DEVELOPING A MARKETING PLAN

Presented by:-Nitesh Kumar

Marketing plan Concepts addressed includes

Generic
strategies

Strategies for
pricing
Market segmentation

Distribution

Advertising

Promotion
Major components to our marketing strategy

How
How the
the enterprise
enterprise will
will How
How toto implement
implement
address
address the
the competitive
competitive and
and support
support our
our day
day
marketplace
marketplace to
to day
day operations.
operations.
Competitive advantage
A
A COST LEADERSHIP A FOCUS
DIFFERENTIATION
STRATEGY STRATEGY
STRATEGY
basedon
• based onthe
the • is one of creating a • may be the most
concept
conceptthat
thatyou
you product or service sophisticated of the
can
can produce
produceand and that is perceived as generic strategies, in
market
marketaagoodgood being unique that it is a more
quality product or
quality product or "throughout the 'intense' form of
service at a lower
service
cost thanatyour
a lower industry either the cost
cost than your
competitors leadership or
competitors differentiation
strategy.
Creation of strategy by deciding what the overall
objective of our enterprise should be
Invest the best resources in support of our offering if market is very attractive and we are
strongest.

Concentrate on strengthening the enterprise if market is very attractive but we are weaker.

An effective marketing and sales effort for our offering will be good if market is not attractive
but we are strongest.

Determine the most cost effective way to divest our enterprise if market and we both are
weak.
 Pricing strategy

A
A MARKET
MARKET
A
A SKIMMING
SKIMMING PENETRATION
PENETRATION
STRATEGY:-
STRATEGY:- A
A COMPARABLE
COMPARABLE
STRATEGY:-
STRATEGY:-
IfIf our
our offering
offering has
has IfIf near PRICING
PRICING STRATEGY:-
STRATEGY:-
near term
term income
income
enough
enough differentiation
differentiation is price
price your
your offering
offering
is not
not so
so critical
critical and
and
to
to justify
justify aa high
high price
price rapid comparably
comparably toto those
those of
of
rapid market
market
and
and we we desire
desire quick
quick penetration your
your competitors
competitors
penetration for for
cash
cash and and have
have eventual
eventual market
market
minimal
minimal desires
desires for
for control
control is is desired
desired
significant
significant market
market
penetration
penetration and and
control.
control.
Promotion
Corporate Product
advertising Family
advertising

Promotion

Product Product
Comparison Benefits
advertising advertising
 Distribution

Direct Self-
Full-service
Sales Wholesale service
Planning
Retail
Sales Retail
Sales
Sales
 The Environment

Governme Demograp
nt actions Emerging
Planning Cultural
hic
technology trends
changes
The Prospect
The potential for market penetration involves whether you are selling to
past customers or a new prospect

The prospect's willingness to pay higher price

The amount of time it will take the prospect to make a

purchase decision

The prospect's willingness to pay for product value

The prospect's willingness to pay higher price

 The Competition

competitor's
experience Staying Market
Planning Strength
power position
Factors affecting strategy of a new
enterprise
• Enterprise capacity to be leader in low-cost production
considering cost control infrastructure, cost of materials,
economies of scale, management skills, availability of personnel 
• The enterprise's ability to construct entry barriers to
competition
• The potential for competitive imitation, resistance to inflation,
ability to maintain high prices
• The competence of the management team.
• The freedom of the enterprise to make critical business
decisions without undue influence from distributors, suppliers,
unions, creditors, investors and other outside influences.
• Freedom from having to deal with legal problems.
Thank
you