1. Planning at Product Level
Planning at product level is of two types:
Strategic Planning: Lays out the broad marketing objectives and strategy based on an analysis of the current market situation and opportunities.
Tactical Planning: Outlines specific marketing tactics, including advertising, merchandising, pricing, channels and service.
Marketing Managers whether at the corporate, division, business or product level follow a marketing process.
Working with in the plans set by the levels above them, product managers come up with a marketing plan for individual products, lines or brands.

2. Value Delivery Sequence
Task of any business is to deliver value to the market at a profit: Value Delivery Process.
(a) Traditional physical process sequence
Make the product
Sell the product
Procure
Design
product
Make
Price
Sell
Advertise/
promote
Distribute
Service
It can be implemented only the markets having goods shortages where consumers are not fussy about quality, features or style.
It wouldn’t work in more competitive economies where people face abundant choices.
Sales
Contd…

3. Value Delivery Sequence
(b) Value creation & delivery sequence
Choose the Value
Provide the Value
Communicate the Value
Product Service Price Sourcing Distribution
Sales Sales Advertising
Force Promotion
Segmentation Selection Positioning
Strategic marketing
Tactical marketing
Sales

4. Steps in Marketing Process
Managing the Marketing Effort
Planning Marketing Program
Developing Marketing Strategies
Analyzing Market Opportunities

5. 1. Analyzing Market Opportunities
Micro Environment
Macro Environment

6. 2. Developing Marketing Strategies
Two basic elements of marketing strategy: Target market and marketing mix variables.
(1)THE TARGET MARKET
• The group of people toward whom the firm directs its marketing efforts and merchandise.
• Need to pay attention to growing market segments.
• Example: Growing Hispanic population in United States.
Target

7. Developing Marketing Strategies
(2) MARKETING MIX VARIABLES
• Marketing mix Blending of the four strategy elements—product, distribution, promotion, and pricing—to fit the needs and preferences of a specific target market.
Product Strategy
• Decisions about customer service, package design, brand names, trademarks, patents, warranties, the life cycle of a product, positioning the product in the marketplace, and new-product development.
Contd…

8. Developing Marketing Strategies
Distribution Strategy
• Ensure that consumers find their products in the proper quantities at the right times and places.
• Involves modes of transportation, warehousing, inventory control, order processing, and selection of marketing channels.
Warehousing
Inventory Control
Order Administration
Outbound transportation
Material handling
Packaging
Communication
Data processing
Distribution
Contd…

9. Developing Marketing Strategies
Promotion Strategy
• Link between sellers and buyers.
• Many companies use integrated marketing communications to coordinate promotional activities and ensure customer receives a unified message.
Contd…

10. Developing Marketing Strategies
Pricing Strategy
• Methods of setting profitable and justifiable prices.
• Subject to regulation and public scrutiny.
• Good pricing strategy creates value for customers, and builds and strengthens their relationship with a firm and its products.

11. 3. Planning Marketing Program
Marketing Expenditures
Division of resources among various tools of Marketing Mix: Product, Price, Place, Promotion
Allocation of resources among various channels and promotion media
Deciding on Budget
Allocating Budget

12. 4. Managing Marketing Effort
Task of ensuring that the company is achieving its current sales, profits and other goals
Annual Plan
Control
Strategic
Control
Profitability
Control
Task of measuring the actual profitability of products, customer groups, trade channels & order sizes.
Task of evaluating whether the company’s marketing strategy is appropriate to market conditions