Tasks for successful Marketing

Management

Developing Marketing

Strategies & Plans

ATLAS CAMERAS• The first task facing Atlas is to identify its potential long run opportunities ,given its market experience and core competencies• Atlas can design cameras with better features or it can make new line of video cameras or use optics to design binoculars and telescope•Whichever direction it chooses it must develop concrete marketing plans that specify the marketing strategy and tactics going forward

Assessing Market

opportunities and Customer

Value

•Atlas needs a robust scanning mechanism to spot profitable market opportunities by closely monitoring its environment•To transform strategy into program marketing managers must make basic decisions about their expenditure, activities and budget allocations•Atlas may use sales response function that shows how much amount of money is spend in each application

Choosing Value

•Atlas must divide the market into major market segments and evaluate each one and target those it can provide best value•Atlas should compete with competition and take quick steps•Atlas should decide whether it should be a high end brand or a low end brand

Designing

Value

•Atlas must provide tangible offerings to market which include product quality ,design features and packing•Atlas must decide on price and should decide on retail and wholesale prices, discounts, allowances

Delivering Value

•Atlas must also determine how to properly deliver to the target market the value embodied in its products and services•Channel activities include those the company undertake to make a product accessible and available to target markets•Atlas must identify , recruit and link various market facilitators to supply products

Communicating Value

•Atlas must communicate to the target market the value embodied in its products and services•It will need integrated communication program that maximises collective contribution to communication activities•Need to set up mass communication programs consisting of advertising, sales promotion, events and public relations

Sustaining growth and

value

•Atlas must initiate new product development, testing and launching as part of long term view•Atlas must build a marketing organisation capable of implementing marketing plan•Atlas will need feedback and control to understand efficiency and effectiveness of its marketing activities

ReCap•Developing marketing strategies and plans•Assessing market Opportunities and Customer value•Choosing Value•Designing Value•Delivering Value•Communicating Value•Sustaining Growth and Value

“Created by Sai Srujan,RGIPT

RaeBareli, during an internship by

Prof. Sameer Mathur,IIM LUCKNOW”