1. STRATEGIC MARKETING An Introduction Resource Person: Aly Raza Syed March 2009

2. STRATEGY

3. S=Spot T=Trend R=Review A=Apply T=Tactics E=Evaluate G=Greater Y=Yields.

4. STRATEGY After SPOTTING TRENDS externally, you have to REVIEW the organization internally (its policy, its tactics, its action plan and its Resources). Then you APPLY your TACTICS. You EVALUATE which strategies or tactics give you the GREATEST YIELD.

5. SMP The Steps

6. External Environment Opportunities & Threats Internal Environment Strategy Formulation Macro EnvironmentIndustry Environment Firms Resources, Organizational Mission & Goals Corporate Strategy Formulation Business Unit Strategy Formulation Functional Level Strategy Implementation Organizational Structure, Leadership Power & Culture Strategic Control Strategic Control Process & Performance

7. CORPORATE LEVEL BUSINESS UNIT LEVEL FUNCTIONAL LEVEL Levels of Management

8. Levels of Management. FAUJI FOUNDATION Factory Manager Factory Manager Marketing Manager Marketing Manager Admin Manager Admin FAUJI UPJOHN FAUJI UPJOHN FAUJI CEMENT FAUJI CEMENT FAUJI CEREALS FAUJI CEREALS

9. THE ENVIRONMENT

10. External Internal MacroMicro DEEP-LIST Suppliers Customers Competitors Intermediaries Controllable Variables Mission/Goals/ Objective 4 Ps Structure SOP’s

11. Market Types: Market Place Market Space Meta Markets

12. Consumer Market vs. Industrial Market

13. Needs Vs. Wants

14. Types of Competitors Direct Competitors Indirect Competitors Substitute Competitors Generics

15. Competition Market Leader Market Challenger Market Follower

16. Competitive Strategies

17. The Process of Marketing Market Segmentation Target Marketing Marketing Mix

18. SATISFACTION When customer gets Value –Total benefits > Total Cost Where Utility is created

19. The Market Mix The Four Hard P’s Product Price Place Promotion The Three Soft P’s People Process Physical Evidence

20. The Marketing Mix Product Place Price Promotion

21. Product Vs. Services Products: –Tangible

22. Services Intangibility Perishability Simultaneous Production and Consumption Heterogeneity

23. The Marketing Mix Product Promotion Place Price

24. Tool for Sales Promotion Coupons Premium Prices Rebates and discounts Sampling Sponsorships Event Marketing Trade Shows Product placement Public Relations Publicity

25. Advertising Newspapers Telephone Direct Mail Radio Yellow Pages Magazines Out of home Advertising: –POS/ Billboards/Posters/Banners/Wall Chalking Interactive Media –The Internet

26. PUSH vs. PULL Strategy

27. Unique Selling Prepositions

28. POSITIONING

29. The Marketing Mix Product Promotion Place Price

30. Distribution/Place Direct Indirect –Retailing –Wholesaling

31. Consumer Marketing Channels

32. The Marketing Mix Product Promotion Place Price

33. Market Penetration Pricing Market Skimming Pricing Par Pricing Psychological Pricing Uniform Pricing Geographic Pricing

34. Price Computation Strategies Cost Plus Pricing Strategy Demand Based Pricing Strategy Geographic Pricing EDLP Strategy Competitive Pricing Strategy Parity Pricing Strategy

35. The Extended Marketing Mix People Processes Physical Evidence

36. The Marketing Mix

37. Process

38. Physical Evidence

39. Benchmarking

40. Benchmarking in Quality. Your companies Quality Level Quality Level of Best Performer GAP Fill The Gap

41. Core Competencies

42. Resources are rare Resources are organized Resources are inimitable Resources are valuable Resources And Core Competence Core competencies

43. KAIZEN

44. NO PLEASE !!! W