Download - Marketing Management Proposed Outline
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Marketing ManagementProposed Outline
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Learning Objectives
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Company Profile
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Description of Product (if product analysis)
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SWOT
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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
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Threats
•Big number of competitors
•The fast turnover of “fads” once a new product comes along
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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
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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
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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
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Market Research
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Market Position and Competitive Study
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Target Market
•Segmentation
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Consumer Insighting
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Branding
•Brand DNA•Brand Positioning
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Value Proposition
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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
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Placing and Distribution
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Communication Strategies (IMC)
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Other Important Moves (Optional)•Service Marketing•Global Marketing•Marketing Warfare•Blue Ocean
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Reflections
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Session 12
• Special Topics▫Service Marketing▫Global Marketing▫Marketing Warfare▫Blue Ocean
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Session 14
•Research Presentation
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Session 15
•Executive Session – Marketing Forum