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Analysis for Marketing Planning . Defining the Market. Marketing Planning . A written document containing a specific blueprint for business/business unit’s marketing program and allocations for a specific period of time. Corporate strategic planning. Group or sector planning.

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Presentation Transcript
marketing planning
Marketing Planning
  • A written document containing a specific blueprint for business/business unit’s marketing program and allocations for a specific period of time.
slide3
Corporate

strategic planning

Group or

sector planning

SBU

planning

Annual marketing

plan

marketing planning sequence
Marketing Planning Sequence

Collect

data

Analyze

data

Develop

objectives,

strategies,

programs

Develop

financial

documents

Negotiate

final plan

Measure

progress

toward

objectives

Audit

marketing plan components
Marketing Plan Components
  • Executive summary
  • Situation analysis
    • Industry analysis
    • Competitor analysis
    • Customer analysis
    • Demand analysis & forecasts
  • Marketing objectives
  • Marketing strategy
  • Marketing tactics
    • Product/brand management
    • Pricing management
    • Distribution management
    • Communications management
  • Budget
  • Implementation and control plan
  • Contingency plan
defining market by levels of competition
Defining market by levels of competition
  • Identify levels or dimensions of competition
  • Three dimensions of competition:
    • Works from broad to narrow
    • Identifies all possible opportunities, enabling business to be proactive and to anticipate consumer needs
first dimension
First Dimension:
  • Identifies competing product classes serving generic need.

Example:

Generic need = thirst

Competing product classes =

milk, soda, coffee, tea, juices, water, etc.

second dimension
Second Dimension:
  • Identifies competing product forms within product class.

Example:

Product class = coffee

Competing forms = whole bean, ground, instant, coffee bags, etc.

third dimension
Third Dimension:
  • Identifies competing brands within product form.

Example:

Product form = whole bean

Competing brands = Folger’s, Starbuck’s, Millstone, Gevalia, etc.

marketing definition
Marketing Definition

Thirst

Broad

Milk

Soda

Coffee

Tea

Juice

Ground

Whole

Bean

Instant

Coffee

Bag

Narrow

Folger’s

Starbuck’s

Millstone

Gevalia

slide13
Product form

competition:

Diet colas

Product category

competition:

Soft drinks

Generic competition:

Beverages

Budget competition:

Food & entertainment

slide15
More Gentle

Anacin 3

Tylenol

Reg. Str.

Less

Strong

More

Strong

Tylenol

Extra Str.

Bufferin

Bayer

Anacin

Anacin Max.

Excedrin

Less Gentle

slide16
Customer judgment
    • Similarity of consideration sets
    • Product deletion
    • Substitution in use
choosing competitor focus
Choosing Competitor Focus
  • Depends on several factors:
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