Strategic

Marketing
& Planning

Introduction
Samin Ahmad
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SM & P - Course requirement

1. Textbook

Strategic Marketing

9th edition

David W Cravens , Nigel F Piercy

1. Membership of

SMP_SA
Read the course advice.
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Rules
Max 4 absences Case nuggets to be submitted in class The back bench is to be un-occupied Mobiles switched off during class Any student not registering on the group this week will treat the whole class to MARs chocolate bar

ENJOY

Advice
Case studies Analysis Ethics
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Ethical Marketing
The Golden Rule The Professional Ethics
Act in a way that you would want others to act toward you Take only actions that would be viewed as proper by an objective panel of your professional colleagues Would l feel comfortable explaining this action on television to the general public?
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The TV test

Ethical Marketing
As Marketers, we must:

Do no harm.

This means consciously avoiding harmful actions or

omissions by embodying high ethical standards and adhering to all applicable laws and regulations in the choices we make.

Foster trust in the marketing

. This means system

striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution.

Embrace ethical values. This means building relationships and

enhancing consumer confidence in the integrity of marketing by affirming these core values: honesty, responsibility, fairness, respect, transparency and citizenship.

Ethical Values
1. Honesty to be forthright in dealings with customers and stakeholders. 2. Responsibility to accept the consequences of our marketing decisions and strategies. 3. Fairness to balance justly the needs of the buyer with the interests of the seller. 4. Respect to acknowledge the basic human dignity of all stakeholders. 5. Transparency to create a spirit of openness in marketing operations. 6. Citizenship to fulfill the economic, legal, philanthropic and societal responsibilities that serve stakeholders

STRATEGIC MARKETING

What s the difference ?



Principles of

MARKETING

Management of

MARKETING

Strategic

MARKETING
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What is MARKETING ?
MARKETING is

1.
2. 3. 4.

Creating Value For The Target Customers

Value Is Created By Anticipating The Future Needs And Wants Of The Target Market, And Meeting These Needs.

Deliver Value To The Target Market Communicate That Value To The Target Capture A Portion Of That Value By Pricing

MARKETING IS THE ART OF CREATING GENUINE CUSTOMER VALUE.

MARKETING IS NOT .. FINDING CLEVER WAYS TO SELL WHAT YOU MAKE
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The plan for

1.
2. 3. 4.
Creating Value Delivering that Value Communicating That Value Capturing A Portion Of That Value
Is called

Marketing Strategy

Marketing Strategy consists of 2

major activities

1. 2.

Selecting the target market and positioning the product (STP) Making a plan of activities to achieve this positioning (The Marketing Plan)

The Marketing Process Starts With

Customer Needs Company s Skills Partners Competitors Environment

Segmentation

Targeting

Positioning

PACK

PRICE

The 6 Ps PROPOSITION PRODUCT

PROMOTION

PLACE

What Is Marketers Job ?

I. II. III. IV. I. VI. VII. Drive The Business Strategy Research New Opportunities Get New Consumer INSIGHTS Do S.T.P. Segmentation, Targeting ,Positioning Apply The 6 Ps , Making Sure They Are Consistent
with A) Each Other & B) STP Strategy

Implement The Marketing Plan Measure & Monitor Results

STRATEGIC MARKETING

Unless A Business Has A

Unique Advantage
Over Its Competitors , It Should Not Exist
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What is STRATEGY ?
STRATEGY is a plan of action to achieve a
goal. Tactics are the conduct of engagements

STRATEGY is concerned with linking all

such Tactics

STRATEGIC MARKETING If you have the same strategy as your competitor

YOU HAVE NO STRATEGY
If your strategy can be easily copied

YOU HAVE A WEAK STRATEGY

If your strategy

is unique

..

YOU HAVE A STRONG AND SUTAINABLE BUSINESS IKEA SOUTHWEST AIRLINES NIRALA SWEETS HARLEY DAVIDSON
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STRATEGIC MARKETING

IF YOUR STRATEGY IS UNIQUE YOU HAVE

1. 2.

3. 4. 5.

A CLEAR TARGET MARKET & NEED A DISTINCTIVE & WINNING VALUE PROPOSITION A DISTINCTIVE SUPPLY-CHAIN TO DELIVER IT. YOUR COSTS ARE LOW YOU CAN CHARGE PREMIUM PRICE
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STRATEGIC MARKETING
IF YOU WANT TO DEVELOP A UNIQUE STRATEGY WORK HARD TO FIND OUT WHAT THE TARGET CONSUMERS LIKE AND then DELIVER IT.

GOOD MARKETING STRATEGY COMES FROM the

MARKETPLACE
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MARKERS OF BAD STRATEGY

    
RELIANCE ON YESTERDAY S IDEAS

..

MARKETING SHORT-CUTS, PRICE WARS, DISCOUNT SCHEMES NO CLEAR VISION MIDDLE-OF-THE-ROAD STRATEGY OVER EMPHASIS ON TACTICS
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STRATEGIC MARKETING

Strategy has to be market driven as the Starting Point is the consumer and the market that he is in. However a balance has to be struck between marketing goals and Financial Performance..
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STRATEGIC MARKETING

Becoming market oriented requires a cultural change in the company Know your customer Know your market.. And other competitors targeting the same
customers / market

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Strategy has 3 levels

Corporate Strategy

Allocation Of Resources To Business/Divisions

Business/Division Strategy
Dealing With Competitive Situations

Functional Level Strategy

Marketing vs Corporate Strategy MARKETING STRATEGY CORPORATE STRATEGY

Aaker s Marketing Strategy Model

WHERE TO COMPETE ?
Product-Market Investment Decision

Business Strategy
HOW TO COMPETE ?
Value Proposition Assets & Functional area Competencies Strategies

Marketing vs Business Strategy

P&G s Business Strategy example

A single, unifying growth strategy :

We will grow by touching and improving the lives of more consumers in more parts of the world more completely. Specifically, we will: 1. Grow our leading global brands and core categories with an unrelenting focus on innovation 2. Build business with Under-served And Un-served consumers 3. Continue To Grow And Develop Faster-growing, Structurally Attractive Businesses With Global Leadership Potential.

WHY STRATEGIC MARKETING ?

Marketing Strategy helps Management to:

 Create a  Change a  

Business Strategy

Business strategy

Retain a

Business Strategy

Create a Strategic Vision

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WHY STRATEGIC MARKETING ?

1. Marketing is the primary driver of Corporate & Business strategy because

Marketing groups understands the o Customers o Competitors o Markets o Environmental Forces o Trends
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WHY STRATEGIC MARKETING ?

2. Marketing is the OWNER of THE Customer Value Proposition

Marketing is the

voice of the consumer

in the Business strategy development process
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WHY STRATEGIC MARKETING ?

3. Marketing is the Growth Driver Of the Business

Business growth is dependant on Consumer & Market Insights and Marketing is the custodian of all insights
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STRATEGIC MARKETING CHARACTERISTICS

Successful Companies are :

 Market Oriented  Have proactive strategies  Are I.T. Savvy  Build proper Cultures  Deliver shareholder value  Emphasize research  Allow Marketing to play a key role
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Strategic Marketing Course Objectives :

1. To Develop An Understanding Of The Strategic Market Planning Process. 2. To Examine The Process Of Strategic Marketing And Its Relationship To The Corporate Strategy.
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Strategic Marketing Course Objectives

3. To understand the process of Marketing Strategy through analysis of Marketing Cases relating to different areas of marketing.
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Strategic Marketing Course Objectives

4. To give students an opportunity to develop their own alternatives to different strategic marketing issues and relate it to local environment.
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