marketing plan and marketing research - my...

copyright@2012 Diana Rovati – Università Cattaneo LIUC1

Marketing plan and Marketing Research

Diana Rovati

Corso: N90205 Innovazione e MarketingTitolare del Corso: Raffaella ManziniAnno Accademico: 2012-2013

Le slides sono a supporto della lezione in aula. Per lo studio RIF. KOTLER –Chapter 2,3,4

copyright@2012 Diana Rovati – Università Cattaneo LIUC 22

Marketing plan

Target Market

Strategic

Value proposition

Marketing plan

Tactical 4P


Planning activities (Headquarter)

• Defining the corporate mission

• Establishing Strategic Business Units

• Assigning resources to each business unit

• Assessing growth opportunities

3


Good Mission Statements

• Limited number of goals

• Company’s major policies and value

• Major competitive sphere within which the

company will operate

• Long term view

• Short, memorable and meaningful

4


Business definition

Target Market

Market ?

Business

Customer satisfaction?

Strategic market

5


To define a business activity

• Customers groups

• Customers needs

• Technology

6


Business activity = Business Unit

• It has a single business (independent planning)

• It has its own set of competitors

• It has a manager responsible for strategic

planning.

…… Assigning resources to each BU

7


Assessing Growth Opportunities

• Intensive growth

• Integrative growth

• Diversification growth

8


Nespresso -> Intensive Growth

• Highest quality coffee ->product

• Excellent machines -> service

• Internet , boutiques, call center ->place

…… Promotion?

…… Price?

9


Business Unit Strategic Planning

Mission

• SWOT Analysis

MOA Marketing Opportunity analysis

• Goal Formulation Overall cost leadership

• Strategic Formulation Differentiation

Focus

10


Business Unit Strategic Planning

• Program formulation and implementation

• Feedback and control

11


Collecting information and forecasting demand

• MIS Marketing Information System

• Internal records

• Marketing Intelligence

• Marketing research system

12


The Marketing Research Process

13

Define the problem and

research objectives

Develop the research plan

Collect the information

Analyze the information

Present the findings

Make the decision


Define the problem and research objectives

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•L’altissimo comfort di viaggio offerto dai suoi tre ambienti spaziosi, luminosi e silenziosi (Club, Prima e Smart),

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•La Carrozza Cinema……

14


Develop the research plan

• Data sources

• Research approaches

• Research instruments

• Sampling Plan

• Contact Methods

15


…. Other activities

• Collect the information

• Analyze the Information

• Present the findings

• Make the decision

16

marketing plan and marketing research - my...

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