Strategic Marketing Planning
Strategic Marketing Planning
Strategic Marketing
Planning
TIP
All planning and
strategies
originate
from it.
Every part of a business plan
derives from the mission.
Mission
Business
Plan
Human Distribution
Marketing Financial
Resources &
Plan Plan
Plan Supply
Step Strategic
Mission Step11 Marketing
Mission Formulate Step
Step33
Statement Formulate Planning
Statement Goal Implement
Implement
Goal Process
Analyze
Analyze
Environment Step
Step22
Environment
(Opportunities,
(Opportunities,
Develop
Develop
Threats)
Threats) Strategy
Strategy
1. Segment the market
2. Select a target market
3. Position your product
SWOT Analyses
Strengths, Weaknesses,
Opportunities, Threats
SWOT analyses
Each SWOT is unique.
Require a clear understanding of
the competition. Elements of
SWOT are framed in comparison
with competitors.
A location is a strength as it
compares with competitors. A threat
occurs within the context of
competitors.
Capability assessment
Strengths (S)
Weaknesses (W)
Strengths or weaknesses of
your organization
The plan to
achieve
marketing goals
and objectives
Analyze Step
Analyze Step44
Resources
Resources Reassess
(Strengths,
Reassess
(Strengths,
Weaknesses)
Weaknesses)
Step Strategic
Mission Step11 Marketing
Mission Formulate Step
Step33
Statement Formulate Planning
Statement Goal Implement
Implement
Goal Process
Analyze
Analyze
Environment
Environment
(Opportunities,
(Opportunities,
Threats)
Threats)
Formulating goals, objectives,
and strategies
Goals: General outcome of anticipated
actions, e.g., “increase company profitability.”
Objectives: Quantify general outcome, e.g.,
“increase ROA by 10% by end of fiscal year.”
Strategy: Plan to achieve goals and
objectives.
How will you segment your market? (Ch.10)
What segments will you target? (Ch.10)
How will you position your product in the
market?
Positioning Pharmaceutical
Services
Goal --
Develop a
clear, distinct,
and valued
image of your
mix in the
minds of
consumers.
Positioning, SWOT, and the
Marketing Mix
Using information from SWOT
analysis,
Select a unique combination of 4 P’s
That meets your customers’ needs and
wants better than your competitors do.
All 4 P’s should act to provide a
consistent and powerful image of your
product or service.
Don’t become a commodity
Commodities are
products in which
consumers can’t
perceive any
difference, e.g.,
gasoline.
They are selected on
the basis of price and
location.
Brands and Branding
A brand is a
name, term,
sign, symbol, or
design that helps
identify a product
TIP
or company. Your personal brand
Branding is your name.
attempts to get
consumers to
assign meaning
to a brand.
Keller, Kevin Lane. “Conceptualizing, Measuring, and Managing
Customer-Based Brand Equity.” Journal of Marketing.
57(January 1993). 1-22. (Adapted)
Brand
Recall
Brand
Awareness
Brand
Recognition
Keller, Kevin Lane. “Conceptualizing, Measuring, and
Managing Customer-Based Brand Equity.” Journal of
Marketing. 57(January 1993). 1-22. (Adapted)
Types of
Brand Associations
Favorability of
Brand Associations
Brand
Image
Strength of
Brand Associations
Uniqueness of
Brand Associations
Customer
Experiences with
the Marketing Mix Brand
•Price Awareness
•Promotion •Recognition
•Place •Recall
•Product
Brand
Brand Image
Equity
Customer •Types of
Experiences from associations
Others •Favorability
•Word-of-mouth •Strength
recommendations •Uniqueness
•Press and other
media coverage
Problems faced by pharmacists in
changing their brand’s image
Problems in implementation:
Insufficient management
commitment
Lack of staff commitment or expertise
Lack of or poor information
Structural contradictions
Overextension
Final Step: Reassess