Transcript business center`s

Marketing Policy Class Slides (intended for use by enrolled students only)
Marketing Plan
A marketing plan is a written
document containing the
guidelines for the business
center’s marketing programs and
allocations over the planning
period.
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Marketing Plan Levels
Corporate
Group
Division/Dept
Current
Product/Service
New
Product/Service
Other
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Marketing Policy Class Slides (intended for use by enrolled students only)
Marketing Plan
Why do marketing planning?
• Coordination
• Reduce risk of failure
• Increased efficiency
• Resource allocation
• Gauge performance for control
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Marketing Plan for all businesses
1. Similarities
 Analysis, process, issues
2. Differences
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Resources available to develop the plan
Inputs
Who executes the plan
Single vs. multiple products or categories
Established brands & categories
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Marketing Policy Class Slides (intended for use by enrolled students only)
Objectives of a Marketing Plan
1. Define the current business situation.
2. Define problems and opportunities facing
the business.
3. Establish objectives.
4. Define the strategies and programs
necessary to achieve the objectives.
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Objectives of a Marketing Plan
5. Pinpoint responsibility for achieving
product objectives.
6. Encourage careful and disciplined
thinking.
7. Establish a customer/competitor
orientation.
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Marketing Plan Elements
• Company – Goals & Strategies, Brand, SWOT, Current customers and
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offerings, Objectives, Functional abilities
Customer – Market/category, Segments, Customers, size, trends, forecasts,
product life cycle, seasonality, Target, Buying and use characteristics
Competition – Identify, SWOT, Current customers and offering, Capacity,
Functional abilities, Current and future strategies
• Strategies & Objectives
• Product – Benefits, Gap analysis, Form factors,
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Packaging, Competitive
advantage over time, Line fit, Product Support
Price – Type (low, meet, premium), Value-Price-Cost, Line fit, Over time,
discounts
Place – Distribution channels, Placement in store, Discounts, Planogram,
Sales Force, Returns, Web site
Promotion – Advertising, POS (merchandising), Channel programs,
Tradeshows, PR, Web site, Literature, Messaging
Other – Financials (P&L), Monitor (reporting/reviews) & Controls, Internal
communication/partners, Contingencies, Environmental Factors, Market
Research, Partnerships, Exec. summary
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Marketing Policy Class Slides (intended for use by enrolled students only)
Frequent Mistakes in the Planning Process
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The right timeline
Insufficient/too much data
Who does the Planning?
Imposed structure
Plan horizon
Not tied to the customer
Jump directly to strategies and marketing mix
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Frequent Mistakes in the Planning Process
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Too many or too few options considered
Plan sits in a desk
Not used to gain organizational support
Lack of management sponsorship
Not built into position plans nor PE’s
Too many plans or too few
No measurable objectives
Not used/reviewed
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Examples
• Clorox Detergent
• HP Packaging
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Marketing Policy Class Slides (intended for use by enrolled students only)
Marketing Planning Sequence
Information collection
Analysis
Develop strategies &
tactics (programs)
Feedback
Develop Objectives
Develop Financials, reporting &
controls, contingencies
Reviews & Final
Measure & Control
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Sources of Information
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Internet
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Company website & Annual report
10K & 10Q
General Searches
Trade association websites
US census web site (www.census.gov),
(factfinder.census.gov), (censtats.census.gov)
Federal Statistics (www.fedstats.gov)
Whitehouse (www.whitehouse.gov)
Bureau of Economic Analysis (bea.gov)
Bureau of Labor Statistics (www.bls.gov)
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Marketing Policy Class Slides (intended for use by enrolled students only)
Sources of Information
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Library (secondary)
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III.
Business article DB searches
Business reference books
Lexis-Nexus
Journals & Industry magazines
Dunn & Bradstreet, Hoover
Ask at desk for sources (Margaret Millinger)
Other
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Observation: Store visits, website visits, etc.
Experts
Primary research
Firm’s historical information
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Marketing Policy Class Slides (intended for use by enrolled students only)
Marketing Plan Summary
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Executive summary
Situation analysis
Objectives
Product/brand strategy
Supporting marketing programs
Financial documents
Monitors and controls
Contingency plans
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Project selection tips
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Interest in company or product/service
Existing/older product category
Fairly oligopolistic
Public
US Domestic
Brand does not have to be established
(category does)
Tie Breaker (research)
Primary source: Lehmann & Winer, Analysis
for Marketing Planning
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Marketing Policy Class Slides (intended for use by enrolled students only)
Some elements of a good presentation
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Hits main or significant points
Logical flow
Has visual support
Bullet points (don’t read)
Customized for audience & objectives
Time for questions/discussion
All members present
Starts and ends on time
Suggest practicing before hand (timing,
transitions, verbalizing, etc.)
Dress appropriately
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Marketing Policy Class Slides (intended for use by enrolled students only)
Example
Ready to eat Dips (shelf stable dip)
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Marketing Policy Class Slides (intended for use by enrolled students only)
RTE Example
Situation
• Medium category growth (6-8%) and size / Objectives / Branding
• No non-refrigerated sour cream based dips
• R&D has expertise in this type of premium product
• Materials fit with other products, similar production
• Category competition: refrigerated sour cream dips, dry/mix dips, non-sour
cream based dips, other (beans, cheese)
Marketing Mix:
• Product – shelf stable sour cream based chip dip, exceptionally good flavor, 3
SKU’s/flavors, 12oz, salad dressing like packaging, low profile wide mouth
container, stackable too
• Price – premium to refrigerated, significantly higher than cheese and salsa
based
• Place – FDM, salad dressing isle, next to salad dressing i.e. adjacent
planograms (just below eye level) with 3 facings, use current sales force and
brokers (training & materials)
• Promotion – standard product launch of launch advertising with follow on
extensions, FSI, end caps, co-op media, advertising shows party atmosphere
centered around people having fun socializing while dipping chips into RTE dips
Other
• Financials
• Reporting and controls
• Contingencies
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