1. MARKETING STRATEGY MMM V KRUPA A. RAI

2. THREE KEY STAGES KRUPA A. RAI 1. PREPARING FOR THE MARKETING STRATEGY 2. DEVELOPING THE MARKETING STRATEGY (SCORPIO) 3. FROM MARKETING TO TACTICS

3. PREPARING FOR THE MARKETING STRATEGY KRUPA A. RAI Shareholder Value Long term financial objective Other stakeholder’s requirements Personal value of key implementers Leadership/ Mission Vision The Internal Business Drivers

4. KRUPA A. RAI Strength And Weaknesses Strength And Weaknesses Competitive Opportunities Competitive Opportunities And Threats Opportunities And Threats Structural Opportunities Structural Opportunities Industry Analysis Industry Analysis Environment Audit Environment Audit Resource/ performance Audit Resource/ performance Audit Competitor Analysis Competitor Analysis Customer and market Orientation External Focus Customer and market Orientation External Focus The External Environment

5. KRUPA A. RAI Competitive Strategy Competitive Strategy Sustainable Competitive Advantage Sustainable Competitive Advantage The Business Strategy The Business Strategy The Business Objectives The Business Objectives The Business Strategy

6. DEVELOPING MARKETING STRATEGY KRUPA A. RAI SCORPIO Model The Marketing Objective The Marketing Objective O rganization Structure & Culture S egmentation And targeting S egmentation And targeting I ndustry or Market I ndustry or Market The C ustomer The C ustomer Customer R etention P ositioning & branding P ositioning & branding O fferings

7. From Market Strategy to tactics KRUPA A. RAI Finance Objectives & Strategy IT Objective & strategy Operations objectives & Strategy HR Objectives & Strategy Product Policy Product Policy Price Policy Price Policy Place (Distribution) Policy Place (Distribution) Policy People Policy People Policy Process Policy Process Policy Physical Evidence Strategy Physical Evidence Strategy Promotion Strategy Promotion Strategy The marketing Plans, Programmes and Implementation The Customer

8. KRUPA A. RAI Examples Earn

9. KRUPA A. RAI Our Compass ‘Winning with’ pillars: Winning with brands and innovation Winning in the market place Winning through continuous improvement Winning with people

10. KRUPA A. RAI