1.

Steps of Marketing Plan

2. Levels of Marketing Comm. Planning
3. Zero based Planning
4. A Campaign
5. Steps of IMC Plan
 SITUATION ANALYSIS

IDENTIFYING MARKETIN
OBJECTIVES
CREATING MARKETING
STRATEGY

IMPLEMENTATION OF THE MKTG STRATEGY

EVALUATION AND CONTROL

SITUATION ANALYSIS

To identify mktg. opportunities company analyzes internal and

external environment.

IDENTIFYING MARKETING OBJECTIVES

Company establishes mktg. objectives based on situation analysis
and organizational objectives.

CREATING MARKETING STRATEGY

After identifying targeted customers company develops a mktg. strategy.

IMPLEMENTATION OF THE MKTG STRATEGY

Company draws an action plan of this stage.

EVALUATION AND CONTROL

Company analyzes the outcome of mktg. activities to evaluate performance
in terms of achieving the mktg. objectives.
Levels of Marketing Comm. Planning

It occurs at multiple levels.

1. Corporate level:
Revising broader business plan to
maximize profit.
2. Marketing Department Level:
Analysis & planning with focus primarily
on goals for sales & market share.
 Zero- based Planning

According to TOM DUNCAN –

‘The process which is called Zero based

Planning – determines objectives and
strategies based on current brand &
market place conditions, which are
considered the zero point.’
 A CAMPAIGN

The annual communication plan takes the

form of a campaign.

According to Tom Duncan –

“Campaign is a set of MC messages with
a common theme that runs for a specified
period of time to achieve certain MC
objectives.”
 SITUATION ANALYSIS

ESTABLISHING MKTG COMMUNICATION

OBJECTIVES

BUDGET PLANNING

DEVELOPING MKTG COMM. PROGRAM

EVALUATION & CONTROL OF MKTG COMM.

PROGRAM
KEY ELEMENTS OF SITUATION ANALYSIS

•Market Analysis
•Competition
•Customer Analysis
•Position Analysis
 Six Steps by Tom Duncan

1.Identifying Target Audience:

Analyze various customer & prospect segments &
determine target segment & its extent.
2. SWOT Analysis:
External- Opportunities & Threats
Includes market place conditions that are favorable &
that are unfavorable for a brand.
Internal- Strengths & Weaknesses
A brand’s competitive advantages and
disadvantages.
Competitive Advantages & Disadvantages

It includes –
1. Customer’s perception of brand’s
innovativeness.
2. Expertise & helpfulness of its sales force.
3. Condition & its physical facilities.
4. Brand Image.
5. Brand Positioning.
6. Corporate Culture.
ESTABLISHING MKTG COMMUNICATION OBJECTIVES

1.Creating brand awareness and building brand equity

like HUL brought ‘whiteness concept’ to build an
image for RIN
2 Providing information
In case of Santro information was given about its
features.
3.Increasing sales
It is mostly in case of products which are in maturity
stage of their life cycle.
4.Differentiating the brand
Dittol as anti bacterial soap.
5.Influencing consumer behavior
Pepsi & Coca-cola when they faced allegations.
Objectives: What marketers want to accomplish with marketing
comm.

S – Specific (in time)

M – Measurable
A – Achievable
C – Challenging
DECIDE BUDGETARY ASPECTS OF THE CAMPAIGN
DECIDE UPON OPTIMAL ALLOCATION AND UTILIZATION OF FUNDS

•Arbitrary Method
•Affordability Method
•Percentage of Sales Method
•Competitive Parity Method
•Objective and Task Method
•Payout Planning Method
An appropriate comm. Program helps in achieving mktg. Comm.
objectives

Developing comm. Strategy

• Strategies – ideas about how to accomplish obj.
• Tactics – specific actions to be taken to execute a strategy.
• Generally MC Agencies are responsible for tactics & strategies.
• Includes Push, Pull & Combined Strategies.
• Involving timing & scheduling.

Selecting a Mktg. Comm. Mix

• Based on company’s comm. Strategy
Creative Strategy

• Provide a focused approach towards fulfilling set obj.

• Involves Designing the message.
• Three key decisions: Message content, structure &
format.

Media Decisions

Three key decisions :

1. Selection of media.
2. Selection of media vehicle.
3. Media scheduling.
PULLING AND PUSHING PROMOTIONAL STRATEGIES

Pulling strategy
•Promotional effort by the seller to stimulate
final-user demand, which then exerts pressure on the
•Distribution channel.

•Often a reliance on advertising and sales promotion.

Pushing strategy
• Promotional effort by the seller directed to members of the
• marketing channel rather than final users.
• Relies more heavily on personal selling.
• Advertising creates an environment for successful personal selling
• and remains important as an affirmation of customer’s decision.