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Mod 2 Developing Marketing Strategies

The document discusses several topics related to marketing strategies and plans: 1. It outlines the "Three V's Approach to Marketing" which defines the value segment, value proposition, and value network. 2. It provides examples of corporate mission statements from companies like Amazon, eBay, Sony, and FedEx. 3. It discusses how corporations allocate resources to strategic business units using models like the 7S framework and BCG matrix.

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33 views

Mod 2 Developing Marketing Strategies

The document discusses several topics related to marketing strategies and plans: 1. It outlines the "Three V's Approach to Marketing" which defines the value segment, value proposition, and value network. 2. It provides examples of corporate mission statements from companies like Amazon, eBay, Sony, and FedEx. 3. It discusses how corporations allocate resources to strategic business units using models like the 7S framework and BCG matrix.

Uploaded by

saritasinha0207
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Developing Marketing strategies

and plans
MOD – 2
Three V’s Approach to Marketing
• Define the value segment (segmenting
targeting, positioning, branding)

• Define the value proposition (designing value –


product and service strategy, new offering and
pricing)

• Define the value network (Distribution and


communication)
https://www.youtube.com/watch?v=JuWOUEFB_IQ
London Dairy Vs. Häagen-Dazs
Equal Vs SugarFree
Dettol Vs. Savlon
Bengaluru's Bounce becomes world's fastest-growing bike-sharing start-up

Start-up clocks 60,000 rides per day; this puts it at


par with global players such as US-based scooter-
rental companies Lime and Bird

Within 10 months of launching dockless scooters


in Bengaluru, the firm has completed over five
million rides, covering 30 million km.

Bounce's rival, Vogo, raised Rs 25 crore as debt


from Alteria Capital. Last year in December, the
firm formed a strategic partnership with Ola,
where the ride-hailing giant will boost Vogo's
supply by investing in 100,000 scooters on the
Vogo platform, worth $100 million.

Its offerings will be available for Ola's customer


base of over 150 million, directly from the Ola
app.
AMUL to introduce camel milk in sizes of 200 ml pet bottles

Before this in January earlier this year, Amul had launched camel milk 500 ml in pet bottle which is
priced at Rs 50 per bottle

AMUL has decided to introduce camel milk


in size of200 pet bottles first of its kind in
India

200 ml pet bottles is priced at Rs 25 per


bottle.
Paytm Mall expands portfolio with international brands

The company has partnered with brands across categories like fashion, electronics,
home & kitchen range, baby apparel, cosmetics and toys to ensure secured doorstep
deliveries within 10-15 days, including clearances.

'Paytm Mall World Store' that makes international


brands from the US, Spain and other countries
available to Indian buyers at its platform.

The assortment includes over two million SKUs from


several geographies including the US, Spain, Korea,
Japan and China
Corporate and Division strategic planning
All corporate headquarters undertake four planning
activities:

• Defining the corporate mission


• Establishing strategic business unit
• Assigning resources to each strategic business unit
• Assessing growth opportunity
Jack Ma’s $290 billion loan machine is changing Chinese banking

Using real-time payments data and a risk-management


system that analyzes more than 3,000 variables, Ma’s
four-year-old MYbank has lent 2 trillion yuan ($290
billion) to nearly 16 million small companies.

Borrowers apply with a few taps on a smartphone and


receive cash almost instantly if they’re approved.

The whole process takes three minutes and involves


zero human bankers. The default rate so far: about 1%.

China is quickly becoming a world leader in the use of big data and artificial-
intelligence technology to make loans
Defining the corporate mission
Corporate mission statement

• Amazon.com changed its mission from being the world’s largest online
bookstore to aspiring to become the world’s largest online store
• e-Bay changed from running online auctions from collectors to running
online auctions of all kinds of goods.
• Mission statements are at their best when their reflect a vision , “impossible
dream”
• Sony’s former president Akio Morita , wanted everyone to have access to
“personal portal sound”, so his company created the “walkman and
portable CD player”
• Fred smith wanted to deliver mail anywhere in the US before 10.30am the
next day, so he created FedEx.
Corporate and division strategic planning
Assigning resources to each strategic business unit

• After deciding the SBUs, management must


decide how to allocate corporate resources to
each.

• Few models could be followed:


 7 ‘s McKinsey model
 BCG ‘s growth share matrix
Amazon has replaced Google as the best place to work in the US

Company Ranking

Amazon 1

Alphabet 2

Facebook 3

Salesforce 4

Tesla 5

Apple 6

Comcast NBCUniversal 7

The Walt Disney Company 8

Oracle 9

Netflix 10
Where are the drones?
Amazon's customers are still
waiting

Jeff Bezos boldly predicted five


years ago that drones would be
carrying Amazon packages to
people's doorsteps by now.
Strategic Goals
BCG Matrix
Amazon targets airports for
checkout-free store expansion

The move underscores how a company


that started as an online bookseller is
making forays into brick-and-mortar
retail to capture a greater share of
shoppers' spending.

More than 350 million passengers boarded flights at the country's top 12
airports last year, according to US Department of Transportation data.
Our market share in movie-ticketing has not
changed, it has actually gone up. We oscillate
between 70% and 75% (of the market),” said Ashish
Hemrajani, founder of BookMyShow.

The nearly two-decade-old company is on


the cusp of a massive transformation as it
moves beyond movie ticketing to include
live events as a full-stack management
model.

“Any out-of home experience that a


consumer may want—be it a movie, play,
or other live events—it should be on
BookMyShow,”
Assessing growth opportunity

Intensive growth : Increase sales through effective marketing


strategies within the current target market

• market penetration strategy,


• market development strategy,
• product development strategy.
Assessing growth opportunity

• Integrative growth : A business can increase sales and profits


through forward or horizontal integration within its industry.

• Horizontal: A horizontal merger involves two firms operating and


competing in the same kind of business activity.
Eg: Exxon – Mobil

• Vertical growth : Vertical mergers occur between firms in different stages


of production operation in same industry.
Eg : Footwear Company Merging with Leather Tannery
Example for Integrative growth

• An example of this integrative approach from Piers


Handling, who runs the Toronto International Film
Festival. When he took the helm, it was not even the
#1 film festival in Canada. Under his leadership it
now views with Cannes.
Assessing growth opportunity
• Diversification growth:
Eg: Walt Disney moved from producing
animated movies to theme parks and
vacation properties

Eg: Canon diversified from a camera-making company into


producing whole new range of office equipment.
Product planning : content of marketing plan

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