logging in or signing up Mraketing Plan ppt yodhia1971 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 883 Category: Business & Fin.. License: All Rights Reserved Like it (3) Dislike it (0) Added: March 29, 2009 This Presentation is Public Favorites: 3 Presentation Description Excellent presentation slides on marketing plan Comments Posting comment... By: deni_indrayana (8 month(s) ago) nice prsentation Saving..... Post Reply Close Saving..... Edit Comment Close By: vger (16 month(s) ago) Thank you for the nice PPT presentation. Saving..... Post Reply Close Saving..... Edit Comment Close By: scorpoprince (28 month(s) ago) Its good,but it would be nice if you allow , ppt download Saving..... Post Reply Close Saving..... Edit Comment Close By: nguyenhongnhat1908 (32 month(s) ago) very good Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: Creating An Effective Marketing Plan Slide 2: You can download this presentation at: www.studymarketing.org Visit www.studymarketing.org for more presentations on marketing management and business strategy Slide 3: Key Elements of Marketing Plan Outline or Table of Contents Executive Summary Situation Analysis Objectives Strategies Tactics Budget Slide 4: The outline is the headings of each section with page numbers (remember to include page numbers—without them, anybody reading your plan is lost). Outline or Table of Contents Slide 5: Begin your marketing plan with a one-page summary of the circumstances and principal recommendations contained in the plan. Executive Summary Slide 6: Summary allows everyone to grasp quickly the main thrust of the plan and then lets them read further in search of the information most critical to his or her part in it. Executive Summary Slide 7: This section describes where your company stands at that moment in time. It includes background on past sales, major competitors, and explanations of recent sales and profit results. Situation Analysis Slide 8: It should also feature a forecast for the industry, including opportunities and threats and some mention of the company's strengths and weaknesses versus the competition. Situation Analysis Slide 9: Every company has objectives. They are simply a matter of deciding where you want to be and when you want to get there. Objectives Slide 10: Objectives Is the purpose of your marketing plan to launch a new product or line of products? If so, your objective might read, "Achieve 10 percent market share within the first 12 months of product launch." Slide 11: Objectives Is the purpose of your marketing plan to boost revenue from existing products? Your objective then might read, "Increase revenue 12 percent from our existing line of products over the next six months while maintaining current profit margins." Slide 12: Strategies Strategies are the things you need to do to accomplish your objectives. If your objective is where you want your company to be, the strategy is the route you need to take to get there. Slide 13: Strategies For example, if the objective is to increase sales revenue, your strategies might be one or more of the following: Increase the average price on all units Increase overall sales volume Sell more of the higher-priced units Any combination of these Slide 14: Tactics Whereas strategies establish a broad outline of how you want to achieve your objectives, tactics are specific actions. "Increase awareness among potential customers" is a strategy. "Develop a brochure to send to new prospects" is simply a tactic for implementing that strategy. Slide 15: Budget Of course, each tactic has a price. Add up all that you plan to use and you know what your budget must be to achieve your goals. Slide 16: Marketing Plan: An Example PlasticMaker Inc. Slide 17: Executive Summary PlasticMaker is a plastic injection molding firm with annual sales of $2 million. This plan was developed to provide opportunities for increasing sales 40 percent or more over the next three years. The company will expand its sales territory and attract new customers through direct mailing, publicity, and the personal selling efforts of independent manufacturers' representatives. Slide 18: Situation Analysis PlasticMaker uses technologically advanced plastic molding equipment capable of unattended operation to provide just-in-time service to clients in Minnesota, Wisconsin, and Michigan's Upper Peninsula. Slide 19: Sales have been flat over the past two years due to a highly price-competitive market, but have experienced steady growth the four previous years. The company has an excellent reputation and typically turns 15 percent of quote requests into customers. Situation Analysis Slide 20: Opportunities exist for expansion to Illinois and Iowa due to higher price points and fewer competitors in this region. Situation Analysis Slide 21: Objectives Increase sales 40 percent over the next three years while maintaining 20 percent profit margins or better. Retain current mix of customers so no one customer represents more than 20 percent of sales. Relieve Joe Dokes, owner, of the burden of sales, allowing him more time for administration and quality control. Slide 22: Strategies In all promotion materials, present clear, consistent image of quality and service to target market. Hire Independent Manufacturers' Sales Organization to relieve Dokes of sales responsibilities. Expand to markets beyond current geographic region of Minnesota, Wisconsin and the Upper Peninsula. Slide 23: Strategies Provide ample sales support for sales representatives. Develop training programs for sales representatives designed to encourage loyalty and enhance service image of firm. Respond to quote requests faster. Slide 24: Tactics Seek out, retain, and train independent sales representatives (at a 10-percent commission rate) to cover the territory of Illinois and Iowa, which will increase customer base by 120 percent. Purchase CAD/CAM design system. Customer research indicates it is important to return quote requests promptly. Current average turnaround time is ten days. PlasticMaker will cut this time to five days by purchasing a CAD/CAM design system and using computer-dedicated fax lines to return quote requests promptly. Slide 25: Tactics Hold annual sales meeting. The additional sales representatives require training and a sense of "team spirit." Develop new brochure. Feedback from the field indicates a need for a more detailed brochure that can be used as a direct mailing prior to a sales call, a "leave behind" at the sales call, or as a follow-up to a customer contact. Slide 26: Tactics Obtain magazine reprints. Use high-quality reprints of company's trade journal advertisements for distribution by sales representatives, in mailings, and at trade shows. Publicity. The company will use its public relations agency to develop articles of interest to the industry while portraying the firm in a positive light. Emphasis will be placed on publications in the Midwest, particularly in Illinois, Iowa, and Wisconsin. Slide 27: Tactics Direct mailing. Purchase prospective customer mailing lists targeting by ZIP Code (Illinois, Iowa), Standard Industry Classification (SIC) code, and sales (over $10 million but less than $1 billion). Develop mailing designed to attract 5 percent or better prospect inquiries, of which 15 percent will become customers. Provide lists to sales representatives and notify them which portion of the list will be mailed and when. Slide 28: Source of Reference Marian Wood, Marketing Plan Handbook, Prentice Hall. You can obtain this excellent book at this link: http://www.amazon.com/Marketing-Plan-Handbook-Marian-Burk/dp/0132237555/ref=sr_1_6?ie=UTF8&s=books&qid=1219803581&sr=1-6 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
Mraketing Plan ppt yodhia1971 Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 883 Category: Business & Fin.. License: All Rights Reserved Like it (3) Dislike it (0) Added: March 29, 2009 This Presentation is Public Favorites: 3 Presentation Description Excellent presentation slides on marketing plan Comments Posting comment... By: deni_indrayana (8 month(s) ago) nice prsentation Saving..... Post Reply Close Saving..... Edit Comment Close By: vger (16 month(s) ago) Thank you for the nice PPT presentation. Saving..... Post Reply Close Saving..... Edit Comment Close By: scorpoprince (28 month(s) ago) Its good,but it would be nice if you allow , ppt download Saving..... Post Reply Close Saving..... Edit Comment Close By: nguyenhongnhat1908 (32 month(s) ago) very good Saving..... Post Reply Close Saving..... Edit Comment Close Premium member Presentation Transcript Slide 1: Creating An Effective Marketing Plan Slide 2: You can download this presentation at: www.studymarketing.org Visit www.studymarketing.org for more presentations on marketing management and business strategy Slide 3: Key Elements of Marketing Plan Outline or Table of Contents Executive Summary Situation Analysis Objectives Strategies Tactics Budget Slide 4: The outline is the headings of each section with page numbers (remember to include page numbers—without them, anybody reading your plan is lost). Outline or Table of Contents Slide 5: Begin your marketing plan with a one-page summary of the circumstances and principal recommendations contained in the plan. Executive Summary Slide 6: Summary allows everyone to grasp quickly the main thrust of the plan and then lets them read further in search of the information most critical to his or her part in it. Executive Summary Slide 7: This section describes where your company stands at that moment in time. It includes background on past sales, major competitors, and explanations of recent sales and profit results. Situation Analysis Slide 8: It should also feature a forecast for the industry, including opportunities and threats and some mention of the company's strengths and weaknesses versus the competition. Situation Analysis Slide 9: Every company has objectives. They are simply a matter of deciding where you want to be and when you want to get there. Objectives Slide 10: Objectives Is the purpose of your marketing plan to launch a new product or line of products? If so, your objective might read, "Achieve 10 percent market share within the first 12 months of product launch." Slide 11: Objectives Is the purpose of your marketing plan to boost revenue from existing products? Your objective then might read, "Increase revenue 12 percent from our existing line of products over the next six months while maintaining current profit margins." Slide 12: Strategies Strategies are the things you need to do to accomplish your objectives. If your objective is where you want your company to be, the strategy is the route you need to take to get there. Slide 13: Strategies For example, if the objective is to increase sales revenue, your strategies might be one or more of the following: Increase the average price on all units Increase overall sales volume Sell more of the higher-priced units Any combination of these Slide 14: Tactics Whereas strategies establish a broad outline of how you want to achieve your objectives, tactics are specific actions. "Increase awareness among potential customers" is a strategy. "Develop a brochure to send to new prospects" is simply a tactic for implementing that strategy. Slide 15: Budget Of course, each tactic has a price. Add up all that you plan to use and you know what your budget must be to achieve your goals. Slide 16: Marketing Plan: An Example PlasticMaker Inc. Slide 17: Executive Summary PlasticMaker is a plastic injection molding firm with annual sales of $2 million. This plan was developed to provide opportunities for increasing sales 40 percent or more over the next three years. The company will expand its sales territory and attract new customers through direct mailing, publicity, and the personal selling efforts of independent manufacturers' representatives. Slide 18: Situation Analysis PlasticMaker uses technologically advanced plastic molding equipment capable of unattended operation to provide just-in-time service to clients in Minnesota, Wisconsin, and Michigan's Upper Peninsula. Slide 19: Sales have been flat over the past two years due to a highly price-competitive market, but have experienced steady growth the four previous years. The company has an excellent reputation and typically turns 15 percent of quote requests into customers. Situation Analysis Slide 20: Opportunities exist for expansion to Illinois and Iowa due to higher price points and fewer competitors in this region. Situation Analysis Slide 21: Objectives Increase sales 40 percent over the next three years while maintaining 20 percent profit margins or better. Retain current mix of customers so no one customer represents more than 20 percent of sales. Relieve Joe Dokes, owner, of the burden of sales, allowing him more time for administration and quality control. Slide 22: Strategies In all promotion materials, present clear, consistent image of quality and service to target market. Hire Independent Manufacturers' Sales Organization to relieve Dokes of sales responsibilities. Expand to markets beyond current geographic region of Minnesota, Wisconsin and the Upper Peninsula. Slide 23: Strategies Provide ample sales support for sales representatives. Develop training programs for sales representatives designed to encourage loyalty and enhance service image of firm. Respond to quote requests faster. Slide 24: Tactics Seek out, retain, and train independent sales representatives (at a 10-percent commission rate) to cover the territory of Illinois and Iowa, which will increase customer base by 120 percent. Purchase CAD/CAM design system. Customer research indicates it is important to return quote requests promptly. Current average turnaround time is ten days. PlasticMaker will cut this time to five days by purchasing a CAD/CAM design system and using computer-dedicated fax lines to return quote requests promptly. Slide 25: Tactics Hold annual sales meeting. The additional sales representatives require training and a sense of "team spirit." Develop new brochure. Feedback from the field indicates a need for a more detailed brochure that can be used as a direct mailing prior to a sales call, a "leave behind" at the sales call, or as a follow-up to a customer contact. Slide 26: Tactics Obtain magazine reprints. Use high-quality reprints of company's trade journal advertisements for distribution by sales representatives, in mailings, and at trade shows. Publicity. The company will use its public relations agency to develop articles of interest to the industry while portraying the firm in a positive light. Emphasis will be placed on publications in the Midwest, particularly in Illinois, Iowa, and Wisconsin. Slide 27: Tactics Direct mailing. Purchase prospective customer mailing lists targeting by ZIP Code (Illinois, Iowa), Standard Industry Classification (SIC) code, and sales (over $10 million but less than $1 billion). Develop mailing designed to attract 5 percent or better prospect inquiries, of which 15 percent will become customers. Provide lists to sales representatives and notify them which portion of the list will be mailed and when. Slide 28: Source of Reference Marian Wood, Marketing Plan Handbook, Prentice Hall. You can obtain this excellent book at this link: http://www.amazon.com/Marketing-Plan-Handbook-Marian-Burk/dp/0132237555/ref=sr_1_6?ie=UTF8&s=books&qid=1219803581&sr=1-6