Prepared by

PROF. RAJESH KUMAR(MBA IMT, GBD,SIX-SIGMA BLACK BELT CERTIFIED)

Prof. of IMT-CDL(DIMS)IP UNIV

Ex. HOD-MARKETING,BSD)E:forrajeshkumar@gmail.com

P:9810275444www.marketingandbrandingguru.com

Siemens AG has grown through new product innovation

Netflix’s Distinctive Capabilities

Holistic Marketing

Holistic Marketing

Basically Holistic marketing Framework is design to address three management Question:

• Value Exploration

• Value Creation

• Value Delivery

Value Exploration

Value ExplorationHow company will identify new value

Opportunity

• Customer Cognitive Space• Company’s Competence Space• The Collaboration Space

Value Creation

Value CreationHow can company efficiently create more

innovative new product

• Identify New Customer Benefit• Utilizing core competence• Selecting & Managing New Partners

Value Delivery

Value Delivery:How can company deliver the goods effectively

to customer

• Customer Relationship Management• Internal Resource Management• Business Partnership Management

Nike Creates Value

What is a Marketing Plan?

A marketing plan is the central instrument for directing and coordinating the marketing effort.

Company wide strategic Planning

The Strategic, Planning, Implementation and Control Processes

Corporate Headquarters’ Planning Activities

• Define the corporate mission

• Establish strategic business units (SBUs)

• Assign resources to each SBU

• Assess growth opportunities

.

M

Good Mission Statements

Focus on limited number of goalsFocus on limited number of goals

Stress major policies and valuesStress major policies and values

Define major competitive spheresDefine major competitive spheres

Take a long-term viewTake a long-term view

Short, memorable, meaningfulShort, memorable, meaningful

Some Great Mission

“To achieve our objectives in an environmentof fairness, honesty, and courtesy towardsour clients, employees, vendors, and societyat large.”

We help you organize the world’s information and make it universally accessible and useful.

“We help people trade anything on earth. We will continue to enhance the online trading experiences of all—collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.”

Product Orientation vs. Market Orientation

Characteristics of SBUs

• It is a single business or collection of related businesses

• It has its own set of competitors

• It has a leader responsible for strategic planning and profitability

Assign resources to each SBU

Assign resources to each SBU

• According to Size• According to Importance• According to Involvement

Assess growth opportunities

Assess growth opportunities

• Planning New Business• Downsizing• Terminating Older Business

The Strategic Planning Gap

BCG MATRIX

DOGSLow growth, Low market share

• Dogs are the cash traps.

• Do not have potential to bring in much cash.

• Normally we assume it is the first stage of company

CASH COWS Low growth , High market share

• Foundation of the company and often the stars of yesterday/ Tomorrow.

• Generate more cash than required.• Extract profits by investing little cash • They are located in an industry that is mature,

not growing or declining.

STARSHigh growth, High market share

• Stars are leaders in business.• They also require heavy investment, to

maintain its large market share.• It leads to large amount of cash consumption

and cash generation.• Attempts should be made to hold the market

share otherwise the star will become a CASH COW/ Problem Child.

QUESTION MARKSHigh growth , Low market share

• They will absorb great amounts of cash if the market share remains unchanged, (low).

• Question marks have potential to become star and eventually cash cow but can also become a dog.

• Investments should be high for question marks.