BUSINESS PLANNING

MARKETING STRATEGY

THE ELEMENTS OF A COMPLETE

MARKETING STRATEGY

SUBMITTED BY :
TAKSHI
LILARAMANI
BUSINESS PLANNING
 OBJECTIVES
 CUSTOMER TARGET (S)
 COMPETITOR TARGET(S)
 CORE STRATEGY
 IMPLEMENTATION: MARKETING MIX
 PRICE, COMMUNICATION, PRODUCT POLICY
 DISTRIBUTION CHANNELS
 CUSTOMER RELATIONSHIP MANAGEMENT
BUSINESS FIRM GROWTH
CYCLE
 EMBROYNIC STAGE -- SOCIO-ECONOMIC
CONSIDERATIONS, INFRASTRUCTURE,
MARKETING.
 PRE-MATURE – PRODUCTION, ECONOMIC &
TECHNOLOGICAL.
 MATURE – CONSUMER AWARENESS ,
COMPETITION, PRODUCT SHIFTS, MARKET
SURVEYS
 AGING – NEW PRODUCTS, TECHNOLOGY
MARKETING STRATEGY
 A PROCESS THAT CAN ALLOW AN
ORGANIZATION TO CONCENTERATE ITS
LIMITED RESOURCES ON THE GREATEST
OPPORTUNITIES TO INCREASE SALE AN
ACHIEVE A SUSTANIABLE COMPETITAVE
ADVANTAGE.
 THE MAIN GOAL IS CUSTOMER
SATISFACTION.
TYPES OF MARKETING
STRATEGY
MARKET DOMINANCE
 LEADER
 CHALLANGER
 FOLLOWER

THE FIRM IS BASED ON THE MARKET

SHARE/DOMINANCE OF AN INDUSTRY.
PORTER GENERIC
STRARTEGIES
 PRODUCT DIFFERNTIATION
 MARKET SEGMENTATION
 COST LEADERSHIP

IT IS BASED ON -:
STRATEGIC SCOPE – MARKET
PENETRATION.
STRATEGIC STRENGTH- SUSTAINABLE
COMPETATIVE ADVNTAGE.
GROWTH STRATEGIES
 HORIZONTAL INTEGRATION(Along chain
value)
 VERTICAL INTEGRATION(Related Business)
 DIVERSIFICATION (Conglomerates)
 INTENSIFICATION

THE MAIN BASIS IS “ HOW SHOULD THE FIRM

GROW ? ”
THE TRADITIONAL 4P
 PRODUCT
 PRICE
 PLACE
 PROMOTION

A PART OF THE MARKETING MIX .

PACKAGING TOO
GENERAL MARKETING
STRATEGY
 NICHE MARKETING – DEPENDS ON TOTAL
CUSTOMERS AND SALES VOLUME
 STATUS QUO – MAINTAIN THE MARKETER’S
CURENT POSITION
 MARKETING WARFARE STRATEGIES –
DRAWS A PARELLEL BETWEEN MARKETING
AND MILLITARY STRATEGIES
PROF IT MA KING A ND G ROWTH IS


THE O NLY BASE OF MAR KETI NG

OR BU SINE SS IT SELF S O IT
WOULD N’T BE WR ONG TO POI NT
OUT T HAT MARKE TING
STRAT EGIE S ARE THE K EY
FACTO RS F OR GR OWTH,
STABI LITY , COM PETITI ON A ND
OVER ALL CUSTO MER
SATIS FACT ION.
THANK YOU