Marketing-Kotler
Chapter 1-20
Marketing Plan

Marketing
• Marketing is about identifying and meeting
human and social needs.
• It is meeting needs profitably.
• Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.

Marketing Mix and Modern Marketing
Management P’s
• Marketing Mix:
• Product
• Price
• Place
• Promotion
• Packaging
• Modern Marketing
Management:
• People
• Processes
• Programs
• Performance

Corporate and Strategic planning
• Defining the corporate mission
• Establishing strategic business units
• Assigning resources to each strategic business
units
• Assigning growth opportunities

Business unit Strategic Planning
• Business mission
• SWOT Analysis
• Goal Formulation
• Strategy Formulation
• Program Formulation
• Implementation
• Feedback and Control

Types of Marketing Environment
• Demographic
• Economic
• Sociocultural
• Natural
• Technological
• Political-Legal

Marketing Research Process
• Define the problem, the decision alternatives,
and the research objectives
• Develop the research plan
• Collect the information
• Analyze the information
• Present the findings
• Make the decision

The Marketing Funnel
Target
market
aware
Open to
trial
Recent
user
Regular
user
Most
often used
loyal

Buying decision process
• Problem recognition
• Information search
• Evaluation Of alternatives
• Purchase decision
• Post purchase behavior

Buying Center includes
• Initiators
• Users
• Influencers
• Deciders
• Approvers
• Buyers
• Gatekeepers

Major Segmentation variables for
consumer Markets
Geographic(region, city,
rural and semi-urban
areas)
Demographic(age,
family size, gender,
income, occupation,
education, socio-
economic classification)
Psychographic(lifestyle,
personality)
Behavioral(occasions,
benefits, user status,
usage rate, loyalty
status, readiness stage,
attitude towards
product)

Steps in the Segmentation Process
• Need-based Segmentation
• Segment identification
• Segment attractiveness
• Segment profitability
• Segment positioning
• Segment acid test
• Marketing mix strategy

Six types of Defend Strategies
• Position(defender)
• Flank
• Preemptive
• Counteroffensive
• Mobile
• Contraction

Market Challenger Strategies
• Defining the strategic objective and opponent
(it can attack the market leader, it can attack
firms not doing well and are underfinanced, it
can attack small local and regional firms)
• Choosing a general attack strategy
(frontal, flank, encirclement, bypass, guerrilla)
• Choosing a specific attack strategy

Market Followers Strategies
• Counterfeiter
• Cloner
• Imitator
• Adaptor

Product Life-cycles
• Introduction
• Growth
• Maturity
• Decline

Product Life-cycle Marketing Strategies
• Products have a limited life
• Product sales pass through distinct stages, each
posing different challenges, opportunities, and
problems to the seller
• Products rise and fall at different stages of the
product life-cycle
• Products require different marketing, financials,
manufacturing, purchasing, and human resource
strategies in each life- cycle stage.

Alternate ways to increase sales-
volume
• Expand the number of
users:
• Convert nonusers
• Enter new market
segments
• Attract competitors’
customers
• Increase the usage rates
among users:
• Have consumers use the
product on more
occasions
• Have consumers use
more of a product on
each occasion
• Have consumers use the
product in new ways

Positioning and Branding a Small
business
• Creatively conduct a low cost marketing
research
• Focus on building one or two strong brands
based on one or two key associations
• Employ a well integrated set of brand
elements
• Create buzz and a loyal brand community
• Leverage as many associations as possible

Stages of Brand development
• Identity (deep broad brand awareness)
• Meaning (P-O-P & P-O-D)
• Response (positive, accessible reactions)
• Relationships (intense, active loyalty)

Value creation Practices
• Social networking
• Impression management
• Community engagement
• Brand use

The Customer Value Hierarchy
• Core benefit
• Basic product
• Expected product
• Augmented product
• Potential product

The product Hierarchy
• Need family
• Product family
• Product class
• Product line
• Product type
• Item

ServQual Attributes
• Reliability
• Responsiveness
• Assurance
• Empathy
• Tangibles

Steps in Setting a Pricing Policy
• Selecting the pricing objectives
• Determining demand
• Estimating costs
• Analyzing competitors’ costs, prices and offers
• Selecting a pricing method
• Selecting the final price

Channel Design Decisions
• Analyzing customer needs and wants
• Establishing objectives and constraints
• Identifying major channel alternatives
• Evaluating major channel alternatives

Marketing Communication Mix
• Advertising
• Sales promotion
• Events and experience
• Public relations and publicity
• Direct marketing
• Interactive marketing
• Word-of-mouth
• Personal selling

Developing Effective Communication
• Identify target audience
• Determine the communication objectives
• Design the communication
• Select the communication channel
• Establish budget
• Decide on media mix
• Measure results
• Manage integrated marketing communication

Five M’s of Advertising
• Mission
• Money
• Message
• Media
• Measurement

Advertising Program
• Setting the objectives
• Deciding the advertising budget
• Developing the advertising campaign

Designing a Sales Force
• Sales force objectives
• Sales force strategy
• Sales force structure
• Sales force size
• Sales force compensation

Managing the Sales Force
• Recruiting and selecting sales representatives
• Training sales representatives
• Supervising sales representatives
• Motivating sales representatives
• Evaluating sales representatives

Steps in Effective Selling
• Prospecting and qualifying
• Pre-approach
• Presentation and demonstration
• Overcoming objectives
• Closing
• Follow-up and maintenance

New Product Development Decision
process
• Idea generation
• Idea screening
• Concept development and testing
• Marketing strategy development
• Business analysis
• Product development
• Market testing
• Commercialization

Stages in Adoption Process
• Awareness
• Interest
• Evaluation
• Trial
• Adoption

Decisions in International Marketing
• Deciding whether to go abroad
• Deciding which markets to enter
• Deciding how to enter the market
• Deciding on the marketing program
• Deciding on the marketing organization

The Marketing Plan
1. Executive summary
2. Situation analysis:
• Market summary
• SWOT analysis
• Competition
• Product offerings
• Distribution

3. Marketing strategy:
• Objectives
• Target markets
• Positioning
• Strategies
• Marketing mix
• Marketing research

4. Financials
5. Controls:
• Implementation
• Marketing organization

Thank You