1. MARKETING PLANNING AND MARKETING
STRATERGIES
Presenter: Nazarenu Fernandes
BE ETC 2012

2. MARKETING !!!!
WHAT IS IT ????

3. I M A GREAT IN THAT CASE…
LOVER I LOVE YOU

5. You Think
Marketing
Is About
This

7. MARKETING
PLANS
MARKETING
STRATERGY

9. “Plans are Nothings,
Planinng is Everything”
- Dwight D. Eisenhower
Contents:-
•Purpose of Marketing Planning
•Steps Involved in Marketing Planning
•Characteristics of Marketing Objectives
•Formulating Marketing Strategy
•Techniques for Mass Production

10. PURPOSE OF MARKETING PLANNING

11. MARKETING PLANNING IS
An outline of a design to accomplish
a specific objective:
•To create value for customers at a
profit
•To create a mutually beneficial
relationship

12. USE OF MARKETING PLAN
To determine:
• Where the company is now
• Where it wants to go
• How to get there
Includes:
• Advertising Plan
• Sales Promotion Plan
• Pricing Plan
• Distribution Plan
• Product Plan
• Target Market Plan

13. STEPS INVOVLED IN MARKET
PLANNING

15. ANALYSE : SCANNING THE
MARKET ENVIRONMENTS
• Identify favorable and unfavorable factors
prevailing in the environment
• Find specific business opportunities and their
attractiveness

16. • Gather the emerging marketing opportunities
• Identify the threats
• Analyse the competition
• Undertake customer sensing
– customer response to the product
– probes customer’s loyalties

17. MARKETING RESEARCH
EXTERNAL INTERNAL
•Information of Customer •Sales/Order or Profit/Margin
•Information on Competitor •Industry Type
•Economic Factors •Geographical Area
•Political Factors
•Environmental Factors Also Includes 4Ps of Marketing
•Cultural Factors i.e. Product, Price, Promotion,
Place

18. PERFORM SWOT ANALYSIS

19. DEVELOP MARKETING PLANS
1.Clear- Unambiguous
2.Quantified- Outcomes should be
quantified
3.Focused- Avoid temptation
4.Realistic- Achievable
5.Agreed- Committed to the goal

21. Setting the marketing
objectives of the
business unit
Factors Considered
• Weigh the opportunities available
• The threats
• Forces of competition
• Resources and capabilities
• Marketing organization

22. SETTING UP MARKETING
OBJECTIVES
•What the Business is trying to achieve
•Can be set at two levels
1. Corporate Level
2. Functional Level

23. CORPORATE LEVEL
•Organization Specific Goals
•Should Conform with SMART Criteria
EXAMPLES :
1. Aim for return of Investment of
atleast 15%
2. Aim to increase earnings by atleast
10% every year

24. FUNCTIONAL LEVEL
•Objectives specific for Marketing
Activities
•Should Conform with SMART Criteria
EXAMPLES:
1. Aim to Achieve market share of 10%
2. Aim to create 75% customer BRAND
awareness in the market
3. Increase the Loyalty Base

26. “Human nature has a tendency to admire
complexity but reward simplicity.” – BEN HUH

28. Strategy, refers to a plan of action and tactics designed
to achieve a particular goal...
They are dynamic. They are partially planned and
partially unplanned…

29. Formulating Marketing
Strategy
Before Formulating, Ask three primary Qs
1. Does goals relate to Marketing
2. Are Goals achievable
3. Are resources available in store

30. Formulating Marketing
Strategy
Format of Marketing Strategy has three sections:
1. Basic Assumptions: Survey results and past planning
2. Strategic Goals: Goals for growth and fiscal health of the co-op
3. Achieving Goals: Ideas that will alter public mind to conform to strategic
goals
Advertising Strategy is a result of Marketing Strategy
Marketing Strategy  Creates the PRODUCT for the MARKET
Advertising Strategy  Creates the MARKET for the PRODUCT (Media as Vehicle)

32. TECHNIQUES AND PRACTICES FOR
MASS PRODUCTION
“The production of too many useful things results in too
many useless people. “
-
Karl Marx

33. FEATURES
•Production of large amounts/volume
•Popularized by Henry Ford
•High rate of production per worker
•Faster rate of production
•Fewer labour cost
•Finished goods

34. TECHNIQUES USED
•Moving Tracks
•Conveyor Belts
•Robots
•Elevators
•Overhead Cranes

36. MAIN CONCERNS
•Expensive Machinery
•Guarantee investment returns
•High installation costs/maintenance
•Long term demand for the product
•Versatile

37. “A Goal is a dream
with a deadline”
-Zig Zagler