Marketing Planning

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Marketing Planning
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Management

• 'The art of getting things done through and with
  people' (Kountz)

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Marketing Management (Kotler)

• Analysis
• Planning
• Implementation
• Control

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Key concepts

• Mission
• shared sense of purpose and direction (Kotler)
• what is our business?
• viewed as a customer-satisfying process not a
  goods-producing process
• In our factories we mix chemicals
• In our shops we sell cosmetics
• But what our customers buy is hope (Revlon)

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Objectives
Values

• What we stand for
• What distinguishes us
• What our customers and staff think is important

• statements of planning purpose
• where do we want to be?

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Strategy

• Long term plan (cf. Short term tactics)
• how do we get there?
• indicates general direction (not details)
• Marketing Strategy
• who to target
• how to beat the competition
• what image to create
• Segmentation, Targeting, Positioning

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The Planning Process
What is our business?
Mission Corporate Strategy
ANALYSIS
Where are we now?
The External Environment Macro factors
Political, Economic, Social, Technological (etc)
Micro factors
Company, Customers, Competitors
External Opportunities and Threats
Internal Strengths and Weaknesses
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The ANALYSIS stage
Strategic Review Issues, priorities, options
Where should we be?                               
                        PLANNING
Marketing Strategy Target Markets
Competitive Strategy Positioning
Marketing Objectives
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How do we get there?
IMPLEMENTATION
Product
Place
Price
Promotion
people
Physical evidence
processes
Responsibilities, Budgets, Timescale
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CONTROL
How do we know it is working?
Expected Outcomes Key performance indicators
Monitoring procedures who, what when
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