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Analysis for Marketing Planning

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Competing forms = whole bean, ground, instant, coffee bags, etc. Third Dimension: ... Bag. Folger's. Starbuck's. Millstone. Gevalia. Product form. competition: ... – PowerPoint PPT presentation

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Title: Analysis for Marketing Planning


1
Analysis for Marketing Planning
  • Defining the Market

2
Marketing Planning
  • A written document containing a specific
    blueprint for business/business units marketing
    program and allocations for a specific period of
    time.

3
Corporate strategic planning
Group or sector planning
SBU planning
Annual marketing plan
4
Marketing Planning Sequence
Collect data
Analyze data
Develop objectives, strategies, programs
Develop financial documents
Negotiate final plan
Measure progress toward objectives
Audit
5
Marketing Plan Components
  • Executive summary
  • Situation analysis
  • Industry analysis
  • Competitor analysis
  • Customer analysis
  • Demand analysis forecasts
  • Marketing objectives
  • Marketing strategy
  • Marketing tactics
  • Product/brand management
  • Pricing management
  • Distribution management
  • Communications management
  • Budget
  • Implementation and control plan
  • Contingency plan

6
Market Definition
  • How a business sees or defines its market for its
    product/service.
  • Who do we or will we compete with?

7
Different Bases of Competition
  • Customer-oriented
  • Marketing-oriented, i.e., advertising and
    promotion
  • Resource-oriented
  • Geographic

8
Methods for Determining Competitors
  • Existing categories
  • Substitutability
  • Managerial judgment

9
Defining market using customer-based data
  • Brand switching
  • Basic question Are these products substitutes
    for each other?
  • Positive cross-elasticity of demand
  • Substitute products
  • Negative cross-elasticity of demand
  • Complementary products

10
  • Customer judgment
  • Based on customer perceptions
  • Overall similarity--perceptual map

11
More Gentle
Anacin 3 ?
? Tylenol Reg. Str.
Less Strong
More Strong
? Tylenol Extra Str.
? Bufferin
? Bayer
? Anacin
? Anacin Max.
? Excedrin
Less Gentle
12
  • Customer judgment
  • Similarity of consideration sets
  • Product deletion
  • Substitution in use

13
Defining market by levels of competition
  • Identify levels or dimensions of competition
  • Three dimensions of competition
  • Works from broad to narrow
  • Identifies all possible opportunities, enabling
    business to be proactive and to anticipate
    consumer needs

14
First Dimension
  • Identifies competing product classes serving
    generic need.
  • Example
  • Generic need thirst
  • Competing product classes
  • milk, soda, coffee, tea, juices, water,
    etc.

15
Second Dimension
  • Identifies competing product forms within product
    class.
  • Example
  • Product class coffee
  • Competing forms whole bean, ground,
    instant, coffee bags, etc.

16
Third Dimension
  • Identifies competing brands within product form.
  • Example
  • Product form whole bean
  • Competing brands Folgers, Starbucks,
    Millstone, Gevalia, etc.

17
Marketing Definition
Thirst
Broad
Milk
Coffee
Soda
Tea
Juice
Ground
Whole Bean
Instant
Coffee Bag
Narrow
Folgers
Starbucks
Millstone
Gevalia
18
Product form competition Diet colas
Product category competition Soft drinks
Generic competition Beverages
Budget competition Food entertainment
19
Choosing Competitor Focus
  • Depends on several factors
  • Long-term vs. short-term
  • Product life cycle stage
  • Rate of change in technology
  • Firms distinctive capabilities

20
Product Life Cycle
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