Marketing Plan Development Framework

Crowdsourced Business
Presentation Design Service

Market Plan Development
Learn the Marketing Management Process

A marketing plan is a comprehensive blueprint, outlining an organization’s overall
marketing efforts. This document is a guide to developing a comprehensive
marketing plan. Topics includes: Marketing Management Process, Market
Segmentation, Market Analysis, Marketing Programs, Campaigns, Promotional
Methods, Budgeting, and Marketing Plan PowerPoint Templates.
March 24, 2013
ORIGINAL PROJECT DETAILS
http://pptlab.com/ppt/Marketing-Plan-Template-24

PPT Lab (www.pptlab.com) is the only crowdsourced
presentation design service. Get consulting-quality
presentations at a fraction of the cost!
www.PPTLab.com
support@pptlab.com Each month, we will create well over 50 slides of for our members.
As a member, you will drive what business slides we create by
submitting your own presentation projects to our team. All
presentations will be created by a team of management
consultants and follow the Consulting Presentation Framework.

PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 2

Contents

 Executive Summary 4

 Marketing Management Process 10

 Conclusion 52

 Templates 56


Contents

 Executive Summary

 Marketing Management Process

 Conclusion

 Templates


A marketing plan is a comprehensive blueprint, outlining an organization’s
overall marketing efforts
Executive Summary

A marketing plan is a comprehensive blueprint, outlining an organization’s overall marketing efforts. It
can be a part of the company’s business plan. A solid marketing strategy is the foundation of a well-
written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a
sound strategic foundation is of little use.
This document is a guide to developing a comprehensive marketing plan. It touches on the following
topics:
• Goals and Benefits •Marketing Campaigns
• Marketing Management Process •Budgeting
• Market Segmentation •Implementation
• Target Markets •Marketing Plan Pyramid
• Market Analysis •PowerPoint Templates
• Strategy and Tactics
• Marketing Programs
• Promotional Methods


Marketing includes the processes of communicating the value of and
moving of a product to customers
What Is Marketing

Marketing is the sum of all activities involved in the chain of moving
 products from the producer to end-consumer

Marketing includes market research, product strategy, positioning strategy,
 pricing, packaging, distribution, promotion, sales, etc.
THIS IS A PARTIAL PREVIEW
You can download the full document at http://PPTLab.com.
The purpose of market research is to find out who wants or needs your
 PPT Lab is a crowdsourced presentation design service.
product and under what conditions they will buy it

Marketing strategy can then be formulated to (after conducting proper
 market research) meet the needs of the target market


A good marketing plan will achieve all the following goals
Marketing Plan Goals (1 of 2)

 Evaluates firm mission and vision for relevance/currency

 Checks firm strengths and weaknesses

 Checks environmental opportunities and threats

 Focuses on strategic target markets and their http://PPTLab.com.
You can download the full document at underlying needs
PPT Lab is a crowdsourced presentation design service.

 Sets sales and marketing objectives for chosen segments

 Defines strategies, tactics, and programs

 Sets sales and expense budgets


Marketing Plan Goals (2 of 2)

 Assigns marketing functions, responsibilities, and timelines



A marketing plan provides a foundation for an organization as it enters a
competitive market—and facilitates numerous strategic goals
Marketing Plan Benefits

A marketing plan… It facilitates the execution of…

 Provides a stable base from which your
 Increase sales from existing customers
company can enter the competitive market

 Provides organization and coordination of
 Acquisition of new customers
various activities for marketing programs to
work
 Discovering new marketing opportunities
 Facilitates company wide buy-in, participation,
and support can download the full document at http://PPTLab.com.
You
 Adding new strategic partners
 Serves as a benchmark for establishing
concrete objectives, strategies, and tactics

 Adding new sales channels
 Acts as a record for learning

 Minimizes surprises

 Tells everyone where you are going and
prevents second guessing and confusion in
the company


Contents


 Marketing Management Process

 Conclusion

 Templates


The marketing management process follows a 6 step process, starting with
the analysis and identification of target markets…
Marketing Management Process (1 of 2)

1 • Determine the marketing mix (product, pricing, placement, promotion)

Analyze Opportunities • Conduct a SWOT analysis on your firm (firm’s internal strengths and
weaknesses, internal and external environmental factors
• Analyze the industry (where is the industry headed?)

2 • Successful marketing plans begin with market focus
Determine Target Markets • Consider many segments, but only select primary target markets based on both
attractiveness and fit
•
THIS ISThe PARTIAL PREVIEWneed and product offering
A target market defines the market
3 You can download the Your marketing strategy should include:
•
full document at http://PPTLab.com.
• Target
PPT Lab is a crowdsourcedmarket
Design Marketing Strategies
•
presentation design service.
Target market’s needs
• Target market offerings

4 • Tactics should address the questions:
Develop Marketing Tactics • What are you going to offer the target market?
• What and how are you going to tell the target market about this offer?
• How are you going to distribute this offer to the targets?
• What will be your pricing strategy?


… to the implementation of designed marketing programs
Marketing Management Process (2 of 2)

5 • Marketing programs provide the specifics of implementation
Plan Marketing Programs
Analyze Opportunities

6 • The goal of planning is successful implementation
Organize, Implement, and Control • The key to implementation is proper management
• To measure the success of a marketing plan, we need to be able to control and
track the activities and results of those activities


1 4 Develop Marketing
Tactics

2 5
There are countless ways to segment a market Determine Target
Markets
Plan Marketing
Programs

3 Design Marketing 6Organize, Implement,
Market Segmentation Strategies and Control

You can segment by Consumer Markets
Age: under 18, 18-24, 25-34, etc.
Gender: males, females
Income: under $25K, $25-49K, $50K-100K, etc.
Ethnicity: Caucasian, African, Hispanic, Asian, etc.
Purchase history: triers, non-triers, heavy vs. light, etc.

You can segment by Industrial Markets
THIS IS A PARTIAL PREVIEW pads, etc.
Product: PCs, laptops,
Industry: Retail, construction, manufacturing, etc.
Applications: Financial, CAD/CAM, etc.
PPT Lab is a crowdsourced presentation LATAM, EMEA, etc.
Geography: US, design service.
Combinations of the above

You can segment by Horizontal Markets

You can segment by Vertical Markets

In many cases, best way to segment a market is actually by customer need.


1 4
There are many important questions to ask when
Develop Marketing
Tactics

2 5
determining target markets Determine Target
Markets
Plan Marketing
Programs

Market Targeting Key Questions Strategies and Control

 Who are the target markets?

 Where are they?

 Do they have sufficient size?
 What doLab is a crowdsourced presentation design service.
PPT they need?

 How do they buy?

 Can you reach them with your marketing and sales messages?


1 4
There are 7 key components to conducting
Develop Marketing
Tactics

2 5
thorough market analysis Determine Target
Markets
Plan Marketing
Programs

Market Analysis Strategies and Control

Market Analysis includes 7 key components:
MARKET PPT Lab is a crowdsourced presentation design service.
COMPANY NEEDS AND DISTRIBUTION COMPETITIVE COMMUNI- KEYS TO
SEGMENT
ANALYSIS REQUIREMENTS CHANNELS FORCES CATIONS SUCCESS
DEFINITION


1 4
Market Analysis
Develop Marketing
Tactics

2 5
Market Segment Definition Determine Target
Markets
Plan Marketing
Programs

Market Segment Definition Overview Strategies and Control

MARKET
SEGMENT
DEFINITION

• Define the name of the segment
• Define the universe of potential buyers—market potential
• Define growth forecast for total potential customers in the segment
• Define the average transaction value of sale and/or average sales per year


1 4
Market Analysis
Develop Marketing
Tactics

2 5
Company Analysis Determine Target
Markets
Plan Marketing
Programs

Company Analysis Overview Strategies and Control

MARKET
SEGMENT
DEFINITION

• What are your strengths?
• What are your weaknesses?
• What your company’s objectives as they relate to this target market?


1 4
Market Analysis
Develop Marketing
Tactics

2 5
Needs and Requirements Determine Target
Markets
Plan Marketing
Programs

Needs and Requirements Overview Strategies and Control

MARKET
SEGMENT
DEFINITION

• Why does the target market need your product or service?
• What is going to make them buy?


1 4
Market Analysis
Develop Marketing
Tactics

2 5
Distribution Channels Determine Target
Markets
Plan Marketing
Programs

Distribution Channels Overview Strategies and Control

MARKET
SEGMENT
DEFINITION

• Where do the customers go to fill their needs and requirements?
• What is the channel of distribution for this customer segment?
• How are theycan download the segments?
You different than other full document at http://PPTLab.com.


1 4
Market Analysis
Develop Marketing
Tactics

2 5
Competitive Forces Determine Target
Markets
Plan Marketing
Programs

Competitive Forces Overview Strategies and Control

MARKET
SEGMENT
DEFINITION

• What is the buying process for these customers?
• What are the key decision factors that them choose one vendor over another?
• Is it price, service, support,the full document etc.?
You can download availability, quality, at http://PPTLab.com.


1 4
Market Analysis
Develop Marketing
Tactics

2 5
Communications Determine Target
Markets
Plan Marketing
Programs

Communications Overview Strategies and Control

MARKET
SEGMENT
DEFINITION

• Where do members of this segment go for information?
• Where do you send messages so that the right customers will find them?
• How doYou create those messages so that they will generate the right response?
you can download the full document at http://PPTLab.com.
• What kinds of information will be most effective?


1 4
Market Analysis
Develop Marketing
Tactics

2 5
Keys to Success Determine Target
Markets
Plan Marketing
Programs

Keys to Success Overview Strategies and Control

MARKET
SEGMENT
DEFINITION

• Is price more important than features?
• Is ease of installation most important?
• Is ease of conversion and time of full document at http://PPTLab.com.
You can download the conversion most important?
• Is ease of use and learning more important?
• Etc.


1 4
The marketing strategy will determine and drive
Develop Marketing
Tactics

2 5
one or more marketing tactics Determine Target
Markets
Plan Marketing
Programs

Strategies vs. Tactics Strategies and Control

Marketing Strategy vs Marketing Tactic

Theoretical Operational
General
An Execution
Descriptive
vs Prescriptive
Broad
Detailed
Set of Guidelines THIS IS A PARTIAL PREVIEW
Implementation

A marketing strategy is a statement describing the
A marketing tactic sets the offer, the marketing
method of how a marketing objective will be vs message and the way it should be transmitted
achieved

EXAMPLE

• We will grow sales by 5% by expanding the field sales force • We will focus on selling ProductX to existing company
from 20 to 25 accounts by having field sales reps offer free installation
during the 3 month introductory period


1 4
There are many important questions to ask when
Develop Marketing
Tactics

2 5
determining how to position the product Determine Target
Markets
Plan Marketing
Programs

Positioning Key Questions Strategies and Control

 What kind of product is it?

 For whom is the product designed?

 What is the single most important benefit it offers?

 What is its download the full document at http://PPTLab.com.
You can more important competitor?

 How is it different from that competitor?

 What is the customer benefit of that difference?

Strategies begin with market focus—and positioning is critical part of market focus.


1 4
We need to produce a statement describing the
Develop Marketing
Tactics

2 5
method of how an objective is to be achieved Determine Target
Markets
Plan Marketing
Programs

Developing the Strategic Statement / Marketing Objective Strategies and Control

THINGS TO KEEP IN MIND KEY QUESTIONS

 Focus on selected target markets—not all  What is the marketing message?
targets
 How do you send that message to your
 Selected product offerings that appeal to target market?
target market needs
 Where are they, what do they read, watch
 Play to your company strengths—not or listen to and how do they respond?
weaknesses THIS IS A PARTIAL How do you convert your leads to sales?

PREVIEW
 Strategies that aren’t focused won’t work
 How and where do you buy?
 Having tooPPT Lab is a crowdsourced presentation design service.
many target markets is just as
bad as having none

Align your marketing message with your target’s needs.


1 4
This is an example of the marketing objective,
Develop Marketing
Tactics

2 5
along with the strategy and tactics it drives Determine Target
Markets
Plan Marketing
Programs

Example of Objective, Strategy, Tactics Strategies and Control

OBJECTIVE:

Increase revenues by 15%.

STRATEGY TACTICS

 Positioning XYZ as the leading provider of PARTIAL Broaden product/service line matrix to
THIS IS A  PREVIEW
information technology solutions for the include ERP solutions for manufacturers in
discrete and process download the full document $10-15 MM revenue range
You can manufacturing sectors the at http://PPTLab.com.
PPT Lab is a crowdsourced presentation design service. solutions
 Develop PC-based manufacturing
for small manufacturers


1 4
With marketing tactics defined, we need to
Develop Marketing
Tactics

2 5
implement them—with programs Determine Target
Markets
Plan Marketing
Programs

Marketing Program – Overview Strategies and Control

What is a
marketing program?

PPT Lab ismarketing program is presentation design service.
A a crowdsourced
A marketing program
an activity with well- A marketing program
A marketing program generally has a concrete
defined responsibilities, generally has budgeted
implements tactics and measurable outcome
deadlines, and expenses tied to it
in sales units and value
measurable results


1 4
We need what factors influence the marketing
Develop Marketing
Tactics

2 5
communication mix Determine Target
Markets
Plan Marketing
Programs

Key Factors and Constraints Strategies and Control

What are the
key factors influencing
direction and
promotional mix?

PPT Lab is atarget market
What are you trying to The
crowdsourced presentation design service. competition
What is the
The marketing budget
accomplish? analysis doing?

Product? Media cost? Timing?


1 4
Make sure we understand what we are trying to
Develop Marketing
Tactics

2 5
accomplish Determine Target
Markets
Plan Marketing
Programs

Marketing Program Objectives Strategies and Control

What are trying
to accomplish?

PPT Lab is a crowdsourced brand
Increase market Improve
presentation design service.
Improve customer Educate
Generate sales
share image relations customers


1 4
We have 6 common different types of promotional
Develop Marketing
Tactics

2 5
tools at our disposal Determine Target
Markets
Plan Marketing
Programs

Promotional Methods Strategies and Control

There 6 different promotional methods
PPT SALES FORCEScrowdsourced presentation design service. SHOWS AND
Lab is a SALES PROMOTION TRADE
ADVERTISING PUBLIC RELATIONS DIRECT MARKETING
(Personal Selling) (Internal & External) EXHIBITIONS


1 4
Promotional Methods
Develop Marketing
Tactics

2 5
Advertising Determine Target
Markets
Plan Marketing
Programs

Advertising Overview Strategies and Control

SALES FORCES SALES PROMOTION TRADE SHOWS AND

• Advertising is the creation and placement of paid messages to inform potential
customers and solicit sales of your product
• It can be a more long term approach to increasingat http://PPTLab.com.
You can download the full document sales than direct marketing,
sales promotion, or is a crowdsourced presentation design service.
PPT Lab personal selling
• One-way communication vs. two-way communication of personal selling
• It can be effective for wide target markets or narrow niches


1 4
Promotional Methods
Develop Marketing
Tactics

2 5
Sales Forces Determine Target
Markets
Plan Marketing
Programs

Sales Forces Overview Strategies and Control


• Utilizing of a sales force is still the primary method for generating leads, closing
sales, and servicing accounts IS A PARTIAL PREVIEW
THIS
• Face-to-face can downloadsupplemented and/orat http://PPTLab.com.
You selling is being the full document being replaced by telemarketing
• Key issues include:is a crowdsourced presentation design service.
PPT Lab
• Sales force training
• Sales force automation
• Provision of selling aids and materials
• Sales force incentives and compensation


1 4
Promotional Methods
Develop Marketing
Tactics

2 5
Sales Promotion Determine Target
Markets
Plan Marketing
Programs

Sales Promotion Overview Strategies and Control


• Sales promotions supplement advertising, public relations, and personal selling
• External objective: motivate customers to buy
• Internal You can download the force to sell
objective: motivate sales full document at http://PPTLab.com.
• Sales promotions include:
• End consumer examples: banners, aisle displays, samples, calendars, point-of-purchase
displays, coupons, contests, trade shows, video presentations, etc.
• Wholesaler examples: price promotions, promotional allowances, displays, gifts, etc.
• Internal salesperson examples: contests, bonuses, sales aids, trips, merchandise, etc.


1 4
Promotional Methods
Develop Marketing
Tactics

2 5
Public Relations Determine Target
Markets
Plan Marketing
Programs

Public Relations Overview Strategies and Control


• Public relations is what you get others to say about you
• It involves planting commercially significant news in the media
• It is a non-direct message about your company, product, project, or event
• Because it appears written by others, it has great credibility
• The goal of PR is to positively influence the marketplace about your company or
products
• Examples include: sponsoring trade events, speeches, white papers, newsletters,
press releases


1 4
Promotional Methods
Develop Marketing
Tactics

2 5
Direct Marketing Determine Target
Markets
Plan Marketing
Programs

Direct Marketing Overview Strategies and Control


• Direct marketing uses direct mail or email media to generate immediate,
measurable, trackable results IS A PARTIAL PREVIEW
THIS
• It uses marketing downloadto track responses and results at a customer level
You can databases the full document at http://PPTLab.com.
• By using NAICS codesa crowdsourcedallows the placement of service. with
PPT Lab is (formerly NIC), it presentation design messages
highly targeted market segments


1 4
Promotional Methods
Develop Marketing
Tactics

2 5
Trade Shows and Exhibitions Determine Target
Markets
Plan Marketing
Programs

Trade Shows and Exhibitions Overview Strategies and Control


• Trades shows and exhibitions are really a subset of trade promotion
• Still a significantly large part of marketing budgets and still an effective way to
reach your target download the full document at http://PPTLab.com.
You can audience
• Reasons for participation include:
• Connect with key media players and editors
• Evaluate competition
• Talk with customers and prospects
• Sell products


1 4
From promotional methods, we can construct
Develop Marketing
Tactics

2 5
targeted marketing campaigns Determine Target
Markets
Plan Marketing
Programs

Marketing Campaign Strategies and Control

PROMOTIONAL METHODS MARKETING CAMPAIGN

Now that we understand the various ... We can integrate various promotional
promotional tools at our disposal… methods into a cohesive campaign.

SALES FORCES THIS IS A PARTIAL PREVIEW
SALES
ADVERTISING
(Personal Selling) PROMOTION
CAMPAIGN
PUBLIC DIRECT TRADE SHOWS
RELATIONS MARKETING AND EXHIBITIONS

A campaign is a unified group of marketing programs and promotional messages that
embrace one central idea.


1 4
Sales collateral is created to support the
Develop Marketing
Tactics

2 5
marketing campaigns Determine Target
Markets
Plan Marketing
Programs

Sales Collateral Strategies and Control

Sales collateral should be created
to support the campaign launch and
execution. ……………
……………
……………
……………
……………
……………
What is it?
THIS IS A PARTIAL PREVIEWCAMPAIGN
……………
……………
……………
……………
……………
……………
……………
……………
Sales collateral is written ……………
material Yourepresents and
that can download the full document at http://PPTLab.com.
explains your productis a crowdsourced presentation design service.
PPT Lab to potential
customers

The big issue here is consistency—all materials should be designed to maintain the
same look and feel.


Tactics

2 5
We need to define what our marketing budget is Determine Target
Markets
Plan Marketing
Programs

Marketing Budget Strategies and Control

PLAN ACTUAL VARIANCE

1
Expenses X X X%

2
There are 3
Transaction
components to a X X X%
marketing budget (Closes)
3
Revenues X X X%

Each has
3 tracking components

The marketing budget is more than just advertising expensive—it also includes direct
selling, indirect selling, sales promotion, PR, and admin costs.


Tactics

2 5
We need to define what our marketing budget is Determine Target
Markets
Plan Marketing
Programs

Ways to Budget Strategies and Control

There are 2 common ways to determine the marketing budget:

1
You canprograms. Work forward to projected http://PPTLab.com.
From download the full document at leads, closes, and
generated revenues.

2
From revenues. Work backwards to average transaction values,
to closes, to leads, and programs to generate them.


Tactics

2 5
Building budget is a 4-step process Determine Target
Markets
Plan Marketing
Programs

Budgeting Process Strategies and Control

• Straightforward mathematical calculation • What, how, where, and
• Start with revenue objectives—work backwards when?
• Based on inquiry to lead conversion rates • Expenses associated?
• General B-to-B formula • Revenues associated?
• Lead, Prospects, Hot Prospects, Closes

1 2 3 4
Calculation Transaction Calculate Lead Determine Lead
Value THIS IS A PARTIAL PREVIEW
Generation Generation Plan Programs
and Transactions Requirements Tactics
• Revenue by product/product category, by customer
• Most complicated
• Where are the leads going to come from?
• Requires rolling up a product mix and then customer
mix calculation • Trade shows, outbound telemarketing, sales
force, business partners, direct deposit, etc.?
• Good starting point for developing overall budget,
especially if programs and offers are not defined • Existing customers, new customers?

Step 3 is the most important in the process—and it is the basis on
which we allocate budget.


1 4
A good marketing plan should minimally contain
Develop Marketing
Tactics

2 5
the following components Determine Target
Markets
Plan Marketing
Programs

Marketing Plan Components Strategies and Control

 Target market and segment strategies

 Who, how many, where…

 The message

 The offering THIS IS A PARTIAL PREVIEW
 Segment tactics crowdsourced presentation design service.
PPT Lab is a

 Where, how, when to send the message

 Advertisement vs. PR vs. mail, etc.

 Specific programs

 Budgets, milestones, managers, content, media specifics, etc.


1 4
The marketing plan contains the following 7
Develop Marketing
Tactics

2 5
sections Determine Target
Markets
Plan Marketing
Programs

Marketing Plan Outline Strategies and Control


 SWOT analysis and Marketing Objectives

 Target Market Identification/Analysis
MARKETING THIS IS A PARTIAL PREVIEW
PLAN
 Marketing Plans (Strategies, Tactics, Programs)

 Financials (Expense Budget, Lead Generation, Sales
Forecast)

 Organizational Plan

 Critical Issues


1 4
Marketing Plan
Develop Marketing
Tactics

2 5
Executive Summary Determine Target
Markets
Plan Marketing
Programs

Executive Summary Overview Strategies and Control

 Executive Summary • Summarize marketing strategy

 SWOT Analysis and
• Include highlights of expense budget; and
Marketing Objectives lead and sales forecasts
 Target Market • State quantifiable and measurable marketing
MARKETING Identification/Analysis objectives
PLAN
 THIS IS A PARTIAL PREVIEW
Marketing Plans

PPT Lab isFinancials
a crowdsourced presentation design service.

 Critical Issues


1 4
Marketing Plan
Develop Marketing
Tactics

2 5
Target Market Identification/Analysis Determine Target
Markets
Plan Marketing
Programs

Target Market Identification/Analysis Overviews Strategies and Control

 Executive Summary • Summary

 SWOT Analysis and
• Market definition and segmentation
Marketing Objectives
• Segment strategy
 Target Market • Segment analysis:
MARKETING Identification/Analysis
PLAN • Demographics
 THIS IS A PARTIAL PREVIEW
Marketing Plans • Needs and requirements
• Distribution channels
PPT Lab isFinancials
a crowdsourced presentation forces
• Competitive design service.

• Communications
• Keys to success
 Critical Issues


Marketing Plan Development Framework

Marketing Plan Development Framework

Recomendados

Recomendados

Más contenido relacionado

Más de David Tracy

Más de David Tracy (20)

Último

Último (20)

Marketing Plan Development Framework