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This presentation was given to the DFWeStartup group on Thursday, Oct. 6, 2011 at the Dallas Baptist University, Hurst campus. It was part of a

This presentation was given to the DFWeStartup group on Thursday, Oct. 6, 2011 at the Dallas Baptist University, Hurst campus. It was part of a

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  • As far as the business plan is concerned, a marketing plan is a whole entity itself and can be considered a business plan by itself. So, we start with a strategic plan.
  • An organization exists to accomplish something. At first it may have a clear purpose or mission but over time its mission may become unclear. As the organization grows, adds new products and markets, or faces new conditions in the environment it must renew its search for purpose. Management should avoid making its mission too narrow or too broad.
  • Traditionally companies have defined their businesses in product terms (“We manufacture furniture.”) or in technical terms (“We are a chemical-processing firm.”) Mission statements should be market oriented. Products and technologies may eventually become outdated but basic market needs may last forever. AT&T, 3M are examples.
  • The mission leads to objectives- business and marketing. The objective to ‘increase market share” is not as useful as the objective “to increase market share to 15% by the end of the second year.”
  • At one time Ford’s positioning was, “Quality is Job 1”- Buick, “The new symbol for quality in America”- Mazda, “Just feels right”- Toyota, “I love what you do for me”- Jaguar, “A blending of art and machine”- Mercedes, “Engineered like no other car in the world”- Bentley, “The closest a car can come to having wings”
  • Definition of Marketing Mix- the set of controllable tactical marketing tools that the firm blends to produce the response that it wants in the target market.

Marketing plans Marketing plans Presentation Transcript

  • Marketing Plan Training
    Delivered to
    DFW Entrepreneur Start-Up Group
    Ralph M. Gill
    October 6, 2011
  • Expert Marketing Perspectives
    • “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”– Peter Drucker, Marketing Visionary
    • “Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.”- Jack Welch, GE
    • “The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work.”- Jay Levinson, Guerrilla Marketing
    • “What makes content engaging is relevancy. You need to connect the contact information with the content information.”– Gail Goodman, Constant Contact
    2
  • Unfortunate Marketing Perceptions
    “Marketing is what you do when your product is no good.”- Edwin Land, Co-founder of Polaroid
    “Don't tell my mother I work in an advertising agency - she thinks I play piano in a whorehouse.”- Jacques Seguela, French Ad Agent
    “Marketing is the devil.”- Billy Bob Thornton
    “Marketing is just liquor and guessing”- Dilbert
    3
  • Marketing and Sales
    Strategic Planning Process
    4
  • Defining the Company Vision/Mission/Core Values
    5
  • Defining the Company Vision/Mission/Core Values
    6
  • 7
    Marketing and Sales
    Strategic Planning Process
    Setting Company Objectives and Goals
  • Setting Company Objectives and Goals
    Business
    Objective
    Marketing
    Objective
    Be as specific as possible.
    8
  • 9
    Marketing and Sales
    Strategic Planning Process
    Analyzing and Designing the Business Portfolio
  • 10
    Analysis of the company’s strengths and weaknesses to opportunities in the environment.
    Analyzing and Designing the Business Portfolio
  • 11
    Developing Growth Strategies
    Analyzing and Designing the Business Portfolio
    11
  • 12
    Analyzing and Designing the Business Portfolio
  • 13
    Marketing and Sales
    Strategic Planning Process
    Marketing and Sales
  • 14
    Marketing and Sales
    Marketing Process
    Analyzing Marketing Opportunities
    Selecting Target Markets
    Developing the Marketing Mix
    Managing the Marketing Effort
  • Businesses Must be Customer Centered
    • Market Segmentation
    • Geographic
    • Demographic
    • Psychographic
    • Behavioral
    • Market Targeting
    • Products Designed for Each Segment
    • Market Positioning
    • Occupying a clear, distinctive, and desirable place in the minds of Target Customers relative to competing products.
    15
    Marketing and Sales
  • 16
    Marketing and Sales
    Developing the Marketing Mix- The 4 Ps
    • Product- the “goods and service” combination offer to target market
    • Price- cost including negotiables like discounts, credit terms, etc. to bring the price into line with the buyer’s perception of the value
    • Place- or distribution, activities that make the offering available
    • Promotion- communicates the meritsof the product and persuades targetcustomers to buy it
  • 17
    The 4 Ps
    of the
    Marketing Mix
    Marketing and Sales
    Product
    Variety
    Quality
    Design
    Features
    Brand name
    Packaging
    Sizes
    Services
    Warranties
    Returns
    Price
    List price
    Discounts
    Allowances
    Payment period
    Credit terms
    Target
    Customers
    Intended
    Positioning
    Place
    Channels
    Coverage
    Assortments
    Locations
    Inventory
    Transportation
    Logisitics
    Promotion
    Advertising
    Personal Selling
    Sales promotion
    Public relations
  • 18
    Marketing and Sales
    Managing the Marketing Effort
    • Analysis- feeds information and additional input to the other functions
    • Planning- strategies to obtain objectives, answers the questions what & why
    • Implementation- turns plansinto actions, answers who, where, when & how
    • Control- measures and evaluatesthe results
  • 19
    Marketing and Sales
    Analysis
    Planning
    Develop strategic plans
    Develop marketing plans
    Implementation
    Carry out the plans
    Control
    Measure results
    Evaluate results
    Take corrective action
  • 20
    Marketing and Sales
    Elements of a Marketing Plan
    • Executive summary
    • Current marketing situation
    • Threats and opportunity analysis
    • Objectives and issues
    • Marketing strategy
    • Action programs
    • Budgets
    • Controls
  • 21
    Marketing and Sales
    Elements of a Marketing Plan
    • Executive summary
    Presents a brief overview of the proposed plan
    • Quick review for top management
    • Table of contents
    21
  • 22
    Marketing and Sales
    Elements of a Marketing Plan
    • Current Marketing Situation
    Presents relevant background data on the market, product, competition and distribution.
    22
    22
  • 23
    Marketing and Sales
    Elements of a Marketing Plan
    • Threats & Opportunity Analysis
    Identifies the main threats and opportunities that might impact the product or business
    • SWOT
    23
    23
  • 24
    Marketing and Sales
    Elements of a Marketing Plan
    • Objectives and Issues
    Defines the company’s objectives for the product in the areas of sales, market share and profit.
    • Goals
    • Issues that will affect the objectives
    24
    24
  • 25
    Elements of a Marketing Plan
    • Marketing Strategy
    Logic by which the business unit(s) hopes to achieve the marketing plan’s objectives.
    • New products
    • Sales
    • Advertising
    • Sales promotion
    • Prices
    • Distribution
    Marketing and Sales
  • 26
    Elements of a Marketing Plan
    • Action Programs
    Specifies what will be done, who will do it, when it will be done and how much it will cost.
    • Increase sales promotion
    • Special offers
    • Trade shows
    • POP displays
    • When activities will be started, reviewed and completed
    Marketing and Sales
  • 27
    Marketing and Sales
    Elements of a Marketing Plan
    • Budgets
    A projected profit and loss statement that forecasts the expected financial outcomes from the plan.
    • Buying
    • Production scheduling
    • Personnel planning
    • Marketing operations
  • 28
    Marketing and Sales
    Elements of a Marketing Plan
    • Controls
    Indicates how the progress of the plan will be monitored.
    • Plan analysis
    • Corrective actions
  • 29
    Marketing and Sales
    The Control Process
    Measure Performance
    What is happening?
    Set Goals
    What do we want to achieve?
    Evaluate Performance
    Why is it happening?
    Take Corrective Action
    What should we do about it?
  • Posted on http://finance.groups.yahoo.com/group/dfw_estartup
    Send questions to
    rgilltx@gmail.com or 817.994.7255
    30