7/27/2019 Marketing Planning Article

1/20

!"#$%&'(#)*+,$-#.*#/!"##"$!!$!%%&'%()! ///0)"#1&'(#)*+,'#.*#/0231$

*++,!&%-"'&./%0"##"0#%##%%&!1!&/!2%3##0# $ $456789:;?7@6;7!A8B3!

!

Sally Dibb1!

5C;D?EF!G:7?!!

Marketing Planning Best Practice%&'(#)*+,$45&++*+,$*6$/*7#58$96#7$:8$:96*+#66#6$;'31$&55$&'#&6$3;$*+796)'8$)3$*145#1#+)$ )"#$ 23143+#+)6$ 3;$ 1&'(#)*+,$ 1&+&,#1#+)0$ $ !"*6$ 686)#1&)*2$4'32#66$*+.35.#6$1&'(#)*+,$&+&586#6

7/27/2019 Marketing Planning Article

2/20

%%"! +C>>L!T?99!!

! _IK@C7?7?HK! 8H!

;6EH;B! 8@6! H:8K:8! HM! 8@6! IC;F68?C?8?67!8@6L!ICL!@CP6!D?8@?C7H!K;HP?B67!B68C?>7!HM!;6X:?;6B!;67H:;E67!CB! @?J@>?J@8! KH86! H978CE>67! 8H! 8@6! K>C

7/27/2019 Marketing Planning Article

3/20

! SC;F68?CL! CKKC;6CE6!RZ;CP67H!D?B6>L! B?7E:776B! ?! C;8?E>67! C

C77HE?C86B!D?8@!8@6!K;HE677!RdC?B!&)))W!+?IF?8?IC86>L$! ?8! ?7! C;J:6B! 8@C8! 8@6!K;HE677! ;67:>87! ?87$! D?8@! 9:7?L7?7$!78;C86J?E! 8@?

7/27/2019 Marketing Planning Article

4/20

%%%! +C>>L!T?99!!

+?IF?B! &)))W!SETHB!C!+H:;E6O!%&'(#)*+,$C3+2#4)6$&+7$E)'&)#,*#6$!T?99!68!C>3$!GH78H

7/27/2019 Marketing Planning Article

5/20

! SC;F68?C

7/27/2019 Marketing Planning Article

6/20

%%]! +C>>L!T?99!!

56CF8! ?HKI66! 8H! 8@6! D?B6;! IC;F68?L$! C! B68C?>6B! :! EHIK;HI?76! ;68C?>! 7C>67! C8! ?>L$!C!KHH;!:6E8;?E?8L!EHIKC6B! 8H! CB6X:C86>L! CBB;677! 8@6! >?F6>L! ?IKCE8! HM! M:8:;6!EHIK68?8?H>'K;6KC;6B!MH;!686$! 8@6! 78;C86JL!B6P6>HKI6>HD73! ! N@6! F6L! B:;?>!96!?B66B!8H!MH;I!8@6!9C7?7!MH;!8@6! IC;F68?>HD3! ! +HI6! HM! 8@6! IH78! 6MM6E8?P6!IC;F68?

N@6! M?! 78CJ6! HM! 8@6! IC;F68?C6B! 6QK>C6C;!;C8?H6!EHL!;6K>?EC86!6Q?78?

7/27/2019 Marketing Planning Article

7/20

! SC;F68?C! 8H!8CF6!?HM! 8@6! IC;F68?>L!6QK>H;6B3!!!

N@H76! ?P6B! ?C>:78;C86! 8@6! F6L! C;6C7! MH;! 6MM6E8?P6! IC;F68?C

7/27/2019 Marketing Planning Article

8/20

%%/! +C>>L!T?99!!

>4)#*IJ4FG5#=*K.05(>&L)*74'8#-0,9*:54,,0,9*:'&9'4FF#**7(89.$#:';!

G:?>BZH!?7!C!K;?PC86>L'HD?H67! C6B!IC;F68?C

7/27/2019 Marketing Planning Article

9/20

! SC;F68?C

7/27/2019 Marketing Planning Article

10/20

%(#! +C>>L!T?99!!

! G6886;! X:C>?8L! BC8C! H86;! 8@;H:J@3! ! *C;$!G:?>BZH!6B! ?HD?6C;!76L!MHE:76B!H

! Ya!IC;F68?

!

3)(''6'.!"*8)%!55%!?@A%8-60%+!N@6! 76EHCC;! H9V6E8?P67! 8H! 8@6! M?;78$!

9;HCB6BZH`7! _:;HK6CB?C;!H9V6E8?P6!DC7!8H!7:978C>L!?IK;HP6!8@6!EHIKC

7/27/2019 Marketing Planning Article

11/20

! SC;F68?C

7/27/2019 Marketing Planning Article

12/20

%("! +C>>L!T?99!!

EHII:>7! C

K;HE677!EH>7!C6$!8@6!6!9:8!>?88>6!>H! *6!CCCE6!8H!B;?P6!8@6!K;HE677!MH;DC;B!

! ACEF!HM!:

7/27/2019 Marketing Planning Article

13/20

! SC;F68?C

7/27/2019 Marketing Planning Article

14/20

%(%! +C>>L!T?99!!

CBPC! IC;F68?CC9>6!C?78??J6>!?7@6B!H;!?M!E@C>! 96! 8@6!EH787! HM! K;HP?B?

7/27/2019 Marketing Planning Article

15/20

! SC;F68?C

7/27/2019 Marketing Planning Article

16/20

%(]! +C>>L!T?99!!

IC;F68?

7HI68?I67!HP6;>HHF6B!?C6B!K>CP6B3!!N@?7!K>CB!6Q86!?7!! C7K6E87! HM! 8@6!?IK>6I6686$! 8@6!IC;F68?CB!EH?7O! ! i6EHJ

7/27/2019 Marketing Planning Article

17/20

! SC;F68?C

7/27/2019 Marketing Planning Article

18/20

%(/! +C>>L!T?99!!

T?99$! +3! C?

THL>6$!=3! R&))(U$! nSC;F68?6

7/27/2019 Marketing Planning Article

19/20

! SC;F68?C?8Lp$!Q39'+&5$3;$O96*+#66$-#6#&'2"$!!P!R.U$!KK3!&]-'&-/!

f:C?

7/27/2019 Marketing Planning Article

20/20