Rahim Jabbar
October 25th , 2018
THE 6 (SIX) STAGES OF
MARKETING MANAGEMENT PROCESS
(1). Exploring & Sizing-
SUSTAINABLE up Opportunities
STREAMS OF through Contextual
REVENUES Market Situation
Analysis
OUTPUTS
•Configurations of current
ACTIONS & AREAS OF JTBD (emerging from sets of
needs & wants sets of
INTEREST: values)
PRECURSOR: •Trends (Volume & Value) •Segments with similar JTBD
•Customers’ needs & •Unsatisfied /under-satisfied
Strategic business
wants ( JTBD & set of segments potential target
intent to enter the values) •Configurations of solutions
market Segmenting customers offered by current players
•Competitor/current players Unsolved & under-solved
JTBD, unrelieved pains ,
magnitude of challenges unrealized gains
Opportunities
•Competitive strategy
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STAGE 2. SELECTION OF TARGET SEGMENT:
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STAGE 3. BRANDING (CREATING VALUE PACKAGE)
INPUTS OUTPUTS
(1) Market coverage strategy An attractive & competitive
ACTIONS & AREAS OF Brand Entity:
(Segmental & specialization
INTEREST •Appealing product/service
strategy)
(3) Branding (Creating specification (including
•Single segment concentration packaging)
Value Package)
•Specialization •Pricing ranges
•Mixing values as
(product/segment/selective) •Placement (strategy & plan)
solutions that match to
•Full market coverage •Promotion (strategy &plan)
solve target’s JTBD All programs are to be
(2) Value Proposition Strategy
transformed into a Brand implemented by people
•Competitive advantage
Entity through efficient processes to
(3) Positioning Strategy
realize effective performance
•Appealing differentiation
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STAGE 4: DEVELOPING BRAND STORY FOR
COMMUNICATING THE VALUE PACKAGE
INPUTS OUTPUTS
An attractive & competitive ACTIONS & AREAS Inspiring Message
Brand Entity: OF INTEREST Architecture elucidating
•Appealing product/service (4) Developing Brand the Brand:
specification (including Story for Communicating • A credible promise
packaging)
the Value Package •Persuasive message
•Pricing ranges
•Placement (strategy & plan) •Brand Pillars (who, what, streams (on customer
•Promotion (strategy &plan) how & why) value, solution &
All programs are to be •Tone (ways of saying) product)
implemented by people (informed to the agency •Heart-touching tagline
through efficient processes to through Brand Story Brief) •Supporting messages
realize effective performance
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STAGE 5: DELIVERING VALUE PACKAGE
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STAGE 6: DELIVERING VALUE PACKAGE
INPUTS ACTIONS & A brand that has become
(1) Optimum brand an inseparable part of
awareness & familiarity
AREAS OF
the Target Consumer’s
well recognized INTEREST
World
brand strong brand (6) Managing
•Strong attachment
appeal Engagement with
Brand’s Constituencies • Strong loyalty
(2) Sufficient brand
availability •Integrated consumer •Blooming brand
Optimum engagement programs communities
opportunity to buy •Developing brand •Brand Ambassadors
communities Recommending actions
SUSTAINABLE
STREAMS OF
REVENUES
FOR THE
FIRM/
COMPANY
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FRAMEWOR FOR THE ANALYSIS:
MAJOR RESEARCH TYPES FOR EACH STAGE OF
THE MARKETING MANAGEMENT PROCESS
•Usage & Attitude Study
(1). Exploring & Sizing- •Market Segmentation
SUSTAINABLE up Opportunities •Exploratory Study
STREAMS OF through Contextual
REVENUES Market Situation
Analysis
Measurement Researches
(6) Managing
•Satisfaction & Loyalty Study (2). Selecting the
Engagement with
•Brand Health Check Right Target
Brand’s
•Advertising Check Segment
Constituencies
•Promotion Studies
•Shopper Studies
•Distribution Check
•Brand/Corporate Image
(3). Branding
(5) Delivering •Concept Tests (Adv./ (Creating
Value Package Packaging) Value Package)
•Product Tests