MGT-519

STRATEGIC MARKETING

AAMER SIDDIQI
LECTURE 01

INTRODUCTION
 INTRODUCTION

• Business Graduate
– MBA 2003, Specialization in Marketing and Management from
Foundation University, Islamabad
– BBA – Honours 2002, Specialization in Marketing from
Foundation University, Islamabad
– Awarded scholarships both MBA and BBA
• Working as Manager in B.L.Harbert International LLC Islamabad
• Senior HR Officer in Pakistan International Airlines
• Customer Services Officer in Albaraka Bank Ltd
• Visiting Faculty

3
 COURSE REQUIREMENTS
• The students enrolling in this course should possess the basic
knowledge of marketing

• As such they should have completed principles/fundamentals of

marketing course
 COURSE DESCRIPTION
• This course is basically designed to prepare the students to prepare
a marketing strategy for a given product drawing from the
knowledge that they have gained from the study of fundamentals of
marketing.
• Analytical skills are developed first to analyze markets, competitors
and macro environment.
• Then synthesis skills are sharpened to develop a marketing
program i.e. product, price, promotion and channel distribution etc.
• Essentially this course enhances marketing management abilities
and develop a managerial attitude in the students.
 COURSE OBJECTIVES
• After studying this course the students should be able to:
• Explain nature of strategic and tactical marketing planning.
• Analyze the internal and external marketing environment and
assess strategic options in the light of environmental analysis.
• Describe the mission, vision and objectives of the company and the
marketing department.
• Analyze customers and competitors as input to the strategy.
• Create marketing strategies pertaining to product, positioning,
diversification, differentiation, pricing, distribution and promotion
• Devise an implementation plan including structure, people, feedback
and control.
 COURSE CONTENTS

• Chapter 1: What is Marketing

• Chapter 2: What can be Marketed

• Chapter 3: Marketing’s role in the business

• Chapter 4: Segmentation, Targeting and Positioning

• Chapter 5: Branding
 COURSE CONTENTS (CONT’D)

• Chapter 6: The Marketing Mix

• Chapter 7: Product Management

• Chapter 8: Integrated Marketing Communications

 STRATEGIC MARKETING

WHAT IS MARKETING
MARKETING: -

“The social process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with others” 
— Philip Kotler

“The processes of planning and executing the conception, pricing,

promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual organizational objectives”  — American
Marketing Association 
• “The management process that identifies, anticipates and satisfies
customer requirements profitably” – The Chartered Institute of
Marketing
THE 3 LEVELS OF MARKETING

LEVEL 1. Marketing a way of doing business.

•Top level of Marketing

•Marketing as a business philosophy

•Marketing today is not a function; it is a way of doing business

•In essence it’s the process by which a company decides what it will
sell, to whom, when & how and then does it!
LEVEL 2. Marketing as Strategy.

•Segmentation – Targeting – Positioning (STP)

– Segmentation: Deciding which customers to target
– Targeting: Which customers to target
– Positioning: Deciding what messages you want the Target to
associate with the product
•Branding: central aspect to brand – Name
– Image or perception. Link between attributes customers
associate with a brand and how the brand owner wants the
consumer to perceive the brand

– Effective brand names build a connection between the brand’s

personality as it is perceived by the target audience and the
actual product/service
LEVEL 3. MARKETING MIX – 4 PS.

– PRODUCT
– PRICE
– PLACE
– PROMOTION

•Processes within a business that help create and deliver company’s

products and services to the customer
•Day to day operational running of marketing, control of the Marketing
Mix
•This level spans all aspects of a business and across all customer
contact points
• Marketing an ongoing process in a “dynamic” environment.

• Market tends to change—what customers want today is not necessarily

what they want tomorrow.

•  This process involves both planning and implementing (executing) the

plan.

• To summarise then we can see that a simple definition of marketing

would be: -
“The right product, in the right place, at the right time, at the right price,” .
 THE VALUE OF MARKETING -
NEEDS, UTILITY, EXCHANGE RELATIONSHIPS & DEMAND
• Fundamental idea of marketing- Organisations survive and prosper
through meeting the needs and wants of customers, commonly
known as the MARKETING CONCEPT
– A philosophy and business orientation about matching a
company's capabilities with customers’ wants.
– The matching process takes place in what is called MARKETING
ENVIRONMENT
– Involves both strategic and tactical marketing within the
organisation’s structure
– A truly marketing oriented business, structurally designed to
facilitate the Marketing Concept as a philosophy and as a way of
operating.
 UNDERSTANDING NEEDS, WANTS & DEMAND
• Need: a basic requirement that an individual has to satisfy to
continue to exist

Maslow’s Hierarchy of Needs

• 5 level Pyramid
• Higher needs only come into focus when lower needs are met
• Once individual moved to next level, needs in lower level no longer
prioritized.
• If a lower set of needs are deficient; temporarily re-prioritize those
needs but will not permanently regress to the lower level
• Humans have different needs based on demographics
THANKYOU!