Description
It explains how to approach a marketing plan.
DEPENDENT INDEPENDENT VARIABLE MARKETING MIX CONTROLLABLE PRODUCT DECISION DISTRIBUTION ” PRICE PROMOTION ” ” VARIABLES BEHAVIOOURAL MARKETING DECISION MAKING PROCESS # # # # # SITUATIONAL FACTORS (UNCONTROLLABLE) PERFORMANCE MEASURES SALES MARKETSHARE COST PROFIT ROI CASH FLOW EARNINGS/SHARE IMAGE RECOGNIZE THE DECISION SITUATION DEFINE THEDECISION PROBLEM IDENTIFY ALTERNATIVE COURSES OF ACTION EVALUATE THE
RESPONSE
AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE
COURSES OF ACTION
IMPLEMENT AND MODIFY
DEMAND
COMPETITION LEGAL/POLITICAL ECONOMIC TECHNOLOGICAL DEMOGRAPHIC
EMVIRONMENT
MARKET RESEARCH SYSTEM MANAGEMENT EXP AND JUDGEMENT
BUSINESS PLANS
COMPANIES MAKE BUSINESS PLANS TO BE CLEAR OF WHAT THEY HAVE TO CARRY OUT IN FUTURE. BUSINESS PLANS ARE EITHER LONG TERM OR SHORT TERM. LONG AND MEDIUM TERM PLANS ARE OFTEN DEFINED AS STRATEGIC BUSINESS PLANS BECAUSE THEY CONSIDER THE LONG TERM STRATEGIES FOR THE BUSINESS.
SHORT TERM BUSINESS PLANS ARE PLANS THAT RUN THE BUSINESS ON A DAY TO DAY BASIS.
A FULL CORPORATE PLAN OR BUSINESS PLAN CONSISTS OF A NO. OF SUB PLANS INCLUDING A MARKETING PLAN.
MARKETING PLAN
How does a Marketing Plan help a company?
• A marketing plan is like a map. It shows a company where it is going and how to get there. • A marketing plan should identify the most promising business opportunities for the company and outline how to penetrate and maintain positions in identified markets.
• Marketing plan is a communication tool combining all the elements of the marketing mix into a coordinated action plan.
MARKETING ( PLAN) PROCESS
Step 1: Company/Organization mission. a. History of the organization b. Current preference of management. c. Environmental considerations. d.Organizational resources. E. Distinctive competence/ core competence.
Some mission statements
Microsoft - Making it easier. Mc Donald - Providing low cost food and fast service to large groups of customers. Intel - to be the pre eminent building block supplier to the new computing industry world wide.
Sony – To capitalize on the unique qualities of Sony and contribute to the advancement of the community.
Mission statement consider the major policies that the company wants to honor.
Policies define how employees should deal with customers, suppliers, distributors, competitors, other publics and among themselves. Policies are framed keeping in mind the goals and objectives. Goals can be used to describe objectives that are specific with respect to magnitude and time.
Step 2 : Setting Company objective / goals
Step3: Environmental Scanning a. External- Customer and Competitor analysis. b.Internal- financial resources, cost structure,functional capabilities in production,purchase, marketing etc. Step 4 : Setting Marketing objective
MARKETING OBJECTIVE?
AN OBJECTIVE IS WHAT YOU WANT TO ACHIEVE. OBJECTIVES INCLUDE SUCH THINGS AS SALES TURNOVER, MARKET SHARE AND PROFIT LEVELS.
MARKETING OBJECTIVE OF BRYLCREEM: • Retain no.1 spot in the hair care/grooming market. • Increase awareness of Brylcreem among oil users • Achieve a sales of Rs.2100cr. (Asian Paints)
Step 5 : Developing Marketing Strategy Based on Segments identification Demand forecasting PLC analysis Strategies of Segmentation, Positioning Product Price Distribution Promotion.
STRATEGY AND TACTIC ?
STRATEGIES ARE BROAD METHODS CHOSEN TO ACHIEVE SPECIFIC OBJECTIVES. THEY DESCRIBE THE MEANS OF ACHIEVEING THE OBJECTIVES IN THE TIME REQUIRED. IT IS A CAREFULLY AND WISELY DESIGNED GAME PLAN.
THE DETAILED COURSE OF ACTION THAT WILL FOLLOW , WHICH IS DEVELOPED FROM THE STRATEGY IS CALLED TACTIC.
Step 6: Implement Marketing programme Mobilizing resources. Step 7 : Control mechanism Feed back and Marketing audit and fixing standards.
STEPS IN MARKETING PLAN 1. Establish Mission
2.Set Corporate objectives.
3.Carry out External and Internal Environment analysis.
4. Carry out SWOT Analysis.
5. Set Marketing objective
6. Design Strategies. 7. Develop tactical plans. 8. Implementation -action plan
9.Establish Control systems. End.
doc_763348268.ppt
It explains how to approach a marketing plan.
DEPENDENT INDEPENDENT VARIABLE MARKETING MIX CONTROLLABLE PRODUCT DECISION DISTRIBUTION ” PRICE PROMOTION ” ” VARIABLES BEHAVIOOURAL MARKETING DECISION MAKING PROCESS # # # # # SITUATIONAL FACTORS (UNCONTROLLABLE) PERFORMANCE MEASURES SALES MARKETSHARE COST PROFIT ROI CASH FLOW EARNINGS/SHARE IMAGE RECOGNIZE THE DECISION SITUATION DEFINE THEDECISION PROBLEM IDENTIFY ALTERNATIVE COURSES OF ACTION EVALUATE THE
RESPONSE
AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE
COURSES OF ACTION
IMPLEMENT AND MODIFY
DEMAND
COMPETITION LEGAL/POLITICAL ECONOMIC TECHNOLOGICAL DEMOGRAPHIC
EMVIRONMENT
MARKET RESEARCH SYSTEM MANAGEMENT EXP AND JUDGEMENT
BUSINESS PLANS
COMPANIES MAKE BUSINESS PLANS TO BE CLEAR OF WHAT THEY HAVE TO CARRY OUT IN FUTURE. BUSINESS PLANS ARE EITHER LONG TERM OR SHORT TERM. LONG AND MEDIUM TERM PLANS ARE OFTEN DEFINED AS STRATEGIC BUSINESS PLANS BECAUSE THEY CONSIDER THE LONG TERM STRATEGIES FOR THE BUSINESS.
SHORT TERM BUSINESS PLANS ARE PLANS THAT RUN THE BUSINESS ON A DAY TO DAY BASIS.
A FULL CORPORATE PLAN OR BUSINESS PLAN CONSISTS OF A NO. OF SUB PLANS INCLUDING A MARKETING PLAN.
MARKETING PLAN
How does a Marketing Plan help a company?
• A marketing plan is like a map. It shows a company where it is going and how to get there. • A marketing plan should identify the most promising business opportunities for the company and outline how to penetrate and maintain positions in identified markets.
• Marketing plan is a communication tool combining all the elements of the marketing mix into a coordinated action plan.
MARKETING ( PLAN) PROCESS
Step 1: Company/Organization mission. a. History of the organization b. Current preference of management. c. Environmental considerations. d.Organizational resources. E. Distinctive competence/ core competence.
Some mission statements
Microsoft - Making it easier. Mc Donald - Providing low cost food and fast service to large groups of customers. Intel - to be the pre eminent building block supplier to the new computing industry world wide.
Sony – To capitalize on the unique qualities of Sony and contribute to the advancement of the community.
Mission statement consider the major policies that the company wants to honor.
Policies define how employees should deal with customers, suppliers, distributors, competitors, other publics and among themselves. Policies are framed keeping in mind the goals and objectives. Goals can be used to describe objectives that are specific with respect to magnitude and time.
Step 2 : Setting Company objective / goals
Step3: Environmental Scanning a. External- Customer and Competitor analysis. b.Internal- financial resources, cost structure,functional capabilities in production,purchase, marketing etc. Step 4 : Setting Marketing objective
MARKETING OBJECTIVE?
AN OBJECTIVE IS WHAT YOU WANT TO ACHIEVE. OBJECTIVES INCLUDE SUCH THINGS AS SALES TURNOVER, MARKET SHARE AND PROFIT LEVELS.
MARKETING OBJECTIVE OF BRYLCREEM: • Retain no.1 spot in the hair care/grooming market. • Increase awareness of Brylcreem among oil users • Achieve a sales of Rs.2100cr. (Asian Paints)
Step 5 : Developing Marketing Strategy Based on Segments identification Demand forecasting PLC analysis Strategies of Segmentation, Positioning Product Price Distribution Promotion.
STRATEGY AND TACTIC ?
STRATEGIES ARE BROAD METHODS CHOSEN TO ACHIEVE SPECIFIC OBJECTIVES. THEY DESCRIBE THE MEANS OF ACHIEVEING THE OBJECTIVES IN THE TIME REQUIRED. IT IS A CAREFULLY AND WISELY DESIGNED GAME PLAN.
THE DETAILED COURSE OF ACTION THAT WILL FOLLOW , WHICH IS DEVELOPED FROM THE STRATEGY IS CALLED TACTIC.
Step 6: Implement Marketing programme Mobilizing resources. Step 7 : Control mechanism Feed back and Marketing audit and fixing standards.
STEPS IN MARKETING PLAN 1. Establish Mission
2.Set Corporate objectives.
3.Carry out External and Internal Environment analysis.
4. Carry out SWOT Analysis.
5. Set Marketing objective
6. Design Strategies. 7. Develop tactical plans. 8. Implementation -action plan
9.Establish Control systems. End.
doc_763348268.ppt