This document outlines the key concepts covered in a marketing course, including strategic planning process in marketing, preparation of marketing plans, and various marketing practices like B2B marketing and service marketing. The course will cover topics like rural marketing, retail management, and internet marketing. Students will be assessed through presentations, assignments and a marketing/business plan project. Reference books for the course are also provided.

1. Marketing Applications &
Practices
Session: 1
Prof: Yasmin

2. Course Content
• Strategic planning process in Marketing
• Preparation of marketing and business
plans
• B2B marketing
• Fast moving consumer goods marketing
• Consumer Durables marketing
• Service marketing

3. Course Content
• Rural marketing
• Retail management
• Internet marketing –
• Direct marketing
• Event & Media marketing
• Field project involving preparation of
marketing / business plan in any
• Industry verticals.

4. Assessment
• 100 marks divided in 60 marks
external and 40 marks internals.
– Internals: Presentations, case studies,
class test, assignments, class activities
and attendance

5. Reference books
• Marketing Management - Kotler, Keller,
Koshi & Jha – 14th edition – perarson.
• Basic Marketing, 13th
edition, Perrault and
McCarthy – Mcgraw Hill India
• Marketing Management – Indian Context
Dr. Rajan Saxena – McGraw Hill India
• Marketing Management – Ramaswamy &
Namkumari – Mcmillan

6. Overview
• Topics covered so far
– Introduction, evolution of marketing,
– Marketing environment,
– Market research
– CBB, OBB
– Pillars of Marketing
– Marketing Mix

7. Overview
• Syllabus of semester two
– Formulation of strategies
– Practical application
– Studying marketing under rural conditions,
retail, service marketing, FMCG etc

8. STRATEGIC PLANNING
PROCESS IN MARKETING
Chapter 1

9. Strategic Marketing
• Strategic marketing deals with the 'big
picture' marketing planning. It analyzes
how a company can best satisfy its
customers and make a profit at it.
• Strategic marketing planning is directed
from the top of the company and is
extremely important.

10. Strategic Marketing- Definition
• Identification of one or more sustainable
competitive advantages a firm has in the
markets it serves (or intends to serve),
and allocation of resources to exploit
them.

11. • Strategic Marketing calls for a more
structured approach where we define what
we’re trying to accomplish, measure and
analyze the markets and media options
and implement an integrated campaign
that will help you capture the most value
for your budgeted marketing money by
achieving your defined objectives.

12. Kotler on
Marketing
It is more important
to do what is
strategically right
than what is
immediately
profitable.

13. Marketing the key to success
• Understand the Marketplace and
Consumer
– A company must identify the sources of demand for
its products and closely analyze the competitive
landscape in which it wants the consumer to prefer its
products over those of competitors.
• The company must divide potential customers
into segments and find ways to best satisfy
them. Each segment may require a distinct
marketing mix.

14. Marketing the key to success
• Set Clear Objectives
– Strategic marketing is also based on the
principle of setting clear objectives of what the
company needs to achieve in terms of its
market position. An important variable with
this principle is market share. Basically, the
more dominant a company is in any particular
consumer segment, the higher prices it can
command and the stronger its long-term
position is.

15. Marketing the key to success
• Deliver Value
– While satisfying individual consumer
segments and gaining market share is
important, the company must add value to be
successful in the long term. Strategic
marketing planning must be build on a strong
foundation---a company has to deliver a
tangible benefit to the consumers of its
products.

16. Principles of Strategic
Marketing

17. PRINCIPLE #1
Know your Target Group
• An Effective Marketing Campaign will be
directly focused on selling to your specific
niche.
• Different groups of people are looking for
different concepts.
• When you present your product to a specific
niche, you increase the buyer interest
exponentially, creating an opportunity for
greater marketing success.

18. PRINCIPLE #2
Share your Genuine Passion
• When you feel strongly about your product
or service, the passion and enthusiasm
you generate creates momentum that will
ultimately sell your product or service.
• Your buyer will assume the same passion
and begin to promote your product
expanding your potential market with word
of mouth marketing.

19. PRINCIPLE #3
Dare to be Different and Unique
• And stand out in the crowd.
• Being different exemplifies quality, value,
and independence within your market.
• When you present your business as
Unique and Differentiate between yourself
and others you Brand your business with
Integrity and Independence.

20. PRINCIPLE #4
Understand the Law of Success
• Know that Success is the natural response to
Marketing. Once you understand that Success is
the Natural Response to Marketing it's easy to
accept a "No" with sincere grace and move on to
the next customer.
• When you realize that making a sale is a direct
result of having a product or service to sell, you
can smile and walk away graciously when
someone doesn't buy with confidence that they
just don't need what you have to offer.

21. PRINCIPLE #5
Know your Business Purpose
• When you understand that your purpose in
business is to make sales and market your
product or services, then you begin to present
your product and services in everything you do.
• Your website promotes your business, because it
sells your products and services. Your business
card, your letterhead, you copy, your mannerisms
sell your business because that's the purpose and
goal of your Business.

22. PRINCIPLE #6
Find Results Oriented Solutions
• Once your efforts are focused on solutions
your business expands to encompass the
process, developing new ways and concepts
to offer solutions to your specific market.
• Your customers begin turning to you for all
their solutions in your field and your company
produces more and more solutions. The
result of high quality business solutions is
success.

23. PRINCIPLE #7
Never Give Up
• Failure is part of success.
• When you realize that every failure you
experience brings you that much closer to
success, and every failure you experience is
a lesson bringing you closer to success, you
encounter more opportunities for success.
• Learn from mistakes and make consistent
strides to improve your Business Marketing
Strategies.

24. The Marketing Process
• Steps in the Planning Process
– The marketing process
• Analyzing Market Opportunities
• Developing Marketing Strategies
• Planning Marketing Programs
• Managing the Marketing Effort
– Annual-plan control
– Profitability control
– Strategic control

25. The Marketing Process

26. The Marketing Process
• The process of
1. Analyzing marketing opportunities;
2. Selecting target markets;
3. Developing a marketing mix;
4. Managing the marketing effort.
• The company first identifies the total market, then
divides it into small segments, selects the most
promising segments, and focuses on serving and
satisfying these segments.
• To find the best marketing mix and put into action, the
company engages in marketing analysis, planning,
implementation and control.

27. Connecting with Consumers
• Companies know that they cannot connect
profitably with all consumers in a given market – at
least not all consumers in the same way.
• Thus, each company must divide up the total
market, choose the best segments, and design
strategies for profitably serving chosen segments
better than its competitors do.
• This process involves three steps: market
segmentation, market targeting, and market
positioning.

28. Market Segmentation
• The market consists of many types of consumers, products, and
needs, and the marketer has to determine which segments offer
the best opportunity for achieving company objectives.
• Consumers can be grouped and served in various ways based on
geographic, demographic, psychographic, and behavioral factors.
• A market segment consists of consumers who respond in a
similar way to a given set of marketing efforts.
• Market segmentation – dividing a market into distinct groups with
distinct needs, characteristics, or behavior who might require
separate products or marketing mixes.

29. Market Targeting
• The process of evaluating each market segment’s
attractiveness and selecting one or more segments to
enter.
• A company should target segments in which it can
profitably generate the greatest customer value and
sustain it over time.
• Most companies enter a new market by serving a single
segment, and if this proves successful, they add
segments.
• GM says that it makes a car for every “person, purse,
and personality.”

30. Market Positioning
• A product’s position is the place the product occupies
relative to competitors in consumers’ minds.
• Market positioning – arrangement for a product to
occupy a clear, distinctive, and desirable place relative
to competing products from competing brands and give
them the greatest strategic advantage in their target
markets.
• Thus, marketers plan positions that distinguish their
products from competing brands and give them the
greatest strategic advantage in their target markets.
• The company first identifies possible competitive
advantages on which to build the position.

31. The four Ps of Marketing Mix
Target
customers
Intended
positioning
Target
customers
Intended
positioning
Product
Variety
Quality
Design
Features
Brand name
Packaging
Services
Product
Variety
Quality
Design
Features
Brand name
Packaging
Services
Place
Channels
Coverage
Assortments
Locations
Inventory
Transportation
Logistics
Place
Channels
Coverage
Assortments
Locations
Inventory
Transportation
Logistics
Promotion
Advertising
Personal selling
Sales promotion
Public relations
Promotion
Advertising
Personal selling
Sales promotion
Public relations
Price
List price
Discounts
Allowances
Payment period
Credit terms
Price
List price
Discounts
Allowances
Payment period
Credit terms

32. Buyer’s Viewpoint
4Ps 4Cs
Product
Price
Place
Promotion
Customer solution
Customer cost
Convenience
Communication

33. Managing the Marketing Effort
AnalysisAnalysis
Planning
Develop strategic
plan
Develop marketing
plan
Planning
Develop strategic
plan
Develop marketing
plan
Implementation
Carry out the
plans
Implementation
Carry out the
plans
Control
Measure results
Evaluate results
Take corrective
action
Control
Measure results
Evaluate results
Take corrective
action

34. Marketing Analysis & Planning
• The company must analyze its markets and marketing
environment to find attractive opportunities and to avoid
environmental threats.
• It must analyze company strengths and weaknesses as well as
current and possible marketing actions to determine which
opportunities it can best pursue.
• Marketing planning involves deciding on marketing strategies
that will help the company attain its overall strategic objectives.
• A marketing strategy is the marketing logic whereby the
company hopes to achieve its marketing objectives. It consists
of specific strategies for target markets, positioning, the
marketing mix, and marketing expenditure levels.

35. Marketing Implementation
• A brilliant marketing strategy counts for little if the
company fails to implement it properly.
• Marketing planning addresses the what and why of
marketing activities, implementation addresses the who,
where, when, and how.
• Many managers think that “doing things right”
(implementation) is as important as, or even more
important than, “doing the right things” (strategy).
• Successful implementation depends on how well the
company blends its people, organizational structure,
decision and reward systems, and company culture into a
cohesive action program that supports its strategies.

36. The Control Process
Set goals Measure performance Evaluate performance Take
corrective
action
What do we want to
achieve?
What do we want to
achieve?
What is
happening?
What is
happening?
Why is it
happening?
Why is it
happening?
What should we do
about it?
What should we do
about it?

37. Marketing Control
• The process of measuring and evaluating the results of marketing
strategies and plans, and taking corrective action to ensure that
objectives are achieved.
• Operating control involves checking ongoing performance against the
annual plan and taking corrective action when necessary.
• Strategic control involves looking at whether the company’s basic
strategies are well matched to its opportunities.
• The marketing audit is a major tool for strategic control. It is a
comprehensive, systematic, independent, and periodic examination of
a company’s environment, objectives, strategies, and activities to
determine problem areas and opportunities.