This document provides a template for developing a marketing strategy for a small organization. It includes forms and questions to guide strategy execution in key areas such as market analysis, competitive analysis, organizational analysis, objectives, budget, and tactics. Completing the template requires understanding marketing concepts and consensus among the organization. The goal is to create a comprehensive marketing strategy document and supportive culture.
SEO Analytics is complicated. In this presentation, I talk about
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- Challenges, opportunities and SEO Analytics best practices
- How to prepare your Web Analytics tool data for integration with Brightedge Page level reporting
- How to pull different data sources together to correlate and infer keyword performance
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A presentation I gave around 2003 proposing feasible technologies for the Tanzanian rural areas. The ideas seem so much alive today as was then and provide basis for Teknonjia R&D consultancy I/S aspirations
Debunking the oft-repeated assertion that young people don\’t care about privacy, new research shows that Web users between the ages of 18 and 24 are highly protective of certain information about themselves.
This part provides a template for developing a marketing strategy for the smaller organization. The format is a workbook style with many forms to help provide a solid guide for executing the strategy concepts discussed earlier. A complete marketing strategy document will be in much more detail than provided by the forms and questions. You will want to refer to the text for a detailed discussion of the concepts before filling in the forms.
Use this Microsoft Word template to help you design a Business Case for any corporate product investment. Get this template @ http://www.demandmetric.com/content/product-business-case-template
This unit covers the following points:
1.VMOST
2.What does Marketing Strategy Accomplish?
3. Overview of Strategic Market management
4. Objectives of strategic Market Management
5.Business Strategy
6.Strategic Marketing Management : Characteristics and trends
7.Objective of Strategic management
8.Difference between Strategic Marketing & Marketing Strategy
9.Business Vision its components
10. BHAG
11.Understanding how the Market segments
12.An analysis of Customer Motivation
13.Exploration of unmet needs
14.The KANO MODEL
Brand Extension Marketing Plan 8GB530 Brand Extension Marketi.docxtarifarmarie
Brand Extension Marketing Plan 8
GB530 Brand Extension Marketing Plan: Guide
Introduction
Use this document as your guide to success. All Brand Extension Marketing Plan documents should use 1” margins, 12 pt. font, and include a cover page and a reference page.
For the Brand Extension Marketing Plan Assignments in this class you will not use the usual APA rules which require in-text citations as 1) no marketing plan ever uses direct quoting within its contents, 2) we are making an exception due to the nature of a Marketing Plan Assignment and 3) you will not use double-spacing but instead you will use this document’s formatting.
It is important that you write your Brand Extension Marketing Plan in third person (there is no “I” in a marketing plan), using your own words, and/or paraphrasing instead of direct quoting. Once deposited into the Dropbox for grading, Brand Extension Marketing Plan Assignments are submitted to Turnitin® for a potential plagiarism review, so it continues to be important for you never to use anyone else’s words verbatim.
For each of the Brand Extension Marketing Plan Assignments, you should list, on the reference page, all of the references you used when preparing your plan. Again, you do not need to include the in-text parentheses noting references and timeframes as normally required in our APA Assignments, but you do need to use APA to format your references list. If you have any questions on this exception to using APA, let me know.
All the components of the Marketing Plan are assessed using the following:
Subject Mastery Rubric: Knowledge (Can define major ideas) or Comprehension (Can discuss major ideas) or Application (Can apply major concepts to new situations).
A MARKETING PLAN IS THE FOUNDATION FOR ALL MARKETING EFFORTSBeginning your Brand Extension Marketing Plan: The Product Proposal
The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization.
As you begin your project, you need to first assume you have the role of a marketing manager for one,new, currently not available from your selected Brand Company, product on the behalf of a real, for-profit organization. Consider this a “brand extension”: you are adding a product to an existing company’s product line.
Think about your selection – the proposal is for a New Product for a New Market of consumers! Extend the Brand Name into new product markets by offering a “new to the company” product.
Companies may do this by buying an existing product, or importing a new product and putting their brand name on it – or they develop their own product to compete in the new market.
Module 1 BEMP Proposal - What will your project be about?
Submit your response to the following questions as a Product Proposal:
1. What is the brand name of your for-profit business/organization?
1. What is the new product, not currently in existence, that will generate revenue for .
Consumer needs and wants are filled with market offering of products and strong customer brand
engagement. In organizations importance of marketing process, orientation elements, STP,
Marketing Mix, Consumer Insights are being illustrated here. Above all the role of marketing in
creating values for customers and ways of maintaining strong brand loyalty and customer
engagement with practical examples are described in this assignment. Authoritative achievement
to a great extent relies on upon the dynamic promoting techniques it takes to maintain in the
aggressive commercial center.
The Brand Audit Toolkit: Organizing Data for Insights Spring 2019Carol Phillips
The first step in developing a brand strategy is to assess where the brand stands today. This presentation explains the most relevant frameworks for organizing information to reveal the insights needed to create an effective brand strategy.
1. A Template For Marketing Strategy
This part provides a template for developing a marketing strategy for the smaller organization. The format is a
workbook style with many forms to help provide a solid guide for executing the strategy concepts discussed
earlier. The forms are a shorthand way to get started but they should be supplemented with more detailed dis-
cussion. They provide the backbone to one process. A complete marketing strategy document will be in much
more detail than provided by the forms and questions. You will want to refer to the text for a detailed discus-
sion of the concepts before filling in the forms.
The outlines may be done by one individual or by a group. No matter who fills in the forms, they must repre-
sent the wisdom of one organization and there must be a consensus among the organization of what is written.
Without agreement on some of the basic marketing facts and assumptions, it will be virtually impossible to
develop consensus later as to what direction the company should take.
Any strategy development must be based on an understanding of the company’s situation with reference to the
internal environment and the external environment. The marketing strategy is about managing from the
outside to the inside. A proper situation analysis provides the background and foundation for the strategic
direction.
The starting point is to understand the driving forces in the environment or industry that the company operates
in.
2.
3. OVERVIEW OF MARKET ANALYSIS*
• CHARACTERISTICS
• SALES POTENTIAL
• SHARE ESTIMATE
• PROFIT FROM SERVING
* The author is grateful for Dr. Michael Mayo’s contribution of the “Overview of Marketing Strategy” and
the ”Overview of Market Analysis” outlined in the Template for Marketing Strategy. (Dr. Mayo is the
Associate Dean, School of Business Management, Ryerson Polytechnic University.)
4. Driving Forces and Implications for the Company in Order of Magnitude of Effect
1.Driving Force: implication/impact:
2.Driving Force: implication/impact:
3.Driving Force: implication/impact:
4.Driving Force: implication/impact:
5.Driving Force: implication/impact:
6. Driving Force: implication/impact:
5. Market Analysis
We have already completed the first level of analysis in identifying the driving forces that lead to changes in
our industry.
The next step is to analyze individual consumers (individuals, and organizations) and to set out our primary
and secondary segments or target markets.
Customer Need Analysis
Key Customer Groups Customer Needs
(Segments)
1. 1.
2. 2.
3. 3.
4. 4.
5. 5.
6. Product/Service Analysis
Product/Service Benefit
1. 1.
2. 2.
3. 3.
4. 4.
Target Segments on Order of Priority
Now match the needs of the customer segments with the benefits of the product /service.
Prime Market: Secondary Market:
Tertiary Market: Peripheral Market:
Describe the characteristic of the target groups in a little more detail in order to understand the scope
of the markets:
Target Group: Primary Market
Characteristics:
Sales Potential:
8. Research
Information is not always available from secondary sources but only from primary sources. A list of
needs with cost estimates may identify gaps.
Information Needed Source Cost
1.
2.
3.
Competitive Analysis
The first step is to identify the competition and analyze their strengths and weakness.
Competitor Strength Weakness
1.
2.
3.
4.
5.
10. Competitive Analysis
Key Success Factors
Product/Service Offering
ProductlService Service
Product/Service Quality
Cost
Management
Marketing Skills
Marketing Effort
Technology
Sales Force
Distribution
Pricing
Manufacturing
Financial Strength
Location
Promotion/Advertising
Total
Scale
4 = Best 3 = Good 2 = Fair 1 =Poor
11. Organizational Analysis
This is the internal situation analysis. We need to know our internal strengths and weaknesses and where we
stand in terms of being able to compete effectively in the marketplace. We also need to know our capacity to
take advantage of opportunities.
To start with, a listing of the past five years’ performance provides the sketch of the past successes.
Evaluators
1. Market Share
a. Company
b. Product A
c. Product B
d. Product C
2. Gross Sales
3. Gross Profit
4. Net Profit (before tax)
5. Gross Margin
a. Company
b. Product A
c. Product B
d. Product C
6. Return on investment
7. Marketing Costs
a. Administration
b. Sales
c. Communications
8. Quality Ratings (if
available)
9. Customer Ratings (if
available)
12. S.W.O.T. Analysis
The quickest way to get to a qualitative assessment of the company is via the strength, weakness,
opportunity and threat analysis (S.W.O.T.).
Strengths
Weaknesses
Opportunities
Threats
13. Identification of the
Company’s Competitive Advantage
Competitive Advantages (current)
Competitive Advantages (to be developed)
Issues that the Organization Needs
to Address Based on the Situation Analysis
2.
1.
4.
3.
5.
14. Generic Options for
Marketing Strategy
Low Cost Producer
Differentiator
Niche Player
Local
Country Wide
North America
International
15. Mission
A mission statement is a brief statement describing the purpose of the organization. One needs to be
developed and there has to be a high level of subscription to it within the organization. The marketing strategy
must be congruent with the mission of the organization.
Our mission is:
Objectives
There must be some goals and objectives to focus the strategy. There are three levels that need to be devel-
oped—overall company objectives, marketing objectives and financial objectives. Depending on specific cir-
cumstances, these objectives may be divided into short or long—term objectives.
Overall Company Objectives:
1. 2.
3. 4.
5.
Marketing Objectives:
1. 2.
3. 4.
5.
16. Financial Objectives:
1. 2.
3. 4.
5.
Strategy
The first thing to do is to analyze the options and decide where the strategy is heading. In a general way, there
are four directions:
Current Product/Service New Product/Service
Present Market I II
New Market III IV
1. Risk/opportunities in Quadrant I
2. Risk/Opportunities in Quadrant II
3. Risk/Opportunities in Quadrant III
4. Risk/Opportunities in Quadrant IV
17. Direction in Order of Preference
1. 2.
3. 4.
The Choices
Marketing strategies are statements of the direction of the company’s marketing effort. Four choices must
be made1:
1. The chosen market and target segments.
2. The market position and value provided to the selected market.
3. The distribution channels to be used to reach the market.
4. A list of the activities to be undertaken in order to support the direction taken.
1.adapted from George S. Day “Marker Driven Strategy”. The Free Press, 1990
18. Statement of Investments Needed
to Implement the Strategy
1. Capital funds
2. Human capital
3. Expenses
Budget to Carry Out Strategy
20. Action Needed to Create a Market Strategy Supported Culture
1.
2.
3.
4.
5.
Tactics
Tactics have traditionally been summarized by four variables: price, promotion, product and place (4 P’s). The
following is a good start in developing tactics.
Product/Service
1. Description . 2. Sales Forecast:
3. Objectives: 4. Position:
5. Opportunities 6. Threats
21. Price
1. Objectives 2. Cost
3. Price Strategy
Promotion
1. Communication
a) objectives b) budget
C) theme d) media
2. Sales Force
a) objectives b) budget
22. c) structure d) territories
e) reward structure
Distribution
1. Objectives
2. Channel members
