Marketing Planning
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How to build a solid marketing plan. What makes an effective marketing plan.

How to build a solid marketing plan. What makes an effective marketing plan.

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  • Member and customer trust is gained through every experience he/she has with your organization, regardless of department. Managing that experience is thus a financial concern. This is more of, “if you build it exactly how they want it each time, they will come.”

Marketing Planning Marketing Planning Presentation Transcript

  • Marketing Planning July 13, 2009 BrandAmplitude, LLC All Rights Reserved Presented to Marketing Management class at University of Notre Dame Carol Phillips President, Brand Amplitude, LLC 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Marketer of the Year 2008 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • What is ….. Standard Question Created using Wordle.net http://www.systemicmarketing.com/marketing-definitions/ 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • "Marketing is the process of making selling unnecessary .“ --Jennifer Aaker Professor at Stanford University www.Twitter.com/Aaker “ Marketing encompasses activities that maximize the value to the customer and the return on investment when bringing a product or service to market.“ --Sam Decker Chief Marketing Officer at Bazaarvoice www.Twitter.com/SamDecker " Marketing extends from understanding what the customers need to making sure they get it and are happy with it .“ --Nigel Dessau Chief Marketing Officer at AMD www.Twitter.com/NigelDessau " Marketing is a set of activities or processes aimed at creating satisfactory exchanges for both customers and sellers.“ --Harsha Gangadharbatla Assistant Professor at the University of Oregon www.Twitter.com/GHarsha http://www.systemicmarketing.com/marketing-definitions/ Marketing = Process & Purpose Purpose + Process 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • "Marketing is the process organizations use to create value for their members, customers, donors, and other stakeholders. Effective marketing results in stronger brands. The strength of a brand reflects the quality of its relationships with its stakeholders. A strong brand can be an organization's most valuable asset. In this way, effective marketing returns measurable value to the organization .“ --Carol Phillips Adjunct Professor at the University of Notre Dame www.Twitter.com/Carol_Phillips 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Who Is Responsible for….. 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
    • Based on mass media advertising and reach
      • Trust is gained through familiarity.
      • A brand is built over a long time.
      • Marketing is responsible for the brand.
      • Consumers are targets
    07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved Old Paradigm New Paradigm
    • Based on total customer experience
      • Trust is gained through experience.
      • A brand can be built in a short period of time.
      • Everyone in the company is responsible for the brand .
      • Consumers are co-creators
    Scope of Marketing is Broadening Changing Perspective
  • 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • http://www.youtube.com/watch?v=gwaX40EnUdM 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Procter & Gamble's Jim Stengel described a major cultural shift that is turning the world's largest marketer into a starter of conversations and a solver of consumers' problems rather than a one-way communicator. "It's not about telling and selling," said the chief marketing officer of the company that once lived by that simple mantra. "It's about bringing a relationship mind-set to everything we do." Stengel Exhorts 4A's: 'It's Not About Telling and Selling' P&G's CMO Ditches Simple Mantra for Dialogue-Driven Communications Advertising Age, March 01, 2007 Relationships Are Key 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Marketing Activities 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • What is it? (Product & Competition) Who will buy it? (Target & Need) Why will they buy it? What differentiates it? (Marketing Mix) What does success look like? (Goals and Objectives, Milestones) Marketing Planning 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • 4 P’s = Marketing Mix Product Place Price Promotion 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • DIFFERENTIATE OR DIE (the hardest interview question I ever had) 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Slide 2-32 Marketing Planning 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Marketing plans set the course “ This is where are going, and this is how we are getting there.” - J&J executive “ The marketing plan is the road map.” -Pepsi executive Marketing Plans Set The Course 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • The sad reality: many marketing plans are terrible
      • “ 5% of them are good, most of them suck wind.”
      • -Eli Lilly executive
      • “ Maybe 20% of companies do it right. Most have absolutely no clue.”
      • -Gillette executive
      • “ So much of marketing is common sense, but it all goes away when you write marketing plans.”
      • -Barilla executive
    Most Plans Are Terrible 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • The typical marketing plan
      • Is more than 100 pages long
      • Begins with a long, detailed situation analysis
      • Ends with many programs, lots of details, lots of tactics
      • Is presented in a big meeting with dozens in the audience
    Typical Plan 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Marketing plans are the bridge between information and action Data Programs Insights Tactics Ideas Initiatives Analysis Budgets Marketing Plan Best Plans Bridge Insights to Action 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • A marketing plan needs to start with clear goals/objectives
    • A marketing plans has to start with the goal in mind: what are we trying to achieve?
    • Goals should be SMART
      • Specific, Measurable, Aggressive, Realistic, Time-specific
    • Having too many goals is a problem. Best is to have one or two
    • Goals/objectives should tie to the financials of the business
    Start with Objectives 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • An organization might also have non-financial goals
    • Profit results are an important thing, but not the only thing
    • Building a strong, enduring business is also critical
    • As result, a marketing plan will often have a non-financial objective
      • Speaks to how you are going to deliver the profit number
      • Provides a more robust direction than simply using a financial target
    Non-Financial Goals 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Breakthrough Marketing Plans Outline Executive Summary State of the Business/SWOT Goals/Objectives Strategic Initiatives and Rationale Tactics and Rationale Financial Implications Milestones Outline 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Focus is critical
    • “ People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the 100 other good ideas that there are. You have to pick carefully.
    • I’m actually as proud of many of the things we haven’t done as the things we have done.”
    • - Steve Jobs, Apple
    Focus Is Critical 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Strategic initiatives are the big moves
    • Strategic initiatives are the most important things you need to do in order to deliver the goals/objectives – Usually 3-5 strategies is best
      • Too many strategies dilutes focus
      • Great strategies reflect choices
    • Strategic initiatives should convey action…this is what we will actually go and do
      • “ Increase buying rate with our heavy users.”
      • “ Engage young people, especially college students.”
      • “ Launch new, premium item and drive trial.”
    • Successfully executing against the strategic initiatives should deliver the goals/objectives
    Strategic Initiatives 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Tactics are the specific actions
    • Tactics highlight precisely how the strategic initiative will happen
    • Tactical moves include specific action steps
      • Pricing changes
      • Advertising plans
      • Packaging changes
      • Product development projects
    The 4 Ps Tactics = Actions 07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved
  • Three critical insights
    • Marketing plans are recommendations
    • The best marketing plans communicate clearly and persuasively
    • Simplicity is always best
    Three Insights
      • Carol Phillips
      • [email_address]
      • 269-429-6526
    07/22/09 Copyright 2009 Brand Amplitude, LLC All Rights Reserved