Marketing planning

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marketing planning

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Marketing planning

  1. 1. Marketing Planning
  2. 2. def Marketing planning engages in itself in shaping the future of a particular business unit. Meeting competition, protecting market share achieving profits at the business unit level are its concerns. The task here is to spot the needs of various segments of consumers in a given business, translate the needs into suitable products & make the required profits at the unit level.
  3. 3. Task Involved inMarketing Planning Analyzing the marketing environment & spotting the opportunities & threats. Internal appraisals Setting the marketing objectives of the unit. Formulating the marketing strategy of the unit Developing detailed marketing plans & programmes Formulating the marketing budget
  4. 4. Analyzing the marketingenvironment Favorable/ un favorable factors prevailing/ emerging in the environment Specific business opportunities available to the business unit & their relative attractiveness.
  5. 5. Internal appraisals Assessing strengths & weakness of business unit Assessing the health & status of product lines, products & brands Assessing the competitive advantages available to the unit
  6. 6. Setting the marketingobjectives Cues taken from corporate decision on SBUs Marketing objectives must be specified in clear terms
  7. 7. Formulating Marketingstrategy Selecting the target market Positioning Assembling the marketing mix
  8. 8. Developing detailedmarketing plan&programmes Product plan/ production plan Sales forecast/ sales plan Physical distribution plan Channel plan Advertising & sales promotion plan Sales force plan Sales organization plan
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