STRATEGIC MARKETING PLAN Developed By : Md. Mushfik Monjur

The Disintegration of MarketingThe Disintegration of Marketing

Sales

Sales Marketing

Product/brand management

Marketing services

Advertising

Salespromoti

on

Eventsponsors

hip

Directresponse

Marketing

publicrelation

s

Up to 1970s

1980s

1990s

2000s

Marketing Objectives

Target Market

Critical Issues

Expenses BudgetBy Type ForMarketing

Strategic Sales Plan

SWOTAnalysis

Tips ForMarketing

Messaging

Cost EffectiveWays

Keys To Success

Promotional Strategies

Strategies ForThe Upcoming

Year

AgendaAgenda

Databases and information technology

SWOT analysis,

Cross-functional organization

(Monitoring and evaluating brand

relationship

Brand messages(strategic consistencyof brand positioning

big creative idea)

Media-mass, niche, and interactive

Advertising, Customerservice,Direct response

E-commerce events,Packaging, Personal

selling, Public relation,Sales promotions,

Sponsorships, Trade shows

Brand relationship(Customer acquisition

retention, growth)

Sales, profits, andbrand equity.

Marketing Process Model

Market AnalysisMarket Analysis

Marketing ObjectivesMarketing Objectives

Market StructureMarket Structure

Market PositionMarket Position

Target Market1.Private Sales : - Industries - Developers - Building/Tower - Contractor - Steel Mill - Small Gov’t Utilities - Bank Project - Others2. Project Division : - DESCO - DESA - PDB - PGCB - REB - Upcoming Power Stations

Keys To SuccessKeys To Success Product Positioning ClearProduct Positioning Clear Word of MouthWord of Mouth Sell The Company, Not The ProductSell The Company, Not The Product Quality Services On TimeQuality Services On Time Develop A Follow Up StrategyDevelop A Follow Up Strategy Maintain Quality Control & Assurance Maintain Quality Control & Assurance

PolicyPolicy Treat Colleagues with Respect & Fairness.Treat Colleagues with Respect & Fairness. ““The Customers Are The Business”The Customers Are The Business”

Critical IssuesCritical Issues Tracking & Follow Up.Tracking & Follow Up. Can We Say No To Unprofitable Deals ?Can We Say No To Unprofitable Deals ? Repeat Business.Repeat Business. Strategic Mix of Excellence In Delivery, Strategic Mix of Excellence In Delivery,

Clear Communication of Promise & Scope Clear Communication of Promise & Scope & Follow Through.& Follow Through.

Define Structured Sales Report.Define Structured Sales Report. Develop Proper Structured Employee Develop Proper Structured Employee

Organ gram. Organ gram.

The Marketing MixThe Marketing Mix

MarketingMarketing

Market LedMarket Led

Market LedMarket Led Basic principles:Basic principles:

• The customer is king!The customer is king!• Customer service is paramountCustomer service is paramount• Needs of consumers uppermost in new Needs of consumers uppermost in new

product developmentproduct development• Customer serviceability – being a ‘slave’ Customer serviceability – being a ‘slave’

to the customerto the customer• Do not contemplate the cost of doing Do not contemplate the cost of doing

something to meet customer needs, something to meet customer needs, contemplate the cost of contemplate the cost of notnot doing it! doing it!

Guerrilla MarketingGuerrilla Marketing

Non-traditional Advertising Non-traditional Advertising MethodsMethods

Expenses Budget By Type Expenses Budget By Type For MarketingFor Marketing

Type 2006 2007Type 2006 2007

Promotion 35,000 300,000Promotion 35,000 300,000

Catalogue 1,30,000 70,000Catalogue 1,30,000 70,000

Promo N/A 50,97,119Promo N/A 50,97,119

Seminar 225,834 591,235Seminar 225,834 591,235

Mailing/ Postage 150,690 180,518Mailing/ Postage 150,690 180,518

Advertisement 198,767 1055379Advertisement 198,767 1055379

2006 2007

Expense Budget Summary By Type For Marketing

0

50000

100000

150000

200000

250000

Series1

Expense Budget Summary By Type For Marketing

0

1000000

2000000

3000000

4000000

5000000

6000000

Series1

SWOT AnalysisSWOT Analysis STRENGTHS :STRENGTHS : - True Expertise.- True Expertise. - Locally Established Brand- Locally Established Brand WEAKNESSES :WEAKNESSES : - Structured Marketing.- Structured Marketing. OPPORTUNITIES :OPPORTUNITIES : - International Market Growth.- International Market Growth. - Internet Growth.- Internet Growth. - Website Develop. - Website Develop. THREATS :THREATS : - New Competitors.- New Competitors.

MessagingMessaging

We should Have A Strong MessageWe should Have A Strong Message

““We Are Expert In This Topic”We Are Expert In This Topic”

Target Market MessagingTarget Market MessagingMarket Segments Market Segments

Panel Builders ---Panel Builders --- Making mistakes will cost Making mistakes will cost you much more than we do.you much more than we do.

Steel Industries---Steel Industries--- This is an investment in the This is an investment in the future.future.

Textile & Spinning Industries---Textile & Spinning Industries--- How much How much does it cost to do it wrong?does it cost to do it wrong?

Promotional StrategiesPromotional Strategies Promotion : Promotion : - Awareness Generating Advertisement.- Awareness Generating Advertisement.

- Major Trade Shows.- Major Trade Shows.

- Analytical Sales Presentation.- Analytical Sales Presentation.

- Multimedia Presentation on CD-ROM.- Multimedia Presentation on CD-ROM.

- Product Catalogue With Latest Articles.- Product Catalogue With Latest Articles.

Advertising : Advertising :

- Word of Mouth.- Word of Mouth.

Promotional StrategiesPromotional Strategies Public Relations : Public Relations : - Detailed Plan for Press Release & Events, - Detailed Plan for Press Release & Events,

Press Tours & Interviews.Press Tours & Interviews.

Web Plan : Web Plan : - Virtual Business Website & Portfolio.- Virtual Business Website & Portfolio. - Past & Current Projects.- Past & Current Projects. - Background of The Partner Consultants.- Background of The Partner Consultants. - Simple With Flash Technology- Simple With Flash Technology - Latest Trends In User Interface Design.- Latest Trends In User Interface Design. - Articles & Newsletter To Related High Tech - Articles & Newsletter To Related High Tech Products. Products.

Promotional StrategiesPromotional Strategies

Website Marketing Strategy : Website Marketing Strategy :

- Database Containing Market Research - Database Containing Market Research

Reports, Regular Contact With Email Notices.Reports, Regular Contact With Email Notices. Development Requirements : Development Requirements :

- Website Through Specialist IT Operator- Website Through Specialist IT Operator

- Web Designer.- Web Designer.

Promotional StrategiesPromotional Strategies Advertising & Promotion Strategies : Advertising & Promotion Strategies :

- Rely On Publicity & Word of Mouth.- Rely On Publicity & Word of Mouth. - Maintain High Standard of Professionalism. - Maintain High Standard of Professionalism. - Uniforms To Sales Technicians. - Uniforms To Sales Technicians. - Prompt & Courteous Service.- Prompt & Courteous Service. - Well Trained & Well Paid Technicians. - Well Trained & Well Paid Technicians. - Billboards On Heavily Trafficked Area.- Billboards On Heavily Trafficked Area. - Printed Brochures Description About Products.- Printed Brochures Description About Products.

Media Plan Timing / SequencingMedia Plan Timing / Sequencing

MediaMedia JanJan FebFeb MarMar AprApr MayMay JunJun JulJul AugAug SepSep OctOct NovNov DecDec

PrintPrint

OutdoorsOutdoors

EventsEvents

PublicityPublicity

OnlineOnline

Strategic Sales PlanStrategic Sales Plan Sales Strategy : Sales Strategy :

- Contacts Via Letters Followed By Phone- Contacts Via Letters Followed By Phone Calls. Calls. - Approach to The Marketing/Sales- Approach to The Marketing/Sales Manager.Manager. - In House Training For Sales People.- In House Training For Sales People. - All Sales & Responsibilities To Sales- All Sales & Responsibilities To Sales Managers. Managers. - Customer Service Team Will Be Established.- Customer Service Team Will Be Established.

Strategic Sales PlanStrategic Sales Plan Sales Tactics : Sales Tactics :

Commence Sales Efforts With Letters To 10 Commence Sales Efforts With Letters To 10 Prospects Per Week.Prospects Per Week.

Use 2 Week Period To Follow Up With Phone Call. Use 2 Week Period To Follow Up With Phone Call. Prepare Best Guess Time Line For Completion Of Prepare Best Guess Time Line For Completion Of

A Saleable Program.A Saleable Program. Sales Manager Should Be Responsible.Sales Manager Should Be Responsible.

Strategic Sales PlanStrategic Sales Plan Sales Plan : Sales Plan :

First Listen & Then Sell. First Listen & Then Sell. Don’t Over promise. Just Offer True Expertise. Don’t Over promise. Just Offer True Expertise. Repeat Business : Never Lose A client.Repeat Business : Never Lose A client. Under Promise & Over Deliver.Under Promise & Over Deliver.

Tips For Marketing Our BusinessTips For Marketing Our Business

Focus On Core Competencies.Focus On Core Competencies. Develop A Clear & Concise Message.Develop A Clear & Concise Message. Create Collateral Materials.Create Collateral Materials. Join Networking Groups.Join Networking Groups. Network Everyday.Network Everyday. Leverage Our Current Customers.Leverage Our Current Customers. Develop Alliance Partners.Develop Alliance Partners.

Cost effective Ways To Grow Cost effective Ways To Grow CompanyCompany

Don’t Misrepresent Culture.Don’t Misrepresent Culture. Learn The Rules Of Engagement.Learn The Rules Of Engagement. Cross Pollinate Our Culture.Cross Pollinate Our Culture. Be A Good Corporate Citizen.Be A Good Corporate Citizen. Give Praise Where Praise Is Due. Give Praise Where Praise Is Due. Get Creative With Benefits.Get Creative With Benefits. Be Aware of changing Needs Of employees.Be Aware of changing Needs Of employees. Great Employees Thrive Under GreatGreat Employees Thrive Under Great

Leaders.Leaders. Use Internship & Mentoring Programs. Use Internship & Mentoring Programs.

Strategies For The Upcoming Strategies For The Upcoming YearYear

Focus On Our Ideal Customers. Focus On Our Ideal Customers. Define Our Personal Value Proposition.Define Our Personal Value Proposition. Turn Our Clients Into Our Sales Force.Turn Our Clients Into Our Sales Force. Build High Power Allies.Build High Power Allies. Become A Celebrated Expert. Become A Celebrated Expert. Build Personal Direct Marketing Engine.Build Personal Direct Marketing Engine.

EEL Effectiveness EvaluationEEL Effectiveness Evaluation MarketingMarketing : :

Our marketing message addresses our target market and their interests directly ? Our marketing message addresses our target market and their interests directly ? Our marketing message is consistent across all mediums that we use ?Our marketing message is consistent across all mediums that we use ? All of our marketing tells the prospect exactly what to do next in making contact All of our marketing tells the prospect exactly what to do next in making contact

with us ?with us ? We track all leads, and know exactly what marketing medium brought the prospect We track all leads, and know exactly what marketing medium brought the prospect

into contact with us ? into contact with us ? Our marketing message is dramatically different from our competitors ? Our marketing message is dramatically different from our competitors ? We are constantly looking for new ways to provide additional products and services We are constantly looking for new ways to provide additional products and services

to our target market ? to our target market ? We maintain a current database of current and potential customers ? We maintain a current database of current and potential customers ? We use strategies such as guarantees and testimonials to enhance our marketing We use strategies such as guarantees and testimonials to enhance our marketing

message in all communications ? message in all communications ? We communicate with past customers on a regular basis to ensure that they come We communicate with past customers on a regular basis to ensure that they come

back again and again ? back again and again ?

EEL Effectiveness EvaluationEEL Effectiveness Evaluation SalesSales : : We use scripts in all of our initial contacts with potential customers We use scripts in all of our initial contacts with potential customers

(Phone/Face-to-Face/Walk-in/Internet, etc.) ? (Phone/Face-to-Face/Walk-in/Internet, etc.) ? We measure all of the variables of our sales process, including such things as Average We measure all of the variables of our sales process, including such things as Average

number of appointments before the sale, the conversion rate (prospect to client), sales cycle, number of appointments before the sale, the conversion rate (prospect to client), sales cycle, etc ?etc ?

We have a proven, defined, and written sales system ?We have a proven, defined, and written sales system ? We provide our sales team with effective tools to help them to convert prospects more We provide our sales team with effective tools to help them to convert prospects more

effectively (demonstrations, samples, etc.) ?effectively (demonstrations, samples, etc.) ? Our sales staff has regular, formal training on both product knowledge and sales skills ? Our sales staff has regular, formal training on both product knowledge and sales skills ? We use the most current technology to track the sales team's activity, such as appointments, We use the most current technology to track the sales team's activity, such as appointments,

prospect lists, etc ?prospect lists, etc ? We motivate our sales team effectively using time-tested motivational techniques ? We motivate our sales team effectively using time-tested motivational techniques ? We follow up with prospects who didn't buy from us to find out why ? We follow up with prospects who didn't buy from us to find out why ? We have regular sales meetings ? We have regular sales meetings ? Our sales team has a terrific relationship with all of the other departments ?Our sales team has a terrific relationship with all of the other departments ?

EEL Effectiveness EvaluationEEL Effectiveness Evaluation Human ResourceHuman Resource:: We have an effective and formalized hiring system ? We have an effective and formalized hiring system ? Our new hires are effectively trained in a systemized process ? Our new hires are effectively trained in a systemized process ? All new employees read and understand the rules and procedures All new employees read and understand the rules and procedures

usually found in Our employees are highly motivated ?usually found in Our employees are highly motivated ? We provide timely feedback to employees on their performance, We provide timely feedback to employees on their performance,

and provide formal Evaluations on a regular basis ? and provide formal Evaluations on a regular basis ? We have regular staff meetings, and we stick to a prepared We have regular staff meetings, and we stick to a prepared

agenda ? agenda ? Our company-wide communication is excellent ? Our company-wide communication is excellent ? We have written job descriptions for every position ? We have written job descriptions for every position ? We provide an atmosphere where our employees love coming to We provide an atmosphere where our employees love coming to

work ? work ?

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IMC

Secondary Brand Association

Checklist

Energypac Engineering Limited

24.0Network Model

THANK YOUTHANK YOU