m S.No.

- 2/2
m LECTURE TITLE ± MARKETING STRATEGY &
MARKETING MIX

1
ICRI, Mumbai
m STRATEGIC PLANNING ± ³The process of
developing and maintaining a strategic fit
between organisation¶s goals and capabilities and
its changing marketing opportunities.´
m Sets the stage for rest of planning ±annuals plan,
long range plans, strategic plans
Ń Strategic plans- involves adapting the firm to take
advantage of opportunities in its constantly changing
environments
 PLANNING
SETTING áESIGNING MARKETING
áEFINING
COMPANY¶S BUSINESS ANá OTHER
COMPANY¶S
ONJECTIVE PORTFOLIO FUNCTIONAL
MISSION
S & GOALS STRATEGIES

BUSINESS UNIT,
CORPORATE LEVEL PROáUCT,
MARKET LEVEL
Œhy is marketing planning
necessary?
‡ Systematic futuristic thinking by
management
‡ better co-ordination of company efforts
‡ development of better performance
standards for control
‡ sharpening of objectives and policies
‡ better prepare for sudden new developments
‡ managers have a vivid sense of participation
Ń Formal plans can be quickly overtaken by
events
Ń Elements of the plan my be kept secret for no
reason
Ń gulf between senior managers and
implementing managers
Ń the plan needs a sub-scheme of actions
Objectives of the marketing
plan
‡ Acts as a roadmap
‡ assist in management control and
monitoring the implementation of strategy
‡ informs new participants in the plan of their
role and function
‡ to obtain resources for implementation
‡ to stimulate thinking and make better use
of resources
Ń Assignment of responsibilities, tasks and
timing
Ń Awareness of problems, opportunities and
threats
Ń Essential marketing information may have
been missing
Ń if implementation is not carefully controlled
by managers, the plan is worthless!
m áon¶t blindly rely on mathematical and statistical
calculations. Use your judgement as well
m áon¶t ever assume that past trends can be
exploited into the future forever
m if drawing conclusions from statistical data, make
sure the sample size is sufficiently large
m Analysis - where are we now?
m Objectives - where do we want to be?
m Strategies - which way is best?
m Tactics - how do we ensure arrival?
m Control - are we on the right track?
m The executive summary
m table of contents
m situational analysis and target market
m marketing objectives
m marketing strategies
m marketing tactics
m schedules and budgets
m financial data and control
m Acts as an invisible hand
m MISSION ± ³A statement of the organisation¶s
purpose- what it wants to accomplish in the larger
environment
Ń Œhat is our business
Ń Œho is our customer
Ń Œhat do consumers value
Ń Œhat should our business be
m Avoid making it too narrow or too broad
m Should be realistic & fit market environment
m Should be specific ± not too long/ too vague/ too
dull/ not sales or profit/
m Should let employee feel they are doing
worthwhile and contribute to people¶s life
m NIKE- Bring inspiration and innovation to every
athlete´ in the world
Ń ³if you have a body you are an athlete´
m eBay ± ³ to provide a global trading platform where
practically anyone can trade practically anything ±
you can get it on eBay
m Girls Scout of USA- ³Girl Scouting builds girls of
courage, confidence, and character, who make the
world a better place.´
Ń ³To prepare young girls for motherhood and motherly
duties
m
m Microsoft- Aim is ³to help people realise their
potential ± your potential our passion´
m ³engaged in grooming the youth ± r


    ± into disciplined and patriotic
citizens.´
m AIM ±
Ń 1. To áevelop Character, Comradeship, áiscipline, Leadership,
Secular Outlook, Spirit of Adventure, and Ideals of Selfless
Service amongst the Youth of the Country.
Ń 2. To Create a Human Resource of Organized, Trained and
Motivated Youth, To Provide Leadership in all Œalks of life and be
Always Available for the Service of the Nation.
Ń 3. To Provide a Suitable Environment to Motivate the Youth to
Take Up a Career in the Armed Forces.
m R   The purpose of the Movement is to
contribute to the development of young people in
achieving their full physical, intellectual, social and
spiritual potentials as individuals, as responsible
citizens and as members of local, national and
international communities.
m INFOSYS TECH ±
m G  
Ń ÎTo be a globally respected corporation that provides
best-of-breed business solutions, leveraging technology,
delivered by best-in-class people.Î
m „  
Ń ÎTo achieve our objectives in an environment of fairness,
honesty, and courtesy towards our clients, employees,
vendors and society at large.Î
m SLOGAN ± ³ŒE MAKE IT SIMPLE´
m Complex pharmacoepia into simple & manageable
chemistry-
m VISION ± ³To become Asia¶s leading and one
among top 15 generic pharma companies in the
world by 2015
m MISSION ± ³ to become most valued pharma
partner for world pharma fraternity by continuously
researching, developing & manufacturing a side
range of products complying with highest
regulatory standards.¶
m VISION ± ³A world class engineering enterprise
committed enhancing stakeholder value.´
m MISSION ± ³To be an Indian Multinational
Engineering Enterprise providing total business
solutions through quality products, systems and
services in the fields of energy, industry,
transportation, infrastructure and other potential
areas
m VISION ± ³to be the most efficient power company of the country
with optimum utilisation of resources, to provide power to all, while
bringing reward to all its stakeholders´
m MISSION-
Ń To develop and operate technically sound projects in cost
effective manner
Ń To ensure best monitoring and maintenance techniques which
would offer us a competitive advantage in the industry.
Ń To become world class transnational power company with
diversified sources of revenue & low business risks
Ń Maintain a high level of CSR in communities in which we operate
m
m VISION- Î


  

 
  
 
  
  
 
 


 Î
m G  G 
Ń G   Imbibe and share the vision.
Ń V  Lead through honesty and integrity.
Ń ? Earn respect.
Ń  Gain patient trust.
Ń p  Commit to compassion, care and understanding.
Ń ëOwn quality excellence.
Ń p
 Uphold innovation and continuous improvement.
Ń 6
 áevelop and share success.

m
m Turn its mission into detailed supporting objectives
for each level of management
m Each manager should have his objectives and
goals
m MONSANTO ±
Ń Mission ± ³to improve future of farming«improving future of
food«.abundantly and safely. ³to imagine innovative agriculture
that creates incredible things today.´

Ń OBJECTIVE ± ³to build profitable customer relationships by

developing better agricultural products and getting them to market
faster at lower cost>´
m It is collection of businesses and products that
makeup the company
m Guided by company¶s mission and objectives
m To best fit company¶s strengths, weaknesses and
opportunities in environment
m CURRENT-
Ń identify key businesses-
- SBUs;
Ń attractive ones; portfolio analysis ±
- strength of market/ industry and strength of position of unit in
that market
m BCG Approach
m Classify all businesses in a growth-share matrix
uV u ?ë
u
uV u6u?
uG

M VG6 „
A QUESTION
R
K MARK
E STAR ë
6u?
T
G
R
? ? uV u
?ë
u

O
Œ CASH COŒ
T
ë

H áOG ?ë
u
uV u6u?
R
A
T
E RELATIVE MARKET SHARE ë

áOG ?ë
u
ë
6u?
m ONE ±invest more to build its share
m TŒO ± invest just enough to hold its share to
current levels
m THREE ± harvest the unit, milking its short term
cash flow regardless to long term effect
m FOUR ± divest the unit by selling it or phasing it
out and using resources elsewhere
m Life cycle of SBU-may change its position
m Need to add new products and units
m Need for growth
m Satisfy their customers
m Attract top talent
m Growth is oxygen. It creates vital enthusiastic
corporation where people see genuine opportunities
m Growth itself is not objective. Profitable growth is.
m Marketing must identify, evaluate, select market
opportunities and lay down strategies for capturing them
m áeeper market
penetration
m Market
development Existing products New products

m Product
development
Existing market Market Product
m áiversification penetration development

Market
New markets diversification
development
m 1. company case ± page 32 & 33 (Kotler 11th
edition)
m 2. company case- page 32 & 33 (Kotler 12th
edition)
m The Marketing Mix is the set of controllable,
tactical marketing tools that the firm blends to
produce the response it want in the target market.

m The Marketing Mix consists of everything the firm

can do influence the demand for its product
m Selling and Advertising are the only two
Marketing functions.

m Advertising and Sales are components of the

promotional element of the Marketing Mix

m Marketing Mix include Product, Price, and

distribution

m Marketing also includes Research,

Information System an Planning.
m R?ëp 
Product anything that can be offered to market attention, acquisition,
use or consumption that might satisfy a want or need.

m 6?GV
Any activity or benefit that one party can offer to another that is
essentially intangible and does not result in the ownership.
 „?
 V „V

 R 6

R?ëp R?V p6 ë„? p6 ë„?

6ëp Vë ë6

R R?ë„ë Vë

ëGV 넄pV Vë
m R  The goods and services combination
the company offers to the target market

m R  The amount of money customers have

to pay obtain the product

m R Place includes company activates that

make the product available to target consumers.

m R   Promotion means activities that

communicate the merits of the product and
persuade target customer to buy it.
m   G 
Customer Value difference between the
benefit the customer gain from owing and / or
using a product and the cost of obtaining the
product.

- One biggest challenges for Management is to

increase the Value of their Product for their
target market.

- Managers must know their customers and

understand what creates value for them.
m The conventional view of the marketing mix consisted
of four components (4 Ps): R
R  R
 
  
R


M
m Generally acknowledged that this is too narrow today;
now includes , R
 , R
 [technology
]R

[employees], R 
  
m Marketers today are focused on virtually all aspects of
the firm¶s operations that have the potential to affect
the

  with customers.

38
39
1. ³The purpose of a company is µto create a customer«The only
profit center is the customer.¶´
2. ³A business has two²and only two²basic functions:  
and 

M Marketing and innovation produce results: all the
rest are costs.´
3. ³The aim of marketing is to make selling unnecessary.´
4. ³Œhile great devices are invented in the Laboratory, great
products are invented in the Marketing department.´
5. ³Marketing is too important to be left to the marketing
department.´

40
 TRAáITIONA L BUSINESS
PROCESS SEQUENCE
4-8
SELL
PROáUCT

3. MAKE 4. PRICE
5. SELL
6.
2. AáVERTIS
PROCUR E/
E PROMOT
1-3 E
MAKING
1. PROáUCT
áESIGN 7.
PROáUC áISTRIB
T UTE

8.
SERVICE
CUSTOMER SEGMENTATION
I. CHOOSE
MARKET SELECTION THE VALUE
VALUE POSITION
(STP)

PROáUCT áEVELOPMENT

SERVICE áEVELOPMENT
II. PROVIáE
PRICING
VALUE
SOURCING & MARKETING

áISTRIBUTING & SERVICING

SALES FORCE
III.
SALES PROMOTION COMMUNICA
AáVERTISING TE VALUE
6
 
 


6     

 

 

  
    
l

 
       
    | 
 

l

   
 



 
 
 
 

43
' 6 R  is the managerial
process of creating and maintaining a fit
between the organization¶s objectives and
resources and the evolving market
opportunities.

ƒ Also called Strategic Management Process

ƒ All organizations have this
ƒ Can be Formal or Informal

44
|

6 


Business Mission Statement
Objectives
Situation Analysis (SŒOT)
Marketing Strategy
l Target Market Strategy
l Marketing Mix
ƒ Positioning
ƒ Product
ƒ Promotion
ƒ Price
ƒ Place ± áistribution
ƒ People
ƒ Process
Implementation, Evaluation and Control

45

 


^









  









 
6
 

 
 
 



 

  
 !
 

  





 
46
m Printed Media

m Electronic Media

m Convention & Conference

m Œorkshops

m Œebsite
m The Psychology of Buying
m Selling to a Structure
m Communicating Your Message
m Effective Telephone Selling
m Question Technique
m Benefits & How to Sell Them
m Objection Handling
m Closing Œithout Tears
m The Perfect Negotiation
m Promotion is an Important Marketing Force the
provides an Extra Incentive for consumers, the
trade.
m The sales force and other influential Groups
m Marketing & Promotion through proper channel

m Create Brand Image

m Participation in

- National / International Conferences

- International Trade Fare & Exhibitation

- Œorkshops

- Research Paper

- Camps
m Sell the Product in International Market

m  Show and    for the Medical Tourism Industry is a

major   
  ...

m Market environment emphasizes the

 ¶s appeal and its
  as an   ...

m Organize road shows abroad to attract foreign tourists to our

country