Market planning implementation and control
- 1. The MAANZ MXpress Program Marketing Planning Dr Brian Monger Copyright April 2013. This Power Point program and the associated documents remain the intellectual property and the copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These notes may be used only for personal study associated with in the above referenced course and not in any education or training program. Persons and/or corporations wishing to use these notes for any other purpose should contact MAANZ for written permission. MAANZ International 1
- 2. MAANZ International • MAANZ International, is a Not for Profit, internet based professional and educational institute which has operated for over 25 years. • MAANZ International offers Professional Memberships; • Marketing Courses (Formal and Short) • And Marketing Publications • www.marketing.org.au MAANZ International 2
- 3. Dr. Brian Monger • Brian Monger is the CEO of MAANZ International and a professional marketer and consultant with over 40 years local and international experience. 3
- 4. MAANZ International 4 This presentation aims to help you be able to: • Understanding the steps in implementing the marketing plan • Planning and scheduling the key components of the marketing plan • Prioritising marketing strategies • Managing the marketing process • Implementing marketing strategies • Briefing personnel responsible for various aspects of the marketing plan • Briefing stakeholders • Making and preparing a formal marketing plan presentation. • The steps in monitoring the effectiveness of the marketing planning process • The importance of monitoring and measuring the firm’s marketing performance.
- 5. MAANZ International 5 Marketing Plans • Planning can be regarded as the systematic and informed application of marketing resources to achieve marketing objectives. • Planning is, or should be, therefore a continuous activity of marketing management, rather than an irregular act. • Although most of the literature on marketing planning portrays the process as a series of discrete steps, the process is, in fact, a continuous interplay of assumptions, objectives, strategies, programmes and budgets, with a constant movement backwards and forwards, and with some stages occurring concurrently rather than consecutively."
- 6. MAANZ International 6 A Marketing Plan • This topic outlines the creation of the marketing plan. • A business development or marketing plan is a written document of the action to be taken and all of the activities associated with implementation of the marketing mix. It outlines who is responsible for managing the specific activities in the plan, and provides a timetable indicating when those activities must be performed.
- 7. A Marketing Plan • There is no single method of preparing and presenting an organisation development plan. Much will depend on the type of market and the type of organisation. MAANZ International 7
- 8. ANALYSIS AND EVALUATION The Marketing Audit (Analysis and Evaluation of the organisation and its Marketing) Carry out Analyses BUSINESS DEVELOPMENT/MARKETING PLANNING (How will we get there?) Detail Goals and Objectives Develop Marketing Strategies Identify Attractive Target Segment(s) Develop Forecasts Develop Action Programs Review the elements of the plan IMPLEMENTATION, MONITORINGand CONTROL Implement marketing activities Monitor and review marketing performance Adjust the plan Value Offer (Product and Price) Communicate Value (IMC/Promotion) Deliver Value (Distribution) Marketing Operations LogisticsChannels Advertising Personal Selling Marketing P.R Publicity Sales Promotion Brand Management New Product Development Packaging Pricing M.I.S. Market Research Intel Internal Marketing Marketing Management Resources H.R. ANALYSIS DEPARTMENTAL LEVEL 26 28 27 29 30 31 25 18 19 20 21 22 23 24 1 2 3 4 5 6 7 9 10 11 12 14 13 15 17 16 8 TACTICAL LEVELS Figure 1 Stages in the Planning Process MAANZ International 8
- 9. MAANZ International 9 Marketing Programs • Marketing programs generally comprise the following elements: • Statement of organisational mission/vision goals and objectives. • Market research findings. This part of the plan focuses on elements such as the target segment and the marketing mix considerations.
- 10. MAANZ International 10 Marketing Plan Overview • Title page: title, date and authorship hi • Executive summary: a very short key points synopsis (key strategy) • Table of contents: a very detailed road map of the plan • Organisational mission/goals • Introduction—situation analysis: • – background • – normal forecast • – opportunities and threats • – strengths and weaknesses
- 11. MAANZ International 11 Marketing Plan Overview • Corporate objectives and targets—clear statements of the (SMART) objectives of the plan Marketing objectives and targets: • – sales objectives/targets for all value-offering lines • – sales objectives for strategically critical value offerings • – sales objectives for all distribution channels • – sales objectives for sales force • Sales projections—all value-offering lines: • – sales projections by geography (division, region, territory) • Marketing research information
- 12. MAANZ International 12 Marketing Plan Overview • Segmentation and targeting information Marketing strategy—target segment profiles for all value offerings • Marketing strategy overview—key performance criteria; key points of importance in formulating strategy • Marketing mix strategies: • – brand elements • – product—(value-offering) line marketing strategies • Pricing—value-offering line pricing objectives and strategies: • – prices and price changes for value offering lines
- 13. MAANZ International 13 Marketing Plan Overview • Channels of distribution—distribution objectives and strategies: • – description of channels of distribution needed Promotion program: • – advertising objectives and strategies • – advertising media program and budget • – advertising expenditures by month by media • – advertising agency information • – sales promotion objectives and strategies • – sales promotion expenditures by item by month • – publicity • – sales program
- 14. MAANZ International 14 Marketing Plan Overview • Implementation—the action program • marketing activities timetable: • – how the plan will be implemented • – timetable • Marketing budgets—how the money will be allocated • Resources • Marketing personnel • Controls: • – How will we measure and assess? • – How will we make corrections ?
- 15. MAANZ International 15 Marketing Plan Outline Example • Title Page • Contents Page • Executive Summary • Statement of Goals and Objectives and Purpose • Mission and Goals • General Corporate Objectives • Sales Objectives • Product Objectives • Pricing Objectives • Promotional Objectives • Distribution Objectives
- 16. MAANZ International 16 Marketing Plan • Wholesaling • Strategic Directions - Keys to Success • Image and Positioning • Differentiation and Focus • Situation Analysis • Internal • SWOT Analysis • Product Portfolio (BCG Matrix) • Human Resources/Training and Development • External Analysis (PEST/STEEP Analysis) • Suppliers and Facilitators • Intermediaries
- 17. MAANZ International 17 Marketing Plan • Competitive Analysis • Market Share/Competition • Market Research • Target Markets/Target Segment Profiles • Target Market Segment Strategy • Overall Marketing Plan Strategy • Success Factors
- 18. MAANZ International 18 Marketing Plan • The Marketing Mix • Product Plan (The Value Offer) • Pricing Plan • Promotional (Communicating Value) Plan • Place/Placement (Distribution Plan – Delivering Value) • Sales Forecasts • Measurement and Comparison
- 19. MAANZ International 19 Marketing Plan • Contingency Planning • Control and Implementation • Budgets • Advertising and Sales Promotion Budget • Marketing Budget
- 20. Title Page Contents Page Executive Summary Statement of Goals and Objectives and Purpose Mission and Goals General Corporate Objectives Sales Objectives Product Objectives Pricing Objectives Promotional Objectives Distribution Objectives Wholesaling Strategic Directions - Keys to Success Image and Positioning Differentiation and Focus Situation Analysis Internal SWOT Analysis Product Portfolio (BCG Matrix) Human Resources Training External Analysis (PEST/STEEP Analysis) Suppliers and Facilitators Intermediaries Competitive Analysis Market Share Competition Market Research Target Markets/Target Segment Profiles Target Market Segment Strategy Overall Marketing Plan Strategy Success Factors The Marketing Mix Product Plan (The Value Offer) Pricing Plan Promotional (Communicating Value) Plan Place/Placement (Distribution Plan – Delivering Value) Sales Forecasts Measurement and Comparison Contingency Planning Control and Implementation Budgets Advertising and Sales Promotion Budget Marketing Budget Figure 2 Marketing Plan MAANZ International 20
- 21. Director Marketing Executive Marketing Support Manager Market Development Manager Marketing Information Manager Product Line Development 3 x Brand Managers Internet Sales Manager Manger Wholesale Markets National Retail Marketing Manager Divisional Manager Retail Area 1 11 stores Plus 1 new this year Manager International Development Divisional Manager Retail Area 2 9 stores plus 4 new this year Key Account Manager Key Account Manager Proposed Restructure New Divisional Manager Retail Area 3 Figure 3 Marketing Organisation Chart Example MAANZ International 21
- 22. • For more information about MAANZ International and articles about Marketing, visit: • www.marketing.org.au • http://smartamarketing.wordpress.com • http://smartamarketing2.wordpress.com • . http://www.linkedin.com/groups/MAANZ- SmartaMarketing-Group-2650856/about • Email: info@marketing.org.au • Link to this site - - http://www.slideshare.net/bmonger for further presentations MAANZ International 22