This document summarizes key points from chapters 2, 11, and 12 of a marketing course. It discusses marketing planning, advertising decisions, and promotions. Specifically, it covers the objectives and process of developing a marketing plan, factors in setting advertising budgets and targeting customers, and the objectives and impacts of various promotion strategies.
Mengembangkan Strategi dan Rencana Pemasarannitalulu
1. Bagaimana pemasaran mempengaruhi nilai pelanggan
2. Bagaimana perencanaan strategis dilaksanakan pada berbagai tingkat organisasi yang berbeda
3. Apa cakupan rencana pemasaran
This PDF gives a brief overview of how we operate to create measurable value; followed, more importantly, by a case study demonstrating results in the first half of 2009.
Mengembangkan Strategi dan Rencana Pemasarannitalulu
1. Bagaimana pemasaran mempengaruhi nilai pelanggan
2. Bagaimana perencanaan strategis dilaksanakan pada berbagai tingkat organisasi yang berbeda
3. Apa cakupan rencana pemasaran
This PDF gives a brief overview of how we operate to create measurable value; followed, more importantly, by a case study demonstrating results in the first half of 2009.
Presentation delivered to the Women of Whistler / Dazzle and Deliver Workshop May 8, 2008. Focus on providing an overview on the marketing planning process.
Market planning, brand development and communi- cations for innovative B2B companies selling emerging technologies and turnkey solutions to North American and international customers.
Oceancom offers an effective Hybrid Marketing alternative to hiring an expensive agency or
managing individual freelance people.
Presentation delivered to the Women of Whistler / Dazzle and Deliver Workshop May 8, 2008. Focus on providing an overview on the marketing planning process.
Market planning, brand development and communi- cations for innovative B2B companies selling emerging technologies and turnkey solutions to North American and international customers.
Oceancom offers an effective Hybrid Marketing alternative to hiring an expensive agency or
managing individual freelance people.
Using the Integrated Performance Solution (IPS), a client has created a new marketing campaign management blueprint and road map. The IPS developed by George B. Lampere provides a collaborative and integrated approach to align the people / organization, business processes, technology, and information / knowledge management. For more information, contact glampere@glampere.com
1. Marketing planning, ads and promotions
Product and Brand Management (23C630)
Ch. 2, Ch. 11 & Ch. 12
September, 20th
Giuseppe Pedeliento, University of Bergamo (Italy)
Visiting Aalto University School of Economics,
Department of Marketing
3. Marketing Plan
A marketing plan is a written
document containing the
guidelines for the business
center’s marketing programs
and allocations over the
planning period.
4. Time Horizons for Marketing Plans
Time Consumer Industrial Services
Period Products Products
1 year 62% 45% 65%
3 years 5% 5% 8%
5 years 15% 17% 3%
Long term 4% 3% 6%
Indefinite 0% 2% 2%
Other 14% 28% 16%
5. Hierarchy of Planning
Corporate
Strategic Planning
Group or Sector
Planning
SBU Planning
Annual Marketing
(Business) Plan
6. Objectives of a Marketing Plan
1. Define the current business situation.
2. Define problems and opportunities facing the business.
3. Establish objectives.
4. Define the strategies and programs necessary to achieve
the objectives.
5. Pinpoint responsibility for achieving product objectives.
6. Encourage careful and disciplined thinking.
7. Establish a customer/competitor orientation.
7. Frequent Mistakes in the Planning
Process
• The speed of the process
• The amount of data collected
• Who does the planning
• The structure
• Length of the plan
• Number of courses of action considered
• Who sees the plan
• Not using the plan as a sales document
• Insufficient senior management leadership
• Frequency of planning
8. Marketing Planning Sequence
Update
historical
data
Collect
current
situation
data
Data
analysis
Develop
objectives,
strategies,
programs
Develop
financial
document
Negotiate
s
final plan
Measure
progress
toward
objectives
Audit
8
9. Marketing Plan Summary (1/2)
I. Executive summary V. Supporting marketing
II. Situation analysis programs
A. Category/competitor definition VI. Financial documents
B. Category analysis
C. Company and competitor VII. Monitors and
analysis
controls
D. Customer analysis
E. Planning assumptions VIII. Contingency plans
III. Objectives
IV. Product/brand
strategy
9
11. Company mission
The Communi- or vision
cations Mix Overall business plan
Unit marketing plan
Unit communication plan
and objectives
Communications strategies
Advertising Public relations Sale Direct Packaging
promotion marketing and graphics
Advertising objectives
Advertising
strategy
Advertising
tactics
11
18. CHANNEL AND PROMOTION
STRUCTURE
Manufacturer Manufacturer
1 2
Trade
promotion
Customer Channel A Channel B
promotion (Retailer A) (Retailer B)
Retail
promotion
Customer
18
22. Factors Affecting Promotions
1. The product is relatively standardized (as opposed
to when the product is produced or supplied to
order).
2. There are many end users.
3. The typical purchase amount is small.
4. Sales are made through channel intermediaries
rather than directly to end users.
5. The product is premium priced.
6. The product has a high contribution margin.
7. The product or service has a small market share.
22
23. Impacts of Promotion
• Temporary retail price reductions substantially increase
sales
• Higher market share brands are less elastic
• The frequency of deals changes the consumer’s
reference price
• The greater the frequency of deals, the lower the
relevance of the deal for customers
• Display and feature advertising have strong effects on
item sales
• Advertised promotions can result in increased store
traffic
• Promotions affect sales in complementary and
competitive categories
24. Marketing planning, ads and promotions
Product and Brand Management (23C630)
Ch. 2, Ch. 11 & Ch. 12
September, 20th
Giuseppe Pedeliento, University of Bergamo (Italy)
Visiting Aalto University School of Economics,
Department of Marketing
