Slide 1 Advertising Sales NATO Sources: Evans&Berman :Marketing Dibb, Simkin, Bradley: The Marketing Planning
Jun 24, 2015
Slide 1
Advertising
Sales
NATO
Sources: Evans&Berman :MarketingDibb, Simkin, Bradley: The Marketing Planning
Slide 2
Where
are we?
Where
should
we go?
By
what
means ?
Who does
what and
when ?
How will
we know
where we
are then?
Situation
analysis
Setting
objectives
Using compe-
titive edgeCo-ordination Follow up
Structure of PlanningStructure of Planning
Slide 3
Core AnalysisCore Analysis
• Existing business
• Market trends
• Marketing environment
• Capabilities
• Customers
• Competitors
• Products/service portfolio
Slide 4
Existing BusinessExisting Business
Slide 5
The market
The culture The marketsegment
TheImage
The offering
Slide 6
Core Market Trends and Core Market Trends and PredictionsPredictions
• Sales: volume (units), financial values
• Profitability
• Market size
• Market shares
• Number and sizes of customers
• Numbers of key competitors
Slide 7
Major trends that will affect industry
Estimated date of impact
Evidence to support this trend
Is there a gap in the market?Is there a market in the gap?
Environmental ForecastingEnvironmental Forecasting
Slide 8
Environmental analysisEnvironmental analysis
• Political/legal– monopolies legislation– protection laws– taxation policy– foreign trade regulations– employment law– government stability
• Socio-cultural– population demographics– income distribution– social mobility– lifestyle chains– attitudes to work and leisure– consumerism– levels of education
• Economic– business cycles
– GNP trends
– Interest rates
– Money supply
– Inflation
– Unemployment
– Disposable income
– Energy availability and cost
• Technological– government spending on research
– government and industry focus of technological effort
– new discoveries/development
– speed of technological effort
– rates of obsolescence
What environmental factors are affecting the project?Which of those are the most important at the present time? In the next few years?
Slide 9
Effective SWOT AnalysisEffective SWOT Analysis
Internalfactors
Externalfactors
Threats
WeaknessesStrengths
Opportunities
Slide 10
Customer Expectations and Buying Customer Expectations and Buying ProcessesProcesses
For each segment fill in the following details (example: 35 mm cameras)
AdvancedAmateurs
Photographers
Customer profileCustomer profileAwareness of options
Collect / readsales literature
Technical / subjectiveappraisal
Short list
In store demonstrations
Purchase
Buying processBuying process
1. Magazines
2. 3rd party reference
3. Sales person
InfluencesInfluences
Feature levelReliability
Range of lenses
KCV’sKCV’s
Slide 11
Competitive AnalysisCompetitive Analysis
The industryrivalry amongexisting firms
Substitutes
PotentialEntrants
Suppliers Buyers
Slide 12
Brand and Product PositioningBrand and Product Positioning
High
VariablePurchasePrice
Low
Low variable: Quality High
•Merc
•Jag
•BMW
•Rover
•Ford•Citroen
•Proton
•Yugo
Slide 13
Marketing Marketing ObjectivesObjectives
• Improved productivity
• Market penetration• Product development• Diversification
Slide 14
The Marketing Plan The Marketing Plan Document Document
• Summary• Objectives
– Mission statement– Detailed organisation Objectives– Product Group Goals
• Product/Market background– Product Range Explanation– Market Overview and Sales Summary
• SWOT Analysis• Analysis of marketing environment,
trends customers and competitors
Slide 15
• Strategies– Core target markets
– Basis for Competing/Differential Advantage
– Brand / Product Positioning
• Statement of expected results• Marketing Programmes
– Marketing mixes
– Tasks and responsibilities
• Budgets• Appendices