How to develop aMarketing PlanBy Nicky Hayward-Wright29th November 2005“Charting the Information Future”Health & OPALS Lib...
What is marketing?Marketing is not just aboutselling or advertising, it isabout satisfying customers’needs and wants, by p...
Strategic Process Organisation’s strategicand business plans Mission and vision statements SWOT analysis Stakeholder a...
Planning Activities Target markets and segmentation Consumer analysis Understanding the markets Stakeholder analysis ...
Marketing Mix – Producto Goodso Serviceo Placeo Persono Ideao Product line
Marketing Mix – Priceo Moneyo TimeMarketing Mix – Placeo Locationo Availabilityo Accesso Service levels
Marketing Mix – Promotiono Publicityo Advertisingo Direct Mailo Interneto Face to face sellingo Open days
Customer needs(solution) ConvenienceCost to customer CommunicationProduct PlacePromotionPriceTargetMarketCustomer needs(so...
Marketing StrategyExecutive SummaryMission and Vision statementBusiness and Product ReviewSituation analysis; SWOT, intern...
Benefits of Planning Development of right products and service Ensures business growth in a controlled way Resources ar...
“There will always, one can assume,be a need for selling. But the aim ofmarketing is to make sellingsuperfluous. The aim o...
Suggested ResourcesLibrary Marketing : Thinking Outside the Boxhttp://www.librarymarketing.blogspot.com/Marketing Library ...
Presentation byNicky Hayward-WrightManagerLibrary & Information ServiceAlzheimer’s Australia NSW
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How to develop a markeing plan (2005)

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How to develop a Marketing Plan - presentation at Health & OPALS Libraries of NSW Forum, November 2005

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How to develop a markeing plan (2005)

  1. 1. How to develop aMarketing PlanBy Nicky Hayward-Wright29th November 2005“Charting the Information Future”Health & OPALS Libraries of NSW Forum
  2. 2. What is marketing?Marketing is not just aboutselling or advertising, it isabout satisfying customers’needs and wants, by providingthe desired product or service.
  3. 3. Strategic Process Organisation’s strategicand business plans Mission and vision statements SWOT analysis Stakeholder analysis Customer surveys Client feedback forms
  4. 4. Planning Activities Target markets and segmentation Consumer analysis Understanding the markets Stakeholder analysis Marketing Mix
  5. 5. Marketing Mix – Producto Goodso Serviceo Placeo Persono Ideao Product line
  6. 6. Marketing Mix – Priceo Moneyo TimeMarketing Mix – Placeo Locationo Availabilityo Accesso Service levels
  7. 7. Marketing Mix – Promotiono Publicityo Advertisingo Direct Mailo Interneto Face to face sellingo Open days
  8. 8. Customer needs(solution) ConvenienceCost to customer CommunicationProduct PlacePromotionPriceTargetMarketCustomer needs(solution) ConvenienceCost to customer CommunicationProduct PlacePromotionPriceTargetMarketRESEARCH&ANALYSISRESEARCH&ANALYSISRESEARCH&ANALYSISRESEARCH&ANALYSIS© Nicola Hayward-Wright 2005Marketing MixInteractions
  9. 9. Marketing StrategyExecutive SummaryMission and Vision statementBusiness and Product ReviewSituation analysis; SWOT, internal/external environment,customer needs analysis, current situation, product andservice reviewMarket ReviewTrends overview, Market segments, Target marketGoals and ObjectivesStrategiesPositioning, Product , Pricing, Distribution,Communications/PromotionAction Plan and ImplementationAction plans and tasks, Budget , ScheduleEvaluationReview and evaluation systems
  10. 10. Benefits of Planning Development of right products and service Ensures business growth in a controlled way Resources are identified and allocated Activities are organised and managed Staff are engaged and can take ownership ofthe outcomes Performance can be monitored, measuredand rewarded
  11. 11. “There will always, one can assume,be a need for selling. But the aim ofmarketing is to make sellingsuperfluous. The aim of marketingis to know and understand thecustomer so well that the product[or service] fits him and sells itself.Ideally marketing should result in acustomer who is ready to buy [orreceive]. All that should be neededthen is to make the product orservice available.”Druker, P. (1973). Management: tasks, responsibilities, practices. Harper & Row:New York, pp. 64-65. In Kotler, P. (2000). Marketing management. 10th ed.Prentince-Hall: London, p 8.
  12. 12. Suggested ResourcesLibrary Marketing : Thinking Outside the Boxhttp://www.librarymarketing.blogspot.com/Marketing Library Services (MLS)http://www.infotoday.com/mls/Marketing: Sources for Library and Information Serviceshttp://dis.shef.ac.uk/sheila/marketing/sources.htmMarketing Your Library (Emerald, Library Link)http://iris.emeraldinsight.com/vl=16780277/cl=22/nw=1/rpsv/librarylink/marketing/marketing.htmMarketing Your Library – Resources for MarketingLibraries On and Off the Internet.http://www.librarysupportstaff.com/marketinglibs.htmlURLs correct as of 30 October 2005
  13. 13. Presentation byNicky Hayward-WrightManagerLibrary & Information ServiceAlzheimer’s Australia NSW

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