Strategic
Marketing
& PLANNING
Samin Ahmad
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SM & P - Course requirement
1. Textbook
Strategic Marketing 9th edition
David W Cravens , Nigel F Piercy
2. Membership of
StrategicMarketing_SA
Read the course advice.
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Advice
• Case studies
• Analysis
• Ethics
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Ethical Marketing
The Golden Act in a way that you would want others
Rule to act toward you
The Take only actions that would be
viewed as proper by an objective
Professional panel of your professional
Ethics colleagues
“Would l feel comfortable
The TV test explaining this action on
television to the general public?”
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Ethical Marketing
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Ethical Marketing
As Marketers, we must:
• Do no harm. This means consciously avoiding harmful actions or
omissions by embodying high ethical standards and adhering to all applicable laws and
regulations in the choices we make.
• Foster trust in the marketing system. This means
striving for good faith and fair dealing so as to contribute toward the efficacy of the
exchange process as well as avoiding deception in product design, pricing,
communication, and delivery of distribution.
• Embrace ethical values. This means building relationships and
enhancing consumer confidence in the integrity of marketing by affirming these core
values: honesty, responsibility, fairness, respect, transparency and citizenship.
Ethical Values
1. Honesty – to be forthright in dealings with customers and
stakeholders.
2. Responsibility – to accept the consequences of our marketing
decisions and strategies.
3. Fairness – to balance justly the needs of the buyer with the
interests of the seller.
4. Respect – to acknowledge the basic human dignity of all
stakeholders.
5. Transparency – to create a spirit of openness in marketing
operations.
6. Citizenship – to fulfill the economic, legal, philanthropic and
societal responsibilities that serve stakeholders
STRATEGIC
MARKETING
What’s the difference ?
PRINCIPLES OF MARKETING
MANAGEMENT OF MARKETING
STRATEGIC MARKETING
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What is MARKETING ?
MARKETING is
1. Creating Value For The Target Customers
Value Is Created By Anticipating The Future Needs And Wants
Of The Target Market, And Meeting These Needs.
2. Deliver Value To The Target Market
3. Communicate That Value To The Target
4. Capture A Portion Of That Value By Pricing
MARKETING IS……
THE ART OF CREATING
GENUINE CUSTOMER VALUE.
MARKETING IS NOT…..
FINDING CLEVER WAYS TO SELL WHAT
YOU MAKE
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The plan for
1. Creating Value
2. Delivering that Value
3. Communicating That Value
4. Capturing A Portion Of That Value
Is called
Marketing Strategy
Marketing Strategy consists of 2
major activities
1. Selecting the target market and
positioning the product (STP)
2. Making a plan of activities to achieve this
positioning
The Marketing Process Starts With
Customer Company’s Partners Competitors Environment
Needs Skills
Segmentation Targeting Positioning
PACK PRICE
The 6 Ps
PROPOSITION PRODUCT PROMOTION PLACE
What Is Marketers Job ?
I. Drive The Business Strategy
II. Research New Opportunities
III. Get New Consumer INSIGHTS
IV. Do S.T.P. Segmentation, Targeting ,Positioning
V. Apply The ”6 Ps” , Making Sure They Are Consistent
With A) Each Other & B) STP Strategy
VI. Implement The Marketing Plan
VII. Measure & Monitor Results
MARKETING
UNLESS A BUSINESS HAS
A UNIQUE ADVANTAGE
OVER ITS COMPETITORS ,
IT SHOULD NOT EXIST
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What is STRATEGY ?
STRATEGY is a plan of action to achieve a
goal.
Tactics are the conduct of engagements
STRATEGY is concerned with linking all
such Tactics
MARKETING
•IF YOU HAVE THE SAME STRATEGY AS YOUR COMPETITOR…
YOU HAVE NO STRATEGY
•IF YOUR STRATEGY CAN BE EASILY COPIED…
YOU HAVE A WEAK STRATEGY
•IF
YOUR STRATEGY IS UNIQUE…..
YOU HAVE A STRONG AND SUTAINABLE BUSINESS
IKEA
SOUTHERN AIRLINES
NIRALA SWEETS
HARLEY DAVIDSON 17
MARKETING
IF YOUR STRATEGY IS UNIQUE YOU
HAVE
1. A CLEAR TARGET MARKET & NEED
2. A DISTINCTIVE & WINNING VALUE PROPOSITION
3. A DISTINCTIVE SUPPLY-CHAIN TO DELIVER IT.
4. YOUR COSTS ARE LOW
5. YOU CAN CHARGE PREMIUM PRICE
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MARKETING
IF YOU WANT TO DEVELOP A UNIQUE STRATEGY
WORK HARD TO FIND OUT WHAT THE TARGET
CONSUMERS LIKE AND then DELIVER IT.
GOOD MARKETING STRATEGY
COMES FROM
the MARKETPLACE 19
MARKERS OF BAD STRATEGY…..
RELIANCE ON YESTERDAY’S IDEAS
MARKETING SHORT-CUTS, PRICE WARS
DISCOUNT SCHEMES
NO CLEAR VISION
ACQUISITIONS ?
MIDDLE-OF-THE-ROAD STRATEGY
OVER EMPHASIS ON TACTICS
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MARKETING
Strategy has to be market driven… as the
starting point is the consumer and the market
that he is in.
However a balance has to be struck between
marketing goals and financial performance..
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MARKETING
Becoming market oriented requires a
cultural change in the company
Know your customer
Know your market..
And other competitors targeting the same
customers / market
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Aaker ‘s Marketing Strategy Model
Product-Market Investment Decision
WHERE TO COMPETE ?
Business Strategy
HOW TO COMPETE ?
Value Assets & Functional are
Proposition Competencies Strategie
MARKETING ?
Marketing Strategy helps Management to:
Create a Business Strategy
Change a Business strategy
Retain a Business Strategy
Create a Strategic Vision
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MARKETING ?
1. Marketing is the primary driver of
Management/Business strategy
Marketing groups understands the
o Customers
o Competitors
o Markets
o Environmental Forces
o Trends
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MARKETING ?
2. Marketing is the OWNER of THE
Customer Value Proposition
Marketing is the
voice of the consumer
in the Business strategy
development process
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MARKETING ?
3. Marketing is the Growth Driver
Of the Business
Business growth is dependant
on Consumer & Market
Insights and Marketing is
the custodian of all insights
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STRATEGIC MARKETING CHARACTERISTICS
Successful Companies are :
Market Oriented
Have proactive strategies
Are I.T. Savvy
Build proper Cultures
Deliver shareholder value
Emphasise research
Allow Marketing to play a key role
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Strategic Marketing Course Objectives :
1. To Develop An Understanding Of The
Strategic Market Planning Process.
2. To Examine The Process Of Strategic
Marketing And Its Relationship To The
Corporate Strategy.
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Strategic Marketing Course Objectives
3. To understand the process of Marketing
Strategy through analysis of Marketing
Cases relating to different areas of
marketing.
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Strategic Marketing Course Objectives
4. To give students an opportunity to develop
their own alternatives to different
strategic marketing issues and relate it to
local environment.
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