Market Planning
SWOT analysis Strength, Weakness, Opportunity & Threat
Product design, Packaging, Branding,
Product Strategy Support services and maintenance,
Updgrades, Product variations
Costs of product, demand, price of
Pricing Strategy
competing products
Advertising, Sales promotion, Public
Promotional strategy relations, Direct marketing, Personal
selling
Place (distribution strategy) Direct selling, Whole sale, Retail selling
Political, Environmental, Social,
PESTEL
Techonlolgical, Legal
Market Research
Define research objective
Choose Method Qualitative, Quantitative
Choose sample Focus discussions
Collect data Primary data, Secondary Data
Analyse data
Present report
Customer Behaviour
Demographics
Economics
Cultural
Pshycological
Needs & Motives Maslovs need heirarchy
Social factors
Primar, secondary, aspirational,
Reference group
dissassociative
Buying decision process
Need recogonition
Information search
Alternative evaluation
Purchase decision
Post purchase behaviour
Market Segmentation
Geographical Location, Country, Climate, Population
Demographics Age, gender, Education, Income, Religion
Pshycographic Lifestyle, Personality, Attitude, Opinion
Behavioural Status, layalty, Occasion, usage
Brand positioning variables
Product/Service differentiation
Personal differentiation
Channel differentiation
Services
Intangiable can feel
Inseperable stays with service provider
Variable varies based on expertise
Perishable Goes off once completed
Types of products
Convenience goods
Shopping goods
Speciality goods
Unsought goods
Stages of PLC (explained with
Characteristics
4Ps)
Introduction stage
Product Basic product is introduced
Place Limited or Selective distribution
Promotion Heavy Ads, Inform Customers
Price Low sales, Low profits, High price
Growth stage
Create differentiator, early competitors
Product
come in
Place Expand distribution
Aggressive Ads, Inform and pursuade
Promotion
customers
Increased sales, Reduced price, Increased
Price
profit
Maturity stage
Improved product with USPs, Small
Product competitors drop unable to survive and
drops
Complete target market distribution,
Place
expand to full length and breadth
Differentiate competittors, promote
Promotion
innovatively. Pursuade customer.
Price Peak sales, High volume, Market saturation
Decline stage
Need for new product emerges, Innovation
Product
in product is required
Place Stable distrubution
Promotion Essenttial promotion. Remind customers
Price Declinig sales
Branding
Meaningful
Relevant
Memorable & Likeable
Adaptable
Tranfsarrable & Culturally
sensitive
Protectable
Brading strategies
Indvidual names
Nlanket names
Corporate name
Private Brand
Co branding
Ingredient branding
Pricing Objectives
Max Sales or Market Share
Product quality leader
Status Quo
Market skimming
Market Surviving
Demand & Suplly
Competetitor based pricing
Cost based pricing
Customer value based pricing Perceptional pricing
Refernce pricing
Image priicing
Pricing Adaptation strategy
Prioduct line pricing
Two parts pricing
Captive pricing
Product bundle pricing
Optional feature pricing
Segmental/Discrimnatory pricing
Psychological pricing
Retailer types
Levels of distribution Channels
Direct channel
Retail channel
Wholesale channel
Agent channel
Types of distribution
Intensive
Selective
Extensive
Types of Retail formats:
Department store Online stores
Specality store Mobile apps
Drug store Direct selling
Supermarkets Off price stores
Coninience store Automatic vending
Franchise Fusion stores
Business communication
Communication plan
Situation analysis
Stage of PLC
Objective of marketing
Identyfying target audience and
demographics
Choosing communication tools
Media mix
Message strategy
Time & Budget
Communication tools
Mass communication Digital & Personal communication
Advertising Direct marketing
Sales promotion Digital marketing
Public relations Non digital
Personal selling
Types of channels
Newspaper
magazine
Radio
TV
Out of home media
Digital communications
Market Planning
Markieting Objectives
4Ps = Product, Place, Price & Promotion
Marketing strategies
7Ps = People, Process, Physical evidence
Finanical projections Revenue forecastm expenditure, profits
Evaluation & Implementation
Steps in ad campaign:
Identify the target
Determine the communication
objective
Establis expenditure
Choose media
Choose Message & Appeal Rational
Moral
Emotional
Fear
Competative
Sex
Music
Humour
Collect fedback