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Ch1 Defining Marketing in the New Reality

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Ch1 Defining Marketing in the New Reality

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VCoach Bong De Ungria

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The document discusses the evolving landscape of 21st century marketing, emphasizing its critical role in business survival and growth. It outlines key concepts, such as the importance of marketing for all entities, the necessity for holistic strategies, and the need for companies to adapt to increased competition and consumer power. Additionally, it highlights the requirement for marketing to accomplish eight essential tasks to remain effective. - View online for free

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Ch 2 Developing Marketing Strategies and Plans

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Ch 2 Developing Marketing Strategies and Plans

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LDoT Rio Alair

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Ch 2 Developing Marketing Strategies and Plans COSLA Report

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To understand marketing management, we need to understand how to develop marketing strategies and plans. This video will use examples in explaining the concepts.

1. 1. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ Chapter 2: Developing Marketing Strategies and Plan Porters Generic Strategies and 4 Planning Activities (Assessing Growth Opportunities)

2. 2. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ PORTER'S GENERIC STRATEGIES 1. Overall Cost Leadership 2. Differentiation 3. Focus

3. 3. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 1. Overall Cost Leadership #PriceBuster #TapatSayo #WalkInAndBuy #MabisaNaMatipidPa Miniso The Generics Pharmacy

4. 4. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 2. Differentiation #UnliRice #Kamayan Mang Inasal Rohm Semiconductor #HighSpeed #LongerProductLife

5. 5. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 3. Focus Foton #BusinessMobility #EmpowerBusiness Healthy Options #AllNatural #OurChoicesDefineOurFuture

6. 6. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ FOUR (4) PLANNING ACTIVITIES: 1. Defining the corporate mission 2. Establishing strategic business units 3. Assigning resources to each strategic business unit 4. Assessing growth opportunities

7. 7. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 1. Defining the corporate mission Rohm Semiconductor #QualityTopPriority #SharedPurpose

8. 8. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 2. Establishing strategic business units Rohm Semiconductor #SBUForCustomerNeeds #SeparateButAlignedStrategies

9. 9. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 3. Assigning resources to each strategic business unit Rohm Semiconductor #CompetitiveAdvantage #StrategicLocation

10. 10. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 4. Assessing growth opportunities Rohm Semiconductor #AutomotiveSemicon #IndustrialSemicon

11. 11. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ ASSESSING GROWTH OPPORTUNITIES: 4.1. Intensive growth 4.2. Integrative growth 4.3. Diversification growth - Related - Unrelated - Market Penetration - Market Development - Product Development - Vertical (Backward & Forward) - Horizontal

12. 12. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 4.1. Intensive growth Market Penetration - Under Armour Market Development - Grab Product Dev't - Nissan Leaf

13. 13. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 4.2. Integrative growth Backward Integration - Starbucks Horizontal Integration - Facebook + Instagram

14. 14. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ 4.1. Diversification growth Unrelated - Ayala Related - Jollibee Foods

15. 15. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ Chapter 2: Developing Marketing Strategies and Plan Porters Generic Strategies: overall cost leadership, differentiation, and focus 4 Planning Activities: defining corporate mission, establishing strategic business units, assigning resources to each strategic business unit, and assessing growth opportunities Assessing Growth Opportunities: intensive, integrative or diversification

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Ch 2 Developing Marketing Strategies and Plans COSLA Report

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Published on To understand marketing management, we need to understand how to develop marketing strategies and plans. This video will use examples in explaining the concepts. 1. Ch 2 Developing Marketing Strategies and Plans - Presented by Rio Alair of V83 https://www.linkedin.com/in/rio-alair/ Chapter 2: Developing Marketing Strategies and Plan Porters Generic Strategies and 4 Planning Activities (Assessing Growth Opportunities) 2.

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Chapter 13 Setting Product Strategy #Rods Mondragon

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Chapter 13 Setting Product Strategy #Rods Mondragon

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eDirect Rodel Esguerra

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Hello. Today I will be tackling about Analyzing business markets. A subset of the module on crafting positioning Strategy. This is Rodel Esguerra, a V83, Marketing Management student from the Ateneo Graduate School of Business. Today we will focus on understanding organizational buying or the business to business transactions

The contents of the presentation focuses on three major concepts

Firstly is How the Business Marketers Contrast Sharply with Consumer Markets

Secondly we will tackle about the steps of the business buying Decision process

And lastly we will learn that major purchases typically require input from carious parts of the organization

Before we move forward. First things first. Kotler said that the Business market consists of all the organizations that acquire goods and services used in the production of other products or services that are sold, rented, or supplied to others. Any firm that supplies components for products is in the business-to-business marketplace.

As an example allow me to market our business. We are Don Poji's Surplus Shop and we sell all kinds of surplus household furniture's, apparels, and luxury items. We acquire these products from various supplier of surplus containers from Japan, Australia and UK. Some times choosing which container to buy takes weeks to be decided.

Business marketers contrast sharply with consumer markets in some ways

Close supplier-customer relationships.
Professional purchasing
Multiple buying influences
Geographically concentrated buyers.
Direct purchasing.

But for the purpose of this presentation we will only site 4 and give example on each of it.

The business marketer normally deals with far fewer and much larger buyers than the consumer
marketer does, particularly in such industries as aircraft engines and defense weapons. In our local business market. The biggest customers of dressed chickens are not the wet markets but all the fastfoods selling chicken products. KFC Philippines alone cooks around 70,000 kilos of chickens everyday. It has the smallest demand among these four brands

The demand for business goods is ultimately derived from the demand for consumer goods. For this
reason, the business marketer must closely monitor the buying patterns of end users. Lets take for example the most recent demand generator that we experienced. Covid 19! Before, more than 80% of the usage of surgical masks is contributed by the medical industry, however because of Covid 19, everyone was forced to used it ramping the demand beyond imagination. As a result the demand for non woven fabrics to make those masks also skyrocketed.

The total demand for many business goods and services is inelastic-that is, not much affected by
price changes. Do you think Shoe manufacturers are going to buy much more leather if the price of leather falls, nor less if the price rises unless they find satisfactory substitutes. Demand is especially inelastic in the short run because businesses
cannot make quick changes in production methods. Demand is also inelastic for business goods that represent a small
percentage of the item's total cost, such as shoelaces. Applying it to personal experience. You will still buy Fuel for your car even if the price goes up and will not and can not buy much beyond your cars capacity if the price goes down.

The demand for business goods and services tends to be more volatile than the demand for
consumer goods and services. A given percentage increase in consumer demand can lead to a much larger percentage
increase in the demand for plant and equipment. Demand for plant and equipment is more volatile because it reflects the
normal year-to-year replacement demand as well as the need to satisfy increased or decreased consumer demand.
Economists refer to this as the acceleration effect. Sometimes a rise of only 10 percent in consumer demand can cause
as much as a 200 percent rise in business demand for products in the next period; a 10 percent fall in consumer demand
may cause a complete collapse in business demand as replacement needs drop considerably. In summary, Small changes in the consumer demands equals big results to the business demand.

Buying is not an event but a process.

Before anything is bought, most buyers need to be made aware of the problem It could be like a machine breakdown or someone recognizes an opportunity that can be captured by
acquiring the product.

Once a need is recognized, the buying group defines what is needed. Questions on the extent of the problem and alternatives that can solve the problems are discussed.

The next is product specifications. This is particularly important because it often determines how the contract is structured and the specific wording that it uses.

Then the supplier search commences, in established businesses, often only preferred or accredited vendors are considered.

Proposals are presented in detail often by a team of technical experts, users, and purchasing agents. Successful proposals determine the supplier.

At this point price is not the only thing that matters. Quantities, Delivery times, level of sevirce, warranties, payment schedules and other things are discussed.

Once the supplier is selected, the order routine are established.

Lastly a performance review. Did the supplier meet delivery time, product specs, etc. This review will determine what type of transaction will happen the next time, whether it's a straight or modified rebuy.

1. Initiators-Users or others in the organization who request that something be purchased. They perceive the problems and initiate the buying process

2. Users-Those who will use the product or service. In many cases, the users initiate the buying proposal and help define the product requirements.

3. Influencers-People who influence the buying decision, often by helping define specifications and providing
information for evaluating alternatives. Technical people are particularly important influencers.

4. Deciders-People who decide on product requirements or on suppliers. make the decision, whether or not they have formal authority to do so, i.e. owner who just does it administratively

5. Approvers-People who authorize the proposed actions of deciders or buyers.

6. Buyers-People who have formal authority to select the supplier and arrange the purchase terms. Buyers may help shape product specifications, but they play their major role in selecting vendors and negotiating. In more complex purchases, buyers might include high-level managers.

7. Gatekeepers-control the information to be reviewed by the members of the buying group. They have the power to prevent sellers or information from reaching members of the buying center. For example, purchasing agents, receptionists, and telephone operators may prevent salespersons from contacting users or deciders.

In summary:

Compared with consumer markets, business markets generally have fewer and larger buyers, a closer customer supplier relationship, and more geographically concentrated buyers. Demand in the business market is derived from demand in the consumer market and fluctuates with the business cycle. Nonetheless, the total demand for many business goods and services is quite price inelastic. Business marketers need to be aware of the role of professional purchasers and their influencers, the need for multiple sales calls, and the importance of direct purchasing, reciprocity, and leasing.

The buying process consists of eight stages called buyphases: (1) problem recognition, (2) general need description,(3) product specification, (4) supplier search,(5) proposal solicitation, (6) supplier selection, (7) order routine specification, and (8) performance review.

And Lastsly The buying center is the decision-making unit of a buying organization. It consists of initiators, users, influencers,
deciders, approvers, buyers, and gatekeepers.

Again This is Rodel Esguerra, a V83, Marketing Management student from the Ateneo Graduate School of Business.
Should you have questions regarding my presentation please connect with me through the linkedin link under every slides of this presentation. Thank you.

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Hello. Today I will be tackling about Analyzing business markets. A subset of the module on crafting positioning Strategy. This is Rodel Esguerra, a V83, Marketing Management student from the Ateneo Graduate School of Business.

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Ch 16 Developing Pricing Strategies and Programs Ripples Sherwin Ng 

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Ch 16 Developing Pricing Strategies and Programs Ripples Sherwin Ng 

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Ch16 Developing Pricing Strategies and Programs Sherwin Ng v83

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Ch 16 Developing Pricing Strategies and Programs

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COSLA 2 on Ch16 Pricing Examples under Prof VCoach of AGSB

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I VaLUE  : Lyn De Guzman

https://youtu.be/a3hDaQ4Yq9g

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I VaLUE : Lyn De Guzman

https://www.slideshare.net/secret/1yRmCn7XdpVgi2

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Ch9 Identifying Market Segments and Targets

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Ch9 Identifying Market Segments and Targets

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Formulator Ethel Gatbonton
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Ch1 on slideshare https://www.slideshare.net/secret/1LHO9zoFiKQllf

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Mobilizer Nina Lim

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Chapter 10 Crafting the Brand Positioning

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Marketing Management
Class v83
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1. 1. https://www.linkedin.com/in/nina-zyril-lim/ CHAPTER 10 Crafting Nina Zyril N. Lim

2. 2. https://www.linkedin.com/in/nina-zyril-lim/ 1. Valuable Target Market/Relevant Competition. 2. Appropriate Points-of-Parity and Points- of-difference. 3. Powerful Brand Mantra Creation. 4. Professional/Personal Application

3. 3. https://www.linkedin.com/in/nina-zyril-lim/ Positioning isthe act of designinga company's offering and image tooccupy a distinctiveplace in the minds ofthe target market.

4. 4. https://www.linkedin.com/in/nina-zyril-lim/ (baked products and ready to eat products) Middle class family and working force Wide variety of fresh Baked products and pinoy Deliline available in their extensive store locations at affordable price ₱

5. 5. https://www.linkedin.com/in/nina-zyril-lim/ Choosing a vs vs Through...

6. 6. https://www.linkedin.com/in/nina-zyril-lim/ #OPTIMAL Points-of-parity Points-of-difference

7. 7. https://www.linkedin.com/in/nina-zyril-lim/ Attributes that are not necessarily unique to the brand Attributes that are shared with other brands Types - competitive, Correlational and category

8. 8. https://www.linkedin.com/in/nina-zyril-lim/ Attributes or benefits that customers strongly associate with a brand Positively evaluated Belief that they cannot find to the same extent with a competitive brand

9. 9. https://www.linkedin.com/in/nina-zyril-lim/

10. 10. https://www.linkedin.com/in/nina-zyril-lim/ Points of Differences Points of Parity Product variety -Hot and Cold -Coffee and tea Blends Product Pricing ₱435 for 16 pods ₱27.18/pod -Most affordable Availability -nationwide in various retail outlets -online Product variety -Hot -Coffee Blends Product Pricing ₱499 for 10 pods ₱49.9/pod -Most expensive Availability - Nespresso boutiques -online Product variety -Hot -Coffee and tea Blends Product Pricing ₱350 for 10 pods ₱35/pod - mid-range Availability - The coffee bean & tea Leaf outlets -online - Convenience - Product characteristics - Quality coffee - Advertising platforms

11. 11. POINTS OF DIFFERENCES * Powerful in terms of online distribution * Design oriented * Powerful in terms of communication * Powerful in retail stores * Quality oriented * Sony is a reader than a media device POINTS OF PARITY 1. Communication tools 2. E-book content 3. Online and retail distribution https://www.linkedin.com/in/nina-zyril-lim/

12. 12. https://www.linkedin.com/in/nina-zyril-lim/ "Brand Mantra" An articulation of the and of the brand.

13. 13. Brand mantras must economically Communicate what a brand is https://www.linkedin.com/in/nina-zyril-lim/

14. 14. https://www.linkedin.com/in/nina-zyril-lim/

15. 15. https://www.linkedin.com/in/nina-zyril-lim/

16. 16. 1. Choosing a frame of reference by identifying the target market and relevant competition 2. Identifying the optimal points-of-parity and points-of-difference brand associations given that frame of reference 3. Creating a brand mantra summarizing the positioning and essence of the brand 4. Brand positioning bull's eye - one helpful schematic Marketers used to communicate their brand positioning strategy https://www.linkedin.com/in/nina-zyril-lim/

17. 17. https://www.linkedin.com/in/nina-zyril-lim/ CHAPTER 10 Crafting Nina Zyril N. Lim

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Successfully reported this slideshow. Published on Marketing Management Class v83 AGSB 1. https://www.linkedin.com/in/nina-zyril-lim/ CHAPTER 10 Crafting Nina Zyril N. Lim 2. https://www.linkedin.com/in/nina-zyril-lim/ 1. Valuable Target Market/Relevant Competition. 2. Appropriate Points-of-Parity and Points- of-difference. 3. Powerful Brand Mantra Creation. 4. Professional/Personal Application 3.

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#MarketingManagement #IMC #COSLA #V83 #VCoach #AGSB

1. 1. https://www.linkedin.com/in/ryanjerardnazareno/ Communicating Value DESIGNING and MANAGING INTEGRATED MARKETING COMMUNICATIONS Ryan Jerard Nazareno V83 Marketing Management Ateneo Graduate School of Business

2. 2. https://www.linkedin.com/in/ryanjerardnazareno/ 1. Consists of eight modes of communication Outline: INTEGRATED MARKETING COMMUNICATIONS... 2. Begins with fundamental elements of communications process 3. Starts from identifying audience to managing IMC

3. 3. https://www.linkedin.com/in/ryanjerardnazareno/ 1a. What is the marketing communications mix? It has eight modes of communication Marketing Communications Mix Advertising Sales Promotion Events and Experiences PR and Publicity Online and Social Media Marketing Mobile Marketing Direct and Database Marketing Personal Selling

4. 4. https://www.linkedin.com/in/ryanjerardnazareno/ 1b. Local Application Cebuana Lhuillier's Re-Meet TVC Filipino Worker Cebuana Lhuillier as remittance center

5. 5. https://www.linkedin.com/in/ryanjerardnazareno/ 1b. Local Application Cebuana Lhuillier's Re-Meet TVC BASTA PERA, ipa-CEBUANA!

6. 6. https://www.linkedin.com/in/ryanjerardnazareno/ 1b. Local Application Cebuana Lhuillier's Re-Meet TVC The Albarido Sisters

7. 7. https://www.linkedin.com/in/ryanjerardnazareno/ 1b. Local Application Cebuana Lhuillier's Re-Meet TVC

8. 8. https://www.linkedin.com/in/ryanjerardnazareno/ 1b. Local Application Cebuana Lhuillier's Re-Meet TVC

9. 9. https://www.linkedin.com/in/ryanjerardnazareno/ 2a. How do marketing communications work? It is learning the communications process

10. 10. https://www.linkedin.com/in/ryanjerardnazareno/ 2b. Local Application Advertising Pitch

11. 11. https://www.linkedin.com/in/ryanjerardnazareno/ 2b. Local Application Advertising Pitch

12. 12. https://www.linkedin.com/in/ryanjerardnazareno/ 2b. Local Application Advertising Pitch For C Market For B Market For A Market

13. 13. https://www.linkedin.com/in/ryanjerardnazareno/ 2b. Local Application Advertising Pitch 4. THE PITCH INTRODUCTION 5. THE PRESENTATION PROPER 1. CLIENT BRIEFING 2. AGENCY DEBRIEFING 3. PREPARATION AND PRACTICE

14. 14. https://www.linkedin.com/in/ryanjerardnazareno/ 2b. Local Application Advertising Pitch 9. ANNOUNCEMENT OF THE WINNING PITCH 6. THE BUDGET TALK 7. THE MEMORABLE CLOSING 8. CLIENT FEEDBACK

15. 15. https://www.linkedin.com/in/ryanjerardnazareno/ 2b. Local Application Advertising Pitch The brand personality of each Filinvest project

16. 16. https://www.linkedin.com/in/ryanjerardnazareno/ 3a. What are the major steps in developing effective communications? It starts from identifying audience to managing IMC

17. 17. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application World Chocolate Fair (WCF)

18. 18. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's Target Audience Chocolate Lovers as our target audience

19. 19. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's Objectives Brand awareness and brand purchase intention

20. 20. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's Communications * Message Strategy: Celebrate your love for chocolates * Message Sources: S Maison and Auro Chocolate * Creative Strategy: Transformational appeal

21. 21. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's Channels Events and Experiences at S Maison

22. 22. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application Advertising Efforts PR for World Chocolate Fair WCF's Channels

23. 23. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's Budget

24. 24. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's Communications Mix Advertising Events and Experiences

25. 25. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's Communications Mix PR and Publicity Online and Social Media Marketing

26. 26. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's EVENT RESULTS 136% INCREASED FOOT TRAFFIC vs. July 2018 25% INCREASED MALL SALES vs. July 2018

27. 27. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application WCF's IMC MANAGEMENT Marketing, Events, PR, Advertising and Digital Team Marketing, Events, and Digital Team

28. 28. https://www.linkedin.com/in/ryanjerardnazareno/ 3b. Local Application World Chocolate Fair

29. 29. https://www.linkedin.com/in/ryanjerardnazareno/ 1. Consists of eight modes of communication Summary: INTEGRATED MARKETING COMMUNICATIONS... 2. Begins with fundamental elements of communications process 3. Starts from identifying audience to managing IMC

30. 30. https://www.linkedin.com/in/ryanjerardnazareno/ Communicating Value DESIGNING and MANAGING INTEGRATED MARKETING COMMUNICATIONS Ryan Jerard Nazareno V83 Marketing Management Ateneo Graduate School of Business

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Ch 18. Managing Mass Communications -  YOUTUBE

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Ch 18. Managing Mass Communications -  YOUTUBE

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Ch.18 Managing Mass Communications - SLIDESHARE

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The focus of the discussion is Advertising

1. 1. Managing Mass Communications: ADVERTISING, sales, promotions, events and experiences, and public relations. MARCY SANTOS ||v83 Marketing Management

2. 2. OUTLINE PRESENTATION WHAT IS ADVERTISING? HOW DO I ADVERTISE? Now it's time to look at advertising objectives! Advertising is all around us! Let's check all its mediums. WHERE CAN I ADVERTISE? OK, SO HOW DOES THIS APPLY TO MY LIFE? Excited to learn advertising concepts!

3. 3. ADVERTISING is a way to disseminate messages, whether to BUILD A BRAND PREFERENCE or EDUCATE PEOPLE $603M = P29B is spent on PH digital advertising (2019) $87.79M=P4.2B Is spent on social media ads (2020) 54.20M Filipinos can be reached by advertisements in YOUTUBE Data source: https://datareportal.com/reports/digital-2021-philippines

4. 4. GUIDE MAP Developing Advertising Program MISSION MONEY MESSAGE MEDIA MEASUREMENT

5. 5. INFORMATIVE Brand Awareness + Product Knowledge REMINDER Repeat Purchase PERSUASIVE Liking, Preference, Purchase REINFORCEMENT "You made the RIGHT choice!" ADVERTISING OBJECTIVE is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

6. 6. MESSAGE "What should the ad campaign say?"

7. 7. Major Media Types NEWSPAPER BROCHURE NEWSLETTER RADIO YELLOW PAGES OUTDOOR DIRECT MAIL TELEVISION MAGAZINE

8. 8. "What media should we use?" MEDIA

9. 9. "How should we evaluate the result?"

10. 10. NOW WHAT? How can I apply this in my HR profession?

11. 11. HR Organization Development As an Organization Development practitioner, my major responsibilities are : * Job and Organization Design * Change Management * Talent Management HI, IM MARCY

12. 12. COMMUNICATION Efficient and effective communication is one of the keys to a successful change management program! Change Management ADVERTISEMENT

13. 13. CHANGE MANAGEMENT COMMUNICATION ADVERTISEMENT * Cascade information * Get commitment from involved employees * Easy adaptation to changes * Program continuity PURPOSE * Informative * Persuasive * Reminder * Reinforcement PURPOSE

14. 14. GUIDE MAP For Change Management Communications MISSION Objective of the HR program MONEY Overall budget of the program MESSAGE Tailor-fit to the recipient of message MEDIA Identify strategic location for the placement of message MEASUREMENT Accuracy, Timeliness and Response of employees to the recent changes

15. 15. "ADVERTISEMENTS" in our office PROJECT PHASE TARGET AUDIENCE GOAL MESSAGE/ CONTENT MATERIAL MEDIUM/ CHANNEL FREQUENCY Assessment & Design Employees Introduce Project Swift What, Why, How Letter from the President/CEO Email, GTBP FB Page, Bulletin Board One time (launch of project) Assessment & Design Employees Engage employees on the project High level project overview * Primer and FAQs * Introduction of Project Team Email, Bulletin Board One time Assessment & Design SGMs/ GMs/ HRDs * Program buy-in * Local program sponsor High level project overview Presentation deck Online Meeting One time Assessment & Design Project Swift PAT (Pepsi Action Team) Onboard PAT on the project High level project overview and timelines Presentation deck Online Meeting One time Detailed Design and Change Management Project Swift PAT (Pepsi Action Team) Alignment for faster decision-making and resolution Project milestone, timelines, and challenges (current and foreseen) Presentation deck Online Meeting Twice a month Detailed Design and Change Management All Employees Maintain project engagement High level project milestone Infographics Email, GTBP FB Page, Bulletin Board Twice a month Full Implementation SGMs/ GMs/ HRDs Guide/Support employees during transition High level implementation activities Presentation deck Online Meeting One time Full Implementation Project Swift PAT (Pepsi Action Team) Discuss and align on implementation strategy Full implementation strategies Presentation deck Online Meeting One time Full Implementation All Employees Cascade new structure, policies, positions, etc New systems, policies, and structures. Presentation deck Meeting led by Local Mancom One time Full Implementation All Employees Cascade new structure, policies, positions, etc New systems, policies, and structures. Project milestone overview Memorandum, Policies Cascade, Learning Session One time STRATEGY TIMELINES

16. 16. * Use the 5Ms as guide in developing your advertisement * Know your main objective & medium in your advertisement * Advertisements have many uses- even in HR! * Advertisement is EVERYWHERE! Summary

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Published on The focus of the discussion is Advertising 1. Managing Mass Communications: ADVERTISING, sales, promotions, events and experiences, and public relations. MARCY SANTOS ||v83 Marketing Management 2. OUTLINE PRESENTATION WHAT IS ADVERTISING? HOW DO I ADVERTISE? Now it's time to look at advertising objectives! Advertising is all around us!

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Chapter 12: Addressing Competition and Driving Growth

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Chapter 12: Addressing Competition and Driving Growth

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Business Connector: Bella McPhee

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Chapter 12: Addressing Competition and Driving Growth

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, Sales and Marketing Manager at PacificTech Solutions

Published on

Marketing Management
Class v83
AGSB

1. 1. CHAPTER 12: Addressing Competition and Driving Growth linkedin.com/in/florabel-maquiraya-mcphee

2. 2. OUTLINE I. GROWTH Growing the Core: Main Strategies | The Hypothetical Market Structure II. COMPETITIVE STRATEGIES FOR MARKET LEADERS Expanding Total Market Demand | Protect Market Share | Increase Market Share III. OTHER COMPETITIVE STRATEGIES Market Challenger | Market Follower | Market Nicher linkedin.com/in/florabel-maquiraya-mcphee

3. 3. I. GROWTH Growth is essential for the success of any firm. Thus, to be a long-term market leader is the goal of any marketer. linkedin.com/in/florabel-maquiraya-mcphee

4. 4. GROWING THE CORE: MAIN STRATEGIES 1. Make the core of the brand as 2. Drive 3. Offer the core product in linkedin.com/in/florabel-maquiraya-mcphee possible existing and new channels. through both

5. 5. THE MARKET LEADER THE MARKET CHALLENGER THE MARKET FOLLOWER THE MARKET NICHER linkedin.com/in/florabel-maquiraya-mcphee THE HYPOTHETICAL MARKET STRUCTURE

6. 6. II. COMPETITIVE STRATEGIES FOR MARKET LEADERS linkedin.com/in/florabel-maquiraya-mcphee

7. 7. A. EXPANDING TOTAL MARKET DEMAND Market-Penetration Strategy New-Market Segment Strategy Geographical-Expansion Strategy NEW CUSTOMERS Additional Opportunities to Use the Brand New Ways to Use the Brand MORE USAGE linkedin.com/in/florabel-maquiraya-mcphee

8. 8. linkedin.com/in/florabel-maquiraya-mcphee

9. 9. B. PROTECT MARKET SHARE Responsive Marketing Anticipative Marketing Creative Marketing PROACTIVE MARKETING linkedin.com/in/florabel-maquiraya-mcphee

10. 10. linkedin.com/in/florabel-maquiraya-mcphee

11. 11. B. PROTECT MARKET SHARE DEFENSIVE MARKETING Position Defense Flank Defense Preemptive Defense Counteroffensive Defense Mobile Defense Contraction Defense linkedin.com/in/florabel-maquiraya-mcphee

12. 12. linkedin.com/in/florabel-maquiraya-mcphee

13. 13. C. INCREASE MARKET SHARE FACTORS TO CONSIDER 1. Possibility of Antitrust Action 2. Economic Cost 3. Dangers of Wrong Marketing Activities 4. Effect on Actual and Perceived Quality linkedin.com/in/florabel-maquiraya-mcphee

14. 14. linkedin.com/in/florabel-maquiraya-mcphee

15. 15. III. OTHER COMPETITIVE STRATEGIES linkedin.com/in/florabel-maquiraya-mcphee

16. 16. A. MARKET-CHALLENGER STRATEGIES Attack the Market Leader Attack similar firms that are not doing the job and are underfinanced Attack small local and regional firms Attack the status quo DEFINE THE STRATEGIC OBJECTIVE AND OPPONENT(S) linkedin.com/in/florabel-maquiraya-mcphee

17. 17. A. MARKET-CHALLENGER STRATEGIES CHOOSE A GENERAL ATTACK STRATEGY Market Challenger (1) Frontal Attack Market Leader (3) Encirclement Attack (5) Guerilla Attacks (2) Flank Attack (4) Bypass Attack Strategic Objective Copyri ght © 2016 Pearson Educati on, Inc. linkedin.com/in/florabel-maquiraya-mcphee

18. 18. linkedin.com/in/florabel-maquiraya-mcphee

19. 19. B. MARKET-FOLLOWER STRATEGIES A strategy of product imitation might be as profitable as a strategy of product innovation. - Theodore Levitt CLONER IMITATOR ADAPTER linkedin.com/in/florabel-maquiraya-mcphee

20. 20. linkedin.com/in/florabel-maquiraya-mcphee VS

21. 21. C. MARKET-NICHER STRATEGIES BE A LEADER IN A SMALL MARKET THROUGH MULTIPLE NICHING Create Niches Expand Niches Protect Niches linkedin.com/in/florabel-maquiraya-mcphee

22. 22. linkedin.com/in/florabel-maquiraya-mcphee

23. 23. KEY TAKEAWAYS 1. Growing the core is often a prudent way to increase sales and profits . 2. To remain dominant, a market leader looks to expand total demand and protect and perhaps increase its current share. 3. A market challenger attacks the market leader and other competitors in an aggressive bid for more market share. 4. A market follower is a runner-up firm willing to maintain its market share and not rock the boat. 5. A market nicher serves small market segments ignored by larger firms. The key is specialization, which can command a premium price in the process. 6. Companies should maintain a good balance of consumer and competitor monitoring. linkedin.com/in/florabel-maquiraya-mcphee

24. 24. REFERENCE Keller, K. & Kotler, P. (2016). Marketing management. Uttar Pradesh, India: Pearson India Education Services Pvt. Ltd. linkedin.com/in/florabel-maquiraya-mcphee

25. 25. linkedin.com/in/florabel-maquiraya-mcphee

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