Documente Academic
Documente Profesional
Documente Cultură
Market Opportunity
Analysis:
1. Consumer Analysis,
2. Buying Behavior and
3. Market Segmentation
LEARNING COMPETENCIES
1. Distinguish between strategic and marketing planning in terms
of objectives and processes
2. Analyze the elements of macro- and micro-environment and
their influence to marketing planning
3. Define marketing research, its importance to a business
enterprise and identify the steps in marketing research
4. Describe the consumer and business markets
5. Differentiate the buying behavior and decision making of
individual/ household customer versus the business
(organizational) customer
6. Identify and segment market for a product or service
7. Select the appropriate target market segment and its
positioning
DIFFERENCE BETWEEN STRATEGIC
PLANNING AND MARKETING PLANNING
• ..\Downloads\MARKETING\The Difference Between a Strategic Plan and a Ma
rketing Plan.mp4
MARKETING MACRO-ENVIRONMENT
1. Family
Demand for product such as long-distance
calls is influenced by the Pinoy’s strong
family attachment. Skype and similar
software that allow voice calls over internet
are now a medium of choice among Filipinos
with relatives abroad, as it is free way of
communication via the computer or a
smartphone with connection.
2. Reference Group
In the Philippines election, the religious group
Iglesia ni Cristo is known to vote as a bloc,
where at least 77 percent of their members
follow the instruction on who to vote for in
the last two major elections.
3. Roles and Statuses
Mont Blanc pens are positioned as the pen for
presidents of companies as well as countries;
while Johnny Walker Black Label Whiskey, and
BMW are example of products positioned for
successful people.
(How personal circumstance
Personal Characteristics
can influence behavior)
1. Motivation
Donations and Helping others are examples
of satisfying a person’s self-actualization
needs. Among the Philippines’ top
philanthropists helping Filipinos are rags-to-
riches billionaires SM’s Henry Sy, PNB’s Lucio
Tan, JG Summit’s John Gokongwei, and
Megaworld’s Andrew Tan
2. Perception
Netflix has a documentary called, “Forks Over
Knives” showing research correlation of high
dairy consumption to high osteoporosis cases
such as in the U.S. and New Zealand. It also
showed that eating fruits and vegetables is
not just a way to stay healthy but can even
reverse cancer and heart disease.
3. Learning
Made in Germany is a label connoting
precision quality and reliable products
4. Beliefs and Attitudes
Some consumers think that installing chimes
can bring good luck to homes and offices.
Businessmen like the number 8 car plates
numbers are being charged a premium of Php
20, 000 - 30, 000 if the numbers end in
several 8 or when 168 (meaning: one road to
prosperity is requested)
“
SOME OF THE
TRENDS IN THE
PHILIPPINES
Shopping:
Technology:
Communication:
Women:
Work:
Home:
Buying Preference:
Channel:
Lifestyle:
Slide 1
CONSUMER’S BUYING
DECISION PROCESS
What will I
drink?
Coffee or
Milk?
CONSUMER’S BUYING DECISION
PROCESS
STEP 1: PROBLEM RECOGNITION (Why do I
need to make this purchase)
STEP2: INFORMATION Search (where do I get
Slide 4 my information relevant to my need?)
STEP 3: EVALUATION OF ALTERNATIVES
(what are available attributes and how do I
prioritize these attributes, including brand
image?)
STEP 4: PURCHASE DECISION (what will I buy
(product brand), from whom (seller), when, how
much (price and how many (quantity)?)
Step 5: post purchase behavior (how di I feel
after using the product or service?)
PESTLE STIMULI MARKETING BUYER’S CONSUMER BUYER’S
STIMULI CHARACTERISTIC DECISION DECISION
S PROCESS
Political 4Ps for Cultural Problem Category
Economic Product Social Recognition Product
Social Product Personal Information Brand
Technologic Price Psychological Search Channel
Slide al2 Place Evaluation of Vendor or
Legal Promo alternatives Sales
Environmen Purchase Represent
tal 7Ps for Service Decision ative
People Post- Timing
Process purchase Quantity
Physical Decision Payment
Environment Method
“
BUSINESS
MARKET
Characteristics Influencing Buyer
businessBu Behavior in business Markets:
ying 1. Environmental influences
Behavior
2. Organizational influences
3. Situational influences
4. Interpersonal influences
5. Individual influences
Environmental Influences
1. Supply condition
Supplier alliances are needed to ensure
continuous supply
2. Competitive Developments
Technology, cost can used as competitive
advantage
New ownership of a supplier company can be
attractive to business market when they can
leverage on the new relationship
3. SOCIAL RESPONSIBILITY
Become the determining
dimension of a purchase such as
LBC will deliver relief goods for
free to calamity areas
Philex Mining planted 2850
hectares with 10 million trees as
part of their social responsibility
SITUATIONAL INFLUENCES
1.TIME
2.FINANCIAL STANDING
3.AVAILABILITY
4.EXCLUSIVITY
5.SPECIAL OFFERS
ORGANIZATIONAL INFLUENCES
1. Objectives
2. Policies
3. Procedures
4. organizational STRUCTURES
5. SKILLS
6. SYSTEM
interpersonal INFLUENCES
1.INTERESTS
2.AUTHORITY
3.STATUS
4.EMPATHY
5.PERSUASIVENESS
INDIVIDUAL INFLUENCES
1. AGE
2. INCOME
3. EDUCATION
4. JOB POSITION
5. PERSONALITY
6. RISK TOLERANCE
7. CULTURE AND CUSTOMS
Slide 1
Business BUYING
DECISION PROCESS
business BUYING DECISION PROCESS
STEP 1: PROBLEM RECOGNITION
STEP 2: GENERAL NEED DESCRIPTIONS
Slide 4 STEP 3: PRODUCT SPECIFICATION
STEP 4: SUPPLIER SEARCH
Step 5: PROPOSAL SOLICITATION
Step 6: PURCHASE DECISION
Step 7: ORDER ROUTINE SPECIFICATION
Step 7: SUPPLIER PERFORMANCE REVIEW
What are the similarities and
Differences of Consumer and
Business Market?
Identify target market
Fully understand their
customers
Demonstrate value-creation
SIMILARITI Be trustworthy brands and
ES sellers
Create a pricing scheme
affordable to their target
market
Have customer bonding with
their customers
Outperform competition
Be profitable
DIFFERENCES
MARKETING
MANAGEMENT
PROCESS
MARKETING MANAGEMENT PROCESS
What opportunities should
be adopted and launched
in the marketplace?
Internally Generated Growth Opportunities
3 Major Ways to What is it? Examples
Seek Opportunities
Market Penetration Growth by having Inquirer newspapers’
existing products in an availability in the bakery
existing market (Where channel targeting early
similar product already risers
exist)
2 other ways
Merger and Acquisition Monde Nissin and
(M&A) Nippon Indosari
Corpindo
Diversification
SMC reinventing itself
from a food and
beverage giant to a
diversified conglomerate
Key Questions for Core Strategy: Segmentation,
Targeting and Positioning
BASIS FOR
MARKET
SEGMENTATION
FOR CONSUMERS
NEEDS AND WANTS
SEGMENTATION
A major way to segment a market is by identifying
consumer needs and wants. An example is the
multi-milliom peso market for vitamins and
mineral which segments the market based on
“Component”.
Examples are:
Cetrin, which contains vit. C, is in the single-
component need segment
Authority and Availability How many of those Men are obviously not
interested and willing to the typical consumers to
pay for the product have buy bikinis, unless they
Criteria for a the authority or are were given “authority” to
available to buy do so, as in the case of
Valid Market 7-eleven Japan where
men buy pantyhose for
their wives.
ESTIMATING MARKET
DEMAND
Food and Beverages
Food Beverages
Estimating Market
Demand for
Canned Sandwhich
Spread and Light Alcoholic
Processed Fresh Non-Alcoholic
Beer
Potential Market 4 3 5 2
Size
Market Growth 5 4 5 4
Homogeneity 4 4 4 4
Ease of Creating 4 4 4 4
Awareness
DEFINING THE TARGET MARKET
• Identify the Primary Target Market (PTM) that is the most logical buyers to
generate the bulk of sales. Secondary Target Market (STM) must also be
reached through different communications and marketing mixes. The PTM
of a La-Z-Boy Chair worth around Php 40, 000 a unit is shown below:
Examples: