Project Managment applied to Marketing
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The document discusses applying project management concepts to marketing from planning through execution. It claims using project management methodology can help support marketing plan creation and use project control processes to measure marketing action phases. Key points are standardizing procedures, documenting processes, improving communication/integration, and better planning schedules and responsibilities for marketing. The document provides an example case study of a marketing project conducted by the National Sanctuary of Aparecida in Brazil to raise funds for a hospital. It applied project management methodology across planning, execution, and closing phases and achieved over $325,000 in donations through ticket sales. Benefits of applying project management to marketing included increased success chances, improved results, clarity/control, and clear roles/responsibilities.
Project Managment applied to Marketing
- 1. “Project Management applied to Marketing” Luiz Fernando da Silva Xavier MBA in Project Management Bachelors’ in Business Management
- 2. Introduction Topic This paper discusses the application of the concepts of Project Management in Marketing from planning to execution. Rationale Several projects and marketing actions exceed costs and planned deadlines or reach results below the expected by the customer. Claim Make use of Project Management methodology to support the creation of marketing plans and use the project control processes to measure the phases of the actions.
- 3. Key points Project Management • Standardization of procedures; • Documentation of processes; • Improving communication and integration; • Better planning of schedule and responsibilities. Marketing • Dynamism; • Strategy and tactics; • Customer Relationship.
- 5. “A project is a temporary endeavour undertaken to create a unique product, service or result” PMBOK® Guide
- 6. Key Characteristics of a Project 2 3 4 5 1 Temporary Unique Progressive Measurable Changeable (PMI, 2004)
- 7. The importance of projects Projects are often implemented as a mean of achieving an organization’s strategic plan in a way that operations could not achieve. Why are Projects initiated? • Market demand; • Business need; • Customer request; • Technological advance; • Legal requirement; • Social need. (PMI, 2004)
- 8. Generic Project Life Cycle Concept Planning Development and demonstration Production and Deployment (PMI, 2004)
- 9. Project Management Knowledge Areas Integration Communications Procurement Risks Human Resource Quality CostsTime Scope GOAL (PMI, 2004)
- 10. Project Management Processes Initiating Closing Planning ExecutingControlling (PMI, 2004)
- 12. “Marketing Management is the Art and Science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value” (KOTLER; KELLER, 2006)
- 13. “The aim of marketing is to make selling superfluous, to know and understand the customer so well that the product or service fits him and sells itself. (…) All that should be needed then is to make the product or service available.” (DRUCKER, 1973)
- 15. Project & Marketing - Planning “Planning in Marketing is a very important process of intense thinking and coordination of people, information, financial and material resources whose central focus is the true customer satisfaction”. (AMBRÓSIO, 2007, p. 11), Project Life Cycle Concept Planning Development Deployment Abstract-Concrete Spectrum of Strategic Administration Dream Planning Plan Action Abstract Concrete
- 16. Creating a Marketing Plan using PMBOK® Basically, a Marketing Plan should include: • Situation: historical market data, information about the product and competitors; • Goals: the targets for the campaign or launch, including market share, sales volume, turnover; • Strategies: it shows how the Marketing Tools will be used to reach the goals.
- 17. Opportunity Situation Goals Strategic Marketing Customer Market Legal Aspects Positioning Tactical Marketing Product Place Promotion Price Action and Control Financial Results Analysis of Balance Measuring Controlling Marketing Plan (adapted from AMBROSIO, 2007) The tools from Project Management are more effectively applied to the last phase of the Marketing Plan, “Action and Control”.
- 18. Case Study “Project Ford - A Lift to Solidarity” National Sanctuary of Aparecida, Brazil
- 19. National Sanctuary of Aparecida, Brazil • The second largest Basilica in the World, receiving about 13 million visitors annually; • Maintained primarily by donations, managed by Campanha dos Devotos (Campaign of Devotees); • Infrastructure: – TV Channel Aparecida (countrywide); – Radio AM and FM (countrywide); – 1st ranked religious web portal in Brazil; – 600,000 magazines sent free of charge to subscribers; – About 1500 employees. • 1/3 of the revenue invested in Social Projects.
- 20. “Project Ford - A Lift to Solidarity” • Raffle Tickets could be purchased by the visitors of the Sanctuary; • All money raise to be donated to the Municipal Hospital of the city; • Prize was a Ford Coupe 1934, donated by a devotee;
- 21. Project FORD – National Sanctuary 3 weeks of Closing Final reports Delivery of the prize Final donation 7 months of Execution Promoting Controlling Motivating sales team 2 months Planning Responsibilities / departments Price of the tickets Place and team
- 22. Involved areas Director of Marketing / Projects Planning Control Campaign Devotees Department Operational Support Logistics Finance Department Conference Accounting Infrastructure Department Transport Department Shopping Centre Department Legal Department
- 23. Project Phases Planning • Choosing benefited entity • Sales strategy • Building the stand • Creating procedures • Hiring team • Creating promotional material • Producing tickets • Training Execution • Selling the tickets • Monitoring of sales • Adequacy of the procedures • Buy new batches of tickets • Scheduled maintenance of the vehicle • Draw Prize Closing • Delivery of the money raised • Delivery of the prize to the winner of the raffle • Transfer of the vehicle to the winner • Bureaucratic procedures • Financial reports for accounting • Official closing of the project
- 24. Project Control $- $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00 $30,000.00 $35,000.00 $40,000.00 June July August September October November December Sales Evolution Projected Real
- 25. Project Ford – Final Results • About 170.000 tickets sold • $ 325.127,00 donated to the Municipal Hospital of the city of Aparecida • Incorporated into the annual projects of the institution
- 26. Final Considerations – The benefits of applying Project Management to Marketing • Increase the chances of success by avoiding the most common mistakes – lessons learned; • It improves results working with the best practices; • Clarity, objectivity, control and security for customers; • Clear roles and responsibilities for the departments involved in the project; • Ability to predict risks and prepare alternatives; • Clear definition of the phases of the project.
- 27. References AMBRÓSIO, V. Plano de Marketing: passo a passo. São Paulo: Pearson Prentice Hall, 2007. CROCCO, L. et al. Fundamentos de Marketing: conceitos básicos. São Paulo: Saraiva, 2010. FRANCK, F. D. Gerenciamento do tempo do projeto aplicado a arranjo físico em uma empresa de usinagem de médio porte. Minas Gerais: 2007. KOONTZ, H.; O’DONNEL, C. Os Princípios de Administração: Uma Análise das Funções Administrativas. São Paulo, Pioneira, 1980. KOTLER, P. Administração de Marketing: a edição do novo milênio. São Paulo: Prentice Hall, 2000. KOTLER, P.; KELLER, K. L. Marketing Management. New Jersey: Pearson and Prentice Hall, 2006. PRIETO, C. Igreja Católica mostra lado empresarial de Aparecida. Jornal Valor Econômico, Aparecida, 15 de Junho de 2010, Caderno Valor, p. B6. PROJECT MANAGENT INSTITUTE - PMI. Um guia do Conjunto de Conhecimentos em Gerenciamento de Projetos: guia PMBOK Terceira Edição. Four Campus Boulevard, 2004. VARGAS, R. V.. Gerenciamento de Projetos: estabelecendo diferenciais competitivos. Rio de Janeiro: Brasport, 2000. VEJA ONLINE. Filas marcam lançamento do Iphone 4S em oito países. Disponível em: http://veja.abril.com.br/noticia/vida-digital/filas-e-histeria-mancarm-lancamento-do-iphone-4s-em-8-paises. Acesso em: 23 de novembro de 2011.
- 28. “Who fail to plan, plan to fail, albeit unintentionally” Flávio Cândido, University Cândido Mendes