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