Welcome to

Marketing Management
How does an organization work and where does marketing fit in ?
MISSION
Why we exist
VALUES
What’s important to us
VISION
What we want to be
CORPORATE / SBU STRATEGY
Our game plan

FUNCTIONAL STRATGEIES : MARKETING, FINANCE, HR, OPERATIONS

Translate, Focus and Align
STRATEGIC INITIATIVES
What are the priorities
INTEGRATED MARKETING PLAN
Who are our customers, How do we fulfill their needs

Delighted
Customers

Satisfied
Shareholders
 Mission

• Why does a company exist?

• What is our purpose?
• Who is the customer?
• What is of value to the customer?

“To organize the world’s information and make

it universally accessible and useful”
 Values

What do we want to live by and how?

“Alleviating pain and disease”

 Vision

Leadership is about going somewhere…..

If you and your people don’t know where are

you going, your leadership doesn’t matter.

A vision is a clear picture of the future

“By 2010 Airtel will be the most admired brand

in India”
 Corporate Strategy

Strategy is defined as an integrated set

of choices that positions an
organization to create sustainable
advantage and superior financial
returns (value) relative to its
competitors.
 Approaches to Growth

Current Products New Products

Market Penetration Product Development

Strategy Strategy
Current
Markets

Market Development Diversification

Strategy Strategy
New
Markets
 The Strategic Planning Implementation and
Control Process

Planning Implementing Controlling

Corporate Planning Organizing Measuring Results

Division Planning Implementing

Diagnosing
Results

Business Planning

Taking corrective
Product Planning action
 The Business Value Chain

Firm Infrastructure

Human Resource Management

Supporting
Activities
Technology Development

Procurement

Margin
Operations

and Sales
Outbound

Marketing
Logistics

Logistics
Inbound

Service
Primary
Activities

e ul a Vr e dl oher a h S
 Customer Value

• Value Exploration
• Value Creation
• Value Delivery
 SWOT Analysis

• Internal Strengths Weaknesses

- Strengths
- Weaknesses

• External
- Opportunities Opportunities Threats
- Threats
 Marketing Opportunity

• Short supply
• Existing product or service in a superior way
• New product or service

- Mobile phones and photography

- Web based buying
- Customization
- New capability
- Speed of response
- Superior value – lower price
 Opportunity Matrix
Success Probability
High Low
• Example of TV
Develop more Develop device to
lighting powerful lighting measure energy
equipment High system efficiency of any
company lighting system

Develops device to Develops software

measure program to teach
sse nevi t cartt A

illumination level lighting fundas to TV

Low studio personnel
 Threat Matrix
Probability of Occurrence
High Low
• Example of TV
Competitor Major prolonged
lighting develops superior economic
equipment High lighting system depression
company

Legislation to
sse ns uoi r e S

Higher costs reduce number of

TV licenses
Low
 The Marketing Mix

Product Mix Distribution Mix Communications Mix Pricing Mix

• Product variety • Distribution channels • Research • Price structure
• Quality • Retailers • Advertising • List price
• Design • Wholesalers • Sales promotion • Discounts
• Features • Coverage • Public relations • Payment terms
• Packaging • Physical distribution • Direct marketing • Costs
• Brand name • Supplies • Merchandising
• Service function • Assortments
• Sizes • Inventory
• Warranties • Storage
• Returns • Transportation
• Warehousing
•
 Marketing Management

Course Structure & Guidelines

 Course Structure

• 30 Sessions of 90 minutes each

• 5 days a week
• Alternating 1-2-1-2-1-2…….

• Text Book
Marketing Management – South Asian
Perspective – Kotler, Keller, Koshy & Jha

• 10 Cases

• 2 Exercises
 Evaluation

Attendance 10 %

Class participation, preparation 40 %

and engagement

Assignments 20 %

Final exam 30 %
 Guidelines
• Class door will be shut at stipulated time – late comers will not be
permitted (you loose attendance as well as participation grades)
• Focus will be on your ability to apply the concepts and not on
learning by rote
• Encourage healthy class discussion
• Case preparation
• Plagiarism / copying will not be tolerated
• Mobiles switched off
• Laptops only for taking notes
• Assignments to be typed and submitted in hard copy
• Fast paced and intensive – do not slip up!!
• Course outline