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MARKETING PLAN:
CONTAINS INFORMATION ABOUT ORGANISATIONAL IMPORTANT ELEMENTS
THE SITUATION ANALYSISTHE MARKETING OBJECTIVESTHE MARKETING STRATEGYTHE ACTION PLAN
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THE SITUATIONAL ANALYSIS
ORGANISATIONAL HISTORY AND CURRENT SITUATION IS CONSIDERED
PRODUCTS, SERVICES, SALES, MARKET SHARES, COMPETITIVE POSITION, MARKETS SERVED, DISTRIBUTION SYSTEMS PAST ADVERTISING, STRENGTHS AND WEAKNESSES OF THE COMPANY
IT ALSO INVOLVES RESEARCH ESPECIALLY MARKET ANALYSIS AND CONSUMER BEHAVIOURAL
RESEARCH.
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MARKETING OBJECTIVES
TOTAL SALES VOLUME
SALES VOLUME BY PRODUCTS, MAREKT SEGMENTS, CUSTOMER-TYPE
MARKET SHARE
GROWTH RATE OF SALES VOLUMECONT…..
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MARKETING OBJECTIVES
GROSS PROFIT
PRODUCT LINE –TO ADD OR TO DELETE
DEVELOP PRICING POLICIES
TRAINING FOR SALES PERSONS
SOCIAL OBJECTIVES.
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MARKETING STRATEGY
OBJECTIVES LEAD TO STRATEGIESSTRATEGIES GUIDE US HOW TO ACHIEVE OBJECTIVESSELECT THE TARGET MARKETDETERMINE THE MARKETING MIX FOR THE MARKETPOSITION THE PRODUCT IN EACH MARKET
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BRAND POSITIONING
POSITIONING IS NOT WHAT YOU DO TO THE PRODUCTPOSITIONING IS WHAT YOU DO TO THE MIND OF THE PROSPECT POSITIONING MAY LEAD TO COSMETIC CHANGES IN THE PRODUCT’S NAME, PRICE AND PACKAGING BUT FAR MORE IMPORTANT IS THE PSYCHOLOGICAL POSITIONING OF POTENTIAL PRODUCTSREPOSITIONING OF EXISTING PRODUCTSPRODUCT POSITIONER DOES SOMETHING TO THE PRODUCT, AS WELL AS SOMETHING TO THE MIND.
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MEANING OF PRODUCT POSITIONING
“THE ACT OF DESIGNING THE COMPANY’S OFFER SO THAT IT OCCUPIES A DISTINCT AND VALUED PLACE IN THE MIND OF THE TARGET CUSTOMERS”
= KOTLER.
POSITIONING MAY BE
MARKET POSITIONING
PSYCHOLOGICAL POSITIONING
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MARKET POSITIONING
IT IS A THREE STEP PROCESS :
IDENTIFY MARKET OPPORTUNITIES
SEGMENT THE MARKET AND SELECT THE RIGHT SEGMENT
DEVICE A COMPETITIVE STRATEGY
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PSYCHOLOGICAL POSITIONING
IT GROWS OUT OF MARKET POSITIONING.IT TRIES TO ESTABLISH A DISTINCTIVECORPORATE OR PRODUCT IDENTITY FOR WHICH IT USES TOOLS OF COMMUNICATION SUCH AS ADVERTISING, PUBLIC RELATIONS, POINT OF PURCHASE etc.
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PERCEPTUAL MAPPING FOR POSITIONING
PERCEPTUAL SPACE MAP (PSM) SHOWS THE PERCEIVED RELATIVE POSITIONS OF PRODUCTS ALONGWITH DIFFERENT DIMENSIONS. THE ATTRIBUTES OR DIMENSIONS OF A PRODUCT AREIDENTIFIED BY QUALITATIVE RESEARCH LIKE DEPTHINTERVIEWS.
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ADVERTISING POSITIONING
AN AVERAGE PERSON CAN RARELY NAME MORE THAN SEVEN BRANDS
= GEOGE A. MILLER
ADVERTISING HAS TO ESTABLISH THE BRAND IN A COMMANDING POSITION IN THE MIND SETS OF CONSUMERS
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ADVERTISING POSITIONING
POSITIONING IN THE CONSUMER’S MIND IS THE END PROCESS OF FILTERING INFORMATION ABOUT:THE PRODUCT ATTRIBUTESTHE PACKAGINGTHE PRICETHE IMAGE OF THE PRODUCT CREATED BY ADVERTISING.
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RESEARCH FOR POSITIONING
INVESTIGATE WHAT CONSUMERS DO WITH THEPRODUCTATTITUDINAL INFORMATION SHOULD BE DEVELOPED ACCORDING TO THE PURPOSE FOR WHICH THE BRAND IS USEDTO ASK WHY A PRODUCT IS NOT BEING USEDTO IDENTIFY WHERE THE EXISTING BRANDS AREPLACED IN THE CONSUMER’S MIND
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BRAND PERSONALITY
BRANDS ARE MUCH LIKE PEOPLETHEY HAVE CERTAIN PHYSICAL CHARACTERISTICS, SKILLS AND ABILITIES, CERTAIN ASSOCIATIONS AND ATTITUDESLIKE AN INDIVIDUAL, A BRAND TOO IS A BLEND OF ALL THE ABOVE.
THE BRAND THEREFORE
APPEALS TO SENSES, TO REASON AND TO EMOTIONS.
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POSITIONING OPTIONS
ADVERTISERS CAN CHOOSE TO POSITION A PRODUCT ON ITS
ATTRIBUTES AND BENEFITSBY IDENTIFYING A TARGET MARKET FOR THEMON THE BASIS OF PRODUCT USAGEAGAINST A COMPETITOR OR AS PRODUCT CATEGORY
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DAGMAR APPROACH ACCORDING TO DAGMAR APPROACH, THE
COMMUNICATION TASK OF THE BRAND IS TO GAIN
AWARENESSCOMPREHENSIONCONVICTIONIMAGEACTIONDAGMAR TREATS AN ADVERTISING GOAL AS ACOMMUNICATION TASK, TO BE ACHIEVED AMONG ADEFINED AUDIENCE IN A GIVEN PERIOD OF TIME.
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ADVERTISING STRATEGY
IT COMBINES THE TASK OF SELECTING THE MEDIA AND DESIGNING AN EFFECTIVE MESSAGE TO SEEK THE ANSWERS FOR THE FOLLOWING QUESTIONS
WHAT ARE OUR BUSINESS GOALS ?WHAT KIND OF PEOPLE DO WE NOW SELL TO?WHAT KIND OF PEOPLE SHOULD WE SELL TO?HOW THESE PEOPLE THINK, FEEL , AND BELIEVE OUR COMPETITION? WHICH KEY THOUGHT SHOULD WE PUT INTO THE MINDS OF THOSE PEOPLE TO MAKE THEM FEEL, THINK, DO AND BELIEVE THE WAY WE WANT THEM TO ?
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ALLOCATING FUNDS FOR ADVERTISING( MONEY DRIVES BOTH MARKETING AND ADVERTISING PLANS)
ADVERTISING MUST JUSITFY THE EXPENDITURE IT MAKESADVERTISING IS AN INVESTMENT IN FUTURE SALESIT BUILDS CONSUMER PREFERENCE AND CREATES GOOD WILLCONSUMER’S LOYALTY IS EARNEDADVERTISING HAS A RELATIONSHIP TO SALES AND PROFIT
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ALLOCATING FUNDS FOR ADVERTISING( METHODS TO DETERMINE HOW MUCH TO SPEND ON ADVERTISING )
AFFORDABILITY METHOD
PERCENTAGE-OF-SALES METHOD
COMPETITIVE METHOD
OBJECTIVE AND TASK METHOD
ADDITIONAL METHODS
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ADVERTISING CAMPAIGN
CAMPAIGN IS A MILITARY EXPRESSION
IN ADVERTISING IT IS USED TO MEAN:ORGANISED AND PLANNED USE OF ADVERTISING FOR ACCOMPLISHING A DEFINITE PURPOSE
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WHAT IS AN ADVERTISING CAMPAIGN
A CAMPAIGN IS A
CO-ORDINATIVE EFFORT OF PROMOTION OF A PARTICULAR PRODUCT / SERVICE DURING A PARTICULAR PERIOD OF TIME TO ATTAIN PRE-DECIDED OBJECTIVES
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WHY TO ADVERTISE IN TERMS OF CAMPAIGN?
BUYERS ARE FORGETFUL OF ERRATICALLY APPEARING ADS
DUE TO A CLUTTER OF LARGE NUMBER OF ADS MESSAGES, THEY OVERLOOK
NEW PROSPECTS EMERGE OVER A PERIOD OF TIME
CAMPAIGNS FORCE US TO LOOK ON ADVERTISING EFFORT RETROSPECTIVELY SO AS TO IMPROVE IT
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CAMPAIGN PLANNING
THE DEMOGRAPHIC AND PSYCHOGRAPHIC STUDY OF CONSUMERS CONSTITUTING A MARKET IS A MUST TO CREATE ADVERTISEMENTS FOR THE RIGHT TARGET AUDIENCE WITH THE RIGHT TYPE OF APPEALS
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PARAMETERS GOVERNING THE CAMPAIGNS
THE TOTAL ADVERTISING BUDGETTHE MEDIA AVAILABILITYTHE CONSUMER PROFILETHE PRODUCT PROFILETHE CAMPAIGN’S DURATION AND ITS TIMING
CONT…..
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PARAMETERS GOVERNING THE CAMPAIGNS
THE ADVERTISING AND MARKETING OBJECTIVESTHE DISTRIBUTION CHANNELSTHE MARKETING ENVIRONMENT INCLUDING PRESSURE GROUPS AND COMPETITORSA REVIEW OF PREVIOUS ADVERTISSING / PROMOTIONAL EFFORTTHE CREATIVE CONSIDERATIONTHE NEW PLAN
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WHILE PLANNING AN ADVERTISING CAMPAIGNIDENTIFY THE PROBLEMTHE BUDGETPRE-TESTINGTARGET AUDIENCEMEDIA SELECTIONTHE LAGUAGETHE VISUAL AND THE COPYTIMING AND DURATIONPOST-TESTINGEFFECTS ON SALES
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WHY TO PLAN CAMPAIGNS?
TO DETERMINE THE MARKET AND ITS POTENTIALTO OBTAIN THE CONSUMER PROFILETO STUDY THE CONSUMER PSYCHOLOGYTO KNOW THE FREQUENCY OR SIZE OF BUYINGTO DECIDE ABOUT THE CHANNELS AND THEIR SATISFACTORY OPERATIONTO BRING ABOUT PRODUCT MODIFICATIONTO DETERMINE THE GEOGRAPHICAL SCOPE OF THE CAMPAIGN CONT……
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WHY TO PLAN CAMPAIGNS?
TO DO THE MEDIA PLANNINGTO DEVELOP A CENTRAL / CORE IDEA FOR EFFECTIVE CAMPAIGN PLANNINGTO DETERMINE THE FUNDAMENTAL HUMAN DESIRETO WHICH THE ADVERTISEMENT WILL APPEAL TO DETERMINE THE TYPE OF COPYTO DETERMINE THE SCHEDULING AND SPACE BUYING CONT…….
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WHY TO PLAN CAMPAIGNS?
TO PREPARE THE ACTUAL AD COPIES WITH ADOMINANT CENTRAL IDEATHE PLACEMENT OF THE COPY IN THE MEDIA TO RUN THE CAMPAIGNTO DO THE BUDGETING FOR THE CAMPAIGNTO CO-ORDINATE WITH THE GENERAL ADMINISTRATION, SALES STAFF AND OTHER PROMOTIONAL ACTIVITIES
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BASIS OF CAMPAIGN PLANNING
CONCENTRATIONDOMINATIONREPETITION
SIR WILLIAM CRAWFORD
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THREE PHASES INVOLVED IN THE CREATION OF ANY CAMPAIGN
STRATEGY DEVELOPMENT PHASETHE BRIEFING PHASETHE CREATIVE PHASE
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