week 14
pinkyk
Chapter17.MarketingPlans.pptx© 2018 Cengage Learning®. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
© 2018 Cengage Learning.® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Marketing Plans
© 2018 Cengage Learning.® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Marketing Framework
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Discussion Question #1
What do you think goes into a marketing plan?
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Marketing Plan Overview #1
The sections of a marketing plan follow the marketing framework
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Situational Analysis
Situation analysis: 5Cs
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5Cs: Company Example
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5Cs: Customer Example
Begin with secondary research, then primary research
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5Cs: Context Example
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5Cs: Collaborators Example
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5Cs: Competitors Example
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Marketing Plan Overview #2
Market analysis and strategies (STP)
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Segmentation Example
Identify segmentation variables that are relevant to the product
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Targeting Example
Find targets that
Fit well with company
Are profitable
Are actionable
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Positioning Example
Positioning is executed via the 4Ps
Write a positioning statement
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© 2018 Cengage Learning.® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Discussion Questions #2
Assume you are marketing a new designer clothing line
List appropriate segmentation variables.
Choose one target market.
Write a positioning statement.
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© 2018 Cengage Learning.® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Marketing Plan Overview #3
Tactical plans: 4Ps
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Product Example
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Pricing Example
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Promotion Example
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Place Example
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4P Considerations
Make sure that your 4Ps are consistent with one another
e.g., Exclusive distribution with heavy promotion is inconsistent
Make sure that your 4Ps are what your target desires
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© 2018 Cengage Learning.® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Discussion Questions #3
For a new designer clothing line, what would be your
Product mix decisions?
Price decisions?
Promotion decisions?
Distribution decisions?
What factors would you utilize to justify your decisions above?
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Spending Time and Money
Establish a time line for actions
Establish cost estimates
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Appendices
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Better Marketing Plans
Better marketing plans
Have more refined detail
Have precise estimates
Shed light on weaknesses of the plan
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Managerial Recap (slide 1 of 2)
When completing a marketing plan, remember the 5Cs, STP, and the 4Ps
The marketing plan reminds the company of its goals and serves as a guide to achieve those goals
Marketing strategy/planning is iterative
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© 2018 Cengage Learning.® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Managerial Recap (slide 2 of 2)
Marketing plans are works in progress
As situations change, plans change
More detailed plans are better
Massage the plan to be readable
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© 2018 Cengage Learning.® May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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