The Strategic Planning Process

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Review the Marketing Plan First

All marketing communication must be consistent with, and in support of, the overall marketing plan.

Product Description,Market Assessment,Source of business,Competitive Evaluation,Marketing objectives

Product Description: Research the product and its uses. Determine your audience. Write the article linking features and benefits. Use clear and decisive language and include a call-to-action.

Market Assessment:

Product Description,Market Assessment,Source of business,Competitive Evaluation,Marketing objectives

Source of business: The business source is very important role in this area. Expectations must be stable.

Competitive Evaluation: Competitive evaluation Assess the positioning of your product or service in the market.

Marketing objectives: Product,Price,Placement and promotion. 4P

The Five-Step Strategic Planning Process

The Five-Step Strategic Planning Process

1- Select the Target Audience:

Where are sales or usage come from ?

What do we know about the target audience?

Where does the trade fit?

2-Understand Target Audience Decision Making

The Five-Step Strategic Planning Process

3- Determine the Best Positioning

Strategic planning process is to determine how best to position your brand.

The strategic planning process must address the particular communication positioning that will be adopted for brand.

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The Five-Step Strategic Planning Process

4-Develop a Communication Strategy

Communication Effects

-Category Need: There is no single standard definition for any category. A category may be narrowly defined or very broadly defined, depending on many factors .

-The key factor to be remembered is that the deciding factor is the consumer’s perspective.

Develop a Communication Strategy

Category need:

1. What is the consumer need? – define the consumer need.2. What provides a similar solution to the need?3. What does the consumer see as substitutes?4. What does the consumer see as inter-related?5. Is the information measurable?6. What is the group of products that comprise of the category?

Develop a Communication Strategy

Brand Awareness: The likelihood consumer recognize the existence and availability of a company’s product or service.

Recall – Recognition

Brand Awareness Advantages:

1- Learning advantage

2- Consideration advantage

3- Choice advantage

Develop a Communication Strategy

Brand Attitude: The brand attitude will tell what people think about a product or service, whether the product answers a consumer need, and just how much the product is wanted by the consumer. Knowledge of brand attitude is very helpful in planning an advertising campaign.

Quality and the satisfaction

Develop a Communication Strategy

Brand Purchase Intention: The likelihood that a consumer will buy a particular product resulting from the interaction of his or her need it,attitude towards it and perceptions of it and of the company which produces it.

Brand Attitude Strategy

Brand Attitude Strategy

+High Involvement/Emotional

Business purchases that fall into this category might include such things as office design,advertising,and perhaps the hiring of certain employees.

Examples: Sports cars,vacations.

The content and style of your visuals should strong,original and rich in story value.As should be your copy.

Use music to engage people emotionally.

Brand Attitude Strategy

High Involvement – Rational

In this category you find expensive business purchases; anything relating to the technological infrastructure, the office location and lease, as well as the company health insurance plan.

Examples: Network software, office furnature,health insurance.

Brand Attitude Strategy

+Low involvement /emotional

The gratification we get from these products is emotional or sensual.But fleeting; it does not last a long time.So we do not spend a lot of time thinking about the purchase.

Examples: Movies,candy,magazine or a birthday card.Perhaps selecting a restaurant for a special occasion.

Brand Attitude Strategy

Low involvement /rational

These are things we buy out of habit, without much thought. This category includes most of the things you put into your basket at the drug store or market. The places you eat lunch, say the local McDonald's. And office supplies.

Example: Package goods, lunch choices. Consider price and sample coupons.

The Five-Step Strategic Planning Process

5- Set a Media Strategy

Advertising management puts it dealt with the application process, media strategies, media plans and the strategic decisions made in the includes.

Media strategy, selecting the target audience, determine the goals of media, media types and selection of specific media vehicles and media programs with the work carried out includes the issues.

Set a Media Strategy

Media strategy, usually related to each other is discussed in four stages. These are:

1 - The target group selection

2 - Determining the goals of the media

3 - Determination of the media types, specific media vehicles.

4 - Preparation of media programs (media, timing)

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