The Marketing Plan

Major Components

Situation AnalysisProblems and OpportunitiesMarketing ObjectivesMarketing Strategies Implementation Evaluation

The Situational Analysis

Internal Considerations– Product– Promotion– Distribution– Price

Situational Analysis

External Considerations– Marketplace– Competition– Consumers– Demand– Environment

Problems and Opportunities

Identification Possible After SAProblems May be Opportunities in

DisguisePromotion only Solves

Communication Problems

Setting Objectives

Must be Specific and MeasurablePrimary Marketing Objectives

– Sales, Market Share, VolumeSecondary Objectives

– 4 P’s Product – brand Promotion - awareness Price - % markup Place - # outlets open

Examples of Objectives

Primary Marketing Objective– Pepsi will increase sales of Mountain Dew (domestically) by 10% over 2014 in

the next 12 months.– Apple will sell 7 million units of the Apple Watch by September 30, 2015.

Secondary Objectives– Sales Promotion

Proctor and Gamble will achieve a 30% coupon redemption rate with the June 2015 campaign.

– Advertising

Disney will achieve a 75% awareness rate in existing DVC members of the new WDW Polynesian Resort in 2015.

Marketing Strategies

Determine Target Market Investigate Segmentation Opportunities Product Strategies

– Branding– Packaging

Distribution– Push vs. Pull

Marketing Strategies

Promotion

Promotions Mix, use of technology based media vs. traditional, budget

Pricing

Skimming

Competitive

Penetration

Marketing Segmentation

Identifying groups of people with shared characteristics within the broad markets for consumer or business products

aggregating these groups into larger segments according to their mutual interest in the product’s utility

Steps to Segment

Identify the needs structure of the consumer population

Group the customers into homogeneous segments

Id factors that are correlated with the segments (segmentation variables)

Select your target market Develop your positioning strategy

Segmentation Variables

Demographics– age, income, sex, family

size

Geographics– regions, climate, density

Behavioristic – benefits sought, usage

rates, purchase occasion, psychographics

Classifications of 4 General Segmentation Characteristics

Target Markets

these are the aggregate segments that you will direct your marketing efforts towards

You’re prospects!

The Target Market Decision

Undifferentiated MarketingDifferentiated MarketingFocused (Concentrated

Marketing)

Advertising and Distribution

Direct Distribution - Network Marketing Indirect Distribution - resellers and channel

members to consider Three Primary Strategies

– Intensive– Selective– Exclusive

Marketing Strategies

Co-op Strategies IMC

– seek synergy

Implementation

Scheduling – when will you end and begin this plan, use calendar to identify which strategies will come into play at certain times of the year

Budgeting – how much will all of this cost, when will your payouts be?

Evaluation

Compare Against Quantifiable Objectives

Promotions Plan

natural outgrowth of the marketing plan outline of the actions, approaches and tactics that

will be used to meet promotions objectives. – Advertising– pr– Sales promotion– Personal selling– Direct marketing

often bounded by budgetary considerations

Advertising Pyramid

Action Desire Conviction Comprehension Awareness

IMC Objectives

should support marketing objectives

deal with all elements of the promotions mix. awareness, recall, likeability, recognition, action, sales, contacts (or calls), # media contacted and story pickups

Promotions Strategies

our plan of action! Broken into section for each of the elements of the promotions mix

utilizes the creative mix to mobilize the forces!

target audience product concept communications media Advertising, pr, personal selling message

Product Concept How will the ad present the

product? In terms of:

– Positioning– Differentiation– Life Cycle– Branding, packaging,

classification– Thinking or feeling?

Advertising Message

Copy Elements– Advertising appeals

Humor, fear, slice of life

– Copy Platform– Key Consumer Benefits to be identified

Art Elements– Visuals for packaging, ads, POP– Layout and Design

Sales Message

Id Contact Person Develop scripts for specific TMs Training Setting reasonable expectations Developing long-term relationships

Creative Mix

target audience - the people you want to speak to and address the message to

– Primary and Secondary product concept - the bundle of values or benefits

– may be psychological or utilitarian communications message

– TV, radio, magazines, newspaper advertising message - combo of art and copy and production to

form message pr message – what is the “newsworthy” item or message Sales promotion – target new segments and spur action Personal selling – demonstrate, address b to b customers,

develop trade show information, overcome objections Direct marketing – can this be a reasonable additions to mix?

Media Planning

Define Media Objectives– Reach, frequency, GRP, scheduling

Profile audiences/readershipMatch the audiences to the TMEvaluate economics of TM vs. TANegotiate purchases

Evaluation and Testing

Advertising Research

Pretest ads

Test Concept

Posttesting