Marketing Plan Development Framework

1,464 views

Published on

This Slideshare presentation is a partial preview of the full business document. To view and download the full document, please go here:
http://flevy.com/browse/business-document/marketing-plan-development-framework-174

A marketing plan is a comprehensive blueprint, outlining an organization's overall marketing efforts. This document is a guide to developing a comprehensive marketing plan.

Topics include:
Marketing Management Process
Market Segmentation
Market Analysis
Marketing Programs
Marketing Campaigns
Promotional Methods
Budgeting

This document includes both instructional slides and diagram templates.

Published in: Business, Health & Medicine

Marketing Plan Development Framework

  1. 1. Crowdsourced Business Presentation Design Service Marketing Plan Development Learn the Marketing Management Process February 25, 2014 A marketing plan is a comprehensive blueprint, outlining an organization’s overall marketing efforts. This document is a guide to developing a comprehensive marketing plan. Topics includes: Marketing Management Process, Market Segmentation, Market Analysis, Marketing Programs, Campaigns, Promotional Methods, Budgeting, and Marketing Plan PowerPoint Templates. ORIGINAL PROJECT DETAILS http://pptlab.com/ppt/Marketing-Plan-Template-24
  2. 2. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 4 Contents Conclusion Templates Marketing Management Process Executive Summary This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  3. 3. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 7 A good marketing plan will achieve all the following goals Marketing Plan Goals (1 of 2) Sets sales and expense budgets Defines strategies, tactics, and programs Sets sales and marketing objectives for chosen segments Focuses on strategic target markets and their underlying needs Checks environmental opportunities and threats Checks firm strengths and weaknesses Evaluates firm mission and vision for relevance/currency This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  4. 4. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 10 Contents Conclusion Templates Marketing Management Process Executive Summary This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  5. 5. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 13 There are countless ways to segment a market Market Segmentation Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 In many cases, best way to segment a market is actually by customer need. Age: under 18, 18-24, 25-34, etc. Gender: males, females Income: under $25K, $25-49K, $50K-100K, etc. Ethnicity: Caucasian, African, Hispanic, Asian, etc. Purchase history: triers, non-triers, heavy vs. light, etc. Product: PCs, laptops, pads, etc. Industry: Retail, construction, manufacturing, etc. Applications: Financial, CAD/CAM, etc. Geography: US, LATAM, EMEA, etc. Combinations of the above You can segment by Horizontal Markets You can segment by Vertical Markets You can segment by Consumer Markets You can segment by Industrial Markets This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  6. 6. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 16 Market Analysis Market Segment Definition Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 MARKET SEGMENT DEFINITION COMPANY ANALYSIS NEEDS AND REQUIREMENTS DISTRIBUTION CHANNELS COMPETITIVE FORCES COMMUNI- CATIONS KEYS TO SUCCESS • Define the name of the segment • Define the universe of potential buyers—market potential • Define growth forecast for total potential customers in the segment • Define the average transaction value of sale and/or average sales per year Market Segment Definition Overview This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  7. 7. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 19 Market Analysis Distribution Channels Distribution Channels Overview Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 MARKET SEGMENT DEFINITION COMPANY ANALYSIS NEEDS AND REQUIREMENTS DISTRIBUTION CHANNELS COMPETITIVE FORCES COMMUNI- CATIONS KEYS TO SUCCESS • Where do the customers go to fill their needs and requirements? • What is the channel of distribution for this customer segment? • How are they different than other segments? This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  8. 8. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 22 Market Analysis Keys to Success Keys to Success Overview Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 MARKET SEGMENT DEFINITION COMPANY ANALYSIS NEEDS AND REQUIREMENTS DISTRIBUTION CHANNELS COMPETITIVE FORCES COMMUNI- CATIONS KEYS TO SUCCESS • Is price more important than features? • Is ease of installation most important? • Is ease of conversion and time of conversion most important? • Is ease of use and learning more important? • Etc. This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  9. 9. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 25 We need to produce a statement describing the method of how an objective is to be achieved Developing the Strategic Statement / Marketing Objective Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 Align your marketing message with your target’s needs. Focus on selected target markets—not all targets Selected product offerings that appeal to target market needs Play to your company strengths—not weaknesses Strategies that aren’t focused won’t work Having too many target markets is just as bad as having none THINGS TO KEEP IN MIND What is the marketing message? How do you send that message to your target market? Where are they, what do they read, watch or listen to and how do they respond? How do you convert your leads to sales? How and where do you buy? KEY QUESTIONS This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  10. 10. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 28 We need what factors influence the marketing communication mix Key Factors and Constraints Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 What are the key factors influencing direction and promotional mix? Product? Media cost? Timing? What are you trying to accomplish? The target market analysis The marketing budget What is the competition doing? This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  11. 11. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 31 Promotional Methods Advertising Advertising Overview • Advertising is the creation and placement of paid messages to inform potential customers and solicit sales of your product • It can be a more long term approach to increasing sales than direct marketing, sales promotion, or personal selling • One-way communication vs. two-way communication of personal selling • It can be effective for wide target markets or narrow niches Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 ADVERTISING SALES FORCES (Personal Selling) SALES PROMOTION (Internal & External) PUBLIC RELATIONS DIRECT MARKETING TRADE SHOWS AND EXHIBITIONS This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  12. 12. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 34 Promotional Methods Public Relations Public Relations Overview • Public relations is what you get others to say about you • It involves planting commercially significant news in the media • It is a non-direct message about your company, product, project, or event • Because it appears written by others, it has great credibility • The goal of PR is to positively influence the marketplace about your company or products • Examples include: sponsoring trade events, speeches, white papers, newsletters, press releases Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 ADVERTISING SALES FORCES (Personal Selling) SALES PROMOTION (Internal & External) PUBLIC RELATIONS DIRECT MARKETING TRADE SHOWS AND EXHIBITIONS This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  13. 13. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 37 From promotional methods, we can construct targeted marketing campaigns Marketing Campaign Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 ADVERTISING SALES FORCES (Personal Selling) SALES PROMOTION PUBLIC RELATIONS DIRECT MARKETING TRADE SHOWS AND EXHIBITIONS A campaign is a unified group of marketing programs and promotional messages that embrace one central idea. PROMOTIONAL METHODS MARKETING CAMPAIGN Now that we understand the various promotional tools at our disposal… ... We can integrate various promotional methods into a cohesive campaign. CAMPAIGN This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  14. 14. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 40 We need to define what our marketing budget is Ways to Budget Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 From programs. Work forward to projected leads, closes, and generated revenues. 1 From revenues. Work backwards to average transaction values, to closes, to leads, and programs to generate them. 2 There are 2 common ways to determine the marketing budget: This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  15. 15. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 43 The marketing plan contains the following 7 sections Marketing Plan Outline Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 MARKETING PLAN Critical Issues Organizational Plan Target Market Identification/Analysis Marketing Plans (Strategies, Tactics, Programs) Financials (Expense Budget, Lead Generation, Sales Forecast) SWOT analysis and Marketing Objectives Executive Summary This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  16. 16. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 46 Marketing Plan Target Market Identification/Analysis Target Market Identification/Analysis Overviews Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 MARKETING PLAN Critical Issues Organizational Plan Target Market Identification/Analysis Marketing Plans Financials SWOT Analysis and Marketing Objectives Executive Summary • Summary • Market definition and segmentation • Segment strategy • Segment analysis: • Demographics • Needs and requirements • Distribution channels • Competitive forces • Communications • Keys to success This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  17. 17. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 49 Marketing Plan Organizational Plan Organizational Plan Overview Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 MARKETING PLAN Critical Issues Organizational Plan Target Market Identification/Analysis Marketing Plans Financials SWOT Analysis and Marketing Objectives Executive Summary • Cover organizational structure required to meet objectives • Indentify personnel and training requirements • Cover related expense budgets and sales quotas This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  18. 18. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 52 For implementation success, the plan should be simple, specific, realistic, and comprehensive Implementation (2 of 2) Analyze Opportunities 1 Determine Target Markets 2 Develop Marketing Tactics 4 Design Marketing Strategies 3 Analyze Opportunities Plan Marketing Programs 5 Organize, Implement, and Control 6 Key factors that will determine the level of implementation… Is the plan comprehensive Is the plan realistic? Is the plan specific Is the plan simple? Keys to implementation… Tracking and follow-through Ownership Realism This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  19. 19. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 55 Tactics and programs can support multiple segments The Marketing Plan Pyramid Market Segment 1 Market Segment 2 TACTIC TACTIC TACTIC PROGRAMPROGRAM PROGRAM PROGRAM TACTIC This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  20. 20. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 58 Insert Headline Objective, Strategy, Tactics – TEMPLATE OBJECTIVE: <Objective Statement> Filler text STRATEGY Filler text TACTICS This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  21. 21. PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 61 Insert Headline Promotional Methods – TEMPLATE DETAILS Programs Advertising • Filler text Sales Forces • Filler text Sales Promotion • Filler text Public Relations • Filler text Direct Marketing • Filler text Trade Shows and Exhibitions • Filler text PROMOTIONAL METHOD This document is a partial preview. Full document download can be found on Flevy: http://flevy.com/browse/document/marketing-plan-development-framework-174
  22. 22. 1 Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com

×