Organizational Structure, Marketing mix, Product management, Brand Portfolio

1. Marketing Organization,
Implementation and Control
by
Zubair
Zaid Iftikhar

2. Topic
-Organizational Structure
-Implementation Global Marketing Mix
-Product Management
-Product Characteristics
-Managing the Brand Portfolio

3. Organizational Structure
• Organization is defined by the formal structure,
coordination and control systems and
Organizational culture.
• It’s the formal arrangement of roles,
responsibilities and relationships with in the
organization.
• It’s a Powerful tool with which to implement
strategy.
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4. Organizational Designs
• Little or No Formal Organization
• International Division Structure
• Global Organizational Structure

5. Organizational Design
• Little or No Formal
• Little or no formal organizational recognition of
International activities of the firm.
• This category ranges from domestic operations
handling an occasional international transactions on
ad hoc basis to separate export department
02-01-2017

6. Little or no Formal Organization
Structure
BOD
Marketing Production
IT &
Logistic
General
Administration R&D
Export
Sales
Overseas
Marketing
Representative
Local
Sales

7. International Division Structure
• Organizational structure that groups each
organizational function into a division.
These divisions can correspond to either
products or geographies.
• Firm in this category recognize the ever-
growing importance of international
involvement.

9. Global Organizational StructureGlobal Organizational Structure
• Global product structure
• Global area Structure
• Matrix structure

10. • These are Popular among International companies with diverse
products.
• Similar products are grouped under one product head
e.g. perfume and cosmetics each focusing on single product
segment for its global marketing.
Product Structure
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11.  These are used when foreign operations are large and not
dominated by single country or region.
Global Area Structure
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12.  The matrix organizational structure is one
which functional and staff personnel are
ssigned to both a basic functional area and to
project or product manager.
 The matrix form is intended to make the best
se of talented people within a firm by combining
he advantages of functional specialization and
roduct-project specialization.
MATRIX STRUCTURE

13. Implementation Global MarketingImplementation Global Marketing
MixMix

14. Product Management andProduct Management and
CharacteristicsCharacteristics
The world’s 500 largest Global Companies
generated $31.2 trillion in revenue and
$1.7 trillion in profits in 2014.

15. Product Management
Project management is an organizational
lifecycle function within a company dealing
with the
-Planning
-Forecasting and production
-marketing of a product or products
internationally.
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16. Product Management
• Netflix is an American multinational entertainment
company founded on August 29, 1997.
• On 6th of January Netflix has launched its services in
130 countries.
• Now its available in 190 countries and 24 languages.
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17. Product CharacteristicsProduct Characteristics
-Basic concepts
A product can be defined as a collection of physical, service and
symbolic attributes which yield satisfaction or benefits to a user or
buyer.
•Local products - seen as only suitable in one single
market.
•International products - seen as having extension
potential into other markets.
•Multinational products - products adapted to the
perceived unique characteristics of national markets.
•Global products - products designed to meet global segments.

18. Product CharacteristicsProduct Characteristics
• Durability
Durability is the capacity of a product to maintain performance of
the functions for which it was engineered over its lifetime.
• Customer Requirements
When we say a product is of high quality, we mean that it meets
or exceeds all the user/customer's requirements.
• Environmental Issues
Does operating the product adversely affect the environment?

19. Product CharacteristicsProduct Characteristics
-Innovative
-Uniqueness
-Functionality
Whatever else a product does, it must fulfill its purpose.
-Culture and Context
Some kinds of products will not sell in some
cultures.
o McDonald's hamburgers do not sell in Italy.
-Packaging
-Design

20. Managing the Brand PortfolioManaging the Brand Portfolio
-Total collection of trademarks that a company applies to its
products or services.
-When large businesses operate under multiple different
brands, services and companies, a brand portfolio is used to
encompass all these entities under one umbrella.
-PepsiCo is the brand portfolio
name of several food and
beverage companies that
include not only Pepsi, but also
brands such as Frito Lay,
Quaker and Tropicana.