Marketing Objective(s). Marketing Objective(s). Are measurable ( SMART) Sales number (“ship 328,000 cases in 2012”) Share number (Increase market share by 1.2%) Number leading to sales and competitive advantage Increased trial Increased usage frequency Increased awareness (maybe)
What’s our marketing objective for Papa John’s?
Use numbers to defend numbers!
Find a way to show the planning process visually
I like this better at the end of the plan
Straight line method—$ad/sales ratio X unit sales projection
New products are tougher. Need benchmarks.
Marketing Mix allocation
How do you decide? PR? DM? Events? Sales Promo?
One starting point: 50%/50%
A Marketing Objective
Rationale for both
Are there any special budget considerations for this campaign?