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Key Output Formats

for Each Marketing Management Cycle

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

(6) Managing . Marketing management


Engagement with (2). Selection of
is the art and science of
Brand’s Target Segment
Constituencies choosing target markets
and getting, keeping, and
growing customers through
creating, delivering, and
communicating superior
(3). Branding
(5) Delivering customer value. (Creating
Value Package (Kotler & Keller) Value Package)

(4). Developing Brand


Story for
Communicating
the Value Package 2
STAGE (1). EXPLORING & SIZING-UP OPPORTUNITIES
THROUGH CONTEXTUAL 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

3
STAGE 2. SELECTION OF TARGET SEGMENT:

INPUTS ACTIONS & AREAS OF OUTPUTS


•Configurations of current INTEREST: (1) Market coverage strategy
JTBD (emerging from sets of 2) Selection of Target (Segmental & specialization
needs & wants sets of
Segment : strategy)
values)
(1) Potential •Single segment concentration
•Segments with similar JTBD
•Unsatisfied /under-satisfied attractiveness of the •Specialization
segments  potential target segments (product/segment/selective)
•Configurations of solutions •Size •Full market coverage
offered by current players •Growth (2) Value Proposition Strategy
 Unsolved & under-solved •Profitability •Competitive advantage
JTBD Opportunities
(2)Responsiveness of the (3) Positioning Strategy
•Competitive strategy
target consumers •Appealing differentiation

4
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

5
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

6
STAGE 5: DELIVERING VALUE PACKAGE

ACTIONS & AREAS


INPUTS OF INTEREST OUTPUTS
Stage 5: Delivering Value
An attractive & competitive (1) Optimum brand
Package
Brand Entity with appealing •Selecting & implementing awareness & familiarity
product/service specification the most effective “route to  well recognized
(including packaging) at market” strategy brand  strong brand
acceptable pricing ranges, •Developing & appeal
available at suitable outlets implementing effective
channel management (2) Sufficient brand
supported by brand story
strategy availability
with credible promise &
•Developing &  Optimum
persuasive image as well as implementing effective
appealing promotional opportunity to buy
integrated omni-/multi-
activities channel communication
strategy & programs

7
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
8
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

(4). Developing Brand


Story for
•Total Offer Test
Communicating
•Market Testing the Value Package 9
GTM versus RTM
A Go-to-Market strategy is usually applied at the launch of
a new product. GTM Strategy covers the choice of
product, the target market, the customer need that would
be fulfilled, the competition, the positioning, the pricing,
the distribution, the marketing. It is the roadmap based
on which a company will launch a product.(in other
words, market entry strategy)

Route-to-Market specifically deals with reaching the


product to the end customer. Once a product has been
created it will only sell if the customer has access to it.
Depending upon the product, you may choose to sell
online, through your own sales team or through
distributors and retailers.

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