how to build a marketing plan
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Quick presentation on potential changes on the marketing plan processTRANSCRIPT
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MarketingHow to build a marketing plan?
12/1/2007Laurent Bouty
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?Question
• Why building a marketing plan?
• What should we do for building a marketing plan?
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?The Marketing Process
Corporate mission and objectives
Marketing audit
Marketing objectives
Marketing strategy
Marketing MixProductPricePlace
PromotionPeopleProcess
ImplementationEvaluation
Control
SWOT
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?Question
• Do you think the model is still valid?
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How to build a Marketing Plan?Do they follow the marketing process?
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?Do they have a plan?
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How to build a Marketing Plan?Leader - Why?
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How to build a Marketing Plan?Why are they different?
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How to build a Marketing Plan?Question
• What do you think has changed?
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How to build a Marketing Plan?Evolution of the marketing concept
The Old Marketing Concept
Strategy Planning
Quality/ Value
Delivery
The New Marketing Concept
Customer analysis
Competitor analysis
Portfolio selection theory
Long-range planning
Total quality management
Distinctive competence
Customer orientation
(rediscovered)
Webster (1994) 10
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?Element 1 - Proliferation
• More Brands• More Products• More Choices• More Info• More Speed• More Stress
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?Element 2 - Fragmenting customer segments
• Increase of different customer segments
• Influence of ethnicity• Life-style difference in
consumption pattern
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How to build a Marketing Plan?Element 3 - Consumers are connected
• Social Networks• Self-generated content• Communities• Blogs• Product ratings
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How to build a Marketing Plan?Element 4 - Consumers’ behaviour
• Less Time• Less Attention• Less Ignorance• Less Stability• Less Loyalty
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How to build a Marketing Plan?Element 5 - Sales and Distribution Touchpoints
• New channels (eg.Ebay)• New Touchpoints (eg.
Mobile phones)• New distribution partners
(eg. Tesco for Travel)
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How to build a Marketing Plan?Element 6 - Diverse communication vehicles
• Old Media– TV– Radio– Press
• New Media– Internet– Viral Marketing– Product Placement– Banner– Online Video
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How to build a Marketing Plan?So: Plenty of challenges
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• How to differentiate?• How to create value?• How to capture value?• How to reach people?• How to manage?• How to survive?
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?Question
• What should we do differently when building a marketing plan?
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How to build a Marketing Plan?New rules
• Increase the number of bets, and decrease their size• Focus on detection, measurement and feedback• Follow through with flexible marketing budget• Exploit naturally emerging social influence• Build flexibility into supply chains and contract
19Source: Marketing in an unpredictable world - HBR - Sept 2006
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?The Marketing Process - New rules
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• Marketing objectives– Period?– Calendar?– ROI?– Cross-functional– Customer life cycle– Short term– Long term
Corporate mission and objectives
Marketing audit
Marketing objectives
Marketing strategy
Marketing MixProductPricePlace
PromotionPeopleProcess
ImplementationEvaluation
Control
SWOT
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?The Marketing Process - New rules
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• Marketing strategy– Precision, adaptability and
segmentation– Pricing: test, transparency,
flexibility– All channels (old and new)– Project and program based
approach– Multi-skills people
Corporate mission and objectives
Marketing audit
Marketing objectives
Marketing strategy
Marketing MixProductPricePlace
PromotionPeopleProcess
ImplementationEvaluation
Control
SWOT
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?The Marketing Process - New rules
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• Implementation/control– Project budget– Start small, scale fast– Real-time tracking– ROI– Influencer, Social network,
Emerging networks– Ensure your suppliers are
also flexible
Corporate mission and objectives
Marketing audit
Marketing objectives
Marketing strategy
Marketing MixProductPricePlace
PromotionPeopleProcess
ImplementationEvaluation
Control
SWOT
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© LEADING WORLDS 2006 - THE MARKETING ARCHITECT
How to build a Marketing Plan?Conclusions
• Current process is still valid• Rules have changed• Marketing job is more complex
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Thank You
Laurent BoutyLeading Worlds
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