Marketing
How to build a marketing plan?
12/1/2007
Laurent Bouty
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How to build a Marketing Plan?
Question
• Why building a marketing plan?
• What should we do for building a marketing plan ?
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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
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How to build a Marketing Plan?
Question
• Do you think the model is still valid?
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How to build a Marketing Plan?
Do they follow the marketing process?
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How to build a Marketing Plan?
Do they have a plan?
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How to build a Marketing Plan?
Leader - Why?
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How to build a Marketing Plan?
Why are they different?
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How to build a Marketing Plan?
Question
• What do you think has changed?
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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
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How to build a Marketing Plan?
Element 1 - Proliferation
• More Brands
• More Products
• More Choices
• More Info
• More Speed
• More Stress
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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
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How to build a Marketing Plan?
Element 3 - Consumers are connected
• Social Networks
• Self-generated content
• Communities
• Blogs
• Product ratings
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How to build a Marketing Plan?
Element 4 - Consumers’ behaviour
• Less Time
• Less Attention
• Less Ignorance
• Less Stability
• Less Loyalty
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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)
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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
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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?
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How to build a Marketing Plan?
Question
• What should we do differently when building a marketing
plan?
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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
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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
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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
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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
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How to build a Marketing Plan?
Conclusions
• Current process is still valid
• Rules have changed
• Marketing job is more complex
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Thank You
Laurent Bouty
Leading Worlds
laurent.bouty@leadingworlds.com
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