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Marketing Plan Longer 022009
Marketing Plan Longer 022009
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Marketing Process
Consists of:
Analyzing Marketing Opportunities Researching and Selecting Target Markets Designing Marketing Strategies Planning Marketing Programs Implementing & Controlling the Program
Marketing Planning
Marketing Planning
Marketing Plan directs the marketing efforts of the firm. Assembles pertinent facts about organization, the markets it serves, its products/services, customers and competition. Forces department and functional managers to work together. Sets goals, objectives, tactics within time periods.
Executive Summary and Table of Contents Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections or Projected P & Ls Implementation & Controls
Executive Summary and Table of Contents Permits senior management to grasp major thrust. Briefly states contents of the whole plan. Main goals and recommendations.
Opportunity and Issue Analysis Major issues facing products and sales Review of Key Issues & Opportunities in SWOT Analysis Strengths Weaknesses Opportunities Threats
Marketing Objectives Financial and Marketing Goals, by Sales Volume Market Share Profit Pricing Distribution objectives. Increase / Achieve Generate / Reach
NY or San Francisco
Marketing Strategies Select Target Segments Marketing Mix --- 4Ps Positioning (what the product does and who is it for.) Distribution Strategies The Game Plan
Action Plan or Program Specific product, promotional, pricing, and distribution tactics / activities. Includes timing and calendar
Financial Projections (Projected Profit and Loss) Build a supporting budget Forecasted sales volume Average price and expenses Implementation & Controls Monitoring planning and reviewing results.
Communications The process of building and reinforcing mutually profitable relationships with employees, customers and other stakeholders, and the general public, by developing and coordinating a strategic communications program. Enables them to have a constructive encounter with the company/brand through a variety of media or other contacts.
Communications Unified image One look, one voice, strong brand image focus. Coordinated tone and look, with coordinated messages. Everything you do and dont do can send a message. Advertising, PR, Personal Selling, Direct Marketing and Internet, Merchandising, Promotions, Interactive, Events.
Spot and choose the right market segments? Differentiate our offering from competitors? Customization? Chasing variety-seeking and deal seeking customers? Ways to grow business? Respond to customers who want price breaks? Improve sales force?
Executive Summary and Table of Contents Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections or Projected P & Ls Implementation & Controls