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Marketing How to build a marketing plan? 12/1/2007 Laurent Bouty 1
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How To Build A Marketing Plan

Oct 17, 2014

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Quick presentation on potential changes on the marketing plan process
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Page 1: How To Build A Marketing Plan

MarketingHow to build a marketing plan?

12/1/2007Laurent Bouty

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Page 2: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Question

• Why building a marketing plan?

• What should we do for building a marketing plan?

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Page 3: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?The Marketing Process

Corporate mission and objectives

Marketing audit

Marketing objectives

Marketing strategy

Marketing MixProductPricePlace

PromotionPeopleProcess

ImplementationEvaluation

Control

SWOT

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Page 4: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Question

• Do you think the model is still valid?

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Page 5: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Do they follow the marketing process?

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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Do they have a plan?

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Page 7: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Leader - Why?

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Page 8: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Why are they different?

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Page 9: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Question

• What do you think has changed?

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Page 10: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Evolution of the marketing concept

The Old Marketing Concept

Strategy Planning

Quality/ Value

Delivery

The New Marketing Concept

Customer analysis

Competitor analysis

Portfolio selection theory

Long-range planning

Total quality management

Distinctive competence

Customer orientation

(rediscovered)

Webster (1994) 10

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Page 11: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Element 1 - Proliferation

• More Brands• More Products• More Choices• More Info• More Speed• More Stress

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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Element 2 - Fragmenting customer segments

• Increase of different customer segments

• Influence of ethnicity• Life-style difference in

consumption pattern

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Page 13: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Element 3 - Consumers are connected

• Social Networks• Self-generated content• Communities• Blogs• Product ratings

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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Element 4 - Consumers’ behaviour

• Less Time• Less Attention• Less Ignorance• Less Stability• Less Loyalty

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Page 15: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Element 5 - Sales and Distribution Touchpoints

• New channels (eg.Ebay)• New Touchpoints (eg.

Mobile phones)• New distribution partners

(eg. Tesco for Travel)

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Page 16: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Element 6 - Diverse communication vehicles

• Old Media– TV– Radio– Press

• New Media– Internet– Viral Marketing– Product Placement– Banner– Online Video

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Page 17: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?So: Plenty of challenges

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• How to differentiate?• How to create value?• How to capture value?• How to reach people?• How to manage?• How to survive?

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Page 18: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Question

• What should we do differently when building a marketing plan?

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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?New rules

• Increase the number of bets, and decrease their size• Focus on detection, measurement and feedback• Follow through with flexible marketing budget• Exploit naturally emerging social influence• Build flexibility into supply chains and contract

19Source: Marketing in an unpredictable world - HBR - Sept 2006

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Page 20: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?The Marketing Process - New rules

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• Marketing objectives– Period?– Calendar?– ROI?– Cross-functional– Customer life cycle– Short term– Long term

Corporate mission and objectives

Marketing audit

Marketing objectives

Marketing strategy

Marketing MixProductPricePlace

PromotionPeopleProcess

ImplementationEvaluation

Control

SWOT

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Page 21: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?The Marketing Process - New rules

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• Marketing strategy– Precision, adaptability and

segmentation– Pricing: test, transparency,

flexibility– All channels (old and new)– Project and program based

approach– Multi-skills people

Corporate mission and objectives

Marketing audit

Marketing objectives

Marketing strategy

Marketing MixProductPricePlace

PromotionPeopleProcess

ImplementationEvaluation

Control

SWOT

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Page 22: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?The Marketing Process - New rules

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• Implementation/control– Project budget– Start small, scale fast– Real-time tracking– ROI– Influencer, Social network,

Emerging networks– Ensure your suppliers are

also flexible

Corporate mission and objectives

Marketing audit

Marketing objectives

Marketing strategy

Marketing MixProductPricePlace

PromotionPeopleProcess

ImplementationEvaluation

Control

SWOT

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Page 23: How To Build A Marketing Plan

© LEADING WORLDS 2006 - THE MARKETING ARCHITECT

How to build a Marketing Plan?Conclusions

• Current process is still valid• Rules have changed• Marketing job is more complex

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Page 24: How To Build A Marketing Plan

Thank You

Laurent BoutyLeading Worlds

[email protected]

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