Ppd Marketing Strategy Paper

CONTENTS

Topic Page No.

1. Prologue 1
2. Introduction to the Paper 1
3. PPD Background 2
4. Market Situation 2

5. Marketing Strategy: PPD 5

a. Target Market 5
b. SWOT Analysis 6
c. Value Innovation & Engineering 7
d. Holistic Communication Network 8
e. Value Pricing 8
f. Value Proposition 8
g. Value Delivery 11
h. Control Mechanism 11
i. Quality Management System 11
j. Objectively Verifiable Indicators 11

6. Action Programs 13
a. Phase 1: Relationship Building 13
b. Phase 2: Holistic Communication Network [HCN] 15
c. HCN System 16

7. Critical Risk Analysis 17
8. Epilogue 17
9. Timeline 18

10. References 19

11. Annexure 20

PROLOGUE
Introduction to the Paper

Origin
The strategic marketing plan has been made for the Partnership for Population Development (PPD), as per the requirements set by them.

Goal

To partner services from consultants and clients through mutual exchange of values and relationship building

Objectives

? Create sustainable relationship with the stakeholders
? Develop segmenting, targeting and positioning strategy
? Develop effective communication strategy
? Develop marketing action plan
? Determine objectively verifiable indicators
? Develop apposite incentive plan for the consultants based on performance

Scope

The scope of this plan is, using the current market situation as indicators, to come up with a comprehensive strategy that will make PPD more effective.

Methodology

The research that was conducted was used both primary and secondary methods.

Source of Primary Data
The information was collected from interviews with clients and consultants, both on local levels and international levels. The methods used were:
• Depth interviews
• Online interviews
• Telephone interviews

Source of Secondary Data