building blocks for the marketing plan

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!