Transcript The Marketing Planning

Marketing
Process & Planning
Hifni Alifahmi
Email: [email protected]
SAP-02
Marketing & Promotion
Process Model
Marketing
Strategy and
analysis
Opportunity
analysis
Competitive
analysis
Target
marketing
process
Identifying
Markets
Market
Segmentation
Marketing Planning
program
development
Product
Decisions
Pricing
decisions
Selecting
a Target
Market
Target
Marketing
Positioning
through
Marketing
Strategic
Belch & Belch, 2007:39
Target
market
Promotional
Decisions
- Advertising
- Direct
marketing
- Interactive
Marketing
- Sales
Promotions
Channel of
Distributions
Decisions
- Publicity and
Public
Relations
- Personal
Selling
Promotions
to final buyer
Internet/
Interactive
Ultimate
Consumer
-Consumer
-Business
Promotions
to trade
Resellers
Purchase
Marketing Strategy & Analysis
Opportunity
analysis
Market opportunities for existing product lines in current or new markets, new
products for current markers, or new products for new markets.
Market opportunities: favorable demand trends, customer needs and
opportunities are not being satisfied, and where it compete effectively.
Competitive
analysis
Target Market
Selection
Direct brand competition (include its own brand) and indirect forms of
competition (substitutes). Various ways potential customer spend their money.
Search for a competitive advantage: quality, premium price, customer service,
low cost, creative ad campaign (product differentiation & brand equity).
Competitors reactions: cut price, increase promo spending, develop new brands,
or attack one another through comparative advertising.
The company may select one or more market segments as a target market.
Target Marketing Process
Identifying
Markets
Identifies the specific needs of groups of people (segments), select one/more as
a target and develops marketing programs directed to each (which similar
lifestyles, needs, and the like/preferences).
Market
Segmentation
Five steps: consumers grouping according to their needs, marketing actions
(products offered), develop market-product grid (products/actions-market
segments), selecting the target segments, taking marketing actions.
Bases for segmentation: geographic, demographic, psychographic, behavioristic,
benefits sought, usage, awareness & intention.
Selecting
a Target
Market
How many segments to enter: 1) undifferentiated marketing (standardized
strategy); 2) differentiated marketing (separate strategy); 3) concentrated
marketing (one segment and attempts to capture a large share of this market).
Which segments offer potential: determining the most attractive segment (sales
potential, growth, competition, and its own ability to compete).
Positioning
through
Marketing
Strategic
Positioning strategies generally focus on the consumer or the competition.
Positioning relates to the image of the product/brand relative to competing
products or brands (indicate image in the marketplace).
Positioning strategy: by product attributes/benefits, by price/quality, by use or
application, by product class, by product user, by competitor, by cultural symbol.
Holden Barina Targeting Priorities
Residual
Target
Secondary
Target
Primary
Target
(Bull’s-eye)
“Young female early adopters”
were the primary target segment for
the Holden Barina “BG” campaign.
All remaining
Females and males,
18-34
Single
Female optimists,
18-34
Young female
early adopters
Duncan, 2005: 211
Customer Profile Variables
For basic variables
are used to develop
a segmentation
strategy
Demographics
Relationship
Level
Duncan, 2005: 220
Psychographics
Benefits
Sought
Marketing Program
Development
Product
Decisions
The product is anything that can be marketed and gives satisfaction to the individual.
Physical product (car), service (banking, airlines), idea, person (political candidate).
Product planning involves design, quality, service and warranties, brand name,
packaging design, and company standing behind it.
Pricing
decisions
The price variable refers to what the consumer must give up to purchase a product
or service. Price determinant: cost, demand, competition, perceived value.
Channel of
Distributions
Decisions
Channel decisions involve selecting, managing, and motivating intermediaries such
as wholesalers, distributors, brokers, and retailers/resellers.
Direct channel: direct selling, direct-response advertising, telemarketing, internet.
Indirect channel: using a network of wholesalers (institution that sell to other
resellers) and/or retailers (which sell primarily to the final consumers).
Communication Dimensions
of the 4 Ps
Duncan, 2005: 111
Marketing Program
Development
Promotional
Decisions
Promotional Push Strategy versus Promotional Pull Strategy.
- Advertising
Advertising is paid form of non-personal communication about an
organization, product, service, or idea by an identified sponsor. An
occasional exception to this is the public service announcement
(PSA), whose advertising space or time is donated by the media.
- Direct
marketing
In direct marketing, organizations communicate directly with target
customers to generate a response and/or transaction.
- Interactive
Marketing
Interactive media include CD-ROMs, kiosks, internet, interactive
television, and digital cell phones.
- Sales
Promotions
Sales promotion is marketing activities that provide extra value or
incentives to the sales force, the distributors, or the ultimate
consumer and can stimulate immediate sales.
- Publicity and
Public
Relations
Publicity refers to non-personal communication regarding an
organization, product, service, or idea not directly paid for or run
under identified sponsorship, ie. News story, editorial, announcement.
PR has a broader objective than publicity: establish and maintain a
positive image of a company among its various publics.
- Personal
Selling
A form of person-to-person communication in which a seller attempts
to assist and/or persuade prospective buyers to purchase the
company’s product or service or to act on an idea.
Iming-iming Hadiah
Event Marketing
• Revitalisasi
Gebyar BCA
setelah sepuluh
tahun
• Promosi reputasi
korporat sekaligus
produk
S
S = Situation Analysis
O
O = Objectives
Where are we now?
Where do we want to go?
S
S = Strategy
How do we get there?
T
T = Tactics
A
A = Action Plan
C
C = Control
What tactics will fulfill the strategy?
What detailed actions are need for each tactic?
How do we know we have arrived?
The Structure of Marketing Plan
1. Situation Analysis
2. Target Market
3. Marketing Goals & Objectives
4. Marketing Strategy
5. Marketing Tactics
6. Implementation & Control
Source: William A. Cohen, The Marketing Planning, 3rd ed, 2001.