The Marketing Process, Planning

& The Marketing

Plan

Marketing ProcessConsists of: Analyzing Marketing Opportunities Researching and Selecting Target

Markets Designing Marketing Strategies Planning Marketing

Programs Implementing &

Controlling the Program

Marketing PlanningIs

Failing to Failing to PlanPlan,

PlanningPlanning to to

Fail?Fail?

Marketing Planning

Marketing Plan directs the marketing efforts of the firm.– Assembles pertinent facts about organization,

the markets it serves, its products/services, customers and competition.

– Forces department and functional managers to work together.

– Sets goals, objectives, tactics within time periods.

Contents of Marketing Plan

Executive Summary and Table of Contents

Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections

or Projected P & L’s Implementation & Controls

Contents of Marketing Plan

Executive Summary and Table of Contents– Permits senior management to grasp major thrust. – Briefly states

contents of the whole plan.

– Main goals and recommendations.

Contents of Marketing Plan

Current Marketing Situation– Relevant background/facts on firm,

sales, costs, the market, profits, history, growth, products, services, channels/ distribution, share of market, and competitors.

– SWOT Analysis– Trends & Macro/Broad

Environment

Contents of Marketing Plan

Opportunity and Issue Analysis– Major issues facing products and sales– Review of Key Issues & Opportunities

in SWOT Analysis

Strengths Weaknesses Opportunities Threats

Contents of Marketing Plan

Marketing Objectives– Financial and Marketing Goals, by

Sales Volume Market Share Profit Pricing Distribution objectives. – Increase / Achieve

Generate / Reach

Contents of Marketing Plan

Objectives vs. StrategiesGoal or Objective:

NY or San Francisco

Strategy: Air?

Car? Truck? Train? Walk?

Or Bike?

Objectives vs. Strategies

Objective:Objective:

San FranciscoSan FranciscoStrategy:Strategy:

BikeBikeTactic:Tactic:

3-Speed3-Speed

Contents of Marketing Plan

Marketing Strategies– Select Target Segments– Marketing Mix --- 4P’s– Positioning (“what the product does

and who is it for.”)– Distribution Strategies– The Game Plan

Contents of Marketing Plan

Action Plan or Program– Specific product, promotional,

pricing, and distribution tactics / activities.– Includes timing and

calendar

Contents of Marketing Plan

Financial Projections (Projected Profit and Loss)– Build a supporting budget– Forecasted sales volume– Average price and expenses

Implementation & Controls– Monitoring planning and reviewing results.

IMC: Integrated Marketing IMC: Integrated Marketing

CommunicationsCommunications The process of building and reinforcing

mutually profitable relationships with employees, customers and other stakeholders, and the general public, by developing and coordinating a strategic communications program.

Enables them to have a constructive encounter with the company/brand through a variety of media or other contacts.

IMC: Integrated Marketing IMC: Integrated Marketing

CommunicationsCommunications Unified image One look, one voice, strong brand image

focus. Coordinated tone and look, with

coordinated messages. Everything you do and don’t do can send

a message. Advertising, PR, Personal Selling,

Direct Marketing and Internet, Merchandising, Promotions, Interactive, Events.

Tough Marketing Tough Marketing Questions Questions

Spot and choose the right market segments?

Differentiate our offering from competitors? Customization?

Chasing variety-seeking and deal seeking customers?

Ways to grow business? Respond to customers who

want price breaks? Improve sales force?

Tough Marketing Tough Marketing Questions Questions

Compete against low-cost, low price competitors, here and globally?

Reduce acquisition costs? How do we build stronger brands? Keep customers loyal? Which customers are

more important? Measure promotion paybacks?

Tough Marketing Tough Marketing Questions Questions

Establish multiple channels but manage channel conflict?

How can we get other company departments to be customer-oriented?

Contents of Marketing Plan

Executive Summary and Table of Contents

Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections

or Projected P & L’s Implementation & Controls