The MAANZ MXpress Program
Marketing Planning
Dr Brian Monger
Copyright April 2013.
This Power Point program and the associated documents remain the intellectual property and the
copyright of the author and of The Marketing Association of Australia and New Zealand Inc. These
notes may be used only for personal study associated with in the above referenced course and not in any
education or training program. Persons and/or corporations wishing to use these notes for any other purpose
should contact MAANZ for written permission.
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MAANZ International
• MAANZ International, is a Not for Profit, internet based professional and educational
institute which has operated for over 25 years.
• MAANZ International offers Professional Memberships;
• Marketing Courses (Formal and Short)
• And Marketing Publications
• www.marketing.org.au
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Dr. Brian Monger
• Brian Monger is the CEO of MAANZ International and a professional marketer and consultant with over 40 years
local and international experience.
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This presentation aims to help you be able to:
• Understanding the steps in implementing the marketing plan
• Planning and scheduling the key components of the marketing plan
• Prioritising marketing strategies
• Managing the marketing process
• Implementing marketing strategies
• Briefing personnel responsible for various aspects of the marketing plan
• Briefing stakeholders
• Making and preparing a formal marketing plan presentation.
• The steps in monitoring the effectiveness of the marketing planning process
• The importance of monitoring and measuring the firm’s marketing performance.
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Marketing Plans
• Planning can be regarded as the systematic and informed application of marketing resources to achieve marketing objectives.
• Planning is, or should be, therefore a continuous activity of marketing management, rather than an irregular act.
• Although most of the literature on marketing planning portrays the process as a series of discrete steps, the process is, in fact, a continuous
interplay of assumptions, objectives, strategies, programmes and budgets, with a constant movement backwards and forwards, and with
some stages occurring concurrently rather than consecutively."
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A Marketing Plan
• This topic outlines the creation of the marketing plan.
• A business development or marketing plan is a written document of the action to be taken and all of the activities
associated with implementation of the marketing mix. It outlines who is responsible for managing the specific
activities in the plan, and provides a timetable indicating when those activities must be performed.
A Marketing Plan
• There is no single method of preparing and presenting an organisation development
plan. Much will depend on the type of market and the type of organisation.
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ANALYSIS AND EVALUATION
The Marketing Audit
(Analysis and Evaluation of the organisation and its
Marketing)
Carry out Analyses
BUSINESS DEVELOPMENT/MARKETING PLANNING
(How will we get there?)
Detail Goals and Objectives
Develop Marketing Strategies
Identify Attractive Target Segment(s)
Develop Forecasts
Develop Action Programs
Review the elements of the plan
IMPLEMENTATION, MONITORING and CONTROL
Implement marketing activities
Monitor and review marketing performance
Adjust the plan
Value Offer
(Product and Price)
Communicate Value
(IMC/Promotion)
Deliver Value
(Distribution)Marketing Operations
LogisticsChannels
Advertising
Personal Selling
Marketing P.R
Publicity
Sales Promotion
Brand Management
New Product
Development
Packaging
Pricing
M.I.S.Market Research
Intel
Internal Marketing
Marketing
Management
Resources H.R.
ANALYSIS
DEPARTMENTAL
LEVEL
26
28
27 29
30
31
25
18
19
20
21
22
23
24
1
2
3
4
5
6
7
9
10 11
12
14
13
15
1716
8
TACTICAL
LEVELS
Figure 1 Stages in the Planning Process
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Marketing Programs
• Marketing programs generally comprise the following elements:
• Statement of organisational mission/vision goals and objectives.
• Market research findings. This part of the plan focuses on elements such as the target segment and the marketing mix
considerations.
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Marketing Plan Overview
• Title page: title, date and authorship hi
• Executive summary: a very short key points synopsis (key strategy)
• Table of contents: a very detailed road map of the plan
• Organisational mission/goals
• Introduction—situation analysis:
• – background
• – normal forecast
• – opportunities and threats
• – strengths and weaknesses
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Marketing Plan Overview
• Corporate objectives and targets—clear statements of the (SMART) objectives of the plan Marketing objectives and
targets:
• – sales objectives/targets for all value-offering lines
• – sales objectives for strategically critical value offerings
• – sales objectives for all distribution channels
• – sales objectives for sales force
• Sales projections—all value-offering lines:
• – sales projections by geography (division, region, territory)
• Marketing research information
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Marketing Plan Overview
• Segmentation and targeting information Marketing strategy—target segment profiles for all value offerings
• Marketing strategy overview—key performance criteria; key points of importance in formulating strategy
• Marketing mix strategies:
• – brand elements
• – product—(value-offering) line marketing strategies
• Pricing—value-offering line pricing objectives and strategies:
• – prices and price changes for value offering lines
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Marketing Plan Overview
• Channels of distribution—distribution objectives and strategies:
• – description of channels of distribution needed Promotion program:
• – advertising objectives and strategies
• – advertising media program and budget
• – advertising expenditures by month by media
• – advertising agency information
• – sales promotion objectives and strategies
• – sales promotion expenditures by item by month
• – publicity
• – sales program
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Marketing Plan Overview
• Implementation—the action program
• marketing activities timetable:
• – how the plan will be implemented
• – timetable
• Marketing budgets—how the money will be allocated
• Resources
• Marketing personnel
• Controls:
• – How will we measure and assess?
• – How will we make corrections ?
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Marketing Plan Outline Example
• Title Page
• Contents Page
• Executive Summary
• Statement of Goals and Objectives and Purpose
• Mission and Goals
• General Corporate Objectives
• Sales Objectives
• Product Objectives
• Pricing Objectives
• Promotional Objectives
• Distribution Objectives
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Marketing Plan
• Wholesaling
• Strategic Directions - Keys to Success
• Image and Positioning
• Differentiation and Focus
• Situation Analysis
• Internal
• SWOT Analysis
• Product Portfolio (BCG Matrix)
• Human Resources/Training and Development
• External Analysis (PEST/STEEP Analysis)
• Suppliers and Facilitators
• Intermediaries
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Marketing Plan
• Competitive Analysis
• Market Share/Competition
• Market Research
• Target Markets/Target Segment Profiles
• Target Market Segment Strategy
• Overall Marketing Plan Strategy
• Success Factors
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Marketing Plan
• The Marketing Mix
• Product Plan (The Value Offer)
• Pricing Plan
• Promotional (Communicating Value) Plan
• Place/Placement (Distribution Plan – Delivering Value)
• Sales Forecasts
• Measurement and Comparison
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Marketing Plan
• Contingency Planning
• Control and Implementation
• Budgets
• Advertising and Sales Promotion Budget
• Marketing Budget
Title Page Contents PageExecutive
Summary
Statement of
Goals and
Objectives and
Purpose
Mission and
Goals
General
Corporate
Objectives
Sales ObjectivesProduct
Objectives
Pricing
Objectives
Promotional
Objectives
Distribution
ObjectivesWholesaling
Strategic
Directions - Keys
to Success
Image and
Positioning
Differentiation
and Focus
Situation
AnalysisInternal SWOT Analysis
Product Portfolio
(BCG Matrix)
Human
Resources
Training
External Analysis
(PEST/STEEP
Analysis)
Suppliers and
Facilitators
Intermediaries
Competitive
Analysis
Market Share
CompetitionMarket Research
Target
Markets/Target
Segment Profiles
Target Market
Segment Strategy
Overall
Marketing Plan
Strategy
Success FactorsThe Marketing
Mix
Product Plan (The
Value Offer)Pricing Plan
Promotional
(Communicating
Value) Plan
Place/Placement
(Distribution Plan –
Delivering Value)
Sales Forecasts
Measurement
and Comparison
Contingency
Planning
Control and
ImplementationBudgets
Advertising and
Sales Promotion
Budget
Marketing
Budget
Figure 2 Marketing Plan
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Director
Marketing
Executive
Marketing SupportManager Market
Development
Manager Marketing
Information
Manager Product Line
Development
3 x Brand Managers
Internet Sales Manager
Manger Wholesale
Markets
National Retail
Marketing Manager
Divisional
Manager Retail
Area 111 stores
Plus 1 new this year
Manager
International
Development
Divisional
Manager Retail
Area 29 stores
plus 4 new this year
Key Account Manager
Key Account Manager
Proposed
Restructure
New Divisional
Manager Retail
Area 3
Figure 3 Marketing Organisation Chart Example
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• For more information about MAANZ International and articles about Marketing, visit:
• www.marketing.org.au
• http://smartamarketing.wordpress.com
• http://smartamarketing2.wordpress.com
• . http://www.linkedin.com/groups/MAANZ-SmartaMarketing-Group-2650856/about
• Email: [email protected]
• Link to this site - - http://www.slideshare.net/bmonger for further presentations
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