How to Create Effective Marketing plan

Trainer:
Mr. Imran Ejaz
Project Manager 3U1M
Achievements:-
❖ Launch of DLS, Unze London, Fruit Chill, Boom FM 106.6
Marketing Research for Spell group and Lake city
• Brand Activation of DLS, Unze London, Hush puppies and Nai-
Baat
Email:- Imran.Ejaz@Superior.Edu.pk/Pmms.3u1m@Superior.edu.pk
Contact:- 03241142018/03324905010
Prerequisite:-
 ▪ Marketing vs. Sales
▪ Marketing Planning Process
▪ Market Analysis
Learning Today:- ▪ Customer Driven Marketing
strategy
▪ Marketing Plan and Implementation
The Role Play
Marketing
Vs.
Sales
Marketing?
Marketing Process

Situational Analysis

Customer Driven
Marketing Strategy

Marketing Mix

Implementation & Control

 1.

Current
Situation
Analysis
 1.1

Know your
Customer
 1.1.1
Vs

Need Analysis
Vs

Vs
 1.1.2

Decision Making
Process
Activity 2-3
 1.2

Know your
Context
Activity 4
 ➢ Which competitors are market leaders, followers
and niche players?
➢ Which customer segment does each competitor
target?
➢ How is each competitor positioned in the
1.3 marketplace?
➢ What marketing strategies and tactics does each
major competitor employ?
➢ How does each competitor’s product different from
you?
Know your ➢ How do your marketing budgets compare?
Competitors
 1.3

Know your
Competitors
Activity 5-6-7-8
 1.4

Know your
Company
Activity 9
 ➢ Which are the strong enough to leverage?
➢ Which might be threatened by the decision at hand?
➢ Which need more work to ensure both partners’ mutual
success?
1.5 ➢ Analyze ways to increase the value the firm provides to its
collaborators and complementors.
➢ What does each collaborator and complementor get from
its relationship with the firm?
➢ How does the product help partners achieve their goals?
Know your ➢ How can you use this to motivate partners to help you
build your business?
Collaborators
 2

Customer Driven Marketing Strategy

 2.1

Segmentation
Descriptor A B
Demographics
Pervious institute Superior College or any Govt. degree college
other private college
Age 18-22 18-22
Gender M/F M/F
Education Intermediate (FA 40%), Intermediate (FA 50%+)
Family occupation Working professionals, White collar employees
business (with average (driver, security
monthly income of incharge), Small
80000+) business owner (with
average monthly
turnover of 40000)
Social Class Upper middle – middle Middle-middle lower
Family size 2-8 2-12
Family income 70000+ 30000-50000
Family system Joint Joint
Religion Muslims, Christians Muslims, Christians
Geographical
Country Pakistan 90%, UAE* 5%, Pakistan
Saudia* 5%
City Lahore, Shiekupura, Lahore, Shiekupura,
Kasur, Faisalabad, DG Kasur, Faisalabad, DG
khan, Bahawalpur khan, Bahawalpur
Psychographics

Personality type Extrovert, striver and Survivors

achiever
Hobbies Travelling, sports, social Tv, Book reading
media applications,
book reading
Activity 10
 2.2

Targeting
End-user profile 1: BS-Library Sciences End-user profile 2: BS-Library Sciences

Demographics Demographics
Pervious institute Superior College Previous institute Any other private college
Age 18-22 Age 18-20
Gender M/F Gender M/F
Education Intermediate (FA 40%) Education Intermediate (FA 40%)
Family occupation Working professional, Business Family occupation Working professional, Business
Social class Upper middle- middle class Social class Upper middle- middle class
Family size 2-8 Family size 2-7
Family income 70000+ Family income 100000+
Family System Joint Family System Joint
Religious Muslims, Christians
Religion Muslims, Christians
Geographical
Geographical
Country Pakistan 80%, UAE 10%, Saudia 10%
Country Pakistan 90%, UAE 5%, Saudia 5%
City Lahore, Shiekupura, Kasur, Faisalabad, DG
City Lahore, Shiekupura, Kasur, Faisalabad, DG
khan, Bahawalpur, Sargodha, Gujranwala
khan, Bahawalpur
Psychographics
Psychographics Personality type Striver and achiever
Personality type Extrovert Hobbies Travelling, sports, social media applications
Hobbies Travelling, sports, social media applications, Interest Social media, Vlogs on Youtube, tiktok and
book reading netflix
Interest Vlogs on Youtube, tiktok and netflix Behavior
Behavior Benefit Quality education + library management skills+
Benefit Quality education + library management skills university life
Involvement High Involvement High-med
Purchase decision Admission office experience, teachers behavior Purchase decision Admission office experience
Loyal status Hardcore loyal customers Loyal status Hardcore to shifting loyal customers
Information Friends, family , teachers, internet Information Friends, family , teachers, internet, seminars
Customer
Persona
 Build the Customer Persona

Activity 11
 3

The Marketing Mix

 • Design, Size, Colors, Quality, Packaging,
Product After Sale Service

• List price, discounts, payment terms,

Price special offers

• Location, channels of distribution, routes to

Place market: mail-order, telephone, internet
Marketing Mix
Promotion • Advertising, point of sale, Leaflets &
brochures, public relations, personal selling

• Roles and responsibilities, Service,

People appearance, attitudes
 Build the shortest Marketing Plan

Activity 12
 Marketing Plan
What? Why? When? How? How Who?
Much?
Product What products What need When do you How will the Product cost, Customers
do you need? does it fulfill? need it? product fit the volume to be segments to be
need? sold. Etc..? targeted?

Price What price will Why is that the How long will How will the How much Different
you sell for? right place? that price be price develop sales and prices for
valid? over time? margins will different
be created? segments?
Place How will Why choose When do How will we What are the How do
products be these customers create or enter cost/benefits of different
distributed? channels? choose these these segments use
different channels? channels? different
channels? channels?
Promotion What types of Why choose Timing, How will the Cost/benefits Targets groups
promotions these launch, promotion be of the for various
will be used? activities? lifecycle, etc..? executed? promotions? promotion?
QUESTIONS

?
The Project