External Influences Affect All Levels of Planning
External Influences•Economic trends•Competitor activity•Social & demographic trends•Technology•Laws & regulations
External Influences•Economic trends•Competitor activity•Social & demographic trends•Technology•Laws & regulations
Corporate PlanCorporate Plan
Marketing PlanMarketing Plan
Marketing Communications Plan
Marketing Communications Plan
Social & Demographic Influence
• Key Canadian trends are– Decrease in population growth rate– Aging population– Concentration of population in urban markets– Smaller households with different structures– Increase in ethnic diversity– Growth of gender equality (continued)
Social & Demographic Influence (Continued)
• Canadian lifestyles are changing– More health conscious– Greater concern for social issues– Increase in environmentalism
• Rise of obesity issues
• Move to “hiving”
Technology Influence
• Change too fast for consumers– Discoveries, inventions, and innovations
• Harnessing of virtual reality
• Adoption of ATMs, debit cards, and banking eservices
• Internet as a preferred communication channel
Marketing Planning and Control Process
Marketing PlanMarketing Plan
ImplementationImplementation
Evaluation and ControlEvaluation and Control
Corrective ActionCorrective Action Revise ObjectivesRevise Objectives
Modify StrategiesModify Strategies
Corporate Objectives and Strategies
Corporate Objectives and Strategies
Marketing Plan:Positioning Strategy
• The selling concept that motivates purchase, or the image that marketers desire a brand to have in the mind of consumers
• Positioning Strategy Statement - has a direct impact on the nature of the message delivered to the consumer
Marketing Communications Plan Model
Marketing Communications ObjectivesMarketing Communications Objectives
Marketing Communications StrategiesMarketing Communications Strategies
Creative PlanCreative Plan Media PlanMedia Plan
DirectResponse
Plan
DirectResponse
Plan
PersonalSelling
Plan
PersonalSelling
Plan
Events/Sponsorship
Plan
Events/Sponsorship
Plan
PublicRelations
Plan
PublicRelations
Plan
SalesPromotion
Plan
SalesPromotion
Plan
DigitalPlanDigital
Plan
Calendar of EventsCalendar of Events
Budget SummaryBudget Summary
Marketing Communications Objectives
• Build awareness and interest
• Change consumer perceptions
• Differentiate product• Attract new markets• Increase usage
• Offer incentives• Create goodwill• Create leads• Motivate new
distributors
Marketing Communications Plan Components
• Advertising Plan• Direct Response Plan• Interactive Plan• Sales Promotion Plan• Public Relations Plan• Event and Sponsorship Plan• Personal Selling Plan
• Advertising Plan• Direct Response Plan• Interactive Plan• Sales Promotion Plan• Public Relations Plan• Event and Sponsorship Plan• Personal Selling Plan
Depending on the objectives to be achieved, competitive activity, and
budget, the best combination of marketing
communications components is
recommended. Each situation is unique.
Defining the Brand
• Brand – the sum of all tangible and intangible characteristics that make a unique offer to customers– Brand name
• Wordmark
– Brandmark or logo– Trademark
Famous Logos
Brand Characteristics
• Personality
• Need to offer something unique
• Quality assurance
• Express a set of values
World’s Top 10 Brands
Building The Brand
Packaging and Brand Building
• A good package design helps build a brand– The “look” of a package must be instilled in the
customer’s mind– A package can differentiate one brand from
another– Helps maintain brand identity across product lines– Familiarity with a package creates trust with
customers
Example of Intangible Good Branding by Design