Strategic Product Management - Marketing Planning

1. A publication of
Dr. Rajesh K Satpathy
Strategic
Product
Management
Marketing Planning & Competitor
Analysis /PGDM/KIAMS/2021

2. Marketing Planning
In most organizations, “strategic planning” is an annual
process, typically covering just the year ahead.
Occasionally, a few organizations may look at a practical
plan which stretches three or more years ahead.

3. Behind the corporate objectives, which in themselves offer the main
context for the marketing plan, will lay the “corporate mission”; which
in turn provides the context for these corporate objectives. In a sales-
oriented organization, marketing planning function designs incentive pay
plans to not only motivate and reward frontline staff fairly but also to align
marketing activities with corporate mission.
Marketing Process Model

4. Competitor Analysis for Decision Making
“World trade means competition
from anywhere; advancing
technology encourages cross-
industry competition.
Consequently, strategic planning
must consider who our future
competitors will be, not only who
is here today.”
– Eric Allison, Uber.

5. What is Competitor
Analysis?
Competitor Analysis is a process
by which businesses gather
information about competitors and
the competitive environment, apply
it to their planning and decision-
making processes to improve their
performance.
Competitor analysis is a powerful
strategy to identify significant
competitors. It can be used to
conduct research on competitor’s
products, advertising campaigns,
sales, and marketing strategies.

6. Why is Competitor
Analysis Important?
Competitor analysis is like a
mirror!
It displays your strengths and
weakness within the market. And
not just that, it can be of great use
to exploit the weakness of your
competitors. Competitor analysis
has a great influence in shaping
the company’s strategies.
Why competitor analysis is important
for a company:
1. Identify Strengths and weakness of
your competition
2. Formulate effective marketing
strategies
3. Learn the best practices from a
large segment of competitors
4. Forecast key assets and skills
needed to beat your competition
5. Spot gaps and trends in the market
6. Discover new products and services

7. Competitor analysis
has a great influence
in shaping the
company’s
strategies.

8. How to do a Competitive Analysis?
Competitor analysis can be done in 12
simple and easy steps…
1. Determine who your competitors are.
2. Determine what products your competitors
offer.
3. Research your competitors' sales tactics
and results.
4. Take a look at your competitors' pricing, as
well as any percentage they offer to
stakeholders.
5. Ensure you're meeting competitive shipping
costs.
6. Analyze how your competitors market their
products.

9. How to do a Competitive Analysis?
7. Take note of your competition's content strategy.
8. Learn what technology stack your competitors'
use.
9. Analyze the level of engagement on your
competitors' content.
10. Observe how they promote marketing content.
11. Look at their social media presence & strategies.
12. Perform a SWOT Analysis to learn their
strengths, weaknesses, opportunities, and threats. https://www.youtube.com/
watch?v=kRemMkQ08ZM
https://www.youtube.com/
watch?v=FNGMHt0kCRw

10. Identify all such
companies that
are directly in
competition with
you. They should
have the same
product as yours.
Their target
audience should
be exactly the
same as yours.

11. You stand to
gain valuable
insights into
their business
strategy.
This, in turn,
helps to design
and improve
your business.

12. Analyze the level of engagement on your competitors' content.

13. Thank You !!