Marketing:

Introduction Part 2
Agenda

Marketing Plan

Building Customer
Relationships Marketing

Challenges of 21st Century

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Agenda

Marketing Plan

Building Customer
Relationships Marketing

Challenges of 21st Century

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Definition

 A marketing plan is a comprehensive document or blueprint that outlines a

business advertising and marketing efforts for the coming year.
 It describes business activities involved in accomplishing specific marketing
objectives within a set time frame.
 A marketing plan also includes a description of the current marketing position of
a business, a discussion of the target market and a description of the marketing
mix that a business will use to achieve their marketing goals.
 A marketing plan has a formal structure, but can be used as a formal or
informal document which makes it very flexible.
 It contains some historical data, future predictions, and methods or strategies to
achieve the marketing objectives.

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The Marketing process

Understand the Marketplace & Customer

Needs & Wants.

Design a Customer Value driven Marketing

Strategy.

Construct an Integrated Marketing Program

that delivers superior Value

Engage Customers, build profitable

Relationships & create Customer delight.

Capture Value from Customers to create

Profits & Customer Equity

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Scope of a Marketing Plan

 Marketing plans start with the identification of customer needs through a market
research and how the business can satisfy these needs while generating an
acceptable return.
 This includes processes such as market situation analysis, action programs,
budgets, sales forecasts, strategies and projected financial statements.
 A marketing plan can also be described as a technique that helps a business to
decide on the best use of its resources to achieve corporate objectives.
 It can also contain a full analysis of the strengths and weaknesses of a
company, its organization and its products

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Important things needed in a
marketing plan
 Market research: Gathering and classifying data about the market
the organization is currently in. Examining the market dynamics,
patterns, customers, and the current sales volume for the industry
as a whole.
 Competition: The marketing plan should identify the organization's
competition. The plan should describe how the organization will
stick out from its competition and what it will do to become a
market leader.
 Market plan strategies: Developing the marketing and promotion
strategies that the organization will use. Such strategies may
include advertising, direct marketing, training programs, trade
shows, website, etc.

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Important things needed in a
marketing plan

 Marketing plan budget: Strategies identified in the marketing plan

should be within the budget. Top managers need to revise what
they hope to accomplish with the marketing plan, review their
current financial situation, and then allocate funding for the
marketing plan.
 Marketing goals: The marketing plan should include attainable
marketing goals. For example, one goal might be to increase the
current client base by 100 over a three-month period.
 Monitoring of the marketing plan results: The marketing plan
should include the process of analysing the current position of the
organization. The organization needs to identify the strategies that
are working and those that are not working

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The Plan must be…

 Clear - They should be an unambiguous statement of 'exactly' what is to be

done.
 Quantified - The predicted outcome of each activity should be, as far as
possible, quantified, so that its performance can be monitored.
 Focused - The temptation to proliferate activities beyond the numbers which
can be realistically controlled should be avoided.
 Realistic - They should be achievable.
 Agreed - Those who are to implement them should be committed to them, and
agree that they are achievable. The resulting plans should become a working
document which will guide the campaigns taking place throughout the
organization over the period of the plan. If the marketing plan is to work, every
exception to it (throughout the year) must be questioned; and the lessons learnt,
to be incorporated in the next year's .

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How to decide a Marketing Promotion?

Identify the
problem/opportunity Budget Planning

Implementation Reaching out to

of promotion the Target
Audience

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Identify the problem

• What is the issue that needs to addressed?

– External - Walk-ins
– Internal - Ticket Size

• Walk-ins – there is a problem with visibility and the

customer awareness. The solution for the same lies
outside the store/ place/ property by improving visibility.

• Ticket Size – Promotion needs to be run within the store

for increasing ticket size

• Social message 11
Budget Decision

 Affordability Method
• Budget is set at a level that a company can
afford
 Percentage-of-Sales Method
• Past or forecasted sales may be used
 Competitive-Parity Method
• Budget matches competitors’ outlays

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Reaching out to the correct
Target Audience

 Mass marketing
 Carpet Bombing that is targeted to a group of
audience at large
 Generally ATL Driven
 Niche marketing
 That which is targeted to a specific group of consumers
CRM base
Lapsers
Frequent Shoppers
Generally BTL Driven

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Agenda

Marketing Plan

Building Customer
Relationships Marketing

Challenges of 21st Century

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 Customer Relationship Management

CUSTOMER RELATIONSHIP MANAGEMENT

 The most important part of modern marketing.
 It is the overall process of building & maintaining profitable customer relationship by
delivering superior customer value & satisfaction.
 It deals with acquiring, engaging & growing Customers.

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 Customer Relationship Management

CUSTOMER RELATIONSHIP BUILDING BLOCKS: CUSTOMER VALUE &

SATISFACTION.
 For a lasting Customer relationship, superior Customer Value & Satisfaction is important.
 Satisfied customers are more likely to be Loyal Customers.
 A Customer buys from the firm due to “Customer Perceived Value”.
 Because Customers do not judge “Values” & “Costs” accurately or objectively.
 They act on perceived value.

To some Customers, Value might mean sensible

products at affordable prices.

To some Customers, Value might mean “pay more” to

“get more”

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Customer Relationship Management

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Customer Relationship Marketing

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What are these touchpoints?

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How to go about customer relationship
management?
PERSONALISING MARKETING

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Transaction marketing Vs
Relationship Marketing

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Basis of CRM

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Building Loyalty

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Framework for Customer
Relationship Marketing

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Different Levels of Relationship marketing

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Different Levels of Relationship Marketing

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Agenda

Marketing Plan

Building Customer
Relationships Marketing

Challenges of 21st Century

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Marketing Chronology

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Marketing as a discipline today

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21st Century Consumers: Informed
and Unstable

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Implications to Marketers

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Internet: A Powerful tool

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Integration of online channels:
Clicks-and-Mortar Model

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21st century Marketing: What’s New

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Thank you
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