1. TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies and Plans
Sue Ann P. Silubrico
March 31, 2011
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/

2. Ch 2: Developing Marketing
Strategies and Plans
Developing Marketing
Strategies Plans
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 2

3. Outline:
TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies
and Plans
1. What dimension defines business?
2. What are Porter’s Generic Strategies?
3. What are the three V’s Approach to Marketing?
4. What are the Major Competitive Spheres?
5. What are the levels of Marketing Plan?
Reference : Philip Kotler’s Marketing Management 13th Edition
3
http://suesilubrico.blogspot.com/

4. Outline:
TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies
and Plans
6. What are Marketing Alliances?
7. What is Holistic Marketing Framework?
8. Why Strategic Planning is important?
9. What are the Business unit Strategic Planning process?
10. What are the Marketing plans?
Reference : Philip Kotler’s Marketing Management 13th Edition
4
http://suesilubrico.blogspot.com/

5. Concept 1: What Dimensions Define a
Business?
Customer Groups
Customer
Needs Technology
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 5

6. Concept Example
Who are the Customer group?
We are the group, retailer
Customers Seeks to attract and satisfy
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 6

7. Concept Example
What are the Customer needs?
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 7

8. Concept Example
Service:
 Car broke down Towed
Fixing
Fixed
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 8

9. Concept Example
Goods:
Coffee bean Grind coffee bean filtered Pour
Coffee
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 9

10. Concept Example
Technology:
Makes your life easier…
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 10

11. Concept 2: Porter’s Generic Strategies
Overall cost Leadership
Differentiation
Focus
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 11

12. Concept Example
What is Overall Cost Leadership?
 Company seeks to gain greater market share
 To increase their sales
 To have lower prices than the competition
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 12

13. Concept Example
What is Differentiation?
 Product or service that offers unique attributes.
 Valued by customers
 Competitive advantage based on products or service.
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 13

14. Concept Example
What is Focus?
 Concentrates on meeting specialized needs of its
customers
 Focus on specific customers or markets
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 14

15. Concept Example
Focus:
Dell Computer’s
strategy is highly
focused around the
efficient sale and
manufacture of
computers and
computer peripheral
devices
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 15

16. Concept 3: What are the 3 V’s
Approach to Marketing
Define the value
Segment
Define the value
Proposition
Define the value
Network
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 16

17. Concept Example
Value Segment:
 Customer value brand or service by:
 Quality
 Advertisements
 Location
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 17

18. Concept Example
Value Proposition
 Target customers benefit from patronizing
company's product:
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 18

19. Concept Example
Why do customers buy from
Starbucks?
 Starbucks Value Propositions:
 To Create Experience around consumption
of coffee
 To Create Customer Intimacy
 To create an Ambience, the need for people to get
together.
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 19

20. Concept Example
Define the Value of Network
 Network of people and companies that
contribute to the increase in a product's value
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 20

21. Concept Example
How does Starbucks do their
Value Network?
 Advertising
 Word of Mouth
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 21

22. Concept Example
How does Starbucks do their
Value Network?
 Excellent Service
 Quality Products
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 22

23. Concept 4: What are the Major
Competitive Sphere?
Industry
Geographical Products
Vertical Competence
Channels
Market
Segment
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 23

24. Concept Example
Concept 4: Starbucks is an
international coffee and coffee chain
Industry
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 24

25. Concept Example
Concept 4: Starbucks serves people
worldwide with high quality products.
Products
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 25

26. Concept Example
Concept 4: What are the strong
competitve advantage of Starbucks?
Product Variety
High-Quality Products
Competence
Customer Service
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 26

27. Concept Example
Concept 4: Who are the target market
of Starbucks?
Family
Market Friends
Segment
Students Employees
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 27

28. Concept Example
Concept 4: Starbucks vertical
channels
Coffee Farm Distributed
Vertical
Channels Processed Finished product
Exported Delivered
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 28

29. Concept Example
Concept 4:Currently Starbucks is
present in more than 55 countries
Geographical
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 29

30. Concept 5:What are the levels
of Marketing Plan?
Strategic Tactical
Identify target Lays Marketing
Markets and Plans
Value proposition
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 30

31. Concept Example
Concept 5: Marketing Plan is an instrument
for directing and coordinating marketing
effort
 Strategic:
Nike’s Target Markets are:
Athletes Fitness Enthusiasts
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 31

32. Concept Example
Concept 5: Marketing Plan is an instrument
for directing and coordinating marketing
effort
 Tactical:
Merchandising
Promotion
Product features
Pricing
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 32

33. Concept 6:What are Marketing
Alliances?
Product or Services Alliances
Promotional Alliances
Logistics Alliances
Pricing Collaborations
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 33

34. Concept Example
Products and Services
Alliances
 Starbucks is extending its brand.
 Starbucks partnered with PepsiCo Inc.
 To produce a bottled version of Starbucks Frappuccino.
 Another partnership with Dryers
 To produce Starbucks branded ice cream products.
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 34

35. Concept Example
Promotional Alliances: Company agrees to
carry promotion for another company’s
product or service.
 Mc Donald's teamed up with Disney for 10 years
to offer products related to Disney films as part
of its happy meals.
Bee Movie Ice Age Movie
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 35

36. Concept Example
Logistic Alliances: One company offers
logistical services for another
company’s products.
 Abbotts laboratories warehouses and delivers
3M’s Medical and surgical products.
Medical
warehouse supplies Deliveries
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 36

37. Concept Example
Pricing Collaborations: One or more
companies join in special pricing
collaborations.
Hotels and
rental car
companies
often offer
mutual
discounts
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 37

38. Concept 7: What are the
Holistic Marketing Framework
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 38

39. Concept Example
Concept 7: Holistic Marketing Framework a
key of creating long term relationships among
stakeholders
Value Exploration Value Delivery
Value Creation
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 39

40. Concept 8: Why Strategic
Planning is important?
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 40

41. Concept Example
Concept 8: Why Strategic
Planning is important?
 It helps to response effectively with customer
needs by:
Planning
Implementing
Controlling
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 41

42. Concept 9:What are Business
Unit Strategic Planning Process
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 42

43. Concept Example
Business Mission:
Needs to
define its
specific
mission
within the
company
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 43

44. Concept Example
SWOT Analysis:
Overall evaluation of company's
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 43

45. Concept Example
Goal Formulation:
 Develop
specific goal
for the
planning
period
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 45

46. Concept Example
Strategic Formulation:
 Business
must design
strategy for
achieving its
goals.
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 46

47. Concept Example
Program Formulation:
 Must Plan
program to
strengthen
Research &
Development
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 47

48. Concept Example
Implementation:
 Even great
marketing
strategy can be
sabotaged by
poor
implementation
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 48

49. Concept Example
Feedback and Control:
 “Do the right thing
– to be effective”
Than
 “To do things right
– to be efficient”
- Peter Ducker
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 49

50. Concept 10:What are
Marketing Plans?
Executive Summary
Table of Contents
Situation Analysis
Marketing Strategy
Financial Projections
Implementation Controls
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 50

51. Concept Example
Concept 10: Executive
Summary
Open with a brief summary of main
goals and recommendation
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 51

52. Concept Example
Concept 10: Situation
Analysis
 How do we define the market?
 How big is it?
 How fast is it growing?
 What are the relevance trend?
 What are the products offering?
 What critical issue do we face?
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 52

53. Concept Example
Concept 10: Marketing
Strategy
Managers defines:
 Mission
 Marketing
 Financial objectives
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 53

54. Concept Example
Concept 10: Financial
Projections
Includes:
 Sales Forecast
 Expense forecast
 Break even analysis
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 54

55. Concept Example
Concept 10: Implementation
Control
It spells out the goals
and budget of each
month or quarter
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 54

56. Summary:
1. What dimension defines business?
2. What are Porter’s Generic Strategies?
3. What are the three V’s Approach to
Marketing?
4. What are the Major Competitive Spheres?
5. What are the levels of Marketing Plan?
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 56

57. Summary:
 6. What are Marketing Alliances?
 7. What is Holistic Marketing Framework?
 8. Why Strategic Planning is important?
 9. What are the Business unit Strategic
Planning process?
 10. What are the Marketing plans?
Reference : Philip Kotler’s Marketing Management 13th Edition
http://suesilubrico.blogspot.com/ 57

58. TOP 10 Learning Concepts
Ch 2: Developing Marketing Strategies and Plans
Sue Ann P. Silubrico
March 31, 2011
Reference : Philip Kotler’s Marketing Management 13th Edition
58
http://suesilubrico.blogspot.com/