Download - Mktg Planningv2
Marketing Plans
Models of planning
Kotler: APIC
CONTROL
IMPLEMENTATION
PLANNING
ANALYSIS
Smith: SOSTAC© (SOSTIC)
Situational analysis
Organisational objs
Internal audit
Environmental audit
micro
macro
SWOT analysis
Situational analysis
Organisational objs
Internal audit
Environmental audit
micro
macro
SWOT analysis
SITUATIONAL ANALYSIS
Marketing objectivesSet SMART objectives:
Sales volume/ value penetration/share % growth
Brand image/awareness Profitability Financial…ROI/ROCE
Marketing objectivesSet SMART objectives:
Sales volume/ value penetration/share % growth
Brand image/awareness Profitability Financial…ROI/ROCE
Smith: SOSTAC© (SOSTIC)
OBJECTIVES
SITUATIONAL ANALYSIS
Marketing strategy STP…
segmentation target market(s) positioning
Growth- mkt/prod dev’t Competitive stance Product/brand portfolio
Marketing strategy STP…
segmentation target market(s) positioning
Growth- mkt/prod dev’t Competitive stance Product/brand portfolio
Smith: SOSTAC© (SOSTIC)
STRATEGY DEVELOPMENT
OBJECTIVES
SITUATIONAL ANALYSIS
Tactical planning Marketing mix
product price place/distribution promotions
Plus 3Ps if applicable Programmes/budgets
Tactical planning Marketing mix
product price place/distribution promotions
Plus 3Ps if applicable Programmes/budgets
Smith: SOSTAC© (SOSTIC)
TACTICAL PLANNING
STRATEGY DEVELOPMENT
OBJECTIVES
SITUATIONAL ANALYSIS
Action plans Sales
Promotions..eg:
corporate
brand/product
PR and sponsorship
Product development
Market/channel dev’t
Action plans Sales
Promotions..eg:
corporate
brand/product
PR and sponsorship
Product development
Market/channel dev’t
Smith: SOSTAC© (SOSTIC)
ACTION(IMPLEMENTATION)
TACTICAL PLANNING
STRATEGY DEVELOPMENT
OBJECTIVES
SITUATIONAL ANALYSIS
Control SMART objectives
Milestone targets
sales
brand awareness
profitability
Remedial action
Feedback to next round
Control SMART objectives
Milestone targets
sales
brand awareness
profitability
Remedial action
Feedback to next round
Smith: SOSTAC© (SOSTIC)
CONTROL
ACTION(IMPLEMENTATION)
TACTICAL PLANNING
STRATEGY DEVELOPMENT
OBJECTIVES
SITUATIONAL ANALYSIS
McDonald Planning Model
McDonald Planning Model
McDonald Planning Model
McDonald Planning Model
Interlinked cycles of planning… each informing the next
McDonald Planning Model
OBJECTIVES and STRATEGIES
ESTIMATE RESULTS
IDENTIFY PLANS and MIXES
MANAGE and REVIEW
PROGRAMMES OF ACTIVITY
NEXT ROUND OF PLANNING
CORPORATE OBJECTIVES
MARKETING AUDIT
ORGANISATIONAL ANALYSIS
DEFINE ANY ASSUMPTIONS
S O S T A C
Variations on a theme
STATE ASSUMPTIONS
SWOT ANALYSIS
MARKETING AUDIT
CORPORATE OBJECTIVES
CORPORATE MISSION
MEASURE & REVIEW
ESTIMATE RESULTS
MKTG OBJS & STRATEGIES
Yr1 IMPLEMENTATION PLAN
SET BUDGETS
IDENTIFY PLANS & MIXES
McDonald 2002
SEGMENT, TARGET, POSITION
MKTG OBJECTIVES
STATE ASSUMPTIONS
MKTG AUDIT & SWOT
ORGANISATIONAL MISSION
CONTROL & REVIEW
ESTIMATE RESULTS
DEFINE PRODUCT RANGE
SELECT MKTG MIX
IDENTIFY STRATEGIES
Adcock et al 1998
Brassington & Pettitt 2003
MARKETING STRATEGIES
MARKETING OBJECTIVES
SWOT ANALYSIS
MARKETING AUDIT
CORPORATE OBJECTIVES
CONTROL & EVALUATION
BUDGETS
MARKETING PROGRAMMES
SOSTAC
ORGANISATION
First steps: Situational analysis
S W
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