Developing marketing strategies and plans

Developing Marketing Strategies and PlansPROF. DEEPA ROHIT, LLIM

PROF. DEEPA ROHIT, LLIM 2

Marketing and Customer Value


Value Creation and Delivery 1. Assessing market opportunity and customer value

◦ Environment scanning and study of consumers’ needs etc.

2. Choosing the right ‘customer value’◦ Value proposition – STPD

3. Designing value ◦ Product/ brand strategy, pricing

4. Delivering the value ◦ Distribution

5. Communicating the value ◦ IMC

6. Sustain and growth


Value Chain – By Michael Porter


A Holistic Marketing Value

Exploration

Value Creation

Value Delivery


Strategic Planning

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Four organizational levels1. The corporate level2. The division level3. The business unit level4. The product level

Prof. Deepa Rohit, LLIM

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Corporate & Division Strategic Planning

1.Defining the corporate mission

2.Establishing strategic business unit (SBU)

3.Assigning resources to each SBU

4.Assessing growth opportunities


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Strategic Business Unit• SBU Characteristics

• It is single business or collection of related businesses that can be planned separately from the rest of the company

• It has its own set of competitors

• It has a manager responsible for strategic planning and profit performance, who control most of the factors affecting profit

• Purpose of identifying SBU • To develop separate strategies and assign appropriate funding


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1. Defining the corporate mission

2. Establishing strategic business unit

3. Assigning resources to each SBU

4. Assessing growth opportunities– Intensive growth

– Integrative growth

– Diversification

– Downsizing and divesting older business


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Boston Consultancy Group Growth – Share Matrix


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SBU Strategies

BuildHoldHarvestDivest


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GE Matrix


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1.Defining the corporate mission

2.Establishing strategic business unit

3.Assigning resources to each SBU

4.Assessing growth opportunities



4. Assessing Growth Opportunities• Planning new businesses, downsizing, and

terminating older businesses• If there is gap between future desired sales and

projected sales then corporate management will need to develop or acquire new businesses to fill it

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4. Assessing Growth Opportunities


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Business Unit Strategic Planning


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Business Unit Strategic Planning1. The business mission2. External Environment Analysis • Opportunity & threat analysis

3. Internal environment • Strengths and weakness Analysis

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Marketing OpportunityIt is an area of buyer need and interest that a company has a high probability of profitability satisfying Three sources Offer something which is short in supply Superior way of existing product Studying acquiring, using and disposing off product

Using Market Opportunity analysis (MOA)



Business Unit Strategic Planning5. Strategy formulation• Strategy is a game plan to achieve the goals–Porter’s Generic Strategies (Cost Leadership,

Differentiation and Focus)• Strategic alliances

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Product Planning and Marketing Plan


Marketing Plan A Marketing plan is a written document that summarizes what the marketer has learnt about the market place and indicates how the firm plans to reach its marketing objectives


Sections of Marketing Plan–Executive summary and table of contents– Situation analysis–Objectives –Marketing strategy– Financial projections– Implementation control

Developing marketing strategies and plans

Leadership & Management

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