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Product Planning - PowerPoint PPT Presentation


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Product Planning. Chapter 8. Market Planning. Two major streams of activities Situation analysis Company issues Competitor issues Customer issues Marketing mix elements Product Place Promotion Price. Situation Analysis. Industry analysis (Michael Porter, 1980) Five forces model

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market planning
Market Planning
  • Two major streams of activities
    • Situation analysis
      • Company issues
      • Competitor issues
      • Customer issues
    • Marketing mix elements
      • Product
      • Place
      • Promotion
      • Price
situation analysis
Situation Analysis
  • Industry analysis (Michael Porter, 1980)
    • Five forces model
  • Competitor analysis
    • Immediate and potential competitors
      • Four levels of competition (Exhibit 8.4, p. 141)
    • Their most likely response to your action (Don Lehmann, 1997)
  • Company analysis
    • Often a SWOT analysis is used
    • Example Kahn p. 145
situation analysis1
Situation Analysis
  • Customer Analysis
    • Market segments
      • Multiple ways to segment a market
    • Describe the segments
      • Eight general questions (Kahn, p. 150)
  • Sales Analysis
    • Focuses on intra-company data
marketing objectives
Marketing Objectives
  • Objectives are general statements of what the company wants to be or achieve
    • Examples – to be a market leader, to remain profitable, to excel in customer service
  • Goals are more specific and linked to benchmark measures
    • Examples – to increase sales by 10% next year, to introduce 4 new products next year
product issues
Product Issues
  • Positioning
  • Product attributes
  • Branding
  • Packaging
place distribution
Place (Distribution)
  • Channel type
  • Channel structure
  • Distribution strategy
  • Physical distribution/transportation
promotion issues
Promotion Issues
  • Advertising
  • Publicity
  • Personal selling
  • Special promotions
pricing issues
Pricing Issues
  • Pricing strategy
  • Bases for price calculation
estimating the budget
Estimating the Budget
  • Examine expected revenues and expected costs (providing some measure of expected pre-tax profitability) by year
  • Utilize company benchmarks
  • Time value of money
  • ATAR model from Chapter 6
marketing strategy control
Marketing Strategy Control
  • Benchmarks and Metrics to assess progress toward the strategy
  • For under-performing products, is the problem fixable or should it be withdrawn from the market