1 / 28

Introduction to Marketing Planning

Introduction to Marketing Planning. New Brand Monk Ad Second life Solid Ink. Today’s discussion. Overview of Marketing Planning Marketing Planning Defined Contents of a marketing Plan Developing a Marketing Plan Research and Analyze the Current Situation

isleen
Download Presentation

Introduction to Marketing Planning

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Introduction to Marketing Planning

  2. New Brand Monk Ad Second life Solid Ink

  3. Today’s 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 • NetFlix (Start-up) • Nestle in China sesame-chocolate cubes. In Argentina brand building.

  6. Crash test

  7. 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)

  8. Understand markets and Customers • Segmentation • Targeting • Positioning

  9. 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.

  10. Marketing Strategies and Programs

  11. 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)

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

  13. Primary Marketing tools

  14. Supporting the Marketing Mix • Service is the key

  15. Calvin Ball • When the ball goes up the rules change

  16. Be Innovative

More Related