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Marketing Objectives
Goals or Targets that must be achieved by the marketing department in order to achieve overall corporate objectives about the product. Marketing objectives are aims set out for the organizations marketing program
Importance of Objectives
Objectives are starting point for Marketing plans and Marketing strategy. The results of Marketing Analysis and SWOT Analysis lead to the definition of Marketing objectives.
Hierarchy of Objectives
Corporate objectives Marketing objectives Product objectives Pricing objectives Distribution objectives Promotional objectives
Strategic Thrust
Strategic Thrust-Defines future direction of business in terms of which products to sell in which markets
MARKET PENETRATION
Increase sales to existing market Penetrate existing market more deeply
MARKET DEVELOPMENT
Existing products sold to new markets
NEW
DIVERSIFICATION
New Products sold to new markets
MARKET PENETRATION
Increase quantity and frequency of use, Shampoo-wash hair more frequently Fairness cream-Two times daily Kellogg's cornflakes-Both break-fast & Evening meal, not only for kids, for the whole family
MARKET DEVELOPMENT
Exporting the product, or marketing it in a new region, are examples of market development. Eg. Selling of cars , Electronics, Consumer durables with minor changes in oversees market Tesco Supermarkets opening convenience express stores
DIVERSIFICATION
Related or Unrelated Eg. Maggie Ketch-up, noodles, soup, pastas(Related diversification -food) Hondas move from Motor-cycles to Cars( Un-related) Eg. Apple computers to i pod Intel processor to smart phones and computers
Strategic Objectives
Product-level objectives relating to the decision to build, hold, harvest or divest products. Important for companies with diversified portfolio of Products Eg. Unilever, Nestle.
Strategic Objectives-Examples
Unilever build and hold brands-Dove soap, Knorr soups, Lipton tea, Magnum ice-cream Unilever harvest or divest-Brut deodorant, Pears soap, Jif lemon, Radion washing powder. IBM sold PC division to Lenova to concentrate on Software business P & G acquired Gillette Nestle-General mills Cereal Partnership
Conclusion
Strategic thrust and strategic objectives define where the business and its products intend to go in future.