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Anatomy of a Marketing Plan August 8 2015

Learn the main steps of creating and implementing a marketing plan, and how to evaluate its success or failure. Discover resources and research methods, define product/service and customer, and determine how to measure success.

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Anatomy of a Marketing Plan August 8 2015

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  1. Joint District Meeting and Volunteer Leadership Workshop Pacific Western District and Southwest District Anatomy of a Marketing PlanAugust 8 2015

  2. Main Steps of a Marketing Plan 1. Create a Marketing Plan2. Implement a Marketing Plan3. Evaluate Success/Failure of Marketing Plan

  3. Create a Marketing Plan 1 3 2 Define Product/Service and Customer Determine How to Measure Success Resources and Research

  4. 1 Define Product or Service, Goals, Resources, Timing

  5. APICS Learn It APP - Google Play • Created in 2013 • 1 version Upgrade Oct 29 2013 • 10,000-50,000 Downloads • 5,000+ Downloads in Aug 2014

  6. APICS Learn It APP - Apple Itunes Store • Created in 2013 • 1 version Upgrade Oct 29 2013 • 10,000-50,000 Downloads • 5,000+ Downloads in Aug 2014

  7. Marketing Plan Goals • SWOT Analysis • Financial Analysis • Corporate Strategic Plan for 2-5 years • Financial Numbers • Mergers and Acquisitions • Human Resources • Target Customer

  8. Research! Research! Research! • Current Corporate IT Environment • Evaluate Competition • Self Evaluation • Direct Competitors • LSCMS, Pocket Prep Inc. (CPIM,CSCP), Slickrock (SCM, CSCP) • Indirect Competitors • Webster’s • Compare Features • Financial Numbers • Mergers and Acquisitions • Human Resources

  9. Define and Leverage Partners • APICS District and Corporate Resources • APICS Chapter resources • Local businesses and chapter sponsors • Local Colleges and Universities • Community businesses, training organizations

  10. Evaluate Current Product Service • Review and document online • customer feedback • Compare Learn It to • competition • Evaluate prior marketing • plan objectives • Survey current/future • customers for requested • changes • Update APICS Corporate site for • Retail and eCommerce.

  11. 2 Implement a Marketing Plan

  12. Implementation Steps • Strategy • How many ways will you reach customers? • Budget • Cost for phased implementation. • Timeline • Very Definite steps • Action/Owners • Create continuous Sr. Management support structure • Specify measurable results and review process

  13. Marketing Tools • Email • Promotional options • Video and Web • Social networking • SMS texting

  14. Marketing Tools

  15. Marketing Tools

  16. Marketing Tools

  17. Marketing Tools • LinkedIn is largest • professional network • LinkedIn adds 2 • people every second • LinkedIn is 21st Century • tool for media, • partnerships, and clients.

  18. 3 Evaluate Success/Failure of Marketing Plan View your slides from anywhere!

  19. Top Reasons Marketing Plans Fail • Creating a plan just to have one. • Lack of commitment by Senior Managers. • Creating a plan and putting it on the shelf. • Lack of Action.

  20. Top Reasons Marketing Plans Fail • Unwillingness or inability to change. • No Accountability or follow-through. • Unrealistic goals or lack of focus or resources.

  21. Top Reasons Marketing Plans Succeed • Accountability • Tracking project deadlines and results • Rewards and consequences for performance • Dashboards for showing project results

  22. Top Reasons Marketing Plans Succeed • Resource availability • Resource skills match expertise required • Sr. Management commitment to project success • Empowerment

  23. Learn It App Marketing Strategy • Create marketing plan • SWOT analysis • Define target market • Product development • Branding vs marketing • Pricing • Marketing recruitment and management • Product launch • Cost-effective marketing

  24. Marketing Plans Free Online • Marketing plan for new or existing project • Sample Marketing Plans • Multiple categories • Marketing Donut – UK generic marketing plan • Descriptions with steps

  25. Contact Information Larry Jones APICS Tucson - VP Marketing vpmarketing@apics-tucson.org (520) 369-2339

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