By :

Lois Permanita Sinuraya

&

Kiki Melina

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 1

Chapter 2

Developing Marketing Strategies and Plans

( Mengembangkan Strategi dan Rencana Pemasaran )

KOTLER KELLER

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 2

How does marketing affect customer value?

Bagaimana Pemasaran mempengaruhi Nilai Pelanggan ?

How is strategic planning carried out at different levels of the organization?

Bagaimana perencanaan strategis dilaksanakan pada berbagai tingkat organisasi yang berbeda ?

What does a marketing plan include? Apa cakupan rencana pemasaran ?

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 3

Choosing the Value Providing the Value Communicating the Value

Three V’s Approach to Marketing

( Nirmalaya Kumar –london business school )

Define the value segment or customer Define the value proposition Define the value network

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The value chain is a tool for identifying ways to create more customer value because every firm is a synthesis of

primary and support activities performed to design, produce, market,

deliver, and support its product.

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 5

Market-sensing process New-offering realization process Customer acquisition process Customer relationship management

process Fulfillment management process

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 6

A source of competitive advantage Applications in a wide variety of markets Difficult to imitate

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 7

What can we learn from the past? What should the present be evaluated? What do we envision for the future?

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 8

Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities

with the purpose of building long-term, mutually satisfying relationships and

coprosperity among key stakeholders.

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 9

A marketing plan is the central instrument for directing and

coordinating the marketing effort. It operates at a

strategic and tactical level.

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 10

StrategicTarget marketing

decisionsValue propositionAnalysis of

marketing opportunities

TacticalProduct featuresPromotionMerchandisingPricingSales channelsService

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 11

Define the corporate mission Establish strategic business units (SBUs) Assign resources to each SBU Assess growth opportunities

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 12

Focus on a limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 13

Industry Products Competence Market segment Vertical channels Geographic

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 14

Company Product Market

Missouri-Pacific Railroad

We run a railroad

We are a people-and-goods mover

Xerox We make copying equipment

We improve office productivity

Standard Oil We sell gasoline We supply energy

Columbia Pictures

We make movies

We entertain people

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 15

Customer groups Customer needs Technology

Customer group & needs are endure forever

Products are transient technology should be always change

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 16

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

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 17

Assessing Growth Opportunities

Intensive Growth Integrative Growth Diversification Growth

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 18

Marketing Management-Kotler Keller 13rd Edition- Chapter 2

1. MARKET PENETRATION -

STRATEGY

2. PRODUCT – DEVELOPMENT

STARTEGY

3. MARKET - DEVELOPMENT

STRATEGY

( DIVERCIFICATION STRATEGY )

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Corporate culture is the shared experiences, stories, beliefs, and norms

that characterize an organization.

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 20

Avoid the innovation title for the team Use the buddy system Set the metrics in advance Aim for quick hits first Get data to back up your gut

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 21

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 22

Can the benefits involved in the opportunity be articulated convincingly to a defined target market?

Can the target market be located and reached with cost-effective media and trade channels?

Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits?

Can the company deliver the benefits better than any actual or potential competitors?

Will the financial rate of return meet or exceed the company’s required threshold for investment?

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 23

Unit’s objectives must be hierarchical

Objectives should be quantitative

Goals should be realistic

Objectives must be consistent

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 24

Marketing Management-Kotler Keller 13rd Edition- Chapter 2

key to be succes :

“ wisdom, integrity & innovation “- Ciputra -

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Overall cost leadership

Differentiation

Focus

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Product or service alliance

Promotional alliance

Logistics alliances

Pricing collaborations

Marketing Management-Kotler Keller 13rd Edition- Chapter 2 27

Marketing Management-Kotler Keller 13rd Edition- Chapter 2

Executive summary Table of contents Situation analysis Marketing strategy Financial projections Implementation controls

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