Download - Marketing Management Proposed Outline
Marketing ManagementProposed Outline
Learning Objectives
Company Profile
Description of Product (if product analysis)
SWOT
Opportunities• Trends towards
healthy living (evidenced by the success of C2 green tea)
• Current green tea craze
• Economic growth in the Philippines is steadily increasing
• Warm tropical climate
Threats
•Big number of competitors
•The fast turnover of “fads” once a new product comes along
Strategic Direction• Serenitea has a lot of products
and are constanly developing new ones, basically the sheer number of choices and combinations are what makes it very successful among the youth
• Also the nature of the product (milk tea) will only be appealing to a certain age group – the school age group and young adults
• Therefore the group decided to penetrate the existing market with the existing products
Goals• To be the first choice
of drinks among the youth
• To increase profit through brand advertising and publicity
• To increase promotions• To obtain customer
loyalty
Objectives• Create advertisements and
billboards which will target the youth (facebook, twitter, TV)
• Tie ups with credit card companies (BDO, Citibank, etc)
• Create promos in Groupon / cash cash pinoy
• Develop a Loyalty card/ a planner/ merchandise
• Place stores near schools, parks and hip places where the youth gather
Market Research
Market Position and Competitive Study
Target Market
•Segmentation
Consumer Insighting
Branding
•Brand DNA•Brand Positioning
Value Proposition
One Sentence Positioning Statement
•For___________________ who• (PTM demographic) __________________ (PTM psychographic)
•_____________ is the ____________________• (brand) (competitive
category) •that
provides/makes/gives/offers/brings/etc. ___________________________
(distinct benefit)
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Another Example For upper middle-class men who demand the most of themselves, Boardroom is the fitness center that provides personal trainers who bring the most vigorous work-outs directly to office or home
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Pricing
Placing and Distribution
Communication Strategies (IMC)
Other Important Moves (Optional)•Service Marketing•Global Marketing•Marketing Warfare•Blue Ocean
Reflections
Session 12
• Special Topics▫Service Marketing▫Global Marketing▫Marketing Warfare▫Blue Ocean
Session 14
•Research Presentation
Session 15
•Executive Session – Marketing Forum
