Marketing plans


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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

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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 Products and technologies may eventually become outdated but basic market needs may last forever.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

    1. 1. Marketing Plan Training<br />Delivered to <br />DFW Entrepreneur Start-Up Group<br />Ralph M. Gill<br />October 6, 2011<br />
    2. 2. Expert Marketing Perspectives<br /><ul><li>“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
    3. 3. “Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.”- Jack Welch, GE
    4. 4. “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
    5. 5. “What makes content engaging is relevancy. You need to connect the contact information with the content information.”– Gail Goodman, Constant Contact</li></ul>2<br />
    6. 6. Unfortunate Marketing Perceptions<br />“Marketing is what you do when your product is no good.”- Edwin Land, Co-founder of Polaroid<br />“Don't tell my mother I work in an advertising agency - she thinks I play piano in a whorehouse.”- Jacques Seguela, French Ad Agent<br />“Marketing is the devil.”- Billy Bob Thornton <br /> “Marketing is just liquor and guessing”- Dilbert<br />3<br />
    7. 7. Marketing and Sales<br />Strategic Planning Process<br />4<br />
    8. 8. Defining the Company Vision/Mission/Core Values<br />5<br />
    9. 9. Defining the Company Vision/Mission/Core Values<br />6<br />
    10. 10. 7<br />Marketing and Sales<br />Strategic Planning Process<br />Setting Company Objectives and Goals<br />
    11. 11. Setting Company Objectives and Goals<br />Business <br />Objective<br />Marketing <br />Objective<br />Be as specific as possible.<br />8<br />
    12. 12. 9<br />Marketing and Sales<br />Strategic Planning Process<br />Analyzing and Designing the Business Portfolio<br />
    13. 13. 10<br />Analysis of the company’s strengths and weaknesses to opportunities in the environment.<br />Analyzing and Designing the Business Portfolio<br />
    14. 14. 11<br />Developing Growth Strategies<br />Analyzing and Designing the Business Portfolio<br />11<br />
    15. 15. 12<br />Analyzing and Designing the Business Portfolio<br />
    16. 16. 13<br />Marketing and Sales<br />Strategic Planning Process<br />Marketing and Sales<br />
    17. 17. 14<br />Marketing and Sales <br />Marketing Process<br />Analyzing Marketing Opportunities<br />Selecting Target Markets<br />Developing the Marketing Mix<br />Managing the Marketing Effort<br />
    18. 18. Businesses Must be Customer Centered<br /><ul><li>Market Segmentation
    19. 19. Geographic
    20. 20. Demographic
    21. 21. Psychographic
    22. 22. Behavioral
    23. 23. Market Targeting
    24. 24. Products Designed for Each Segment
    25. 25. Market Positioning
    26. 26. Occupying a clear, distinctive, and desirable place in the minds of Target Customers relative to competing products.</li></ul>15<br />Marketing and Sales <br />
    27. 27. 16<br />Marketing and Sales <br />Developing the Marketing Mix- The 4 Ps<br /><ul><li>Product- the “goods and service” combination offer to target market
    28. 28. Price- cost including negotiables like discounts, credit terms, etc. to bring the price into line with the buyer’s perception of the value
    29. 29. Place- or distribution, activities that make the offering available
    30. 30. Promotion- communicates the meritsof the product and persuades targetcustomers to buy it</li></li></ul><li>17<br />The 4 Ps<br />of the<br />Marketing Mix<br />Marketing and Sales <br />Product<br />Variety<br />Quality<br />Design<br />Features<br />Brand name<br />Packaging<br />Sizes<br />Services<br />Warranties<br />Returns<br />Price<br />List price<br />Discounts<br />Allowances<br />Payment period<br />Credit terms<br />Target <br />Customers<br />Intended<br />Positioning<br />Place<br />Channels<br />Coverage<br />Assortments<br />Locations<br />Inventory<br />Transportation<br />Logisitics<br />Promotion<br />Advertising<br />Personal Selling<br />Sales promotion<br />Public relations<br />
    31. 31. 18<br />Marketing and Sales <br />Managing the Marketing Effort<br /><ul><li>Analysis- feeds information and additional input to the other functions
    32. 32. Planning- strategies to obtain objectives, answers the questions what & why
    33. 33. Implementation- turns plansinto actions, answers who, where, when & how
    34. 34. Control- measures and evaluatesthe results </li></li></ul><li>19<br />Marketing and Sales <br />Analysis<br />Planning<br /> Develop strategic plans<br /> Develop marketing plans<br />Implementation<br /> Carry out the plans<br />Control<br /> Measure results<br /> Evaluate results<br /> Take corrective action<br />
    35. 35. 20<br />Marketing and Sales <br />Elements of a Marketing Plan<br /><ul><li>Executive summary
    36. 36. Current marketing situation
    37. 37. Threats and opportunity analysis
    38. 38. Objectives and issues
    39. 39. Marketing strategy
    40. 40. Action programs
    41. 41. Budgets
    42. 42. Controls </li></li></ul><li>21<br />Marketing and Sales <br />Elements of a Marketing Plan<br /><ul><li>Executive summary</li></ul>Presents a brief overview of the proposed plan<br /><ul><li>Quick review for top management
    43. 43. Table of contents</li></ul>21<br />
    44. 44. 22<br />Marketing and Sales <br />Elements of a Marketing Plan<br /><ul><li>Current Marketing Situation</li></ul>Presents relevant background data on the market, product, competition and distribution.<br />22<br />22<br />
    45. 45. 23<br />Marketing and Sales <br />Elements of a Marketing Plan<br /><ul><li>Threats & Opportunity Analysis</li></ul>Identifies the main threats and opportunities that might impact the product or business<br /><ul><li>SWOT </li></ul>23<br />23<br />
    46. 46. 24<br />Marketing and Sales <br />Elements of a Marketing Plan<br /><ul><li>Objectives and Issues</li></ul>Defines the company’s objectives for the product in the areas of sales, market share and profit.<br /><ul><li>Goals
    47. 47. Issues that will affect the objectives</li></ul>24<br />24<br />
    48. 48. 25<br />Elements of a Marketing Plan<br /><ul><li>Marketing Strategy</li></ul>Logic by which the business unit(s) hopes to achieve the marketing plan’s objectives.<br /><ul><li>New products
    49. 49. Sales
    50. 50. Advertising
    51. 51. Sales promotion
    52. 52. Prices
    53. 53. Distribution</li></ul>Marketing and Sales <br />
    54. 54. 26<br />Elements of a Marketing Plan<br /><ul><li>Action Programs</li></ul>Specifies what will be done, who will do it, when it will be done and how much it will cost.<br /><ul><li>Increase sales promotion
    55. 55. Special offers
    56. 56. Trade shows
    57. 57. POP displays
    58. 58. When activities will be started, reviewed and completed</li></ul>Marketing and Sales <br />
    59. 59. 27<br />Marketing and Sales <br />Elements of a Marketing Plan<br /><ul><li>Budgets</li></ul>A projected profit and loss statement that forecasts the expected financial outcomes from the plan.<br /><ul><li>Buying
    60. 60. Production scheduling
    61. 61. Personnel planning
    62. 62. Marketing operations</li></li></ul><li>28<br />Marketing and Sales <br />Elements of a Marketing Plan<br /><ul><li>Controls</li></ul>Indicates how the progress of the plan will be monitored.<br /><ul><li>Plan analysis
    63. 63. Corrective actions</li></li></ul><li>29<br />Marketing and Sales <br />The Control Process<br />Measure Performance<br />What is happening?<br />Set Goals<br />What do we want to achieve?<br />Evaluate Performance<br /> Why is it happening?<br />Take Corrective Action<br /> What should we do about it?<br />
    64. 64. Posted on<br />Send questions to <br /> or 817.994.7255<br />30<br />
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