Module 3: Strategic Marketing
Course Objectives
1. Explain company-wide strategic planning and its four steps.
2. Discuss how to design business portfolios and develop growth strategies.
3. Explain marketing’s role in strategic planning and how marketing works with its
partners
to create and deliver customer value.
4. Describe the elements of a customer-driven marketing strategy and mix and the forces
that influence it.
Defining Marketing’s Role
Coca Cola PPT
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Coca-Cola 7Ps.pdf
Portfolio Analysis
McDonald’s AVP Advertising Focus
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Compilation of Most
Unforgettable McDonald's Philippines TV Commercials or
Advertisements.mp4
Product/Market Expansion Grid
Product/market expansion grid. A portfolio-planning tool for identifying company growth
opportunities through market penetration, market development, product development, or
diversification.
Market penetration. Company growth by increasing sales of current products to current
market segments without changing the product.
Market development. Company growth by identifying and developing new market segments
for current company products.
Product development. Company growth by offering modified or new products to current
market segments.
Diversification. Company growth through starting up or acquiring businesses outside the
company’s current products and markets.
Value chain. The series of internal departments that carry out value-creating activities to
design, produce, market, deliver, and support a firm’s products.
Value delivery network. The network made up of the company, its suppliers, its
distributors, and, ultimately, its customers who partner with each other to improve the
performance of the entire system.
STP: Segmentation, Targeting, and Positioning
PPT Presentation Synchronous
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\PhDM 609 Advanced Studies in
Marketing Management\LPUL PhD616_JUL19Lec1.pdf
SEGMENTATION
Breaking the heterogeneous market into smaller, homogenous markets
Segment. a group of customers who share similar inclinations toward a brand.
We segment because consumers’ needs and preferences vary
It is impossible for firms to satisfy everyone’s needs with a single offering
Segmentation by Group of Customers
Segmentation Bases and Factors
Demographic (gender, age, household composition, lifestyle cycle, education, income,
etc)
Geographic (country, area of country, climate, urban vs rural)
Psychological (attitudes, knowledge, awareness, wants & needs, affiliations, traits,
expertise & involvement, brand attributes association)
Behavioral (products purchased, user status, media habits, loyalty, frequency of usage)
Segmentation Strategies
Breadth -multiple segments with a single product
Depth -One segment with multiple products
Tailored -customized for each segment
TARGETING
IT IS THE ATTRACTING SOME OF THOSE CUSTOMERS MAKES BETTER SENSE THAN
GOING AFTER OTHERS.
This should be: (1) Fit with Firm’s Capabilities and has a (2) Profitability Potential.
POSITIONING
COMMUNICATE YOUR BENEFITS CLEARLY TO YOUR INTENDED CUSTOMERS
POSITIONING: who you are in the marketplace vis-à-vis competition (who you are & who
you want to be)
Positioning Matrix
POSITIONING STATEMENT: concise description of your target market as well as a
compelling picture of how you want that market to perceive your brand.
ELEMENTS:
– Target market
– Brand
– Point of Differentiation
– Frame of Reference
– Reason to Believe
Sample: (Amazon.com 2011)
For World Wide Web users who enjoy books, Amazon.com is a retail bookseller
that provides instant access to over 1.1 million books. Unlike traditional book
retailers, Amazon.com provides a combination of extraordinary convenience, low
prices, and comprehensive selection.
DIFFERENTIATION
Differentiation. Actually differentiating the market offering to create superior customer
value.
Dominos Emoji Ordering AVP
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Cannes Lions\Dominos Emoji
Ordering.mp4
Marketing Mix
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\The Marketing Mix.pptx
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\The Marketing Mix.pdf
AVP
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Marketing Mix
Discussion.mp4
4Ps of Marketing
Product
– an item that is built or produced to satisfy the needs of a certain group of people.
– can be intangible or tangible as it can be in the form of services or goods.
A product has a certain life cycle:
1. The Growth phase
2. The Maturity phase
3. The Sales Decline phase.
Product Life Cycle
Price
– the amount that a customer pays for to enjoy it.
– Pricing always help shape the perception of your product in the consumers’ eyes.
– Always remember that a low price usually means an inferior good in the consumers
‘eyes as they compare your good to competitors.
– Prices too high will make the costs outweigh the benefits in customers’ eyes, and they
will therefore value their money over your product.
Place
– Where do your clients look for your service or product?
– What kind of stores do potential clients go to? Do they shop in a mall, in a regular brick
and mortar store, in the supermarket, or online?
– How do you access the different distribution channels?
– How is your distribution strategy different from your competitors?
– Do you need a strong sales force?
– Do you need to attend trade fairs?
– Do you need to sell in an online store?
Promotion
– How can you send marketing messages to your potential buyers?
– When is the best time to promote your product?
– Will you reach your potential audience and buyers through television ads?
– Is it best to use the social media in promoting the product?
– What is the promotion strategy of your competitors?
The 7 Ps of Marketing
People
– includes everyone who is involved in the product or service whether directly or indirectly
o Employees
People Who Make the Products
People Who Bring the Products to the Customers
People Who Talk to the Customers
Process
- The systems and processes of the organization affect the execution
of the service.
- This includes indirect vs direct activities
o Direct activities ensure to add value to the interface of the customers
o Indirect activities ensure to support the direct activities of
services before and after it has been consumed
Physical Evidence
8 Ps of Marketing
12 Ps of Marketing
Activity 1: Marketing Concept Comparison
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Kwentong Jollibee 2020
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Compilation of Most
Unforgettable McDonald's Philippines TV Commercials or Advertisements.mp4
1. Identify the Segmentation, Targeting, and Positioning of the two Fast Food Companies.
2. Identify the Product/Brand Differentiation of the two companies based on the video
Activity 2: Marketing Mix Research [PBA Part 1]
1. Choose among the different UNICORN Companies of 2019 on the FILE attached in this
assignment. *Note: 1 UNICORN per student. (Bawal magkapareho ng Unicorn
Company)
2. Analyze your UNICORN of choice using the Marketing Mix: Identifying the PRODUCT,
PRICE, PLACE, and PROMOTION. Present it on a POWERPOINT PRESENTATION.
*One slide per P (e.g. Product).
3. Included in the attachments are the following: (1) Marketing Mix Video Discussion; (2)
Marketing Mix PPT; (3) Unicorn Companies List (Excel file); (4) The PPT template for
this Performance Task; and (5) A sample output in PDF Format (Pepsi Marketing Mix).
4. Please convert your PPT presentations into PDF before turning it in the LMS
5. REVOLUTION PRE-CRAFTED is not among your choices.
Attachments:
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\4Ps Template.pptx
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\Pepsi Marketing Mix.pdf
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\UNICORN Companies 12ABM-
C1.xlsx
..\..\AY 2019 - 2020\2nd Semester\Principles of Marketing\UNICORN Companies 12ABM-
C2.xlsx
Activity 3: Marketing Research Presentation [Part 2 of the PBA]
