mktg planningv2

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Marketing PlansModels of planning

Kotler: APICANALYSIS PLANNING IMPLEMENTATION CONTROL

Smith: SOSTAC (SOSTIC)SITUATIONAL ANALYSIS

Situational analysisOrganisational objs Internal audit Environmental audit micro macro SWOT analysis

Smith: SOSTAC (SOSTIC)SITUATIONAL ANALYSIS OBJECTIVES

Marketing objectivesSet SMART objectives: Sales volume/ value penetration/share % growth Brand image/awareness Profitability FinancialROI/ROCE

Smith: SOSTAC (SOSTIC)SITUATIONAL ANALYSIS OBJECTIVES STRATEGY DEVELOPMENT

Marketing strategySTP segmentation target market(s) positioning Growth- mkt/prod devt Competitive stance Product/brand portfolio

Smith: SOSTAC (SOSTIC)SITUATIONAL ANALYSIS OBJECTIVES STRATEGY DEVELOPMENT TACTICAL PLANNING

Tactical planningMarketing mix product price place/distribution promotions Plus 3Ps if applicable Programmes/budgets

Smith: SOSTAC (SOSTIC)SITUATIONAL ANALYSIS OBJECTIVES STRATEGY DEVELOPMENT TACTICAL PLANNING ACTION(IMPLEMENTATION)

Action plansSales Promotions..eg: corporate brand/product PR and sponsorship Product development Market/channel devt

Smith: SOSTAC (SOSTIC)SITUATIONAL ANALYSIS OBJECTIVES STRATEGY DEVELOPMENT TACTICAL PLANNING ACTION(IMPLEMENTATION)

ControlSMART objectives Milestone targets sales brand awareness profitability Remedial action Feedback to next round

CONTROL

McDonald Planning Model

McDonald Planning Model

McDonald Planning Model

McDonald Planning Model

Interlinked cycles of planning each informing the next

McDonald Planning Model

SCORPORATE OBJECTIVES MARKETING AUDIT ORGANISATIONAL ANALYSIS DEFINE ANY ASSUMPTIONS

O S TOBJECTIVES and STRATEGIES ESTIMATE RESULTS IDENTIFY PLANS and MIXES

A CPROGRAMMES OF ACTIVITY MANAGE and REVIEW NEXT ROUND OF PLANNING

Variations on a themeCORPORATE OBJECTIVES ORGANISATIONAL MISSION MKTG AUDIT & SWOT STATE ASSUMPTIONS MKTG OBJECTIVES SEGMENT, TARGET, POSITION DEFINE PRODUCT RANGE MARKETING PROGRAMMES ESTIMATE RESULTS BUDGETS IDENTIFY STRATEGIES CONTROL & EVALUATION SELECT MKTG MIX CONTROL & REVIEW IDENTIFY PLANS & MIXES SET BUDGETS Yr1 IMPLEMENTATION PLAN MEASURE & REVIEW CORPORATE MISSION CORPORATE OBJECTIVES MARKETING AUDIT SWOT ANALYSIS STATE ASSUMPTIONS MKTG OBJS & STRATEGIES ESTIMATE RESULTS

S O S T A C

MARKETING AUDIT SWOT ANALYSIS MARKETING OBJECTIVES MARKETING STRATEGIES

Brassington & Pettitt 2003

Adcock et al 1998

McDonald 2002

First steps: Situational analysis

ORGANISATION

S O

W T