TOPIC:

MARKETING
PLANNING AND
STRATEGY FOR
SUSTAINABILITY
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Marketing approach to creating value

Topic Outline
•Marketing Planning
•Internal and External Environment
•Marketing Strategy
•Marketing Tools- The Marketing Mix
•Case study- Commonwealth Bank of Australia
(CBA)

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Marketing as a Process

Marketing planning –thinking strategically

and carefully about the big picture
-Analyzing the marketing environment
-Developing marketing plan
-Marketing strategy
-Marketing tools

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Internal Environment
- all the controllable elements inside a
company that influence how well it ope rates
- Strengths and Weaknesses
- Technologies, physical facilities, financial
stability, corporate reputation, quality
products, employees and strong brands

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External Environment
- Elements outside the firm that may affect it
either positively or negatively
- Opportunities and threats
- SLEPT –Social, Legal, Economic, Political,
Technology and Competition

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Macro environment
Demographic Environment
Demography: the study of human populations-- size,
density, location, age, gender, race, occupation, and
other statistics
• Demographic environment: involves people, and
people make up markets
• Demographic trends: shifts in age, family structure,
geographic population, educational characteristics, and
population diversity
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Macroenvironment
Economic Environment
Economic environment consists of factors that
affect consumer purchasing power and
spending patterns
•Industrial economies are richer markets
•Subsistence economies consume most of
their own agriculture and industrial output

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Macroenvironment
Natural Environment
Natural environment: natural resources that are
needed as inputs by marketers or that are affected
by marketing activities
• Trends
• Increased shortages of raw materials
• Increased pollution
• Increased government intervention
• Increased environmentally sustainable strategies

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 Macroenvironment
Natural Environment
GE is using its “ecoimagination” to create products for a better
world—cleaner aircraft engines, cleaner locomotives, cleaner
fuel technologies.

http://www.ge.com/about-us/ecomagination

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 Macroenvironment
Technological Environment
Most dramatic force in changing the
marketplace
New products, opportunities
Concern for the safety of new products

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 Macroenvironment
Political and legal Environment
laws, government agencies, and pressure groups
that influence or limit various organizations and
individuals in a given society

Legislation regulating business

Increased legislation
Changing government agency enforcement

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 Macroenvironment
Social-cultural Environment
Increased emphasis on ethics
Socially responsible behavior
Cause-related marketing

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SWOT

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10 minutes task

•Select a company and conduct a SWOT

analysis

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Planning Marketing

Partnering to Build Customer Relationships

Value chain is a series of departments that carry
out value-creating activities to design, produce,
market, deliver, and support a firm’s products

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Planning Marketing
Partnering to Build Customer Relationships
Value delivery network is made up of the
company, suppliers, distributors, and ultimately
customers who partner with each other to
improve performance of the entire system

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Understanding the consumer

Consumer buyer behavior : the buying

behavior of final consumers, individuals
and households, who buy goods and
services for personal consumption

Consumer market : all of the personal

consumption of final consumers

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Factors Influencing Consumer Behavior

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The Buyer Decision Process

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Marketing Strategy and the
Marketing Mix

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Marketing Strategy

Market segmentation is the division of a market

into distinct groups of buyers who have different
needs, characteristics, or behavior and who
might require separate products or marketing
mixes
Market segment is a group of consumers who
respond in a similar way to a given set of
marketing efforts

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MARKET SEGMENTATION

P&G

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 10-24

MARKET SEGMENTATION

Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 10-25

Marketing Strategy
Market targeting is the process of
evaluating each market segment’s
attractiveness and selecting one or
more segments to enter

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Strategies for Reaching Target Markets

Undifferentiated
Marketing

Differentiated
Marketing

Concentrated
Marketing
 Undifferentiated marketing:
• when a firm produces only one product or product
line and promotes it to all customers with a
single marketing mix
• Sometimes called mass marketing
• Much more common in the past
 Differentiated marketing:
• when a firm produces numerous products and
promotes them with a different marketing mix
designed to satisfy smaller segments
• Tends to raise costs
• Firms may be forced to practice differentiated
marketing to remain competitive

http://www.kelloggs.com.au/en_AU/product-
search.pt-Cereal*.html

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Concentrated Targeting Strategy

• An organisation targets a single market segment using

one marketing mix.
Marketing Strategy

Market positioning is the arranging for a

product to occupy a clear, distinctive, and
desirable place relative to competing
products in the minds of the target
consumer

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Positioning

•Positioning:
•The place the product occupies in
consumers’ minds relative to competing
products.
•Typically defined by consumers on the
basis of important attributes.
 Positioning

•Choosing a Positioning Strategy:

•Identifying possible competitive advantages --
many potential sources of differentiation
exist:
• Products
• Services
• Channels
• People
• Image
10 minutes task

•Who are the competitors of ‘Apple computer’

?
•Identify competitive advantage/s?
•Try to position them in a positioning map

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 Re-Positioning

• http://www.youtube.com/watch?v=L33Yn-xqmPQ
• http://www.youtube.com/watch?v=tnvj4wWrNdU
Porsche is
positioned on
the basis of
performance
and freedom.

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The Marketing Mix

Marketing mix is the set of controllable

tactical marketing tools—product,
price, place, and promotion—that the
firm blends to produce the response it
wants in the target market

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Developing an Integrated Marketing
Mix

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Case study

Commonwealth Bank of Australia

• A good example of a company using
sustainability in their marketing

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