Marketing Plan Strategic Development Presentation
1. Developing a Marketing Strategy
Plan, Launch, Build Business Workshop® #501
2. Workshop Overview
3. What is a Marketing Plan
4. Market Analysis
5. 1. Market Size
What is the current market size?
How large is the potential market?
Is the market stable?
Where is the market heading?
How many prospects are potential customers?
How many companies are competing in the market?
6. 2. Industry Trends
Changes in Package Size
Variations in Product/Service
3. Market Segmentation
8. Which of the segments can you best serve?
What is that segment’s needs?
4. Target Market
9. The Marketing Environment
Current trends impacting the entire society and the way the product/service is marketed
make up the “marketing environment”
What are the current trends?
What is impacting our environment?
How is it impacting our products and services
10. Consumer Analysis
Two types of individuals that purchase your products and services
Customers- a person or entity that buys your product/service but does not actually use it.
Consumers- The person or entity that actually puts your product to use.
Today we will look at the “Consumer”
11. What type of product feature most appeal to these consumers?
What are the benefits that these features provide to the consumer?
How important are these features?
How are choices made between competing products?
What is their disposable income?
What is their decision making process
How important is “brand?”
What promotions does the consumer like?
What are their leisure time activities?
Factors Bearing on Your Typical Consumer
12. What Is Your Current Position?
“If you don’t know where you are, it is impossible to know how to get to where you want
13. The Situational S.W.O.T. Test
What does the company/product better than the competition?
What does the company/product do that not as good as the competition?
What area of the market could the company enter where there is a distinct advantage?
What actions could threaten the product or standing in the market?
14. Analyzing Your Competitors
Who are your top 3-5 competitors?
On what basis are you competing?
Same product, different prices?
Same product, different brand?
Different market segments
Are there “niches” within the market place where you are not directly targeted by
Think about the competition before implementing any marketing strategies.
15. Marketing Objectives
Use the SMART system to make your marketing objectives clear:
16. Developing the Marketing Strategy- Two Options
17. Strategies for Growth
18. Strategies for Non-Growth
19. Sustainable Competitive Advantage (SCA)
An SCA is a means of competing using the products and company assets that provide a
leverage or edge that is difficult to copy and is seen as advantageous by consumers.
20. Characteristics of Successful Sustainable Competitive Advantage
They are substantial enough to make a difference in the market
Are sustainable with regard to environmental changes
Are difficult for competitors to replicate
Are leveraged into visible attributes that influence consumer decisions
Means by which to gain a sustainable competitive advantage include differentiation, low
cost, concentrated, niche
The process of making a product or service novel through a benefit that is relevant to the
marketplace is a sustainable advantage.
22. Differentiation- Examples
Breadth of product line
The options for product differentiation is limited only by what the customer perceives to
be different and important
23. Low Cost Strategy
This strategy relies on having the lowest cost in the industry at all times and thereby the
lowest price to be offered to the customer.
Any company employing a low cost and low price strategy must have the ability to match
and beat its competitors should a price war breakout
24. No-frills product
Raw material source
Labor cost advantage
Experience in producing the product
Methods of Achieving a Low Cost Strategy
A low cost strategy is extremely difficult to sustain long-term
The concentrated thrust focuses on one part of the market or product line only.
It allows a company to become an “expert” in that area.
It is generally a smaller segment of the market.
26. Focus on product line
Targeting a segment
Focusing again low share competitors
Methods of Concentration
Strategies focus on one particular, generally small, segment of the market
The segment is generally too small for a major competitor to engage
Niche strategies require that customers see a significant difference in the competitor and
see real value
28. Product/Brand Positioning
Out of the strategy should come a unique positioning for the product
There should be a clearly developed product/brand positioning within the market
Positioning is the way in which consumers perceive the product/service with respect to
the rest of the market
Product positioning could take years to create and is difficult to change
29. Product/Brand Positioning
Positioning can be based around such factors as:
A product attribute
A consumer benefit
A use or application of the product
A product class
The place of origin
The type of consumer
Competitive position in the market
30. The Market Mix
The crux of any marketing strategies involves 4 elements known as the 4-Ps
Key product features and their benefit are paramount.
Key features include:
32. Product- Service Based
For service based products, all aspects of presentation of the people providing the service
are important. This includes everything that is visible, such as:
Dressed in a formal fashion or a branded sports shirt
What your offices look like
Are the messages they convey complimentary to your product positioning
The price must conform to the product positioning
How important is price to the target market.
In most markets price in an indicator of quality – the higher the price the higher the
Price should be set by “what the market will bear”
34. Price- 3 Important Factors
It is a wrong assumption that offering a better price gives a better value for the money.
Value for the money is a perception of the price compared to the benefits derived from
In most markets and to most people the price is far less important than the benefits
received from the product
35. Types of Pricing
All types of pricing decisions should be considered and planned, including:
Discounts to the trade and distributors
Promotion is that element in the marketing mix that determines how you communicate
with customers and what tools or tactics are used to achieve the marketing objectives.
Knowing the buying behavior of the target market is very important.
What media do they view, how frequently and what is their reason for using it?
37. The promotion mix must comply with the product positioning and should not
contradict in any way with the prescribed positioning.
The internet & social media
Promotion activities may include
39. Communication Plan
This component of the strategy should focus on keeping existing customers and finding
Components can include:
Social Media: Twitter, Facebook
Printed and electronic newsletters
While fairly well established, this element should not be overlooked.
Changes in the distribution channel or changes to the way in which you sell to the
channel can provide great opportunities.
41. Distribution- Questions You Should Address
How and where will the product be placed so that the consumers have access to it and
how will the sale be made?
Will you be using wholesalers, distributors, retailers or going direct to the consumer?
Are a combination of distribution points appropriate?
The strategy for dealing with distribution points needs to be addressed the same way the
strategy for customers was developed
42. Putting It All Together
Working through the whole process (if necessary with the help of marketing
professionals) is important to getting the strategy right. A good marketing strategy,
correctly implemented, will give your company the edge over the competition.