Session 10 - Marketing Plan

Session 9 – Marketing Campaign
The marketing plan

List the marketing management functions, including the elements of a
marketing plan, and discuss the importance of measuring and managing
marketing return on investment.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
Figure 2.6 Analysis, Planning, Implementation, and Control
Market Planning—Parts of a Marketing Plan
Executive Marketing Threats and

summary situation opportunities
Objectives and Marketing Action

issues strategy programs
Budgets Controls
and probably offending twice as many customers!
Strategic vs. tactical marketing plan

MARKETING INSIGHT
• Tactical marketing plan

Already, companies led by chief executives with a proactive orientation that stretches beyond
• Strategic marketing plan
the end of the current fiscal year have begun to show results visibly better than the old reac-
+ covers a period (3-5 years)

tive companies with only a short-term vision. + covers the actions to be taken
beyond the next fiscal year during a short-term planning
Strategy period (one year or less)
Ineffective Effective
Die
Efficient
Thrive
(quickly)
1
3
Tactics
Inefficient
Die
Survive
(slowly)
2
4
Figure 2.6: Strategy/tactics matrix.
The Strategic Plan
(output of the planning process)
Mission statement
Financial summary
Market overview
1. Mission SWOT analyses
Assumptions
Phase One
2. Corporate objectives Marketing objectives and strategies
Goal Setting
Three-year forecast and budgets
3. Marketing audit
4. Market overview
Phase Two
Situation Review 5. SWOT analyses
6. Assumptions
7. Marketing objectives and strategies

Phase Three
Strategy Formulation 8. Estimate expected results and identify alternative plans and mixes
9. Budget Measurement
and
Phase Four 10. First year detailed implementation programme review
Resource Allocation and Monitoring
Figure 2.11: The 10 steps of the strategic marketing planning process.

Marketing plan
Executive summary
Marketing situation
Threats & opportunities
Objectives
Strategy
Programs
Budgets & Control

01: Executive summary
A brief description of the whole marketing plan
- Company Overview
- Target markets & Key customers
- Marketing strategies for growth
- Marketing objectives
02: Marketing Situation
What is the current situation?
1. Market Needs
2. The market
- Market trends
- Market growth
3. The company
- Mission
- Product/Service offering
Customers?
Industry Analysis (PEST Industry Analysis)
Competition
- Key competitors?
- Market share?
- New Product launch?
- Other info?
Competitor Analysis
Assessing Competitors
Competitors’ objectives Competitors’ strategies
• Profitability • Strategic group offers

• Market share growth the strongest
• Cash flow competition
• Technological
leadership
• Service leadership
understand local customers’ tastes and habits. They also offer familiar
traditional meals which are easily accepted by all Vietnamese
Competitor analysis consumers.
Establ Global Stores in Market Delivery

Competitor Strengths Weaknesses
ished stores Vietnam share service
exponentially The existence
grown on all of other
Jollibee 1996 720 30 2% ×
aspects on competitors
operation
Customers are unhealthy

food menu
KFC 1997 32 500 135 79% ˇ loyal to the
brand
similar flavor to
Vietnamese Lack of
Lotteria 1998 15 770 155 12% ˇ
customers’ taste information
satisfaction is
on top of global
declining
Pizza Hut 2007 11 600 40 2% ˇ full-service
from loyal
restaurant tree
customers
serves lots of doesn’t

advertise
burgers that
their
Burger King 2012 12 000 20 × isn’t available in
products like
other
others
restaurants
Mc Donald’s 2014 34 490 1 ˇ Strong brand

Unhealthy
Copyright © 2018,name,
2016,image
2014 Pearson Education, Inc. All Rights Reserved.
Competitor Analysis
Assessing Competitors
Competitors’ • What can our competitors do?

strengths and
weaknesses • Benchmarking
Estimating
competitors’ • What will our competitors do?
reactions
2. What are their S.W.O.T?
Competitor’s strength & weakness

Strengths Weaknesses
Huge popular brand name and High fat and high calorie
high brand loyalty food not good for health
High number of products conscious people
Hygienic food and quick service Franchise management
Good advertising and marketing globally is a challenge
Opportunities Threats
Introduce better vegetarian Threat from other eating
products joints/restaurants
Venture into newer markets With the lifestyle of people
More spending on the resources changing due to growing
and development as well as awareness about healthier
introducing new food items and food people now look for
products something healthy, low
calories and delicious at the
same time
3. What are their strategic objectives and thrust?

03: Threats & opportunities
Internal analysis
SWOT?
SWOT Analysis
04: Objectives
What are we trying to achieve?
stated objective will make a cost-effective contribution to com- corporate objectives are to be
pany profits, unless it derives logically and directly from an objec- achieved through the use
04: Objectives
tive at a higher level.
Corporate objectives and strategies can be simplified in the
following way:
of its resources
Corporate Objectives
A corporate objective describes a desired destination or result (desired
level of profitability)
Corporate strategies define how corporate objectives are to be achieved
Corporate objective
• desired level of profitability
Corporate strategies
• which products and which markets (marketing)
• what kind of facilities (operations, distribution, IT, R and D, etc.)
• size and character of the staff/labour force (personnel, resource management)
• funding (finance)
• other corporate strategies such as social responsibility, sustainability, corporate image,
stock market image, employee image, etc.
04: Objectives
Marketing Objectives
Marketing objectives: what products are to be sold into what markets
+ existing products in existing markets
+ new products in existing markets
+ existing products in new markets
+ new products in new markets
Question: Suggest examples of marketing objectives
05: Marketing Strategy
What is our marketing strategy?
05: Marketing Strategy
Channel Segmentation
Customer Targeting
Product Positioning
06: Action Programs
What actions do we need to take?
06: Action Programs
Marketing Mix
- Product
- Price
- Promotion
- Place
- People
- Process
- Physical evidence
06: Action Programs
Promotional Mix
- Advertising
- Sales promotion
- Personal selling
- Public relations (Events/sponsorship)
- Direct / Digital marketing
07: Budgets
How much will it cost us?
Coffee 500,000 4.7 2,350,000
07: Budgets
TOTAL 28,925,000
5.2. Expense Forecast

5.2.1. Marketing expense:
Cost centre Description Notes Budget guidance
(USD)
Module 1: Establish 590,000

Teaser phase
1. “Who is PG team with T-shirts 30,000
McDonald?” wandering around to
teaser create curiosity.
2 teams ( 20PGs) / 2
vans/ 15 shopping
malls/ 4weekends in
HCM
2. “Try the Social Media 20,000
BigMac” Tea Parties
outreach
Launching phase
Ambience marketing Group of young model 100,000
going around shopping
mall and come back to
their bill board.
5 young models/ 4 bill

board/ 2hours in each
mall/ 12weekends in
HCM
28
FROM 3/2014 TO 3/2015] March 1, 2014
Documentary film Inspire video clip & 3 80,000

viral clips
Launch event (Project Glamorous event with 40,000
Mapping) Vietnamese celebrities
Project Mapping (5
hours/ Bitexco
Building)
Brand activation 20,000
Module 2: 25,000
Experience
1. Training staff TBC
2. Flagship store
environment
3. Window
display
4. In store 3 months/1 store 18,000
activation
5. In store Coding for touch TBC
Interactive screen
touch screen
Module 3: Engage 78,000
Creativity contest 78,000
(Online Engagement)
Module 4: Ongoing 379,870
Activities (Digital) Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
1. Website Website Design, 22,690
Module 3: Engage 78,000
Creativity contest 78,000
(Online Engagement)
Activities (Digital)
1. Website Website Design, 22,690
Creative &
Development
Maintenance
Concept Development
& Update
2. Facebook fan FB Fan page Building 12 months content 37,100
page & Development strategy development
& management
Game Application
3. Social media Display Ads Creative & 140,080
(influencers) Production
Display Ads Booking
29
[MCDONALDS MARKETING PLAN IN HO CHI MINH CITY
FROM 3/2014 TO 3/2015] March 1, 2014
Online PR
Online Media
Influencers
Media Booking &

Planning fee
Activities (ATL &
POSM)
1. Traditional PR, Magazines 200,000
print ads
2. Billboard 50,000
3. Partnership 50,000
magazine
4. POSM Name card, booklet, Creative design cost 20,000
brochure, standee, only & production cost
poster, leaflet, excludes
uniform…
Module 6: Agency 71,600
project management
Client service and Strategic planning 51,600
management (12 Project management
months) Clients service &
digital campaign
manager
TOTAL 1,553,470
Marketing expense is 5% revenue

Clients service & lOMoARcPSD|10459170
digital campaign
manager
TOTAL 1,553,470
[MCDONALDS MARKETING PLAN IN HO CHI MINH CITY
FROM 3/2014 TO 3/2015] March 1, 2
Marketing expense is 5% revenue
5.2.2. Total expense:

Cost of products 2,737,619
Activity Cost (USD)
Salaries 723,810
Marketing Expense 1,553,470
Utilities 298,095
Mc delivery service 54,762
Interest expense 109,524
Adapting 11,429
Depreciation 25,238
automated
machines
5,513,947
5.3. Total profit
30
McDonald’s first year profit forecasted is:
28,925,000– 5,513,947= 23,411,053 (USD)
Downloaded by Mai Le Thi Thu (mailt.neu@gmail.com)
6.1. Implementation Schedule:
Marketing activity Start Date End Date
Module 1: Establish 1/3/2014 30/6/2014
Teaser phase
3. “Who is McDonald?” teaser 1/3/2014 31/3/2014
4. “Try the BigMac” outreach 1/3/2014 31/3/2014
Launching phase
Ambience marketing 1/4/2014 30/6/2014
Documentary film 1/4/2014 30/6/2014
Launch event (Project Mapping) 1/4/2014 30/6/2014
Brand activation 1/4/2014 30/6/2014
Module 2: Experience 1/3/2014 1/3/2015
6. Training staff 1/3/2014 31/3/2014

Brand activation 1/4/2014 30/6/2014
Module 2: Experience 1/3/2014 1/3/2015
6. Training staff 1/3/2014 31/3/2014
7. Flagship store 1/4/2014 30/4/2014

environment
8. Window display 1/7/2014 1/3/2015
9. In store activation 1/4/2014 30/6/2014
10. In store Interactive touch 1/7/2014 1/3/2015

screen
Module 3: Engage 1/7/2014 30/9/2014
10. In store Interactive touch 1/7/2014 1/3/2015
screen
Module 3: Engage 1/7/2014 30/9/2014
Creativity contest (Online 1/7/2014 30/9/2014

Engagement)
Module 4: Ongoing Activities 1/3/2014 1/3/2015

(Digital)
4. Website 1/4/2014 1/3/2015
5. Facebook fan page 1/4/2014 1/3/2015
6. Social media (influencers) 1/3/2014 1/3/2015
Module 5: Ongoing Activities 1/3/2014 1/3/2015

(ATL & POSM)
6. Traditional PR, print ads 1/3/2014 1/3/2015
7. Billboard 1/3/2014 1/3/2015
8. Partnership magazine 1/3/2014 1/3/2015
9. POSM 1/3/2014 1/3/2015
Module 6: Agency project 1/3/2014 1/3/2015

management
Client service and management 1/3/2014 1/3/2015

(12 months)
6.2. Key To Success
08: Controls
Customer Metrics
- Net new customers
- Customer retention rate
- CRM system adoption rate
- Total number of customers
08: Controls
Social Media Metrics
- Social network reach
- Blog postings by topic
- Referral traffic
- Facebook fans & likes & shares & comments
08: Controls
Website Metrics
- Traffic sources
- Top pages & total page views
- Pages/Visit
- Time on website
Measuring and Managing Return on Marketing Investment
Managing the Marketing Effort

Session 10 - Marketing Plan

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Session 9 – Marketing Campaign

The marketing plan

Executive Marketing Threats and

Objectives and Marketing Action

Strategic vs. tactical marketing plan

• Tactical marketing plan

+ covers a period (3-5 years)

7. Marketing objectives and strategies

Figure 2.11: The 10 steps of the strategic marketing planning process.

Threats & opportunities

Budgets & Control

Industry Analysis (PEST Industry Analysis)

Competitors’ objectives Competitors’ strategies

• Profitability • Strategic group offers

Competitor analysis consumers.

Establ Global Stores in Market Delivery

Customers are unhealthy

serves lots of doesn’t

Mc Donald’s 2014 34 490 1 ˇ Strong brand

Competitors’ • What can our competitors do?

Competitor’s strength & weakness

3. What are their strategic objectives and thrust?

What are we trying to achieve?

Question: Suggest examples of marketing objectives

What is our marketing strategy?

What actions do we need to take?

How much will it cost us?

5.2. Expense Forecast

Module 1: Establish 590,000

5 young models/ 4 bill

Documentary film Inspire video clip & 3 80,000

Display Ads Booking

Media Booking &

Marketing expense is 5% revenue

5.2.2. Total expense:

Marketing activity Start Date End Date

Module 1: Establish 1/3/2014 30/6/2014

3. “Who is McDonald?” teaser 1/3/2014 31/3/2014

4. “Try the BigMac” outreach 1/3/2014 31/3/2014

Ambience marketing 1/4/2014 30/6/2014

Documentary film 1/4/2014 30/6/2014

Launch event (Project Mapping) 1/4/2014 30/6/2014

Brand activation 1/4/2014 30/6/2014

Module 2: Experience 1/3/2014 1/3/2015

6. Training staff 1/3/2014 31/3/2014

Module 2: Experience 1/3/2014 1/3/2015

6. Training staff 1/3/2014 31/3/2014

7. Flagship store 1/4/2014 30/4/2014

9. In store activation 1/4/2014 30/6/2014

10. In store Interactive touch 1/7/2014 1/3/2015

Creativity contest (Online 1/7/2014 30/9/2014

Module 4: Ongoing Activities 1/3/2014 1/3/2015

4. Website 1/4/2014 1/3/2015

5. Facebook fan page 1/4/2014 1/3/2015

Module 5: Ongoing Activities 1/3/2014 1/3/2015

6. Traditional PR, print ads 1/3/2014 1/3/2015

7. Billboard 1/3/2014 1/3/2015

8. Partnership magazine 1/3/2014 1/3/2015

9. POSM 1/3/2014 1/3/2015

Module 6: Agency project 1/3/2014 1/3/2015

Client service and management 1/3/2014 1/3/2015

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