What are the Different Perspectives in Marketing Planning?

Marketing Planning is a process to determine the present position of the company and then to formulate a strategy for a period of time to achieve the desired goal. For instance current market share of Samsung in UK is 32% at the first quarter of 2016 and the company has decided to increase its share by 3 to 5 % in the last quarter of 2016 and for that certain strategies are set which are covered by the marketing planning process. But the marketing planning has been developed due to the changing needs and wants of the people which can be analysed from the following perspectives.

Production: As per the production concept is concerned, the volume of the business is mainly concerned. The customers will buy the products which are available widely and at low price. The need of the customers is given less importance than the production of the products. In the diversify market this concept is illogical due to the difference in the taste and preference.

Sales: In the selling concept aggressive selling approaches are mainly followed. The push concept can be significant where the customers are convinced for considering the purchase by the retailers. Selling concept focused on the sales volume for achieving the profit.  But it is irrelevant due to the different requirement of the customers.

Marketing Concept: Marketing concept develop due the different needs and wants of the customers. Apart from that globalisation also influence the decision of the customers in selecting the product from the wide variety of choices. Marketing focuses on the customer’s satisfaction for achieving profit.

Relationship Marketing: Relationship marketing considers long term relationship with the clients or customers in order to increase the profit for the long term. It is mainly applicable to the high priced products. The car dealers maintain a long term relationship with their customers for making them satisfy and also convinced them to bring the referral.

Digital marketing: Digital marketing is the application of the internet for placing the product in the market. For instance in UK around 90% of the people are using internet so digital marketing can be the lucrative option tap the mass market for the purpose of promotion. Applications like Search Engine Optimisation are widely used in preparing the blogs or website to get the maximum traffic. The marketer can promote the products in the internet by the digital marketing.

Value based Marketing: Value based marketing shifts the product oriented approach to the customers focused strategy. The value is mainly focused in this strategy where the benefits and advantages are mainly focused in the promotion for attracting the customers towards the product. For instance Samsung must display the features and the advantages of the S5 model in order to attract more customers. The main objective is to give the feeling to the customers that their purchase consideration is worth with the price they have paid.

Social Marketing: Social marketing includes the requirement of the customers, company and the society as a part of their strategy. The fulfilment of the customers and society’s requirement by meeting the organisation’s goal is the main theme of the social marketing. Conducting the corporate social responsibilities is the part of the social marketing.

From the different dimension of the marketing concept we have to consider certain aspects which must satisfy the customer’s requirement and also increase the market share of the company. The marketing planning will give direction to the organisation about the necessary steps that are needed to be followed. 

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