marketing planning 2000
TRANSCRIPT
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Marketing Strategy &
Planning
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Marketing Excellence
Marketing Planning
The end point of a Marketing Plan is
not only better planning. Its about...
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Marketing Excellence
the 22 immutable laws of marketing by Jack Trout, Al Ries
Many people believe that the basic issue in marketing is
convincing customers you have a better product,
that in the long run the best product will win.
Not true Its an Illusion there is no objective reality. The
perception is the reality.
Marketing is a battle of perceptions not products. All that exists in
the world of marketing are perceptions in the mind of customers
Marketing Excellence is ...
Consistently winning the battle of perceptions.
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Is Branding Important?
Products often struggle to demonstrate major differences in
terms of clinical benefits highlighting the need to obtain
greater insight into user perceptions of brands, and
factors motivating them to prescribe
The company that fails to examine and monitor the equity
of its brands in the consistently evolving pharmaceutical
markets, does so at its own peril.
Marketing Managers who dont take account of the
emotional factors in brand choice and prescribing miss
the opportunity to maximize the value of their brands
per David Bayton,
Managing the Equity of Pharmaceuticals
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Product or Customer Focused ?
Segment by products
Scientific focus
Relies on relationships;
Has difficulty disciplining Sales
to provide useful intelligence
Talks about product performance
and sales volume achieved
Knows competitive product
features
Checks Marketing Plan only
when its time for a new version.
Segment by customers
Focus on customer perceptions
Tracks market changes &modifies strategy based onmarket research & systematiccollection of sales reports
Talks about customer needs,
share, uses & segments. Knows competitor strategy,
assumptions, cost & objectives
Uses Marketing Plan tomanage activities
Product Focused Customer Focused
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The Challenges of Branding?
Consumers buy products but they choose brands.
Consumers form relationships with brands, not products,
and not corporations.
The performance of the product, what it does, and how itdoes it, is the core identity of the brand.
But the brand also has a distinctive personality andcharacter that makes an emotional and trust-basedconnection with the consumer and distinguishes it fromcompetitive brands.
Source: Winning with P&G 1999
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Key Elements to Brand Equity
1. The physical element:perceived functionality
relative effectiveness is very important
how well advantages are communicated so that our
customers perceive that we offer superior value
2. The emotional element: developing affinity
nostalgia, pleasant associations
bonding, sharing the users values or perspectives
Trust & Innovation
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Winning the Battle of Perceptions
First, intimately knowing the values and needs of
our customers.
Then ensuring that every element of the marketing
mix is aligned behind creating, delivering andcommunicating the values which will trigger
customers to prescribe your brand over the
competitors.
Effective Brand Marketing Is..
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A Common Branding Process
Understanding
Customer
Perceptions
current
customerbeliefs
Why do they
prescribe
our brand
or our
competitor
brand?What values
do they
assign
each
brand?
1.
Measure &
track
results
How can we
track +
measure
brand
equity
6.
Implement
marketing
mixDefine
ongoing
brand
support
Optimize
commu
nicatio
n roll-
out
5.
Is there a gap
between how
customers
perceive our
brands andthe values
they seek.
If so, develop
optimal
strategy and
positioning to
close this gap.What are possible
customer
reactions to
this
positioning?
-
3.
Design each
element of
marketingmix to
support
strategy &
positioning
What is brandessence?
Key messages?
Images?
4.
Identifying the
customer
value that
will cause
them toprescribe
our brand
What are their
value
drivers?
Defining our
brand?
* what is it?
* what do
we want it
to be?
2.
To be agreed & distributed with Interim TA update (end Feb)
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The Pyramid
Sales
Rep
MarketingBranding Customer
Segmentation
CustomersIncreasing
Competitiveness
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Common Marketing Plan Issues
1. Strategic direction is still vague
2. Roles & responsibilities not yet clarified
3. Process is too complex
4. Process not well linked to Business Plan cycle
5. Planning not yet in the culture,
6. Team cant support all the deliverables
7. Marketing products not driving perceptions
8. Basic marketing processes not optomized.
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Typical Planning Cycle
Mid-July September OctoberTimeline
CorporateMarketing
Engineering
Senior
Management
Overall Corporate Ambition
Link to Company Vision
Top down global sales
Global Marketing Strategy
November
Annual Budget Driven Process
Interim Updates
Final Business PlanApproved
Approve Business
Plan First Draft
3 year sales view
Strategy + Plan Development
Product priorities, launch plans
Pricing, Market Research
Strategy + Plan Development
Branding, Marcom,
Strategy + Plan Development
Product priorities, launch plans
Corporate
Sales
Operations
Internal planning
Resource allocation
discussions
Trade-off analysis
Target setting
Targets to Region/Local
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Become much more intimate with customers
Understand customer perceptions & values
Develop and state clear strategies
Create and drive branding platform Set more challenging objectives
Execute more impactful tactics
Understand investment & return trade-off better Improve implementation & follow-up
Improve alignment between marketing & sales
Common Marketing Needs
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Key Elements of Marketing Plan
Performance
Forecast
Performance
management and
contingency plans
Market
product
strategy
Implica-
tions,
Issues& SWOT
Market*
analysis
Competition
analysis
Product
information**
Marketing
mix plan
Pre-launch
marketing
plan
9 chapters
Situation Analysis &
Implications Goals &Strategy Marketing Mix &
Action Plan Performance targets& Control
4 key elements in the marketing
plan
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HR Resource Plan
Solid Results require
strong alignment through organization
Product Developmentplan
M.R. Plan
FinancialPerform. Tracking
Sales plan
CompanyMarketing Plan
Market research plan
Product Devel. Plan
Branding,
Communication Plan
CompanyBusiness Plan
Perform. measures
Activity plan
KeyAccount
Plans
IndividualTerritoryPlans /rep
2
1
Return on Investment
Incentive bonus structures
Global Branding
Business OverviewResource Deployment
Business Tracking
Implementation orientation
Strategic to tactical
Action plans per customer segment
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How Will You Know You
Achieve Marketing Excellence?
You consistently win the battleof perceptions ...
and you are seen externally as aMarketing & Sales powerhouse.
You will have achieved your goal when: