Marketing Plan
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Transcript of Marketing Plan
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Marketing Management
9 step plan
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Contents - 9 steps marketing 1. Understand – what is it?
2. Predict - What would be the future
3. Develop – What should I do?
4. Promote – How should I communicate with the customers
5. Identify opportunities – Where do we want to be?
6. Set objectives – What are our targets
7. Develop strategy – how do we reach there?
8. Formulate plans - decide today for tommorrow
9. Implement and control – ensure achievement
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9 step management
The Marketing Metrics 3
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The Firm & the External Environment
The Market OperationsUnderstand and Predict• Market• Customers• Competitors• Products
Develop Products• Expectations• Investments• Organisational Structure
A Comprehensive Model of Marketing
Promote• Products• The company• Sales to Prospects• Customer Partnerships
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Marketing Planning
5. Identify opportunities
6. Set Objectives
7. Develop Strategies
8. Formulate Plans
9. Implement and Control
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1 - Understand the MarketSize by sales
Size by units
Size by profits
Geography by units
Geography by sales
Channels by sales
Supermarket size by sales
Supermarket size by units
Competitors by units
Channel by units
Channel by profits
Specific segmentations by sales
Competitors by units
Competitors by profits
Customer type by sales
Specific Segmentation by units
Specific segmentation by profits
Technological influences
Customers type by units
Customer type by profits
Geography by sales
Manufacturing influences
Other influences
Financial influences
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The Market OperationsUnderstand and Predict• Market• Customers• competitors• Products
Develop Products• Expectations• Investments• Organizational
Structure
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Promote
•Products•The company•Sales to Prospects•Customer Partnerships
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UNDERSTAND the competitors
• Defining characteristics• Channels• Sales procedures• Terms and conditions• Services• Product set• Product Strategies• Profit Margins• Customer who• Customers why?• Promotional tactics
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•Marketing Strengths•Sales Strengths•Financial Strengths•Manufacturing Strengths•Technical Strengths•Marketing weaknesses•Sales weaknesses•Financial weaknesses•Manufacturing weaknesses•Technical weaknesses
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Understand - continueUnderstand the Customer Understand the products
•Define existing customers•Define potential customers•Product type buying criteria
•Competing products
•Product Categories
•Why used
•Substitutes
•Life cycle stage
•Vendor Criteria
•Buying pattern
•Decision Makers
•Decision Process
•Relation to other products•Percentage of cost•How the product works
•Product Use•Sales and Lost sales Analysis
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2 - Predict the MarketSize by sales
Size by units
Size by profits
Geography by units
Geography by sales
Channels by salesSupermarket size by sales
Supermarket size by units
Competitors by units
Channel by units
Channel by profits
Specific segmentations by salesCompetitors by units
Competitors by profits
Customer type by sales
Specific Segmentation by units
Specific segmentation by profits
Technological influencesCustomers type by units
Customer type by profits
Geography by sales
Manufacturing influences
Other influences
Financial influences
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Predict the competitorsDefining characteristics
Channels
Sales procedures
Terms and conditions
Services
Product set
Product Strategies
Profit Margins
Customer who
Customers why?
Promotional tactics
Marketing Strengths
Sales Strengths
Financial Strengths
Manufacturing Strengths
Technical Strengths
Marketing weaknesses
Sales weaknesses
Financial weaknesses
Manufacturing weaknesses
Technical weaknesses
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Predict - continuePredict the Customer Predict the products•Define existing customers•Define potential customers•Product type buying criteria
•Competing products•Product Categories•Why used•Substitutes•Life cycle stage
•Vendor Criteria•Buying pattern•Decision Makers•Decision Process
•Relation to other products•Percentage of cost•How the product works
•Product Use•Sales and Lost sales Analysis
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3 - DEVELOP
Develop Products–Product requirements
–Service Requirements
–Terms and Conditions
–Support Requirements
–Distribution outlets
–Time Frames
–Price
Develop Expectations–Environmental–Financial–Skills and Systems
Develop Investments• Promotional• Research and Development• Sales• Manufacturing• Operations• Management Information Services• Marketing
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•Marketing•Sales•Research and Development•Manufacturing•Operations•Management information Services
Developing Organisational Structure
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4 - PROMOTEPromoting the Company
–Media Relations
–Press Release
–Articles
–Sponsorships
–Advertising
–Investor Relations
–Newletters / Magazines
Promoting sales to prospects
–Presentations–Seminars
Promoting Customers Partnership
–Communication–Future Directions
Promoting the products
–Media advertising–Direct mail–Press Release–Collateral literature–Application information–Documentation–Trade Shows–Catalogs–Articles–Sales guide
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5 - Identify OpportunitiesIdentify Product / Market Opportunities
–Market Development–Product Development–Market Penetration
Identify Diversification Opportunities
–Concentric–Horizontal–Conglomerate
Identify Integrative Opportunities
–Backward–Forward–Horizontal
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6 - Set Objectives
Set Objectives to Environmental Constraints
•Supports a company opportunity•Measurable
Set objectives to Internal Requirements
•Specific•Measurable•Achievable•Realistic•Time bound
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7 - DEVELOP STRATEGYDevelop Target Market Strategy
–Map to existing segments
–Map to new segments
–Large enough
–Growing fast enough
–Available
–Unsatisfied needs
Develop Market Entry Strategy–Acquire–Develop–Collaborate
Develop Product Positioning
–Product
–Place
–Promotion
–Price
Develop Timing Strategy
–Dates
–Linkages
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8 - Formulate PlanFormulate Market Entry Plans
–Acquisition–Development–Collaboration
Formulate Product Positioning Plans
–Product–Place–Promotion–Price
Set budgets–Total marketing budget–Allocation to operational activities–Allocation to planning activities–Allocation among products
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9 - Implement and ControlPLAN REVIEWS–Market entry plans–Product positioning plansBUDGET REVIEWS
–Total budgets
–Operation budgets
–Planning budgets
–Product budgets
STRATEGY COLLABORATION
–Market Collaboration–Opportunity collaboration–Competitor collaboration
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Contents - 9 step management 1. Understand – what is it?
2. Predict - What would be the future
3. Develop – What should I do?
4. Promote – How should I communicate with the customers
5. Identify opportunities – Where do we want to be?
6. Set objectives – What are our targets
7. Develop strategy – how do we reach there?
8. Formulate plans
9. Implement and control
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ROE / ROA
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Thank you
Questions please
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