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Overview
By
Dr. Ravindra Pratap Gupta
Quote-1
Indian Connotation of Marketing
Maha+Racketing
&
Mar+Kutting
- Dr Ravindra Pratap Gupta
Contents
Definition-Marketing
Role of Marketing
Scope of Marketing
Definition-Marketing Management
Difference between Sales & Marketing
Difference between Strategy & Tactics
Marketing Strategy-Hierarchy Linkage
Definition-Marketing Strategy
What is Competitive Advantage?
A Viable Marketing Strategy
Key Elements of Marketing Strategy Formulation
For designing marketing Strategy Orgnaisations need to
answer
Marketing Strategy aligned with-The Business Vision
Market Strategy Inputs & Outputs
Marketing
Marketing is the process of planning and
executing the conception, pricing, promotion,
and distribution of ideas, goods, services to
create exchanges that satisfy individual and
organizational goals
--American Marketing Association
Role of Marketing
Primary Role of Marketing is to stimulate potential
Scope of Marketing
Task of creating, promoting and delivering goods
Scope of Marketing.
Marketing people are involved in marketing 10 types of
entities
Ideas
Goods
Services
Experience
Events
Persons
Places
Properties
Organisations
Information
Marketing Management
Strategic Plan
Outlines the broad framework and guidelines for
the business
Tactical Plan
Presents the Operational Details or
implementation aspects for reaching strategic
goals
Marketing Strategy-Hierarchy
Linkage
Hierarchy of goals and objectives
Organizational Goals and Objectives
Marketing Goals and Objectives
Marketing Mix Goals and Objectives
Marketing Mix Element Goals and Objectives
Marketing Strategy-Defined
A statement of how a brand will achieve its
Edge
Competitive Advantage
Competitive advantage is a companys
ability to perform in one or more ways
that competitors cannot or will not
match.
--Philip Kotler
Where to compete
How to compete
When to compete
is our business?
is the value to the customer?
will be our business
should be our business
Core
Core
Purpose
Purpose
Business
Business
Vision
Vision
Mission
Mission
(Action)
(Action)
Internal Analysis
Performance Analysis
Determinants of strategic
options
Strategic
Strategic Analysis
Analysis
Outputs
Outputs
Strategy
Strategy Identification,
Identification,
Selection,
Selection, and
and
After SWOT Organization needs to figure out where it wants to go and what it wants to
do?
New
New
Products
Products
Present
Present
Markets
Markets
Market
Market
Penetration
Penetration
Product
Product
Expansion
Expansion
New
New
Markets
Markets
Market
Market
Expansion
Expansion
Diversification
Diversification
Vertical
Vertical Integration
Integration
Stars
0%
? Marks
Cash Cows
Dogs
Dogs
Generate cash for
Low or no cash use
?, Stars
When to divest or
Profitable in
Liquidate
Declining Mkt
10x
1.5x
Relative Market
.1x
(log scale)
concentrate on a portion
Determining when an existing target market
strategy needs to be modified
Deciding to stop serving a particular target
market
Demand Forecasting
Market Potential, Market Forecast, Sales Potential, Sales
Forecast
Sales Forecasting
Executive Judgment, Sales force Composite, Survey of Buyer
intentions, Trend Analysis
Product
Customer
Solution
Convenience
Price
Promotion
Customer
Cost
Communication
Developing Marketing
Programme and Follow-up
Developing Marketing Programme
All MARCOM tools to be worked as IMC budget
Advertising
Sales Promotion
Personnel Selling
PR & Publicity
Direct Marketing
Follow-up by
Sales Analysis
Iceberg Principle & 80/20 Principle
Marketing Cost Analysis
Profitability of Marketing Strategy
Quote-2
"The most serious mistakes are not being
made as a result of wrong answers. The truly
dangerous thing is not getting the right
questions."
Dr Ravindra
Pratap Gupta
Questions
Q 1) Define Marketing Discuss its role & Scope.
COPYRIGHT
Copyright 2011 Dr Ravindra Pratap Gupta All rights
Thanks