‫‪MARKETING PLAN‬‬

‫الخطه التسويقيه‬
 MARKETING PLAN STEPS

• 1-INTRODUCTION (EXCUTIVE SUMMARY)

• 2-SITUATIONAL ANALYSIS
• 3-OBJECTIVES
• 4-MARKETING STRATEGIES
• 5-MARKETING MIX
• 6-BUDGETING
• 7-IMPLEMENTATION
• 8-EVALUATION
 1-EXCUTIVE SUMMARY
• TYPE OF INDUSTRY
• PRODUCT PORTFOLIO
• TARGET CUSTOMERS
• STOCKHOLDERS
• MISSION-VISION-VALUES
• CAPITAL&ASSETS…..etc.
 2-SITUATIONAL ANALYSIS
A.
A-PESTLE ANALYSIS (FOR EXTERNAL ENVIRONMENT FACTORS)
B.SWOT ANALYSIS (STRENGTHS-WEAKNESSES-THREATS-OPPORTUNITIES)
C.
PORTER 5 COMPETITIVE FORCES :-
SUPPLIER POWER
BUYER POWER
THREAT OF SUBSTITUTION
THREAT OF NEW ENTRANTS
COMPETITIVE RIVARLY.
D. VALUE CHAIN ANALYSIS:- STRATEGIC TOOL TO ANALYZE INTERNAL FIRM ACTIVITIES LIKE -- (IT-
INFRASTRUCTURE-MARKETING&SALES-PROCUREMENT-HR-LOGISTICS) AIMING TO OBTAIN UNIQUE
( COPETITIVE ADVANTAGE)


3-OBJECTIVES
• SMART OBJECTIVES OF THE FIRM ,,SHOULD BE DERIVED
FROM THE BUSINESS PLAN ACCORDING TO VISION &
STRATEGIES OF THE CORPORATE.
• OBJECTIVES SHOULD INCLUDE (FINANCIAL)& (MARKETING)
ISSUES
4-MARKETING STRATEGY

COPETITIVE GROWTH
STRATEGY STRATEGY STP
 COMPETITIVE STRATEGY (PORTER 3 STRATEGY)

• A-COST LEADERSHIP:- AFFORDABLE PRICE WITH ACCEPTED

QUALITY-----HIGH SALES UNITS----HIGH PROFIT (WALMART MARKETS)
• DIFFERENTIATION:- UNIQUE PRODUCT OR SERVICE WITH SPECIFIC
BENEFITS ,,HELP THE COMPANY TO MAKE PREMIUM PRICING (APPLE)
• FOCUS (NICHE MARKETS):-FOCUSING ON SPECIFIC CUSTOMER
SEGMENTS WITH VERY SPECIALIZED&UNIQUE BENEFIT (ROLEX WATCHES-
ROLLS ROYCE CARS)
 GROWTH STRATEGY(ANSOFF
MATRIX)
• MARKET PENETRATION:-SAME PRODUCT IN THE SAME MARKET
BUT WITH MORE ADVERTISING&SPECIAL OFFERS
• MARKET DEVELOPMENT:-SAME PRODUCT BUT IN NEW
MARKET(NEW CUSTOMER-NEW GEOG.REGION----)
• PRODUCT DEVELOPMENT:-NEW PRODUCT BUT IN THE SAME MARKET
• DIVERSIFICATION:- NEW PRODUCT IN NEW MARKET,,MAY BE (RELATED TO
COMPANY PORTFOLIO) OR (UNRELATED)
 STP
• SEGMENTATION:-&‫لا&&سوقيه‬ &‫حديد لا&&شريحه‬
&&&‫ت‬ DIVIDING THE MARKET INTO
DISTINCT GROUPS OF CUSTOMERS THAT HAVE THE SAME NEED ,,,THAT
OCCURS ACC.TO :-
 A-GEOGRAPHIC:- ACC.TO (REGION&CLIMATE)
 B-DEMOGRAPHIC:- ‫ س&كانيا‬ACC.TO (AGE-GENDER-RELIGION-INCOME)
 C-PSYCHOGRAPHIC:- ACC.TO (LIFE STYLE-PERSONALITY)
 D-BEHAVIOURAL:- ACC.TO (LOYALTY STATUS-USER STATUS-BUYER
READINESS STAGE)
 TARGETING ‫عمالء‬//‫ف لا‬/‫دا‬/‫سته‬/‫ا‬
• A-UNDIFFERENTIATED:-ONE PRODUCT FOR ALL SEGMENTS (COCA COLA)

• B-DIFFERENTIATED:-DIFFERENT PRODUCTS FOR DIFFERENT SEGMENTS

(MEDICINES)

• C-CONCENTRATED :-ONE PRODUCT TO ONE SEGMENT (ROLEX WATCHES)

 POSITIONING‫لمنتج‬/‫ل‬ /‫ذهنيه‬/‫ ال‬/‫صوره‬//‫ لا‬/‫ع‬/‫صن‬

• CREATION OF FAVOURABLE IMAGE IN THE MIND OF THE CUSTOMER FOR THE PRODUCT OR
SERVICE,,HAS 7 FORMS OF STRATEGIES:-

• 1-PRODUCT FEATURES&BENEFITS
• 2-PRODUCT PROCESS
• 3-PRODUCT CLASS
• 4-PRICING
• 5-THE USE OR APPLICATION OF THE PRODUCT
• 6-CULTURAL SYMBOLS
• 7-COMPETITORS
 5-MARKETING MIX (4 PS)

PRODUCT PLACE PROMOTION PRICE

 PRODUCT
PRODUCT LIFE CYCLE:-
• A-INTRODUCTION PHASE (LOW SALES-LOW PROFIT)
• B-GROWTH PHASE (HIGH SALES-HIGH PROFIT)
• C-MATURITY PHASE (HIGH SALES-HIGH PROFIT)
• D-DECLINE PHASE (LOW SALES-LOW PROFIT).
PRODUCT CLASSIFICATION:- ACC.TO (MARKET SHARE-GROWTH RATE)
• (STAR-DOG-CASH COW-QUESTION MARK)-----BCG MATRIX
BCG MATRIX
 PLACE (DISTRIBUTION CHANNELS)

• STRATEGIES OF DISTRIBUTION:-
• A-INTENSIVE:-SATURATION OF THE MARKET THROUGH
RETAILERS&WHOLESALERS

• B-SELECTIVE:- LIMITED NUMBER OF WHOLESALERS&RETAILERS

• C-EXCLUSIVE :-SINGLE RETAILER OR WHOLESALER
 PROMOTION ‫لا&&ترويج‬
• TYPES:-
ADVERTISING PUBLIC RELATIONS
SALES PROMOTION PERSONAL SELLING
• STRATEGY:-
A-PUSH STRATEGY (MCDONALD,S)
B-PULL STRATEGY (APPLE)
 PRICING
• 1-PRICE SKIMMING:- (PREMIUM PRICING)---I PHONES
• 2-MARKET PENETRATION:- ‫نور‬//‫وا‬
‫توحيد ل‬//‫لا‬
• 3-LOSS LEADER PRICING:-WALMART MARKETS
• 4-COMPLEMENTARY PRICING:- PRINTERS&CARTRIDGE
• 5-COMPETITOR BASED PRICING
• 6-SUFFICIENT PRICING
• 7-VALUE BASED PRICING
6-BUDGETING /‫نيه‬/‫ميزا‬//‫ لا‬/‫وضع‬
1-TASK METHOD:-THE SUM OF ALL FORCASTED COSTS OF THE COMPANY (FIXED-VARIABLE)
2-% OF LAST YEAR SALES:-FIXED PERCENT OF LAST YEAR SALES VALUE
3-SAME AS LAST TIME:- (SALT) SAME BUDGET OF LAST YEAR
4-ALL YOU CAN AFFORD:- ALL THE FUND YOU CAN OFFER
5-PROFIT MAXIMIZATION:- TAILORING THE BUDGET TO HELP IN IMPROVE PROFIT
6-COMPETITIVE PARITY ‫سين‬/‫مناف‬//‫ لا‬/‫تكافؤ مع‬//‫ لا‬AS THE COMPETITORS.
•
 IMPLEMENTATION &‫نفيذ لا&&خطه‬
&&&‫ت‬

EXECUTION OF ALL THE STRATEGIES&OBJECTIVES

OF THE PLAN IN DEFINITE TIME FRAMEWORK
PERIODIC EVALUATION OF ALL THE ACTIVITIES OF
ALL DEPARTMENTS.
BY/MOHAMED MAHMOUD