MARKETING

PRESENTATIO
N
By : PIYUKSHA PARGAL
37MBA18
 BIBLIOGRAPHY
• www.businesssetfree.com
• https://www.citeman.com
• https://builtvisible.com
• https://www.verticalresponse.com
• https://www.marketingtechnews.net
• Economic times

Books Referred
1. MARKETING MANAGEMENT by KOTLER KELLER
2. MARKETING MANAGEMENT – INDIAN CASES ( Pearson Publications)
CONTENTS
01 MARKETING AND
CUSTOMER VALUE

02 WHAT IS A STRATEGIC
BUSINESS UNIT ?

03 BUSINESS UNIT
STRATEGIC PLANNING
04 NATURE AND CONTENTS
OF MARKETING PLAN
Is what I am going to receive
worth what I have to give
up in order to get it ?
 The value the individual consumer places
on a product or service for that offering.

CUSTOMER
BENEFITS COST
VALUE
Customers will typically purchase the item with the highest
customer value among the offerings in the market place.
 SERVICE

QUALITY MARKETING

CUSTOMER PAST
COST
VALUE EXPERIENCE
 Difference between the
prospective evaluation of all
benefits and costs of the
offerings and the perceived
alternatives.
 MARKETING AND
\

CUSTOMER VALUE
Marketing is creation, communication and
delivery of value to the customers.
 Value creation
Firm’s internal chain of sourcing,
operations,
processes, sales, marketing and
customer service all
contribute to creation of value.
Value Communication
To communicate firms need to
understand “what value really is”
and most importantly
“what it is not”

Customer value is all about

subjective perceptions,
which can only be influenced
not controlled.
 “
If you provide enough value, then you earn the
right to promote your company in order to
recruit new customers. The key is to always
provide value.

-GUY KAVASAKI

13
 Dell drove to success by offering low costs
and after sale services.

 The main focus was to reduce costs and so

customer services was overlooked.

 Customers started slipping as better services

was offered by competitors.

 The customer value of dell products reduced .

 The company came back by hiring call centre

employees and increased customer perceived
value.
VALUE DELIVERY PROCESS

1 CHOSING THE
VALUE

2 PROVIDING THE
VALUE

3 COMMUNICATING
THE VALUE
 THE VALUE CHAIN by
MICHAEL PORTER

Tool for identifying ways to

create more customer value.

Every firm is a synthesis of activities

performed to design, produce, market,
deliver and support its product.
Launched in 2007 found the right gaps in the Launched in 2009 and sales had
market . reached $100 million by 2011.
5 CORE BUSINESS PROCESSES

FULFILMENT
05 MANAGEMENT PROCESS

CUSTOMER RELATIONSHIP
04 MANAGEMENT PROCESS

CUSTOMER
03 ACQUISITION PROCESS

NEW OFFERING
02 REALIZATION PROCESS.

MARKET SENSING
01 PROCESS
FOUR ORGANIZATIONAL LEVELS
OF LARGE COMPANIES

01 02 03 04

CORPORATE DIVISION BUSINESS PRODUCT

LEVEL LEVEL UNIT LEVEL LEVEL

HUL FOOD AND KWALITY

REFRESHMENT WALLS FEAST
WHAT IS A STRATEGIC
BUSINESS UNIT ?
 STRATEGIC BUSINESS UNIT
A strategic business unit, popularly known as SBU, is a fully-
functional unit of a business that has its own vision and
direction. It reports to the headquarters about its
operational status.

 It is a SINGLE BUSINESS OR A COLLECTION OF RELATED

BUSINESS, that can be planned separately from the rest of the company.

 It has its own set of COMPETITORS.

 It has a MANAGER RESPONSIBLE for strategic planning and profit

performance, who controls most of the factors affecting profit.
 EXTERNAL
ENVIRONMENT
(Opportunity and
threat analysis

Goal Strategy Program Feedback

Business Implementation
Mission
SWOT Analysis Formulation Formulation Formulation and control

INTERNAL
ENVIRONMENT
(Strength And
Weakness
Analysis)

BUSINESS UNIT STRATEGIC PLANNING

1. BUSINESS MISSION
Each business unit needs to define its specific mission within
the broader company mission.

The customer The customer The technology that

groups that will be needs that can be will satisfy these
served. met. needs.
 2. SWOT ANALYSIS
The overall evaluation of strength, weakness, opportunity and threats

Internal External
Environment Environment
 EXTERNAL ENVIRONMENT
(OPPORTUNITY AND THREAT
ANALYSIS)

A business unit must monitor key macro

environment forces and significant
microenvironment factors that effect its
ability to earn profits.

MARKET INTELLIGENCE SYSTEM

26
  What can be the sources ?
 What is a Market opportunity ?

An area of buyer need and interest that

•aOffer
company has a high
something probability
that is of
in short supply
• Supplyprofitably satisfying.
existing product or service in a
superior way
• Offer a totally new product or service
  What is a Market Threat ?

A challenge posed by an unfavorable trend or

development that in the absence of defensive
marketing action, would lead to lower sales or
profit.
OPPORTUNITY AND THREAT MATRICES
 INTERNAL ENVIRONMENT
( STRENGTH AND WEAKNESS)
ANALYSIS • It asks each department to rate its own
strengths and weaknesses.

• NOTION – Each department is a supplier

and customer to some other department.

• To satisfy INTERNAL CUSTOMERS and

achieve superior IN COMPANY
CAPABILITIES.

30
SWOT Analysis-DELL

Strengths Weaknesses

S • Selling more effectively

and efficiently DIRECTLY
as compared to
competitors like Compaq

SWOT
•
•
Brand was not strong
Lack solid dealer
relationships
W
Analysis
Opportunities Threats

O •

•
Consumer market becoming
more sophisticated
They exactly knew what
they wanted
• To fail to overcome its
weakness and lose to
the competitors
T
 2. GOAL FORMULATION
• Develop objectives that are specific with respect to magnitude and time.
• Mix of objectives and follows Management By Objectives (MBO)

Innovation
Risk
Profitability Sales Growth Market Share and
Containment
Reputation
 Quantitative
whenever Realistic
possible

Arranged
Consistent
Hierarchically
4. STRATEGY FORMULATION
Game plan for achieving the goals consisting of marketing
strategy, technology strategy and sourcing strategy.

Porter’s Generic Strategies

OVERALL COST DIFFERENTIATION FOCUS

LEADERSHIP
STRATEGIC
ALLIANCES
PROMOTIONAL LOGISTIC
ALLIANCES ALLIANCES

PRODUCT OR SERVICE PRICING

ALLIANCES COLLABORATIONS
 5. PROGRAM
FORMULATION AND
IMPLEMENTATION
 6. FEEDBACK AND CONTROL

Do the Right
Do the
things
Things Right
PRODUCT PLANNING:
Nature And Contents Of
\

A Marketing Plan
A written document that summarizes what the marketer has learnt
about the market place and indicates how the firm plans to reach its
marketing objectives.

It provides direction and focus for a brand or product of a company.

 Linked to the plans of other
department
Production, finance etc

Scope Shortcomings
Limited as compared to Lack of realism, Insufficient
business plan competitive analysis and a
short run focus

Length
5 to 50 pages
 1. EXECUTIVE
SUMMARY AND
The main
TABLE OF objective is it to
briefly list and
CONTENTS describe all
relevant
components.
The executive
summary is a small,
summarized version
of your marketing
plan.
2. SITUATION Relevant data on sales, costs, competitors
and macro environment.
ANALYSIS
How big is the market ? How fast is it
growing?

What are the critical issues and

relevant trends ?

What are the best practices at your

company ?

SWOT analysis could be carried on.

Why do you want to do it ? What do you want to do ? For whom do you want do it ?

3. MARKETING STRATEGY
4. Marketing
Tactics
Marketing activities Pricing
1
section
to execute marketing
strategy.
Product or
offering 2

section

Channel
3
section
 5. Financial
projections
Marketing activities Sales
1
forecast
to execute marketing
strategy.
Expense 2
forecast

Break even
3
analysis
 6. IMPLEMENTATION
AND CONTROL

•Monitoring and adjusting implementation

of the plan
•Spell out goals and budget for each
month
• Take corrective action as needed
THANK YOU