PRESENTATION ON

MARKETING MANAGEMENT

PRESENTED BY

Minhazul Karim EV 1406041Fahmida Zaman EV 1406045Hiran Barua Avi EV 1406047Kanchan Das EV 1406049A. M. Nazmul Huda EV 1406053

PRESENTED FOR

MOHAMMAD ZAHEDUL ALAM

BBA, MBA, (MARKETING), (DU), M PHIL (RU)

ASSISTANT PROFESSOR , FBS, BUP.

Marketing

Marketing is the process of planning and executing

the conception, pricing, promotion, and distribution

of ideas, goods, and services to create exchanges

that satisfy individual and organizational

objectives.

Marketing Management

Marketing management is the art and science of

choosing target customers and building profitable

relationships with them.

Marketing Management Task

Capture marketing insightsDevelop marketing plan

Deliver value

Build strong brands

Shape market offering

Create long term growth

Connect with customer

Communicate value

Marketing Plan

The marketing plan is the central instrument for directing and coordinating the marketing effort.

Executive Summary & Table of ContentsCurrent Marketing Situation

Financial projections

Marketing StrategyAction Programs

ObjectivesOpportunity & Issue Analysis

Implementation

Controls

Marketing Plan (Cont…)

Executive Summary

Open with brief summery of the main goals and

recommendations.

It describes the overview of the entire marketing plan.

Current Marketing Situation

It presents relevant background data on sales, costs, profit, market,

competitors, channels and the forces in the macro

environment.

Marketing Plan (Cont…)

Opportunity & Issue Analysis

SWOT analysis

Identifies the key issues

Objectives

The product manager outlines the objectives in

terms of sales, profit, market share, unit etc.

Marketing Plan (Cont…)

Marketing Strategy

The product manager develop the strategy how

to achieve the objectives

Defines the target segments, who will be customer, what

is value position, how to serve the customers, and what will

serve etc.

Marketing Plan (Cont…)

Generic Strategy of Michael Porter

Overall Cost Leadership: To minimize cost the manager……

1. Must be good in manufacturing.

2. Must be good in engineering.

3. Must be good in distribution.

4. Must be good in purchasing.

Overall cost leadershipDifferentiationFocus

Marketing Plan (Cont…)

Differentiation

Differentiation is the process of adding meaningful values to the products that

differentiate companies product from others.

Tools for Differentiation

1. Products

2. Services

3. Personnel

4. Channel

5. Image

6. Atmosphere

Marketing Plan (Cont…)

Criteria of Differentiation

1. Meaningful

2. Distinctive

3. Preemptive

4. Affordable

5. Superior

6. Profitable

Focus

Focus on the segment and narrow market and become the market leader

Marketing Plan (Cont…)

Action Programs Manager develops the action program to achieve the business objectives and

answer these question:

1. What will be done?

2. When will it be done?

3. Who will do it?

4. How much will it cost?

Implementation It is the most important part of the marketing plan.

A good marketing plan can be sabotaged by the poor implementation.

Marketing Plan (Cont…)

Financial Projection The product manager project a financial budget for achieving the

the action programs.

This budget shows the forecasted sales volume in units and average

price.

The expense side, it shows the expected costs of production,

distribution and marketing.

Controls Here management can review the results and can take the corrective

if necessary.