The document discusses how to build an effective marketing plan. It presents a traditional marketing process model involving setting objectives, conducting a SWOT analysis, developing a marketing strategy and mix, and implementing, evaluating, and controlling the plan. It acknowledges this model is still valid but that the marketing environment has changed significantly. Specifically, it notes the proliferation of brands, fragmented customer segments, more connected consumers with less loyalty, new sales channels and communication vehicles. Therefore, an effective marketing plan now requires increasing small bets, continuous measurement and feedback, flexibility, exploiting social influence, and agility in supply chains.

1. Marketing
How to build a marketing plan?
12/1/2007
Laurent Bouty
1

2. How to build a Marketing Plan?
Question
• Why building a marketing plan?
• What should we do for building a marketing plan?
2
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
2

3. How to build a Marketing Plan?
The Marketing Process
Corporate mission and
objectives
Marketing audit
SWOT
Marketing objectives
Marketing strategy
Marketing Mix
Product Promotion
Price People
Place Process
Implementation
Evaluation
Control
3
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
3

4. How to build a Marketing Plan?
Question
• Do you think the model is still valid?
4
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
4

5. How to build a Marketing Plan?
Do they follow the marketing process?
5
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
5

6. How to build a Marketing Plan?
Do they have a plan?
6
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
6

7. How to build a Marketing Plan?
Leader - Why?
7
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
7

8. How to build a Marketing Plan?
Why are they different?
8
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
8

9. How to build a Marketing Plan?
Question
• What do you think has changed?
9
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
9

10. How to build a Marketing Plan?
Evolution of the marketing concept
Customer
orientation
Portfolio
Customer Competitor
(rediscovered)
analysis selection theory
analysis
Quality/ The New
The Old Value Marketing
Strategy
Marketing Delivery Concept
Planning
Concept
Long-range Total quality Distinctive
planning management competence
Webster (1994) 10
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
10

11. How to build a Marketing Plan?
Element 1 - Proliferation
• More Brands
• More Products
• More Choices
• More Info
• More Speed
• More Stress
11
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
11

12. How to build a Marketing Plan?
Element 2 - Fragmenting customer segments
• Increase of different customer
segments
• Influence of ethnicity
• Life-style difference in
consumption pattern
12
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
12

13. How to build a Marketing Plan?
Element 3 - Consumers are connected
• Social Networks
• Self-generated content
• Communities
• Blogs
• Product ratings
13
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
13

14. How to build a Marketing Plan?
Element 4 - Consumers’ behaviour
• Less Time
• Less Attention
• Less Ignorance
• Less Stability
• Less Loyalty
14
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
14

15. How to build a Marketing Plan?
Element 5 - Sales and Distribution Touchpoints
• New channels (eg.Ebay)
• New Touchpoints (eg.
Mobile phones)
• New distribution partners
(eg. Tesco for Travel)
15
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
15

16. How to build a Marketing Plan?
Element 6 - Diverse communication vehicles
• Old Media
– TV
– Radio
– Press
• New Media
– Internet
– Viral Marketing
– Product Placement
– Banner
– Online Video
16
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
16

17. How to build a Marketing Plan?
So: Plenty of challenges
• How to differentiate?
• How to create value?
• How to capture value?
• How to reach people?
• How to manage?
• How to survive?
17
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
17

18. How to build a Marketing Plan?
Question
• What should we do differently when building a marketing
plan?
18
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
18

19. How to build a Marketing Plan?
New rules
• Increase the number of bets, and decrease their size
• Focus on detection, measurement and feedback
• Follow through with flexible marketing budget
• Exploit naturally emerging social influence
• Build flexibility into supply chains and contract
Source: Marketing in an unpredictable world - HBR - Sept 2006
19
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
19

20. How to build a Marketing Plan?
The Marketing Process - New rules
Corporate mission and
objectives • Marketing objectives
Marketing audit – Period?
– Calendar?
SWOT
– ROI?
Marketing objectives
– Cross-functional
– Customer life cycle
Marketing strategy
– Short term
Marketing Mix
– Long term
Product Promotion
Price People
Place Process
Implementation
Evaluation
Control
20
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
20

21. How to build a Marketing Plan?
The Marketing Process - New rules
Corporate mission and
objectives • Marketing strategy
Marketing audit – Precision, adaptability and
segmentation
SWOT
– Pricing: test, transparency,
Marketing objectives
flexibility
– All channels (old and new)
Marketing strategy
– Project and program based
Marketing Mix approach
Product Promotion
– Multi-skills people
Price People
Place Process
Implementation
Evaluation
Control
21
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
21

22. How to build a Marketing Plan?
The Marketing Process - New rules
Corporate mission and
objectives • Implementation/control
Marketing audit – Project budget
– Start small, scale fast
SWOT
– Real-time tracking
Marketing objectives
– ROI
– Influencer, Social network,
Marketing strategy
Emerging networks
Marketing Mix
– Ensure your suppliers are
Product Promotion
also flexible
Price People
Place Process
Implementation
Evaluation
Control
22
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
22

23. How to build a Marketing Plan?
Conclusions
• Current process is still valid
• Rules have changed
• Marketing job is more complex
23
© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
23

24. Thank You
Laurent Bouty
Leading Worlds
laurent.bouty@leadingworlds.com
24
24