Marketing

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Marketing Advertising

• October 21, 2009

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Marketing Plan

• May be the most important document a company
  possesses.
• Current facts about the company
• Market it serves
• Product Line
• Competitive Environment
• Goals
• Objectives
• Strategies
• Marketing Mix

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Top-Down Marketing Plan (most common)
Situation Analysis
Marketing Objectives
Marketing Strategy
Marketing Tactics
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Situation Analysis

• Examines the external environment,
  i.e., competition, markets served, past ad
  programs, research results, strengths and
  weaknesses.

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Marketing Objectives

• Consumer Need
• Satisfying (financial security, comfort, look
  younger)
• Sales Target
• To increase market share 5, case volume sales

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Marketing Strategy

• How the company plans to meet the marketing
  objectives
• Define Target Audience
• Product/Brand Positioning
• Strategic Positioning

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Marketing Tactics

• Competitive Mental Angle,
  i.e., Dominos Home Delivery

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Positioning the Product

• The place a brand occupies in the minds and
  hearts of the consumer.
• Strong brands have a clear, unique position.
• Example Dove Soap ? Beauty Bar,
  For Women With Dry Skin

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Brand Positioning

• Determine What Is True Of Your Business
• Determine What Is Meaningful To Your Customer
• Determine What Makes You Distinctive Within The
  Category

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Freedom
Performance
Safety
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Service
Dependability
Global
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Customized
Consistency
Fresh
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Style
Value
Service
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Bottom-Up Marketing Plan (Small
Companies)Little time for formal planning
Marketing Results
Marketing Strategy
Marketing Tactics
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Relationship Marketing

• Customers, not products, are the lifeblood of
  business. Creating, maintaining, and enhancing
  long-term relationships with customers.
• Why?
• 90 of manufacturers profits come from repeat
  purchases.
  (10 from trial or sporadic purchases)

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Integrated Marketing Communications (IMC)

• Consumers encounter the company/brand through a
  variety of media or other contacts.

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IMC

• One look, One voice, Strong brand image whenever,
  however and wherever the consumer comes in
  contact with your brand.
• IMC Synergy

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Advertising Plan
(outgrowth of the marketing plan)

• SWOT Analysis
• Strengths
• Weaknesses
• Opportunities
• Threats
• Note The companys current situation, including
  target market segments, long and short-term
  marketing objectives, etc.

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Rule of the Advertising Plan

• What challenges advertising must and
  can take on?
• Marketing Sells, Advertising Tells

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Advertising Can

• Create Awareness
• Acquaint people with the company, product,
  service and brand.
• Comprehension
• Communicate enough information about the product
  so that they become aware of the products
  purpose, image and features and benefits.

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Advertising Can

• Connection
• Persuade a percentage of your audience to
  actually believe that the product or service will
  be of value to them.
• Desire
• I want it or I need it
• Action
• Request additional information, send in the
  coupon, store visits or actually buy it.

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Creative Mix

• 1. Target Audience
• Who is the end user?
• Who makes the purchase?
• Who influences the purchase decision?

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Defining Target Audience

• Example
• JELL-O Jigglers are purchased by
  Moms, but kids are influencers.

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Creative Mix

• 2. Product Campaign
• How the advertising will present
  the product.
• i.e., macho truck, snob appeal.
• How do we want the consumer to think/feel about
  the product?

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Creative Mix

• 3. Communications Media
• All the vehicles which will
  transmit the message.
• i.e., TV, radio, print, internet, outdoor,
  direct marketing, sales/event
  promotions.

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Creative Mix

• 4. Advertising Message
• How you plan to say it verbally and
  non-verbally.
• i.e., Retro, Contemporary,
  Rugged, Exclusive,
  Exotic, Homey etc.

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• Setting Advertising Budgets

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• 1. Percentage of Sales
• Allocate percentage of last years sales or next
  years anticipated sales.
• 2. Percentage of Profit
• Last year or anticipated.
• 3. Unit of Sale
• A specific dollar amount from the sale of a box
  or case produced.

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• 4. Competitive Parity
• Self Defense Method.
  What is my major competitor
  spending?
• 5. Share of Market/Share of Voice
• Percentage based on share of total industry
  spending within the category.
• Note The are others, but these are the most
  widely employed.