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Marketing Toolbox PowerPoint Template

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Published by igodigital, 2017-02-09 06:10:10

Marketing Toolbox

Marketing Toolbox PowerPoint Template

Keywords: Marketing, Toolbox,PowerPoint,Template

U- Curve Concept - Stuck in the Middle

Coherence between profitability and market share (according to Porter)

ROI (in %)

Return on Investment

Market segment Relative
Market niche market share

Concentration on covering market niches Overall market coverage
through cost leadership or quality leadership through cost leadership or quality leadership

(differentiation)

Critical range

„Stuck in the middle“

performanceS- Curve Concept

Representation of performance efficiency of competing technologies

performance limit technology 2
performance limit technology 1

current status of
technology 1 and 2

time

S- Curve Concept - Life Cycle

Representation of the life cycle of technology in the course of time

Basic technology

Pace setting time
technology
growth maturity age phases
development phase

Life cycle of a technology

MARKETING STRATEGY / CONCEPT

Strategic marketing / concepts

Differentiation - Strategic Marketing

Position of the strategic marketing between strategic management and marketing management

Conception Phases of Marketing Situation Analysis

Enter your subheadline here 1
2 Marketing Objectives
Marketing Control 7

Implementation / 6 Customer 3 Marketing Strategy
Realization

Marketing Instruments/ 5 4 SBU-Planning

Marketing-Mix (Strategic Business Units)

Marketing - Communication Policy

Ten-step model of marketing communication

Measure effect Step 10

Apply communication measures Step 9

Pre- test, Control of effect, return result to step 7, to apply improvements Step 8 Return result at 5-9

Plan separate communication measures Step 7 Improvements
and corrections

Budgeting and media selection (selecting advertising media) Step 6

Step 5 Develop communication strategy

Step 4 Define communication targets and target groups

Step 3 Derive marketing targets

Step 2 Agree on company objectives

Step 1 Situation analysis and prognosis for the company

Four Codes of Brand Communication

Communication model that implies that there are three more codes next to language responsible for concrete
meaning

Meaning

Language History Symbols Sensorics

Style Tell stories Protagonists Sensorial experience
Rhetoric Show episodes Figures Stimulation of senses
Wording
Places of action Noises / colors
Shapes / haptics

Only the interaction of these four Codes makes the brand communication sustainably successful

Core Competences / Product Pyramid

Core competences as a base of the product pyramid, which are not easily adapted by other companies and
therefore improve the benefit of the end product

End product

Core product

BASE Core competences

valuable rare difficult to not sub- are
immitate stitutable strength-
ened the
more they
are used

Marketing Strategy - Influencial Factors

Influencial factors

Organizational Marketing Attitude to
objectives and Strategy change and risk
resources
Market structure
Competitor and opportunities
strategies

Marketing Strategy

Marketing as market-oriented business management / business strategy

Procurement Strategy

Research and Business Production Strategy
Development Strategy Strategy Quality Strategy

Human Resources Strategy

Elements of Marketing Concept

Connection between the separate elements and their logical process structure

Wishes, requirements Marketing Offer of products
and demands Concept and services
Elements
Markets Customer benefit and
customer satisfaction

Exchange, transactions and relations

Market Areal Strategy

Determination of geographic coverage

Market areal strategies

Local Regional National Inter- Multi- Global
national national

Process of geographic expansion

Market Simulation Strategies - Stuck in the Middle

Placeholder for own Subheadline

Performance II: Preference strategy
high
IV: Advantage
strategy Outpacing strategy

Outpacing „Stuck-in-the-Middle“
strategy
high
low Price

Security I: Over reaching strategy
distance

III: Price /
Amount strategy

low

Marketing Strategy - Strategic Triangle

Integrated marketing strategies include the strategic triangle of company, customer and competitor

Customer

Competitve advantage

Own Competition
Company

Marketing Strategy - Strategic Pentagon

According to Ohmae 1992

Customer

Government Currency

Strategic
Pentagon

Company Competitor

Innovation - Demand Pull and Technology Push

Interplay between both strategies

Company Market

Media Strategy - Dimensions

Analysis and visualization of the six most important parameter of media strategy

Percentage of the
reached target group

Range

Design of advertising Impact Contacts Frequency of addressing the
(for instance: color) and their target persons

placement

Dominance Intensity The number of applied media
(Media mix)
Size, formats, advertising and
spot lengths

Repetition

Frequency and timely intervals
of the contacts

Marketing Strategies

Strategies according to individualization degree and customer relation

Level of individualization of a product Individual Marketing

Customized Marketing Customer individual
market development
high Individualization
of product

Mass-Marketing Relationship Marketing

low Standardized Individualization of
market development customer relationship

low high Individualization degree
of customer relationship

Strategic Marketing

Questions and Characteristics for Strategic Marketing

Where? How? When?

In which market is the What is the central When will the company
company active? orientation of the become active on
marketing strategy? the market?

Concentration of company's Conscious selection of markets Determination of market-entry
activities on particularly attractive and promising and definition of future strategies with long-term time, taking into consideration the previous

markets orientation development and production efforts

Marketing Orientations

Orientation of the company on the turnover market

Starting Point Medium Objectives “ Produce as much as you
can. ”
Products/ Performance Expansion / rationalization of Profit from increased
production and procurement volume “ Write off what you‘ve
Products/ Performance produced. ”
Production orientation (seller‘s market)
Customer wishes “ Produce what you can
Sales-political instruments Profit from related volume write off. ”

Sales orientation (saturation tendency)

Market- Bundle of Profit from long-term satisfaction
research marketing of customers
measures

Market orientation (buyer‘s market)

Cost Leadership

The strategy of a company to reach sustainable competitive advantage be low costs is differentiated in 8
methods

Economies of scale Economies of scope Experience effects
Economies of learning Product design
Input-Costs Process design
Capacity utilization
Cost leadership Residual effects of
operational effectiveness

Differentiation Strategy

The strategy of a company to differentiate themselves positively from the competition from the customer’s
point of view is separated in 6 different methods

Price Image Support

Design Quality Not differentiated

Differentiation Strategy

Market Field Strategies according to Ansoff

Ansoff-matrix with the representation of product-market-strategies

Markets

Products/ Existing New
Performance
Market penetration Market development
Existing
 Market presence  Internationalisation
 Market suppression  Market segmentation

Product development Diversification

 Product innovation  Vertical diversification
New  Product differentiation  Horizontal diversification
 Lateral diversification

Market Area Strategies

Basic principles for market areas / market development

International Strategies

 Multinational market
 International market
 World market

National Strategies

 Local market
 Regional market
 Cross regional market
 National market

Marketing - STP-Strategies T P

Strategies of market davelopment

S

Segmenting Targeting Positioning

Market segmetation, Segment evaluation, Positioning versus differentiation.
segmentation criteria to target market determination Establishment of a competition
divide the markets and target group position in each target segment.
into clearly defined determination. Selection of Selection and communication of
customer groups the most attractive market a concept
segments

Degree of competitionCompetition StrategiesOverall market Strategy of aggressive
cost leadership
Differentiation into basic principles

Strategy of quality
leadership

Sub-market Strategy of selective Strategy of selective
Quality leadership cost leadership

Performance advantage Cost advantage

Competitive advantage

Degree of competitionCompetition StrategiesOverall market Cost leadership
• price/costs
Differentiation into basic strategies • standard product

Differentiation strategy
• performance/quality
• uniqueness

Sub-market Differentiation focus Cost focus
• specific need • limited need
• relatively price-inelastic • price elastic

Performance advantage Cost advantage

Competitive advantage

Competition Strategies

Matrix to differentiate basic concepts of competition strategies

Strategic Singularity from customers Cost advantage
advantage perspective
Extensive
Strategic cost leadership
target object

Industry-wide differentiation

Limitation to one segment Focusing

Market Field Strategies according to Ansoff

Ansoff-matrix

Product

Market Existing New
Product development
Existing Market penetration
Diversification
New Market development

Norm Strategies - McKinsey/GE

Enter your subheadline here

Market-low medium high  Fight for the market leadership  Maximum investments Invest
attractiveness  Specializing in few strength Develop
 Focus on strengths  Concentratiion on maintaining
 Overcoming weaknesses existing strengths
 Strengthening of poorly performing
 Retreat when missing signs for areas
continuous growth

 Search for low risk expansion  Defending of position  High investments in attractive Devest
possibilities segment Develop
 Concentration of investments of
 Minimizing of investments attractive and low risk areas  Defense against competitors

 Rationalizing of internal processes  Increasing productivity

 Sales with increasing profits  Defense of position in most  Realization of profit Selective action
 Reduction of fixed costs profitable area  Concentration on most attractive Profit priority
 No investments
 Improvement of product line segments Competitive
low  Minimizing investments  Defense of existing strengths strength

medium high

Norm Strategies - McKinsey/GE

Matrix of norm strategies (threefold division of axis )

High Investment or retreat Investment Keep
Medium market leadership
Market attractiveness Absorption and Transition
Low gradual divestment Growth

Divestment Absorption and gradual Absorption
divestment
High
Low Medium

Relative competitive advantages

Market Growth

Representation of market sizes, like market potential, market volume and market growth in the course of time

Amount / Value Market Potential Sales Volume Provider A
Sales Volume Provider B
6 Sales Volume Provider C
Sales Volume Provider D
5
Market Volume
4
Time
3
Period 2 Period 3 Period 4
2

1

0
Period 1

Outpacing-Strategie

Increase in profitability by maximizing quality (high customer benefit) and cost reduction

high Cost reduction

Quality/ Target of
Customer benefit outpacing
Innovator
Offer differentiation

low Follower cheap
expensive
Price / Costs

Innovation Strategies - Innovation Pentagram

A tool of innovation management

Business system: Motive: Which motives
With what kind of target the innovation?

business system Advantage: What kind of
is the innovation advantages does the
innovation provide?
implemented?

Timing: When are we Revenue model: How is the
applying these measures? revenue generated?

Marketing Concepts - Dimensions

Placeholder for own Subheadline

Internationalization Strategies Integration advantage 3 4

Placeholder for own Subheadline low high Global Transnational
marketing marketing
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replaced with your own text. 1 2

 The text demonstrates how your own text International Multinational
will look when you replace the placeholder marketing marketing
with your own text.

 If you don’t want to use the style and size
of the fonts as used in this placeholder it’s
possible to replace it by selecting different
options.

low high

Differentiation advantage

MARKETING PLANNING / OBJECTIVES

Marketing Management - Process

Representation of the ideal type process of marketing management

Analysis phase Marketing situation analysis

Four classic phases Planning phase Determination of market segments and marketing targets

Implementation phase Definition of marketing strategy
Control phase Determination of marketing budget
Determination of marketing measures
Implementation of marketing measures

Control of marketing results

Marketing-Planning - Process

Marketing as a process divided into the five steps of market analysis, marketing objective, strategy, marketing
instruments and success control

Market analysis Where are you?
(actual-condition) What is the initial situation?

Marketing targets Where do you want to be?
(establish objectives)

Marketing strategy How will you reach your objectives?

Marketing instruments Which instruments will be used?

Success control Analysis of the difference between target and result

Marketing Targets Non-economic marketing targets

Economic and non-economic objectives of a business Connecting to mental processes of buyer
(purchase behavior)
Economic marketing targets
customer retention
Close connection to general economic customer satisfaction
company objectives
name recognition
revenue / profitability attitude (image / sympathie)
profit contribution / Return-on-Investment
repurchase rate
growth (revenue/sales/profit) level of distribution
rationalizing effects of knowledge
capacities strength of purchase intention

security (risk distribution)
market position /market share

Goal criteria − SMART

The 5 criteria that define a goal so that it can be used in project management

Specific Measurable Attainable Realistic Time-bound

Objectives have to A goal achievement It should be The objective needs Goal requires a
be specific and should be attractive for the to be achievable in determined time-
positively measurable. project team to a realistic way. frame.
described. reach the goal.

Marketing Objectives - Target Pyramid

Placeholder for own Subheadline

Corporate Retention of economic and legal independency, increasing
objectives development of flexibility

Marketing Financial Increase in sales, improvement of
objectives target company image

Price Communication Distribution Preparation of contract conclusions

policy target target target

PR- objectives Exhibition objectives Advertisement Managing customer data, raise purchase interest,
objectives increasing popularity of brand

Marketing objctives / Hierarchical levels of objectives

Hierarchical system of objectives

Object of the company

Company objective

Function targets

Marketing targets
are function targets

Instrumental target

Levels of objectives and
marketing instruments

CR-Marketing - Target Hierarchy Company related
sub goals
Operative and strategic main goals and sub goals - Positioning on the market
- Employee loyalty
Corporate - Employee motivation
objectives - Innovation
Profit/ROI
Customer related
Marketing overall targets sub goals
Costs / Productivity / - Customer contribution margin
Revenue / Sales - Customer loyalty
- Customer satisfaction
- Perceived performance quality

Conventional Marketing Targets

Targets for successful business

Increasing market shares Increasing revenues Improving contribution margin

 Popularity  Price segment
 Image  Revenue
 Customer reach  Distribution
 Customer satisfaction
 Customer loyalty

Marketing-Plan Strategy Implementation

Process to create a marketing plan (Marketing Mix)
• Product and pricing policy
Objectives and Indicators • Communication and distribution policy
• Strategic and operational objectives

Financial objectives
Market-and customer-related objectives

1. Analysis 3. Strategy 4. Mix 5. Control

Strategic Analysis 2. Target
• Market and environment analysis
• Customer and competitor analysis Strategy Selection and Combination Success Control (progress and results)

• Competitive strategies • Effectiveness of marketing tools
• Portfolio strategies • Performance of the people involved
• Positioning strategies • Profitability of the chosen products, markets and
• Innovation strategies
(customer success estimation)

MARKETING-MANAGEMENT

Marketing Management Cycle

4 phases model / marketing cycle

 Procurement, evaluation and
interpretation of market data

Management  Determination of
Cycle marketing objectives

 Success control of target  Development of
achievement (target-actual- marketing strategy
comparison)
 Planning and
implementation of
marketing measures

Marketing Management Cycle

4 phases model / marketing cycle

Situation analysis

Customer and competitor
behavior, environment trends,
resources, where do we stand?

Controlling Targets
Reference objects (products, Competences, orientation, target
customers, branches, etc.), early
detection systems (environment segments, revenue,
market share, DB, image
development)
Strategies
Organization Management Product – market innovation,
Development and process cycle
organization, primarily and cooperation, acquisition,
secondary organization, key competition strategy, brand

processes, qualification Budget
Fundraising, allotment,
Mix methods, function and overall

Product, communication, budget
distribution, price


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