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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
Giovanni Aliverti
Corso in
Marketing, innovazione e sostenibilità
Il piano di marketing 2/2
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3. STRATEGY
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3. STRATEGY
3.1. SEGMENTATION3.2. TARGETING3.3. POSITIONING3.4. TYPES OF STRATEGY3.5. STRATEGIC WEAR-OUT
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3. STRATEGYMarketingobjectives
3. Marketing strategy
3.1. Segmentation–how the market can be segmented–segment profile
3.2. Targeting–evaluate segment potential–select the most attractive
3.3. Positioning–What the product means for the market–how it differs from competition
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3.1. SegmentationIt is the process of dividing buyers into
smaller groups within which broadly similar
patterns of buyers needs exists
Segments must be:– Measurable– Accessible– Substantial (critical mass)– Unique (in its response)– Appropriate (to corporate objects)– Stable (predictable)
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3.2. Targeting
– Size, growth rate
– Structural attractiveness (profitability)– Porter 5 forces
– industry competitiveness (rivalry)– potential of new entrants– threat of substitute– powers of buyers– power of suppliers
– Organization objectives and resources– skills– resources
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3.2. Targeting
market
company segment 2
segment....
segment 1
company segment 2
segment....
segment 1
companyUndifferentiated
marketing mix 2
marketing mix
marketing mix
Differentiated
Concentrated
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3.3. Positioning
It is the process of designing an image and a
value so that customers understand what the
company stands for in relation to competitors
Steps:
–Identify possible competitive advantages
–Choose those to be emphasized
–Implement the positioning concept
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
–Identificare possibili vantaggi competitivi
–Scegliere quelli principali su cui puntare
–Decidere come posizionarsi
Definisce cosa il prodotto significa per i clienti e come si differenzia dagli altri prodotti in commercio.
Sano Gratificante
Uso comune
Speciale
Fetta al latte
MARS
Godiva/Leonidas
New pro X
3.3. Positioning map
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3.4. Types of strategy
FOCUS
Porter generic strategies
COST DIFFERENTIATION
Cost leadership–Tight controll–Economy of scale–Globalization–Manufacturing focus (simplify design, production)–Labor effectiveness (plants)
Differentiation–Emphasis on one element of the product–quality, technology, .....
Focus–Concentrating on a narrow market segment –Can be complemented with differentiation
Porter generic strategies
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
3.5. Strategic wear-outProduct Life Cycle
growthintrod. maturity decline
sales
profit
t
$
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
Product Life Cycle Vs Boston matrix
growthintrod. maturity decline
sales
profit
t
$
question star dogcash cow BCG
3.5. Strategic wear-out
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
Product Life Cycle Vs Boston matrix
growthintrod. maturity decline
sales
profit
t
$
question star dogcash cow
build/invest hold/invest divestharvest
BCG
Strategy
3.5. Strategic wear-out
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
Product Life Cycle - eg: MAO
growthintrod. maturity decline
Grande balzo in avanti
Cento fiori
t
Impatto
Rivoluzione culturale
3.5. Strategic wear-out
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4. TACTIC
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4. TACTIC
4.1. MARKETING MIX4.2. PRODUCT4.3. PRICING4.4. POSITION4.5. PROMOTION
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4.1 TACTIC - MARKETING MIX
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
TACTIC
4.1 TACTIC - MARKETING MIX
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4.2. Product
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4.2 Product ELEMENTS TO BE CONSIDERED:
!Product attributes–feature, package, size, ...situation analysis
!Product benefits–as perceived by customers–includes image, performance
!Product support services–Delivery, installation, maintenance, warranty,...
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
Qualità e valore del prodotto
Qualità tecnica
Qualità funzionale
Qualità attesa
Qualità percepita
Qualità erogata
Valore
Il confronto fra qualità erogata ed attesa determina la qualità percepita.Questa, in relazione con il prezzo, determina il valore per il cliente.
4.2 Product
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4.3. Pricing
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4.3 Pricing Price settings
–Corporate objectives–Competition–Product Life Cycle–Legal consideration–Consumer and response pattern (elasticity)–Level of future demand–Costs–Positioning–Risk
Methods of pricing–Cost oriented
Mark-up, Target ROI, early cash recovery, ....–Market oriented
Perceived value, benchmark, .....
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4.4. Place - distribution
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4.4 Place - distributionELEMENTS TO BE CONSIDERED:
!Coststransportation, delivery time, warehouse, .....
!Competitive advantage and customer benefits better service/exclusivity
!Costs Vs controldistributors, middlemen, .....
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
DISTRIBUTION STRATEGIES
! Intensiveeverywhere
! Selectiveeg. “solo in farmacia”
! ExclusiveRoll Royce (Lexus)
4.4 Place - distribution
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
4.5. Promotion
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
ELEMENTS OF PROMOTIONAL MIX–Selling–Advertising–Sales promotion–Direct marketing–Sponsorship–Exhibitions–Corporate identity–Merchandising–Publicity–Word of mouth
4.5. PROMOTION
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
Consumer response:
!Awareness
!Interest
!Desire
!Actions
4.5. PROMOTION
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
5. ACTION
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
5. ActionIMPORTANZA DEL FARE
Un buon piano implementato male non porta
da nessuna parte;
un cattivo piano ben implementato genera
dei risultati.
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
6. CONTROLLO
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
6. ControlManagement control is the process of
ensuring that resources (human, physical,
technological, financial, ...) are allocated so as
to achieve the overall purposes of the
organization.
Control is an integrating part of the planning process
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Roma 3 – Marketing, innovazione e sostenibilità – SOSTAC 2/2Aprile 2016
Giovanni [email protected]
Corso in
Marketing, innovazione e sostenibilità
Il piano di marketing 2/2
FINE