Applied Marketing Strategy

1. Applied Marketing Strategy

2. Applied Marketing Process Setting up Strategy Enviornmental Analysis Preparation Executing Financial performance analysis STP & Product Conception MOA / 4C Analysis GAP & KFS Analysis Brand strategy Preparation 5P’s Strategy Assessing Planning Executing • Segment customers • Geographic, Demo-graphic, Lifestyle, Behavioral, income, • Education, Gender, • Psycho-graphic, Age, • Occupation, Race, Religion, Loyalty, Shopping habits • Targetthe segmented amarket • Assess attractiveness of segmented market with our relative strengths • Position the product • Identify & make MKT’G mix for the concept of • the positioning • Product conception • Concept, Features, Design, Price, Positioning • Environment Duty, Tax, Regulation GDP, Ex-change Rate Economy • Growth Rate & • Situation, • Demography • Industry & Market • Macro industry trend, Market size, Market Growth Rate, Product & Price trend, M/S Trend, Seasonality, • Competitor • Strategy, Product, Price, Place, Promotion, People • Company • Sales Record, Product, Price, Place, Promotion, People, • Channel • Distribution, Share, Price structure, Sales force • Customer • Needs & Benefits, Behavior, Brand Perception, Key Buying Factors • S.W.O.T. • GAP • Compare Ours with Leaders (Product, Price, Place, Promotion, People) • Select key factors • afor success • (Product, Price, Place, Promotion, People) • Setting up strategic adirection • Sales impact, Resources, Urgency, Value chain • Product • Product concept, Product positioning, Features & USP, Product variety, Design, Brand name, Packaging, Services, Warranties • Price • Price structure (Landed costs, Gross Margins, List Prices), Channel mix pricing, Payment period • Place • Channels, Coverage, Assortments, Locations, On-Line Biz • Promotion • Above the line (mass media), Below the line (sales promotion, PR, event, demo), Trade marketing, Direct marketing,. Personal selling ,Sales Force, • Packaging • People • Manager, Sales, Planning, Product- planning, Distributor, Floor sales forces • Brand vision • Symbolic world the brand will create • Brand objective • Brand value created by customers • Brand positioning • Brand image to be perceived by the target customer with the differentiation • against competitors • Brand acommunication • Delivery of the pursuing brand images to customers according to marketing goals within the limited resources • Making detailed aexecution plan & aconsensus • Product, Price, Place, Promotion, People, • Time & Ownership of implementation planning • Product design & development, aprocess • (Marketing team, Product planning,R&D, Design team) • Product aintroduction aprocess. • (Marketing team, Product planning, • Fields) • Marcom process • (Marketing team, Fields) • Estimating sales aperformance (optimistic, • Pessimistic, • most likely) • Estimating costs a& profits • Material, Production, Operating & non-operating, Profit, FOB, Tariff, Landed cost, Dealer margin, VAT, Retail price • Break even aanalysis • Break-even • Sales amount = • Fixed cost • Variable cost • Sales amount • Assessment of the aMKT’G objective • Achievements against goal from marketing plan every 3months • Review Product aissues • Featuring, User manual, User’s response • Marketability • Time to market, Positioning, Market price, Margin • Distribution • Channel selection, Special requirements • Marcom • Above the line, Be low the line, • Service • Field calls, Spare parts availability, Info availability, CIC results • General process Review & Reflect overall process improvements • Organize aproject team • Team leader & members Role of team members • Clarify the agoal of project • Interview relevant people Define project scope Scheduling • Arrange kick-aoff meeting • Consensus on the goal, project scope, schedule • Register aproject theme ) ( 1- 6σ ; Measure Analysis Define Improvement Control Blue Ocean : ……………………………………… ………………………. ERRC Strategy Canvas

3. TIPS for Professional Life . Eventually, our real competitors are customers. . Grasp the customers’ hearts, selling will naturally follow. . Set the trend rather than adding new features. . Without competitiveness in the red ocean, you won’t become a winner in the blue ocean. . Differentiate or die. . What you do by yourself, you get to understand it. . Make two close friends in the areas you are in charge of. . Conquer English, you know you can not avoid it. . Enhance your communication skills. . Count to ten.