Introduction to Marketing Planning - PowerPoint PPT Presentation

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Introduction to Marketing Planning

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Introduction to Marketing Planning New Brand Monk Ad Problems Second life Facebook Solid Ink Today s discussion Overview of Marketing Planning Marketing Planning ... – PowerPoint PPT presentation

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Title: Introduction to Marketing Planning


1
Introduction to Marketing Planning
2
  • New Brand
  • Monk Ad
  • Problems
  • Second life
  • Facebook
  • Solid Ink

3
Todays discussion
  • Overview of Marketing Planning
  • Marketing Planning Defined
  • Contents of a marketing Plan
  • Developing a Marketing Plan
  • Research and Analyze the Current Situation
  • Understand markets and Customers
  • Plan Segmentation, Targeting, and Positioning
  • Plan Direction, Objectives and marketing Support
  • Develop Marketing Strategies and Programs
  • Prepare to Track Progress and Control the Plan

4
  • Preparing for Marketing Planning
  • Primary Marketing Tools
  • 4 Ps
  • Supporting the Marketing Mix
  • Guiding Principles
  • Expect Change
  • Emphasize Relationships
  • Involve Everyone
  • Seek Alliances
  • Be Innovative

5
Overview of Marketing Planning
  • Nestle
  • China
  • Turkey
  • India

6
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7
Crash test MG 6
8
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9
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10
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11
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12
  • Marketing Plan
  • Part I
  • Part II
  • Part III
  • Part IV

13
Research and Analyze the Current Situation
  • Starbucks (Joe magazine)
  • Sony (New Competition from new rivals)
  • Michaels Stores (Scrapbooking near term sales
    increasing 40 a year)

14
Understand markets and Customers
  • Segmentation
  • Targeting
  • Positioning

15
Objectives and marketing Support
  • What makes a good objective?
  • Sustainable Marketing
  • The establishment, maintenance and enhancement of
    customer relationships so that objectives of the
    parties involved are met without compromising
    future generations
  • Fed Ex cutting air pollution 30,000 low-emission
    diesel-electric vans over the next decade.

16
Marketing Strategies and Programs
17
Marketing Control
  • On going process continuous process
  • Living.com upscale furniture store on-line
  • Few upscale manufacturers wanted to sell on-line
  • Thought customers would browse in store and buy
    on-line (opposite happened)
  • Failed to account for returned merchandize (just
    threw it away)

18
Marketers need to develop
  • Knowledge of markets and customers
  • Core Competencies
  • Relationships

19
Primary Marketing tools
20
Supporting the Marketing Mix
  • Service is the key

21
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23
Calvin Ball
  • When the ball goes up the rules change

24
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25
Be Innovative
26
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