CHAPTER 02 Developing marketing strategies and plans.

M ARKETING AND CUSTOMER VALUE. Marketing involve satisfying customer needs and wants. The task of every business is to deliver customer value at a profit. The company can win customer by delivering superior customer value. It means company can providing a value preposition product and also communicate it

C ON ….. The value delivery process. The traditional view of marketing. company can purchase some thing and then sell some thing. They can not making segment. In these traditional view of value deliver process the company aim is to make the product. And second to sell the product which discuss here.

(1)M AKING S TRATEGIES In traditional value deliver process company first of all choose the first step, which in this step company can develop the product design. (1) design. Company first of all develop the product design, in product design they can decide what product design will be choose. In design they simply decide according to the logo, shape collar, and about the size of the product.

(2) M AKE THE PRODUCT. In this stage company can manufactured the product. Which already company can establish the design. But can not focus on the customer need and wants. (3) price. The third step of traditional value process is to setting the product price. Every business man can set price according to our choice no suggestion of skimming price and psychological price.

(2) S ELLING STRATEGIES In selling strategies company can sell the complete finish form of product. Company can use different promotion strategies 'for the purpose of increasing sales of the company, Distribute product into different location. Provide services to customer for the purpose of increasing number of customer.

(2) V ALUE CREATION AND DELIVERY SEQUENCE. In the modern technique of marketing company can used three broad concepts Choose the value Provide the value Communicate the value (1)Choose the value. In the value creation process company can first of all choose the value. to select a proper value selection, company first of all conduct segmentation stage.

S EGMENTATION Divided the total market into different parts is called segmentation. When company can conducting segmentation, after this company can use the second step of the value creation process is to, Target market. Target market mean to select one or more then one market of these total segment and to deliver the product is called target market.

V ALUE POSITIONING The third step of the value creation process is to establish the position of our business or our product, positioning can be establish on the basis of p.o.p and p.o.d.

(2)P ROVIDE THE VALUE. (1) Product development, in product development strategies marketer can develop the product, increasing number of feature in according with the customer requirement such as radical and incremental product (2) Pricing. When company can develop the product. After this company can set the price of the product such as skimming and psychological price.

(3) C OMMUNICATE THE VALUE (1) Sales force. To proper communication marketer need to communicate effectively to customer, these communication is possible through hiring sales force. Because sales force can direct meet to customer. (2) Sales promotion company can also used sales promotion strategies such as provide discount facilities new packages which these facilities can increase the sales of the company.

(3) A DVERTISING Company can also used advertising campaign because advertising is a paid form of non personal communication which create awareness of the customer. If proper (Aida) model is used.

C ENTRAL ROLE OF STRATEGIC PLANNING Strategic planning means to making long term planning for our business. Successful company can understand customer value, delivering customer value and capturing customer value. And sustaining customer value. To ensure and select right activities marketer must give priority to strategic planning in three key areas.

C ON …… (1) Managing a business investment portfolio (2) Assessing each business strength (3) And the business position in the market.

W HAT IS SWOT ANALYSIS. Swot analysis is a key factor of the organization point of view. Swot is the abbreviation of (s) strength (w) weaknesses (o) is opportunity and (t) is threats. Strength and weaknesses is an external factor and threats and opportunity is external factor.

STRENGTH strength is the internal factor of the organization, marketer first of all identify the strength of our business and after this they can conducting planning in our business. (2) weaknesses. Weaknesses can also be internal factor marketer can analysis our weakness and after this they can try to control it.

(3) OPPORTUNITY Opportunity is the external factor of the organization, it is necessary that marketer can identify the opportunity of the business. For what area opportunity can be available which business can take it. (4) threats. Threats is also external factor which marketer can identify it. threats is competitor, threats is also created from govt.