Strategic

Marketing
& PLANNING

Samin Ahmad
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SM & P - Course requirement
1. Textbook
Strategic Marketing 9th edition
David W Cravens , Nigel F Piercy

2. Membership of

StrategicMarketing_SA

Read the course advice.

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Advice
• Case studies

• Analysis

• Ethics
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 Ethical Marketing
The Golden Act in a way that you would want others
Rule to act toward you

The Take only actions that would be

viewed as proper by an objective
Professional panel of your professional
Ethics colleagues

“Would l feel comfortable

The TV test explaining this action on
television to the general public?”
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Ethical Marketing

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 Ethical Marketing
As Marketers, we must:
• Do no harm. This means consciously avoiding harmful actions or
omissions by embodying high ethical standards and adhering to all applicable laws and
regulations in the choices we make.

• Foster trust in the marketing system. This means

striving for good faith and fair dealing so as to contribute toward the efficacy of the
exchange process as well as avoiding deception in product design, pricing,
communication, and delivery of distribution.

• Embrace ethical values. This means building relationships and

enhancing consumer confidence in the integrity of marketing by affirming these core
values: honesty, responsibility, fairness, respect, transparency and citizenship.  
 Ethical Values
1. Honesty – to be forthright in dealings with customers and
stakeholders. 
2. Responsibility – to accept the consequences of our marketing
decisions and strategies. 
3. Fairness – to balance justly the needs of the buyer with the
interests of the seller. 

4. Respect – to acknowledge the basic human dignity of all

stakeholders. 
5. Transparency – to create a spirit of openness in marketing
operations.

6. Citizenship – to fulfill the economic, legal, philanthropic and

societal responsibilities that serve stakeholders
STRATEGIC
MARKETING

What’s the difference ?

 PRINCIPLES OF MARKETING

 MANAGEMENT OF MARKETING

STRATEGIC MARKETING
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What is MARKETING ?
MARKETING is
1. Creating Value For The Target Customers
Value Is Created By Anticipating The Future Needs And Wants
Of The Target Market, And Meeting These Needs.

2. Deliver Value To The Target Market

3. Communicate That Value To The Target

4. Capture A Portion Of That Value By Pricing

 MARKETING IS……
THE ART OF CREATING
GENUINE CUSTOMER VALUE.

MARKETING IS NOT…..
FINDING CLEVER WAYS TO SELL WHAT
YOU MAKE
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The plan for
1. Creating Value
2. Delivering that Value
3. Communicating That Value
4. Capturing A Portion Of That Value
Is called

Marketing Strategy
Marketing Strategy consists of 2
major activities

1. Selecting the target market and

positioning the product (STP)

2. Making a plan of activities to achieve this

positioning
The Marketing Process Starts With
Customer Company’s Partners Competitors Environment
Needs Skills

Segmentation Targeting Positioning

PACK PRICE
The 6 Ps
PROPOSITION PRODUCT PROMOTION PLACE
What Is Marketers Job ?
I. Drive The Business Strategy
II. Research New Opportunities
III. Get New Consumer INSIGHTS
IV. Do S.T.P. Segmentation, Targeting ,Positioning

V. Apply The ”6 Ps” , Making Sure They Are Consistent

With A) Each Other & B) STP Strategy

VI. Implement The Marketing Plan

VII. Measure & Monitor Results
MARKETING

UNLESS A BUSINESS HAS

A UNIQUE ADVANTAGE
OVER ITS COMPETITORS ,
IT SHOULD NOT EXIST
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What is STRATEGY ?
STRATEGY is a plan of action to achieve a
goal.
Tactics are the conduct of engagements

STRATEGY is concerned with linking all

such Tactics
MARKETING

•IF YOU HAVE THE SAME STRATEGY AS YOUR COMPETITOR…

YOU HAVE NO STRATEGY
•IF YOUR STRATEGY CAN BE EASILY COPIED…
YOU HAVE A WEAK STRATEGY

•IF
YOUR STRATEGY IS UNIQUE…..
YOU HAVE A STRONG AND SUTAINABLE BUSINESS
IKEA
SOUTHERN AIRLINES
NIRALA SWEETS
HARLEY DAVIDSON 17
MARKETING
IF YOUR STRATEGY IS UNIQUE YOU
HAVE

1. A CLEAR TARGET MARKET & NEED

2. A DISTINCTIVE & WINNING VALUE PROPOSITION

3. A DISTINCTIVE SUPPLY-CHAIN TO DELIVER IT.

4. YOUR COSTS ARE LOW
5. YOU CAN CHARGE PREMIUM PRICE
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MARKETING

IF YOU WANT TO DEVELOP A UNIQUE STRATEGY

WORK HARD TO FIND OUT WHAT THE TARGET

CONSUMERS LIKE AND then DELIVER IT.

GOOD MARKETING STRATEGY

COMES FROM

the MARKETPLACE 19
MARKERS OF BAD STRATEGY…..
 RELIANCE ON YESTERDAY’S IDEAS

 MARKETING SHORT-CUTS, PRICE WARS

DISCOUNT SCHEMES

 NO CLEAR VISION

 ACQUISITIONS ?

 MIDDLE-OF-THE-ROAD STRATEGY

 OVER EMPHASIS ON TACTICS

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MARKETING

Strategy has to be market driven… as the

starting point is the consumer and the market
that he is in.

However a balance has to be struck between

marketing goals and financial performance..
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MARKETING

Becoming market oriented requires a

cultural change in the company
Know your customer
Know your market..
And other competitors targeting the same
customers / market
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 Aaker ‘s Marketing Strategy Model
Product-Market Investment Decision
WHERE TO COMPETE ?

Business Strategy

HOW TO COMPETE ?
Value Assets & Functional are
Proposition Competencies Strategie
 MARKETING ?
Marketing Strategy helps Management to:

 Create a Business Strategy

 Change a Business strategy

 Retain a Business Strategy
 Create a Strategic Vision
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 MARKETING ?
1. Marketing is the primary driver of
Management/Business strategy

Marketing groups understands the

o Customers
o Competitors
o Markets
o Environmental Forces
o Trends
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 MARKETING ?
2. Marketing is the OWNER of THE
Customer Value Proposition

Marketing is the
voice of the consumer
in the Business strategy
development process
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 MARKETING ?
3. Marketing is the Growth Driver
Of the Business

Business growth is dependant

on Consumer & Market
Insights and Marketing is
the custodian of all insights
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STRATEGIC MARKETING CHARACTERISTICS

Successful Companies are :

 Market Oriented
 Have proactive strategies
 Are I.T. Savvy
 Build proper Cultures
 Deliver shareholder value
 Emphasise research

 Allow Marketing to play a key role

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Strategic Marketing Course Objectives :

1. To Develop An Understanding Of The

Strategic Market Planning Process.

2. To Examine The Process Of Strategic

Marketing And Its Relationship To The
Corporate Strategy.
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Strategic Marketing Course Objectives

3. To understand the process of Marketing

Strategy through analysis of Marketing
Cases relating to different areas of
marketing.

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Strategic Marketing Course Objectives

4. To give students an opportunity to develop

their own alternatives to different
strategic marketing issues and relate it to
local environment.

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