9 step marketing vg

Marketing Management

9 step plan

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Contents - 9 steps marketing 1. Understand – what is it?

2. Predict - What would be the future

3. Develop – What should I do?

4. Promote – How should I communicate with the customers

5. Identify opportunities – Where do we want to be?

6. Set objectives – What are our targets

7. Develop strategy – how do we reach there?

8. Formulate plans - decide today for tommorrow

9. Implement and control – ensure achievement

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9 step management

The Marketing Metrics 3

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The Firm & the External Environment

The Market OperationsUnderstand and Predict• Market• Customers• Competitors• Products

Develop Products• Expectations• Investments• Organisational Structure

A Comprehensive Model of Marketing

Promote• Products• The company• Sales to Prospects• Customer Partnerships

Marketing Planning

5. Identify opportunities

6. Set Objectives

7. Develop Strategies

8. Formulate Plans

9. Implement and Control

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1 - Understand the MarketSize by sales

Size by units

Size by profits

Geography by units

Geography by sales

Channels by sales

Supermarket size by sales

Supermarket size by units

Competitors by units

Channel by units

Channel by profits

Specific segmentations by sales

Competitors by units

Competitors by profits

Customer type by sales

Specific Segmentation by units

Specific segmentation by profits

Technological influences

Customers type by units

Customer type by profits

Geography by sales

Manufacturing influences

Other influences

Financial influences

The Market OperationsUnderstand and Predict• Market• Customers• competitors• Products

Develop Products• Expectations• Investments• Organizational

Structure

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Promote

•Products•The company•Sales to Prospects•Customer Partnerships

UNDERSTAND the competitors

• Defining characteristics• Channels• Sales procedures• Terms and conditions• Services• Product set• Product Strategies• Profit Margins• Customer who• Customers why?• Promotional tactics

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•Marketing Strengths•Sales Strengths•Financial Strengths•Manufacturing Strengths•Technical Strengths•Marketing weaknesses•Sales weaknesses•Financial weaknesses•Manufacturing weaknesses•Technical weaknesses

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Understand - continueUnderstand the Customer Understand the products

•Define existing customers•Define potential customers•Product type buying criteria

•Competing products

•Product Categories

•Why used

•Substitutes

•Life cycle stage

•Vendor Criteria

•Buying pattern

•Decision Makers

•Decision Process

•Relation to other products•Percentage of cost•How the product works

•Product Use•Sales and Lost sales Analysis

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2 - Predict the MarketSize by sales

Size by units

Size by profits

Geography by units

Geography by sales

Channels by salesSupermarket size by sales

Supermarket size by units

Competitors by units

Channel by units

Channel by profits

Specific segmentations by salesCompetitors by units

Competitors by profits

Customer type by sales

Specific Segmentation by units

Specific segmentation by profits

Technological influencesCustomers type by units

Customer type by profits

Geography by sales

Manufacturing influences

Other influences

Financial influences

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Predict the competitorsDefining characteristics

Channels

Sales procedures

Terms and conditions

Services

Product set

Product Strategies

Profit Margins

Customer who

Customers why?

Promotional tactics

Marketing Strengths

Sales Strengths

Financial Strengths

Manufacturing Strengths

Technical Strengths

Marketing weaknesses

Sales weaknesses

Financial weaknesses

Manufacturing weaknesses

Technical weaknesses

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Predict - continuePredict the Customer Predict the products•Define existing customers•Define potential customers•Product type buying criteria

•Competing products•Product Categories•Why used•Substitutes•Life cycle stage

•Vendor Criteria•Buying pattern•Decision Makers•Decision Process

•Relation to other products•Percentage of cost•How the product works

•Product Use•Sales and Lost sales Analysis

3 - DEVELOP

Develop Products–Product requirements

–Service Requirements

–Terms and Conditions

–Support Requirements

–Distribution outlets

–Time Frames

–Price

Develop Expectations–Environmental–Financial–Skills and Systems

Develop Investments• Promotional• Research and Development• Sales• Manufacturing• Operations• Management Information Services• Marketing

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•Marketing•Sales•Research and Development•Manufacturing•Operations•Management information Services

Developing Organisational Structure

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4 - PROMOTEPromoting the Company

–Media Relations

–Press Release

–Articles

–Sponsorships

–Advertising

–Investor Relations

–Newletters / Magazines

Promoting sales to prospects

–Presentations–Seminars

Promoting Customers Partnership

–Communication–Future Directions

Promoting the products

–Media advertising–Direct mail–Press Release–Collateral literature–Application information–Documentation–Trade Shows–Catalogs–Articles–Sales guide

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5 - Identify OpportunitiesIdentify Product / Market Opportunities

–Market Development–Product Development–Market Penetration

Identify Diversification Opportunities

–Concentric–Horizontal–Conglomerate

Identify Integrative Opportunities

–Backward–Forward–Horizontal

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6 - Set Objectives

Set Objectives to Environmental Constraints

•Supports a company opportunity•Measurable

Set objectives to Internal Requirements

•Specific•Measurable•Achievable•Realistic•Time bound

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7 - DEVELOP STRATEGYDevelop Target Market Strategy

–Map to existing segments

–Map to new segments

–Large enough

–Growing fast enough

–Available

–Unsatisfied needs

Develop Market Entry Strategy–Acquire–Develop–Collaborate

Develop Product Positioning

–Product

–Place

–Promotion

–Price

Develop Timing Strategy

–Dates

–Linkages

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8 - Formulate PlanFormulate Market Entry Plans

–Acquisition–Development–Collaboration

Formulate Product Positioning Plans

–Product–Place–Promotion–Price

Set budgets–Total marketing budget–Allocation to operational activities–Allocation to planning activities–Allocation among products

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9 - Implement and ControlPLAN REVIEWS–Market entry plans–Product positioning plansBUDGET REVIEWS

–Total budgets

–Operation budgets

–Planning budgets

–Product budgets

STRATEGY COLLABORATION

–Market Collaboration–Opportunity collaboration–Competitor collaboration

Contents - 9 step management 1. Understand – what is it?

2. Predict - What would be the future

3. Develop – What should I do?

4. Promote – How should I communicate with the customers

5. Identify opportunities – Where do we want to be?

6. Set objectives – What are our targets

7. Develop strategy – how do we reach there?

8. Formulate plans

9. Implement and control

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ROE / ROA

Thank you

Questions please

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