1. Marketing plan How to create a business plan & Promotion analysis IBMS403 Ashley Wang 0814412 Betty Tong 0815287 Elaine Su 0815818 Ivory Wu 0812283 Joenny Cao 0915062 Kelvin Zhang 0812016 START HERE

2. Financial budget Place Product Mission & Vision Introduction Content Price Promotion SUNRISE Club IBMS403 Group 3 Contact Us [email_address]

3. Introduction Essentially the Marketing Plan: 1 of 19 Contact Us [email_address] SUNRISE Club IBMS403 Group 3 Ø F ully understanding the results of past marketing decisions Ø S etting future goals and provides direction for future marketing Ø K ey component in obtaining funding to pursue new initiatives Ø F ully understanding the market in which they operate

4. Reasons of a marketing plan needed Annually marketing planning process No.1 T o introduce something new, or trying to fix an existing problem. No.2 A component within an overall business plan No.3 2 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address]

5. Mission A mission describes the organisation ’ s basic function in society, in terms of the products and services it produces for its customers 3 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] • It provides an outline of how the marketing plan should seek to fulfil the mission • It provides a means of evaluating and screening the marketing plan; are marketing decisions consistent with the mission? • It provides an incentive to implement the marketing plan

6. Vision 4 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] A vision helps motivate employees. It helps set the direction of corporate and marketing strategy. S ix requirements for success: - Provides future direction - Expresses a consumer benefit - Is realistic - Is motivating - Must be fully communicated - Consistently followed and measured

7. Product The product is at the heart of the marketing exchang e 5 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Product classification -Product-based classification -user-based classification Branding

8. Promotion Plan 6 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] What is your unique selling points you want to deliver to your customer?

9. Promotion Plan Step 1: Utilize the promotion mix 7 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address]

10. 8 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] The Internet, television, radio, newspapers, magazines, billboards, etc Offering free samples, coupons, tradeshows/exhibitions, product demonstrations Sales presentations, sales meetings, sales training, telemarketing Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, seminars Mobile messaging, e-mail, interactive consumer websites, online display ads, fliers Promotion Plan The promotion mix Advertising Personal selling Sales promotion Direct marketing Public relations

11. 9 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Frequency, cost, build brand image, stimulate short-term sales Using of various format, attract attention, stimulate quick response Effective, convictions, personal interaction, feedback and adjustment, long-term commitment Highly credible, relatively inexpensive, build corporate image Various forms, four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive, well-suited to highly-targeted marketing efforts Promotion Plan Step 2: Evaluate the promotion mix Advertising Personal selling Sales promotion Public relations Direct marketing

12. Promotion Plan Step 3: Consider Product life cycle 10 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address]

13. Promotion Plan Step 4: Make decision 11 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Decide upon the best way to leverage the different elements of the mix to maximize the return on your investment Balance the various parts of the promotion mix Define total budget first

14. Place (Distrubition) 12 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Product distribution (or place) refers to how you're an organization will distribute the product or service they are offering to the customer.

15. 13 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Place ( Distribution ) The distribution channel

16. 14 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Place ( Distribution ) The types of channel intermediaries - Wholesalers - Retailers - Distributors - Franchisees - Agents and brokers

17. 15 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Place ( Distribution ) Distribution strategies Intensive distribution Selective distribution Exclusive distribution

18. 16 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Price Pricing strategy Ø What is the cost of your product or service? Ø How does the pricing of your product or service comparing to the market price of similar products or services? Ø How the pricing of your product or service is competitive? Ø What kind of Return On Investment do you expect with this pricing strategy? T he price you charge has to be competitive but still allow you to make a reasonable profit.

19. 17 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Financial Summary What is the budget ？ A budget is the place where you link all of the rest of your planning to numbers and timing A budget is the roadmap where you believe you want to go

20. 18 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Financial Summary Pro-forma monthly income statements Definition 1. An important tool for planning future business operations 2. Providing an important benchmark or budget 3.Providing you with invaluable information How to Create Estimat ing final sales and expenses for the current year

21. 19 of 19 SUNRISE Club IBMS403 Group 3 Contact Us [email_address] Financial Summary Analysis of calculations Breakeven analysis: A company has broken even when its total sales or revenues equal its total expenses. The breakeven point is the lower limit of profit when determining margins. Breakeven Point = Fixed Costs/(Unit Selling Price - Variable Costs) Contribution margin analysis: Above the breakeven point, every additional unit sold increases profit by the amount of the unit contribution margin, which can be used as a measure of operating leverage. Unit Contribution Margin = Sales Price - Variable Costs

22. THANK YOU SUNRISE Club IBMS403 Group 3 Contact Us [email_address]