TMCC Seminar on Marketing for Non-Marketing Executives

1. TMCC Seminar on Marketing for Non-Marketing Executives The Marketing Planning Process BOT Prestigious Conference Hall 29th June 2012

2. Role of Marketing • Develop products • Create motivations • Image/Status • Reassurance • Develop Communication Messages • Essence of your brand • Functional and Emotional benefits • Manage Marketing Tools • Advertising • Sponsorships and Events • Distribution infrastructure • PR • Packaging • Promotions

3. Key considerations • Changes in consumer behaviour • Number of players • Key Competitor activities • Inflation pressure and its effect on purchasing power • Consumers knowledge • Increased pressure in the share of pocket

4. Implications • Create motivations • Consumers shift to value and cheaper offerings • Consumers multiple usage of brands • Different occasions provide new offerings • Message • Communicate powerfully your Key Brand Benefit • Realistic consumer Insights • Focus on touch points beyond advertising • Media • Audience profiles • Connection moments • Decision corridors • Regulatory environment • Return on investment

5. Challenges • Lack of consumer understanding • Advertising Relevancy • Media usage and wastage • Execution at the point of consumption • “Me too” scenario • Marketing being seen as a spending department • Marketing budget • ROI

6. Marketing Planning • Phillip Kotler and Kelvin Lane Keller in the Marketing Management 12e, define “Marketing Planning as the process consisting analysing Marketing Opportunities; selecting target market; designing marketing strategies; developing marketing programs and managing marketing efforts”

7. Marketing Planning Process • Marketing Planning is about Brand Marketing • Brand Marketing is all about Creation of Brand Equity • Brand Equity = Marketing Planning Process

8. Brand Equity Process • Consumer understanding • Tracker studies • Consumer segmentation • Consumer motivation • Brand Essence and Positioning • Brand Essence • Key consumer take out • Brand Personality • Consumer driven strategy • Business objectives • Consumer goals • Activity selection • Growth drivers • Brilliant in Execution • ATL • BTL • Events and PR • Experiential activities

9. Winning in a competitive world • Great Brands win Consumers minds and aspirations • Focus on Brand Equity(Marketers and Non-Marketers) • Deeper understanding of your consumers and Competitors • Create relevant Brand Image: Brand Essence, Positioning, Personality • Top Brand awareness: Spontaneous, First mention • Brilliant Execution • Win Consumer preference: Loyalty and Commitment

10. Planning tool – My tool • Consumers • Competitors • Image • Awareness • Execution C, C, I, A, E

11. 4 Pillars of Success in Marketing • Successful companies put consumers at the heart of the planning process • Marketing Managers need to be true CEOs of their brands • Manage brand COGS and periodic Brand P&L • Excellency in Execution will lead from good to great results. • Localization of brand activities is a key driver of brand association and hence unlock brand growth

12. Thank you