Building Blocks For The Marketing Plan
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Transcript of Building Blocks For The Marketing Plan
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MARKETING FORUM
OCTOBER 12, 2004
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BUILDING BLOCKS FOR THE MARKETING PLAN
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BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis
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BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis• Setting Marketing Objective(s)
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BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis• Setting Marketing Objective(s)• Strategy Development
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BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis• Setting Marketing Objective(s)• Strategy Development• Structuring the Marketing Plan
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BUILDING BLOCKS FOR THE MARKETING PLAN
• Business Analysis• Setting Marketing Objective(s)• Strategy Development• Structuring the Marketing Plan• Choosing the Marketing Mix
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BUSINESS ANALYSIS
1. What is our Product/Service?
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BUSINESS ANALYSIS
1. What is our Product/Service?
2. Who is/are our Customer(s)?
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BUSINESS ANALYSIS
1. What is our Product/Service?
2. Who is/are our Customer(s)?
3. What is/are our Customer Proposition(s)?
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BUSINESS ANALYSIS
1. What is our Product/Service?
• Is there more than one?
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BUSINESS ANALYSIS
1. What is our Product/Service?
• Is there more than one?
• Can we rank them in importance?
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BUSINESS ANALYSIS
1. What is our Product/Service?
• Is there more than one?
• Can we rank them in importance?
• Is what we are providing, what our Customers think they are getting?
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BUSINESS ANALYSIS
2. Who is/are our Customer(s)
• Is there more than one?
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BUSINESS ANALYSIS
2. Who is/are our Customer(s)
• Is there more than one?
• Can we rank them in importance?
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BUSINESS ANALYSIS
2. Who is/are our Customer(s)
• Is there more than one?
• Can we rank them in importance?
• Do the people/organisations we call Customers, think they are our Customers?
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BUSINESS ANALYSIS
3. What is/are our Customer Proposition(s)?
• Is there more than one?
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BUSINESS ANALYSIS
3. What is/are our Customer Proposition(s)?
• Is there more than one?
• Can we rank them in importance?
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BUSINESS ANALYSIS
3. What is/are our Customer Proposition(s)?
• Is there more than one?
• Can we rank them in importance?
• Is it/Are they unique and sustainable?
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BUSINESS ANALYSIS
• We know what our product(s)/service(s) is/are
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BUSINESS ANALYSIS
• We know what our product(s)/service(s) is/are
• We are clear about who our Customer(s) is/are
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BUSINESS ANALYSIS
• We know what our product(s)/service(s) is/are
• We are clear about who our Customer(s) is/are
• We have (a) believable Customer Proposition(s)
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Setting Marketing Objectives
Our Marketing Objectives shouldfocus on what we want to
communicate to who
In other words, what are the key issuesto be addressed?
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Setting Marketing Objectives
• Build on our Strengths
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Setting Marketing Objectives
• Build on our Strengths
• Address our Weaknesses
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Setting Marketing Objectives
• Build on our Strengths
• Address our Weaknesses
• Seek out Opportunities
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Setting Marketing Objectives
• Build on our Strengths
• Address our Weaknesses
• Seek out Opportunities
• Eliminate Threats
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Setting Marketing Objectives
And finally……
Will we be able to measure their achievement?
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Strategy Development
Our Strategies should show how weplan to meet our Objective(s)
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Strategy Development
• Do our Strategies clearly reflect our Objectives?
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Strategy Development
• Do our Strategies clearly reflect our Objective(s)?
• Are they manageable in terms of finance, manpower and timeframe?
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Structure of the Marketing Plan
• Background (“Where we are today”)
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Structure of the Marketing Plan
• Background (“Where we are today”)
• Key Issues(“What the Marketing Plan will address”)
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Structure of the Marketing Plan
• Background (“Where we are today”)
• Key Issues(“What the Marketing Plan will address”)
• Marketing Objectives(“Where we want to be”)
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Structure of the Marketing Plan (cont.)
• Strategic Imperatives(“If we cannot make these things happen, we will not achieve our Objectives”)
• Financial Outline(“This is what we are going to spend and this is its context within our overall operations”)
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Choosing the Marketing Mix
Choosing the most appropriateelements of the Marketing Mix willenable us to implement our Strategies in the most effective way
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Choosing the Marketing Mix
• Above the line
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Choosing the Marketing Mix
• Above the line
• Below the line
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Choosing the Marketing Mix
• Above the line
• Below the line
• (Price driven initiatives)
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Choosing the Marketing Mix
• Above the line
— TV, Radio, Cinema etc.
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Choosing the Marketing Mix
• Above the line
— TV, Radio, Cinema etc.— Print
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Choosing the Marketing Mix
• Above the line
— TV, Radio, Cinema etc.— Print— Outdoor
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Choosing the Marketing Mix
• Above the line
— TV, Radio, Cinema etc.— Print— Outdoor— Internet
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Choosing the Marketing Mix
• Below the line
— Brochures, Leaflets etc
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Choosing the Marketing Mix
• Below the line
— Brochures, Leaflets etc— Promotional events
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Choosing the Marketing Mix
• Below the line
— Brochures, Leaflets etc— Promotional events— PR initiatives
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Choosing the Marketing Mix
When we use an element of theMarketing Mix, we must:
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Choosing the Marketing Mix
When we use an element of theMarketing Mix, we must:• Explain how it helps drive our
Strategic Imperative(s)
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Choosing the Marketing Mix
When we use an element of theMarketing Mix, we must:• Explain how it helps drive our
Strategic Imperative(s)• Fully explain the associated
“action plan(s)”
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Choosing the Marketing Mix
When we use an element of theMarketing Mix, we must:• Explain how it helps drive our
Strategic Imperative(s)• Fully explain the associated
“action plan(s)”• Show its financial impact
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In conclusion
Marketing success is based on:
• Business Analysis• Setting Marketing Objective(s)• Strategy Development• Structuring the Marketing Plan• Choosing the Marketing Mix
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And, to close……………
Remember that Marketing is acentral part of any organisation, allowing it to move from “whereit is” to “where it wants to be”. All it requires is focus, consistency,passion and commitment!