The Marketing and Promotions Plan

Situation AnalysisProblems and Opportunities

Marketing ObjectivesMarketing Strategies Implementation Evaluation

Major Components

The Situational Analysis

A SA is a snapshot in time .. A picture of your company TODAY … you do not address plans, the future, etc. This is an analysis of the current situation!

Situation Analysis

2 primary sections

1) Internal Considerations – the marketing mix (in your control) Product Promotion Distribution Price

2) External Considerations (not in the control of the firm) Marketplace Competition Consumers Demand Environment

Product

What stage of the PLC are your products/organization?

What is your product mux in terms of the market share/market growth model (BCG)?

What are your products and attributes, competitive advantages?

What is the depth, width and length of your product line?

What is your branding strategy?

Price and Place

What is your current pricing strategy? Competitive, skimming, penetration, etc.?

Distribution How, when and

where do you deliver product to the consumer

Distribution Hours of operation Location Payment methods

What is your distribution strategy? Intensive, selective or exclusive?

Promotion

How do you communicate with consumers? What is your

promotions budget? Mix of personal

selling, advertising, sales promotion, direct marketing, social media efforts and PR

What has worked for you in the past in terms of communication with the consumer? What is your existing

promotions mix? Do you have any

slogans, or spokespersons

Situational Analysis

External Considerations Marketplace Competition Consumers Demand Environment Technology Political and Legal

Implications Situational Factors

External Factors – Outside of your control

Marketplace – what is your overall sales potential

Legal Issues – are there any concerns with current regulations, govt oversight?

Technology – does technology impact the delivery of your products and services? Does it impact changes in your product design?

Economy – how has the economy impacted your firm?

External Considerations

Competition 3 levels to discuss

Direct brand Substitute

(provides the same benefits

General – competing for your customer’s disposable income

Consumer Provide a detailed

profile of your consumer including: Demographics Geographics Behavioristics AIO (Attitudes,

Interests and Opinions)

External Considerations

Demand Analyze the

demand function of your consumer What price and set

of features are they seeking?

Additional External Situational Factors Could include

(depending on the business) sociodemographic trends, politics, etc.

Identification Possible After SA

Problems May be Opportunities in Disguise

Promotion only Solves Communication Problems

Problems and Opportunities

Must be Specific and Measurable

Primary Marketing Objectives Sales, Market Share, Volume

Secondary Objectives 4 P’s

Product – brand Promotion - awareness Price - % markup Place - # outlets open

Setting Objectives

Determine Target Market Investigate Segmentation Opportunities Product Strategies

Branding Packaging

Distribution Push vs. Pull

Marketing Strategies

PromotionPromotions Mix

Advertising, Sales Promotion, Personal Selling, Public Relations, Social Media, Direct MarketingPricing

SkimmingCompetitivePenetration

Marketing Strategies

these are the aggregate segments that you will direct your marketing efforts towards

You’re prospects!

Target Markets

Undifferentiated Marketing

Differentiated MarketingFocused (Concentrated Marketing)

The Target Market Decision

Identifying groups of people with shared characteristics within the broad markets for consumer or business products

aggregating these groups into larger segments according to their mutual interest in the product’s utility

Marketing Segmentation

Identify the needs structure of the consumer population

Group the customers into homogeneous segments

Id factors that are correlated with the segments (segmentation variables)

Select your target market Develop your positioning strategy

Steps to Segment

Segmentation Variables

Demographics age, income, sex,

family size

Geographics regions, climate,

density

Behavioristic benefits sought,

usage rates, purchase occasion, psychographics

Direct Distribution - Network Marketing Indirect Distribution - resellers and

channel members to consider Three Primary Strategies

Intensive Selective Exclusive

Distribution

Co-op Strategies IMC

seek synergy

Marketing Strategies

Scheduling – when will you end and begin this plan, use calendar to identify which strategies will come into play at certain times of the year

Budgeting – how much will all of this cost, when will your payouts be?

Implementation

Compare Against Quantifiable Objectives

Evaluation

natural outgrowth of the marketing plan outline of the actions, approaches and

tactics that will be used to meet promotions objectives. Advertising pr Sales promotion Personal selling Direct marketing

often bounded by budgetary considerations

Promotions Plan

Advertising Pyramid

Action Desire Conviction Comprehension Awareness

Promotions Objectives

should support marketing objectives

deal with all elements of the promotions mix. awareness, recall, likeability, recognition, action, sales, contacts (or calls), # media contacted and story pickups

our plan of action! Broken into section for each of the elements of the promotions mix

utilizes the creative mix to mobilize the forces!

target audience product concept communications media Advertising, pr, personal selling message

Promotions Strategies

Product Concept

How will the ad present the product?

In terms of: Positioning Differentiation Life Cycle Branding, packaging,

classification Thinking or feeling?

Copy Elements Advertising appeals

Humor, fear, slice of life Copy Platform Key Consumer Benefits to be identified

Art Elements Visuals for packaging, ads, POP Layout and Design

Advertising Message

Id Contact Person Develop scripts for specific TMs Training Setting reasonable expectations Developing long-term relationships

Sales Message

target audience - the people you want to speak to and address the message to Primary and Secondary

product concept - the bundle of values or benefits may be psychological or utilitarian

communications message TV, radio, magazines, newspaper

advertising message - combo of art and copy and production to form message

pr message – what is the “newsworthy” item or message Sales promotion – target new segments and spur action Personal selling – demonstrate, address b to b customers,

develop trade show information, overcome objections Direct marketing – can this be a reasonable additions to

mix?

Creative Mix

Define Media ObjectivesReach, frequency, GRP, scheduling

Profile audiences/readershipMatch the audiences to the TMEvaluate economics of TM vs. TA

Negotiate purchases

Media Planning

Evaluation and Testing

Advertising ResearchPretest adsTest ConceptPosttesting