Strategic Marketing

Week 1: Lecture A
 Strategic Marketing

Agenda
 Course Outline
 Groups
 Article Presentation Format

 Case Analysis

 Blind and Brand Taste Testing and Developing

a Marketing Strategy
 Midterm and Final Exam
 Strategic Marketing

Course Outline
 Nature and Purpose of the Course
– Main focus on understanding the importance of
marketing in terms of strategic orientation of an
organization

– Develop analytical abilities to resolve Marketing

related issues and problems through real time case
analysis

– Develop strong presentation skills by presenting

Peer-Reviewed and other articles on a weekly basis
 Strategic Marketing

Course Outline cont’d

 Recommended Books
– Strategic Marketing, David Cravens 8/e, McGraw Hill
– Marketing Management. A Strategic Decision Making
Approach 4/e, McGraw Hill.

– Research Articles (Peer Reviewed and others)

– Journal of Marketing
– Journal of Industrial Marketing Management
– Harvard Business Review

 Magazines and Papers

– AURORA, Business Recorder, Business Week, Fortune,
Forbes, Newsweek
 Strategic Marketing

Course Outline cont’d

 Websites
– www.AMA.com
– www.map.org.pk
– www.marketingprofs.com
– www.brandchannel.com
– www.btobonline.com
– www.marketingtoday.com
– www.mailchimp.com
– www.marketingvox.com
www.advertising.com
– Social news/content sites: Digg, Propeller, Reddit, Mixx,
StumbleUpon, Wikipedia, Knol, Orkut
 Strategic Marketing

Student Groups
 Groups shall be formed by the Instructor
 Tips for group success:
– Forming, storming, norming and performing?!!!
– Appoint a Monitor or a Coordinator
– Discuss and choose your role: MBO
– Set deadlines, milestones and deliverables
– Acknowledge and praise others efforts frequently
– Mutually sort out grievances: always talk it out
– Avoid letting anyone being a free rider
– You will need to submit peer evaluation
– Recommended Reading: Management Challenges for the
21st Century: Managing Oneself – Peter Drucker
 Strategic Marketing

Article Presentation
 Article Presentation Format
The ‘Research Article’
10 Minute
Purpose of the paper
Presentation
Summary of results
Evaluation
Implications to marketers
+

The ‘How To’ Article

Purpose of the paper 5 min
Key themes Presented
Evaluation Q&A
Implications to marketers
 Strategic Marketing

Marketing Strategy
 Group-Wise Taste Testing and Developing a
Marketing Strategy

– Topics

 Each group shall discuss with me their topic

 Topics must be finalized by next week!

 Strategic Marketing

Marketing Strategy Guidelines

Please Note: Students are REQUIRED to follow the template

EXACTLY as it is!
 Strategic Marketing

Marketing Strategy
 Executive Summary

 Table of Contents

 Introduction
– Size up
– History, nature, field of concentration, customers, product portfolio,
market share, competitors, industry situation, future endeavors. Please
make it quite short.

– What is the current situation of the company and/or the brand?

 Strategic Marketing

Marketing Plan
 External Analysis
– Market size, growth, sales forecast and demand estimation,
market share etc.

– Porter’s Five Forces to gauge Industry attractiveness

 Internal Analysis (core Competencies)

– Internal Capabilities

– SWOT (come up with some objectives w.r.t external & internal

analyses!
 Strategic Marketing

Marketing Strategy
 Taste Test
– The ‘Blind Side’
BRAND TIM BRAND MIN BRAND KIN

Taste 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Fizz 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Aroma 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Quality 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Total

RATING SCALE: DATE:

1= Excellent
2= Good
3= Neutral
4= Fair
5= Poor
 Strategic Marketing

Marketing Strategy
 Taste Test
– The ‘Brand Side’
COKE PEPSI PAKOLA

Taste 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Fizz 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Aroma 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Quality 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5

Total

RATING SCALE: DATE:

1= Excellent
2= Good
3= Neutral
4= Fair
5= Poor
 Strategic Marketing

Marketing Strategy
 Blind and Brand Taste Testing

– Compare the Means of Blind and Brand Instrument

– Differences will indicate possible brand advantages and

disadvantages

– Some Instructions:
 A total of 30 responses are required
 All groups are to discuss the arrangement with me prior to
conducting the test
 Strategic Marketing

Marketing Strategy
 Marketing Strategy
– Objectives, mission and vision
 Clear and Concise
 May include societal objectives as well
 Formulate a Mission/Vision statement

– Segmentation, Targeting and Positioning

 Slice the market (Provide bases)
 Target Market (Prove attractiveness and present clear
profile)
 Positioning (Provide Bases)
 Strategic Marketing

Marketing Strategy
 Product (Value Proposition)
– Product and Branding strategy (v.imp)
– Product Life-Cycle Management

 Price
– Pricing Technique (Provide rationale)
– Price/Demand Elasticity
 Strategic Marketing

Marketing Strategy
 Place
– Channels of distribution
– Outlet location
– Sales territories
– Warehousing system etc.

 Promotion
– Advertising (Model and Means)
– Sales promotion (When and why?)
– Publicity and PR (Tactics?)
– Web (Website, blogging, social media etc.)
– Direct Marketing
 Strategic Marketing

Marketing Strategy
 Budget and Finance
– Total cost of Marketing plan
 you will need to provide data and evidence to backup your
costing

– Sources of funds
 where is the money? Check company annual reports

– Profitability and Break-even analysis

– NPV and IRR analysis etc.
 Strategic Marketing

Marketing Strategy
 Operation Plan (Tactical plan)
– Step-by-Step approach
 When to launch which activity? Why? Do u need test
marketing? How?

 Milestones are dependent on previous activities –

Independent events!
 Gantt Chart
 Strategic Marketing

Marketing Strategy
 Marketing Control
– Quarterly Audits (How?)
 Sales
 Profits
 Customer base and Customer profiling
 Awareness to Brand Resonance
 Sales management
 Strategic Marketing

Marketing Strategy
 Template and Citation
– Always cite sources (provides credibility)
 plagiarism can be caught easily.

– Gives a compliment to the researcher

– Use APA or Chicago format (v.imp)

 Strategic Marketing

Marketing Strategy
 Market Assessment Worksheet

– must be filled and attached with the marketing plan

as a part of an exhibit

– Shall be e-mailed to you!

 Strategic Marketing

Marketing Strategy
 Things to be CAREFUL about!
– Stick to the format
– Font size: 12, Para:1.5 Alignment: Left, 20 pages
plus 10 pages for exhibits
 No Fancy fonts, images of colored papers
– No Copy pasting from the web or anywhere else
– No Assumptions! Provide backup data
– No fudging of information! No lies
– No grammatical mistakes or spelling errors.
– Citation: Re-check the guidelines
– Hard copy; properly bound plus Soft copy sent via
e-mail
 Strategic Marketing

Oral Presentation Guidelines

 MUST read the handout

 Evaluations are made accordingly

 Strategic Marketing

Mid-Term and Final Exam

 Mid term Exam and Final Exam
– Case study/MCQs/Theoretical

– Cases: LUMS, Ivey, HBS or from recommended

books
 Strategic Marketing

Reaching Me!
 Qaiser Janjua (Assistant Professer Mktg)
 Ext: 9262557-9, 266
 qaiser.janjua@mail.au.edu.pk
 rqaiser@alumni.sfu.ca
– Your e-mail should mention: name and course title

 2nd Floor, Admin Sciences Building

 Office Hours: By appointment