STRATEGIC MARKETING
1.Marketing Planning: new urgency, new
possibilities
1.1. Marketing planning
- Marketing is everywhere
- Business must fight to catch the customer’s eye
- Marketing planning is important
o Customers have more information, more choices, higher expectations, more
power, and more involvement
o Stakeholders are looking for companies to make a difference
- Get your customers involved in your marketing
o It’s a two way communication = dialogue between customer and business
o E.g. doritos lets the people decides which commercial they would choose for
the super bowl
- Customers demand transparency
o They will a vote in a company, looking in a company
1.1.1. Marketing and value
o Received benefits vs. perceived total price
o Providing value through satisfying customes’ needs
o Marketing is all about creating, communicating, delivering and exchanging
offerings that provide value
Marketing is all about creating, communicating, delivering and
exchanging offerings that provide value
Marketing = a promise
o The price the customers are willing to pay
o Brand image has a big role for the price that customers want to pay for that
extra price
o Creating value = satisfying customers’ needs
o E.g. iphone vs. android why do you want to pay €1200 if you have already
a phone for €120
o E.g. globetrotter flagship store in Germany
Experiences: you can test your products in the shop itselfs extra
values for customers to buy your products there
In the winter you can test your ski’s etc.
1
, STRATEGIC MARKETING
1.1.2. The purpose of marketing planning
- Strategic
o > 1 year
o Long-term plan, until 5 years and after they wil revise the plan
o
- Tactical
o = 1 year
- Operational
o < 1 year
o short-term, e.g. sales (solden in augustus)
- To provide a framework for guiding the company toward its objectives
- A structured process helps you identify, assess and select appropriate marketing
opportunities and strategies
- Companies that keep growing have a good strategic plan
o E.g. Lego: for a long term they are popular they have different themes for
different situations, holidays, genders… so they can reachr a lot of target
groups. For the girls: their favorite color, a group of friends and animals
that are the things girls love so in this way they will target the girls because
they were missing this target group
o E.g. Loombands: very popular but just for a short term they did not have a
strategic plan, they put all the ideas they have at the same time on the
market
1.1.3. Contents of a marketing plan
- Executive Summary
o Summary for the executive management, CEO wants to see what the isue is
and what are the campagnes you want and budget
o Very to the point, not too general
- Current Situation
- Objectives and Issues
- Target Market, Customer Analysis and Positioning
- Marketing Strategy
- Marketing Programs
- Financial and Operational Plans
- Metrics and Implementation Control
- In other words
o Where are we now? Who are we? What is the problem?
o timing? Budget? Analysis?
o where do we want to be? Problem should be solved
o implementation + control
- Get a fresh perspective by creating a new plan every year, rather than adapting last
year’s plan
2
, STRATEGIC MARKETING
1.2. Developing a marketing plan
1.2.1. Step 1: Research and analyse the current situation
- The marketer performs both:
o External analysis
Involves the understanding of
Demographic
Economic
Technological
Political-Legal
Ecological
Social-Cultural
Competitors
o Internal analysis
Marketers also assess the firm’s capabilities and the strategies of
competitors in order to:
Build on strengths, and
Exploit competitors’ weaknesses
SWOT-analysis
1.2.2. Step 2: Understand Markets and Customers
- Consumers or businesses
- Comprehensive understanding is desired:
o Buying habits and behaviors
o Who?, What?, Where?, When?, Why?, How?
o Are buying patterns changing? Why?
- E.g. McDonald’s
o Glocal: as global as possible, as local as needed
o Mcdo in asia is different, they will also sell rice to make sure that the local
customers will be conviced to come to the mcdo
o Each country has a different focus for the same restaurant
BEL: safety
FR: local partners
NL: cheap menu
DUI: little profit
UK: they offer quarter pounder
- E.g. Kruidvat had orange products for the Netherlands in World Championship
Football, also in shops in Germany…
o In Germany etc. they saw a drop because no one bought the orange products
3
, STRATEGIC MARKETING
1.2.3. Step 3: Plan Segmentation, Targeting and Positioning
- Segmentation
o To group customers with similar needs, wants, behavior, or attitudes
- Targeting
o The selection of specific segments for marketing
o Go as specific as you can after this you can work on your positioning
- Positioning
o Competitively distinctive place (position) in the mind of the targeted
customers
o E.g. M&M’s
Sales stagnation in chocolate market
Higher market share for competitors
Sales decrease of more than $ 23 million between 1995 and 1997
Urgency and call for action:
Chocolate is fun and impulsive
Chocolate is colourful
M&M’s are different
They lost a lot of sale created little caracters it worked
- Marketing planning is important
o Customers have more information, more choices, higher expectations, more
power, and more involvement
Proof? Examples?
o Stakeholders are looking for companies to make a difference
Sure, I want to invest in your idea, but what’s in it for me?
o E.g. Aveve group didn’t change the name of the shops because they were scared that
they will lose customers because of the change that it will be a different store
1.2.4. Step 4: Plan Direction, Objectives, and Marketing Support
- Goals: long-term targets
- Objectives: shorter-term targets
- Sustainable Marketing:
o Balancing long-term goals with short-term objectives and budget realities
o Responsible to the larger society
o Sustainability, commitment to the society is nowadays very important
1.2.5. Step 5: Develop Marketing Strategies and Programs
- Consistent with the firm’s overall direction, goals, and strategies
- Utilizing the tools of the “marketing mix”, enhanced by service
o Increasing use of “three screens”: TV, cell phone, and computer
- Includes the development of strategic alliances with suppliers, partners, and channel
partners
- E.g. oreo
o Different flavors for different countries
o Packaging: big or small
o Supermarkets or streetvendors
o Oreo + parent company logo
o Communicate campaigns for different cultures: ‘how to eat oreo’
4
1.Marketing Planning: new urgency, new
possibilities
1.1. Marketing planning
- Marketing is everywhere
- Business must fight to catch the customer’s eye
- Marketing planning is important
o Customers have more information, more choices, higher expectations, more
power, and more involvement
o Stakeholders are looking for companies to make a difference
- Get your customers involved in your marketing
o It’s a two way communication = dialogue between customer and business
o E.g. doritos lets the people decides which commercial they would choose for
the super bowl
- Customers demand transparency
o They will a vote in a company, looking in a company
1.1.1. Marketing and value
o Received benefits vs. perceived total price
o Providing value through satisfying customes’ needs
o Marketing is all about creating, communicating, delivering and exchanging
offerings that provide value
Marketing is all about creating, communicating, delivering and
exchanging offerings that provide value
Marketing = a promise
o The price the customers are willing to pay
o Brand image has a big role for the price that customers want to pay for that
extra price
o Creating value = satisfying customers’ needs
o E.g. iphone vs. android why do you want to pay €1200 if you have already
a phone for €120
o E.g. globetrotter flagship store in Germany
Experiences: you can test your products in the shop itselfs extra
values for customers to buy your products there
In the winter you can test your ski’s etc.
1
, STRATEGIC MARKETING
1.1.2. The purpose of marketing planning
- Strategic
o > 1 year
o Long-term plan, until 5 years and after they wil revise the plan
o
- Tactical
o = 1 year
- Operational
o < 1 year
o short-term, e.g. sales (solden in augustus)
- To provide a framework for guiding the company toward its objectives
- A structured process helps you identify, assess and select appropriate marketing
opportunities and strategies
- Companies that keep growing have a good strategic plan
o E.g. Lego: for a long term they are popular they have different themes for
different situations, holidays, genders… so they can reachr a lot of target
groups. For the girls: their favorite color, a group of friends and animals
that are the things girls love so in this way they will target the girls because
they were missing this target group
o E.g. Loombands: very popular but just for a short term they did not have a
strategic plan, they put all the ideas they have at the same time on the
market
1.1.3. Contents of a marketing plan
- Executive Summary
o Summary for the executive management, CEO wants to see what the isue is
and what are the campagnes you want and budget
o Very to the point, not too general
- Current Situation
- Objectives and Issues
- Target Market, Customer Analysis and Positioning
- Marketing Strategy
- Marketing Programs
- Financial and Operational Plans
- Metrics and Implementation Control
- In other words
o Where are we now? Who are we? What is the problem?
o timing? Budget? Analysis?
o where do we want to be? Problem should be solved
o implementation + control
- Get a fresh perspective by creating a new plan every year, rather than adapting last
year’s plan
2
, STRATEGIC MARKETING
1.2. Developing a marketing plan
1.2.1. Step 1: Research and analyse the current situation
- The marketer performs both:
o External analysis
Involves the understanding of
Demographic
Economic
Technological
Political-Legal
Ecological
Social-Cultural
Competitors
o Internal analysis
Marketers also assess the firm’s capabilities and the strategies of
competitors in order to:
Build on strengths, and
Exploit competitors’ weaknesses
SWOT-analysis
1.2.2. Step 2: Understand Markets and Customers
- Consumers or businesses
- Comprehensive understanding is desired:
o Buying habits and behaviors
o Who?, What?, Where?, When?, Why?, How?
o Are buying patterns changing? Why?
- E.g. McDonald’s
o Glocal: as global as possible, as local as needed
o Mcdo in asia is different, they will also sell rice to make sure that the local
customers will be conviced to come to the mcdo
o Each country has a different focus for the same restaurant
BEL: safety
FR: local partners
NL: cheap menu
DUI: little profit
UK: they offer quarter pounder
- E.g. Kruidvat had orange products for the Netherlands in World Championship
Football, also in shops in Germany…
o In Germany etc. they saw a drop because no one bought the orange products
3
, STRATEGIC MARKETING
1.2.3. Step 3: Plan Segmentation, Targeting and Positioning
- Segmentation
o To group customers with similar needs, wants, behavior, or attitudes
- Targeting
o The selection of specific segments for marketing
o Go as specific as you can after this you can work on your positioning
- Positioning
o Competitively distinctive place (position) in the mind of the targeted
customers
o E.g. M&M’s
Sales stagnation in chocolate market
Higher market share for competitors
Sales decrease of more than $ 23 million between 1995 and 1997
Urgency and call for action:
Chocolate is fun and impulsive
Chocolate is colourful
M&M’s are different
They lost a lot of sale created little caracters it worked
- Marketing planning is important
o Customers have more information, more choices, higher expectations, more
power, and more involvement
Proof? Examples?
o Stakeholders are looking for companies to make a difference
Sure, I want to invest in your idea, but what’s in it for me?
o E.g. Aveve group didn’t change the name of the shops because they were scared that
they will lose customers because of the change that it will be a different store
1.2.4. Step 4: Plan Direction, Objectives, and Marketing Support
- Goals: long-term targets
- Objectives: shorter-term targets
- Sustainable Marketing:
o Balancing long-term goals with short-term objectives and budget realities
o Responsible to the larger society
o Sustainability, commitment to the society is nowadays very important
1.2.5. Step 5: Develop Marketing Strategies and Programs
- Consistent with the firm’s overall direction, goals, and strategies
- Utilizing the tools of the “marketing mix”, enhanced by service
o Increasing use of “three screens”: TV, cell phone, and computer
- Includes the development of strategic alliances with suppliers, partners, and channel
partners
- E.g. oreo
o Different flavors for different countries
o Packaging: big or small
o Supermarkets or streetvendors
o Oreo + parent company logo
o Communicate campaigns for different cultures: ‘how to eat oreo’
4
