Presentation on theme: "Developing Marketing Strategies and Plan"— Presentation transcript:
1Developing Marketing Strategies and Plan Vishnu Parmar, IBAUniversity of Sindh, Jamshoro
2Marketing & Customer Value The delivery Value ProcessTradition Physical Process SequenceValue Creation and Delivery Sequence
3The 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
4Marketing & Customer Value Value Creation and Delivery SequenceChoose the ProductCustomer SegmentationMarket Selection / FocusValue PositioningProvide the ValueProduct DevelopmentService DevelopmentPricingSourcing MakingDistributing Service
5Marketing & Customer Value Value Creation and Delivery SequenceCommunicate the ValueSales forceSales PromotionAdvertisingTraditional view of business will not work in economies where people face abundant choices
6Japanese Concept Zero customer Feedback time Zero Product Improvement TimeZero Purchasing TimeZero Setup TimeZero Defects
7The 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.
9Core 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.
10HOLISTIC 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
15Opportunity 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
16Probability 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
17The Marketing Plan Executive Summary & Table of Contents Current Marketing SituationOpportunity & Issue AnalysisObjectivesMarketing StrategyAction ProgramsProjected Profit-and-lossControls