Chapter

2
Developing
Marketing
Strategies and Plans
Edited by: Dr. Vaidehi Shukla

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 The value delivery process

CHOOSING THE VALUE

PROVIDING THE VALUE

COMMUNICATING THE VALUE

Copyright © 2016 Pearson Education Ltd. Edited by: Dr. Vaidehi Shukla 2-2
 CHOOSING THE VALUE
Only after selecting the value to be offered, firm can proceed with
production, sales and promotion. The firm finds out what creates
the value to the customer and accepts/ choose it as the value to be
offered. Value selection is thus not only the first step in the
sequence but also the most crucial one.

In other words, where Marketing Management does its own

“homework marketing” before any product exists Eg. The
variants in shampoo, eco-friendly packaging material, colour
options in a product etc.

Copyright © 2016 Pearson Education Ltd. Edited by: Dr. Vaidehi Shukla 2-3
 PROVIDING THE VALUE
This constitutes the bulk of the marketing job. What the firm has
promised to provide the customer has to be actually provided.
The product offering must actually carry the benefits the firm has
promised and it must be reached to the customer in the most
satisfying manner.
This step is the fulfilling the promise by the firm to the
customers.

By using a marketing mix (Ps of marketing), firm tries to give the

promised value to the customers.

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 COMMUNICATING THE VALUE

After selecting the value to be offered and deciding how the

value has to be created /delivered, the firm tries to communicate
the value to the customer.

In this step, there are actually two components:

(I) Making a Value Proposition
(II)Communicating the Value Proposition

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 The Value chain
• A tool for identifying ways to create more
customer value

– Every firm is a synthesis of activities

performed to design, produce, market, deliver,
and support its product
Further reading:
https://www.mindtools.com/pages/article/newSTR_66.htm

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 The Value chain

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 Marketing plan
• The central instrument for directing and
coordinating the marketing effort

– Strategic

– Tactical

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 MARKETING PLAN COMPONENTS

1. Executive summery and table of contents

2. Situation analysis
3. Marketing strategy
4. Financial projections
5. Implementation controls

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Evaluating a Marketing Plan

1. Is the plan simple/succinct?

2. Is the plan complete?
3. Is the plan specific?
4. Is the plan realistic?

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 SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

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Further reading
https://www.mindtools.com/pages/article/newTMC_05.htm
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