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Jan 20, 2018
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McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved.
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Marketing Planning
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Marketing Plan
A marketing plan is a written document containing the
guidelines for the business center’s marketing programs
and allocations over the planning period.
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Time Horizons for Marketing Plans
Time Period
Consumer Products
Industrial Products
Services
1 year 62% 45% 65%3 years 5 5 85 years 15 17 3Long term 4 3 6Indefinite 0 2 2Other 14 28 16
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Hierarchy of Planning
SBU Planning
Annual Marketing (Business) Plan
Corporate Strategic Planning
Group or Sector Planning
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Objectives of a Marketing Plan
1. Define the current business situation.2. Define problems and opportunities facing the
business.3. Establish objectives.4. Define the strategies and programs necessary to
achieve the objectives.
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Objectives of a Marketing Plan cont.
5. Pinpoint responsibility for achieving product objectives.
6. Encourage careful and disciplined thinking.
7. Establish a customer/competitor orientation.
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Frequent Mistakes in the Planning Process
• The speed of the Process• The Amount of Data Collected• Who does the Planning?• The Structure• Length of the Plan
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Frequent Mistakes in the Planning Process (cont)
• Number of Courses of Action Considered• Who Sees the Plan• Not Using the Plan as a Sales Document• Insufficient Senior Management Leadership• Not Tying Compensation to Successful
Planning Efforts• Frequency of Planning
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Marketing Planning SequenceUpdate historical data
Data analysis
Develop objectives, strategies, programs
Develop financial documents
Negotiate final plan
Measure progress toward objectives
Audit
Collect current situation data
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Marketing Plan Summary
I. Executive summaryII. Situation analysis
A. Category/competitor definitionB. Category analysisC. Company and competitor analysisD. Customer analysisE. Planning assumptions
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Marketing Plan Summary cont.
III. ObjectivesIV. Product/brand strategyV. Supporting marketing programsVI. Financial documentsVII. Monitors and controlsVIII. Contingency plans