MARKETING

MANAGEMENT

Marketing Planning and Management

MARKETING PROCESS
Segmentation
Targeting
Positioning

Marketing mix: 4Ps or 7Ps

FA S H I O N N O . 1
• Fashion No. 1 company segmented their market into 5
segments, and then targeted the segment which includes
individuals who have high income, sophisticated lifestyle,
and also care about nature and society. (Fashion No 1. sell
clothes, bags, shoes, etc.)
1. How should Fashion No. 1 position themselves in this
market segment?
Positioning is the act of designing a company’s
2. With that positioning, how should offering and image to occupy a distinctive place in the
minds of the target market.
they construct their marketing mix Marketers plan positions that distinguish their
products from competing brands and give them the
in terms of Product, Pricing, Place, greatest advantage in their target markets.
A value proposition captures the way a product or
and Promotion? service’s key benefits provide value to customers by
satisfying their needs.
C O R P O R AT E A N D B U S I N E S S U N I T
PLANNING AND MANAGEMENT
• Marketers must prioritize strategic planning in three key areas:
- managing the company’s businesses as an investment portfolio
- assessing the market’s growth rate and the company’s position in the
market
- developing a viable business model
• Marketing planning and management can focus on:
- analysing, planning, and managing the company (or a specific business
unit within the company)
- analysing, planning, and managing one or more of the company’s
offerings
 C O R P O R AT E A N D B U S I N E S S U N I T
PLANNING MANAGEMENT
• Marketing planning and management can occur on three different levels: corporate,
business unit, specific market offering.

Setting a corporate strategy

means:
- defining the corporate
mission
- building the corporate
culture
- establishing strategic
business units
- assigning resources to
each strategic business
unit
Strategic planning for each SBU
Five main steps (G-STIC):
includes: - setting a goal
- defining the SBU’s mission
- developing the strategy
- analysing external
- designing the tactics
opportunities and threats - defining the implementation
- analysing internal strengths
plan
and weaknesses - identifying the control
- crafting market offerings that
metrics to measure progress
will enable the company
toward the set goal
achieve its mission
DEVELOPING MARKET OFFERINGS

• Developing the Marketing Strategy

• Designing the Marketing Tactics
• The Seven Ts and the Four Ps
• Creating a Market Value Map
PLANNING AND MANAGING MARKET
OFFERINGS
• The G-STIC Approach to Action Planning
• Setting a Goal
• Designing the Strategy
• Designing the Tactics
• Implementation
• Identifying Controls