How To Build A Marketing Plan

Marketing How to build a marketing plan? 12/1/2007 Laurent Bouty 1

How to build a Marketing Plan? Question • Why building a marketing plan? • What should we do for building a marketing plan? 2 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 2

How to build a Marketing Plan? The Marketing Process Corporate mission and objectives Marketing audit SWOT Marketing objectives Marketing strategy Marketing Mix Product Promotion Price People Place Process Implementation Evaluation Control 3 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 3

How to build a Marketing Plan? Question • Do you think the model is still valid? 4 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 4

How to build a Marketing Plan? Do they follow the marketing process? 5 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 5

How to build a Marketing Plan? Do they have a plan? 6 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 6

How to build a Marketing Plan? Leader - Why? 7 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 7

How to build a Marketing Plan? Why are they different? 8 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 8

How to build a Marketing Plan? Question • What do you think has changed? 9 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 9

How to build a Marketing Plan? Evolution of the marketing concept Customer orientation Portfolio Customer Competitor (rediscovered) analysis selection theory analysis Quality/ The New The Old Value Marketing Strategy Marketing Delivery Concept Planning Concept Long-range Total quality Distinctive planning management competence Webster (1994) 10 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 10

How to build a Marketing Plan? Element 1 - Proliferation • More Brands • More Products • More Choices • More Info • More Speed • More Stress 11 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 11

How to build a Marketing Plan? Element 2 - Fragmenting customer segments • Increase of different customer segments • Influence of ethnicity • Life-style difference in consumption pattern 12 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 12

How to build a Marketing Plan? Element 3 - Consumers are connected • Social Networks • Self-generated content • Communities • Blogs • Product ratings 13 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 13

How to build a Marketing Plan? Element 4 - Consumers’ behaviour • Less Time • Less Attention • Less Ignorance • Less Stability • Less Loyalty 14 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 14

How to build a Marketing Plan? Element 5 - Sales and Distribution Touchpoints • New channels (eg.Ebay) • New Touchpoints (eg. Mobile phones) • New distribution partners (eg. Tesco for Travel) 15 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 15

How to build a Marketing Plan? Element 6 - Diverse communication vehicles • Old Media – TV – Radio – Press • New Media – Internet – Viral Marketing – Product Placement – Banner – Online Video 16 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 16

How to build a Marketing Plan? So: Plenty of challenges • How to differentiate? • How to create value? • How to capture value? • How to reach people? • How to manage? • How to survive? 17 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 17

How to build a Marketing Plan? Question • What should we do differently when building a marketing plan? 18 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 18

How to build a Marketing Plan? New rules • Increase the number of bets, and decrease their size • Focus on detection, measurement and feedback • Follow through with flexible marketing budget • Exploit naturally emerging social influence • Build flexibility into supply chains and contract Source: Marketing in an unpredictable world - HBR - Sept 2006 19 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 19

How to build a Marketing Plan? The Marketing Process - New rules Corporate mission and objectives • Marketing objectives Marketing audit – Period? – Calendar? SWOT – ROI? Marketing objectives – Cross-functional – Customer life cycle Marketing strategy – Short term Marketing Mix – Long term Product Promotion Price People Place Process Implementation Evaluation Control 20 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 20

How to build a Marketing Plan? The Marketing Process - New rules Corporate mission and objectives • Marketing strategy Marketing audit – Precision, adaptability and segmentation SWOT – Pricing: test, transparency, Marketing objectives flexibility – All channels (old and new) Marketing strategy – Project and program based Marketing Mix approach Product Promotion – Multi-skills people Price People Place Process Implementation Evaluation Control 21 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 21

How to build a Marketing Plan? The Marketing Process - New rules Corporate mission and objectives • Implementation/control Marketing audit – Project budget – Start small, scale fast SWOT – Real-time tracking Marketing objectives – ROI – Influencer, Social network, Marketing strategy Emerging networks Marketing Mix – Ensure your suppliers are Product Promotion also flexible Price People Place Process Implementation Evaluation Control 22 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 22

How to build a Marketing Plan? Conclusions • Current process is still valid • Rules have changed • Marketing job is more complex 23 © LEADING WORLDS 2006 - THE MARKETING ARCHITECT 23

Thank You Laurent Bouty Leading Worlds laurent.bouty@leadingworlds.com 24 24

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How To Build A Marketing Plan

by Laurent Bouty

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