28588-Wood PPTs

1-1
Chapter 1: Introduction to Marketing Planning
Presentation 2005 Marian Burk Wood - all rights reserved
1-2
What is a marketing plan for?

To summarize marketplace knowledge To show what marketing will accomplish To detail marketing strategies, activities To show how progress will be measured To explain implementation control
1-3
Marketing plan contents

1. 2. 3. 4. 5. 6. 7. Executive summary, table of contents Current situation (with SWOT) Objectives and issues analysis Target market Marketing strategy and programs Financial plans Implementation controls
1-4
Researching the current situation

Examine external environment Assess internal capabilities Understand competitors strategies Analyze stakeholders influence
1-5
Understanding markets/customers
Learn about markets and customers Examine needs, wants, attitudes Research buying behaviors
1-6
Planning segmentation, targeting, and positioning

Identify segments, decide which to target Create competitively distinctive position in the minds of targeted customers
1-7
Planning direction, objectives, and marketing support

Determine strategic direction Set objectives Plan customer service support Plan internal marketing support
1-8
Approaches to growth
Exhibit source: Adapted from Alan R. Andreasen and Philip Kotler, Strategic Marketing for Non-Profit Organizations, 6e (Upper Saddle River, NJ: Prentice Hall, 2003), 81. Presentation 2005 Marian Burk Wood - all rights reserved
1-9
Offering
product, service, brand, benefit
Promotion
advertising, selling, sales promotion
PRIMARY MARKETING TOOLS
Pricing
value, discount, rebate, terms
Channel
locations, inventory, coverage
1-10
Preparing to track progress and control implementation

Develop sales forecasts Create budgets and schedules Plan to measure performance Diagnose results Adjust activities as needed
1-11
Guiding principles for marketing

Expect change Emphasize relationships Involve everyone Seek alliances Be innovative
2-1
Chapter 2: Analyzing the Current Situation
2-2
Inside the marketing environment

1. Macroenvironment
Broad forces that can affect performance
2. Microenvironment
Groups that more directly influence performance
2-3
Using environmental scanning
Exhibit source: Marian Burk Wood, Marketing Planning: Principles into Practice (Harlow, Essex, England: Pearson Education, 2004), 40. Presentation 2005 Marian Burk Wood - all rights reserved
2-4
SWOT analysis
Strengths Weaknesses
Internal capabilities that Internal factors that can can help the organization prevent the organization from achieving its achieve its objectives objectives
Opportunities
External circumstances that may be exploited for higher performance
Threats
External circumstances that might hinder performance
2-5
Analyzing the internal environment

Mission Resources Offerings Previous results Keys to success, warning signs Business relationships
2-6
Analyzing the external environment

Demographic trends Economic trends Ecological trends Technological trends Political-legal trends Social-cultural trends Competitors
2-7
Judging strengths & weaknesses
Exhibit source: Mary K. Coulter, Strategic Management in Action (Upper Saddle River, NJ: Prentice Hall, 1998), 141. Presentation 2005 Marian Burk Wood - all rights reserved
2-8
Sample SWOT: FedEx

Strengths
FedEx, Kinkos brands Air, ground strength Stable workforce
Weaknesses
Possible labor actions Slower growth in package volume
Opportunities
New markets (China) Custom/special services More channels (Kinkos)
Threats
Intense competition Technology Fuel costs
3-1
Chapter 3: Understanding Markets and Customers
3-2
Types of markets
Consumer market
People buying for themselves or their families
Business market
Companies, nonprofits, government agencies, or institutions buying for organizations
3-3
Defining the market

Penetrated market (customers already buying such an offering) Target market (customers being targeted) Qualified available market (customers qualified to buy based on certain criteria) Available market (customers interested in, with enough income for, and with access to offering) Potential market (all customers who may be interested in an offering)
3-4
Calculating market share

Units:
If all companies sell 10 million units of a type of product and Company A sells 2 million units, its market share is 20%
Dollars:
If all sales of a type of product total $100 million and Company As sales are $15 million, its market share is 15%
3-5
Influences on consumer markets

1. Cultural considerations
Nation or region, subculture, class
2. Social connections
Family, friends, colleagues, aspirations
3. Personal factors
Lifestyle, motivation, perceptions/attitudes
3-6
Influences on business markets

1. Organizational connections
Role in and influence on buying process, relations with competing suppliers
2. Organizational considerations
Companys size, industry, share, growth, competition, buying policies, finances, buying cycle, derived demand
3-7
Using marketing research

Secondary research
Data collected for another purpose Sources: government, industry groups, other
Primary research
Data collected for a specific situation Sources: surveys, ethnography, other
3-8
Analyzing markets and customers

Understand behavior, needs Check demographics Watch for changes Take customers view Look below the surface Plan for research
4-1
Chapter 4: Planning Segmentation, Targeting, and Positioning
4-2
Applying market segmentation

Group customers according to similar needs, habits, or attitudes that can be addressed through marketing. Useful if customers in a segment react differently to marketing, vs. customers in other segments.
4-3
Using segmentation, targeting, and positioning

Segmentation
Select the market Apply segmentation variables Assess, select segments for targeting
Targeting
Select number, rank segments for entry Select segment coverage strategy
Positioning
Select attributes for differentiation Apply positioning through marketing
Presentation 2005 Marian Burk Wood all rights reserved
4-4
Selecting the market to segment

Define the general market Eliminate inappropriate markets/segments
Geographically difficult to reach Insufficient purchasing power Ethical issues Environmental problems
4-5
Variables for consumer market segmentation

Demographic
Age, gender, household size, family status, income, race, occupation, religion, class, nationality
Geographic
Location (country, region, state, city, neighborhood, postal code), distance, climate
Psychographic
Lifestyle, activities, interests
Behavioral/Attitudinal
Benefits perceived/expected, loyalty, usage occasion/rate, user status, price sensitivity, product or brand attitude
4-6
Variables for business market segmentation

Demographic
Industry; business size/age; ownership
Geographic
Location; distance; climate
Behavioral/attitudinal
Purchasing patterns/process; user status; benefits expected; supplier requirements
4-7
Assessing segment attractiveness

Fit with
Company resources Core competencies
Fit with
Market factors Competitive factors Economic and technological factors Business environment factors
Identify
Most promising segments Order of segment entry
4-8
Coverage strategies
Concentrated marketing
Target only one segment
Undifferentiated marketing
Target all segments with same strategy
Differentiated marketing
Use a separate strategy to target each segment
4-9
Positioning for competitive advantage

Use meaningful differentiation
Based on what customers value Conveys the brands value
Apply marketing leverage

Positioning drives marketing Positioning reinforces differentiation
5-1
Chapter 5: Planning Direction, Objectives, and Marketing Support
5-2
Options for marketing plan direction

1. Growth 2. Maintenance 3. Retrenchment
5-3
Growth strategies
Market penetration
Sell more of existing products in existing markets/segments
Market development
Sell existing products in new segments/markets
Product development
Sell new products in existing markets/segments
Diversification
Sell new products in new markets
5-4
Maintenance strategies
Sustain current revenues/share Wring short-term profits Prepare for future growth
5-5
Retrenchment strategies
Exit markets, drop products Downsize marketing, limit distribution Close down in orderly fashion
5-6
Effective marketing plan objectives

Specific, time-defined, measurable Realistic yet challenging Consistent with mission and goals Appropriate for environment, opportunities, and threats
5-7
Types of marketing plan objectives

Marketing objectives
To manage key relationships/activities
Financial objectives
To attain certain financial results
Societal objectives
To achieve social responsibility results
5-8
Sample objectives
Marketing
Customer/channel relationships; market share; brand awareness
Financial
ROI; revenue/profit by product, channel; break-even by product
Societal
Greener/cleaner operations; charitable activities; energy conservation
5-9
Planning marketing support

Customer service
Satisfy customer needs Reinforce positioning, allocate resources
Internal marketing
Focus employees on customers Inform and involve employees Improve employee performance, satisfaction
5-10
Shaping the marketing mix
Exhibit source: Adapted from Tim Berry and Doug Wilson, On Target: The Book on Marketing Plans (Eugene, OR: Palo Alto Software, 2001), 107. Presentation 2005 Marian Burk Wood - all rights reserved
6-1
Chapter 6: Developing Product and Brand Strategy
6-2
What can be marketed as a product?

Tangible goods Services Places Ideas Organizations People
6-3
Product and brand strategy
6-4
Features, benefits, and services

Features
Enable product to perform its function
Benefits
Need satisfaction that customers want
Related services
Deliver benefits valued by customers
6-5
Quality and design

Quality
How well a product satisfies customers Basic functionality is a given
Design
Perform properly, repair easily Be aesthetically pleasing
6-6
Packaging and labeling

Packaging
For convenience and product safety
Labeling
To communicate contents, uses, warnings
6-7
Product life cycle

Introduction Growth
Decline
Maturity
6-8
New product development process

1. 2. 3. 4. 5. 6. 7. 8. Idea generation Screening of ideas Initial concept testing Business analysis Prototype design Market testing Commercialization Monitoring reaction
6-9
Managing products
Product line
Products in a line are related Line extension adds a product
Product mix
Assortment of all lines offered Brand extension widens mix
6-10
Branding a product
Conveys an identity Differentiates an offer Uses words, designs, or symbols May be legally protected
6-11
Pyramid of brand equity
Exhibit source: Adapted from Kevin L. Keller, Strategic Brand Management 2e (Upper Saddle River, NJ: Prentice Hall), 76. Presentation 2005 Marian Burk Wood - all rights reserved
7-1
Chapter 7: Developing Channel and Logistics Strategy
7-2
What is the value chain?

Series of interrelated, value-added functions Structure of organizations performing these functions Gets the right product to the right markets at the right time, place, price
7-3
Major links in the value chain
7-4
Channel functions to be handled

Match volume, amount, offer to customers needs Share information Contact, negotiate with customers Transport and store products
7-5
Planning channel levels

More intermediaries = more levels Zero-level = direct to customer One-level = one type of intermediary Each level must add value, get profit
7-6
Choosing channel members

Intensive distribution = many outlets Selective distribution = fewer outlets Exclusive distribution = fewest outlets
7-7
Internal influences on channel strategy

Direction, goals, objectives Resources and core competencies Marketing activities Need for control
7-8
External influences on channel strategy

Customers and markets Environmental factors Competitors Intermediary availability
7-9
Planning logistics
Manage flows through value chain Make decisions about:
Storage and inventory Order processing/fulfillment Transportation
8-1
Chapter 8: Developing Pricing Strategy
8-2
Types of pricing
Fixed pricing
Customers pay the price set by marketer
Dynamic pricing
Prices vary from customer to customer or situation to situation
8-3
How customers define value

The difference between:
total perceived benefits (features, quality, service, performance, etc.) and total perceived price (purchase price, repair costs, shipping costs, etc.)
8-4
How pricing affects demand

Elastic demand
Small price change significantly increases or decreases the amount demanded
Inelastic demand
Price change does not significantly affect the amount demanded
8-5
Planning value-based pricing value Start with customers perceptions of value and price they will pay Use target costing to allow for profit or other objectives
8-6
Planning pricing objectives

Relate to financial, marketing, societal objectives Must be consistent with each other and with the mission and direction
8-7
External influences on pricing

Customers
Perceptions of value, behavior, attitudes
Competitors
Alternatives available to customers
Channel members
Channel profit considerations
Legal, regulatory, ethical concerns

Decision consequences
8-8
Sample pricing in retail channel

$40 $35 $30 $25 $20 $15 $10 $5 $0 Price in dollars Producer $20 Wholesaler $24 Retailer $36
Outbound movement in value chain

8-9
Internal influences on pricing

Break-even
Level at which revenue covers costs
Marketing mix decisions

Appropriate for product life cycle, context
8-10
BreakBreak-even analysis
Exhibit source: Tim Berry and Doug Wilson, On Target: The Book on Marketing Plans (Eugene, OR: Palo Alto Software, 2000), 163. Presentation 2005 Marian Burk Wood - all rights reserved
8-11
Options for adapting prices

Discounts and allowances Bundling/unbundling Product enhancement Segment pricing
9-1
Chapter 9: Developing Integrated Marketing Communication Strategy
9-2
Applying integrated marketing communication (IMC)

Coordinate message content/delivery Ensure consistency of communications Support the positioning and direction
9-3
Planning for IMC

Plan research Define target audience
Select IMC tools Analyze issues

Set objectives and budget
9-4
Who will be targeted targeted?
Exhibit source: Gary Armstrong and Philip Kotler, Marketing: An Introduction 7e (Upper Saddle River, NJ: Prentice Hall, 2005), 405. Presentation 2005 Marian Burk Wood - all rights reserved
9-5
IMC objectives and budget

Establish specific IMC objectives
Identify targeted audience(s) Influence behavior, feelings, or attitudes Indicate timing
Develop the IMC budget

Part of overall marketing budget Consider objectives, IMC tools, markets targeted, competition, potential ROI
9-6
Issues in IMC planning

Legal/regulatory Ethical Cultural Competitive
9-7
Advertising
Personal Selling
MAJOR IMC TOOLS
Sales Promotion
Direct Marketing
Public Relations
9-8
Planning advertising
Market scale
Local, regional, national, global
Target audience characteristics

Demographic, geographic, psychographic, behavioral, media habits
Media choices
Reach vs. frequency; radio, outdoor, print, Internet, TV, direct mail, other
Message content
Rational appeal or emotional appeal; design, wording, format, graphics, sound, other
9-9
Planning sales promotion

Audiences
Consumers, channel, salespeople
Objectives
Build awareness, support IMC campaign Encourage trial/usage/repurchase Reinforce loyalty, defend against rivals Encourage speedy response
9-10
Planning public relations

Audiences
Customers/prospects, employees, channel members, government officials, special interest groups, analysts, other
Objectives
Understand public perceptions Enhance image, build awareness Communicate views and information
9-11
Planning personal selling

One-on-one attention Apply the sales process
Identify and qualify prospects Plan presales approach Make sales contact Handle objections, close the sale Follow up after the sale
10-1
Chapter 10: Planning Performance Management and Implementation Control
10-2
Forecasts
Metrics
TOOLS FOR MEASURING PROGRESS
Budgets
Schedules
10-3
Using forecasts
Estimate future sales and costs Consider external and internal factors Think about best-case, worst-case, most likely scenario
10-4
Tools for forecasting

Causal analysis methods
Regression analysis, econometric models
Time series methods

Smoothing, decomposition
Judgmental tools
Delphi method, sales force estimates, executive opinion
10-5
Budgeting for marketing

Affordability budgeting Percentage-of-sales budgeting Competitive-parity budgeting Objective-and-task budgeting
10-6
Scheduling marketing programs

List main tasks and activities Assign starting/ending dates Identify who is responsible for each
10-7
Why use marketing metrics?

Focus employees on key tasks Establish performance expectations that can be measured Allow internal accountability, pride in accomplishments
10-8
Sample marketing metrics

New customer acquisition
Count new customers attracted within a year, a quarter, a month
Profitability
Measure gross or net margin per product or brand for given period
10-9
Applying marketing metrics

Consider expected outcomes Consider historical results Consider competitive/industry results Consider environmental factors
10-10
Controlling implementation
Annual plan control
Check progress toward marketing plan and program objectives
Profitability control
Check progress toward profit-related objectives
Productivity control
Check progress toward higher efficiency in marketing activities
Strategic control
Check effectiveness in managing marketing, relationships, ethics, social responsibility
10-11
Preparing contingency plans

Consider significant, unexpected changes and emergencies Review and update regularly Apply lessons learned to next plan

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1-1

Chapter 1: Introduction to Marketing Planning

Presentation 2005 Marian Burk Wood - all rights reserved

What is a marketing plan for?

Presentation 2005 Marian Burk Wood - all rights reserved

Marketing plan contents

Presentation 2005 Marian Burk Wood - all rights reserved

Researching the current situation

Presentation 2005 Marian Burk Wood - all rights reserved

Presentation 2005 Marian Burk Wood - all rights reserved

Planning segmentation, targeting, and positioning

Presentation 2005 Marian Burk Wood - all rights reserved

Planning direction, objectives, and marketing support

Presentation 2005 Marian Burk Wood - all rights reserved

PRIMARY MARKETING TOOLS

Presentation 2005 Marian Burk Wood - all rights reserved

Preparing to track progress and control implementation

Presentation 2005 Marian Burk Wood - all rights reserved

Guiding principles for marketing

Presentation 2005 Marian Burk Wood - all rights reserved

Chapter 2: Analyzing the Current Situation

Presentation 2005 Marian Burk Wood - all rights reserved

Inside the marketing environment

Presentation 2005 Marian Burk Wood - all rights reserved

Using environmental scanning

Presentation 2005 Marian Burk Wood - all rights reserved

Analyzing the internal environment

Presentation 2005 Marian Burk Wood - all rights reserved

Analyzing the external environment

Presentation 2005 Marian Burk Wood - all rights reserved

Judging strengths & weaknesses

Sample SWOT: FedEx

Chapter 3: Understanding Markets and Customers

Presentation 2005 Marian Burk Wood - all rights reserved

Presentation 2005 Marian Burk Wood - all rights reserved

Defining the market

Calculating market share

Presentation 2005 Marian Burk Wood - all rights reserved

Influences on consumer markets

Presentation 2005 Marian Burk Wood - all rights reserved

Influences on business markets

Presentation 2005 Marian Burk Wood - all rights reserved

Using marketing research

Presentation 2005 Marian Burk Wood - all rights reserved

Analyzing markets and customers

Presentation 2005 Marian Burk Wood - all rights reserved

Chapter 4: Planning Segmentation, Targeting, and Positioning

Presentation 2005 Marian Burk Wood - all rights reserved

Applying market segmentation

Using segmentation, targeting, and positioning

Selecting the market to segment

Presentation 2005 Marian Burk Wood all rights reserved

Variables for consumer market segmentation

Presentation 2005 Marian Burk Wood - all rights reserved

Variables for business market segmentation

Assessing segment attractiveness

Positioning for competitive advantage

 Apply marketing leverage

Chapter 5: Planning Direction, Objectives, and Marketing Support

Presentation 2005 Marian Burk Wood - all rights reserved

Options for marketing plan direction

Presentation 2005 Marian Burk Wood - all rights reserved

Presentation 2005 Marian Burk Wood - all rights reserved

Apply marketing leverage

Legal, regulatory, ethical concerns

Marketing mix decisions

Develop the IMC budget