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STRATEGIC MARKETING

STRATEGIC MARKETING. An Introduction Resource Person: Aly Raza Syed March 2009. STRATEGY. STRATEGY. S = Spot T = Trend R = Review A = Apply T = Tactics E = Evaluate G = Greater Y = Yields. STRATEGY.

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STRATEGIC MARKETING

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  1. STRATEGIC MARKETING An Introduction Resource Person: Aly Raza Syed March 2009

  2. STRATEGY

  3. STRATEGY • S = Spot • T = Trend • R = Review • A = Apply • T = Tactics • E = Evaluate • G = Greater • Y = Yields.

  4. STRATEGY • After SPOTTING TRENDS externally, you have to REVIEW the organization internally (its policy , its tactics, its action plan and its Resources). Then you APPLY your TACTICS. You EVALUATE which strategies or tactics give you the GREATEST YIELD.

  5. SMP The Steps

  6. External Environment Opportunities & Threats Macro Environment Industry Environment Internal Environment Firms Resources, Organizational Mission & Goals Strategy Formulation Corporate Strategy Formulation Business Unit Strategy Formulation Functional Level Strategy Implementation Organizational Structure, Leadership Power & Culture Strategic Control Strategic Control Process & Performance

  7. CORPORATE LEVEL BUSINESS UNIT LEVEL Levels of Management FUNCTIONAL LEVEL

  8. FAUJI CEMENT FAUJI CEREALS FAUJI UPJOHN Factory Manager Manager Marketing Manager Admin Levels of Management. FAUJI FOUNDATION

  9. THE ENVIRONMENT

  10. THE ENVIRONMENT External Internal Macro Micro Controllable Variables Mission/Goals/ Objective 4 Ps Structure SOP’s Suppliers Customers Competitors Intermediaries DEEP-LIST

  11. Market Types: • Market Place • Market Space • Meta Markets

  12. Consumer Market vs.Industrial Market

  13. Needs Vs. Wants

  14. Types of Competitors • Direct Competitors • Indirect Competitors • Substitute Competitors • Generics

  15. Competition • Market Leader • Market Challenger • Market Follower

  16. Competitive Strategies

  17. The Process of Marketing Market Segmentation Target Marketing Marketing Mix

  18. SATISFACTION • When customer gets Value • Total benefits > Total Cost • Where Utility is created

  19. The Market Mix The Four Hard P’s Product Price Place Promotion The Three Soft P’s People Process Physical Evidence

  20. The Marketing Mix • Product • Place • Price • Promotion

  21. Product Vs. Services • Products: • Tangible

  22. Services Intangibility Heterogeneity Simultaneous Production and Consumption Perishability

  23. The Marketing Mix • Product • Promotion • Place • Price

  24. Tool for Sales Promotion • Coupons • Premium Prices • Rebates and discounts • Sampling • Sponsorships • Event Marketing • Trade Shows • Product placement • Public Relations • Publicity

  25. Advertising • Newspapers • Telephone • Direct Mail • Radio • Yellow Pages • Magazines • Out of home Advertising: • POS/ Billboards/Posters/Banners/Wall Chalking • Interactive Media • The Internet

  26. PUSH vs. PULL Strategy

  27. Unique Selling Prepositions

  28. POSITIONING

  29. The Marketing Mix • Product • Promotion • Place • Price

  30. Distribution/Place • Direct • Indirect • Retailing • Wholesaling

  31. Consumer Marketing Channels

  32. The Marketing Mix • Product • Promotion • Place • Price

  33. Price • Market Penetration Pricing • Market Skimming Pricing • Par Pricing • Psychological Pricing • Uniform Pricing • Geographic Pricing

  34. Price Computation Strategies • Cost Plus Pricing Strategy • Demand Based Pricing Strategy • Geographic Pricing • EDLP Strategy • Competitive Pricing Strategy • Parity Pricing Strategy

  35. The Extended Marketing Mix People Processes Physical Evidence

  36. The Marketing Mix

  37. Process

  38. Physical Evidence

  39. Benchmarking

  40. Benchmarking in Quality. Quality Level of Best Performer Fill The Gap GAP Your companies Quality Level

  41. Core Competencies

  42. Resources are rare Resources are organized Resources are inimitable Resources are valuable Resources And Core Competence Core competencies

  43. KAIZEN

  44. NO W PLEASE !!!

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