THE MARKETING PLAN

Lindell Phillip Chew

LPC1@umsl.edu

DEVELOPING YOUR MARKETING PLAN FOR

YOUR RESPONSIBILITY AREA

MY MARKETING PLAN

OPPORTUNITYISNOWHERE!!!!!!!!!!!!

Planninga question and answer

process. The market plan asks and

answers the question

"HOW DO WE GET THERE
FROM HERE?" (Just like planning
a family trip/vacation.)
REMEMBER HOW A AAA TRIP
TIX WORKS FOR YOU ON A
VACATION.!!!!!

THE TRIP

WHERE are we new?

WHEN are we leaving?
WHERE should we go?
WHO will do the driving
WHERE have we decided to go?
WHY are we going?
WHAT are the conditions which may affect us? HOW are we
going?
HOW much will the trip cost? HOW will we meet our progress
WHAT is our plan for alternate routes? against our schedule?
(contingency plan)

An OPERATIONAL (ONE YEAR)

MARKETING PLAN..
identifies strategies and
responsibilities for implementing
action programs to achieve desired
results.
(FISCAL YEAR,CALENDAR
YEAR,
NEXT
12
MONTHS)

LENGTH
MARKETING PLANS MAY
ALSO BE INTERMEDIATE (1-5
YEARS) AND LONG RANGE
(STRATEGIC - EXTENDED
BEYOND FIVE YEARS)

AIM - Establishing Objectives

then
Accomplishing Them.
ORGANIZATION .
1. Prepare marketing plan in a loose leaf notebook form.
2. Number all pages.
3. Give date(s): when prepared, time period covered.
4. Identify author(s).
5.Type double spaced with wide margins.
6. Index: Use headings and subheadings liberally and divide
with tabs.

Plan should be comprehensive

but not complicated.

CONTENTS
1.Plan should be COMPREHENSIVE but NOT
complicated.
2. Persons not involved in the authorship SHOULD
be able to follow the planning logic and readily
ascertain their responsibilities.
There are SIX steps in developing an operational
marketing plan.

WELCOME ABOARD

Six steps in developing an

operational marketing plan.

There are six steps in developing an operational

marketing plan.

1. PREPARE COMPREHENSIVE FACT BASE

2. LIST PROBLEMS AND OPPORTUNITIES
3. STATE SPECIFIC OBJECTIVES
(FIRST STATE YOUR ASSUMPTIONS)
4. DEVELOP STRATEGY
5. ESTABLISH BUDGET
6. PROJECT SALES AND PROFIT

YOU FIRST AIM AT

ESTABLISHING YOUR
OBJECTIVES AND THEN AT
ACCOMPLISHING THEM!!!!

Detailing the six steps

1. PREPARE COMPREHENSIVE
FACT BASE

*1ST.... GENERAL BUSINESS

PURPOSE

WE ARE IN THE BUSINESS TO

CREATE AND SERVICE OUR
CLIENTS
WE
THIS PLAN COVERS.

1.PREPARE COMPREHENSIVE
FACT BASE

*1ST.... GENERAL BUSINESS PURPOSE

SALES
MARKETS
TRENDS
PRODUCTS, SERVICES
COMPETITION
DELIVERY INVENTORY
DISTRIBUTION, SALES FORCE
CUSTOMER AITITUDES
CUSTOMER COMMUNICATIONS

1.PREPARE COMPREHENSIVE
FACT BASE

SALES and PROFITS

12 MONTHS RUNNING
3-5 YEARS

1.PREPARE COMPREHENSIVE
FACT BASE

MARKETS

TRENDS
PRODUCTS, SERVICES

1.PREPARE COMPREHENSIVE
FACT BASE
COMPETITION
The competitive landscape

Provide an overview of product competitors,

their strengths and weaknesses
Position each competitors product against
new product

1.PREPARE COMPREHENSIVE
FACT BASE
DELIVERY INVENTORY
DISTRIBUTION, SALES FORCE
CUSTOMER ATTITUDES
CUSTOMER COMMUNICATIONS

2. LIST PROBLEMS AND

OPPORTUNITIES
+++++++++++ ---------------------

2. LIST PROBLEMS AND

OPPORTUNITIES

IDENTIFY PROBLEMS .HURDLES

DEVIATIONS FROM ANTICIPATED

DETERENTS TO THE SMOOTH
OBSTACLES TO GOALS

IDENTIFY PROBLEMS

DEVIATIONS FROM
ANTICIPATED
DETERENTS TO THE
SMOOTH
OBSTACLES TO GOALS

PROBLEMS
PROBLEM VS SYMPTOM
INDUSTRY & COMPANY
*SOLVABLE
SOLVING
PROBLEMS NO CONTROL

ANALYZE
2. LIST PROBLEMS AND
OPPORTUNITIES (CONT.)

OPPORTUNITIES - EXPLOITABLES
WHAT IS ......

WHERE TO LOOK

3. STATE SPECIFIC
OBJECTIVES

3. STATE SPECIFICS
OBJECTIVES

FIRST.STATE YOUR
ASSUMPTIONS
3. STATE SPECIFIC OBJECTIVES

FIRST STATE YOUR ASSUMPTIONS

3. STATE SPECIFIC
OBJECTIVES
--*STATE THEM
CATEGORIZE
BE SPECIFIC
TYPICAL CONCERNS

FORMULATE OBJECTIVES
* SPECIFIC
* QUANTIFY

Success Metrics
First year goals
Additional year goals
Measures of success/failure
Requirements for success

4. DEVELOP STRATEGY

SPECIFIC ACTIVITIES
YOUR CALL TO ACTION
RESPONSIBITY ASSIGNMENTS
DEADLINES
PRIORITIES
RESOURCES

ELEMENTS
1. MARKET TARGETS
2. THE MARKETING MIX
(THE 5 PS)

PRICE
PRODUCT
PLACE
PROMOTION
POLITICS

THE MARKETING MIX

(THE 5 PS)

PRICE
PRODUCT
PLACE
PROMOTION
POLITICS

Product Positioning
Positioning of product or service

Statement that distinctly defines

the product in its market and

against its competition over time
Consumer promise
Statement summarizing the
benefit of the product or service to
the consumer

Product Packaging &

Fulfillment
Product packaging
Discuss form-factor, pricing, look,
strategy
Discuss fulfillment issues for items
not shipped directly with product
COGs
Summarize Cost of Goods and highlevel Bill of Materials

Promotional (Communication)
Strategies
Messaging by

audience
Target consumer
demographics

Product Launch Strategies

Launch plan
If product is being announced
Promotion budget
Supply back up material with
detailed budget information for
review
PHASES 1, 2, 3,4

Public Relations
Strategy & execution
PR strategies

PR plan highlights

Have backup PR plan

including editorial calendars,

speaking engagements,
conference schedules, etc.

Advertising
Strategy & execution
Overview of strategy
Overview of media &

timing
Overview of ad spending

Other Promotion

Direct marketing
Overview of strategy, vehicles &
timing
Overview of response targets, goals
& budget
Third-party marketing
Co-marketing arrangements with
other companies
Marketing programs
Other promotional programs

Pricing
Pricing

Summarize specific pricing or

pricing strategies
Compare to similar products
Policies
Summarize policy relevant to
understanding key pricing
issues

Place-Distribution
Distribution strategy
Channels of distribution
Summarize channels of
distribution
Distribution by channel
Show plan of what percent share of
distribution will be contributed by
each channel -- a pie chart might be
helpful

Vertical Markets/Segments

Vertical market opportunities

Discuss specific market segment
opportunities
Address distribution strategies for
those markets or segments
Address use of third-party partner
role in distribution to vertical
markets

International

International distribution
Address distribution strategies
Discuss issues specific to international
distribution
International pricing strategy
Localization issues
Highlight requirements for local
product variations

Product Schedule
12-month schedule highlights
Timing
Isolate timing dependencies

critical to success

STRATEGY ANALYSIS AND

EVALUATION
1. INTERNAL COMPATIBILITY
2. EXTERNAL COMPATIBILITY
3. RESOURCE AVAILABILITY
4. RISK FACTOR

MOVINGAHEAD.

$$$$$$$
YOU FIRST AIM AT
ESTABLISHING YOUR
OBJECTIVES AND THEN AT
ACCOMPLISHING THEM!!!!

STRATEGY (CONT)

THREE MUSTS

* MEET DEADLINES
* CONTROL PERFORMANCE
*ALLOCATE RESOURCES

STRATEGY MUST CALL FOR

IMMEDIATE ACTION.
OTHERWISE IT IS ONLY A
STATEMENT OF INTENT.

*DEVELOP ALTERNATIVE
STRATEGIES
FUNCTIONAL
INTERDEPENDENCE

5. ESTABLISH BUDGET

$$$$$$$$$$$$,RESOURCES & TIME!!!!!!!!

BUDGET FOLLOWS STRATEGY

BUDGET FOLLOWS STRATEGY

MARKETING COSTS
order getting, filing
ESTABLISH
mechanical,
task & objective,
cooperative

BUDGET (CONT)
DECISIONS,,, MONEY$$$$$$$$$???????
ORGANIZE by MARKETING FUNCTION
VERSATILITY and CONTROL
EXERCISING CONTROL IS MANAGING

6. PROJECT SALES AND

PROFIT
FORECAST
CONTROL UNITS
major and sub control units

IMPLEMENT IMMEDIATELY

REVIEW YOUR MARKETING PLAN AT

LEAST MONTHLY!!!! $$$$$$$$$$$$$$$

OPPORTUNITYISNOWHERE!
!!!!!!!!!!!!!!!

THIS CONCLUDES MY PRESENTATION

GO FOR IT

THE MARKETING PLAN

Lindell Phillip Chew
LPC1@umsl.edu

YOU FIRST AIM AT ESTABLISHING YOUR

OBJECTIVES AND THEN AT ACCOMPLISHING
THEM!!!!

1. PREPARE COMPREHENSIVE FACT BASE

2. LIST PROBLEMS AND OPPORTUNITIES
3. STATE SPECIFIC OBJECTIVES (FIRST STATE YOUR ASSUMPTIONS)
4. DEVELOP STRATEGY
5. ESTABLISH BUDGET
6. PROJECT SALES AND PROFIT