Marketing Process & Planning Hifni Alifahmi SAP-02

Marketing Strategy and analysis Target marketing process Marketing Planning program development Ultimate Consumer -Consumer -Business Promotions to final buyer Target market Resellers Purchase Belch & Belch, 2007:39 Marketing & Promotion Process Model Promotions to trade Internet/ Interactive Promotional Decisions - Advertising - Direct marketing - Interactive Marketing - Sales Promotions - Publicity and Public Relations - Personal Selling Opportunity analysis Competitive analysis Target Marketing Market Segmentation Product Decisions Pricing decisions Channel of Distributions Decisions Identifying Markets Positioning through Marketing Strategic Selecting a Target Market

Marketing Strategy & Analysis Opportunity analysis Competitive analysis Target Market Selection Market opportunities for existing product lines in current or new markets, new products for current markers, or new products for new markets. Direct brand competition (include its own brand) and indirect forms of competition (substitutes). Various ways potential customer spend their money. Search for a competitive advantage: quality, premium price, customer service, low cost, creative ad campaign (product differentiation & brand equity). Competitors reactions: cut price, increase promo spending, develop new brands, or attack one another through comparative advertising. The company may select one or more market segments as a target market. Market opportunities: favorable demand trends, customer needs and opportunities are not being satisfied, and where it compete effectively.

Market Segmentation Identifies the specific needs of groups of people (segments), select one/more as a target and develops marketing programs directed to each (which similar lifestyles, needs, and the like/preferences). Identifying Markets Positioning through Marketing Strategic Selecting a Target Market Target Marketing Process Five steps: consumers grouping according to their needs, marketing actions (products offered), develop market-product grid (products/actions-market segments), selecting the target segments, taking marketing actions. Bases for segmentation: geographic, demographic, psychographic, behavioristic, benefits sought, usage, awareness & intention. How many segments to enter: 1) undifferentiated marketing (standardized strategy); 2) differentiated marketing (separate strategy); 3) concentrated marketing (one segment and attempts to capture a large share of this market). Which segments offer potential: determining the most attractive segment (sales potential, growth, competition, and its own ability to compete). Positioning strategies generally focus on the consumer or the competition. Positioning relates to the image of the product/brand relative to competing products or brands (indicate image in the marketplace). Positioning strategy: by product attributes/benefits, by price/quality, by use or application, by product class, by product user, by competitor, by cultural symbol.

Holden Barina Targeting Priorities Residual Target Secondary Target Primary Target (Bull’s-eye) All remaining Females and males, Single Female optimists, Young female early adopters “Young female early adopters” were the primary target segment for the Holden Barina “BG” campaign. Duncan, 2005: 211

Customer Profile Variables DemographicsPsychographics Benefits Sought Relationship Level For basic variables are used to develop a segmentation strategy Duncan, 2005: 220

Marketing Program Development Product Decisions Pricing decisions Channel of Distributions Decisions The product is anything that can be marketed and gives satisfaction to the individual. Physical product (car), service (banking, airlines), idea, person (political candidate). Product planning involves design, quality, service and warranties, brand name, packaging design, and company standing behind it. The price variable refers to what the consumer must give up to purchase a product or service. Price determinant: cost, demand, competition, perceived value. Channel decisions involve selecting, managing, and motivating intermediaries such as wholesalers, distributors, brokers, and retailers/resellers. Direct channel: direct selling, direct-response advertising, telemarketing, internet. Indirect channel: using a network of wholesalers (institution that sell to other resellers) and/or retailers (which sell primarily to the final consumers).

Communication Dimensions of the 4 Ps Duncan, 2005: 111

Marketing Program Development Promotional Decisions - Advertising - Direct marketing - Interactive Marketing - Sales Promotions - Publicity and Public Relations - Personal Selling Advertising is paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. An occasional exception to this is the public service announcement (PSA), whose advertising space or time is donated by the media. In direct marketing, organizations communicate directly with target customers to generate a response and/or transaction. Interactive media include CD-ROMs, kiosks, internet, interactive television, and digital cell phones. Sales promotion is marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales. Publicity refers to non-personal communication regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship, ie. News story, editorial, announcement. PR has a broader objective than publicity: establish and maintain a positive image of a company among its various publics. A form of person-to-person communication in which a seller attempts to assist and/or persuade prospective buyers to purchase the company’s product or service or to act on an idea. Promotional Push Strategy versus Promotional Pull Strategy.

Iming-iming Hadiah

Event Marketing Revitalisasi Gebyar BCA setelah sepuluh tahun Promosi reputasi korporat sekaligus produk

S = Situation Analysis Where are we now? SOSTACSOSTAC O = Objectives Where do we want to go? S = Strategy How do we get there? T = Tactics What tactics will fulfill the strategy? A = Action Plan What detailed actions are need for each tactic? C = Control How do we know we have arrived?

The Structure of Marketing Plan 1.Situation Analysis 2.Target Market 3.Marketing Goals & Objectives 4.Marketing Strategy 5.Marketing Tactics 6.Implementation & Control Source: William A. Cohen, The Marketing Planning, 3 rd ed, 2001.