Marketing Planning Is Important
• Today, consumers have:
• Better information,
• More choices,
• Higher expectations,
• Better market access, and
• More purchasing power.
• Consumers are getting more
involved in marketing.
• Consumers demand more
Marketing and the Concept of “Value”
• AMA Deﬁnition of Marketing:
“…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.”
• Thus, marketing covers everything the company is and does to consistently
provide competitively-superior value.
• Marketing planning is the structured process of determining how to provide
value to customers, the organization, and key stakeholders by:
• Researching and analyzing the current situation,
• Developing and documenting the ﬁrm’s objectives, strategies, and
• Implementing, evaluating, and controlling marketing activities.
Contents of the Marketing Plan
I. Executive Summary
II. Current Marketing Situation
III. Target Market, Customer Analysis, Positioning
IV. Objectives and Issues
V. Marketing Strategy
VI. Marketing Programs
VII. Financial and Operational Plans
VIII. Metrics and Implementation Control
The Strategic Planning Process
• Overall Strategic Plans, Business Plans, and the Marketing Plan
• Overall Strategic Plan: Lays out the broad strategies for all of the ﬁrm’s
units, divisions and departments over a 3–5 year planning horizon.
• Business Plan: Outlines the organization’s overall ﬁnancial objectives and
explains the overall strategy for achieving these objectives. It is usually a 1 –
• Marketing Plan: Created at a lower level than the Overall Strategic Plan and
the Business Plan. Contains much more detail about the coming year’s
marketing strategy and implementation.
General Considerations When Developing a
• Consider how competitors and other stakeholders may inﬂuence the plan.
• The planning process usually starts several months before the plan is
scheduled to go into operation.
• Coordination must occur inside the ﬁrm and with outside strategic partners.
• Marketing plans today must be ﬂexible for new platforms and tends
• Vine, Instagram Video, etc
Step 1: Research and Analyze the Current
• The marketer performs both:
• External analysis, and
• Internal analysis.
• Marketers also assess the ﬁrm’s capabilities and the strategies of competitors
in order to:
• Build on strengths, and
• Exploit competitors’ weaknesses.
Step 2: Understand Markets and Customers
• Consumers or businesses
• Comprehensive understanding is desired:
• Buying habits and behaviors
• Who? What? Where? When? Why? How?
• Are buying patterns changing? Why?
Step 3: Plan Segmentation, Targeting, and
• Purpose of Segmentation: To group customers with similar needs, wants,
behavior, or attitudes.
• Targeting: The selection of speciﬁc segments for marketing.
• Positioning: A competitively distinctive place (position) in the mind of the
Step 4: Plan Direction, Objectives, and Marketing
• Goals: Long-term performance targets.
• Objectives: Shorter-term targets that support the achievement of goals.
• Most businesses use their marketing plans to support growth strategies
through different combinations of product innovation and market
• Sustainable Marketing: “The process of creating, communicating, and
delivering value to customers in such a way that both natural and human
capital are preserved or enhanced throughout.”
Step 5: Develop Marketing Strategies and
• Consistent with the ﬁrm’s overall direction, goals and strategies.
• Utilizing the tools of the “marketing mix,” enhanced by service.
• Includes the development of strategic alliances with suppliers, partners, and
Step 6: Plan Metrics and Implementation Control
• Metrics: Numerical measures of performance-
related activities and outcomes.
• These include “KPIs”: Key Performance
• Indicators that are vital to effective
performance in achieving the organization’s
strategic goals and marketing plan objectives
• Financial Metrics:
• Return on marketing investment (ROMI)
• Return on sales
• Market share
• Cost per customer acquired
• Non-Financial Metrics:
• Brand performance
• Customer loyalty
• Marketing Control: measuring interim performance
against metrics, diagnosing any performance
issues, and making changes as needed.
BMGT 411: Preparing for Week 2
• Written Assignment #1: Explore some recent articles around JC Penney. Can
you ﬁnd an article about their recent struggles with a part of the marketing
mix? What could they have done differently?
• Post answer to pghmarketing.wordpress.com
• Kottler: Read Chapter 1 and 2