Marketing Strategy

 The management process –

 Formulate plans & strategies
 Implement marketing programme
 Control all marketing activities
 Planning provides the basis for
integrated marketing strategy.
Marketing Strategy
 Planning –planning is deciding in
advance what to do, how to do & who
is going to do it?
 It is the first function in management to be
performed in the management process.
 Planning is analytical thought process
which covers –
Analysis of the situation or environment
 Assessment of the future opportunities
& threats
 Determination of objectives & goals
 Selection of best strategy to achieve
objective.
Marketing Strategy
 Planning & control – are twin
management function.
 Without planning controlling can’t be
accomplished.
 In general practice, planning-action
control is a continuing cycle &
these functions are difficult to
separate.
 Marketing Strategy
 ROLE OF BUSINESS PLANNING –
 Business planning enables management to
establish most favorable relation between
the organization & the environment.
 The major task of managerial leadership is
that of integrating all elements of
marketing mix to accomplish marketing
objectives.
 The success of business depends on –
 Ample resources in the enterprise (input)
 Fulfilling needs of the customer
(customer satisfaction-output)
 Strategy
 An enterprise must have at least two
major broad objectives-
1.To do the right things
2.To do the things right.
 Strategic planning reflects the first

objective while planning reflects

the second.
 Strategy
 Strategy of a company is designed in
such a way that it matches with
– Future environmental marketing
Opportunity
– Capabilities of companies human and
material resources
– Top management values and beliefs
– Desired social economic objectives
Planning
• Environmental scanning
– External Environment –
Business environment is scanned to secure up
to date information on opportunities and threats
revealed by the changing environmental forces
such as customers, customer needs, competition,
economic, social, political ecology and
technology
– Internal Environment
• Marketers must also have adequate knowledge
of internal situation through self analysis
on corporate strengths and weakness.
• There should be happy marriage between the
company resources and company opportunities
so that the marketer can accomplish the
corporate goals
• Marketing information and research enables
business to scan the external environment.
Sales audit and cost analysis enable to study
internal environment
 Strategic Corporate
Planning
 Defining corporate mission
 The statement of basic purpose offers
customer oriented answers to few
questions.
E.g. What is our business?
Who is our customer?
What is our goal?
 The mission focuses the
attention on the fundamental customer needs.
– Example of mission
• Telecommunication
• Xerox
• Cosmetic company
 Strategic Marketing
Planning
 Segmentation and Target marketing
1)In a new company segmentation enables
the company to identify potential target market
2)Firm has to ascertain sales forecast in its
target markets
 Marketing Mix
A distinctive marketing mix is prepared
to satisfy target market demand and attain
marketing objectives for each target market
 It helps to build best integration of
product, price, promotion and distribution strategies
 Annual Marketing Plan
 Annual marketing plan is a short
term, covering 1 year
 Each marketing plan incorporates
strategies and tactics relating to
the marketing mix for a particular
target market
 Overall corporate mission, corporate
objectives and corporate strategies
are determined by top corporate
managements under business
planning
 Portfolio analysis
 BCG Matrix – a popular approach to
planning, called portfolio analysis was
found in USA by the Boston Consulting
Group.
 This method identifies the company’s SBU &
places & places these on matrix that
considers market growth & market share.
 Four business types can be distinguished :
1.Stars
2.Cash cows
3.Question marks
4.Dogs
 Amul was formally registered on December 14, 1946.
 The brand name Amul, sourced from the Sanskrit word
Amoolya, means priceless. It was suggested by a
quality
 control expert in Anand and it was chosen because it
was a perfect acronym for Anand Milk Union
Limited.
 Introduction
Amul (Anand Milk Union Limited), formed in
1946, is a dairy cooperative movement in India.
It is a brand name managed by an apex
cooperative organisation, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF),
which today is jointly owned by some 2.6
million milk producers in Gujarat, India.
 
                                                                

 Bread Spreads
Product

 Milk Drinks
 Powder Milk
 Fresh Milk
 Cheese
 For Cooking
 Chocolate
Amul Product’s Diversification
Amul Plant at Anand 
 DIVERSIFICATION
 Seeking unfamiliar products or markets or both in
the pursuits of growth.
 Secrets of Amul’s Diversification Philosophy:
 Progressive addition of higher value products
while maintaining the desired growth in existing
products.
 Amul introduced products with consistent value
addition but never left the core philosophy of
“providing milk at a basic, affordable price”
 BENEFITS OF
DIVERSIFICATION
1.
1. High
Hi gh Growth
Growth
2.
2. Expansion
Expansion of
of network
network
3.
3. Advantage
Advantage of
of each
each underline
underline objectives
objectives
 Business Model

Every day Amul collects 7 million of milk from 2.6million

farmer (many illiterate), Convert there milk into branded,
package products and delivery good to over 500,000 retail
outlet across the India
Its supply chain one of the most complicated in India
 Raw Milk

Packaged Milk Dried

Condensed
Ice Cream Skimmed Milk
Ghee Butter Milk
Beverages Powder
 What are the Segmentation
 Wide range of product categories caters to
consumer across all market segment. for
example, Amul kool as target at children,
while teenager prefer kool café
 Low price range to High range
 Targeting
 Changing Retail environment
 Young and Children
 High profile location like—Amul are today
present on campuses of Infosys parlor, Wipro,
IIM-A, IIT-B, Temples, Metro Rail and Railways
station
 Diabetes customer
 Promotion
 Uses of variety of media to communicate
 Most famous in bill board
 The enduring polka dressed girl pun at various issues
increase brands fan
 Every festival some thing they bringing
 The chief of India promo invites hotel chefs to come up
with recipes using many Amul products as possible,
and is conducted at city, state and national level.
 Intelligent Marketing
 One of the most conservative FMCG estimative
GCMMF spends a mere 1% of its turnover on
promotion
 GCMMF has written and re-written rules of the game
 Amul Butter girl is one of the longest run add
campaigns in country for 41years
 Campaign using like Amul star voice of India
 Competition
 Britannia
 Nestle
 HLL
 Cadbury
 Mother Dairy
CURRENT MARKET
SHARES
Some Tv Add
 Conclusion
Using very good Strategy for selling the product .
For all segment of Product’s are available
THANK
YOU…