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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)

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Marketing objective s1
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)

    • Increased penetration (new market)



Rationale
Rationale

Sales history

Attitudinal Changes

Marketing effort

Use numbers to defend numbers!


Marketing molecule
Marketing Molecule

Find a way to show the planning process visually

I like this better at the end of the plan


Budget
Budget

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%



Marketing objective s
Data

  • McDonald’s new menu items averages:

    • Trial percentage: 31%

    • Traffic increase: +17.65%

    • Share shift:+.05%

    • 4-Week sales units: 572,000

    • 4-Weel sales revenue: $1,470,000

    • “Pull through” revenue on other products: $5,200,000

    • Advertising to sales ratios: Brand: $2; Promotional item: $2.50-$5.00 depending on pull through.


Recommend
Recommend…

A Marketing Objective

A Budget

Rationale for both

Are there any special budget considerations for this campaign?