Objective Marketer piattaforma di social marketing by Sebastiano Cappa
Marketing Objective(s)
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Marketing Objective(s)
description
Marketing Objective(s). Marketing Objective(s). Are measurable ( SMART) Sales number (“ship 328,000 cases in 2012”) Share number (Increase market share by 1.2%) Number leading to sales and competitive advantage Increased trial Increased usage frequency Increased awareness (maybe) - PowerPoint PPT Presentation
Transcript of Marketing Objective(s)
Marketing Strategy
Marketing Objective(s)Marketing Objective(s)Are measurable (SMART)
Sales number (ship 328,000 cases in 2012)
Share number (Increase market share by 1.2%)
Number leading to sales and competitive advantage Increased trialIncreased usage frequencyIncreased awareness (maybe)Increased penetration (new market)
Whats our marketing objective for Papa Johns?
RationaleSales history
Attitudinal Changes
Marketing effort
Use numbers to defend numbers!Marketing MoleculeFind a way to show the planning process visuallyI like this better at the end of the plan
BudgetStraight line method$ad/sales ratio X unit sales projection
New products are tougher. Need benchmarks.
Marketing Mix allocation
How do you decide? PR? DM? Events? Sales Promo?
One starting point: 50%/50% McDonalds Chicken Breakfast Biscuit
DataMcDonalds new menu items averages:Trial percentage: 31%Traffic increase: +17.65%Share shift:+.05%4-Week sales units: 572,0004-Weel sales revenue: $1,470,000Pull through revenue on other products: $5,200,000Advertising to sales ratios: Brand: $2; Promotional item: $2.50-$5.00 depending on pull through.RecommendA Marketing Objective
A Budget
Rationale for both
Are there any special budget considerations for this campaign?
