MARKETING FORUM
OCTOBER 12, 2004
BUILDING BLOCKS FOR THE MARKETING PLAN
BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis
BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis• Setting Marketing Objective(s)
BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis• Setting Marketing Objective(s)• Strategy Development
BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis• Setting Marketing Objective(s)• Strategy Development• Structuring the Marketing Plan
BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis• Setting Marketing Objective(s)• Strategy Development• Structuring the Marketing Plan• Choosing the Marketing Mix
BUSINESS ANALYSIS
1. What is our Product/Service?
BUSINESS ANALYSIS
1. What is our Product/Service?
2. Who is/are our Customer(s)?
BUSINESS ANALYSIS
1. What is our Product/Service?
2. Who is/are our Customer(s)?
3. What is/are our Customer Proposition(s)?
BUSINESS ANALYSIS
1. What is our Product/Service?
• Is there more than one?
BUSINESS ANALYSIS
1. What is our Product/Service?
• Is there more than one?
• Can we rank them in importance?
BUSINESS ANALYSIS
1. 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?
BUSINESS ANALYSIS
2. Who is/are our Customer(s)
• Is there more than one?
BUSINESS ANALYSIS
2. Who is/are our Customer(s)
• Is there more than one?
• Can we rank them in importance?
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?
BUSINESS ANALYSIS
3. What is/are our Customer Proposition(s)?
• Is there more than one?
BUSINESS ANALYSIS
3. What is/are our Customer Proposition(s)?
• Is there more than one?
• Can we rank them in importance?
BUSINESS ANALYSIS
3. What is/are our Customer Proposition(s)?
• Is there more than one?
• Can we rank them in importance?
• Is it/Are they unique and sustainable?
BUSINESS ANALYSIS
• We know what our product(s)/service(s) is/are
BUSINESS ANALYSIS
• We know what our product(s)/service(s) is/are
• We are clear about who our Customer(s) is/are
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)
Setting Marketing Objectives
Our Marketing Objectives shouldfocus on what we want to
communicate to who
In other words, what are the key issuesto be addressed?
Setting Marketing Objectives
• Build on our Strengths
Setting Marketing Objectives
• Build on our Strengths
• Address our Weaknesses
Setting Marketing Objectives
• Build on our Strengths
• Address our Weaknesses
• Seek out Opportunities
Setting Marketing Objectives
• Build on our Strengths
• Address our Weaknesses
• Seek out Opportunities
• Eliminate Threats
Setting Marketing Objectives
And finally……
Will we be able to measure their achievement?
Strategy Development
Our Strategies should show how weplan to meet our Objective(s)
Strategy Development
• Do our Strategies clearly reflect our Objectives?
Strategy Development
• Do our Strategies clearly reflect our Objective(s)?
• Are they manageable in terms of finance, manpower and timeframe?
Structure of the Marketing Plan
• Background (“Where we are today”)
Structure of the Marketing Plan
• Background (“Where we are today”)
• Key Issues(“What the Marketing Plan will address”)
Structure of the Marketing Plan
• Background (“Where we are today”)
• Key Issues(“What the Marketing Plan will address”)
• Marketing Objectives(“Where we want to be”)
Structure of the Marketing 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”)
Choosing the Marketing Mix
Choosing the most appropriateelements of the Marketing Mix willenable us to implement our Strategies in the most effective way
Choosing the Marketing Mix
• Above the line
Choosing the Marketing Mix
• Above the line
• Below the line
Choosing the Marketing Mix
• Above the line
• Below the line
• (Price driven initiatives)
Choosing the Marketing Mix
• Above the line
— TV, Radio, Cinema etc.
Choosing the Marketing Mix
• Above the line
— TV, Radio, Cinema etc.— Print
Choosing the Marketing Mix
• Above the line
— TV, Radio, Cinema etc.— Print— Outdoor
Choosing the Marketing Mix
• Above the line
— TV, Radio, Cinema etc.— Print— Outdoor— Internet
Choosing the Marketing Mix
• Below the line
— Brochures, Leaflets etc
Choosing the Marketing Mix
• Below the line
— Brochures, Leaflets etc— Promotional events
Choosing the Marketing Mix
• Below the line
— Brochures, Leaflets etc— Promotional events— PR initiatives
Choosing the Marketing Mix
When we use an element of theMarketing Mix, we must:
Choosing the Marketing Mix
When we use an element of theMarketing Mix, we must:• Explain how it helps drive our
Strategic Imperative(s)
Choosing the Marketing Mix
When we use an element of theMarketing Mix, we must:• Explain how it helps drive our
Strategic Imperative(s)• Fully explain the associated
“action plan(s)”
Choosing the Marketing Mix
When we use an element of theMarketing Mix, we must:• Explain how it helps drive our
Strategic Imperative(s)• Fully explain the associated
“action plan(s)”• Show its financial impact
In conclusion
Marketing success is based on:
• Business Analysis• Setting Marketing Objective(s)• Strategy Development• Structuring the Marketing Plan• Choosing the Marketing Mix
And, to close……………
Remember that Marketing is acentral part of any organisation, allowing it to move from “whereit is” to “where it wants to be”. All it requires is focus, consistency,passion and commitment!
