Transcript THE MARKETING PLAN

THE MARKETING PLAN
Lindell Phillip Chew
[email protected]
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DEVELOPING YOUR MARKETING PLAN FOR
YOUR RESPONSIBILITY AREA
MY MARKETING PLAN
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OPPORTUNITYISNOWHERE!!!!!!!!!!!!
Planning a question and answer
process. The market plan asks and
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answers the question
"HOW DO WE GET THERE
FROM HERE?" (Just like planning
a family trip/vacation.)
REMEMBER HOW A AAA TRIP
TIX WORKS FOR YOU ON A
VACATION.!!!!!
THE TRIP
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WHERE are we new?
WHEN are we leaving?
WHERE should we go?
WHO will do the driving
WHERE have we decided to go?
WHY are we going?
WHAT are the conditions which may affect us? HOW are we
going?
HOW much will the trip cost? HOW will we meet our progress
WHAT is our plan for alternate routes? against our schedule?
(contingency plan)
An OPERATIONAL (ONE YEAR)
MARKETING PLAN………..
identifies strategies and
responsibilities for implementing
action programs to achieve desired
results.
(FISCAL YEAR,CALENDAR
YEAR, NEXT 12 MONTHS)
LENGTH
MARKETING PLANS MAY
ALSO BE INTERMEDIATE (1-5
YEARS) AND LONG RANGE
(STRATEGIC - EXTENDED
BEYOND FIVE YEARS)
AIM - Establishing Objectives
then
Accomplishing Them.
ORGANIZATION …….
1. Prepare marketing plan in a loose leaf
notebook form.
2. Number all pages.
3. Give date(s): when prepared, time period
covered.
4. Identify author(s).
5.Type double spaced with wide margins.
6. Index: Use headings and subheadings liberally
and divide with tabs.
Plan should be comprehensive
but not complicated.
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CONTENTS
1. Plan should be COMPREHENSIVE but NOT
complicated.
2. Persons not involved in the authorship SHOULD
be able to follow the planning logic and readily
ascertain their responsibilities.
There are SIX steps in developing an operational
marketing plan.
WELCOME ABOARD
Six steps in developing an
operational marketing plan.
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There are six steps in developing an operational
marketing plan.
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1. PREPARE COMPREHENSIVE FACT BASE
2. LIST PROBLEMS AND OPPORTUNITIES
3. STATE SPECIFIC OBJECTIVES
(FIRST STATE YOUR ASSUMPTIONS)
4. DEVELOP STRATEGY
5. ESTABLISH BUDGET
6. PROJECT SALES AND PROFIT
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YOU FIRST AIM AT
ESTABLISHING YOUR
OBJECTIVES AND THEN AT
ACCOMPLISHING THEM!!!!
Detailing the six steps…
1. PREPARE COMPREHENSIVE
FACT BASE
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*1ST.... GENERAL BUSINESS
PURPOSE
WE ARE IN THE BUSINESS TO
CREATE AND SERVICE OUR
CLIENTS……
WE………………………
THIS PLAN COVERS….
1.PREPARE COMPREHENSIVE
FACT BASE
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*1ST.... GENERAL BUSINESS PURPOSE
SALES
MARKETS
TRENDS
PRODUCTS, SERVICES
COMPETITION
DELIVERY INVENTORY
DISTRIBUTION, SALES FORCE
CUSTOMER AITITUDES
CUSTOMER COMMUNICATIONS
1.PREPARE COMPREHENSIVE
FACT BASE
SALES and PROFITS
12 MONTHS RUNNING
3-5 YEARS
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1.PREPARE COMPREHENSIVE
FACT BASE
 MARKETS
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TRENDS
PRODUCTS, SERVICES
1.PREPARE COMPREHENSIVE
FACT BASE
COMPETITION
The competitive landscape
Provide an overview of product
competitors, their strengths and
weaknesses
 Position each competitor’s product
against new product
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1.PREPARE COMPREHENSIVE
FACT BASE
DELIVERY INVENTORY
 DISTRIBUTION, SALES FORCE
 CUSTOMER ATTITUDES
 CUSTOMER COMMUNICATIONS
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2. LIST PROBLEMS AND
OPPORTUNITIES
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2. LIST PROBLEMS AND
OPPORTUNITIES
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IDENTIFY PROBLEMS ….HURDLES
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DEVIATIONS FROM ANTICIPATED
DETERENTS TO THE SMOOTH
OBSTACLES TO GOALS
IDENTIFY PROBLEMS
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DEVIATIONS FROM
ANTICIPATED
DETERENTS TO THE
SMOOTH
OBSTACLES TO GOALS
PROBLEMS
PROBLEM VS SYMPTOM
 INDUSTRY & COMPANY
 *SOLVABLE
 SOLVING
 PROBLEMS NO CONTROL
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ANALYZE
2. LIST PROBLEMS AND
OPPORTUNITIES (CONT.)
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OPPORTUNITIES - EXPLOITABLES
WHAT IS ......
WHERE TO LOOK ………
3. STATE SPECIFIC
OBJECTIVES –
3. STATE SPECIFICS
OBJECTIVES –
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FIRST….STATE YOUR
ASSUMPTIONS
3. STATE SPECIFIC OBJECTIVES Ğ
FIRST STATE YOUR ASSUMPTIONS
3. STATE SPECIFIC
OBJECTIVES –
--*STATE THEM
¥ CATEGORIZE
¥ BE SPECIFIC
TYPICAL CONCERNS
FORMULATE OBJECTIVES
* SPECIFIC
* QUANTIFY
Success Metrics
 First
year goals
 Additional year goals
 Measures of
success/failure
 Requirements for success
4. DEVELOP STRATEGY
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SPECIFIC ACTIVITIES
YOUR CALL TO ACTION
RESPONSIBITY ASSIGNMENTS
 DEADLINES
 PRIORITIES
 RESOURCES
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ELEMENTS
1. MARKET TARGETS
2. THE MARKETING MIX
(THE 5 P’S)
PRICE
PRODUCT
PLACE
PROMOTION
POLITICS
THE MARKETING MIX
(THE 5 P’S)
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PRICE
PRODUCT
PLACE
PROMOTION
POLITICS
Product Positioning
 Positioning
of product or service
 Statement that distinctly
defines the product in its
market and against its
competition over time
 Consumer promise
 Statement summarizing the
benefit of the product or
service to the consumer
Product Packaging &
Fulfillment
Product packaging
 Discuss form-factor, pricing, look,
strategy
 Discuss fulfillment issues for items
not shipped directly with product
 COGs
 Summarize Cost of Goods and
high-level Bill of Materials
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Promotional (Communication)
Strategies
Messaging
by
audience
Target consumer
demographics
Product Launch Strategies
Launch plan
 If product is being announced
 Promotion budget
 Supply back up material with
detailed budget information for
review
 PHASES 1, 2, 3,4
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Public Relations
 Strategy
& execution
 PR strategies
 PR plan highlights
 Have backup PR plan
including editorial calendars,
speaking engagements,
conference schedules, etc.
Advertising
 Strategy
& execution
Overview of strategy
Overview of media &
timing
Overview of ad spending
Other Promotion
Direct marketing
 Overview of strategy, vehicles &
timing
 Overview of response targets,
goals & budget
 Third-party marketing
 Co-marketing arrangements with
other companies
 Marketing programs
 Other promotional programs
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Pricing
 Pricing
 Summarize
specific pricing or
pricing strategies
 Compare to similar products
 Policies
 Summarize policy relevant to
understanding key pricing
issues
Place-Distribution
Distribution strategy
 Channels of distribution
 Summarize channels of
distribution
 Distribution by channel
 Show plan of what percent share
of distribution will be contributed
by each channel -- a pie chart
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Vertical Markets/Segments
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Vertical market opportunities
 Discuss specific market segment
opportunities
 Address distribution strategies for
those markets or segments
 Address use of third-party partner
role in distribution to vertical
markets
International
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International distribution
 Address distribution strategies
 Discuss issues specific to
international distribution
International pricing strategy
Localization issues
 Highlight requirements for local
product variations
Product Schedule
 12-month
schedule
highlights
 Timing
Isolate timing
dependencies critical to
success
STRATEGY ANALYSIS AND
EVALUATION
1. INTERNAL COMPATIBILITY
2. EXTERNAL COMPATIBILITY
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3. RESOURCE AVAILABILITY
4. RISK FACTOR
MOVING AHEAD …………….
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$$$$$$$
YOU FIRST AIM AT
ESTABLISHING YOUR
OBJECTIVES AND THEN AT
ACCOMPLISHING THEM!!!!
STRATEGY (CONT)
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THREE MUSTS
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* MEET DEADLINES
* CONTROL PERFORMANCE
*ALLOCATE RESOURCES
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STRATEGY MUST CALL FOR
IMMEDIATE ACTION.
OTHERWISE IT IS ONLY A
STATEMENT OF INTENT.
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*DEVELOP ALTERNATIVE
STRATEGIES
FUNCTIONAL
INTERDEPENDENCE
5. ESTABLISH BUDGET
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$$$$$$$$$$$$,RESOURCES &
TIME!!!!!!!!
BUDGET FOLLOWS STRATEGY
BUDGET FOLLOWS STRATEGY
MARKETING COSTS
order getting, filing
ESTABLISH
mechanical,
task & objective,
cooperative
BUDGET (CONT)
DECISIONS,,, MONEY$$$$$$$$$???????
ORGANIZE by MARKETING FUNCTION
VERSATILITY and CONTROL
EXERCISING CONTROL IS MANAGING
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6. PROJECT SALES AND
PROFIT
FORECAST
CONTROL UNITS
major and sub control units
IMPLEMENT IMMEDIATELY
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REVIEW YOUR MARKETING PLAN AT
LEAST MONTHLY!!!! $$$$$$$$$$$$$$$
OPPORTUNITYISNOWHERE!!!
!!!!!!!!!!!!!
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THIS CONCLUDES MY PRESENTATION
GO FOR IT
THE MARKETING PLAN
Lindell Phillip Chew
[email protected]

YOU FIRST AIM AT ESTABLISHING YOUR
OBJECTIVES AND THEN AT ACCOMPLISHING
THEM!!!!
1. PREPARE COMPREHEN SIVE FACT BASE
2. LIST PROBLEMS AND OPPORTUN ITIES
3. STATE SPECIFIC OBJECTIVES (FIRST STATE YOUR ASSUMPTIONS)
4. DEVELOP STRATEGY
5. ESTABLISH BUDGET
6. PROJECT SALES AND PROFIT