The Marketing Process, Planning & The Marketing Plan :The Marketing Process, Planning & The Marketing Plan


Marketing Process :Marketing Process Consists of: Analyzing Marketing Opportunities Researching and Selecting Target Markets Designing Marketing Strategies Planning Marketing Programs Implementing & Controlling the Program


Marketing Planning :Marketing Planning Is Failing to Plan, Planning to Fail?


Marketing Planning :Marketing Planning Marketing Plan directs the marketing efforts of the firm. Assembles pertinent facts about organization, the markets it serves, its products/services, customers and competition. Forces department and functional managers to work together. Sets goals, objectives, tactics within time periods.


Contents of Marketing Plan :Contents of Marketing Plan Executive Summary and Table of Contents Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections or Projected P & L’s Implementation & Controls


Contents of Marketing Plan :Contents of Marketing Plan Executive Summary and Table of Contents Permits senior management to grasp major thrust. Briefly states contents of the whole plan. Main goals and recommendations.


Contents of Marketing Plan :Contents of Marketing Plan Current Marketing Situation Relevant background/facts on firm, sales, costs, the market, profits, history, growth, products, services, channels/ distribution, share of market, and competitors. SWOT Analysis Trends & Macro/Broad Environment


Contents of Marketing Plan :Contents of Marketing Plan Opportunity and Issue Analysis Major issues facing products and sales Review of Key Issues & Opportunities in SWOT Analysis Strengths Weaknesses Opportunities Threats


Contents of Marketing Plan :Contents of Marketing Plan Marketing Objectives Financial and Marketing Goals, by Sales Volume Market Share Profit Pricing Distribution objectives. Increase / Achieve Generate / Reach


Contents of Marketing Plan :Contents of Marketing Plan Objectives vs. Strategies Goal or Objective: NY or San Francisco Strategy: Air? Car? Truck? Train? Walk? Or Bike?


Objectives vs. Strategies :Objectives vs. Strategies Objective: San Francisco Strategy: Bike Tactic: 3-Speed


Contents of Marketing Plan :Contents of Marketing Plan Marketing Strategies Select Target Segments Marketing Mix --- 4P’s Positioning (“what the product does and who is it for.”) Distribution Strategies The Game Plan


Contents of Marketing Plan :Contents of Marketing Plan Action Plan or Program Specific product, promotional, pricing, and distribution tactics / activities. Includes timing and calendar


Contents of Marketing Plan :Contents of Marketing Plan Financial Projections (Projected Profit and Loss) Build a supporting budget Forecasted sales volume Average price and expenses Implementation & Controls Monitoring planning and reviewing results.


IMC: Integrated Marketing Communications :IMC: Integrated Marketing Communications The process of building and reinforcing mutually profitable relationships with employees, customers and other stakeholders, and the general public, by developing and coordinating a strategic communications program. Enables them to have a constructive encounter with the company/brand through a variety of media or other contacts.


IMC: Integrated Marketing Communications :IMC: Integrated Marketing Communications Unified image One look, one voice, strong brand image focus. Coordinated tone and look, with coordinated messages. Everything you do and don’t do can send a message. Advertising, PR, Personal Selling, Direct Marketing and Internet, Merchandising, Promotions, Interactive, Events.


Tough Marketing Questions :Tough Marketing Questions Spot and choose the right market segments? Differentiate our offering from competitors? Customization? Ways to grow business? Respond to customers who want price breaks? Improve sales force?


Tough Marketing Questions :Tough Marketing Questions Compete against low-cost, low price competitors, here and globally? Reduce acquisition costs? How do we build stronger brands? Keep customers loyal? Which customers are more important? Measure promotion paybacks?


Tough Marketing Questions :Tough Marketing Questions Establish multiple channels but manage channel conflict? How can we get other company departments to be customer-oriented?


Contents of Marketing Plan :Contents of Marketing Plan Executive Summary and Table of Contents Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections or Projected P & L’s Implementation & Controls