Marketing
The Planning Process
Planning
Introduction
The Planning Process
Generally, plans cover at least four areas:
Marketing Objective and Strategy (The 5 Ps)
Advertising Objective and Strategy
Creative Strategy (The Advertising Message)
Media Objective and Media Strategy
Other Plans and Strategies
Sales Promotion, PR, etc.
Planning
Introduction
The Planning Process
This approach isn’t for everybody.
Generally, this approach is right for a consumer-oriented
marketer.
For example, a small industrial firm might emphasize
other things - such as:
Trade Shows
Their own Sales Force or Sales Reps
Current Customer Relationships
And also do some Trade Advertising
However, the underlying principles apply.
Planning
Introduction
A Ten Part Process
Evaluation
1. Situation Analysis
2. Research
3. Problems & Opportunities
Goal Setting
4. Marketing Objective
5. Budget
And then...
Planning
Introduction
A Ten Part Process
Building the Plan
6. Strategies
7. Advertising Creative
8. Media
9. Sales Promotion
+ Other appropriate “IMC” plans and strategies
10. Evaluation
Now let’s go step by step…
Planning
1. Situation Analysis
Also called Background Review
It’s a Summation of current knowledge:
Current Users
Seasonality
Geography
Creative Requirements
Purchase Cycle
Competitive Review
Place
the
media
down
the
side
Planning
8. Advertising Media
A Media Flow Chart can help you
visualize the Media Plan:
Put a calendar time-line across the top
Place
the
media
down
the
side
Planning
9. Sales Promotion & PR
Sales Promotion
Consumer Promotion = Win/Free/Save
Sweepstakes & Contests
Added Value Extras/Bonus Packs
Coupons/Savings/Rebates
Trade Promotion =
Allowances
Other Payments/Incentives
Events/Sales Contests
Planning
9. Sales Promotion & PR
Public Relations =
Product Publicity Opportunities
3rd Party Endorsements & “Influencers”
(columnists, talk show hosts, etc.)
Press Relations
Other Strategic Publicity
May also include…
Event Marketing
Planning
10. Evaluation
It starts and ends with Research
Methods for evaluating the plan.
Input/learning for next year’s plan
Methods include:
Tracking studies
Attitude, usage, and awareness studies
Creative
Recall
Persuasion