This is simple summary about marketing plan

1. Marketing
Engy Ali
HR Coordinator

2. What’s Marketing?
“The process by which companies create value for customers and build strong
customer relationships in order to capture value from customers in return” .
Kotler et al. 2015

3. The Marketing Process

4. Marketing Plan
Marketing Plan
Executive
Summary
Situational
Analysis
Marketing
Objectives
Marketing
Strategies
S.T.P
Marketing
mix
Schedules
&
budgets
Implementation Control

5. 1- Situational Analysis
Situational Analysis
SWOT PESTEL Market Analysis
Market Size Growth Rate
PPG
CAGR
MATT
Competitive
Analysis
• Political
• Economic
• Socio Culture
• Technological
• Ecological
• Legal
• Strengths
• Weakness
• Opportunity
• Threat

6. 2- Marketing Objectives
Objective should be SMART
S Specific
M Measurable
A Achievable
R Realistic
T Time related

7. 3- Marketing Strategies:
• The Way to Achieve the Objectives.
• Michael Porter has proposed three generic strategies that provide a
good starting point for strategic thinking:
 Cost leadership
 Differentiation
 Focus

8. Marketing Strategies:
Ansoff Growth Matrix
• Market Penetration:
making more sales to current customers without changing its products.
How? Add new stores in current market areas, improvements in advertising, prices.
• Market Development:
identify and develop new markets for its current products.
How? Review new demographic (senior consumers) or geographic (Asian, European & Australian)
markets.
• Product Development
offering modified or new products to current markets.
How? Increasing food offerings, extend to Frappuccino drinks.
• Diversification
start up or buy businesses outside current products and markets.

9. 4- S.T.P
 Segmentation:
BehavioristicPsychographicGeographicDemographic

10. Segmentation Variables

11. Targeting
Undifferentiated
Marketing
Differentiated
Marketing
Concentrated
Marketing

12. Positioning
How the customers are perceiving the product versus other products
in the market ?

13. Positioning criteria
Positioning
Methods
Benefits
User
category
Against
Competitors
Occasion
Hybrid
basis

14. 4- Marketing mix
Tactics
Product
Tangible
In Tangible
Price
Skimming
Penetratio
n
Place
Up Market
Down
Market
Promotions
Advertising
Personal
Selling
Sales
Promotions
Direct
Market
Public
Relations
People Process
K
I
S
S
Physical
Evidence

15. Best Regards
ENGY ALI