Chapter 2 - Marketing Strategy Planning

Chapter 2 - Marketing Strategy Planning - Chapter 2...

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Chapter 2 Marketing Strategy Planning23/01/2008 13:07:00 Video 1:  Showed up late – Check with Pete for notes Business Article: Dell     Dell shipments up but lag rivals Had to change strategy because people wanted to go into a retail store. The Management Job in Marketing     Whole-Company Strategic Management Planning o Marketing Planning o Control Marketing Plan(s) and Program o Implement Marketing Plan (s) and Program o Strategy Key Planning implementation and control of marketing activities Put the plan into place  Ex. Apple Iphone would well more if it were  strategically priced correctly Ex. Trying to sell toothpaste to a group of  individuals who don’t use toothpaste  Below Intro to Marketing Strategy
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Colgate: Marketing Waves in Rural India     o An introduction to the average Indian consumer: 2/3rds of the Indian consumer base lives in rural areas Chief occupation farming and agriculture Average daily household income: $2-$4 Total consumer base of over 600 million o Challenges Colgate faced:     Many people in rural India didn’t use toothpaste or toothbrushes Tootpaste traditionally perceived as expensive, used only  by the rich Consumers traditionally use herbs, herbal twigs to brush  with Low literacy rate, many villages didn’t have electricity, let alone  TVs Traditional advertising media could not be used  effectively Toothpaste too expensive for average rural consumer to afford So how is Colgate selling over 17,000 tons of toothpaste?     o Sends product vans into town on market day Equipped with generators and projectors Plays entertaining half hour infomercial (educating the  customer) Explains benefits, product details to first time customers Creates buzz o
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Developing Marketing Mixes for Target Markets     4 P’s are the things that a Marketer can control Cannot control customers behavior o Produce o Place o Price o Promotion Target Market  – The consumer Marketers job is to give the target market customer what they want Similar group of customers with whom the company wishes to appeal Marketing Strategic Plan Specifies a target market Finding opportunities and developing a profitable product Marketing Mix A controllable variable that they company puts together to satisfy the  target market Marketing to Students: Graduates find employers coming to call A student market
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o Employers plan to hire 20% more college graduates this academic  year o Nearly all majors can expect to see a rise in starting offers
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Chapter 2 - Marketing Strategy Planning - Chapter 2...

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