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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Defining the Market
Generic need = thirst
Competing product classes =
milk, soda, coffee, tea, juices, water, etc.
Product class = coffee
Competing forms = whole bean, ground, instant, coffee bags, etc.
Product form = whole bean
Competing brands = Folger’s, Starbuck’s, Millstone, Gevalia, etc.
Food & entertainment