Chapter 3

Strategic Planning Process in

Marketing
 Objectives of the session

 Marketing Process
 Value Delivery Sequence
 Steps in the Planning Process
Marketing Process – Identifying
potential marketing
opportunities in the environment
,evolve suitable marketing
strategies and supervising the
implementation of these
marketing effort.
 Marketing Process
 Traditional View

Make the product Sell the

product
 Marketing Process
New View

Value creation Value delivery

Steps in the marketing process
 Analyzingthe Marketing
Opportunities

 Developing Marketing Strategies

 Planning Marketing Programs

 Managing the Marketing Effort

Steps in the marketing process
 1)Analyzing the Marketing
Opportunities
Market potential
Sales
Position

 Organizations that quickly transform

marketing opportunities into
successful products are called as
 Steps in the marketing process

 2) Developing Marketing Strategies-

 Product development
 Product Life cycle Stages
 Steps in the marketing process

 3) Planning Marketing Programs -

 Marketing Mix- Product

Place
Promotion
Price
 Budget Allocation
Steps in the marketing process

 4) Managing the Marketing Effort -

Taking necessary steps to control the

activities and put them on track.
 Contents of marketing plan
1) Executive summary
2) Opportunity & issue analysis
3) Marketing strategy
4) Action programs
5) Projected profit or loss
6) Controls
 Concepts learnt
• Marketing process
• Steps in planning process
• Analyzing market opportunities
• Developing marketing strategies: as
per PLC stage
• Planning marketing programs
• Managing the marketing effort
• Marketing plan