Strategic Marketing Planning Presented by Worravit Chantaraviroj Marketing Manager Date 22-08-2014
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Strategic Marketing Planning
Presented by Worravit ChantaravirojMarketing
ManagerDate 22-08-2014
Outline
1. What is Marketing?2. Marketing Analysis3. Marketing Planning4. Marketing Mix Planning5. Marketing Controlling
The Differences
• Marketing vs Sales• Marketing vs Branding• Marketing vs Marketing Communications• Marketing vs Sales Promotion
1. What is Marketing ?
Six Blind Men
1. What is Marketing ?
Marketing Mgt.
Marketing Management is the art and science “Creative & Formulated” of Choosing TM Getting, Keeping, Growing CustomerThrough Creating, Communicating, Delivering
“Superior Customer Value”
1. What is Marketing ?
Marketing Component
1. Needs / Wants / Demands2. Value Product to satisfy needs3. Exchange
1. What is Marketing ?
Marketing Process
Analysis • Situation• Identify Market Target• Customer Buying Process• Marketing Research
Planning • Product Planning• Price Planning• Place Planning• Promotion & IMC Planning
Control • Marketing Audit• Marketing Benchmarking• Marketing KPI
1. What is Marketing ?
Value-Added Process
1. What is Marketing ?
Seeds Potatoes Chips Flavoring Packaging Location
“Value is added at each stage of the marketing system as the raw potatoes are transformed and moved to become products that consumers are willing and able to buy”
Real Life Marketing Obj.
“ Get more people,to buy more things,
more frequently,at higher prices.”
1. What is Marketing ?
Sergio ZymanFormer CEO - Coke
Benefits of MKT plan
1. Guide to work effectively2. Define job role and responsibilities3. Allocate resources effectively
1. What is Marketing ?
Marketing Analysis
1. Situation2. Identify Target Market3. Consumer Buying Process4. Marketing Research
2. Marketing Analysis
Situation
2. Marketing Analysis
PEST/ PESTEL:Political, Economic, Sociological, TechnologicalLegal, Environmental
Situation - Change
• Every 18 months – double CPU power – for ½ the price (Moore’s Law)
• Every 12 months – double fiber network capability for ½ the price
• Every 9 months – double wireless capacity for ½ the price
2. Marketing Analysis
Business Scope
Broad Mission vs Narrow Mission
2. Marketing Analysis
Fashion cloths Cloths
Train Transportations
Pizza Delivery Pizza
Soft Drink Beverages
Market Segmentation
2. Marketing Analysis
Segmentation Targeting Positioning
Market Research
2. Marketing Analysis
Identify client’s needs Product
Buy Not Buy
Satisfy Unsatisfied
Research Method
2. Marketing Analysis
ObservationalFocus-group
Survey
Behavioral
Experimental
Consumer Insight
2. Marketing Analysis
An insight is a penetrating understanding which provides hooks or clues that lead to brand building opportunities
Strategy
2. Marketing Planning
The essence of strategy is choosing to perform activities differently than rivals do. (Michael E. Porter, Harvard Business Review)
95% of a typical workforce does not
understand its organisation’s strategy
86% of executive teams spend less than one hour per month discussing strategy
Strategy
3. Marketing Planning
Strategy without tactics
is the slowest road to victory
Tactics without strategy
is the noise before defeat
SUN TZU
3 Basic Strategy
3. Marketing Planning
Cost Leadership
Differentiation
Focus
Characteristics of Success
3. Marketing Planning
Lower costs
Faster
Easier
Longer Lasting
More Fun
Better Image
More Alternative
Marketing Success Factors
3. Marketing Planning
Target Market
Offer / USP
Marketing Communications
Timing
40%
30%
20%
10%
5 Marketing Mistakes
3. Marketing Planning
1. Lack of Focus on Best Customer’s Needs
2. Marketing without a USP
3. Improper Positioning
4. Lack of Market Research and Testing
5. Failure to Capture Repeat Customers
4 P’s & 4 C’s
4. Marketing Mix Planning
4 P’s 4 C’sProduct Consumer’s SolutionPrice CostPlace ConveniencePromotion Communication
Implementation Analysis
Marketing Mix
4. Marketing Mix Planning
Product
Price
Place
Promotion
People
Process
Physical Evidence
Product Concept
4. Marketing Mix Planning
What is Product / Features ?
What is Advantage ?
What is Benefit ?
Why should I try ?
Product Mix
4. Marketing Mix Planning
Product Category
Product Line
Product Item
Essential Oil
Oud Oil
Pure Oud Oil
Brand
4. Marketing Mix Planning
A brand is a name, term, sign, symbol or design, or a combination of them, intended
to identify the goods or services of one seller or group of sellers and to differentiate
them from those of competitors.
Awareness + Impression
Power of Brand
4. Marketing Mix Planning
2 – 50 THB 75 – 150 THB
Rebranding
2 – 50 THB
FAIL !
4. Marketing Mix Planning
New Product
4. Marketing Mix Planning
Obj : 1. increase sales 2. replace existing products
“Product Life Cycle”
80% of consumer product decline in 1-2 years
30% of industrial products decline in 6-10 months
New Product Development Process
4. Marketing Mix Planning
6.2 years
NPD Failures
4. Marketing Mix Planning
Inadequate market analysis
45%
Product problems or defects
29%
Lack of effective marketing effort
25%
Higher costs than anticipated
19%
Competitive strength of reaction
17%
Poor timing of introduction
14%
Technical of production problem
12%
Others
24%
Pricing
4. Marketing Mix Planning
Based on cost
Based on market demand
Based on market competition
Place
4. Marketing Mix Planning
Product
Promotion
Price
Place
Customer Consumer
Customer Consumer
Customer Consumer
PromotionMarketing Communications
4. Marketing Mix Planning
Marketing Controlling
5. Marketing Controlling
Marketing Audit
Marketing Benchmarking
Marketing KPI
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