marketing plan
TRANSCRIPT
List the reasons why it isimportant for your company to create a marketing plan
Possible reasons could be: New company, new products, newdistribution strategy, or thereorganization of marketing
Continuation of working on marketing strategy
Insert the company’s goalsand objectives for theplanning process
How does the planningprocess impact themanagement andemployees? Who has to contribute?
To which over-archingstrategies and/orcompany values does thismarketing plan need to adhere to?
How does this plan contribute to theimplementation of thesestrategies and values?
Pricesily specify your planned products or sevices ina few words only.
Also mention specific functions / characteristics ofthe product or service – define the customerbenefits.
The key compentences of your company / product are equivalent to it’s sustainable competitive advantages ( USP – Unique Selling Proposition ).
List your competitive advantages / USP here.
Outline the needed resources ( personnel / HR, funds, material, supply chain, premises, etc. )
Try to sum up the total amount of the needed capital expenditures.
Start your marketing plan with your company’s most importantgoals and objectives.
Use the SMART principle ( Specific – Measurable – Adjustable –Realistic – Time Phased ).
USP – it is a description of the qualities that are unique to a particular product or service and that differentiate it in a way which will make customers purchase it rather than its rivals.
A vision statement says what the organization wishes to be like in some years’ time.
Your company main value
e.g. We strive to excellence in our employeese.g. We assume our environmental responsibilities.
( Include goals based on key competences)
MAIN VALUE
COMPETENCE
COMPETENCE
VALUE
PLACEHOLDERVALUE
TERM KEYWORD
Domestic and foreign policydirectly or indirectly affectingeconomical interests
e.g. tax policy, labour law, traderestrictions, tariffs, and politicalstability
Important economical factorsinfluenced a company’s marketand core business
e.g. economic growth, interestrates, exchange rates, inflationrate, unemployment, etc.
Trends in social factors affecting thedemand for a company’s productsand how that company operates.
e.g. cultural aspects such as healthconsciousness, population growth, age distriution, career attitutes andemphasis on safety.
Technological factors affectingproduction and innovation levelinvolving:
Reshearh and development, automation, techonologyincentives, rate of tehcnologicalchange, technological shifhts, barriers to entry, etc.
Ecological and environmentalfactors affecting companiesoperations and products ( growingawarenss ).
e.g. environmental law, environmental protection, weather, climate, climatechange, etc.
State legal factors affecting thecomapny operations, costs, andproduct demands.
e.g. discrimination law, consumerlaw, antitrust law, employmwntlaw, and health and safety law
Placeholderfor your text
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List of suppliers and provided goods / resources
Important information on suppliers
Subcontractors of your suppliers
6R, purchasing, disposition, incoming goods
accounting
Informationproductionprocess, involvedparties, resourcesand benefits
Final destinationof the products
Target group
Customer satisfaction
SUB SUPPLIER
SUB SUPPLIER
SUB SUPPLIER
RAW MATERIAL SUPPLIER
RAW MATERIAL SUPPLIER
RAW MATERIAL SUPPLIER
RAW MATERIAL SUPPLIER
RETAILER
RETAILER
RETAILER
END CUSTOMER
END CUSTOMER
END CUSTOMER
END CUSTOMER
[ C ] Critical
[ 0 ] Non exist
[ + ] Perfect
[ o ] Normal
[ 1 ] Low
[ 2 ] Medium
[ 3 ] Intensive
DESIGN ENGINEER
FTL
LEAD ENGINEER
DESIGN ENGINEER
CUSTOMER REFERENCE
CALCULATION
ATTEMP
CONSTRUCTION
ATTEMP
SUPPLIER
CALCULATION
INTRANET
INTERNET
DB
DESIGN ENGINEER
Describe in this placeholder your target markets. Say what group of customers you want to market your product or service.
Market for cunsumer goods, producer goods or services ?
Which products or services will be offered to the target group ?
Business – 2 – Business or Business – 2 – Customers ?
Geographical locallozation
Demand and buying motive
New market or well - established market ?
Competition and planned market position
If you have more than one target market you ideally will have to tailor your marketing mix for each one of your target markets.
Definition
Approach
Definition
Approach
Definition
Approach
Definition
Approach
Definition
Approach
Definition
Approach
Definition
Approach
Definition
Approach
Definition
Approach
Number of competitors, qualitydifferences, other differences,
switching costs, customer loyalty, costsof leaving market, etc.
Time and cost of entry, specialist knowledge, economics of scale, costadvantages, techonolyprotection, barriers to entry, etc.
Number of suppliers, size ofsuppliers, uniqueness ofservice, your ability to substitute, cost of changing, etc.
Number of customers, scopeof orders, differencees
between competitors, pricesensitivity, ability to
substitute, cost of changing, etc.
Substitute performance, cost ofchange.
Estimated customersImportant competitors
Estimated customersImportant competitors
Estimated customersImportant competitors
Estimated customersImportant competitors
Estimated customersImportant competitors
TIME
AMOUNT / VALUE
Market volume
Sales volume provider A
PERIOD 4PERIOD 3PERIOD 1 PERIOD 2
1
5
6
3
2
4
Sales volume provider B
Sales volume provider C
MARKET GROWTH
CAUSE 1 CAUSE 3CAUSE 2 CAUSE 4 CAUSE 6CAUSE 5( innovation, PEST factors, event, etc. )
( innovation, PEST factors, event, etc. )
( innovation, PEST factors, event, etc. )
( innovation, PEST factors, event, etc. )
( innovation, PEST factors, event, etc. )
( innovation, PEST factors, event, etc. )
0,00 %
0,00 %
0,00 %
0,00 %
0,00 %
0,00 %
PRODUCT NAME AND FUNCTION
PRODUCT NAME AND FUNCTION
PRODUCT NAME AND FUNCTION
PRODUCT NAME AND FUNCTION
PRODUCT NAME AND FUNCTION
PRODUCT NAME AND FUNCTION
COMPANY 1
COMPANY 2
COMPANY 3
COMPANY 4
COMPANY 5
COMPANY 6
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Characteristics:
Core motive:
FEATURE A
FEATURE B
INDIVIDUAL
Lorem ipsum dolor sit amet, consectetur adipiscing elit, seddo eiusmod tempor inciduteter ut labore et dolore magna aliqua.
Characteristics:
Core motive:
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Characteristics:
Core motive:
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PLACEHOLDER % A
B
C
PLACEHOLDER
PLACEHOLDER
PLACEHOLDER
PLACEHOLDER
PLACEHOLDER
PLACEHOLDER
PLACEHOLDER
PLACEHOLDER
PLACEHOLDER
low
low
medium
med
ium
high
hig
h
A-Type customer B-Type customer C-Type customer
A A
A
B
B
B C
C C
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CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
CUSTOMER
Customers who bought after they reclaimed.
Orders or purchases reclaimed. Customers who reclaimed.
Customers who bought multiple times.
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Feedback on products orservices.
Feedback on products orservices.
Feedback on products orservices.
Feedback on products orservices.
Feedback on products orservices.
Feedback on products orservices.
Feedback on products orservices.
Feedback on products orservices.
CRITERIA / REQUIRMENT EXPECTATION
WEIGHT
[ W ( 0-1 ) ]
DEGREE OF FULLMENT [ E ]VALUE
NO. POOR GOOD EXCELLENTAVERAGE
1 2 3 4 5 6 7 8 9 10
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TOTAL SCORE
[ W ] * [ E ]
1
2
2
2
3
3
4
4
5
6
6
7
7
10
8
18
9
16
10
12
DETRACTORS PASSIVES PROMOTORS This text can bereplaced with
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and size of the font as used in this
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NET PROMOTOR SCORE
+ 5% PROMOTORS - % DETRACTORS
Sum up the most important features of your target group.
e.g. age, sex, income, consumer behaviour, etc.
Milleu, living situation, mobility, political orientation, values, interests, etc.
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BUYING MOTIVATION
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Shortcomings Reasons / Explanations MeasuresNO.
Shortcomings of the customersatisfaction service
Problem description andreasons
Improvement measures1
Shortcomings of the customersatisfaction service
Problem description andreasons
Improvement measures2
Shortcomings of the customersatisfaction service
Problem description andreasons
Improvement measures3
Shortcomings of the customersatisfaction service
Problem description andreasons
Improvement measures4
Shortcomings of the customersatisfaction service
Problem description andreasons
Improvement measures5
Shortcomings of the customersatisfaction service
Problem descriptionand reasons
Improvement measures6
TASK TIMENO.
Description / Title XX days1.
2.
3.
4.
5.
6.
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Description / Title XX days
Description / Title XX days
Description / Title XX days
Description / Title XX days
Description / Title XX days
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Name the most relevant strenght of thecompetitor
Concentrate on the strenghts relevant to the consumer
Name the most relevant strenght of the competitor
Concentrate on the strenghts relevant to the consumer
Name the most relevant strenght of thecompetitor
Concentrate on the strenghts relevant to the consumer
Name the most relevant strenght of thecompetitor
Concentrate on the strenghts relevant to the consumer
Name the most relevant strenght of the competitor
Concentrate on the strenghts relevant to the consumer
Name the most relevant strenght of thecompetitor
Concentrate on the strenghts relevant to the consumer
COMPETITOR 1
( logo )
What are potential objectives of this competitor
Think of marketing achievements or productinnovations likely to happen in the near future
COMPETITOR 2
( logo )
COMPETITOR 3
( logo )
Think of ways for your competitor to reach threepotential goals.
What will be the next step?
What are potential objectives of this competitor
Think of marketing achievements or productinnovations likely to happen in the near future
What are potential objectives of this competitor
Think of marketing achievements or productinnovations likely to happen in the near future
Think of ways for your competitor to reach threepotential goals.
What will be the next step?
Think of ways for your competitor to reach threepotential goals.
What will be the next step?
CRITICAL RESOURCES ( PERFORMANCE POTENTIAL )
NO. POOR MODERATE
COMPETITOR ONE
TOTAL
Product line x
Research and development
Productivity increase potencial
Sales market ( market share )
Marketing concept
Finance situation
Production
Raw materials and energy
Location
Cost situation differentation
Quality of management
Leading systems
1 2 6543
POOR MODERATE
OWN COMPANY
1 2 6543
POOR MODERATE
COMPETITOR TWO
1 2 6543
1 2
GOOD
10987 P
109876543 1 2
GOOD
10987 P
109876543 2
GOOD
10987 P
1098765431
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Impact on thinking, acting and planning of the company and it’s employees
Impact on thinking, acting and planning of the company and it’s employees
Impact on thinking, acting and planning of the company and it’s employees
Impact on thinking, acting and planning of the company and it’s employees
Impact on thinking, acting and planning of the company and it’s employees
Impact on thinking, acting and planning of the company and it’s employees
Impact on thinking, acting and planning of the company and it’s employees
Impact on thinking, acting and planning of the company and it’s employees
MARKETING SALES DEVELOPMENT PRODUCTION ADMIN FINANCE
MANAGEMENT ASSISTANCE
SUP
PO
RT
AC
TIV
ITIE
S
MAIN ACTIVITIES
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Instalations
Interior
Liquidity
Reserves
Equipment Possibilities to raise capital
Staff situation
Education
Staff development
Quality of leadership
Business experience
Age structure
Sort
Actuality
Complexity
Insert description and notes in key words
Brand image ofcompany, separate product brands
Positioning ofcompany marketshare of provider od product brands
Capital resources Number ofemployees, structurequalification andmotivation
Location quality Distribution organization Relation to cooperation and distribution partner
Number of customers
Credit status
Infrastructure
Business locations
Distribution in target area
Customer potential
Customer retention
( loyalty vs fluctuation )
Research / Development
Know How
Patent
Development status
Marketing concept
Standards
Brands
Technology
Capacity
Productivity
Insert description and notes in key words.
Insert description and notes in key words.
Insert description and notes in key words.
Procurement systems
Supplier relationship
Purchasing power
Insert description and notes in key words.
Capital requirements
Investment intensity
Organization
Value chain
Insert description and notes in key words.
Insert description and notes in key words.
DEVELOPMENT
INCEPTION MAINTANANCE
MOTIVATION
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Factors of influence on your marketing strategy
related to changingworld of work
Factors of influence on your marketing strategyrelated to labour unions
Factors of influence on your marketing strategy
related to legislation
Factors of influence on your marketing strategy related to management practicies
Environment related tasks
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placeholder text and insert your own text
Economy related tasks
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Society related tasks
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PHASE 1
Identify the improvement
PHASE 2
Analyze the process
PHASE 3
Develop the optimal solution
PHASE 4
Implement solution
PHASE 5
Check the implementation of the solution
PHASE 6
Standardize the solution
PHASE 7
Plan for future
2
3
45
6
7 1
Experience, staff, production andmanagement processes
Patents, copyright, design rights, trademarks, etc.
Capital, goods, resources, real estate, production plants, stock, etc.
Insert description and notes in keywords.
Insert description and notes in key words.
Insert description and notes in key words.
II COMPETENCE GAPS
I COMPETENCE STANDARDS
III STRATEGICALLY RELEVANT KEY COMPETENCIES
IV COMPETENCE POTENTIAL
EXTERNAL ANALYSIS – VALUE OF EXPERTISE
low high
low
hig
h
INTE
RN
AL
AN
ALY
SIS
–C
UST
OM
ER V
ALU
E
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SkillOne
SkillThree
SkillTwo
not satisfied satisfied highly satisfied CUSTOMER
low
med
ium
hig
h
INC
REA
SE IN
VA
LUE
1 2 3 4
Identification ofcompanies specificsuccess factors
Derivation of evaluation criteria
Weighing ofevaluation criteria ( optional )
Determination of evaluation scale
Identification of all participants
Evaluation of criteria in relation to competitors
Discussion on extreme values ( positive / negative )
Significant strenght and weaknesses
Creating improvement suggestions
Catalogue of resulting measures
1 2 3 4 5
Range of service
Pricing
Image
Market share
Market growth
Sales development
Distribution
Sales network
Complaint management
Advertising
Sensitivity to economic situations
Adherence of schedules
Customer structure
Order processing
Customer service
Market research
Sales representatives
Sales planning
Market cultivation
Customer loyalty
SUCCESS FACTOR
EVALUATION
Range of service
Pricing
Image
Market share
Market growth
Sales development
Distribution
Sales network
Complaint management
Advertising
Sensitivity to economic situations
Adherence of schedules
Customer structure
Order processing
Customer service
Market research
Sales representatives
Sales planning
Market cultivation
Customer loyalty
WEIGHING
LOW MEDIUM HIGH
POOR NEUTRAL GOOD
09 9
Insert spheres depending on characterics
Insert spheres depending on characterics
8 7 6 5 4 3 2 1 87654321
CRITERIA Opportunities Threats
Market situationMarket structure
Market potential / Market volume
Customer structure
Competitor
Environment / frame conditions
Strenght
Weakness
Laws / Taxes
Society
Ecology
Techonological development
Product range
Prices
Organization / Management
Cash flow
Locations
Marketing perfromance
Innovation ability
Financial resources
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
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Strategic objective for s-b:
Pursuit of new opportunities that match the company’s strenght.
Strategic objective for w-o:
Strategic objective for s-t: Strategic objective for w-t:
Eliminate weaknesses to exploit new opportunities.
Strenghts to ward off threats. Defense strategies as targets for threats.
MARKET GROWTH
MARKET QUALITY
Profitability of branch
Tolerance for price policy
ENERGY / ACCOMODATION
Interference of accomodation
Influence on profitability
Technological level
Protectability of know how
Intensity of investments
Intensity / structure of competition
Structure of potential costumer
Entry barriers
Distribution requirements
Variability of competition conditions
Substitution possibilities
Existence of alternatives
ENVIRONMENT SITUATION
Economic dependency
Inflation effects
Dependency on legislation
Dependency on public
Risk of public interference
Pollution of nature
TOTAL 1,0
Criteria Weigh Coeff. ( 0,0 – 1,0 ) Index Criteria Weigh Coeff. ( 0,0 – 1,0 ) Index
Criteria Weigh Coeff. ( 0,0 – 1,0 ) Index
REL. MARKET POSITION
Market share
Size and financial power
REL. R & D POTENTIAL
Status of research
Development vs market position
Growth rate
Profitability
Risk
Market potential
Process efficiency
Cost advantages
Innovation ability
Licence relations
Adaptability
REL. EMPLOYEE QUALIFICATION
Proffesionalism and culture
Innovation climate
TOTAL
REL. PRODUCT POTENTIAL
Potential increase of productivity
Environment friendly production
Delivery conditions
Innovation potential
1,0
Criteria Weigh Coeff. ( 0,0 – 1,0 ) Index
RELATIVE COMPETITION ADVANTAGE
MA
RK
ET A
TTR
AC
TIV
ENES
S A
C
B
low medium high
low
med
ium
hig
h
Insert company vision
Is the process to reach the vision in action ?
Which steps have already beenimplemented to get it on it’s way?
Insert company vision
Which steps need to be done to reach vision?
How can steps be implemented?
Insert company visionAre there any obstacles to overcome?
How can these be circumuented?
Which goals can be deducted fromthe companys’ visions and theirstatus quo ?
How can these goals be reached on the short term? ( concrete steps and measures )
Goals and targets
TARGET:
Enter your target text here.
STATUS
Enter your target text here.
STATUS
Enter your target text here.
STATUS
TARGET: TARGET:
PROJECT PROJECT PROJECT PROJECTPROJECT
TARGET:
Enter your target text here.
STATUS
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STATUS
TARGET:
Enter your target text here.
STATUS
TARGET:
TAR
GET
VA
LUE
I.E.
REV
ENU
E
PRESENT PLANNING HORIZON
Core business
Development limit
Potential core business
New business
STRATEGIC GAP
OPERATIVE GAP
TIME
Close connection to general economiccompany objectives
Revenue / profitability
Profit contribution / return – on – investmet ( ROI )
Growth ( revenue / sales / profit )
Rationalizing
Capacities
Security ( risk distribution )
Market position / market share
Connecting to mental processes ofbuyer ( purchase behavior )
Customer retention
Customer satisfaction
Name recognition
Attitude ( image / sympathy )
Repurchase rate
Level of distribution
Effects of knowledge
Strenght of purchase intention
Retention of the economic and legal independency, increasingdevelopment of flexibility
Increase in sales, improvement of company image
Preparation of contract conclusions
Managing consumer data, raisepurchase interest, increasing
popularity of brand
RELEVANT MARKET Placeholder
Placeholder
Placeholder
Placeholder
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PRODUCTS TO BE EVALUATED
GEOGRAPHICAL SCOPE
SELECTION METHOD FOR EVALUATED PRODUCTS Placeholder
APPROACH
SURVEY METHOD
How are the research objects defined?
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What is theoretical benefit of measure?
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Where will the objects be used?
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How frequently is the survey conducted?
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What are the estimated costs?
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How many employees are surveyed?
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TASK TIMENO.
Description / Title XX days1.
2.
3.
4.
5.
6.
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Description / Title XX days
Description / Title XX days
Description / Title XX days
Description / Title XX days
Description / Title XX days
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Summarize the results ofthe survey
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CATEGORY 1
CATEGORY 2
CATEGORY 3
CATEGORY 4
Summarize the results ofthe survey
CATEGORY 1
CATEGORY 2
CATEGORY 3
CATEGORY 4
Summarize the results ofthe survey
CATEGORY 1
CATEGORY 2
CATEGORY 3
CATEGORY 4
Summarize the results ofthe survey
CATEGORY 1
CATEGORY 2
CATEGORY 3
CATEGORY 4
PRICE
PERFORMANCE
highlow
low
high
“STUCK-IN-THE-MIDDLE”
Security distance
I: OVER REACHING STRATEGYIII: PRICE / AMOUNT STRATEGY
Outspacingstrategy
Outspacingstrategy
II: PREFERENCE STRATEGYIV: ADVANTAGE STRATEGY
Price / costs Standard product
Limited need
Price elastic
Performance Quality uniqueness
Specific need
Relatively price - inelastic
COST ADVANTAGEPERFORMANCE ADVANTAGE
COMPETITIVE ADVANTAGE
OV
ERA
LL M
AR
KET
SUB
-M
AR
KET
DEG
REE
OF
CO
MP
ETIT
ION
Marketpenetration
Productdevelopment
Marketdevelopment
Diversification
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Customer individual market development
Standardized market development
Individualisation of customer relationship
Leve
lof
ind
ivid
ual
isat
ion
of
a p
rod
uct
Individualisation degree of customer relationship
highlow
hig
hlo
w
Individualisation of product
What is the central orientation of the marketing strategy ?
Concentration of companys’ activities on particularly attractive and promising market
In which market is the company active ?
How does the planning process impact the management and employees? Who has to contribute?
Determination of market entry time in complience of the previous development and production effort
When will the company become active on the market ?
Product innovations
Product improvement
Product differentiation
Marking
Naming
Service performance
Assortiment planning
Packaging, etc.
Price
Price deduction
Rebates and discounts
Delivery conditions
Payment conditions
...
Media advertisement
Sales promotion
Direct marketing
Public relations
Sponsoring
Fairs
Exibitions
Employee communication...
Distribution systems
Sales organization
Logistic systems...
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“Product”
“Place”
“Price”
“Physical facilities”
“Promotion”
“Process”
“Personnel”
Subcategories of product line
Relatedness of productswithin the category
Number of products in one product line
Line 4
Line 1Line 2
Line 3
0
5
10 0
5
10
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Briefly describe strenghts in relation to customer satisfaction, competition, etc.
Weaknesses concerning productquality, range of product line anddevelopment potential.
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Characteristic A1 ( opposing A2 )
Product Product
Characteristic B2 ( opposing B1 )
ProductProduct
Product
Product
Characteristic A2 ( opposing A1 )
Product Product
Characteristic B1 ( opposing B2 )
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SALE
S A
ND
PR
OFI
T
Development Introduction Growth Maturity Saturation Degeneration Elimination If you don’t want to use the style and size of the font as used in this placeholder it’s possible to replace it by selecting different options.
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Sensory characteristics of the product which couldbe used for marketing ( such as smell, colors, sounds, music, etc. )
Material, product design, jingle, sound, logo, audio branding, etc.
Pictures or testimonials which can stir up emotions, memories, desires and wishes of the customer
Active engagement with the product ( direct or indirect ) for example via social media channels, blogs, promotions, cultural events, sweeps takes
Marketing actions which invite customer to interact, move, or use the product in ceratin way
SUPPORT
TECHNOLOGY
LANGUAGE
MANAGEMENT
FUNCTION
PRODUCT
DESIGN
ADVERTISING
IDENTITY
HISTORY
Warranty
Presentations
Press releases
Directmarketing
Print products
Website
Socialnetworks
Place ofaction
Testimonials / Brand Ambassadors
Interactivity
Sensovialexperience
TALK
Style
Rhetoric
Wording
HISTORY
Tell stories
Show episodes
Shapes
SYMBOLS
Protagonists
Figures
Place of action
SENSORICS
Sensorial experience
Stimulation of senses
Noises / Colors
Product design Brand in relation to other brands on the market
Difference in performance compared with competitive offerings
Standarded quality No specials, action prices or sales
No specials, action prices or sales
Perception and recognition of product on market through advertising
1 2
Packaging
Trademark
3
4
Consistency high quality
5 6 7
CORPORATE DESIGN
APPEARANCE : logos, fonts, color, layout.
BEHAVIOR FROM INSIDE TO OUTSIDE: to employees, customersand suppliers
CORPORATE COMMUNICATION
CORPORATE BEHAVIOR
INTERNAL AND EXTERNAL CORPORATE COMMUNICATION: press releases, ads,
posters, TV, spots, staff newspaper, customermagazine, website, banners, company
celebration, trade and show appearance, packing design
Education & Training
Paymentterms
On-site service
Customersupport
Guaranteewarranty
Maintenance & care
Construction & installation
Free delivery
CUSTOMER BENEFIT( product related service )
ACTUAL BENEFIT( product appearance )
EXTEND PRODUCT( product related service )
STARS
MA
RK
ET G
RO
WTH
RAT
E
RELATIVE MARKET SHARE
lowhigh
hig
hlo
w
QUESTION MARKS
POOR DOGSCASH COW
Product
Product
Product
Product
Product
Product
Product
Product
The size of bubble represent revenue / volume
10
5
02 1 0
Product
RELATIVE COMPETITION ADVANTAGE
MA
RK
ET A
TTR
AC
TIV
ENES
S
low
low
medium
med
ium
high
hig
h INVESTMENT OR RETREAT
INVESTMENT KEEP MARKET LEADERSHIP
ABSORPTION AND GRADUAL DIVESTMENT
TRANSITION GROWTH
DIVESTMENT ABSORBTIONABSORPTION AND GRADUAL DIVESTMENT
Row
1
2
3
4
5
6
7
8
9
10
Marketrelationship
value inrows
Relative weight
Weightsimportance
Direction of improvementColumns 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Competitive analysis
Pla
ceh
old
er1
Pla
ceh
old
er2
Pla
ceh
old
er3
Pla
ceh
old
er4
Pla
ceh
old
er5
Pla
ceh
old
er6
0 1 2 3 4 5
Target or limit value
Difficulty
Max relationship value in columns
Weight / Importance
Relative weight
WEAK RELATIONSHIP
+ +
POSITIVE CORELATION+
NEGATIVE CORELATION-STRONG NEGATIVE CORRELATION
Objective is to minimize
Objective is to maximize
Objective is to targetx
STRONG POSITIVE CORRELATION
low
hig
h
low high
Product
Product
Product
Traditional approach with the lowest possible price for the
product.
Target specificcustomer through
high price level.
Price of the servicecorrespond exactly to
the customer value.
TIME
PR
ICE
Low price strategy ( promotion price strategy )
“Follow the free” strategy
Penetration strategy
Absorbtion strategy ( skimming price strategy )
Premium price strategy
INTRODUCTIONMILESTONE
MILESTONE MILESTONE
MILESTONE
PRICE
SALE
S
B
A C
UNIT COST YOUR PRICE
YOUR PROFITS
YOUR SALES
lost profits
DESCRIPTIONLogistic, travel time, costs, price difference
DESCRIPTIONYou can insert your text
here.
DESCRIPTIONYou can insert your text
here.
DESCRIPTIONYou can insert your text here.
DESCRIPTIONYou can insert your text here.
Locally or onlineRespective fees for company and / or customer
Does the time of order / deliverycoincide with payment ?
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Attracting newcustomers
Attracting new customers
Attracting new customers
Attracting new customers
Increase brand recognition
Lead generation Product differantiation
Influence decision makers
REA
CH
REA
CH
ABOVE THE LINE
Classical marketing | recognizable for everybody
BELOW THE LINE
Alternative marketing | mainly visible only for targeted group
Low frequency Medium frequency High frequency
HIGH PRIORITY MEDIUM PRIORITY LOW PRIORITY
TV
Event marketing
Sponsoring
SEOOnline
marketing
PublicRadio
PR
Mobile marketing
Fairs & exibitions
Direct marketing
Product placement
Cinema
Action / measure Medium Scope
TV spot ( example )TV stations A, B, C, D
Geographic & frequency
Targeted group Frequency
DefinitionContacts / Person
BudgetGRP CPM
240 GRP Gross rating point
xx.xx. $ xx.xx. $ - costper mile
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Task 1
Task 2
Task 3
Task 4
Task 5
Name / initials
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CONTACTSFrequency of addressing
the target persons
INTENSITY
The number of appliedmedia ( mediamix )
REPETITIONFrequency and timely intervals of
the contacts.
DOMINANCESize, formats, advertising
and spot lenghts
IMPACTDesign of advertising
RANGEPercentage of the reached
target group
LOCAL REGIONAL NATIONAL INTERNATIONAL MULTINATIONAL GLOBAL
Inte
grat
ion
adva
nta
ge
Differentiation advantage
highlow
hig
hlo
w
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PRODUCTION DISTRIBUTION RETAIL CUSTOMER
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MANUFACTURER WHOLESALER RETAILER CUSTOMER
EXPENCE ITEM Product 1 TOTAL
Public relation
Product 2 Product 3 Product 4
Advertisement
Cost of supplies
OVERALL EXPENDITURE
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $
xx $ xx $ xx $ xx $ xx $
TASK TIMENO.
Description / Title XX days1.
2.
3.
4.
5.
6.
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Description / Title XX days
Description / Title XX days
Description / Title XX days
Description / Title XX days
Description / Title XX days
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TASK A TASK C
TASK B
TASK F
TASK 3
TASK D
TASK 3
TASK 3
TASK 6
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Sale
s (
00
0 T
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usa
nd
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Month
salesmarketing expense
jan feb mar apr may jun jul aug sep oct nov dec
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OPPORTUNITY
Characteristic A1 ( positive, opposing A2 )
STRONG CHANGE
STAGNACY THREAT
Scenario 1
Characteristic B2 ( intense, opposing B1 )
Characteristic A2 ( negative, opposing A1 )
Scenario 3
Characteristic B1 ( moderate, opposing B2 )
Scenario 2
Political, economical or socio-cultural opportunities affecting your strategy
Political, economical or socio-cultural opportunities affecting your strategy