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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016

Giovanni Aliverti

[email protected]

Corso in

Marketing, innovazione e sostenibilità

Il piano di marketing 2/2


3. STRATEGY


3. STRATEGY

3.1. SEGMENTATION3.2. TARGETING3.3. POSITIONING3.4. TYPES OF STRATEGY3.5. STRATEGIC WEAR-OUT


3. STRATEGYMarketingobjectives

3. Marketing strategy

3.1. Segmentation–how the market can be segmented–segment profile

3.2. Targeting–evaluate segment potential–select the most attractive

3.3. Positioning–What the product means for the market–how it differs from competition


3.1. SegmentationIt is the process of dividing buyers into

smaller groups within which broadly similar

patterns of buyers needs exists

Segments must be:– Measurable– Accessible– Substantial (critical mass)– Unique (in its response)– Appropriate (to corporate objects)– Stable (predictable)


3.2. Targeting

– Size, growth rate

– Structural attractiveness (profitability)– Porter 5 forces

– industry competitiveness (rivalry)– potential of new entrants– threat of substitute– powers of buyers– power of suppliers

– Organization objectives and resources– skills– resources


3.2. Targeting

market

company segment 2

segment....

segment 1

company segment 2

segment....

segment 1

companyUndifferentiated

marketing mix 2

marketing mix

marketing mix

Differentiated

Concentrated


3.3. Positioning

It is the process of designing an image and a

value so that customers understand what the

company stands for in relation to competitors

Steps:

–Identify possible competitive advantages

–Choose those to be emphasized

–Implement the positioning concept


–Identificare possibili vantaggi competitivi

–Scegliere quelli principali su cui puntare

–Decidere come posizionarsi

Definisce cosa il prodotto significa per i clienti e come si differenzia dagli altri prodotti in commercio.

Sano Gratificante

Uso comune

Speciale

Fetta al latte

MARS

Godiva/Leonidas

New pro X

3.3. Positioning map


3.4. Types of strategy

FOCUS

Porter generic strategies

COST DIFFERENTIATION

Cost leadership–Tight controll–Economy of scale–Globalization–Manufacturing focus (simplify design, production)–Labor effectiveness (plants)

Differentiation–Emphasis on one element of the product–quality, technology, .....

Focus–Concentrating on a narrow market segment –Can be complemented with differentiation

Porter generic strategies


3.5. Strategic wear-outProduct Life Cycle

growthintrod. maturity decline

sales

profit

t

$


Product Life Cycle Vs Boston matrix


sales

profit

t

$

question star dogcash cow BCG

3.5. Strategic wear-out


Product Life Cycle Vs Boston matrix


sales

profit

t

$

question star dogcash cow

build/invest hold/invest divestharvest

BCG

Strategy



Product Life Cycle - eg: MAO


Grande balzo in avanti

Cento fiori

t

Impatto

Rivoluzione culturale



4. TACTIC


4. TACTIC

4.1. MARKETING MIX4.2. PRODUCT4.3. PRICING4.4. POSITION4.5. PROMOTION


4.1 TACTIC - MARKETING MIX


TACTIC

4.1 TACTIC - MARKETING MIX


4.2. Product


4.2 Product ELEMENTS TO BE CONSIDERED:

!Product attributes–feature, package, size, ...situation analysis

!Product benefits–as perceived by customers–includes image, performance

!Product support services–Delivery, installation, maintenance, warranty,...


Qualità e valore del prodotto

Qualità tecnica

Qualità funzionale

Qualità attesa

Qualità percepita

Qualità erogata

Valore

Il confronto fra qualità erogata ed attesa determina la qualità percepita.Questa, in relazione con il prezzo, determina il valore per il cliente.

4.2 Product


4.3. Pricing


4.3 Pricing Price settings

–Corporate objectives–Competition–Product Life Cycle–Legal consideration–Consumer and response pattern (elasticity)–Level of future demand–Costs–Positioning–Risk

Methods of pricing–Cost oriented

Mark-up, Target ROI, early cash recovery, ....–Market oriented

Perceived value, benchmark, .....


4.4. Place - distribution


4.4 Place - distributionELEMENTS TO BE CONSIDERED:

!Coststransportation, delivery time, warehouse, .....

!Competitive advantage and customer benefits better service/exclusivity

!Costs Vs controldistributors, middlemen, .....


DISTRIBUTION STRATEGIES

! Intensiveeverywhere

! Selectiveeg. “solo in farmacia”

! ExclusiveRoll Royce (Lexus)

4.4 Place - distribution


4.5. Promotion


ELEMENTS OF PROMOTIONAL MIX–Selling–Advertising–Sales promotion–Direct marketing–Sponsorship–Exhibitions–Corporate identity–Merchandising–Publicity–Word of mouth

4.5. PROMOTION


Consumer response:

!Awareness

!Interest

!Desire

!Actions

4.5. PROMOTION


5. ACTION


5. ActionIMPORTANZA DEL FARE

Un buon piano implementato male non porta

da nessuna parte;

un cattivo piano ben implementato genera

dei risultati.


6. CONTROLLO


6. ControlManagement control is the process of

ensuring that resources (human, physical,

technological, financial, ...) are allocated so as

to achieve the overall purposes of the

organization.

Control is an integrating part of the planning process


Giovanni [email protected]

Corso in

Marketing, innovazione e sostenibilità

Il piano di marketing 2/2

FINE

Documents

omdisa.uniroma3.it/wp-content/uploads/2016/11/Roma3-SOSTAC-2-2.pdfTitle: Roma3-SOSTAC 2-2.pdf Created Date: 5/24/2016 7:57:37 AM