Marketing

Course in charge:
Mr. Ghulam Sarwar
Management Trainee, Quality Enhancement Cell,
University of Chitral
BBS, Institute of Management Sciences, Peshawar
MS, Management Sciences, Pakistan Institute of
Development Economics (Quaid I Azam University,
Islamabad)
Developing Marketing strategies and plans
Marketing Strategy: An explanation of the goals you need to achieve
with your marketing efforts. Your marketing strategy is shaped by
your business goals. Business goal and marketing strategy should go
hand-in-hand.
Marketing Plan: How and organization is going to achieve those
Marketing Goals. It's the application of your strategy a roadmap that
will guide you from one point to another.

“STRATEGY IS THE THINKING, AND PLANNING IS THE DOING”

 Continues…
FORMULA:
Marketing Strategy --> Marketing Plan --> Implementation =

Marketing strategy consists of: The "what" has to be done. Inform consumers about
the product or service being offered. Inform consumers of differentiation factors.

Marketing plan consists of: The "how" to do it. Construct marketing campaigns and
promotions that will achieve the "what" in your strategy.

Implementation consists of: Taking action to achieve items identified in the

marketing strategy and marketing plan.
 Components of Marketing Strategy and
Planning
Marketing Strategy’s components
External Marketing Message: Process of delivering targeted
marketing messages to customers, prospects and business partners,
such as distributors or retailers.

Short-Term Goals and Objectives: A short-term goal is anything plan

to achieve in less than a year.

Long-Term Goals and Objectives: A short-term goal is anything you

plan to achieve in five years
Components of Marketing Strategy and Planning

Marketing Planning’s components

Executive summary: High-level summary of your marketing brief or
plan.

Your Challenge: Brief description of products/services to be marketed

and a recap of goals identified in your marketing strategy.

Situation Analysis : This section should identify the following: Goals,

Focus, Culture, Strengths, Weaknesses, and Market Share.
 Analysis: Customers and Competitors

Analysis of Customers
How many customers would you like to obtain?
What type of customers are they?
What are the values that drive them?
What does their decision process look like?
What customers will you focus on for the products
or services that you offer?
 Analysis: Customers and Competitors
Analysis of Competitors
What's your marketing position?
What's their market position?
What are your strengths when it comes to your
competitors?
What are your weaknesses?
What market share are you going after?
What market share has your competitor already
tapped?
Identification of your 4 P's (Product / Price /
Distribution / Place)
 .

Use the information to achieve the goals you have identified in

your marketing strategy. BE SPECIFIC — the more specific actions
you have, the easier it will be to follow through on the last step,
which is implementation.

Marketing strategy goes hand-in-hand in with your marketing

plan. Without both, will find that we not only waste
resources but also that could end up stuck without an idea of
where to go. Don't forget to measure any marketing campaigns
that you launch so you can see what works and what doesn't.
You can use this information to guide you in the future.
 Value Delivering Process
Value delivery is the manner in which you design your products such
that it gives maximum value to the customer using it.
The value delivered to customers can be in the form of products,
benefits, attributes etc.
Anything which creates value for your customer should be involved
in your value delivery process
 Process of Value delivering in marketing

Choosing which value is most important to customers: Customer is at

the center of attention and the products and services are designed
keeping the customer in mind.
Delivering/Provide the value: Forming a strong marketing strategy,
placing the marketing mix, finding the target markets and other such
tactics are ways by which delivering the value to the customer has
become easier.
Communicating the value: where Marketing Management decides on
the actual implementation process - utilization of the Sales Force, Sales
Promotion , Advertising and other integrated communication tools.
Thus over a period of time, customers have evolved to form the base
of the value delivery process. Thus you need to look at your business
and decide – is your value delivery upto mark.
 Value Chain process
A value chain is a set of activities that a firm operating in a specific
industry performs in order to deliver a valuable product (i.e., good and/or
service) for the market. ...
The concept of value chains as decision support tools, was added onto the
competitive strategies paradigm developed by Porter as early as 1979.
How VC works?
Value chain represents all the internal activities a firm engages in to
produce goods and services. VC is formed of primary activities that add
value to the final product directly and support activities that add value
indirectly.
Why VC is important?
At its heart, value chain management is all about making it possible for
products, information, and finances to flow, optimizing the processes in
which they flow, and creating better value in the relationships between
companies, as well as improving the overall efficiency of business.
 Continues…
.
 Core competencies
A unique ability that a company acquires from its
founders or develops and that CANNOT BE EASILY
IMITATED. Core competencies are what give a
company one or more competitive advantages, in
creating and delivering value to its customers in its
chosen field. Also called core capabilities or
distinctive competencies
 Characteristics of core competencies

They provide a set of unifying principles for the

organization and they are pervasive in all
strategies.
They provide access to a variety of markets.
They are critical in producing end products.
They are rare or difficult to imitate
Continues…
 Strategic Business Units, SBUs
A relatively autonomous division of a large
company that operates as an independent
enterprise with responsibility for a particular
range of products or activities.

“These strategic business units are Responsible

for their own Profit Or Loss but are
ANSWERABLE to the top management“

“SBUs works under the principle of

MICROMANAGEMENT”
 Why SBUs are important?
Makes us organized: Marketing managers is
handling 3–4 different products, then definitely he
is gonna get confused with operating all of them.
Help in Focusing: Naturally once you are
organized, you can micro manage things.
STP: The success of a product depends on its
segmentation targeting and positioning. Each of
these processes requires being continuously in
touch with the market, receiving feedback,
identifying your target market, targeting them and
then positioning accordingly.
 Continues..
Investments: The best reference for investments in SBU’s
can be the BCG matrix.
Decision Making: Thus SBU”s also propogate the correct
decision making. These decisions can be at the micro level
(as explained above –  managing STP, strategies) or they
can be at the macro level (investments from the corporate
fund, whether to continue investing?)
Profitability: Thus the overall profitability of the firm can
be decided. Ultimately Strategic Business Units are
Important because they contribute to better profitability of
the organization.
BCGs Matrix for investment
 SWOT Analysis
.
 Marketing Innovation
A marketing innovation is the implementation of
a new marketing method involving significant
changes in product design or packaging, product
placement, product promotion or pricing.

Its all about the VALUE addition in operations,

products, services