Chapter 4 Marketing Planning Process
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fatimahemmadi17Chapter 4 Marketing Planning Process
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fatimahemmadi17The marketing strategy
The situation analysis
• Internal Analysis
• Environment and PESTEL
• Competitors
• Customers (Marketing Research)
Mission Statement
• Identifying and setting the company’s mission according to the
analysis outcomes
The marketing Strategy
• Segmentation
• Targeting
• Positionning
Marketing Mix (4 Pies)
• Product Policy
• Pricing
• Place
• Promotion
Marketing Information and Customer Insights
Deep
understanding
Marketing Analytic of the
RAW DATA Analysis INSIGHT
information Tools consumers
needs and
wants
The marketing information System (MIS)
The MIS consist of people, equipment and
proceduresto gather, sort, analyse, evaluate
and distribute needed, timely and accurate
information to marketing decision makers
The marketing information System (MIS)
PRIMARY DATA
Random Poll
Retail and sales audit
Surveys (Ad hoc)
Brainstorming
Focus groups
Interviews with stores
In-depht Interviews
managers
Observation
Internal auditing
Marketing Research
INTERNAL DATA EXTERNAL DATA
Accounting records and Government (Data: HCP,
financial statements department industry
(balance sheets, cash reports…)
memo…). Competitors Business
Reportings reports
Internet
Professional magasines
DESK RESEARCH Marketing Intelligence
SECONDARY DATA
The marketing information System (MIS)
Marketing research is the systematic design,
collection, analysis, and reporting of data
relevant to a specific marketing situation
facing an organization.
The marketing Research Process
Defining the Problem and Research Objectives
Exploratory research
Descriptive research
Causal research
Marketing Segmentation
Consist of dividing a market into different
groups of buyers on the basis of needs,
characteristics or behavior who may require
seperate product or marketing mixes.
Marketing Segmentation
Demographic
Geographic segmentation: segmentation: age,
density, nations, regions, lifecycle stage, gender,
nighborhoods, climate income, occupation,
religion, generation
Psychographic Behavioral segmentation:
segmentation: social occasions, benefits, user
class, lifestyle, personality status, loyalty status, and
usage rate
Market Segmentation
Requirements for Effective Segmentation
Measurable Accessible Substantial
Differentiable Actionable
Market Targeting
Selecting Target Market Segments
A target market is a set of buyers who
share common needs or characteristics that
the company decides to serve.
Evaluating Market Segments
Segment size and growth
Segment structural attractiveness
Company objectives and
resources
Market Targeting
Selecting Target Market Segments
Market-Targeting Strategies
Market Positioning
A product position is the way the product is defined
by consumers on important attributes – the place the
product occupies in the consumers mind. The
positioning can either be functional, symbolic or
experiential
Differentiation and Positioning
Positioning Maps
Positioning maps
show consumer
perceptions of
marketer’s
brands versus
competing
products on
important buying
dimensions.
Differentiation and Positioning
Positioning Maps
Differentiation and Positioning
Choosing a Differentiation and Positioning Strategy
Identifying a set of possible competitive
advantages to build a position
Choosing the right competitive
advantages
Selecting an overall positioning strategy
Communicating and delivering the
chosen position to the market
Differentiation and Positioning
Choosing a Differentiation and Positioning Strategy
Positioning statement summarizes company or brand
positioning using this form: To (target segment and need)
our (brand) is (concept) that (point of difference).
Positioning Statement Example for Evernote:
“To busy multitaskers who need help remembering things,
Evernote is a digital content management application that
makes it easy to capture and remember moments and ideas
from your everyday life using your computer, phone, tablet,
and the Web.”