Market Planning

Indrajit Chattopadhyay
 Topics To Be Covered Today

Introduction
Process
Market Planning Elements
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Tools
Market, Messages & Media
Modern Marketing
Future Marketing
 Introduction

Who
What
Where
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When
Why
How
 Market Planning Process
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 Market Planning Process – In Detail
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 Mission

Kotler’s – CCDVTP
C: CREATE.
C: COMMUNICATE AND
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D: DELIVER.
V: THE VALUE.
T: TO THE TARGET MARKET.
P: AT A PROFIT.
 Value – Driving the Mission

How to arrive at the Mission

The Value you plan to deliver
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The Pain you want to solve

The Core Competence you are proud of
 Vision Statements

Google:
Mission statement: “Organize the world’s information and make it
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universally accessible and useful.”

Vision is to “provide access to the world’s information in one
click”.
 Vision Statements
 LVMH (Louis Vuitton group of companies):
 Mission statement: “The mission of the LVMH group is to
represent the most refined qualities of Western “Art de Vivre”
around the world. LVMH must continue to be synonymous with
both elegance and creativity. Our products, and the cultural
values they embody, blend tradition and innovation, and
kindle dream and fantasy.
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In view of this mission, five priorities reflect the fundamental

values shared by all Group stakeholders:
– Be creative and innovate
– Aim for product excellence
– Bolster the image of our brands with passionate
determination
– Act as entrepreneurs
– Strive to be the best in all we do.”
 Situation Analysis
Abell Model-
Ansoff Matrix
BCG Matrix
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 Situation Analysis
5 C Analysis
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 Situation Analysis
PEST - PESTEL
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 Situation Analysis
SWOT
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 Situation Analysis
Porter’s 5 Force Analysis for External Factors
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 Situation Analysis
Mc Kinsey’s 7S
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 Situation Analysis
BCG Matrix
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 Situation Analysis
 Business Model Canvas
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 Analysis to Strategy

Combine analysis results

Define key issues
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Arrive at Definitive Structural Objective

Starting Marketing strategy
 Marketing Strategy
Identify target market
Niche
Differentiated
Concentrated
Segmenting
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Geographic
Demographic
Positioning
Implementation Plan – Options and SFA Analysis
Setting SMART goals
Define Budget
 Marketing Mix
4P (Product, Price, Place, and Promotion)
4C (Customer/consumer value, Cost, Convenience, and
Communication)
Combining marketing strategy with marketing mix
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 Marketing Plan

Define a Marketing Plan with 5W-1H

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Develop Media Elements as per plan

Implement
 Implementation & Control

Use Deming’s cycle (PDCA) to implement & Measure

Be prepared for change in internal and external factors
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Use feedback process

Continually improve plan
 Message & Media

Marketing communication channels

Traditional vs Contemporary channels
Strategies for selected channels
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Communicating the message

Capturing response
Engagement
 Modern Marketing

Online research
Social Media
Buyer Controlled
Indecisive
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Personalized Buying Behaviour

Increased touch points
Improved Market Research
Expanded Test Marketing
 Future Marketing

Marketing Automation
Social Marketing
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AI in Marketing