Marketing Your IT Strategic Planning Process: Relationship Building with Business Stakeholders
The Marketing Process, Planning & The Marketing Plan.
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Transcript of The Marketing Process, Planning & The Marketing Plan.
The Marketing Process, Planning
& The Marketing
Plan
Marketing ProcessConsists of: Analyzing Marketing Opportunities Researching and Selecting Target
Markets Designing Marketing Strategies Planning Marketing
Programs Implementing &
Controlling the Program
Marketing PlanningIs
Failing to Failing to PlanPlan,
PlanningPlanning to to
Fail?Fail?
Marketing Planning
Marketing Plan directs the marketing efforts of the firm.– Assembles pertinent facts about organization,
the markets it serves, its products/services, customers and competition.
– Forces department and functional managers to work together.
– Sets goals, objectives, tactics within time periods.
Contents of Marketing Plan
Executive Summary and Table of Contents
Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections
or Projected P & L’s Implementation & Controls
Contents of Marketing Plan
Executive Summary and Table of Contents– Permits senior management to grasp major thrust. – Briefly states
contents of the whole plan.
– Main goals and recommendations.
Contents of Marketing Plan
Current Marketing Situation– Relevant background/facts on firm,
sales, costs, the market, profits, history, growth, products, services, channels/ distribution, share of market, and competitors.
– SWOT Analysis– Trends & Macro/Broad
Environment
Contents of Marketing Plan
Opportunity and Issue Analysis– Major issues facing products and sales– Review of Key Issues & Opportunities
in SWOT Analysis
Strengths Weaknesses Opportunities Threats
Contents of Marketing Plan
Marketing Objectives– Financial and Marketing Goals, by
Sales Volume Market Share Profit Pricing Distribution objectives. – Increase / Achieve
Generate / Reach
Contents of Marketing Plan
Objectives vs. StrategiesGoal or Objective:
NY or San Francisco
Strategy: Air?
Car? Truck? Train? Walk?
Or Bike?
Objectives vs. Strategies
Objective:Objective:
San FranciscoSan FranciscoStrategy:Strategy:
BikeBikeTactic:Tactic:
3-Speed3-Speed
Contents of Marketing Plan
Marketing Strategies– Select Target Segments– Marketing Mix --- 4P’s– Positioning (“what the product does
and who is it for.”)– Distribution Strategies– The Game Plan
Contents of Marketing Plan
Action Plan or Program– Specific product, promotional,
pricing, and distribution tactics / activities.– Includes timing and
calendar
Contents of Marketing Plan
Financial Projections (Projected Profit and Loss)– Build a supporting budget– Forecasted sales volume– Average price and expenses
Implementation & Controls– Monitoring planning and reviewing results.
IMC: Integrated Marketing IMC: Integrated Marketing
CommunicationsCommunications The process of building and reinforcing
mutually profitable relationships with employees, customers and other stakeholders, and the general public, by developing and coordinating a strategic communications program.
Enables them to have a constructive encounter with the company/brand through a variety of media or other contacts.
IMC: Integrated Marketing IMC: Integrated Marketing
CommunicationsCommunications Unified image One look, one voice, strong brand image
focus. Coordinated tone and look, with
coordinated messages. Everything you do and don’t do can send
a message. Advertising, PR, Personal Selling,
Direct Marketing and Internet, Merchandising, Promotions, Interactive, Events.
Tough Marketing Tough Marketing Questions Questions
Spot and choose the right market segments?
Differentiate our offering from competitors? Customization?
Chasing variety-seeking and deal seeking customers?
Ways to grow business? Respond to customers who
want price breaks? Improve sales force?
Tough Marketing Tough Marketing Questions Questions
Compete against low-cost, low price competitors, here and globally?
Reduce acquisition costs? How do we build stronger brands? Keep customers loyal? Which customers are
more important? Measure promotion paybacks?
Tough Marketing Tough Marketing Questions Questions
Establish multiple channels but manage channel conflict?
How can we get other company departments to be customer-oriented?
Contents of Marketing Plan
Executive Summary and Table of Contents
Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections
or Projected P & L’s Implementation & Controls