Marketing Planning
.
What is a Marketing
Plan?
A
m
a
r
k
e
t
i
n
g
p
l
a
n
i
s
t
h
e
c
e
n
t
r
a
l
i
n
s
t
r
u
m
e
n
t
f
o
r
d
i
r
e
c
t
i
n
g
a
n
d
c
o
o
r
d
i
n
a
t
i
n
g
t
h
e
m
a
r
k
e
t
i
n
g
e
f
f
o
r
t
.
It operates at
a
strategic and
tactical
level.
Levels of a Marketing
Plan
S
t
r
a
t
e
g
i
c
Target
marketing
decisions
Value
proposition
Analysis of
marketing
o
p
p
o
rtunities
T
a
c
t
i
c
a
l
Product
features
Promotion
Merchandising
Pricing
Sales
channels
Service
The
Strategic Planning, Implementation,
and
Control
Processes
Corporate
And Division
Strategic
Planning
Defining
the corporate
mission
Establishing
strategic
business
units
Assigning resources
to each
SBU
Assessing growth
opportunities
Defining the corporate
mission
Mission
statement includes
the mission
of
an organization
which
it
needs to
achieve
through
careful
marketing research
by
carefully
analyzing the
needs and
wants
of
customer and providing
him with
the
same.
Good Mission
Statements
Focus on limited number
of
goals
Stress major
policies and values
Define
major competitive
spheres
Take
a long-term
view
Short, memorable, meaningful
Sample Mission
Statements
MARRIOTT’S Mission
Statement:
We
are
committed to
being
the best
lodging and
food service company in the world, by treating
employees
in
ways
that create extraordinary
customer service
and
shareholder
value
Cont.
Biocon
“To
be
an integrated
biotechnology
enterprise
of
global
distinction.”
Infosys
Technologies
Limited
“To
achieve
our
objectives in
an environment
of
fairness,
honesty,
and
courtesy
towards our
clients, employees,
vendors and society
at
large.”
Characteristics of
SBUs
I
t
is
a
single
b
u
s
in
e
ss
o
r
col
l
ec
t
ion
o
f
rela
t
ed
businesses
It
has
its own set of
competitors
It
has a
leader responsible for strategic
planning
and
profitability
Establish strategic business units
(SBUs)
Product Orientation vs. Market
Orientation
Assign resources
to
each
SBU
The
Strategic Planning
Gap
Assess growth
opportunities
Ansoff’s
Product-Market
Expansion
Grid
The Business Unit
Strategic Planning
Process
SWOT
Analysis
Strengths
Weaknesses
Opp
o
rt
u
n
i
ti
e
s
Threats
SWOT
Analysis
I
N
T
E
R
N
A
L
F
A
C
T
O
R
S
p
a
s
t
a
n
d
p
r
e
s
e
n
t
E
X
T
E
R
N
A
L
F
A
C
T
O
R
S
p
a
s
t
a
n
d
p
r
e
s
e
n
t
A
C
T
I
O
N
S
T
R
E
N
G
T
H
S
Build on
them,
Emphasise in
promotional
campaigns
O
P
P
O
R
T
U
N
I
T
I
E
S
E
xploit them if
possible
Need
to
be identified
and
via
sca
n
n
i
n
g
researched
e
n
vironme
n
t
a
l
and
analysis
W
E
A
K
N
E
S
S
E
S
Eliminate them if
possible,
Circumvent
them
T
H
R
E
A
T
S
cont
i
n
g
en
c
y
De
v
e
l
op
plans
Must
b
e
a
d
d
ress
e
d
by
Marketing Plan
decisions
Market Opportunity Analysis
(MOA)
Can
the benefits involved
in
the opportunity be
articulated convincingly
to a
defined target
market?
Can the
target market
be
located and reached
with cost-effective media
and trade
channels?
Does the
company possess or have access
to
the
critical capabilities and resources needed
to
deliver the customer
benefits?
MOA
(cont.)
Can
the
company deliver
the
benefits better
than
any
actual or potential
competitors?
Will
the
financial
rate
of
return
meet
or
exceed
the
company’s
required
threshold for
investment?
Goal
Formulation
Hierarchically
arranged
from the most
to
the
least
important.
Quantitative
objectives
whenever
possible
Objectives
should be
realistic
Objectives
must be
consistent
Strategic
Formulation
Porter’s
Generic
Strategies
Overall
Cost
Leadership
Di
f
fe
r
e
n
ti
a
ti
o
n
Focus
Feedback And
Control
M
e
a
s
u
r
e
s
i
n
c
l
u
d
e
:
•
Performance
me
a
s
u
r
e
me
n
ts
•
Evaluation
mechanisms
•
Feedback
mechanisms
•
Contingency
planning
•
Budgets /
profit
&
loss
Problems with
Planning
C
o
m
p
a
n
i
e
s
b
e
c
o
m
e
o
b
s
e
s
s
e
d
w
i
t
h
t
h
e
p
r
o
c
e
s
s
o
r
t
e
c
h
n
i
q
u
e
r
a
t
h
e
r
t
h
a
n
t
h
e
a
c
t
u
a
l
c
o
n
t
e
n
t
a
n
d
d
e
l
i
v
e
r
y
o
f
t
h
e
p
l
a
n
!
!
Unreliable or
insufficient market research data
can
make plans flawed
from
beginning
!
New
companies
too
busy?
Small
companies
not important/
no
skills/
restrictive?
Mature
companies
Unnecessary
/
cumbersome?
Fast changing
markets
not
useful
/
responsive?
H
o
w
e
v
e
r
a
l
l
o
r
g
a
n
i
s
a
t
i
o
n
s
s
h
o
u
l
d
p
l
a
n
!
Problems with Planning
(Cont.)
Marketing Planning is Essential
...
C
o
n
f
l
i
c
t
i
n
g
p
r
e
s
s
u
r
e
s
m
a
k
e
c
h
o
i
c
e
s
d
i
f
f
i
c
u
l
t
Enhancing customer
service
Short-term
profit
Revenue
ma
x
imisation
Cost
minimisation
Long-term
value
creation
Increasing
pro
f
itab
i
lity
Vs.
Vs.
Vs.
Thank
you
A marketing plan is crucial for directing and coordinating marketing efforts at both strategic and tactical levels. It involves strategic target decisions, value proposition analysis, and various tactical elements like product features, promotion, pricing, and sales channels. Strategic planning processes include defining corporate mission, establishing strategic business units, and assessing growth opportunities. Good mission statements focus on key goals and values. Sample mission statements from companies like Marriott and Infosys demonstrate commitment to excellence. Creating strategic business units involves understanding their characteristics.
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Presentation Transcript
What is a Marketing Plan? A marketing plan is the central instrument for directing and coordinating the marketing effort. It operates at a strategic and tactical level.
Levels of a Marketing Plan Strategic Target marketing decisions Value proposition Analysis of marketing opportunities Tactical Product features Promotion Merchandising Pricing Sales channels Service
The Strategic Planning, Implementation, and Control Processes
Corporate And Division StrategicPlanning Defining the corporate mission Establishing strategic business units Assigning resources to each SBU Assessing growth opportunities
Defining the corporate mission Mission statement includes the mission of an organization which it needs to achieve through careful marketing research by carefully analyzing the needs and wants of customer and providing him with the same.
Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful
Sample Mission Statements MARRIOTT S Mission Statement: We are committed to being the best lodging and food service company in the world, by treating employees in ways that create extraordinary customer service and shareholder value
Cont. Biocon To be an integrated biotechnology enterprise of global distinction. Infosys TechnologiesLimited To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors and society at large.
Establish strategic business units (SBUs) Characteristics of SBUs It is a single business or collection of related businesses It has its own set of competitors It has a leader responsible for strategic planning and profitability
Product Orientation vs. Market Orientation Company Product Market Missouri-Pacific Railroad We run a railroad We are a people- and-goods mover Xerox We make copying equipment We improve office productivity Standard Oil We sell gasoline We supply energy Columbia Pictures We make movies We entertain people
Assign resources to each SBU The Strategic Planning Gap
Assess growth opportunities Ansoff s Product-Market Expansion Grid
SWOTAnalysis Strengths Weaknesses Opportunities Threats
SWOTAnalysis INTERNAL FACTORS past and present EXTERNAL FACTORS past and present ACTION STRENGTHS OPPORTUNITIES Exploit them if possible Build on them, Emphasise in promotional campaigns Need to be identified and researched environmental and analysis via scanning WEAKNESSES Eliminate them if possible, Circumvent them THREATS Develop plans contingency Must Marketing Plan decisions be addressed by
Market Opportunity Analysis (MOA) Can the benefits involved in the opportunity be articulated convincingly market? Can the target market be located and reached with cost-effective media and trade channels? Does the company possess or have access to the critical capabilities and resources needed to deliver the customer benefits? to a defined target
MOA (cont.) Can the company deliver the benefits better than any actual or potential competitors? Will the financial rate of return meet or exceed the company s required investment? threshold for
Goal Formulation Hierarchically arranged from the most to the least important. Quantitative objectives whenever possible Objectives should be realistic Objectives must be consistent
Strategic Formulation Porter s Generic Strategies Overall Cost Leadership Differentiation Focus
Feedback And Control Measures include: Performance measurements Evaluation mechanisms Feedback mechanisms Contingency planning Budgets / profit & loss
Problems with Planning Companies become obsessed with the process or technique rather than the actual content and delivery of the plan!! Unreliable or insufficient market research data can make plans flawed from beginning!
Problems with Planning (Cont.) New companies too busy? Small companies not important/ no skills/ restrictive? Mature companies Unnecessary / cumbersome? Fast changing markets not useful / responsive? However all organisations should plan!
Marketing Planning is Essential ... Conflicting pressures make choices difficult Enhancing customer service Increasing profitability Vs. Long-term value creation Short-term profit Vs. Revenue maximisation Vs. Cost minimisation
