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Marketing Management Proposed Outline

Marketing Management Proposed Outline. Learning Objectives. Company Profile. Description of Product (if product analysis). SWOT. Opportunities. Trends towards healthy living (evidenced by the success of C2 green tea) Current green tea craze

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Marketing Management Proposed Outline

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  1. Marketing ManagementProposed Outline

  2. Learning Objectives

  3. Company Profile

  4. Description of Product (if product analysis)

  5. SWOT

  6. Opportunities • Trends towards healthy living (evidenced by the success of C2 green tea) • Current green tea craze • Economic growth in the Philippines is steadily increasing • Warm tropical climate

  7. Threats • Big number of competitors • The fast turnover of “fads” once a new product comes along

  8. Strategic Direction

  9. Strategic Direction • Serenitea has a lot of products and are constanly developing new ones, basically the sheer number of choices and combinations are what makes it very successful among the youth • Also the nature of the product (milk tea) will only be appealing to a certain age group – the school age group and young adults • Therefore the group decided to penetrate the existing market with the existing products

  10. Goals • To be the first choice of drinks among the youth • To increase profit through brand advertising and publicity • To increase promotions • To obtain customer loyalty

  11. Objectives • Create advertisements and billboards which will target the youth (facebook, twitter, TV) • Tie ups with credit card companies (BDO, Citibank, etc) • Create promos in Groupon / cash cash pinoy • Develop a Loyalty card/ a planner/ merchandise • Place stores near schools, parks and hip places where the youth gather

  12. Market Research

  13. Market Position and Competitive Study

  14. Target Market • Segmentation

  15. Consumer Insighting

  16. Branding • Brand DNA • Brand Positioning

  17. Value Proposition

  18. One Sentence Positioning Statement • For___________________ who • (PTM demographic) __________________ (PTM psychographic) • _____________ is the ____________________ • (brand) (competitive category) • that provides/makes/gives/offers/brings/etc. ___________________________ (distinct benefit)

  19. Another Example For upper middle-class men who demand the most of themselves, Boardroomis the fitness centerthatprovides personal trainers who bring the most vigorous work-outs directly to office or home

  20. Pricing

  21. Placing and Distribution

  22. Communication Strategies (IMC)

  23. Other Important Moves (Optional) • Service Marketing • Global Marketing • Marketing Warfare • Blue Ocean

  24. Reflections

  25. Session 12 • Special Topics • Service Marketing • Global Marketing • Marketing Warfare • Blue Ocean

  26. Session 14 • Research Presentation

  27. Session 15 • Executive Session – Marketing Forum

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