This document discusses marketing strategy planning and formulation. It covers analyzing the internal and external environment, identifying customer needs and segments, assessing company resources and competitors, and conducting SWOT and 4C analyses. It then discusses developing strategies for the marketing mix elements of product, place, promotion, and price. The marketing mix strategies are organized according to the basic 4Ps framework. The document also presents immutable laws of marketing and discusses the role of marketing at the corporate, product, and executional levels.
4. Marketing Strategy Planning
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Competitors
Current &
Prospective
S.
W.
O.
T.
Context: External Market Environment
Technology, Political & Legal, Social & Cultural, Economic
4C Analysis SWOT Analysis
5. Marketing Strategy Planning
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Competitors
Current &
Prospective
Context: External Market Environment
Technology, Political & Legal, Social & Cultural, Economic
Targeting &
Segmentation
Positioning &
Differentiation
S.
W.
O.
T.
4C Analysis SWOT Analysis STPD
6. Marketing Strategy Planning
Process
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Competitors
Current &
Prospective
Context: External Market Environment
Technology, Political & Legal, Social & Cultural, Economic
Targeting &
Segmentation
Positioning &
Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
S.
W.
O.
T.
MIX Analysis
People, Post Sale service
Personal experience, Process
7. • Total Product Concept
• Branding
• Packaging
• Warranties
• Product-line assortment
• New product Developm.
Product Strategy Decision Areas
11. Product
Physical Goods
Service
Features
Quality Level
Accessories
Installation
Instructions
Warranty
Product Lines
Packaging
Branding
Place
Objectives
Channel Type
Market Exposure
Kinds of
Middleman
Kinds and
Locations of
Stores
How to Handle
Transporting and
Storing
Service Levels
Recruiting
Middlemen
Managing
Channels
Promotion
Objectives
Blend
Salespeople
Kind
Number
Selection
Training
Motivation
Advertising
Targets
Kinds of Ads
Media Type
Copy Thrust
Who Prepares?
Sales Promotion
Publicity
Price
Objectives
Flexibility
Level over PLC
Geographic
Terms
Discounts
Allowances
Strategy decisions organized by the 4 basic Ps
12. Marketing Strategy Planning
Process
Customers
Needs and other
Segmenting
Dimensions
Company
Mission, Objectives,
& Resources
Competitors
Current &
Prospective
Context: External Market Environment
Technology, Political & Legal, Social & Cultural, Economic
Targeting &
Segmentation
Positioning &
Differentiation
Narrowing down to focused strategy with quantitative and qualitative screening criteria
S.
W.
O.
T.
MIX Analysis
People, Post Sale service
Personal experience, Process
15. THE INMUTABLE LAWS OF MKTG
The Law of Leadership: "It is better to be first than be the best”
The Law of Category: "If you can not be first in a category, set up
a new category you can be first in”
The Law of Perception: "Marketing is not a battle of products: it
is a battle of perception" (the effect "everyone knows" that Volvo
is the safest car, etc.)
The Law of Division: "Over time, a category will divide in two or
more categories”
The Law of Acceleration: "Successful Programs are not built on
fads, they are built on trends".
The Law of Brand Extension: ”You can not extend a brand to
unrelated products”.
16. Role of marketing
Corporate/B.U. Level
The policy question
”How to develop a customer focus?”
Marketing´s answer
Bring the voice of the customer into the
organization
Tools
Market research, customer visits, market
orientation audits
17. Role of marketing
Product Level
The policy question
”How to best adapt to the market?”
Marketing´s answer
Develop a value proposition and
competitive positioning based on
customer needs
Tools
Customer and competitive analysis
18. Role of marketing
Executional Level
The policy question
”How to go to market?”
Marketing´s answer
Integrate the mix to deliver what the
target market wants
Tools
Consumer research, product testing, comm
research, channel audits, etc.
