University of the Philippines Manila

Master of Management

BM 230: Marketing Management

DEVELOPING MARKETING STRATEGIES & PLANS

COLLECTING INFORMATION AND FORECASTING
DEMAND
MARKETING RESEARCH & BEST METRIS TO MEASURE
MARKETING
JOHN JOHN L. CHIUTEN
SHEANN MONODY
PHILIPPE YZRAEL SORIANO Section: TJL
DEVELOPING MARKETING
STRATEGIES & PLANS

SHEANN MONDOY
 How does marketing affect customer
CHAPTER 
value?
QUESTIONS
 How is strategic planning carried out
at different levels of the organization?

 What does a marketing plan include?

 DELIVERY PROCESS

I. Choosing the Value

VALUE CREATION
II. Providing the Value

III. Communicating the Value

 3 V’S APPROACH

I. Define the Value Segment

VALUE CREATION
II. Define the Value Proposition

III. Define the Value Network

 PORTER’S VALUE CHAIN

VALUE CHAIN
Identifying ways to
create more
customer value
 CORE BUSINESS PROCESSES

 Market-sensing process

CORE
VALUE CHAIN  New-offering realization process
COMPETENCY
Identifying ways to  Customer acquisition process
create more
customer value
 Customer relationship management
process

 Fulfillment management process

 STRATEGIC MARKETING
 Target marketing decisions
 Value proposition
MARKETING  Analysis of marketing opportunities
PLAN
TACTICAL MARKETING
central instrument for
directing and
coordinating the  Product features
marketing effort  Promotion
 Merchandising
 Pricing
 Sales channels
 Service
STRATEGIC
PLANNING
 CORPORATE MISSION

CORPORATE Industry
& DIVISION
STRATEGIC Geographical Products
PLANNING
Defining the Business
Vertical
channels Competence

Market
segment
 INTENSIVE GROWTH

CORPORATE
& DIVISION
STRATEGIC
PLANNING
Assessing Growth INTEGRATIVE GROWTH
Opportunities
 ORGANIZATIONAL CULTURE

CORPORATE
& DIVISION
STRATEGIC
PLANNING
Assessing Growth
Opportunities
BUSINESS UNIT STRATEGIC PLANNING
 SWOT ANALYSIS

Strengths Weaknesses
BUSINESS UNIT
STRATEGIC
PLANNING

Opportunities Threats
 SWOT ANALYSIS

Goal Formulation Strategic Formulation

BUSINESS UNIT
STRATEGIC
PLANNING
Program Formulation &
Feedback & Control
Implementation
Collecting Information
and Forecasting Demand

JOHN JOHN L. CHIUTEN

Making Marketing Decisions

Art and Science to provide context,

insights and inspiration for marketing
decision making, company must
possess comprehensive, up-to-date
INFORMATION about MACRO TRENDS as
well as about MICRO effects
particularly to their business.
Components of Marketing Information
System

Customers
interaction

Collecting
Information

Marketing
Observing
Information
competitor
System
Marketing Information System (MIS)

Consists of people, equipment, and procedures to gather, sort,

analyze, evaluate, and distribute needed, timely, and accurate
information to marketing decision makers. It relies on:
 internal company records, (results data)
 marketing intelligence activities, (happening data)
 and marketing research
Using Market Intelligence

Independent Distributor or sales Customer review Common

Online Forums agent feedback and expert customer sites
sites opinion
Communicating and Acting on Marketing
Intelligence

 Best closely coordinated with decision-making process.

 Act Quickly
Needs and Trends
Identifying the Major Forces
Demographics

 Worldwide population growth

 Population age mix
 Ethnic and other markets
 Education Groups
 Household patterns
Economic

 Consumer Psychology

 Income Distribution

 Income, Savings, Debt and Credit

Sociocultural

 Views Ourselves

 Views of Others

 Views of Organizations

 Views of Society

 Views of Nature

 Views of Universe
Sociocultural

 Core cultural values

 Values are passed from parents to children and reinforced
by social institutions

 Subcultures
 Groups with shared values, beliefs, preferences, and
behaviors emerging from their special life experiences or
circumstances

 Young people influenced by new heroes and activities

Natural

 Environmental regulations hit certain industries

hard

 Corporate environmentalism
 Integrate environmental issues into firms strategic
plan.
Technological

 Change

 Opportunities for innovation

 R&D budgets

 Increased regulation of technological change

Political - Legal

 Business legislation / Law

 Consumer right / Proetection
 Private information theft
 Regulators
Forecasting and Demand Measurement

TOTAL POPULATION

Potential Market

Available Market

Target Market

d
Penetrated Market
Chain Ratio Method
Calculate total market potential
 Estimating Future Demand

Survey of buyers’ Market-test method Expert opinion

intentions
Forecasting /
anticipating what
buyers are

Composite of sales force

opinions Past-sales analysis
Marketing Research and
Best Metrics to Measure
Marketing Productivity
PHILIPPE YZRAEL G. SORIANO
Marketing Insights

Marketing Marketing
LEADS TO
Insights Program
Marketing Insights
Marketing Research

Hiring a Marketing Conduct your own

Research Firm Research by:

MARKETING
RESEARCH
Marketing Research

Hiring a Marketing CATEGORIES OF MARKETING

Research Firm RESEARCH FIRMS

MARKETING
RESEARCH
The Research Process

Make the Define the

Decision problem &
Research
Objectives
Present Findings

Develop
Research Plan
Analyze the
Information

Collect
Information
The Research Process

• Do not define a problem as too broad

or too narrow

• Set Specific Objectives

The Research Process

DATA SOURCES RESEARCH RESEARCH SAMPLING CONTACT

APPROACHES INTRUMENTS PLAN METHODS

Primary
Data

Secondary
Data
The Research Process

Observational
Research

Ethnographic Focus Group Survey

RESEARCH
APPROACHES
Behavioral
Research

Experimental
Research
The Research Process

RESEARCH
INTRUMENTS
The Research Process

Sampling Unit
SAMPLING
PLAN Sampling Size
Sampling Procedure

By Mail
CONTACT
METHODS By Phone
In-Person
On-line
The Research Process
The Research Process

Make the Define the

Decision problem &
Research
Objectives
Present Findings

Develop
Research Plan
Analyze the
Information

Collect
Information
Measuring Marketing Productivity
Measuring Marketing Productivity
CASE STUDY
CASE STUDY
NIKE’s Mission
NIKE’s Vision
Timeline History of NIKE (up to 1990)
Timeline History of NIKE (up to 2010)
Timeline History of NIKE (up to 2015)

*As of 2017, the

revenue of Nike has
reached 30.57
billion Euros.
Nike vs. Adidas
Adidas vs. Nike
Adidas vs. Nike
What makes Nike dominant in the market?

• Nike’s dominance comes from far more than just throwing money at athletes, actors, and
artists.
What makes Nike dominant in the market?
What makes Nike dominant in the market?
What makes Nike dominant in the market?
What makes Nike dominant in the market?
What makes Nike dominant in the market?
What makes Nike dominant in the market?
What makes Nike dominant in the market?
What makes Nike dominant in the market?
“
Thank you…