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A Presentation on
Developing Marketing
Strategies & Plans

Prepared by
Jyotipriyo Dutta Anindyo
ID: 19251085
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Value
Value is the customer perceived benefits, which a customer receives from any from
any tangible or intangible product in exchange of the cost of that service.

Value judgment is done on the basis of 3 things. They are:

• Quality
• Service
• Price

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 Value Creation & Delivery Process
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It can be divided into 3 stages. They are:
• Choose the value: Customer Segmentation
Market Selection Strategic Marketing
Value Positioning

• Provide the Value: Product Development

Service Development
Pricing
Sourcing Tactical Marketing
Distributing

• Communicate the Value: Sales Force

Sales Promotion
Advertising
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 Value Chain & its Analysis

Value chain is a tool that describes the full range of activities needed to create a product or
service. Value Chain comprises of steps that involve bringing a product or service from
conception to distribution.

Value chain consists of 9 value activities. The 9 activities are divided further into 2 groups.
They are:
1. Primary Activities
2. Support Activities
Primary Activities: There are 5 Primary activities. They are:
1. Inbound Logistics
2. Operations
3. Outbound Logistics
4. Marketing & Sales
5. Service

Support Activities: There are 4 Support activities. They are:

6. Procurement
7. Technological Development
8. Human Resource Management
9. Firm Infrastructure
 Core Business Process
Core business process are set of processes which
helps by coordinating with the departmental
activities to achieve the competitive advantage
over the rival companies to attract the suppliers,
distributors & consumers. The processes are:

1. The market-sensing process

2. The new offering realization process
3. The customer acquisition process
4. The customer relationship management process
5. The fulfillment management process
 Core Competencies
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The key abilities or strengths of a company that gives it competitive
advantage.
There are 3 main characteristics. They are:
1. Provides consumer benefits
2. Difficult for competitors to imitate
3. Can be applied to many products & markets.

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 Holistic Marketing
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TOTALS
A business marketing philosophy which considers
business and all its parts as one single entity

Framework of Holistic Marketing

1. Value Exploration: Identify new value opportunities

2. Value Creation: Create more promising new value for customers

3. Value Delivery: Use its capability to deliver new value offerings

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 Marketing Plan
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A marketing plan is a blueprint that outlines the advertising and marketing efforts for the year. Marketing plan
can be divided into 2 levels. They are: Strategic & Tactical planning.

Strategic
1.Target marketing Tactical
decisions 1. Product features
2. Value Proposition 2. Pricing
3. Analysis of 3. Sales channels
marketing 4. Service
opportunities
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Balanced Corporate
scorecard&slide 7 strategic planning
Division

All corporate headquarters undertake four planning activities. They

are:
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1. Definingacthe
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2. Establishing sodales at business
strategic a elit. units
3. Assigning resources to each strategic business unit
4. Assessing growth opportunities

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Balanced scorecard slide 8Planning
Strategic

Process that helps develop a strategic and viable fit between the
firm’s objectives, skills, resources with the market opportunities.

1. Help the firm deliver its targeted profit.

2. Managing the company’s businesses as an investment portfolio.
3. Assessing the market by considering the market’s growth rate.
4. Establishing a strategy for each business

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Balanced scorecard slideof 9Strategic Planning
Central Role

A company must have capabilities to carry out the following:

1. Understand Customer Value

2. Create Customer Value

3. Deliver Customer Value

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 Strategic Planning, Implementation and
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Controlling

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 Establishing SBU
Strategic Business Unit implies an independently managed division of
a large company

Characteristics
 Can be a single business or collection of related businesses that
can be planned separately from rest of the company

 Has its own sets of competitors.

 Has a manager responsible for strategic planning and profit

performance
 BCG Growth Share Matrix
Used to make investment decision by using relative market share and annual
rate of market growth
 Assessing Growth

Basically is planning new business and terminating older business

Assessing growth helps the corporate management to acquire new businesses
to fill the gap between future desired sales and projected sales
There are mainly 3 options to fill these gaps. They are:

• Intensive Growth: to identify opportunities for growth within current

businesses

• Integrative Growth: to identify opportunities to build or acquire businesses

related to current businesses

• Diversification Growth: to identify opportunities to add unrelated

businesses
Product Market Expansion Grid
Business Unit strategic Planning
process
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