Putting Together a Meaningful Plan Which Sets & Reviews Targets To Confirm Development Sucess
description
Transcript of Putting Together a Meaningful Plan Which Sets & Reviews Targets To Confirm Development Sucess
Putting Together A Meaningful Plan Which
Sets and Reviews Targets To Confirm Development Success
Date: 9th September 2010
Facilitator: Sammy Rose MBA, MCIMChartered Marketer
Mentor: Maxine Ward, BA Event Mgt, DipM MCIM
1
2
ROUND UP
3
Setting The Objective
4
Make Sure Your Objective Is SMART
Strategic
Measurable
Achievable
Realistic
Targeted & Timeframed
5
Setting Out Your Plan
Objective
Appraisal
� Customer/Consumer Make Up
� Competitor Analysis
� Cost & Distribution Processes
Strengths•Knowledge & Expertise•Establishment•Product Quality•Product Definition•Service & Accessories•Image•Pricing Policy•Customer Focus•Planning
Weaknesses•Manpower Resources•Financial Resources•Knowledge & Expertise•Lack of Customer Focus•Product Orientated•Pricing Policy•Image•Sales/After Sales Support•Planning
Opportunities•Government Legislation•Industry Standards•Monopolies•Market Niches•Changes in Customer Attitudes•Exports•New Technology
Threats•Government Legislation•Industry Codes of Conduct•Barriers to Entry•Price Wars•Changes in Customer Attitudes•Imports•New Technology
SWOT Chart
6
7
Setting Out Your Plan
Objective
Appraisal
� Customer/Consumer Make Up
� Competitor Analysis
� Cost & Distribution Processes
Strategy
� Product Proposition
� Target Audience
� Pricing Strategy
� Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
Setting Out Your Plan
8
Hig
hLo
w
High Low
Pote
ntial/A
ctu
al S
ale
s/M
ark
et S
hare
Product/Customer Matrix
Potential/Actual Contribution To Turnover
9
?
GIVING A PRODUCT ATTRIBUTES
Packaging
BrandFunctions
Colour
Appearance
Price
Size
Delivery
Extended
Warranty
Warranty
Satisfaction Guarantee
Range
Compatibility
Merchandise
Finance
Core Product
Optional
Extras
10
11
Setting Out Your Plan
Strategy
� Product Proposition
� Target Audience
� Pricing Strategy
� Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
B2C Business To Customer/ConsumerAccommodation Occupation
12
Target Audiences
B2B Business To Business
•S.I.C. Code
•Turnover
•Number of Employees
•Geography
FEMALES %
Males %
AGE
60+
45-59
30-44
20-29
16-19
<16
COUNCIL
PRE 1940`S
DETACHED
MODERN
SEMI/TERRACED
MODERN
DETACHED
RENTED
OWNED
OTHER
STUDENT
RETIRED
HOUSEWIVES
BLUE COLLAR
WHITE COLLAR
MANAGEMENT
PROFESSIONAL
OTHER DETAILS:
13
Setting Out Your Plan
Strategy
� Product Proposition
� Target Audience
� Pricing Strategy
� Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
BRAND MAPPINGHigh Price
Low Price
Low
Quality High
Quality
Rip off & false economy strategies
High Value Strategy
Premium Strategy
Good Value Strategy
Average Strategy
Economy Strategy
Superb Value Strategies
14
xx
x
xx
xx
xx
xx xx
xx
xx
x
x
SETTING THE PRICE POSITION
PRICE
PR
OD
UC
T Q
UA
LIT
Y
Low
M
ed
ium
H
igh
High Medium Low
Premium
Strategy
High Value
Strategy
Superb Value
Strategy
Over-charging
Strategy
Average
StrategyGood Value
Strategy
Rip Off
Strategy
False Economy
Strategy
Economy
Strategy
15
1 2 3
4 5 6
7 8 9
16
Setting Out Your Plan
Strategy
� Product Proposition
� Target Audience
� Pricing Strategy
� Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
A A WARENESS
I I NTEREST
D D ESIRE
A A CTION
17
18
Setting Out Your Plan
Objective
Appraisal
� Customer/Consumer Make Up
� Competitor Analysis
� Cost & Distribution Processes
Strategy
� Product Proposition
� Target Audience
� Pricing Strategy
� Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
?
FACTORS AFFECTING PRICE
Legal
ConstraintsCosts Objectives
Consumer
Attitudes
Company’s
Market
Profile
Differentials Potential
CompetitorsCompetitors
PRICE
19
Target Market Share
20
10%
6%
3%
2%
2%3%
3%
3%
2%
20%
10%
10%
10%
2%
7%
21
Setting Out Your Plan
Objective
Appraisal
� Customer/Consumer Make Up
� Competitor Analysis
� Cost & Distribution Processes
Strategy
� Product Proposition
� Target Audience
� Pricing Strategy
� Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe