+ Tourism Enterprises http://flickr.com/photos/ahron/215288622/in/photostream Marketing Planning How to Develop a Practical Marketing Plan

Market Planning Planning for the future helps ensure there is one What every organisation should be asking Where are we now? Where should we be or do we want to be? How do we get there

Planning for the future helps ensure there is one

What every organisation should be asking

Where are we now?

Where should we be or do we want to be?

How do we get there

‘ Why Plan? Provides clear set of actions Helps establish priorities Action prompt for others Sets measurable goals Helps with budgeting Sells new and innovative products Gives the organisation continuity Test against overall organisations strategy Provides a sense of control

Provides clear set of actions

Helps establish priorities

Action prompt for others

Sets measurable goals

Helps with budgeting

Sells new and innovative products

Gives the organisation continuity

Test against overall organisations strategy

Provides a sense of control

Key Elements 1. Statement of Purpose 2. Situation Analysis Organisations Situation Target Markets Customer needs & wants Key factors for success Competitor Analysis Competitive Advantage Trends SWOT 3. Marketing & Organisations Objectives 4. Overall Marketing Strategy 5. Marketing Mix Tactics Product Price Promotion Distribution 6. Market Research Program 7. Financials 8. Timing 9. Measuring Results 10. Appendices

1. Statement of Purpose

2. Situation Analysis

Organisations Situation

Target Markets

Customer needs & wants

Key factors for success

Competitor Analysis

Competitive Advantage

Trends

SWOT

3. Marketing & Organisations Objectives

4. Overall Marketing Strategy

5. Marketing Mix Tactics

Product

Price

Promotion

Distribution

6. Market Research Program

7. Financials

8. Timing

9. Measuring Results

10. Appendices

The Organisations Reasons for being General Statement about the organisation What you do “ A is the B that does C for you” BENEFIT related The Warehouse - “Where Everyone Gets a Bargain” 1. Statement of Purpose

The Organisations Reasons for being

General Statement about the organisation

What you do

“ A is the B that does C for you”

BENEFIT related

The Warehouse - “Where Everyone Gets a Bargain”

“ Where are we now?” The Organisation Target Markets (Segments) Customers needs and wants Key factors for success Competitor analysis Market trends Social Environmental Economic Regulatory SWOT Strengths & Weaknesses Opportunities & Threats Assumptions Key issues 2. Situation Analysis

“ Where are we now?”

The Organisation

Target Markets (Segments)

Customers needs and wants

Key factors for success

Competitor analysis

Market trends

Social

Environmental

Economic

Regulatory

SWOT

Strengths & Weaknesses

Opportunities & Threats

Assumptions

Key issues

3. Objectives 12 months 5 years (longer term) Should be: written specific time bounded measurable believable and achievable Shorter term objectives should dovetail into longer term objectives

12 months

5 years (longer term)

Should be:

written

specific

time bounded

measurable

believable and achievable

Shorter term objectives should dovetail into longer term objectives

4. Marketing Strategy/ies How will we get there generally Product strategies eg. new markets/segments for existing products core business new products for existing market totally new product Product mix strategies eg. products/services that always sell well products or services that are currently experiencing high uptake Products or services where demand has gone Positioning Strategy eg. price cheapest most expensive best value for money middle of the road Competitive Cost leadership focus differentiation

How will we get there generally

Product strategies eg.

new markets/segments for existing products

core business

new products for existing market

totally new product

Product mix strategies eg.

products/services that always sell well

products or services that are currently experiencing high uptake

Products or services where demand has gone

Positioning Strategy eg. price

cheapest

most expensive

best value for money

middle of the road

Competitive

Cost leadership

focus

differentiation

5. Tactics “ How will we get there specifically ” Product Price Promotion Advertising (include Internet) Direct marketing eg. mail order Sales Promotion Personal Selling Publicity PR (incl. Sponsorship) Message Media (Place) Distribution

“ How will we get there specifically ”

Product

Price

Promotion

Advertising (include Internet)

Direct marketing eg. mail order

Sales Promotion

Personal Selling

Publicity

PR (incl. Sponsorship)

Message

Media

(Place) Distribution

6. Market Research “ What information do we need?” Customer Feedback awareness satisfaction Your own organisations performance KPI The Market Primary Secondary Research Continually Make use of 3rd party research Research is time & money well spent!

“ What information do we need?”

Customer Feedback

awareness

satisfaction

Your own organisations performance

KPI

The Market

Primary

Secondary

Research Continually

Make use of 3rd party research

Research is time & money well spent!

7. Financials Marketing Budget 3% - 6% of turnover Advertising 50% Publicity (‘free’ media) 5% PR 5% Promotions 40% Previous P & L statements Member/Sales forecast Cash flow forecast/s Projected P & L Capital expenditure forecast Consider alternative scenarios eg. optimistic, pessimistic, realistic

Marketing Budget

3% - 6% of turnover

Advertising 50%

Publicity (‘free’ media) 5%

PR 5%

Promotions 40%

Previous P & L statements

Member/Sales forecast

Cash flow forecast/s

Projected P & L

Capital expenditure forecast

Consider alternative scenarios eg. optimistic, pessimistic, realistic

8. Timing Plan your activities well in advance Always look several months ahead and refine/update as you go. Do NOT leave things until the last minute! Assign responsibilities Time your spending (cash flow) Plan for capacity vs sales graph consider whether it is cost effective to target down-times

Plan your activities well in advance

Always look several months ahead and refine/update as you go. Do NOT leave things until the last minute!

Assign responsibilities

Time your spending (cash flow)

Plan for capacity vs sales

graph

consider whether it is cost effective to target down-times

9. Measuring Results “ How will we know if we got there, and if not, why not?” Record feedback ‘ Code’ adverts Record where people heard about you questionnaire phone encourage feedback Measure cost-effectiveness consider flow-on effect

“ How will we know if we got there, and if not, why not?”

Record feedback

‘ Code’ adverts

Record where people heard about you

questionnaire

phone

encourage feedback

Measure cost-effectiveness

consider flow-on effect

10. Appendices Income statement Member number growth Advertising copy Manufacturing/supply cost estimates Legal approvals (eg. copyright)

Income statement

Member number growth

Advertising copy

Manufacturing/supply cost estimates

Legal approvals (eg. copyright)

Tips Be realistic Be consistent Be relevant Involve all your staff and members (and even some of your best customers!) Be flexible Read widely Be ‘objectives-specific’ Use as ‘work-in progress’

Be realistic

Be consistent

Be relevant

Involve all your staff and members (and even some of your best customers!)

Be flexible

Read widely

Be ‘objectives-specific’

Use as ‘work-in progress’