Building Blocks For The Marketing Plan

• 1. MARKETING FORUM
  • OCTOBER 12, 2004

2. BUILDING BLOCKS FOR THE MARKETING PLAN 3. BUILDING BLOCKS FOR THE MARKETING PLAN

• Business Analysis

4. BUILDING BLOCKS FOR THE MARKETING PLAN

• Business Analysis

• Setting Marketing Objective(s)

5. BUILDING BLOCKS FOR THE MARKETING PLAN

• Business Analysis

• Setting Marketing Objective(s)

• Strategy Development

6. BUILDING BLOCKS FOR THE MARKETING PLAN

• Business Analysis

• Setting Marketing Objective(s)

• Strategy Development

• Structuring the Marketing Plan

7. BUILDING BLOCKS FOR THE MARKETING PLAN

• Business Analysis

• Setting Marketing Objective(s)

• Strategy Development

• Structuring the Marketing Plan

• Choosing the Marketing Mix

8. BUSINESS ANALYSIS

• What is our Product/Service?

9. BUSINESS ANALYSIS

• What is our Product/Service?

• Who is/are our Customer(s)?

10. BUSINESS ANALYSIS

• What is our Product/Service?

• Who is/are our Customer(s)?

• What is/are our Customer Proposition(s)?

11. BUSINESS ANALYSIS

• What is our Product/Service?

• • • Is there more than one?

12. BUSINESS ANALYSIS

• What is our Product/Service?

• • • Is there more than one?

• • • Can we rank them in importance?

13. BUSINESS ANALYSIS

• What is our Product/Service?

• • • Is there more than one?

• • • Can we rank them in importance?

• • • Is what we are providing, what our Customers think they are getting?

14. BUSINESS ANALYSIS

• 2. Who is/are our Customer(s)

• • • Is there more than one?

15. BUSINESS ANALYSIS

• 2. Who is/are our Customer(s)

• • • Is there more than one?

• • • Can we rank them in importance?

16. BUSINESS ANALYSIS

• 2. Who is/are our Customer(s)

• • • Is there more than one?

• • • Can we rank them in importance?

• • • Do the people/organisations we call Customers, think they are our Customers?

17. BUSINESS ANALYSIS

• 3. What is/are our CustomerProposition(s)?

• • • Is there more than one?

18. BUSINESS ANALYSIS

• 3. What is/are our CustomerProposition(s)?

• • • Is there more than one?

• • • Can we rank them in importance?

19. BUSINESS ANALYSIS

• 3. What is/are our CustomerProposition(s)?

• • • Is there more than one?

• • • Can we rank them in importance?

• • • Is it/Are they uniqueandsustainable?

20. BUSINESS ANALYSIS

• We know what our product(s)/service(s) is/are

21. BUSINESS ANALYSIS

• We know what our product(s)/service(s) is/are

• We are clear about who our Customer(s) is/are

22. BUSINESS ANALYSIS

• We know what our product(s)/service(s) is/are

• We are clear about who our Customer(s) is/are

• We have (a) believable Customer Proposition(s)

23. Setting Marketing Objectives

• Our Marketing Objectives should

• focus onwhatwe want to

• communicate towho

• In other words, what are thekey issues

• to be addressed?

24. Setting Marketing Objectives

• Build on ourS trengths

25. Setting Marketing Objectives

• Build on ourS trengths

• Address ourW eaknesses

26. Setting Marketing Objectives

• Build on ourS trengths

• Address ourW eaknesses

• Seek outO pportunities

27. Setting Marketing Objectives

• Build on ourS trengths

• Address ourW eaknesses

• Seek outO pportunities

• EliminateT hreats

28. Setting Marketing Objectives

• And finally

• Will we be able to measure their achievement?

29. Strategy Development

• Our Strategies should showhowwe

• plan to meet our Objective(s)

30. Strategy Development

• Do our Strategies clearly reflect our Objectives?

31. Strategy Development

• Do our Strategies clearly reflect our Objective(s)?

• Are they manageable in terms of finance, manpower and timeframe?

32. Structure of theMarketing Plan

• Background

• (Where we are today)

33. Structure of theMarketing Plan

• Background

• (Where we are today)

• Key Issues

• (What the Marketing Plan will address)

34. Structure of theMarketing Plan

• Background

• (Where we are today)

• Key Issues

• (What the Marketing Plan will address)

• Marketing Objectives

• (Where we want to be)

35. Structure of theMarketing Plan (cont.)

• Strategic Imperatives

• (If we cannot make these things happen, we will not achieve our Objectives)

• Financial Outline

• (This is what we are going to spend and this is its context within our overall operations)

36. Choosing the Marketing Mix

• Choosing the most appropriate

• elements of the Marketing Mix will

• enable us to implement our

• Strategies in the most effective way

37. Choosing the Marketing Mix

• Above the line

38. Choosing the Marketing Mix

• Above the line

• Below the line

39. Choosing the Marketing Mix

• Above the line

• Below the line

• (Price driven initiatives)

40. Choosing the Marketing Mix

• Above the line

• • • TV, Radio, Cinema etc.

41. Choosing the Marketing Mix

• Above the line

• • • TV, Radio, Cinema etc.

• • • Print

42. Choosing the Marketing Mix

• Above the line

• • • TV, Radio, Cinema etc.

• • • Print

• • • Outdoor

43. Choosing the Marketing Mix

• Above the line

• • • TV, Radio, Cinema etc.

• • • Print

• • • Outdoor

• • • Internet

44. Choosing the Marketing Mix

• Below the line

• • • Brochures, Leaflets etc

45. Choosing the Marketing Mix

• Below the line

• • • Brochures, Leaflets etc

• • • Promotional events

46. Choosing the Marketing Mix

• Below the line

• • • Brochures, Leaflets etc

• • • Promotional events

• • • PR initiatives

47. Choosing the Marketing Mix

• When we use an element of the

• Marketing Mix, we must:

48. Choosing the Marketing Mix

• When we use an element of the

• Marketing Mix, wemust :

• Explain how it helps drive our Strategic Imperative(s)

49. Choosing the Marketing Mix

• When we use an element of the

• Marketing Mix, wemust :

• Explain how it helps drive our Strategic Imperative(s)

• Fully explain the associated action plan(s)

50. Choosing the Marketing Mix

• When we use an element of the

• Marketing Mix, wemust :

• Explain how it helps drive our Strategic Imperative(s)

• Fully explain the associated action plan(s)

• Show its financia