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DEVELOPING MARKETING STRATEGIES AND PLANS

Kathlene Marie A. BarcelonaASMPH YL8 MD-070019

12 May 2010

Top 10 Concepts

Outline: To develop marketing strategy and plan…

1. Define Customer value 2. Understand Core business

processes and core competencies 3. Holistic marketing framework

(how?)4. Strategic vs. tactical5. Corporate and division level (how?)

Outline: To develop marketing strategy and plan…

6. Strategic Business Unit level (how?)7. Applying SWOT & MOA analyses 8. Applying Porter’s generic strategies9. Forming Strategic alliance10. Marketing plan (what?)

Concept 1:

Marketing delivers customer value at a profit.

Value delivery process

Choose your value Segment Target Position

Provide value Communicate value

Concept 1:

Marketing delivers customer value at a profit.

Value chain Primary activities Support activities

Examples

Kotler – Nike “$80/pair of rubbershoes”

Local – Jollibee “At Home ako dito”, “Filipino pride”

Medical – The Medical City “Patient as partners for health”

Core business processes Market-sensing New-offering Customer acquisition Customer relationship Fulfillment management

Concept 2:

Success depends on core business processes and competencies

Core competency Competitive advantage “Leader” Distinctive capabilities Value delivery network

Concept 2:

Success depends on core business processes and competencies

Examples

Kotler – Kodak Outsourcing making of digital

cameras Focus on graphics communications

Local – Mercury Drug Leader in Pharmacy business

Medical – Unilab ex. Biogesic Brands are market leaders

Value exploration Value creation Value delivery

Concept 3:

Holistic marketing addresses customer value.

Examples

Kotler – Intel “Pentium” - Building a brand for microprocessor

Local – McDonalds McCafe 24/7 delivery

Medical – The Medical City Cancer Center Regenerative medicine

Strategic marketing plan

Tactical marketing

plan

Concept 4:

A marketing plan directs and coordinates marketing effort.

Examples

Kotler – Intel Collaboration with computer makers

Local – Elections COMELEC promo of Smartmatic PCOS

Medical HMOs – promo of health insurance

packages medical representatives Clinical Practice Guidelines “tactic”

Corporate Mission Establish SBUs Assign resources to each SBUs Assess growth opportunities

Concept 5:

The corporate strategy set goals for business units.

Corporate Mission industry products and applications Competence market segment vertical geographical

Concept 5:

The corporate strategy set goals for business units.

Examples

Kotler – Google “To organize the world’s information and

make it universally accessible and useful”

Local – ABS-CBN “In the service of the Filipino worldwide”

Medical – ASMPH “To form, educate, train and field physician-

leaders” “doctors of the future”

Concept 5:

The corporate strategy set goals for business units.

Examples

Kotler – Columbia pictures Local – Globe Medical – Philhealth

Concept 5:

The corporate strategy set goals for business units.

Examples

Kotler – Starbucks Local – Smart broadband Medical – The Medical City

Concept 6:

SBU planning entails a stepwise process.

Concept 7:

SWOT and MOA evaluate the internals and externals.

Examples

Kotler – FedEx Local – ebay.ph Medical – Ritemed

Concept 8:

Porter’s generic strategies work as a game plan.

Overall cost leadership Differentiation Focus

Examples

Kotler – Belkin Local – The Spa Medical – Generics pharmacy

Concept 9:

Forming strategic alliance means building partnership.

Product or service alliance Promotional alliance Logistics alliance Pricing collaboration

Examples

Kotler – Star Alliance Local – Bancnet/Megalink Medical – Group practice, Pharma-

sponsored seminars

Concept 10:

A marketing plan summarizes the marketing process.

Executive summary Situation analysis Marketing strategy Financial projections Implementation controls

Summary: To develop marketing strategy and plan…

1. Define Customer value 2. Understand Core business

processes and core competencies 3. Holistic marketing framework

(how?)4. Strategic vs. tactical5. Corporate and division level (how?)

Summary: To develop marketing strategy and plan…

6. Strategic Business Unit level (how?)7. Applying SWOT & MOA analyses 8. Applying Porter’s generic strategies9. Forming Strategic alliance10. Marketing plan (what?)

My Conclusion:

Know your customer.

Strategize.

Market.

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DEVELOPING MARKETING STRATEGIES AND PLANS

Kathlene Marie A. BarcelonaASMPH YL8 MD-070019

12 May 2010

Top 10 Concepts