• Like
  • Save

Marketing Plan Development Framework

  • 1,516 views
Uploaded on

View and download the full presentation here: …

View and download the full presentation here:
http://pptlab.com/ppt/Marketing-Plan-Template-24

A marketing plan is a comprehensive blueprint, outlining an organization’s overall marketing efforts. This document is a guide to developing a comprehensive marketing plan. Topics includes: Marketing Management Process, Market Segmentation, Market Analysis, Marketing Programs, Campaigns, Promotional Methods, Budgeting, and Marketing Plan PowerPoint Templates.

More in: Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
  • Well done!
    Not necessarily the content, but the approach.
    Big Picture provides the context under which the granular information fits and how it can be implemented.
    Are you sure you want to
    Your message goes here
No Downloads

Views

Total Views
1,516
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
0
Comments
1
Likes
5

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Crowdsourced Business Presentation Design ServiceMarket Plan DevelopmentLearn the Marketing Management ProcessA marketing plan is a comprehensive blueprint, outlining an organization’s overallmarketing efforts. This document is a guide to developing a comprehensivemarketing plan. Topics includes: Marketing Management Process, MarketSegmentation, Market Analysis, Marketing Programs, Campaigns, PromotionalMethods, Budgeting, and Marketing Plan PowerPoint Templates. March 24, 2013ORIGINAL PROJECT DETAILShttp://pptlab.com/ppt/Marketing-Plan-Template-24
  • 2. PPT Lab (www.pptlab.com) is the only crowdsourced presentation design service. Get consulting-quality presentations at a fraction of the cost!www.PPTLab.comsupport@pptlab.com Each month, we will create well over 50 slides of for our members. As a member, you will drive what business slides we create by submitting your own presentation projects to our team. All presentations will be created by a team of management consultants and follow the Consulting Presentation Framework.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 2
  • 3. Contents  Executive Summary 4  Marketing Management Process 10  Conclusion 52  Templates 56PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 3
  • 4. Contents  Executive Summary  Marketing Management Process  Conclusion  TemplatesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 4
  • 5. A marketing plan is a comprehensive blueprint, outlining an organization’soverall marketing effortsExecutive Summary A marketing plan is a comprehensive blueprint, outlining an organization’s overall marketing efforts. It can be a part of the company’s business plan. A solid marketing strategy is the foundation of a well- written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use. This document is a guide to developing a comprehensive marketing plan. It touches on the following topics: • Goals and Benefits •Marketing Campaigns • Marketing Management Process •Budgeting • Market Segmentation •Implementation • Target Markets •Marketing Plan Pyramid • Market Analysis •PowerPoint Templates • Strategy and Tactics • Marketing Programs • Promotional MethodsPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 5
  • 6. Marketing includes the processes of communicating the value of andmoving of a product to customersWhat Is Marketing Marketing is the sum of all activities involved in the chain of moving  products from the producer to end-consumer Marketing includes market research, product strategy, positioning strategy,  pricing, packaging, distribution, promotion, sales, etc. THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. The purpose of market research is to find out who wants or needs your  PPT Lab is a crowdsourced presentation design service. product and under what conditions they will buy it Marketing strategy can then be formulated to (after conducting proper  market research) meet the needs of the target marketPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 6
  • 7. A good marketing plan will achieve all the following goalsMarketing Plan Goals (1 of 2)  Evaluates firm mission and vision for relevance/currency  Checks firm strengths and weaknesses  Checks environmental opportunities and threats THIS IS A PARTIAL PREVIEW  Focuses on strategic target markets and their http://PPTLab.com. You can download the full document at underlying needs PPT Lab is a crowdsourced presentation design service.  Sets sales and marketing objectives for chosen segments  Defines strategies, tactics, and programs  Sets sales and expense budgetsPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 7
  • 8. Marketing Plan Goals (2 of 2)  Assigns marketing functions, responsibilities, and timelines THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 8
  • 9. A marketing plan provides a foundation for an organization as it enters acompetitive market—and facilitates numerous strategic goalsMarketing Plan Benefits A marketing plan… It facilitates the execution of…  Provides a stable base from which your  Increase sales from existing customers company can enter the competitive market  Provides organization and coordination of  Acquisition of new customers various activities for marketing programs to work THIS IS A PARTIAL PREVIEW  Discovering new marketing opportunities  Facilitates company wide buy-in, participation, and support can download the full document at http://PPTLab.com. You PPT Lab is a crowdsourced presentation design service.  Adding new strategic partners  Serves as a benchmark for establishing concrete objectives, strategies, and tactics  Adding new sales channels  Acts as a record for learning  Minimizes surprises  Tells everyone where you are going and prevents second guessing and confusion in the companyPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 9
  • 10. Contents  Executive Summary  Marketing Management Process  Conclusion  TemplatesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 10
  • 11. The marketing management process follows a 6 step process, starting withthe analysis and identification of target markets…Marketing Management Process (1 of 2) 1 • Determine the marketing mix (product, pricing, placement, promotion) Analyze Opportunities • Conduct a SWOT analysis on your firm (firm’s internal strengths and weaknesses, internal and external environmental factors • Analyze the industry (where is the industry headed?) 2 • Successful marketing plans begin with market focus Determine Target Markets • Consider many segments, but only select primary target markets based on both attractiveness and fit • THIS ISThe PARTIAL PREVIEWneed and product offering A target market defines the market 3 You can download the Your marketing strategy should include: • full document at http://PPTLab.com. • Target PPT Lab is a crowdsourcedmarket Design Marketing Strategies • presentation design service. Target market’s needs • Target market offerings 4 • Tactics should address the questions: Develop Marketing Tactics • What are you going to offer the target market? • What and how are you going to tell the target market about this offer? • How are you going to distribute this offer to the targets? • What will be your pricing strategy?PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 11
  • 12. … to the implementation of designed marketing programsMarketing Management Process (2 of 2) 5 • Marketing programs provide the specifics of implementation Plan Marketing Programs Analyze Opportunities 6 • The goal of planning is successful implementation Organize, Implement, and Control • The key to implementation is proper management • To measure the success of a marketing plan, we need to be able to control and track the activities and results of those activities THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 12
  • 13. 1 4 Develop Marketing Analyze Opportunities Tactics 2 5There are countless ways to segment a market Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Market Segmentation Strategies and Control You can segment by Consumer Markets Age: under 18, 18-24, 25-34, etc. Gender: males, females Income: under $25K, $25-49K, $50K-100K, etc. Ethnicity: Caucasian, African, Hispanic, Asian, etc. Purchase history: triers, non-triers, heavy vs. light, etc. You can segment by Industrial Markets THIS IS A PARTIAL PREVIEW pads, etc. Product: PCs, laptops, Industry: Retail, construction, manufacturing, etc. You can download the full document at http://PPTLab.com. Applications: Financial, CAD/CAM, etc. PPT Lab is a crowdsourced presentation LATAM, EMEA, etc. Geography: US, design service. Combinations of the above You can segment by Horizontal Markets You can segment by Vertical Markets In many cases, best way to segment a market is actually by customer need.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 13
  • 14. 1 4There are many important questions to ask when Develop Marketing Analyze Opportunities Tactics 2 5determining target markets Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Market Targeting Key Questions Strategies and Control  Who are the target markets?  Where are they?  Do they have sufficient size? THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com.  What doLab is a crowdsourced presentation design service. PPT they need?  How do they buy?  Can you reach them with your marketing and sales messages?PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 14
  • 15. 1 4There are 7 key components to conducting Develop Marketing Analyze Opportunities Tactics 2 5thorough market analysis Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Market Analysis Strategies and Control Market Analysis includes 7 key components: THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. MARKET PPT Lab is a crowdsourced presentation design service. COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO SEGMENT ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS DEFINITIONPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 15
  • 16. 1 4Market Analysis Develop Marketing Analyze Opportunities Tactics 2 5Market Segment Definition Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Market Segment Definition Overview Strategies and Control MARKET COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO SEGMENT ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS DEFINITION • Define the name of the segment THIS IS A PARTIAL PREVIEW • Define the universe of potential buyers—market potential You can download the full document at http://PPTLab.com. • Define growth forecast for total potential customers in the segment PPT Lab is a crowdsourced presentation design service. • Define the average transaction value of sale and/or average sales per yearPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 16
  • 17. 1 4Market Analysis Develop Marketing Analyze Opportunities Tactics 2 5Company Analysis Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Company Analysis Overview Strategies and Control MARKET COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO SEGMENT ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS DEFINITION • What are your strengths? THIS IS A PARTIAL PREVIEW • What are your weaknesses? You can download the full document at http://PPTLab.com. • What your company’s objectives as they relate to this target market? PPT Lab is a crowdsourced presentation design service.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 17
  • 18. 1 4Market Analysis Develop Marketing Analyze Opportunities Tactics 2 5Needs and Requirements Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Needs and Requirements Overview Strategies and Control MARKET COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO SEGMENT ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS DEFINITION • Why does the target market need your product or service? THIS IS A PARTIAL PREVIEW • What is going to make them buy? You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 18
  • 19. 1 4Market Analysis Develop Marketing Analyze Opportunities Tactics 2 5Distribution Channels Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Distribution Channels Overview Strategies and Control MARKET COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO SEGMENT ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS DEFINITION • Where do the customers go to fill their needs and requirements? THIS IS A PARTIAL PREVIEW • What is the channel of distribution for this customer segment? • How are theycan download the segments? You different than other full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 19
  • 20. 1 4Market Analysis Develop Marketing Analyze Opportunities Tactics 2 5Competitive Forces Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Competitive Forces Overview Strategies and Control MARKET COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO SEGMENT ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS DEFINITION • What is the buying process for these customers? THIS IS A PARTIAL PREVIEW • What are the key decision factors that them choose one vendor over another? • Is it price, service, support,the full document etc.? You can download availability, quality, at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 20
  • 21. 1 4Market Analysis Develop Marketing Analyze Opportunities Tactics 2 5Communications Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Communications Overview Strategies and Control MARKET COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO SEGMENT ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS DEFINITION • Where do members of this segment go for information? THIS IS A PARTIAL PREVIEW • Where do you send messages so that the right customers will find them? • How doYou create those messages so that they will generate the right response? you can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service. • What kinds of information will be most effective?PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 21
  • 22. 1 4Market Analysis Develop Marketing Analyze Opportunities Tactics 2 5Keys to Success Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Keys to Success Overview Strategies and Control MARKET COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO SEGMENT ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS DEFINITION • Is price more important than features? THIS IS A PARTIAL PREVIEW • Is ease of installation most important? • Is ease of conversion and time of full document at http://PPTLab.com. You can download the conversion most important? PPT Lab is a crowdsourced presentation design service. • Is ease of use and learning more important? • Etc.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 22
  • 23. 1 4The marketing strategy will determine and drive Develop Marketing Analyze Opportunities Tactics 2 5one or more marketing tactics Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Strategies vs. Tactics Strategies and Control Marketing Strategy vs Marketing Tactic Theoretical Operational General An Execution Descriptive vs Prescriptive Broad Detailed Set of Guidelines THIS IS A PARTIAL PREVIEW Implementation You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service. A marketing strategy is a statement describing the A marketing tactic sets the offer, the marketing method of how a marketing objective will be vs message and the way it should be transmitted achieved EXAMPLE • We will grow sales by 5% by expanding the field sales force • We will focus on selling ProductX to existing company from 20 to 25 accounts by having field sales reps offer free installation during the 3 month introductory periodPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 23
  • 24. 1 4There are many important questions to ask when Develop Marketing Analyze Opportunities Tactics 2 5determining how to position the product Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Positioning Key Questions Strategies and Control  What kind of product is it?  For whom is the product designed?  What is the single most important benefit it offers? THIS IS A PARTIAL PREVIEW  What is its download the full document at http://PPTLab.com. You can more important competitor? PPT Lab is a crowdsourced presentation design service.  How is it different from that competitor?  What is the customer benefit of that difference? Strategies begin with market focus—and positioning is critical part of market focus.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 24
  • 25. 1 4We need to produce a statement describing the Develop Marketing Analyze Opportunities Tactics 2 5method of how an objective is to be achieved Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Developing the Strategic Statement / Marketing Objective Strategies and Control THINGS TO KEEP IN MIND KEY QUESTIONS  Focus on selected target markets—not all  What is the marketing message? targets  How do you send that message to your  Selected product offerings that appeal to target market? target market needs  Where are they, what do they read, watch  Play to your company strengths—not or listen to and how do they respond? weaknesses THIS IS A PARTIAL How do you convert your leads to sales?  PREVIEW  Strategies that aren’t focused won’t work You can download the full document at http://PPTLab.com.  How and where do you buy?  Having tooPPT Lab is a crowdsourced presentation design service. many target markets is just as bad as having none Align your marketing message with your target’s needs.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 25
  • 26. 1 4This is an example of the marketing objective, Develop Marketing Analyze Opportunities Tactics 2 5along with the strategy and tactics it drives Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Example of Objective, Strategy, Tactics Strategies and Control OBJECTIVE: Increase revenues by 15%. STRATEGY TACTICS  Positioning XYZ as the leading provider of PARTIAL Broaden product/service line matrix to THIS IS A  PREVIEW information technology solutions for the include ERP solutions for manufacturers in discrete and process download the full document $10-15 MM revenue range You can manufacturing sectors the at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service. solutions  Develop PC-based manufacturing for small manufacturersPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 26
  • 27. 1 4With marketing tactics defined, we need to Develop Marketing Analyze Opportunities Tactics 2 5implement them—with programs Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Marketing Program – Overview Strategies and Control What is a marketing program? THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab ismarketing program is presentation design service. A a crowdsourced A marketing program an activity with well- A marketing program A marketing program generally has a concrete defined responsibilities, generally has budgeted implements tactics and measurable outcome deadlines, and expenses tied to it in sales units and value measurable resultsPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 27
  • 28. 1 4We need what factors influence the marketing Develop Marketing Analyze Opportunities Tactics 2 5communication mix Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Key Factors and Constraints Strategies and Control What are the key factors influencing direction and promotional mix? THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is atarget market What are you trying to The crowdsourced presentation design service. competition What is the The marketing budget accomplish? analysis doing? Product? Media cost? Timing?PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 28
  • 29. 1 4Make sure we understand what we are trying to Develop Marketing Analyze Opportunities Tactics 2 5accomplish Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Marketing Program Objectives Strategies and Control What are trying to accomplish? THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced brand Increase market Improve presentation design service. Improve customer Educate Generate sales share image relations customersPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 29
  • 30. 1 4We have 6 common different types of promotional Develop Marketing Analyze Opportunities Tactics 2 5tools at our disposal Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Promotional Methods Strategies and Control There 6 different promotional methods THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. PPT SALES FORCEScrowdsourced presentation design service. SHOWS AND Lab is a SALES PROMOTION TRADE ADVERTISING PUBLIC RELATIONS DIRECT MARKETING (Personal Selling) (Internal & External) EXHIBITIONSPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 30
  • 31. 1 4Promotional Methods Develop Marketing Analyze Opportunities Tactics 2 5Advertising Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Advertising Overview Strategies and Control SALES FORCES SALES PROMOTION TRADE SHOWS AND ADVERTISING PUBLIC RELATIONS DIRECT MARKETING (Personal Selling) (Internal & External) EXHIBITIONS • Advertising is the creation and placement of paid messages to inform potential THIS IS A PARTIAL PREVIEW customers and solicit sales of your product • It can be a more long term approach to increasingat http://PPTLab.com. You can download the full document sales than direct marketing, sales promotion, or is a crowdsourced presentation design service. PPT Lab personal selling • One-way communication vs. two-way communication of personal selling • It can be effective for wide target markets or narrow nichesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 31
  • 32. 1 4Promotional Methods Develop Marketing Analyze Opportunities Tactics 2 5Sales Forces Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Sales Forces Overview Strategies and Control SALES FORCES SALES PROMOTION TRADE SHOWS AND ADVERTISING PUBLIC RELATIONS DIRECT MARKETING (Personal Selling) (Internal & External) EXHIBITIONS • Utilizing of a sales force is still the primary method for generating leads, closing sales, and servicing accounts IS A PARTIAL PREVIEW THIS • Face-to-face can downloadsupplemented and/orat http://PPTLab.com. You selling is being the full document being replaced by telemarketing • Key issues include:is a crowdsourced presentation design service. PPT Lab • Sales force training • Sales force automation • Provision of selling aids and materials • Sales force incentives and compensationPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 32
  • 33. 1 4Promotional Methods Develop Marketing Analyze Opportunities Tactics 2 5Sales Promotion Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Sales Promotion Overview Strategies and Control SALES FORCES SALES PROMOTION TRADE SHOWS AND ADVERTISING PUBLIC RELATIONS DIRECT MARKETING (Personal Selling) (Internal & External) EXHIBITIONS • Sales promotions supplement advertising, public relations, and personal selling THIS IS A PARTIAL PREVIEW • External objective: motivate customers to buy • Internal You can download the force to sell objective: motivate sales full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service. • Sales promotions include: • End consumer examples: banners, aisle displays, samples, calendars, point-of-purchase displays, coupons, contests, trade shows, video presentations, etc. • Wholesaler examples: price promotions, promotional allowances, displays, gifts, etc. • Internal salesperson examples: contests, bonuses, sales aids, trips, merchandise, etc.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 33
  • 34. 1 4Promotional Methods Develop Marketing Analyze Opportunities Tactics 2 5Public Relations Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Public Relations Overview Strategies and Control SALES FORCES SALES PROMOTION TRADE SHOWS AND ADVERTISING PUBLIC RELATIONS DIRECT MARKETING (Personal Selling) (Internal & External) EXHIBITIONS • Public relations is what you get others to say about you THIS IS A PARTIAL PREVIEW • It involves planting commercially significant news in the media You can download the full document at http://PPTLab.com. • It is a non-direct message about your company, product, project, or event PPT Lab is a crowdsourced presentation design service. • Because it appears written by others, it has great credibility • The goal of PR is to positively influence the marketplace about your company or products • Examples include: sponsoring trade events, speeches, white papers, newsletters, press releasesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 34
  • 35. 1 4Promotional Methods Develop Marketing Analyze Opportunities Tactics 2 5Direct Marketing Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Direct Marketing Overview Strategies and Control SALES FORCES SALES PROMOTION TRADE SHOWS AND ADVERTISING PUBLIC RELATIONS DIRECT MARKETING (Personal Selling) (Internal & External) EXHIBITIONS • Direct marketing uses direct mail or email media to generate immediate, measurable, trackable results IS A PARTIAL PREVIEW THIS • It uses marketing downloadto track responses and results at a customer level You can databases the full document at http://PPTLab.com. • By using NAICS codesa crowdsourcedallows the placement of service. with PPT Lab is (formerly NIC), it presentation design messages highly targeted market segmentsPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 35
  • 36. 1 4Promotional Methods Develop Marketing Analyze Opportunities Tactics 2 5Trade Shows and Exhibitions Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Trade Shows and Exhibitions Overview Strategies and Control SALES FORCES SALES PROMOTION TRADE SHOWS AND ADVERTISING PUBLIC RELATIONS DIRECT MARKETING (Personal Selling) (Internal & External) EXHIBITIONS • Trades shows and exhibitions are really a subset of trade promotion THIS IS A PARTIAL PREVIEW • Still a significantly large part of marketing budgets and still an effective way to reach your target download the full document at http://PPTLab.com. You can audience PPT Lab is a crowdsourced presentation design service. • Reasons for participation include: • Connect with key media players and editors • Evaluate competition • Talk with customers and prospects • Sell productsPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 36
  • 37. 1 4From promotional methods, we can construct Develop Marketing Analyze Opportunities Tactics 2 5targeted marketing campaigns Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Marketing Campaign Strategies and Control PROMOTIONAL METHODS MARKETING CAMPAIGN Now that we understand the various ... We can integrate various promotional promotional tools at our disposal… methods into a cohesive campaign. SALES FORCES THIS IS A PARTIAL PREVIEW SALES ADVERTISING (Personal Selling) PROMOTION You can download the full document at http://PPTLab.com. CAMPAIGN PPT Lab is a crowdsourced presentation design service. PUBLIC DIRECT TRADE SHOWS RELATIONS MARKETING AND EXHIBITIONS A campaign is a unified group of marketing programs and promotional messages that embrace one central idea.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 37
  • 38. 1 4Sales collateral is created to support the Develop Marketing Analyze Opportunities Tactics 2 5marketing campaigns Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Sales Collateral Strategies and Control Sales collateral should be created to support the campaign launch and execution. …………… …………… …………… …………… …………… …………… What is it? THIS IS A PARTIAL PREVIEWCAMPAIGN …………… …………… …………… …………… …………… …………… …………… …………… Sales collateral is written …………… material Yourepresents and that can download the full document at http://PPTLab.com. explains your productis a crowdsourced presentation design service. PPT Lab to potential customers The big issue here is consistency—all materials should be designed to maintain the same look and feel.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 38
  • 39. 1 4 Develop Marketing Analyze Opportunities Tactics 2 5We need to define what our marketing budget is Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Marketing Budget Strategies and Control PLAN ACTUAL VARIANCE 1 Expenses X X X% 2 There are 3 Transaction components to a X X X% marketing budget (Closes) THIS IS A PARTIAL PREVIEW 3 You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service. Revenues X X X% Each has 3 tracking components The marketing budget is more than just advertising expensive—it also includes direct selling, indirect selling, sales promotion, PR, and admin costs.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 39
  • 40. 1 4 Develop Marketing Analyze Opportunities Tactics 2 5We need to define what our marketing budget is Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Ways to Budget Strategies and Control There are 2 common ways to determine the marketing budget: THIS IS A PARTIAL PREVIEW 1 You canprograms. Work forward to projected http://PPTLab.com. From download the full document at leads, closes, and PPT Lab is a crowdsourced presentation design service. generated revenues. 2 From revenues. Work backwards to average transaction values, to closes, to leads, and programs to generate them.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 40
  • 41. 1 4 Develop Marketing Analyze Opportunities Tactics 2 5Building budget is a 4-step process Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Budgeting Process Strategies and Control • Straightforward mathematical calculation • What, how, where, and • Start with revenue objectives—work backwards when? • Based on inquiry to lead conversion rates • Expenses associated? • General B-to-B formula • Revenues associated? • Lead, Prospects, Hot Prospects, Closes 1 2 3 4 Calculation Transaction Calculate Lead Determine Lead Value THIS IS A PARTIAL PREVIEW Generation Generation Plan Programs and Transactions Requirements Tactics You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service. • Revenue by product/product category, by customer • Most complicated • Where are the leads going to come from? • Requires rolling up a product mix and then customer mix calculation • Trade shows, outbound telemarketing, sales force, business partners, direct deposit, etc.? • Good starting point for developing overall budget, especially if programs and offers are not defined • Existing customers, new customers? Step 3 is the most important in the process—and it is the basis on which we allocate budget.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 41
  • 42. 1 4A good marketing plan should minimally contain Develop Marketing Analyze Opportunities Tactics 2 5the following components Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Marketing Plan Components Strategies and Control  Target market and segment strategies  Who, how many, where…  The message  The offering THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com.  Segment tactics crowdsourced presentation design service. PPT Lab is a  Where, how, when to send the message  Advertisement vs. PR vs. mail, etc.  Specific programs  Budgets, milestones, managers, content, media specifics, etc.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 42
  • 43. 1 4The marketing plan contains the following 7 Develop Marketing Analyze Opportunities Tactics 2 5sections Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Marketing Plan Outline Strategies and Control  Executive Summary  SWOT analysis and Marketing Objectives  Target Market Identification/Analysis MARKETING THIS IS A PARTIAL PREVIEW PLAN You can download the full document at http://PPTLab.com.  Marketing Plans (Strategies, Tactics, Programs) PPT Lab is a crowdsourced presentation design service.  Financials (Expense Budget, Lead Generation, Sales Forecast)  Organizational Plan  Critical IssuesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 43
  • 44. 1 4Marketing Plan Develop Marketing Analyze Opportunities Tactics 2 5Executive Summary Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Executive Summary Overview Strategies and Control  Executive Summary • Summarize marketing strategy  SWOT Analysis and • Include highlights of expense budget; and Marketing Objectives lead and sales forecasts  Target Market • State quantifiable and measurable marketing MARKETING Identification/Analysis objectives PLAN  THIS IS A PARTIAL PREVIEW Marketing Plans You can download the full document at http://PPTLab.com. PPT Lab isFinancials a crowdsourced presentation design service.  Organizational Plan  Critical IssuesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 44
  • 45. 1 4Marketing Plan Develop Marketing Analyze Opportunities Tactics 2 5Target Market Identification/Analysis Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Target Market Identification/Analysis Overviews Strategies and Control  Executive Summary • Summary  SWOT Analysis and • Market definition and segmentation Marketing Objectives • Segment strategy  Target Market • Segment analysis: MARKETING Identification/Analysis PLAN • Demographics  THIS IS A PARTIAL PREVIEW Marketing Plans • Needs and requirements You can download the full document at http://PPTLab.com. • Distribution channels PPT Lab isFinancials a crowdsourced presentation forces • Competitive design service.  Organizational Plan • Communications • Keys to success  Critical IssuesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 45
  • 46. 1 4Marketing Plan Develop Marketing Analyze Opportunities Tactics 2 5Marketing Plans Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Marketing Plans Overview Strategies and Control  Executive Summary • Summary  SWOT Analysis and • Marketing plan matrix Marketing Objectives • Marketing strategies review  Target Market • Marketing tactics review MARKETING Identification/Analysis PLAN • Marketing programs review  Marketing Plans A PARTIAL PREVIEW THIS IS You can download the full document at http://PPTLab.com. PPT Lab isFinancials a crowdsourced presentation design service.  Organizational Plan  Critical IssuesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 46
  • 47. 1 4Marketing Plan Develop Marketing Analyze Opportunities Tactics 2 5Financial Summary Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Financials Overview Strategies and Control  Executive Summary • Include summary and detailed analysis of expense budget, lead generation forecasts,  SWOT Analysis and Marketing Objectives and sales forecasts • By program type  Target Market MARKETING Identification/Analysis • By product PLAN  THIS IS A PARTIAL PREVIEW Marketing Plans • By market • By manager You can download the full document at http://PPTLab.com. PPT Lab isFinancials a crowdsourced presentation design service.  Organizational Plan  Critical IssuesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 47
  • 48. 1 4Marketing Plan Develop Marketing Analyze Opportunities Tactics 2 5Organizational Plan Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Organizational Plan Overview Strategies and Control  Executive Summary • Cover organizational structure required to meet objectives  SWOT Analysis and Marketing Objectives • Indentify personnel and training requirements  Target Market • Cover related expense budgets and sales MARKETING Identification/Analysis quotas PLAN  THIS IS A PARTIAL PREVIEW Marketing Plans You can download the full document at http://PPTLab.com. PPT Lab isFinancials a crowdsourced presentation design service.  Organizational Plan  Critical IssuesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 48
  • 49. 1 4Marketing Plan Develop Marketing Analyze Opportunities Tactics 2 5Critical Issues Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Critical Issues Plan Strategies and Control  Executive Summary • Discuss critical issues that have a direct impact on achieving objectives in the  SWOT Analysis and Marketing Objectives marketing plan • List action points  Target Market MARKETING Identification/Analysis • Summarize any risks PLAN  THIS IS A PARTIAL PREVIEW resources (as needed) Marketing Plans • Request additional • Summarize conclusions You can download the full document at http://PPTLab.com. PPT Lab isFinancials a crowdsourced presentation design service.  Organizational Plan  Critical IssuesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 49
  • 50. 1 4With the marketing plan in place, the goal is now Develop Marketing Analyze Opportunities Tactics 2 5to implement it Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Implementation (1 of 2) Strategies and Control  A plan is as good as implementation Most important element in implementing a plan is following up on it’s built-in  steps  Following up and tracking vs.PARTIAL PREVIEW to the success THIS IS A actual results is crucial You can download the full document at http://PPTLab.com. Another Lab is a crowdsourced presentation design service. PPT essential element is having all marketing activities or tools  responsibilities clearly assigned  A useful marketing plan must be a live plan The goal of planning is implementation.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 50
  • 51. 1 4For implementation success, the plan should Develop Marketing Analyze Opportunities Tactics 2 5be simple, specific, realistic, and comprehensive Determine Target Markets Plan Marketing Analyze Opportunities Programs 3 Design Marketing 6Organize, Implement,Implementation (2 of 2) Strategies and Control Keys to implementation… Key factors that will determine the level of implementation…  Is the plan simple?  Realism THIS IS A PARTIAL PREVIEW  Is the plan specific  Ownership You can download the full document at http://PPTLab.com.  Is thePPT realistic? crowdsourced presentation design service. plan Lab is a  Tracking and follow-through  Is the plan comprehensivePPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 51
  • 52. Contents  Executive Summary  Marketing Management Process  Conclusion  TemplatesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 52
  • 53. We can envision the marketing plan as a pyramidThe Marketing Plan Pyramid Objectives THIS IS A PARTIAL PREVIEW Strategies You can download the full document at http://PPTLab.com. PPT Lab is a crowdsourced presentation design service. Tactics ProgramsPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 53
  • 54. Tactics and programs can support multiple segmentsThe Marketing Plan Pyramid Market Segment 1 Market Segment 2 TACTIC TACTIC TACTIC THIS IS A PARTIAL PREVIEW You can download the full document at http://PPTLab.com. TACTIC PPT Lab is a crowdsourced presentation design service. PROGRAM PROGRAM PROGRAM PROGRAMPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 54
  • 55. Some closing thoughts…Things to Remember  The target market defines the market need and product or service offering  Focus on markets and niches: Marketing strategies need to focus on market segments and niches within those segments, not products THIS IS A PARTIAL PREVIEW  You can download the full document at http://PPTLab.com. Strategy: PPT Lab is a crowdsourced presentation design service. A well-implemented, mediocre strategy is better than a brilliant strategy not implemented  Implementation: A plan won’t be implemented unless specific responsibilities are assigned to specific people Milestones are established and agreed upon And the people responsible know that someone will follow-up to check on resultsPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 55
  • 56. Contents  Executive Summary  Marketing Management Process  Conclusion  TemplatesPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 56
  • 57. Insert HeadlineObjective, Strategy, Tactics – TEMPLATE OBJECTIVE: <Objective Statement> STRATEGY TACTICS  Filler text  Filler textPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 57
  • 58. Insert HeadlineStrategy, Tactics, Programs – TEMPLATE PROGRAM Program description TACTIC PROGRAM Tactic statement Program description PROGRAM Program description STRATEGY TACTIC Strategy statement Tactic statement PROGRAM Program description TACTIC PROGRAM Tactic statement Program description PROGRAM Program descriptionPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 58
  • 59. Insert HeadlineThe Marketing Plan Pyramid – TEMPLATE • Filler text filler text filler text • Filler text filler text filler text Objectives • Filler text filler text filler text • Filler text filler text filler text Strategies • Filler text filler text filler text • Filler text filler text filler text Tactics • Filler text filler text filler text • Filler text filler text filler text Programs Insert bumper.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 59
  • 60. Insert HeadlinePromotional Methods – TEMPLATE PROMOTIONAL METHOD DETAILS • Filler text Advertising • Filler text Sales Forces • Filler text Sales Promotion • Filler text Public Relations • Filler text Programs Direct Marketing • Filler text Trade Shows and ExhibitionsPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 60
  • 61. Insert HeadlinePromotional Methods – TEMPLATE (ALTERNATE) SALES FORCES SALES ADVERTISING (Personal Selling) PROMOTION • Filler text filler text filler text filler text filler • Filler text filler text filler text filler text filler • Filler text filler text filler text filler text filler text filler text text filler text text filler text • Filler text filler text • Filler text filler text • Filler text filler text PUBLIC DIRECT TRADE SHOWS RELATIONS MARKETING AND EXHIBITIONS • Filler text filler text filler text filler text filler • Filler text filler text filler text filler text filler • Filler text filler text filler text filler text filler text filler text text filler text text filler text • Filler text filler text • Filler text filler text • Filler text filler textPPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 61
  • 62. PPT Lab (www.pptlab.com) is the only crowdsourced presentation design service. Get consulting-quality presentations at a fraction of the cost!www.PPTLab.comsupport@pptlab.com Each month, we will create well over 50 slides of for our members. As a member, you will drive what business slides we create by submitting your own presentation projects to our team. All presentations will be created by a team of management consultants and follow the Consulting Presentation Framework.PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 62