Marketing Chiara Mauri 1. Marketing, the marketing process and marketing planning

1. MarketingChiara Mauri1. Marketing, the marketing process and marketing planning

2. The course Attending students Teamwork on assigned project, with final in-class presentation: 50% of the grade Individual final written exam with 10 questions: 50% of the grade 1-2 points can be gained throughout the course. Material Slides Textbook Peter J.P., Donnelly, J.H.Jr., Marketing Management: Knowledge and Skills, McGraw-Hill. Latest edition. Chapters 1-2-3-5-6-7-8-9-10-11 (NO chapters 4-12-13) Non-attending students Individual final written exam with 20 questions: 100% of the grade Slides Peter J.P., Donnelly, J.H.Jr., Marketing Management: Knowledge and Skills, McGraw-Hill. Latest edition. All Chapters

3. Your interpretation of marketing … «Sell products and services to customers» «Try to convince consumers about the value of what you are selling» «Identify customers’ needs and preferences» «In which way you put a product in the market» «Market survey»

4. How the American Marketing Association defines marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) https://www.ama.org/AboutAma/Pages/Definition-of-Marketing.aspx

5. Key points Value for the customer: What is value? Customers and consumers at the core … but also society at large

6. Fees of international Mba programs: what can be the most valuable? Which other factors would you consider?

7. A pack of pasta at the supermarket: how do you choose one or two?

8. Next class • How many packages of pasta are there in your kitchen? • How many of different brands? • Where did you buy them? • How much did you pay for each? • How did you choose them? Prepare 2-3 slides with these data and be ready to present and discuss

9. Strategic planning Before a marketing manager can develop plans for their individual departments, some larger plans for the entire organization should exist. This means that senior managers must look toward the future and evaluate their ability to shape their organization’s destiny in the years to come.

10. Steps in the strategic planning process Corporate level Determineorganizationalgoals Define the mission of the company Assessresources and evaluateenvironmentalrisks and opportunities Business unitlevel Implementstrategythroughoperatingplans Formulate strategy Monitor and adaptstrategiesbased on feedback

11. The marketing management process • The marketing management process consists of: • Analyzing market opportunities • Researching and selecting target markets • Developing marketing strategies • Planning marketing tactics • Implementing the marketing effort • Controlling the marketing effort

12. Barilla’s values and mission Give people food that you would give your own children OUR PURPOSE: GOOD FOR YOU, GOOD FOR THE PLANET To be People's preferred choice promoting wholesome and joyful food habits inspired by the Mediterranean lifestyle https://www.barillagroup.com/en/vision-and-strategy

13. Barilla’s market and goals WHERE TO PLAY WE WORK EVERY DAY TO BE THE MOST REPUTABLE ITALIAN FOOD COMPANY WORLDWIDE Ignite love for Pasta Meals everywhere. Pursue the development of the category and the growth of our market shares Nurture our bakery strongholds and selectively expand into attractive markets Add value to our categories to reward the trust of People

14. Tools and techniques for strategic marketing planning MATRIX OF THE ORGANIZATIONAL GROWTH STRATEGIES PORTER’S 5 FORCES MODEL SWOT ANALYSIS BOSTON CONSULTING GROUP MARKET SHARE/MARKET GROWTH MATRIX

15. Matrix of the organizational growth strategies

16. Strategies of product development for Nike??

17. Strategies of product development for Nike??

18. Porter’s 5 forces model Potential new entrants Rivalryamong competitors Threat of substituteproducts Bargainpower of buyers 0,79€ 1,15€ 0,99€ 1,23€ 0,39€ Barilla is choosing Puglia. In the 3 years 2017-2019, they are buying 140,000 tons of durum wheat at a guarateed price of 280 euro. It’s a win-win strategy in the value chin … Bargainpower of suppliers

19. SWOT Analysis STRENGTHS Costadvantages Financial resources Customerloyalty Technologies WEAKNESSES Narrowproduct line High-costoperations Managerial expertise Weak market image Vulnerabilities Constraints OPPORTUNITIES New consumer trends Climatechange THREATS Changing buyer habits Likely entry of competitors Adversegovernmentpolicies PROBLEMS LEVERAGE

20. SWOT analysis for Apple STRENGTHS WEAKNESSES Vulnerabilities Constraints OPPORTUNITIES THREATS PROBLEMS LEVERAGE

21. BCG market share/market growth matrix The BCG model is based on the assumption that profitability and cash flows are closely related to sales volume. In this model, the company’s Strategic Business Units (SBUs) are classified according to their relative market share and the growth rate of the market the SBU is in. Relative MS = MSBrand/MSClosest competitor Market growth rate = Average growth rate, Compound Annual Growth Rate CAGR = ((Ending value/Beginning value)1/N. years -1)

22. Data to be used for 3 SBUs (Nike)

23. BCG market share/market growth matrix Growth (CAGR) Relative MS

24. BCG market share/market growth matrix

25. Factors influencing company marketing strategy Marketing information system Demographic- economic environment Technological environment Promotion Target market Marketing Planning system Marketing control Place Product Price Political-legal environment Socio-cultural environment Marketing organization

26. Job opportunities in the marketing function in next years (% of companies)

27. Competences and skills required to work in marketing: soft skills at the top