Marketing Planning Overview

The MAANZ MXpress Program

Marketing Planning

Dr Brian Monger

Copyright April 2013.

This Power Point program and the associated documents remain the intellectual property and the

copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These

notes may be used only for personal study associated with in the above referenced course and not in any

education or training program. Persons and/or corporations wishing to use these notes for any other purpose

should contact MAANZ for written permission.

MAANZ International 1

MAANZ International

• MAANZ International, is a Not for Profit, internet based professional and educational

institute which has operated for over 25 years.

• MAANZ International offers Professional Memberships;

• Marketing Courses (Formal and Short)

• And Marketing Publications

• www.marketing.org.au


Dr. Brian Monger

• Brian Monger is the CEO of MAANZ International and a professional marketer and consultant with over 40 years

local and international experience.

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This presentation aims to help you be able to:

• Understanding the steps in implementing the marketing plan

• Planning and scheduling the key components of the marketing plan

• Prioritising marketing strategies

• Managing the marketing process

• Implementing marketing strategies

• Briefing personnel responsible for various aspects of the marketing plan

• Briefing stakeholders

• Making and preparing a formal marketing plan presentation.

• The steps in monitoring the effectiveness of the marketing planning process

• The importance of monitoring and measuring the firm’s marketing performance.


Marketing Plans

• Planning can be regarded as the systematic and informed application of marketing resources to achieve marketing objectives.

• Planning is, or should be, therefore a continuous activity of marketing management, rather than an irregular act.

• Although most of the literature on marketing planning portrays the process as a series of discrete steps, the process is, in fact, a continuous

interplay of assumptions, objectives, strategies, programmes and budgets, with a constant movement backwards and forwards, and with

some stages occurring concurrently rather than consecutively."


A Marketing Plan

• This topic outlines the creation of the marketing plan.

• A business development or marketing plan is a written document of the action to be taken and all of the activities

associated with implementation of the marketing mix. It outlines who is responsible for managing the specific

activities in the plan, and provides a timetable indicating when those activities must be performed.

A Marketing Plan

• There is no single method of preparing and presenting an organisation development

plan. Much will depend on the type of market and the type of organisation.


ANALYSIS AND EVALUATION

The Marketing Audit

(Analysis and Evaluation of the organisation and its

Marketing)

Carry out Analyses

BUSINESS DEVELOPMENT/MARKETING PLANNING

(How will we get there?)

Detail Goals and Objectives

Develop Marketing Strategies

Identify Attractive Target Segment(s)

Develop Forecasts

Develop Action Programs

Review the elements of the plan

IMPLEMENTATION, MONITORING and CONTROL

Implement marketing activities

Monitor and review marketing performance

Adjust the plan

Value Offer

(Product and Price)

Communicate Value

(IMC/Promotion)

Deliver Value

(Distribution)Marketing Operations

LogisticsChannels

Advertising

Personal Selling

Marketing P.R

Publicity

Sales Promotion

Brand Management

New Product

Development

Packaging

Pricing

M.I.S.Market Research

Intel

Internal Marketing

Marketing

Management

Resources H.R.

ANALYSIS

DEPARTMENTAL

LEVEL

26

28

27 29

30

31

25

18

19

20

21

22

23

24

1

2

3

4

5

6

7

9

10 11

12

14

13

15

1716

8

TACTICAL

LEVELS

Figure 1 Stages in the Planning Process



Marketing Programs

• Marketing programs generally comprise the following elements:

• Statement of organisational mission/vision goals and objectives.

• Market research findings. This part of the plan focuses on elements such as the target segment and the marketing mix

considerations.


Marketing Plan Overview

• Title page: title, date and authorship hi

• Executive summary: a very short key points synopsis (key strategy)

• Table of contents: a very detailed road map of the plan

• Organisational mission/goals

• Introduction—situation analysis:

• – background

• – normal forecast

• – opportunities and threats

• – strengths and weaknesses



• Corporate objectives and targets—clear statements of the (SMART) objectives of the plan Marketing objectives and

targets:

• – sales objectives/targets for all value-offering lines

• – sales objectives for strategically critical value offerings

• – sales objectives for all distribution channels

• – sales objectives for sales force

• Sales projections—all value-offering lines:

• – sales projections by geography (division, region, territory)

• Marketing research information



• Segmentation and targeting information Marketing strategy—target segment profiles for all value offerings

• Marketing strategy overview—key performance criteria; key points of importance in formulating strategy

• Marketing mix strategies:

• – brand elements

• – product—(value-offering) line marketing strategies

• Pricing—value-offering line pricing objectives and strategies:

• – prices and price changes for value offering lines



• Channels of distribution—distribution objectives and strategies:

• – description of channels of distribution needed Promotion program:

• – advertising objectives and strategies

• – advertising media program and budget

• – advertising expenditures by month by media

• – advertising agency information

• – sales promotion objectives and strategies

• – sales promotion expenditures by item by month

• – publicity

• – sales program



• Implementation—the action program

• marketing activities timetable:

• – how the plan will be implemented

• – timetable

• Marketing budgets—how the money will be allocated

• Resources

• Marketing personnel

• Controls:

• – How will we measure and assess?

• – How will we make corrections ?


Marketing Plan Outline Example

• Title Page

• Contents Page

• Executive Summary

• Statement of Goals and Objectives and Purpose

• Mission and Goals

• General Corporate Objectives

• Sales Objectives

• Product Objectives

• Pricing Objectives

• Promotional Objectives

• Distribution Objectives


Marketing Plan

• Wholesaling

• Strategic Directions - Keys to Success

• Image and Positioning

• Differentiation and Focus

• Situation Analysis

• Internal

• SWOT Analysis

• Product Portfolio (BCG Matrix)

• Human Resources/Training and Development

• External Analysis (PEST/STEEP Analysis)

• Suppliers and Facilitators

• Intermediaries


Marketing Plan

• Competitive Analysis

• Market Share/Competition

• Market Research

• Target Markets/Target Segment Profiles

• Target Market Segment Strategy

• Overall Marketing Plan Strategy

• Success Factors


Marketing Plan

• The Marketing Mix

• Product Plan (The Value Offer)

• Pricing Plan

• Promotional (Communicating Value) Plan

• Place/Placement (Distribution Plan – Delivering Value)

• Sales Forecasts

• Measurement and Comparison


Marketing Plan

• Contingency Planning

• Control and Implementation

• Budgets

• Advertising and Sales Promotion Budget

• Marketing Budget

Title Page Contents PageExecutive

Summary

Statement of

Goals and

Objectives and

Purpose

Mission and

Goals

General

Corporate

Objectives

Sales ObjectivesProduct

Objectives

Pricing

Objectives

Promotional

Objectives

Distribution

ObjectivesWholesaling

Strategic

Directions - Keys

to Success

Image and

Positioning

Differentiation

and Focus

Situation

AnalysisInternal SWOT Analysis

Product Portfolio

(BCG Matrix)

Human

Resources

Training

External Analysis

(PEST/STEEP

Analysis)

Suppliers and

Facilitators

Intermediaries

Competitive

Analysis

Market Share

CompetitionMarket Research

Target

Markets/Target

Segment Profiles

Target Market

Segment Strategy

Overall

Marketing Plan

Strategy

Success FactorsThe Marketing

Mix

Product Plan (The

Value Offer)Pricing Plan

Promotional

(Communicating

Value) Plan

Place/Placement

(Distribution Plan –

Delivering Value)

Sales Forecasts

Measurement

and Comparison

Contingency

Planning

Control and

ImplementationBudgets

Advertising and

Sales Promotion

Budget

Marketing

Budget

Figure 2 Marketing Plan


Director

Marketing

Executive

Marketing SupportManager Market

Development

Manager Marketing

Information

Manager Product Line

Development

3 x Brand Managers

Internet Sales Manager

Manger Wholesale

Markets

National Retail

Marketing Manager

Divisional

Manager Retail

Area 111 stores

Plus 1 new this year

Manager

International

Development

Divisional

Manager Retail

Area 29 stores

plus 4 new this year

Key Account Manager

Key Account Manager

Proposed

Restructure

New Divisional

Manager Retail

Area 3

Figure 3 Marketing Organisation Chart Example


• For more information about MAANZ International and articles about Marketing, visit:

• www.marketing.org.au

• http://smartamarketing.wordpress.com

• http://smartamarketing2.wordpress.com

• . http://www.linkedin.com/groups/MAANZ-SmartaMarketing-Group-2650856/about

• Email: [email protected]

• Link to this site - - http://www.slideshare.net/bmonger for further presentations


http://www.marketing.org.au/

http://smartamarketing.wordpress.com/

http://smartamarketing2.wordpress.com/

http://www.linkedin.com/groups/MAANZ-SmartaMarketing-Group-2650856/about







mailto:[email protected]

http://www.slideshare.net/bmonger

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MAANZ International

Marketing Planning Overview

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