MARKETING REPORT OUTLINE

I. Executive Summary
II. Market Overview
Company Profile
Competitive Environment
Situation and Company Analysis
Customer Decision-Making Profile
Marketing Information and Customer Insight
III. Market Segmentation Targeting, Differentiation and Positioning
IV. Marketing Mix (Four Ps)
Product Strategy
Product Mix/Lines
Three level of product
Product Innovation Process
Price Strategy
Customer value-based pricing
Cost value-based pricing
Competition-based pricing
Place
Direct/ Indirect/Multi- Distribution Channels
Merchandising Display (Product display & POSM)
Trade marketing activities (Pull vs Push)

Promotion (IMC Plan)

Communication Objectives
Communication Concept
Effectiveness Measurement and KPIs
Risk Factor and contingency plan

V. Customers/Partners Relationship Management

Build engagement and strong relationships with chose customers
Build strong relationships with marketing partners
VI. Recommendation & Conclusions
 GROUP ACTIVITY 1

Market Overview (Understanding the marketplace and customer needs and wants)
Company Profile (What organization are you marketing?)
Company Strategic Intent (Mission, Vision, Core Value, Company Credo)
Business Units/Product/Service portfolio
Company highlight achievements
Core team
Ethics and Social Responsibility? Is your company a good corporate citizenship? Use Societal
Marketing Model (Company, Consumers, Society)
 GROUP ACTIVITY 2

Market Situation and Company Analysis

Market size, Market Growth, Market Share
Share-Growth Matrix
Competitive Environment
Competitors (Direct/Indirect Competitors and Substitutes)
What are their value propositions?
Point of Difference, Point of Parity,
 GROUP ACTIVITY 3

Micro Environment (Internal factors)

Marcro Environment (External factors)
SWOT Analysis
SWOT analysis (external and internal) in marketing environment, competitive advantages
Find out market opportunities or any issues to be fixed (job-to-be done)

Setting Objectives
Business Objective
Marketing Objectives
Communication Objectives
 GROUP ACTIVITY 4

Marketing information system and Customer Insights (relevant to opportunities and issued
founded in group activitiy 3)
(Discussion of key questions that need to be answered, the information needed, and
recommendations of marketing research methods to get the answers).

Marketing Research Process

Defining the Problem
Research Objectives
Developing the Research Plan
Gathering Secondary Data
Primary Data Collection
Implementing the Research

Interpreting and Reporting the Findings to gain Customer Insights that relevant to the problem
Analyzing and Using Marketing Information
Customer Relationship Management (CRM)
Big Data and Marketing Analytics
Distributing and using Marketing Information
 GROUP ACTIVITY 5
Market Segmentation and Targeting
Market Segmentation (Consumer Markets):
Consider major environmental forces (Demographic, Geographic, economic, political, social/
cultural, natural, technological) to select the right customers to serve

● Demographic Segmentation

● Behavioral Segmentation

Market Targeting
● Evaluating Market Segments, following 5 effective criterias: * Measurable. •
Accessible • Substantial • Differentiable. • Actionable.
● Selecting Target Market Segments (undifferentiated, Differentiated, Concentrated,
Micro Targeting
● Describe your target audience (demographics, geographic, behavioral, psychological)
○ What customers will we serve (demographic)?
○ Identity their lifestyle and AIO (Activities, Interests, Opinions) to understand
and offer what consumers needs and wants
Differentiation and Positioning (How can we best serve these customers (value proposition)?)
What do you want to be known for?
Positioning Maps
Product Attributes
Emotional and functional Benefits
Personality and Values
Choosing a Differentiation and Positioning Strategy
The unique selling Proposition
Positioning Statement

Recommendations, and how to convince the market you are different and better
 GROUP ACTIVITY 6

Design a customer value- driven marketing strategy

Marketing Mix (Four Ps)
Product Strategy
Product Innovation (Idea Generation, Idea Screening)
Product Concept and Testing
Test Marketing and Commercialization
Managing New Product Development

Product Life-Cycle Strategies 289

Introduction Stage| Growth Stage 294 | Maturity Stage| Decline Stage
Additional Product and Service Considerations
Product Decisions and Social Résponsibility
Building Strong Brands (Brand Equity, Brand Values)
Managing Brands

=> Description of the Attribute, Benefits and Value of your offerings and recommended
improvements to fit the needs of target segments.
 GROUP ACTIVITY 7
Price Strategy
How are the companies pricing the offering?
Customer value-based pricing
Cost based pricing
Competition based pricing
Internal/external Considerations
=> Recommendations on pricing strategy and why this approach makes sense.

GROUP ACTIVITY 8

Place Distribution Strategy

Traditional Trade
Modern Trade
General Trade
=> Recommendations on distribution strategy and channel partners to improve the availability
of your offering, and explanations of why it works.

GROUP ACTIVITY 9
Promotion (IMC Plan)
Communication Objectives
Communication Concept
Communication Mix Channels and tactical approach to reach your target audiences.
Assessment on Campaign Effectiveness and risk factors to give recommendations

GROUP ACTIVITY 10
Customers/Partners Relationship Management
Build engagement and strong relationships with chosen customers
Build strong relationships with marketing partners

Recommendations
Conclusion
Presentation Slides Preparation