This document provides an overview of marketing planning and the steps involved in creating an effective marketing plan. It discusses analyzing the organization and market, developing goals and strategies, and implementing, monitoring and adjusting the marketing plan. The presentation aims to help understand the marketing planning process and key components like defining objectives, prioritizing strategies, and measuring performance. It emphasizes that planning is a continuous process of assessing assumptions, objectives and strategies.

1. The MAANZ MXpress Program
Marketing Planning
Dr Brian Monger
Copyright April 2013.
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These
notes may be used only for personal study associated with in the above referenced course and not in any
education or training program. Persons and/or corporations wishing to use these notes for any other purpose
should contact MAANZ for written permission.
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2. MAANZ International
• MAANZ International, is a Not for Profit,
internet based professional and educational
institute which has operated for over 25 years.
• MAANZ International offers Professional
Memberships;
• Marketing Courses (Formal and Short)
• And Marketing Publications
• www.marketing.org.au
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3. Dr. Brian Monger
• Brian Monger is the CEO of MAANZ International and a
professional marketer and consultant with over 40 years
local and international experience.
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4. This presentation aims to help you be able to:
• Understanding the steps in implementing the marketing plan
• Planning and scheduling the key components of the marketing plan
• Prioritising marketing strategies
• Managing the marketing process
• Implementing marketing strategies
• Briefing personnel responsible for various aspects of the marketing plan
• Briefing stakeholders
• Making and preparing a formal marketing plan presentation.
• The steps in monitoring the effectiveness of the marketing planning
process
• The importance of monitoring and measuring the firm’s marketing
performance.
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5. Marketing Plans
• Planning can be regarded as the systematic and informed application of
marketing resources to achieve marketing objectives.
• Planning is, or should be, therefore a continuous activity of marketing
management, rather than an irregular act.
• Although most of the literature on marketing planning portrays the
process as a series of discrete steps, the process is, in fact, a continuous
interplay of assumptions, objectives, strategies, programmes and
budgets, with a constant movement backwards and forwards, and with
some stages occurring concurrently rather than consecutively."
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6. A Marketing Plan
• This topic outlines the creation of the marketing plan.
• A business development or marketing plan is a written
document of the action to be taken and all of the activities
associated with implementation of the marketing mix. It
outlines who is responsible for managing the specific
activities in the plan, and provides a timetable indicating
when those activities must be performed.
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7. A Marketing Plan
• There is no single method of preparing and
presenting an organisation development
plan. Much will depend on the type of
market and the type of organisation.
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8. ANALYSIS AND EVALUATION
The Marketing Audit
ANALYSIS (Analysis and Evaluation of the organisation and its
Marketing)
Carry out Analyses
BUSINESS DEVELOPMENT/MARKETING PLANNING
(How will we get there?)
Detail Goals and Objectives
Develop Marketing Strategies
Identify Attractive Target Segment(s)
Develop Forecasts
Develop Action Programs
DEPARTMENTAL Review the elements of the plan
LEVEL TACTICAL
LEVELS
Value Offer Communicate Value Deliver Value
Marketing Operations
(Product and Price) (IMC/Promotion) (Distribution)
18
9
1 19 Advertising
Marketing
2
Brand Management Management 10 11 20
3 Resources H.R. 21 Personal Selling Channels Logistics
New Product 12
13 22
4
Development M.I.S. Marketing P.R
Market Research 14
Publicity 26 27 29
5 23
Packaging Intel
15 28
30
6 24 31
Sales Promotion
7 Pricing Internal Marketing 17
16
25
8
IMPLEMENTATION, MONITORING and CONTROL
Implement marketing activities
Monitor and review marketing performance
Adjust the plan Figure 1 Stages in the
Planning Process
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9. Marketing Programs
• Marketing programs generally comprise the following
elements:
• Statement of organisational mission/vision goals and
objectives.
• Market research findings. This part of the plan focuses on
elements such as the target segment and the marketing mix
considerations.
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10. Marketing Plan Overview
• Title page: title, date and authorship hi
• Executive summary: a very short key points synopsis (key strategy)
• Table of contents: a very detailed road map of the plan
• Organisational mission/goals
• Introduction—situation analysis:
• – background
• – normal forecast
• – opportunities and threats
• – strengths and weaknesses
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11. Marketing Plan Overview
• Corporate objectives and targets—clear statements of the
(SMART) objectives of the plan Marketing objectives and
targets:
• – sales objectives/targets for all value-offering lines
• – sales objectives for strategically critical value offerings
• – sales objectives for all distribution channels
• – sales objectives for sales force
• Sales projections—all value-offering lines:
• – sales projections by geography (division, region, territory)
• Marketing research information
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12. Marketing Plan Overview
• Segmentation and targeting information Marketing
strategy—target segment profiles for all value offerings
• Marketing strategy overview—key performance criteria; key
points of importance in formulating strategy
• Marketing mix strategies:
• – brand elements
• – product—(value-offering) line marketing strategies
• Pricing—value-offering line pricing objectives and strategies:
• – prices and price changes for value offering lines
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13. Marketing Plan Overview
• Channels of distribution—distribution objectives and strategies:
• – description of channels of distribution needed Promotion program:
• – advertising objectives and strategies
• – advertising media program and budget
• – advertising expenditures by month by media
• – advertising agency information
• – sales promotion objectives and strategies
• – sales promotion expenditures by item by month
• – publicity
• – sales program
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14. Marketing Plan Overview
• Implementation—the action program
• marketing activities timetable:
• – how the plan will be implemented
• – timetable
• Marketing budgets—how the money will be allocated
• Resources
• Marketing personnel
• Controls:
• – How will we measure and assess?
• – How will we make corrections ?
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15. Marketing Plan Outline Example
• Title Page
• Contents Page
• Executive Summary
• Statement of Goals and Objectives and Purpose
• Mission and Goals
• General Corporate Objectives
• Sales Objectives
• Product Objectives
• Pricing Objectives
• Promotional Objectives
• Distribution Objectives
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16. Marketing Plan
• Wholesaling
• Strategic Directions - Keys to Success
• Image and Positioning
• Differentiation and Focus
• Situation Analysis
• Internal
• SWOT Analysis
• Product Portfolio (BCG Matrix)
• Human Resources/Training and Development
• External Analysis (PEST/STEEP Analysis)
• Suppliers and Facilitators
• Intermediaries
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17. Marketing Plan
• Competitive Analysis
• Market Share/Competition
• Market Research
• Target Markets/Target Segment Profiles
• Target Market Segment Strategy
• Overall Marketing Plan Strategy
• Success Factors
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18. Marketing Plan
• The Marketing Mix
• Product Plan (The Value Offer)
• Pricing Plan
• Promotional (Communicating Value) Plan
• Place/Placement (Distribution Plan – Delivering Value)
• Sales Forecasts
• Measurement and Comparison
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19. Marketing Plan
• Contingency Planning
• Control and Implementation
• Budgets
• Advertising and Sales Promotion Budget
• Marketing Budget
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20. Statement of
Executive Goals and Mission and
Title Page Contents Page
Summary Objectives and Goals
Purpose
General
Product Pricing Promotional
Corporate Sales Objectives
Objectives Objectives Objectives
Objectives
Strategic
Distribution Image and Differentiation
Wholesaling Directions - Keys
Objectives Positioning and Focus
to Success
Situation Product Portfolio
Human Figure 2 Marketing
Internal SWOT Analysis Resources
Analysis (BCG Matrix)
Training Plan
External Analysis Suppliers and
Competitive Market Share
(PEST/STEEP Facilitators Market Research
Analysis Competition
Analysis) Intermediaries
Target
Target Market Overall
Markets/Target The Marketing
Segment Strategy Marketing Plan Success Factors
Segment Profiles Mix
Strategy
Place/Placement
Promotional
(Distribution Plan – Sales Forecasts
Product Plan (The (Communicating
Pricing Plan Delivering Value) Measurement
Value Offer) Value) Plan
and Comparison
Advertising and
Contingency Control and Marketing
Planning Implementation MAANZ
Budgets International
Sales Promotion
Budget 20
Budget

21. Executive
Director Marketing Support Internet Sales Manager
Manager Market
Marketing Development
Manager Marketing
Information
Manager Product Line
Development
3 x Brand Managers
National Retail
Marketing Manager
Manager
Manger Wholesale
International
Markets
Development
Divisional Divisional
Manager Retail Manager Retail Key Account Manager
Area 1 Area 2
11 stores
9 stores
Plus 1 new this year
plus 4 new this year
Key Account Manager
Proposed
Restructure
New Divisional
Manager Retail
Figure 3 Marketing
Area 3 Organisation Chart Example
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22. • For more information about MAANZ International and articles
about Marketing, visit:
• www.marketing.org.au
• http://smartamarketing.wordpress.com
• http://smartamarketing2.wordpress.com
• . http://www.linkedin.com/groups/MAANZ-
SmartaMarketing-Group-2650856/about
• Email: info@marketing.org.au
• Link to this site - - http://www.slideshare.net/bmonger for
further presentations
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23. END
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