Marke&ng  Class  

1  

MARKETING PLAN DIAH SASTRI

Management Philosophies

Production Concept Marketing Concept

Starting Point Product Market

Focus Product Quality and Features Customer needs

Means Improving production & distribution efficiency Integrated Marketing

Ends

Profits through sales

volume

Profits through customer satisfaction

Incorporating Your Marketing Strategy

SPECIFIC

MEASURABLE

ATTAINABLE

RELEVANT

TIMELY

Business Planning: Composing the Big Picture

Business Planning: Ongoing process of making decisions that guide the firm both in the short term and for the long haul

u  Identifies/builds on firm’s strengths

u Helps managers make informed decisions

u Develops objectives before action is taken

[Hotel Name] Marketing Plan

2016

Marke&ng  Class  

2  

CONTENTS:    

Posi&oning    &  Branding  

E-­‐Marke&ng  

Social  Media  marke&ng  

Distribu&on  strategy  

General  overview    

SWOT  Analysis  

Product  Strategy  

Market  overview  &  Target  market  

Pricing  Strategy   CSR  

Market Summary

u  Market: past, present, & future

u  Review changes in market share, leadership, players, market shifts, costs, pricing, competition

Early Adopters/ Pioneers

Mass Market/ Followers

End of Life

Time

Number of

customers

u  Target Market 2016 ?

SWOT Analysis

S WTO

Strengths Weaknesses

Opportunities Threats

3. Product Strategy

u Describe product/service being marketed

u Product packaging

u Discuss form-factor, pricing, look, strategy

4. Pricing Strategies

u  Pricing u  Summarize specific pricing

or pricing strategies u  Compare to similar

products / service (competitor)

u  Policies u  Summarize policy relevant

to understanding key pricing issues

5 Positioning & Branding

u Hotel taglines

u Online & Offline reviews

u Hotel Awards & performances

u  Facilities

u  Synchronization in between

Marke&ng  Class  

3  

Positioning Strategies

Positioning of product or service

u Statement that distinctly defines the product in its market and against its competition over time

Consumer promise u  Statement summarizing

the benefit of the product or service to the consumer

Competition Analysis

u The competitive landscape u  Provide an overview of

product competitors, their strengths and weaknesses

u  Position each competitorʼ’s product against new product

A B

C D

Performance

Pric

e

6. Distribution Strategies

u Distribution strategy

u Channels of distribution u Summarize channels of distribution

u Distribution by channel u Show plan of what percent share of

distribution will be contributed by each channel -- a pie chart might be helpful

Communication Strategies (e marketing & sosmed strategies)

u Messaging by audience

u Target consumer demographics

Communication Strategies

u  Launch plan

u  If product is being announced

u  Promotion budget

u  Supply back-up material with detailed budget information for review

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Phase 1

Phase 2

Phase 3

Success Metrics

u  First year goals

u Additional year goals

u Measures of success/failure

u Requirements for success

Marke&ng  Class  

4  

Schedule

u  12 months schedule highlights

u  Timing u  Isolate timing dependencies critical to success

Jan Feb Mar Apr May Jun July Sep Oct Nov Dec

Task 2

Task 3

Task 4

Task 1

Milestone