Marketing Process Guideline

The document titled 'Marketing Process Guideline' provides a comprehensive guide on how to conduct marketing for new products or services. It emphasizes the importance of aligning the products with the company's goals and highlights the need for a thorough marketing analysis using the SWOT framework.

 

The document is divided into several sections, each focusing on a specific step in the marketing process. The overview section provides a brief introduction to the guidelines and sets the context for the subsequent sections.

 

Section 'a' of the document, titled 'Marketing Process', outlines the step-by-step process to be followed. It starts with Step 1: Identify Company Goal, which emphasizes the importance of ensuring that the products align with the company's overall goals. It suggests considering past marketing campaigns, successful products, and future company development when identifying potential products.

 

Step 2: Conduct Marketing Analysis is the next step, where the marketing team is advised to prepare a comprehensive analysis using the SWOT framework. The team is instructed to identify the strengths and weaknesses of the company, as well as the opportunities and threats in the market.

 

Moving on to Step 3: Creating Marketing Strategy, the document provides guidance on how to create an effective marketing strategy. It emphasizes the importance of precisely locating the target audience and setting specific, quantifiable, and realistic marketing goals. The document also suggests involving the finance department to determine the budget and applying the marketing mix (price, place, product, and promotion) when formulating the strategy. Additionally, it recommends conducting market research to gauge the public's reception of the new products.

 

Finally, Step 4: Executing the Marketing Plan focuses on the implementation of the marketing strategy. It advises the marketing team to provide regular updates to the head of the marketing team and suggests conducting an evaluation when the campaign has reached the halfway mark. If the evaluation fails, the campaign should be stopped.

 

Overall, the 'Marketing Process Guideline' document provides a detailed and comprehensive guide on how to conduct marketing for new products or services. It emphasizes the importance of aligning with company goals, conducting a thorough marketing analysis, creating an effective marketing strategy, and executing the plan with regular evaluation.

How to use this document?

1. Identify the company goal: Ensure that the products or services being marketed align with the company's overall goals. Consider past marketing campaigns, successful products, and future company development.

2. Conduct marketing analysis: Use the SWOT framework to analyze the company's strengths, weaknesses, opportunities, and threats. Identify reasons for current success, barriers to overcome, current trends, and competitors' strengths.

3. Create a marketing strategy: Precisely locate the target audience based on factors like age group, gender, and wealth. Set specific, quantifiable, and realistic marketing goals. Determine the budget with the finance department. Apply the marketing mix (price, place, product, and promotion). Gather feedback from the public through questionnaires or product testing.

4. Execute the marketing plan: Provide regular updates to the head of the marketing team. Conduct an evaluation when the campaign has reached 50% of its duration. If the evaluation fails, consider stopping the campaign.

Note: This guidance focuses on practical steps to effectively use the 'Marketing Process Guideline' document. It emphasizes aligning with company goals, conducting a thorough analysis, creating an effective strategy, and implementing and evaluating the marketing plan.