Transcript
MARKETING & PLANNINGJohanna Heinonen
Make it simple. Make it memorable.
Make it inviting to
look at. Make it fun. Make it
engaging
Is this marketi
ng?
IS THIS MARKETING?
IS THIS MARKETING?
IS THIS MARKETING?
Marketing?
MARKETING?
MARKETING?
Is this marketing?
Is this marketing?
Is this marketing?
Is this marketing?
MARKETING Marketing is the success factor in a
company Marketing can be seen in everything that
is done in a company and outside it Every function in a company has its effect
on marketing Even customers and stakeholders has
effect on marketing results Marketing is much more than advertising!!
A GOOD MARKETEER A good marketer can easily form the big
picture of the situation A good marketeer knows something about
almost everything (open-minded) A good marketeer is curios and hardworking A good marketeer gathers enough
information and then thinks what are the best solutions to the problem (analytical)
A good marketeer is creative A good marketeer knows the value of money
Compare to business canvas
FEW WORDS OF ANALYSES 1 Gather information of the company
Facts about location, ownership, marketing, products, services, resources, decoration, values, personnel, goals
Analyze customers Present vs. future; segmentation Needs, values, wishes How do the customers affect business and marketing?
What kind of changes / improvements they cause? WHY? Analyze the competitors (NOTE! Competitors are those, who
fight for customers’ attention and money) Present competitors vs. future competitors Their products, services, marketing, strengths, values How should the company differentiate itself from the
competitors so, that that customer would choose it instead of competitors? What this means in practice – changes in personnel, products etc? WHY?
FEW WORDS OF ANALYSES 2 Analyze laws and regulations
What laws and regulations affect the company and its business?
How do these laws affect? What kind of demands or restrictions they set to the company?
Analyze trends and culture Are there some trends that affect demand or our business?
Does culture has some impact on demand, marketing or our business?
How do these effect? Do they cause some improvements / changes? Why?
Analyze economical and technological environment and trends Are there some trends that affect demand or our business
amd its marketing? How do these effect? Do they cause some improvements /
changes? Why?
MARKETING PLAN1. Introduction and idea2. Analyses
2.1 Organizational analysis2.2. Competitor analysis2.3. Demand analysis2.4. PEST analysis2.5. SWOT
3. Strategical decisions3.1. Target group3.2. Strategical values3.3. Goals and objectives for marketing plan
4. Implementation4.1. Product4.2. Price4.3. Place4.4. Personnel4.5. Promotion
5. Budget, timetable and responsibilities6. Follow-up
WHERE ARE WE GOING TO?• Your own definitions about the mostreasonable target group, the values /adjectives this target group respects and the goals for this marketing plan
WHERE ARE WE NOW?• Facts•Information from different sources
HOW TO GET THERE?• Your own ideas/suggestions of theimplementation based on the facts youhave gathered earlier and put under thetopics of 5P• Strategical values should be seen ineach of 5p’s• The ways how the defined implementation (5p’s) helps in reaching the goals
More detailed version
http://www.slideshare.net/JohannaHeinonen/marketing-plan-
in-85-slides
THANK YOU!
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