Welcome to:

Marketing Planning & Strategy

Course Instructor - Anurag Hans
anuraghans.iilm@gmail.com

Rules of the game

Come prepared Revise last lecture, pre-read next one Its not a crime to not know, definitely a sin to not ask Be regular to avoid overbearing load Enjoy the subject

Anurag Hans 2009

Text to follow

Douglas West, John Ford, Strategic Marketing- Creating Competitive Advantage, Oxford University Press WB-Mullins, Walker & Larreche, Boyd (2006)Marketing Strategy: a decision focused approach, 5th edition, Tata McGraw-Hill OC- Ferell O.C & Hartline Michael ( 2007) , Marketing Strategy, Thomson South Western Indian Edition KK-Kotler & Keller (2006), Marketing Management, Pearson education MM- McDonald Malcolm,(200), Marketing plans , ButterworthHeinemann Marketing Warfare Al Ries and Jack Trout: Mc Graw Hill, NY

Anurag Hans 2009

Assessment Rules

Case Study Presentations 10% Group Project 30%

End-term 60%

Anurag Hans 2009

What is Strategy?

A strategy is a plan of action designed to achieve a particular goal. The word strategy has military connotations, because it derives from the Greek word for general. Strategy is distinct from tactics.

In military terms, tactics is concerned with the conduct of an engagement while strategy is concerned with how different engagements are linked.
Military strategy is a long-term plan of operations that will achieve the political objectives of the nation.

It is part of the four levels of warfare: political goals, strategy, operations, and tactics

Anurag Hans 2009

Why Marketing Strategy?

Consumers Sales Marketing Consumers

Fin

HR

R&D

SC

Consumers

Consumers

Anurag Hans 2009

What is Competitive Marketing Strategy?

A market-oriented strategy that establishes a profitable & sustainable market position for the firm against all forces that determine industry competition by continuously creating & developing a competitive advantage from the potential sources that exist in a firms value chain.

Anurag Hans 2009

What is Competitive Marketing Strategy?

Market-oriented: Establishes a profitable market position: Establishes a sustainable market position: Forces that determine industry competition: Continuously creating & developing CA: Potential sources that exist in a firms value chain: Strategy based upon the needs & wants of the marketplace End goal of strategy to make a profit in the for-profit sector or to meet alternate metrics (NFP sector) Marketing strategy not about one-off transactions. Aim is to find a place in the market Complex mix of ingredients that create the marketing whirlwind Find a spot where, if need be, the primary challenges can be tackled What value any organisation wants to create using its available marketing resources

Anurag Hans 2009

The Strategic Market Planning process

Figure 1.2: The Books Structure
A. INTRODUCTION
1. Overview 2. Marketing Strategy - Analysis & Perspectives

C. WHERE DO YOU WANT TO BE? B. WHERE ARE WE NOW?

3. Environmental Analysis: Market Information and Intelligence 4. Strategic Marketing Decisions & Choices 5. Segmentation, Targeting & Positioning Strategies 6. Relationship Strategies

E. DID WE GET THERE?

13. Strategy Implementation, Control & Financial/Quantitative Analyses

D. HOW WILL WE GET THERE?

7. Product Innovation & Development 8. Branding Strategies 9. Service Marketing 10. Pricing & Distribution 11. Marketing Communications 12. E-Marketing

F. CONCLUSION
14. Social Marketing & CSR

Anurag Hans 2009

The Marketing Strategy Funnel

Where are we now?

Phase One:

Market Scan Portfolios SWOT/TOWS Objectives/Financial Decisions Segmentation Position Action Plan Control Implementation

Where do you want to be?

Phase Two:

How will we get there?

Phase Three

Did we get there? Corporate Social Responsibility

Phase Four

Anurag Hans 2009