Notesale: Turn your study into money

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Lecture 1
Major Global Brand
Product available in Americas, Far East and Europe
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£17
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According to video 40% of British consumers smart phone, by 2016 90%
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g
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“Most consumers will spend 50-60% of spare time
on their phone” (Chief Executive, Tescos)
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Simple marketing tweaks helped
boosts sales, like putting names on cans
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- The aim of marketing is to make selling superfluous; the aim is to known and to
understand the customer so well that the product or service fits him/her and sells itself
(Management Guru Peter Drucker)
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This is a cross
functional process, which requires effective internal communications & fully integrated
markets
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A strategic marketing plan is just a document drawn up by the senior team in an
organisation to inform the company what to do and how they are performing
Do you need one?
Nobody plans to fail they just fail to plan (e
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Phones 4 U, went bust overnight, lost
contract to EE and O2, around for decades went bust overnight)

Marketing Planning: Structured process, mapping progress over time; needs to be regularly
updated
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Co-ordinates marketing decisions/actions
Covers specific period for specific organisation
Get the right people for the job; enthusiastic, good communication & analytical skills

Based on:
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Internal/external situation
Marketing direction, objectives, strategies, programmes
Customer service and internal marketing support
Marketing implementation, evaluation, control

Benefits of a marketing plan:
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Examination of opportunities and threats
Framework for evaluating possibilities/priorities
Focus on customers in context of competition/environment
Rationale for allocating resources to achieve results
Specific yet flexible guide for future
Minimise risk

Elements of new marketing thinking (Characteristics – Consequences)
The future is very uncertain – There is no place today for detailed and long term strategies
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Technology driven, intense competition
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Customers expect more and more for less and less – Companies have to find new ways to
create customer preference at a price customers are prepared to pay
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Environments are so complex – Organisations can no longer afford the luxury of consensus
on all the issues
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Planning Process (USE IN ASSIGNMENT!)
Analysis  Where are we now?  Getting the right information
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Internal analysis: Micro environment, markets, customers, competitors, suppliers
and distribution = Strengths & Weaknesses
External analysis: Macro environment (PESTEL analysis) = opportunities & threats
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Planning  Where do we want to be?  Making a good decision
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Marketing objectives – must be SMART e
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85% of students to gain 2:1 in the exam
by Jan 2013
Strategies – Grow? Withdraw? Attack competitor? Defend position? Premium
brand? Low-price operator
Tactics 7Ps – Product, Price, Place, Promotion, People, Process & Physical evidence
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Implementation  How might we get there?  Implementing the decision
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Focuses on actions: who is responsible for various activities, how the strategy should
be carried out, where thing will happen & when action will take place
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SWOT analysis can be carried out by product, by segment of the market and overall
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Premium Brand (Porsche)
Competitive Positioning
Go for growth or get out of market
Budgeting, structuring etc

Day-to-day tactical marketing
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Communicating with customers
Supporting the sales team
Develop, deliver eye-catching, creative
Activity Reporting

Ansoff growth matrix numbers relate to risk e
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diversification is 16 times more risky than
market penetration

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