Presentation on theme: "Developing Marketing Strategies and Plan"— Presentation transcript:
1 Developing Marketing Strategies and Plan Vishnu Parmar, IBAUniversity of Sindh, Jamshoro
2 Marketing & Customer Value The delivery Value ProcessTradition Physical Process SequenceValue Creation and Delivery Sequence
3 The Value-Delivery Process (a) Traditional physical process sequenceMake the productSell the productProcureDesignproductMakePriceSellAdvertise/promoteDistributeService(b) Value creation & delivery sequenceChoose the ValueProvide the ValueCommunicate the ValueStrategic marketingTactical marketing
4 Marketing & Customer Value Value Creation and Delivery SequenceChoose the ProductCustomer SegmentationMarket Selection / FocusValue PositioningProvide the ValueProduct DevelopmentService DevelopmentPricingSourcing MakingDistributing Service
5 Marketing & Customer Value Value Creation and Delivery SequenceCommunicate the ValueSales forceSales PromotionAdvertisingTraditional view of business will not work in economies where people face abundant choices
6 Japanese Concept Zero customer Feedback time Zero Product Improvement TimeZero Purchasing TimeZero Setup TimeZero Defects
7 The Value ChainMichael Porter of Harvard University proposed the value chain as a tool for identifying ways to create more customer valueEvery firm is a synthesis of activities performed to design, produce, market, deliver, and support its product.The value chain identifies nine activities consist of five primary activities and four support activities.
9 Core Competencies A core competency has three characteristics: It is source of competitive advantage in that it makes a significant contribution to perceived customer benefitsIt has application in a wide variety of markets, andIt is difficult for competitors to imitate.
10 HOLISTIC RELATIONSHIP MARKETING FRAMEWORK 1) Who is involved?CORPORATIONCOLLABORATORSCUSTOMERSMARKETSPACE2) How can we define relevant market space?3) What are the potential opportunities emerging from the market space?POTENTIALOPPORTUNITIES4) What business capabilities and infrastructurerequired?BUSINESSINVESTMENTCUSTOMERFOCUSCORECOMPETENCIESCOLLABORATIVENETWORK
15 Opportunity Matrix 1 2 3 4 Success Probability Opportunities HighLow1. Company develops a more powerful lighting system2. Company develops a device for measuring the energy efficiency of any lighting system3. Company develops a device for measuring illumination level4. Company develops a software program to teach lighting fundamentals to TV studio personnel12HighAttractiveness34Low
16 Probability of Occurrence Threat MatrixThreatsProbability of OccurrenceHighLow1. Competitor develops a superior lighting system2. Major prolonged economic depression3. Higher costs4. Legislation to reduce number of TV studio licenses12HighSeriousness34Low
17 The Marketing Plan Executive Summary & Table of Contents Current Marketing SituationOpportunity & Issue AnalysisObjectivesMarketing StrategyAction ProgramsProjected Profit-and-lossControls
18 The Boston Consulting Group’s Growth-Share Matrix 20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-Market Growth RateStars543?Question marks21Cash cow6Dogs8710x x 2x 1.5x 1xRelative Market Share.5x .4x .3x .2x .1x