Strategic Marketing Planning

Presented by Worravit ChantaravirojMarketing

ManagerDate 22-08-2014

Outline

1. What is Marketing?2. Marketing Analysis3. Marketing Planning4. Marketing Mix Planning5. Marketing Controlling

The Differences

• Marketing vs Sales• Marketing vs Branding• Marketing vs Marketing Communications• Marketing vs Sales Promotion

1. What is Marketing ?

Six Blind Men

1. What is Marketing ?

Marketing Mgt.

Marketing Management is the art and science “Creative & Formulated” of Choosing TM Getting, Keeping, Growing CustomerThrough Creating, Communicating, Delivering

“Superior Customer Value”

1. What is Marketing ?

Marketing Component

1. Needs / Wants / Demands2. Value Product to satisfy needs3. Exchange

1. What is Marketing ?

Marketing Process

Analysis • Situation• Identify Market Target• Customer Buying Process• Marketing Research

Planning • Product Planning• Price Planning• Place Planning• Promotion & IMC Planning

Control • Marketing Audit• Marketing Benchmarking• Marketing KPI

1. What is Marketing ?

Value-Added Process

1. What is Marketing ?

Seeds Potatoes Chips Flavoring Packaging Location

“Value is added at each stage of the marketing system as the raw potatoes are transformed and moved to become products that consumers are willing and able to buy”

Real Life Marketing Obj.

“ Get more people,to buy more things,

more frequently,at higher prices.”

1. What is Marketing ?

Sergio ZymanFormer CEO - Coke

Benefits of MKT plan

1. Guide to work effectively2. Define job role and responsibilities3. Allocate resources effectively

1. What is Marketing ?

Marketing Analysis

1. Situation2. Identify Target Market3. Consumer Buying Process4. Marketing Research

2. Marketing Analysis

Situation

2. Marketing Analysis

PEST/ PESTEL:Political, Economic, Sociological, TechnologicalLegal, Environmental

Situation - Change

• Every 18 months – double CPU power – for ½ the price (Moore’s Law)

• Every 12 months – double fiber network capability for ½ the price

• Every 9 months – double wireless capacity for ½ the price

2. Marketing Analysis

Business Scope

Broad Mission vs Narrow Mission

2. Marketing Analysis

Fashion cloths Cloths

Train Transportations

Pizza Delivery Pizza

Soft Drink Beverages

Market Segmentation

2. Marketing Analysis

Segmentation Targeting Positioning

Market Research

2. Marketing Analysis

Identify client’s needs Product

Buy Not Buy

Satisfy Unsatisfied

Research Method

2. Marketing Analysis

ObservationalFocus-group

Survey

Behavioral

Experimental

Consumer Insight

2. Marketing Analysis

An insight is a penetrating understanding which provides hooks or clues that lead to brand building opportunities

Strategy

2. Marketing Planning

The essence of strategy is choosing to perform activities differently than rivals do. (Michael E. Porter, Harvard Business Review)

95% of a typical workforce does not

understand its organisation’s strategy

86% of executive teams spend less than one hour per month discussing strategy

Strategy

3. Marketing Planning

Strategy without tactics

is the slowest road to victory

Tactics without strategy

is the noise before defeat

SUN TZU

3 Basic Strategy

3. Marketing Planning

Cost Leadership

Differentiation

Focus

Characteristics of Success

3. Marketing Planning

Lower costs

Faster

Easier

Longer Lasting

More Fun

Better Image

More Alternative

Marketing Success Factors

3. Marketing Planning

Target Market

Offer / USP

Marketing Communications

Timing

40%

30%

20%

10%

5 Marketing Mistakes

3. Marketing Planning

1. Lack of Focus on Best Customer’s Needs

2. Marketing without a USP

3. Improper Positioning

4. Lack of Market Research and Testing

5. Failure to Capture Repeat Customers

4 P’s & 4 C’s

4. Marketing Mix Planning

4 P’s 4 C’sProduct Consumer’s SolutionPrice CostPlace ConveniencePromotion Communication

Implementation Analysis

Marketing Mix

4. Marketing Mix Planning

Product

Price

Place

Promotion

People

Process

Physical Evidence

Product Concept

4. Marketing Mix Planning

What is Product / Features ?

What is Advantage ?

What is Benefit ?

Why should I try ?

Product Mix

4. Marketing Mix Planning

Product Category

Product Line

Product Item

Essential Oil

Oud Oil

Pure Oud Oil

Brand

4. Marketing Mix Planning

A brand is a name, term, sign, symbol or design, or a combination of them, intended

to identify the goods or services of one seller or group of sellers and to differentiate

them from those of competitors.

Awareness + Impression

Power of Brand

4. Marketing Mix Planning

2 – 50 THB 75 – 150 THB

Rebranding

2 – 50 THB

FAIL !

4. Marketing Mix Planning

New Product

4. Marketing Mix Planning

Obj : 1. increase sales 2. replace existing products

“Product Life Cycle”

80% of consumer product decline in 1-2 years

30% of industrial products decline in 6-10 months

New Product Development Process

4. Marketing Mix Planning

6.2 years

NPD Failures

4. Marketing Mix Planning

Inadequate market analysis

45%

Product problems or defects

29%

Lack of effective marketing effort

25%

Higher costs than anticipated

19%

Competitive strength of reaction

17%

Poor timing of introduction

14%

Technical of production problem

12%

Others

24%

Pricing

4. Marketing Mix Planning

Based on cost

Based on market demand

Based on market competition

Place

4. Marketing Mix Planning

Product

Promotion

Price

Place

Customer Consumer

Customer Consumer

Customer Consumer

PromotionMarketing Communications

4. Marketing Mix Planning

Marketing Controlling

5. Marketing Controlling

Marketing Audit

Marketing Benchmarking

Marketing KPI