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Building Blocks For The Marketing Plan

Jun 22, 2015

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timothy212

  • 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