How to develop a useful marketing plan


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How to develop a useful marketing plan for your business.

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How to develop a useful marketing plan

  1. 1. Marketing Planning Aristoteles Kabarganos, Managing Partner Ariston Group Performance Consulting
  2. 2. Vision & Objectives <ul><li>What business are we in? </li></ul><ul><li>What future position do we aspire to? </li></ul><ul><ul><li>What is our planning horizon? </li></ul></ul><ul><li>What core competencies will get us there? </li></ul><ul><li>What segments and customers will help us get there? </li></ul><ul><li>What measure of success (including financial) will we use? </li></ul>
  3. 3. Growth Strategy <ul><li>What is our growth target? </li></ul><ul><ul><li>What is the current gap analysis? </li></ul></ul><ul><li>How do we plan to grow? </li></ul><ul><ul><li>Penetration? </li></ul></ul><ul><ul><li>Market Extension? </li></ul></ul><ul><ul><li>NPD? </li></ul></ul><ul><ul><li>Diversification? </li></ul></ul><ul><li>What level of risk does this imply? </li></ul><ul><li>What steps will we take to reduce risk? </li></ul><ul><ul><li>Research? </li></ul></ul><ul><ul><li>Test market? </li></ul></ul><ul><ul><li>Partnerships? </li></ul></ul>
  4. 4. Competitive Advantage <ul><li>Who are our main competitors? </li></ul><ul><ul><li>Market shares? </li></ul></ul><ul><ul><li>Their value propositions? </li></ul></ul><ul><li>What will be the source of our competitive advantage? </li></ul><ul><ul><li>Lowest cost supplier? </li></ul></ul><ul><ul><li>Differentiated supplier? </li></ul></ul><ul><li>What steps are required to achieve our desired level of competitive advantage? </li></ul><ul><ul><li>What internal capabilities must be built, or enhanced? </li></ul></ul>
  5. 5. Value Drivers <ul><li>What combination of values will drive us? </li></ul><ul><ul><li>Operational Excellence? </li></ul></ul><ul><ul><li>Product Leadership? </li></ul></ul><ul><ul><li>Customer Intimacy? </li></ul></ul><ul><li>Define our position on each of these drivers </li></ul><ul><li>Will we operate through ‘push’ or ‘pull’ marketing? </li></ul><ul><li>What balance between chasing market opportunities and managing our internal assets must we strike? </li></ul><ul><li>How close are we to achieving our desired position? </li></ul><ul><ul><li>What steps are required? </li></ul></ul>
  6. 6. Segmentation <ul><li>What is our basis for segmentation? </li></ul><ul><li>What are our priority target segments? </li></ul><ul><ul><li>You can make use of a Directional Policy Matrix </li></ul></ul><ul><li>How will we manage our priority segments? </li></ul><ul><ul><li>Segment managers? </li></ul></ul><ul><ul><li>Key Account Managers? </li></ul></ul><ul><ul><li>Brand Managers? </li></ul></ul><ul><ul><li>Supply Chain Managers? </li></ul></ul><ul><li>What position do we aim to have in any lower priority segments? </li></ul>
  7. 7. Brand Strategy <ul><li>What will be our brand architecture? </li></ul><ul><ul><li>Product brands? </li></ul></ul><ul><ul><li>Corporate brand? </li></ul></ul><ul><ul><li>Etc… </li></ul></ul><ul><li>What will be our chosen value context, by brand </li></ul>
  8. 8. From here on, you need to complete the template for each target segment
  9. 9. Segment Objectives <ul><li>What is our planning horizon? </li></ul><ul><li>Volume, Revenue, Profitability? </li></ul><ul><li>Segment share? </li></ul><ul><ul><li>Actual share? </li></ul></ul><ul><ul><li>Share of voice? </li></ul></ul><ul><ul><li>Share of mind? </li></ul></ul><ul><li>What competitive position do we aim for? </li></ul><ul><li>Timetable </li></ul><ul><ul><li>Summary of main activities </li></ul></ul>
  10. 10. The Value Proposition <ul><li>What positive impact will we make, on which parts of the customer activity cycle? </li></ul><ul><ul><li>You can make use of the Activity Cycle tool </li></ul></ul><ul><li>What value will we deliver? </li></ul><ul><ul><li>From the customer’s perspective </li></ul></ul><ul><ul><li>Quantified </li></ul></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>How much better than the competition? </li></ul></ul><ul><li>What reward do we expect for the value delivered? </li></ul>
  11. 11. Relationship Management <ul><li>Who are our key accounts? </li></ul><ul><ul><li>and our key development accounts </li></ul></ul><ul><ul><li>and our maintenance accounts </li></ul></ul><ul><ul><li>and our Opportunistic accounts </li></ul></ul><ul><li>What sales and service strategies will we apply to each classification? </li></ul><ul><li>For each Key Account, what is the headline plan: </li></ul><ul><ul><li>Opportunities/objectives </li></ul></ul><ul><ul><li>Contact Matrix and GROWs </li></ul></ul><ul><ul><li>Activity Cycle and Positive Impact package </li></ul></ul><ul><li>What role will Customer Service play in building and maintaining relationships with customers? </li></ul><ul><li>What role will CRM play in managing customer relationships? </li></ul>
  12. 12. Brand Management <ul><li>What is the brand definition: </li></ul><ul><ul><li>The value context? </li></ul></ul><ul><ul><li>The intended customer experience? </li></ul></ul><ul><ul><li>The emotional charge? </li></ul></ul><ul><li>What activities will build positive experiences and associations? </li></ul><ul><li>What plans are there (if any) for brand extension? </li></ul>
  13. 13. Functional Alignment <ul><li>Which functions are vital to the successful implementation of the plan? </li></ul><ul><li>What actions are we taking to ensure alignment? </li></ul><ul><ul><li>How have other functions been involved in building this plan? </li></ul></ul><ul><ul><li>What information do they need to carry out their roles? </li></ul></ul>
  14. 14. Portfolio Management <ul><li>How will we allocate resources to each product? </li></ul><ul><ul><li>You can make use of the Directional Policy Matrix </li></ul></ul><ul><li>Where will we invest for growth? </li></ul><ul><ul><li>Sustaining our winning position? </li></ul></ul><ul><ul><li>Building competitive advantage? </li></ul></ul><ul><li>Where will we manage for cash? </li></ul><ul><li>Where will we divest (if any)? </li></ul><ul><li>What returns do we expect from each product: </li></ul><ul><ul><li>Volume, value, profitability? </li></ul></ul>
  15. 15. Tactical Objectives <ul><li>What is our planning horizon? </li></ul><ul><li>Volume, Value, Profit </li></ul><ul><li>Segment Share </li></ul><ul><ul><li>Penetration </li></ul></ul><ul><ul><li>Share of voice </li></ul></ul><ul><ul><li>Share of mind </li></ul></ul><ul><li>Customer satisfaction </li></ul><ul><li>Timetable </li></ul><ul><ul><li>Summary of main activities </li></ul></ul>
  16. 16. Product Plans <ul><li>How will we support existing products? </li></ul><ul><li>What actions will we take to extend the life of existing products? </li></ul><ul><ul><li>Augmentation, Repositioning? </li></ul></ul><ul><ul><ul><li>Project plans </li></ul></ul></ul><ul><ul><ul><li>Timelines </li></ul></ul></ul><ul><ul><ul><li>Financial measures </li></ul></ul></ul><ul><li>What are our plans for NPD? </li></ul><ul><ul><li>Project plans </li></ul></ul><ul><ul><li>Timelines </li></ul></ul><ul><ul><li>Financial measures </li></ul></ul><ul><ul><li>What impact will there be on existing products? </li></ul></ul>
  17. 17. Pricing Plans <ul><li>What is our pricing policy: </li></ul><ul><ul><li>Cost plus? </li></ul></ul><ul><ul><li>Market based? </li></ul></ul><ul><ul><li>Value based? </li></ul></ul><ul><li>What is our pricing mechanism: </li></ul><ul><ul><li>General pricelists? </li></ul></ul><ul><ul><li>Customer pricelists? </li></ul></ul><ul><ul><li>Tactical response? </li></ul></ul><ul><li>Who is responsible for setting price? </li></ul><ul><ul><li>Who can amend prices? </li></ul></ul><ul><li>What are our plans (if any) for using marginal pricing tactics? </li></ul><ul><li>Pricelists </li></ul><ul><ul><li>with expected margins </li></ul></ul>
  18. 18. Place Plans <ul><li>What channels to market will we target? </li></ul><ul><li>Who are our channel partners/customers? </li></ul><ul><li>What are our plans for managing our channel partners/customers? </li></ul><ul><li>What are our plans (if any) for refiguring the tasks undertaken and rewards received by channel partners/customers? </li></ul><ul><li>Do we plan to open any new channels? </li></ul><ul><ul><li>Project plan </li></ul></ul><ul><ul><li>Timelines </li></ul></ul><ul><ul><li>Financial measures </li></ul></ul>
  19. 19. Promotional Plans <ul><li>What media will we use? </li></ul><ul><ul><li>What is the plan for the sales force? </li></ul></ul><ul><li>What is our message: </li></ul><ul><ul><li>Overall? </li></ul></ul><ul><ul><li>By campaign? </li></ul></ul><ul><ul><li>By communication? </li></ul></ul><ul><li>What is your budget? </li></ul><ul><ul><li>Per campaign </li></ul></ul><ul><ul><li>Per media </li></ul></ul><ul><ul><li>Per communication </li></ul></ul><ul><li>Promotional Activity Timetable </li></ul><ul><ul><li>How will we track the effectiveness of our promotional activities? </li></ul></ul>