STRATEGIC MARKETING PLAN Developed By : Md. Mushfik Monjur
STRATEGIC MARKETING PLAN Developed By : Md. Mushfik Monjur
The Disintegration of MarketingThe Disintegration of Marketing
Sales
Sales Marketing
Product/brand management
Marketing services
Advertising
Salespromoti
on
Eventsponsors
hip
Directresponse
Marketing
publicrelation
s
Up to 1970s
1980s
1990s
2000s
Marketing Objectives
Target Market
Critical Issues
Expenses BudgetBy Type ForMarketing
Strategic Sales Plan
SWOTAnalysis
Tips ForMarketing
Messaging
Cost EffectiveWays
Keys To Success
Promotional Strategies
Strategies ForThe Upcoming
Year
AgendaAgenda
Databases and information technology
SWOT analysis,
Cross-functional organization
(Monitoring and evaluating brand
relationship
Brand messages(strategic consistencyof brand positioning
big creative idea)
Media-mass, niche, and interactive
Advertising, Customerservice,Direct response
E-commerce events,Packaging, Personal
selling, Public relation,Sales promotions,
Sponsorships, Trade shows
Brand relationship(Customer acquisition
retention, growth)
Sales, profits, andbrand equity.
Marketing Process Model
Market AnalysisMarket Analysis
Marketing ObjectivesMarketing Objectives
Market StructureMarket Structure
Market PositionMarket Position
Target Market1.Private Sales : - Industries - Developers - Building/Tower - Contractor - Steel Mill - Small Gov’t Utilities - Bank Project - Others2. Project Division : - DESCO - DESA - PDB - PGCB - REB - Upcoming Power Stations
Keys To SuccessKeys To Success Product Positioning ClearProduct Positioning Clear Word of MouthWord of Mouth Sell The Company, Not The ProductSell The Company, Not The Product Quality Services On TimeQuality Services On Time Develop A Follow Up StrategyDevelop A Follow Up Strategy Maintain Quality Control & Assurance Maintain Quality Control & Assurance
PolicyPolicy Treat Colleagues with Respect & Fairness.Treat Colleagues with Respect & Fairness. ““The Customers Are The Business”The Customers Are The Business”
Critical IssuesCritical Issues Tracking & Follow Up.Tracking & Follow Up. Can We Say No To Unprofitable Deals ?Can We Say No To Unprofitable Deals ? Repeat Business.Repeat Business. Strategic Mix of Excellence In Delivery, Strategic Mix of Excellence In Delivery,
Clear Communication of Promise & Scope Clear Communication of Promise & Scope & Follow Through.& Follow Through.
Define Structured Sales Report.Define Structured Sales Report. Develop Proper Structured Employee Develop Proper Structured Employee
Organ gram. Organ gram.
The Marketing MixThe Marketing Mix
MarketingMarketing
Market LedMarket Led
Market LedMarket Led Basic principles:Basic principles:
• The customer is king!The customer is king!• Customer service is paramountCustomer service is paramount• Needs of consumers uppermost in new Needs of consumers uppermost in new
product developmentproduct development• Customer serviceability – being a ‘slave’ Customer serviceability – being a ‘slave’
to the customerto the customer• Do not contemplate the cost of doing Do not contemplate the cost of doing
something to meet customer needs, something to meet customer needs, contemplate the cost of contemplate the cost of notnot doing it! doing it!
Guerrilla MarketingGuerrilla Marketing
Non-traditional Advertising Non-traditional Advertising MethodsMethods
Expenses Budget By Type Expenses Budget By Type For MarketingFor Marketing
Type 2006 2007Type 2006 2007
Promotion 35,000 300,000Promotion 35,000 300,000
Catalogue 1,30,000 70,000Catalogue 1,30,000 70,000
Promo N/A 50,97,119Promo N/A 50,97,119
Seminar 225,834 591,235Seminar 225,834 591,235
Mailing/ Postage 150,690 180,518Mailing/ Postage 150,690 180,518
Advertisement 198,767 1055379Advertisement 198,767 1055379
2006 2007
Expense Budget Summary By Type For Marketing
0
50000
100000
150000
200000
250000
Series1
Expense Budget Summary By Type For Marketing
0
1000000
2000000
3000000
4000000
5000000
6000000
Series1
SWOT AnalysisSWOT Analysis STRENGTHS :STRENGTHS : - True Expertise.- True Expertise. - Locally Established Brand- Locally Established Brand WEAKNESSES :WEAKNESSES : - Structured Marketing.- Structured Marketing. OPPORTUNITIES :OPPORTUNITIES : - International Market Growth.- International Market Growth. - Internet Growth.- Internet Growth. - Website Develop. - Website Develop. THREATS :THREATS : - New Competitors.- New Competitors.
MessagingMessaging
We should Have A Strong MessageWe should Have A Strong Message
““We Are Expert In This Topic”We Are Expert In This Topic”
Target Market MessagingTarget Market MessagingMarket Segments Market Segments
Panel Builders ---Panel Builders --- Making mistakes will cost Making mistakes will cost you much more than we do.you much more than we do.
Steel Industries---Steel Industries--- This is an investment in the This is an investment in the future.future.
Textile & Spinning Industries---Textile & Spinning Industries--- How much How much does it cost to do it wrong?does it cost to do it wrong?
Promotional StrategiesPromotional Strategies Promotion : Promotion : - Awareness Generating Advertisement.- Awareness Generating Advertisement.
- Major Trade Shows.- Major Trade Shows.
- Analytical Sales Presentation.- Analytical Sales Presentation.
- Multimedia Presentation on CD-ROM.- Multimedia Presentation on CD-ROM.
- Product Catalogue With Latest Articles.- Product Catalogue With Latest Articles.
Advertising : Advertising :
- Word of Mouth.- Word of Mouth.
Promotional StrategiesPromotional Strategies Public Relations : Public Relations : - Detailed Plan for Press Release & Events, - Detailed Plan for Press Release & Events,
Press Tours & Interviews.Press Tours & Interviews.
Web Plan : Web Plan : - Virtual Business Website & Portfolio.- Virtual Business Website & Portfolio. - Past & Current Projects.- Past & Current Projects. - Background of The Partner Consultants.- Background of The Partner Consultants. - Simple With Flash Technology- Simple With Flash Technology - Latest Trends In User Interface Design.- Latest Trends In User Interface Design. - Articles & Newsletter To Related High Tech - Articles & Newsletter To Related High Tech Products. Products.
Promotional StrategiesPromotional Strategies
Website Marketing Strategy : Website Marketing Strategy :
- Database Containing Market Research - Database Containing Market Research
Reports, Regular Contact With Email Notices.Reports, Regular Contact With Email Notices. Development Requirements : Development Requirements :
- Website Through Specialist IT Operator- Website Through Specialist IT Operator
- Web Designer.- Web Designer.
Promotional StrategiesPromotional Strategies Advertising & Promotion Strategies : Advertising & Promotion Strategies :
- Rely On Publicity & Word of Mouth.- Rely On Publicity & Word of Mouth. - Maintain High Standard of Professionalism. - Maintain High Standard of Professionalism. - Uniforms To Sales Technicians. - Uniforms To Sales Technicians. - Prompt & Courteous Service.- Prompt & Courteous Service. - Well Trained & Well Paid Technicians. - Well Trained & Well Paid Technicians. - Billboards On Heavily Trafficked Area.- Billboards On Heavily Trafficked Area. - Printed Brochures Description About Products.- Printed Brochures Description About Products.
Media Plan Timing / SequencingMedia Plan Timing / Sequencing
MediaMedia JanJan FebFeb MarMar AprApr MayMay JunJun JulJul AugAug SepSep OctOct NovNov DecDec
PrintPrint
OutdoorsOutdoors
EventsEvents
PublicityPublicity
OnlineOnline
Strategic Sales PlanStrategic Sales Plan Sales Strategy : Sales Strategy :
- Contacts Via Letters Followed By Phone- Contacts Via Letters Followed By Phone Calls. Calls. - Approach to The Marketing/Sales- Approach to The Marketing/Sales Manager.Manager. - In House Training For Sales People.- In House Training For Sales People. - All Sales & Responsibilities To Sales- All Sales & Responsibilities To Sales Managers. Managers. - Customer Service Team Will Be Established.- Customer Service Team Will Be Established.
Strategic Sales PlanStrategic Sales Plan Sales Tactics : Sales Tactics :
Commence Sales Efforts With Letters To 10 Commence Sales Efforts With Letters To 10 Prospects Per Week.Prospects Per Week.
Use 2 Week Period To Follow Up With Phone Call. Use 2 Week Period To Follow Up With Phone Call. Prepare Best Guess Time Line For Completion Of Prepare Best Guess Time Line For Completion Of
A Saleable Program.A Saleable Program. Sales Manager Should Be Responsible.Sales Manager Should Be Responsible.
Strategic Sales PlanStrategic Sales Plan Sales Plan : Sales Plan :
First Listen & Then Sell. First Listen & Then Sell. Don’t Over promise. Just Offer True Expertise. Don’t Over promise. Just Offer True Expertise. Repeat Business : Never Lose A client.Repeat Business : Never Lose A client. Under Promise & Over Deliver.Under Promise & Over Deliver.
Tips For Marketing Our BusinessTips For Marketing Our Business
Focus On Core Competencies.Focus On Core Competencies. Develop A Clear & Concise Message.Develop A Clear & Concise Message. Create Collateral Materials.Create Collateral Materials. Join Networking Groups.Join Networking Groups. Network Everyday.Network Everyday. Leverage Our Current Customers.Leverage Our Current Customers. Develop Alliance Partners.Develop Alliance Partners.
Cost effective Ways To Grow Cost effective Ways To Grow CompanyCompany
Don’t Misrepresent Culture.Don’t Misrepresent Culture. Learn The Rules Of Engagement.Learn The Rules Of Engagement. Cross Pollinate Our Culture.Cross Pollinate Our Culture. Be A Good Corporate Citizen.Be A Good Corporate Citizen. Give Praise Where Praise Is Due. Give Praise Where Praise Is Due. Get Creative With Benefits.Get Creative With Benefits. Be Aware of changing Needs Of employees.Be Aware of changing Needs Of employees. Great Employees Thrive Under GreatGreat Employees Thrive Under Great
Leaders.Leaders. Use Internship & Mentoring Programs. Use Internship & Mentoring Programs.
Strategies For The Upcoming Strategies For The Upcoming YearYear
Focus On Our Ideal Customers. Focus On Our Ideal Customers. Define Our Personal Value Proposition.Define Our Personal Value Proposition. Turn Our Clients Into Our Sales Force.Turn Our Clients Into Our Sales Force. Build High Power Allies.Build High Power Allies. Become A Celebrated Expert. Become A Celebrated Expert. Build Personal Direct Marketing Engine.Build Personal Direct Marketing Engine.
EEL Effectiveness EvaluationEEL Effectiveness Evaluation MarketingMarketing : :
Our marketing message addresses our target market and their interests directly ? Our marketing message addresses our target market and their interests directly ? Our marketing message is consistent across all mediums that we use ?Our marketing message is consistent across all mediums that we use ? All of our marketing tells the prospect exactly what to do next in making contact All of our marketing tells the prospect exactly what to do next in making contact
with us ?with us ? We track all leads, and know exactly what marketing medium brought the prospect We track all leads, and know exactly what marketing medium brought the prospect
into contact with us ? into contact with us ? Our marketing message is dramatically different from our competitors ? Our marketing message is dramatically different from our competitors ? We are constantly looking for new ways to provide additional products and services We are constantly looking for new ways to provide additional products and services
to our target market ? to our target market ? We maintain a current database of current and potential customers ? We maintain a current database of current and potential customers ? We use strategies such as guarantees and testimonials to enhance our marketing We use strategies such as guarantees and testimonials to enhance our marketing
message in all communications ? message in all communications ? We communicate with past customers on a regular basis to ensure that they come We communicate with past customers on a regular basis to ensure that they come
back again and again ? back again and again ?
EEL Effectiveness EvaluationEEL Effectiveness Evaluation SalesSales : : We use scripts in all of our initial contacts with potential customers We use scripts in all of our initial contacts with potential customers
(Phone/Face-to-Face/Walk-in/Internet, etc.) ? (Phone/Face-to-Face/Walk-in/Internet, etc.) ? We measure all of the variables of our sales process, including such things as Average We measure all of the variables of our sales process, including such things as Average
number of appointments before the sale, the conversion rate (prospect to client), sales cycle, number of appointments before the sale, the conversion rate (prospect to client), sales cycle, etc ?etc ?
We have a proven, defined, and written sales system ?We have a proven, defined, and written sales system ? We provide our sales team with effective tools to help them to convert prospects more We provide our sales team with effective tools to help them to convert prospects more
effectively (demonstrations, samples, etc.) ?effectively (demonstrations, samples, etc.) ? Our sales staff has regular, formal training on both product knowledge and sales skills ? Our sales staff has regular, formal training on both product knowledge and sales skills ? We use the most current technology to track the sales team's activity, such as appointments, We use the most current technology to track the sales team's activity, such as appointments,
prospect lists, etc ?prospect lists, etc ? We motivate our sales team effectively using time-tested motivational techniques ? We motivate our sales team effectively using time-tested motivational techniques ? We follow up with prospects who didn't buy from us to find out why ? We follow up with prospects who didn't buy from us to find out why ? We have regular sales meetings ? We have regular sales meetings ? Our sales team has a terrific relationship with all of the other departments ?Our sales team has a terrific relationship with all of the other departments ?
EEL Effectiveness EvaluationEEL Effectiveness Evaluation Human ResourceHuman Resource:: We have an effective and formalized hiring system ? We have an effective and formalized hiring system ? Our new hires are effectively trained in a systemized process ? Our new hires are effectively trained in a systemized process ? All new employees read and understand the rules and procedures All new employees read and understand the rules and procedures
usually found in Our employees are highly motivated ?usually found in Our employees are highly motivated ? We provide timely feedback to employees on their performance, We provide timely feedback to employees on their performance,
and provide formal Evaluations on a regular basis ? and provide formal Evaluations on a regular basis ? We have regular staff meetings, and we stick to a prepared We have regular staff meetings, and we stick to a prepared
agenda ? agenda ? Our company-wide communication is excellent ? Our company-wide communication is excellent ? We have written job descriptions for every position ? We have written job descriptions for every position ? We provide an atmosphere where our employees love coming to We provide an atmosphere where our employees love coming to
work ? work ?
Network ModelNetwork ModelEngineering Service
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IMC
Secondary Brand Association
Checklist
Energypac Engineering Limited
24.0Network Model
THANK YOUTHANK YOU