a MARKETING PLAN


        For………………
        For………………
Why?
and then what to do: AGENDA

• It comes to implementing the work already done and
  check with a marketing plan, indeed, i...
Planning means:

• Think ahead
• Decide in an integrated way
• Coordinate the different parts of the
  Company
• Increase ...
Why plan?

• Make sure that the future is taken
  into account
  Prepare for the inevitable
  Preventing the undesirable...
TWO DIMENSIONS

• Planning address
  Medium-long time horizon
   Medium-
  Light planning
  “Container” of various oper...
PLAN ADDRESS
• Contents
  Guidelines of conduct strategic marketing
  Guidelines competitive behavior
  Roadmap
  Main...
PLAN DETAILS
• Contents
  Details of the marketing actions
  Identifying responsibility for any action
  Details of the...
Mktg PROCESS
         Market analysis


     Strategy definition


         Construction supply


        Planning activit...
SWOT Analysis

• Performance of current marketing
  strategies
• Main threats or challenges
• Analysis of opportunities

 ...
Marketing Analysis


• marketing environment
  Key Components
  Major trends
  Analysis of buying behavior
  Segment a...
KEY COMPONENTS OF THE
          ENVIRONMENT
• Polity
• Economy
• Rules                                              Sector...
Trends MARKET
• Market size by volume and value
• Trends: development, stagnation,
  decline
• Seasonality (?)
• Product i...
ANALYSIS OF THE BEHAVIOR
          OF PURCHASE (or use)


Different roles in the acquisition
  Maker, user , influencer, ...
SEGMENT ANALYSIS

          EF          PB
                                      Enterprise Features
     EF          BS  ...
Mktg AUDIT
• Internal - Company position
  Strengths and Weaknesses
     o   Offer - marketing mix
     o   Marketing org...
STRUCTURE
                                          Mission
                                                              ...
Mktg RELATIONAL MODEL
                           Influencers
            Marketing                        Marketing
      ...
Mktg PLAN TO OFFER

• Addressed to the final
  Customer
• The plan offering the strategic
  guidelines
• Specific plans fo...
Mktg PLAN TO OFFER

•   Product plan
•   Sales plan
•   Communication Plan
•   Budget
•   Distribution Plan
Mktg Plan of influence

• Identifying target markets
• Analysis of the purchasing process
• Identifying Influencers
• Iden...
TOOLS Mktg OF INFLUENCE
• Advertising
• Internet
    Site dedicated (implementation - disclosure)
   Newsletter
   Broc...
TRADE Mktg Plan

• Plan chosen for replacement of the
  intermediaries / Influencers
• Definition of trade mktg mix
  mix...
TRADE Mktg Plan

• Policies to measure store and brand
  loyalty
• Construction and operation of a
  common information
• ...
RETAIL Mktg Plan
    (also useful for Exhibitions/Events)

•   “In-store” promotion
•   Product Layout
•   Display, brochu...
Internal Mktg Plan
• Identification of the internal target
• Internal communication on external
  marketing
• Liaison with...
Mktg Plan
         FRONT-END

• Roles of direct relationship
• Reporting procedures
• Content and “tone” of
  communicatio...
Operational Considerations

• Staff required
• Shares of internal communication
• Research and development
• Production ca...
Yeah,okay...
        but basically what to do?
• Ideas…………..
LIKELY PROBLEMS OF
        ENFORCEMENT PLAN

• Management supposedly
• Structural contradiction
• Marketing too prolific i...
OPPOSITION TO FORMAL
             PLANNING

• The lack of information
   We do not have sufficient information
   You ca...
To do this I need:

• Budget and …………
Who I am:
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A Marketing Plan

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How to create a Marketing Plan

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A Marketing Plan

  1. 1. a MARKETING PLAN For……………… For………………
  2. 2. Why?
  3. 3. and then what to do: AGENDA • It comes to implementing the work already done and check with a marketing plan, indeed, if with : • Strategic planning and strategic creativity Planning guidance and detail • Relationship marketing • The Marketing Plan • From strategy to action marketing we can do it!
  4. 4. Planning means: • Think ahead • Decide in an integrated way • Coordinate the different parts of the Company • Increase the rationality of conduct • Check
  5. 5. Why plan? • Make sure that the future is taken into account Prepare for the inevitable Preventing the undesirable Monitoring the monitorable Developing the desirable
  6. 6. TWO DIMENSIONS • Planning address Medium-long time horizon Medium- Light planning “Container” of various operational solutions Container” “Lean mktg”: focus on key construction and distribution of value • Detailed planning Short horizon Details of activities to be done Constantly revised
  7. 7. PLAN ADDRESS • Contents Guidelines of conduct strategic marketing Guidelines competitive behavior Roadmap Main roles of responsibility • Framework Medium-long time horizon Document a few pages Drafting and monitoring of top Mngmt
  8. 8. PLAN DETAILS • Contents Details of the marketing actions Identifying responsibility for any action Details of the planned state Details of the resources needed • Framework Short horizon Detailed document with continuous updates Drafting and monitoring of middle Mngmt
  9. 9. Mktg PROCESS Market analysis Strategy definition Construction supply Planning activities Development of Customers relationship of
  10. 10. SWOT Analysis • Performance of current marketing strategies • Main threats or challenges • Analysis of opportunities Strenght and weaknesses factors Company Comp. A Comp. B
  11. 11. Marketing Analysis • marketing environment Key Components Major trends Analysis of buying behavior Segment analysis Strategies of competitors
  12. 12. KEY COMPONENTS OF THE ENVIRONMENT • Polity • Economy • Rules Sectoral trends • Ecology Institutions and Politics Suppliers Economic trends • Tecnology Producers/Competitors • Value Ecology & Environment Facilitators Influencers Distributors Globalization or international context Customers Technological development Society and values
  13. 13. Trends MARKET • Market size by volume and value • Trends: development, stagnation, decline • Seasonality (?) • Product innovations in anticipation • Evolutionary trend in prices • Means of communication most used • Rate of customer loyalty • What are the products substitutes • Average life of the products
  14. 14. ANALYSIS OF THE BEHAVIOR OF PURCHASE (or use) Different roles in the acquisition Maker, user , influencer, etc.. Purchase Process Sensitivity to mktg variables Price, image, service, etc.. • Level of satisfaction-dissatisfaction • Composition of the purchasing center
  15. 15. SEGMENT ANALYSIS EF PB Enterprise Features EF BS PB Benefits Sought Purchasing Behavior EF PB • Measurability, substantiality, accessibility, Measurability, substantiality, accessibility, differentials, durability, profitability • Segment chosen on attractiveness and competitiveness • PERSONALIZATION
  16. 16. Mktg AUDIT • Internal - Company position Strengths and Weaknesses o Offer - marketing mix o Marketing organization o Systems and procedures for marketing • External - environmental conditions, the actors Opportunities and Threats o Economic Environment o Market o Competitors o “Scarcity” of product? Scarcity” product?
  17. 17. STRUCTURE Mission Corporate- Corporate-level Service Level Strategic planning Audit marketing SWOT analisjs Level of strategic marketing Positioning target Planning light Objectives and Strategies alternatives marketing mix Expected results plan Marketing mix chosen Budget Level of operational marketing Planning heavy Detailed implementation Plan and Organization Control system
  18. 18. Mktg RELATIONAL MODEL Influencers Marketing Marketing influence consultants Company Marketing deal Customers Trade Marketing marketing Retail Internal Marketing Internal front-end marketing Distributors Employees (?)
  19. 19. Mktg PLAN TO OFFER • Addressed to the final Customer • The plan offering the strategic guidelines • Specific plans for the tactical applications • Planning for mktg mix tools
  20. 20. Mktg PLAN TO OFFER • Product plan • Sales plan • Communication Plan • Budget • Distribution Plan
  21. 21. Mktg Plan of influence • Identifying target markets • Analysis of the purchasing process • Identifying Influencers • Identification points (moments) of influence • Building database Influencers • Analysis process of reporting Influencers/Customers • Identification and anticipation of benefits from the influencers Direct benefits Benefits for its Clients Benefits to their peers
  22. 22. TOOLS Mktg OF INFLUENCE • Advertising • Internet  Site dedicated (implementation - disclosure) Newsletter Brochure • PR - events ( fairs, launches, company visits, meetings with Directorates hotels, influencers, etc..) • Information materials ( brochures multilingual), postcards, etc.. • Specific concierge services ( if useful) • Dinners PR at sporting events etc.. • Fairs
  23. 23. TRADE Mktg Plan • Plan chosen for replacement of the intermediaries / Influencers • Definition of trade mktg mix mix products service Level structure prices / margins collaborative activities • By type of distribution
  24. 24. TRADE Mktg Plan • Policies to measure store and brand loyalty • Construction and operation of a common information • Organization for the management of the Plan Marketing/Communication & PR Manager (here I am!!)
  25. 25. RETAIL Mktg Plan (also useful for Exhibitions/Events) • “In-store” promotion • Product Layout • Display, brochure • atmosphere elements environment • Events (agreed with the influencers) • Published in cooperation – integrated mktg • sell-out actions promotions
  26. 26. Internal Mktg Plan • Identification of the internal target • Internal communication on external marketing • Liaison with external relational marketing plans Involvement in the process of baking external relational Reflections on the organization of relational marketing plans o Organizational change o Power and corporate culture • Accompanying the organization towards relationship marketing • Incentive Scheme
  27. 27. Mktg Plan FRONT-END • Roles of direct relationship • Reporting procedures • Content and “tone” of communications • Personal Communication Tools • Shares contact
  28. 28. Operational Considerations • Staff required • Shares of internal communication • Research and development • Production capacity and time • Logistics and customer service • Marketing information system
  29. 29. Yeah,okay... but basically what to do? • Ideas…………..
  30. 30. LIKELY PROBLEMS OF ENFORCEMENT PLAN • Management supposedly • Structural contradiction • Marketing too prolific in relation to the actual availability of the "product"? • Systems ritualized or unavailable • Lack of culture of Customers? • Lack of informations?
  31. 31. OPPOSITION TO FORMAL PLANNING • The lack of information We do not have sufficient information You cannot (or is impossible) to obtain information impossible) • The futility of prediction Reality continues to change • The rigidity of the plan We must increase the flexibility, not the bureaucracy • The particularity of the situation • Ours is a special situation, different from other
  32. 32. To do this I need: • Budget and …………
  33. 33. Who I am:

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