MGT-519

STRATEGIC MARKETING

AAMER SIDDIQI
LECTURE 01

INTRODUCTION
 INTRODUCTION

• Business Graduate
– MBA 2003, Specialization in Marketing and Management from
Foundation University, Islamabad
– BBA – Honours 2002, Specialization in Marketing from
Foundation University, Islamabad
– Awarded scholarships both MBA and BBA
• Working as Manager in B.L.Harbert International LLC Islamabad
• Senior HR Officer in Pakistan International Airlines
• Customer Services Officer in Albaraka Bank Ltd
• Visiting Faculty

3
 COURSE REQUIREMENTS

• The students enrolling in this course should possess the basic

knowledge of marketing

• As such they should have completed principles/fundamentals of

marketing course
 COURSE DESCRIPTION

• This course is basically designed to prepare the students to prepare

a marketing strategy for a given product drawing from the
knowledge that they have gained from the study of fundamentals of
marketing.
• Analytical skills are developed first to analyze markets, competitors
and macro environment.
• Then synthesis skills are sharpened to develop a marketing program
i.e. product, price, promotion and channel distribution etc.
• Essentially this course enhances marketing management abilities
and develop a managerial attitude in the students.
 COURSE OBJECTIVES

• After studying this course the students should be able to:

• Explain nature of strategic and tactical marketing planning.
• Analyze the internal and external marketing environment and assess
strategic options in the light of environmental analysis.
• Describe the mission, vision and objectives of the company and the
marketing department.
• Analyze customers and competitors as input to the strategy.
• Create marketing strategies pertaining to product, positioning,
diversification, differentiation, pricing, distribution and promotion
• Devise an implementation plan including structure, people, feedback
and control.
 COURSE CONTENTS

• Chapter 1: What is Marketing

• Chapter 2: What can be Marketed

• Chapter 3: Marketing’s role in the business

• Chapter 4: Segmentation, Targeting and Positioning

• Chapter 5: Branding
 COURSE CONTENTS (CONT’D)

• Chapter 6: The Marketing Mix

• Chapter 7: Product Management

• Chapter 8: Integrated Marketing Communications

 STRATEGIC MARKETING

WHAT IS MARKETING
MARKETING: -

“The social process by which individuals and groups obtain what they need
and want through creating and exchanging products and value with
others” — Philip Kotler

“The processes of planning and executing the conception, pricing,

promotion and distribution of ideas, goods and services to create
exchanges that satisfy individual organizational objectives” — American
Marketing Association
• “The management process that identifies, anticipates and satisfies
customer requirements profitably” – The Chartered Institute of
Marketing
THE 3 LEVELS OF MARKETING

LEVEL 1. Marketing a way of doing business.

• Top level of Marketing

• Marketing as a business philosophy

• Marketing today is not a function; it is a way of doing business

• In essence it’s the process by which a company decides what it will

sell, to whom, when & how and then does it!
LEVEL 2. Marketing as Strategy.

• Segmentation – Targeting – Positioning (STP)

– Segmentation: Deciding which customers to target
– Targeting: Which customers to target
– Positioning: Deciding what messages you want the Target to
associate with the product
• Branding: central aspect to brand – Name
– Image or perception. Link between attributes customers
associate with a brand and how the brand owner wants the
consumer to perceive the brand

– Effective brand names build a connection between the brand’s

personality as it is perceived by the target audience and the
actual product/service
LEVEL 3. MARKETING MIX – 4 PS.

– PRODUCT
– PRICE
– PLACE
– PROMOTION

• Processes within a business that help create and deliver company’s

products and services to the customer
• Day to day operational running of marketing, control of the
Marketing Mix
• This level spans all aspects of a business and across all customer
contact points
• Marketing an ongoing process in a “dynamic” environment.

• Market tends to change—what customers want today is not necessarily

what they want tomorrow.

• This process involves both planning and implementing (executing) the

plan.

• To summarise then we can see that a simple definition of marketing would

be: -
“The right product, in the right place, at the right time, at the right price,” .
 THE VALUE OF MARKETING -
NEEDS, UTILITY, EXCHANGE RELATIONSHIPS & DEMAND
• Fundamental idea of marketing- Organisations survive and prosper
through meeting the needs and wants of customers, commonly
known as the MARKETING CONCEPT
– A philosophy and business orientation about matching a
company's capabilities with customers’ wants.
– The matching process takes place in what is called MARKETING
ENVIRONMENT
– Involves both strategic and tactical marketing within the
organisation’s structure
– A truly marketing oriented business, structurally designed to
facilitate the Marketing Concept as a philosophy and as a way of
operating.
 UNDERSTANDING NEEDS, WANTS & DEMAND
• Need: a basic requirement that an individual has to satisfy to
continue to exist

Maslow’s Hierarchy of Needs

• 5 level Pyramid
• Higher needs only come into focus when lower needs are met
• Once individual moved to next level, needs in lower level no longer
prioritized.
• If a lower set of needs are deficient; temporarily re-prioritize those
needs but will not permanently regress to the lower level
• Humans have different needs based on demographics
THANKYOU!