Marketing Plan Design

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Marketing Plan Design

  1. 1. How to create a blueprint for powerful marketing tactics Marketing Plan Design
  2. 2. Stella De Zotti Australian Businesswomen’s Network
  3. 3. Cheryl Hayman Hayman Strategy
  4. 4. GoToMeeting Corporate is the most cost-effective, accessible and easily managed online collaboration solution ever. Sponsored by
  5. 5. Anne Sorensen Marketing Is Us
  6. 6. Today <ul><li>The Three W’s </li></ul><ul><li>How </li></ul><ul><li>Key Elements: </li></ul><ul><li>Technology & Customer Focus </li></ul>
  7. 7. What is a marketing plan? What is a marketing plan? Image Credit: http://www.freedigitalphotos.net
  8. 8. Benefits Image credit: Francesco Marino http://www.freedigitalphotos.net/images/view_photog.php?photogid=809
  9. 9. <ul><li>Part 1 – The Situation </li></ul><ul><li>Part 2 – Strategies </li></ul>The Design Image Credit: Suat Eman http://www.freedigitalphotos.net/images/view_photog.php?photogid=151
  10. 10. <ul><li>Business Overview </li></ul><ul><li>Market – size, trends </li></ul><ul><li>Market Segmentation </li></ul><ul><li>Customer Buying Behaviour </li></ul><ul><li>Audit – current activity assessment </li></ul><ul><li>SWOT </li></ul>Part 1 – The Situation Image Credit: Suat Eman http://www.freedigitalphotos.net/images/view_photog.php?photogid=151
  11. 12. <ul><li>Objectives </li></ul><ul><li>Target Audiences </li></ul><ul><li>Marketing Mix: The P’s: Product Price Place Promotion ..and .. </li></ul><ul><li>Service – People, Processes, Physical Evidence </li></ul><ul><li>Evaluation (Monitoring & Controls) </li></ul><ul><li>Action Plan </li></ul><ul><li>Budget </li></ul>Part 2 – Strategies Image Credit: Suat Eman http://www.freedigitalphotos.net/images/view_photog.php?photogid=151
  12. 14. Key Element: Customer Focus Image Credit: Graur Razvan http://www.freedigitalphotos.net/images/view_photog.php?photogid=987
  13. 15. Key Element: Technology Image Credit: Salvatore Vuono http://www.freedigitalphotos.net/images/view_photog.php?photogid=659
  14. 16. Action Plan: Mini Calendar Sample Business Logo: Values: Vision: Mission : Objectives: Key Audiences: Activity Jul Aug Sep Oct Nov Dec Budget Success Measurement List activities in this column .. Establish website Est so med campaign Confirm pricing strategy Publicity Ad words Review & Measurement
  15. 17. Measure Refine Measure
  16. 18. Summary
  17. 19. <ul><li>‘ Marketing by interrupting people isn’t cost effective any more … Instead the future belongs to marketers who establish a foundation and process where interested people can market to each other . Ignite consumer networks and then get out of the way and let them talk ’ </li></ul><ul><li>Seth Godin </li></ul>
  18. 20. Question Time
  19. 21. GoToMeeting Corporate is the most cost-effective, accessible and easily managed online collaboration solution ever. Sponsored by
  20. 22. <ul><li>1. Review the webinar </li></ul><ul><li>2. Visit Anne’s profile on the directory </li></ul><ul><li>3. Review or create a marketing plan (keep it simple) </li></ul>Next Steps
  21. 23. <ul><ul><li>Develop effective marketing strategies that set your business apart. </li></ul></ul><ul><ul><li>Differentiate your brand and maximise growth </li></ul></ul><ul><ul><li>Understand your </li></ul></ul><ul><ul><li>Define your brand and its strategic role in the business </li></ul></ul><ul><ul><li>The best structure for defining and building your marketing strategy </li></ul></ul><ul><ul><li>24 March 2010 10.30am – 11.30am AEDST </li></ul></ul>Strategic Marketing

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