Teams

OREOSDiana, Christine H, Max TMike B

7-11 (on Nov 18)Megan BaughDaniel CampbellAmy GoldKristen Rae Jose Troncoso

BlackberryFarhamSabuSedaDougCameron?

UberMaeve Kaiwen SarahKarla

LululemonPatricia Johnson, Lauren Avis Rocha Jess Robson Tiffany Yu

BoseNinaGauravTimRamNikos

ChipotleBettyRacquelJacobJillGordon

LinkedInBrentGlennGregAliMichelle

Red BullHeatherPaigeBrianTim

TeslaDanielleIlyaKrissyMaxCharlotte

Chick-Fil-AAndrewJeffGregKieranGeoff

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Panel - Nov 11 Cathy Olofson - Chief Marketing Officer, InnosightInnosight is a global strategy and innovation consulting firm co-founded by Clay Christensen and considered the leading authority on disruptive innovation.

As Chief Marketing Officer, Cathy leads Innosight’s content and thought leadership development, digital marketing strategy, public relations, and branding and marketing communications. Before joining Innosight in 2010, Cathy was Communications Director for nearly a decade at Harvard Business Review. Previous to HBR, she was a public relations and marketing consultant as well as freelance writer and regular contributor to Fast Company magazine.

Clare Robinson - Chief Marketing Officer, Cartera Commerce Cartera Commerce is the leading e-Commerce offer platform powering the loyalty shopping programs for the largest airlines and financial institutions through websites, online, email, mobile, and social channels.

As chief marketing officer, Clare leads Cartera's marketing services team, which delivers integrated marketing capabilities and programs on behalf of Cartera's loyalty program clients. She also leads corporate and product marketing, analytics and customer care. Prior to joining Cartera, Clare was senior vice president of client services, product management and strategy at Communispace, a leading provider of online consumer insight communities. Clare spent most of her career as executive vice president and relationship manager at Digitas, a leading digital marketing and media company.

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Panel – Nov 11John Bigay – Chief Marketing Officer, Backupify.comBackupify is the leading provider of backup and recovery solutions for Software-as-a-Service (SaaS) applications.

John has more than 17 years of experience helping technology & digital media companies build their brands and grow their business. Prior to Backupify John served as a marketing and strategy consultant for organizations from large consumer brands to tech startups. John has also worked as CMO for Barefoot Books, where he led the company’s expansion into digital content and social commerce; SVP Marketing at BzzAgent; and VP Marketing & Programming at Gannett’s Captivate Network.

Jennifer Brown – Chief Engagement Officer, Partners in Health Co-founded by Dr. Paul Farmer, PIH strives to achieve two overarching goals: to bring the benefits of modern medical science to those most in need of them and to serve as an antidote to despair.

As Chief Engagement Officer, Jennifer leads the Communications Team at Partners In Health to: build awareness of PIH's mission, vision, values, and impact; increase the PIH constituency base; and differentiate PIH from other global health NGOs. Jennifer brings 30 years of marketing and communications experience from both the non-profit and for-profit worlds - Prior to PIH, Jennifer held several marketing leadership positions at Fidelity, including SVP Corporate Brand Marketing, EVP Fidelity eBusiness and EVP Corporate Sponsorships.

Marketing Plan Outline

Marketing Management Fall 2013

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Executive Summary

Executive Summary

• The executive summary is an overview of the entire

plan, normally completed after the remainder of the plan has been written.

• Is it a concise summary of where the business in heading. It is used to highlight the more

important aspects of the plan to those who may not read all the detail contained in the

various sections.

Key Assumptions

• This should contain any assumptions you have made

in compiling the plan. It highlights the fact that if a key assumption is incorrect, it may affect

the effectiveness of the strategies and tactics. It may also mean the plan has to be reviewed

if assumptions are proven to be incorrect.

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Background

Background

This section should contain:

• Business overview (what does the business do, what products or services does it offer,

revenue, any relevant background information)

• Business vision and mission (what is the business division/unit vision and mission)

• Business objectives\goals (what are the business division/unit’s objectives and goals)

• Business strategies (what are the key business strategies the business will follow)

• Previous marketing history (what major initiatives have we conducted in the past two years?

Were they successful?)

This information should directly reflect your organization’s business plan.

The marketing plan and the strategies outlined in it should support the business plan.

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Situation Assessment

Situation\Environmental Analysis

• External Environment (industry, economic, political, competitive etc.)

• Internal Analysis (products, processes, price, distribution)

• Business SWOT

A SWOT can be used to summarize the key strengths, weaknesses, threats and

opportunities of the business overall (not of the marketing strategies and tactics).

Key Dependencies\Interdependencies\Issues

Briefly note any key dependencies or interdependencies that may affect the business or

marketing activities.

The section should cover how large the market is, its current status (strong, weak, saturated,

growing, declining) and recent trends.

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Marketing Objectives

Marketing Objectives

The objectives list your specific goals over the next year. They should be precise and

preferably measurable. For example:1 – To achieve X% growth in market share by end of Q4 2013

2 – To increase revenue by Z% and net profit by Y% by end of 2013

3 – To increase unaided brand awareness by 5% by end of 2013

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Positioning/Targeting

Positioning

• Why will people buy your products?

• Are you offering something different or the same as competitors?

• What differentiates you from others with the same or very similar products or services? This needs to brief and to the point (similar to “Classic Positioning Framework”).It will, and should, guide the messaging reflected throughout your marketing activities

Target Markets

Based on the market trends and profiles of your business and competitors, who is your customer? • What segment(s) represents the best chance for success? • Where are the opportunities?

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Objective/Strategy/TacticsMarketing Strategies

What are the marketing strategies to support the business objectives and

strategies outlined in your organization’s business plan and to achieve your

marketing objectives?

For example:

• Grow retail presence

• Increase online sales

• Drive brand awareness to all target markets/one key target market.

Marketing Levers

What are the marketing tactics to support each marketing strategy and achieve

the marketing objectives?

• Product

• Place

• Price

• Promotions

• Media

Marketing and Communications Strategy Matrix

Create a matrix which notes each strategy, identifies individual objectives for

that strategy and lists tactics to support the strategy.

Objective To increase unaided brand awareness by 5% by end of 2013

Strategy Drive brand awareness among top two segments

Tactics 1. Press advertising campaign2. Direct mail3. Targeted LinkedIn direct promotion 4. Microsite/landing page to support advertising messaging (Owned, Earned, Paid)

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Implement and Measure

• Calendar of Actions and Tactics, noting key roles/responsibilities

• Budget

• Key measures

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Snapshot

Objective

Objective

Objective

Objective