The Marketing Process

MARKETING MGT

1. The Marketing Process Submitted by : Muhammad Arsalan Qureshi

2. Marketing Marketing  is the  process  of communicating the value of a product to customers, for the purpose of selling that product ( goods or services).   Another simple  definition  of " marketing " is "managing profitable customer relationships".

3. Marketing process involves ways that value can be created for the customers to satisfy their needs.  Marketing process is a continual series of actions and reactions between the customers and the organisations  .  In marketing process the situation is analysed to identify opportunities, the strategy is formulated for a value proposition, tactical decisions are taken, plan is implemented, and results are monitored Marketing Process

4. Steps in Marketing Process Following are the steps involved in the Marketing Process Situation Analysis Marketing Strategy Marketing Mix Decision Implementation and Control Steps in Marketing Process

5. 1. Situation Analysis Situational and environmental analysis is done to identify the marketing opportunities , to understand firms own capabilities, and to understand the environment in which the firm is operating . 5-C Analysis (Company , Customers,Competitors,Collaborators,Climate ) represents the internal situation PEST Analysis for macro environmental,political,economic,societal ,& technological factors SWOT Analysis ( Strength,Weaknesses,Opportunities and Threats) Steps in Marketing Process

6. 2. Marketing Strategy After identifying the marketing opportunities a strategic plan is developed to pursue the identified opportunities. It involves Segmentation & Target Marketing 3. Marketing Mix Decisions Marketing Mix Strategies are controled able strategies which afirms blend that gives you the desired result of your chosen market At this step detailed tactical decisions are made for the controllable parameters of the marketing mix. It includes 4 P’S- P roduct development decisions, product P ricing decisions, product P lacement decisions, and product P romotional decisions. Steps in Marketing Process

7. 4. Implementation and Control Finally, the marketing plan is implemented and the results of marketing efforts are monitored to adjust the marketing mix according to the market changes. Steps in Marketing Process

8. Case Study Organization

9. Procter & Gamble Vision Mission Nestle origins date back to 1866, when tw o seperate Swiss enterprises were founded that would later form the core of Nestle. Nestle has been serving this world for over one hundred and thirty years. Nestle started its operations in Pakistan back in 1988 To be recognizededas,thebestconsumerproductsandServicesCompanyintheworld •Mission:Wewillprovidebrandedproductsandservicesofsuperiorqualityandvaluethatimprovethelivesoftheworld'sconsumers.Asaresult,consumerswillrewarduswithleadershipsales,profit,andvaluecreation,allowingourpeople,ourshareholders,andthecommunitiesinwhichweliveandworktoprosper. KEYPEOPLE•A.GLafley ( CurrentCEO,Chairman,President )• RobertA.McDonald (CEOtillMAY2013) BoardOfDirectors (Total11):oNormanAugustineoLynnmmartinoJohnfmartinjroErnestozedillooScottCook

10. Ambient Diary (Milk Pak) Chilled Diary (Nestle Yougart ) Beverages ( Fruita vitals) Bottled Water (Pure life) Culinary and food ( Maggi noodles) Baby food ( Cerelac ) Breakfask cereals (Koko crunch) Confectionary (Polo) Juices Nestle Pakistan Products

11. Products

12. Competitors

13. SWOT Analysis Strengths Well developed strategy Good marketing skills and services Parent support Company image Products innovation Good financial position Weeknesses Limited distribution channels No outlet in Pakistan More concerned about profit

14. Support from foreign investors Enhance distribution channels Changing social trends Market growth Opportunities Threats Govt. regulations Increase in competitions No Entry barrier Un favourable changes in customers demand

15. By analyzing the cash flow chart , for three years of Nestle Pakistan , we come to conclusion that although the organization is improving in terms of increase in sales , but there are also some grey areas which need to be tackaled by method and proper strategy to boost up the sales Analysis

16. Overall profit margin showed a slight increase but a slight decline in gross profit margin was witnessed, this was mainly due to cost pressure on some products. Nestle can be made more profitable by making it more proactive It is recommended that they should icrease their outlets in Pakistan Suggestions & Recommendations