How to create a Marketing Plan

1. a MARKETING PLAN
For………………
For………………

2. Why?

3. and then what to do: AGENDA
• It comes to implementing the work already done and
check with a marketing plan, indeed, if with :
• Strategic planning and strategic creativity
Planning guidance and detail
• Relationship marketing
• The Marketing Plan
• From strategy to action marketing
we can do it!

4. Planning means:
• Think ahead
• Decide in an integrated way
• Coordinate the different parts of the
Company
• Increase the rationality of conduct
• Check

5. Why plan?
• Make sure that the future is taken
into account
Prepare for the inevitable
Preventing the undesirable
Monitoring the monitorable
Developing the desirable

6. TWO DIMENSIONS
• Planning address
Medium-long time horizon
Medium-
Light planning
“Container” of various operational solutions
Container”
“Lean mktg”: focus on key construction and
distribution of value
• Detailed planning
Short horizon
Details of activities to be done
Constantly revised

7. PLAN ADDRESS
• Contents
Guidelines of conduct strategic marketing
Guidelines competitive behavior
Roadmap
Main roles of responsibility
• Framework
Medium-long time horizon
Document a few pages
Drafting and monitoring of top Mngmt

8. PLAN DETAILS
• Contents
Details of the marketing actions
Identifying responsibility for any action
Details of the planned state
Details of the resources needed
• Framework
Short horizon
Detailed document with continuous updates
Drafting and monitoring of middle Mngmt

9. Mktg PROCESS
Market analysis
Strategy definition
Construction supply
Planning activities
Development of Customers relationship
of

10. SWOT Analysis
• Performance of current marketing
strategies
• Main threats or challenges
• Analysis of opportunities
Strenght and weaknesses
factors Company Comp. A Comp. B

11. Marketing Analysis
• marketing environment
Key Components
Major trends
Analysis of buying behavior
Segment analysis
Strategies of competitors

12. KEY COMPONENTS OF THE
ENVIRONMENT
• Polity
• Economy
• Rules Sectoral trends
• Ecology Institutions and Politics
Suppliers
Economic trends
• Tecnology Producers/Competitors
• Value
Ecology & Environment Facilitators
Influencers
Distributors
Globalization or international context
Customers
Technological development Society and values

13. Trends MARKET
• Market size by volume and value
• Trends: development, stagnation,
decline
• Seasonality (?)
• Product innovations in anticipation
• Evolutionary trend in prices
• Means of communication most used
• Rate of customer loyalty
• What are the products substitutes
• Average life of the products

14. ANALYSIS OF THE BEHAVIOR
OF PURCHASE (or use)
Different roles in the acquisition
Maker, user , influencer, etc..
Purchase Process
Sensitivity to mktg variables
Price, image, service, etc..
• Level of satisfaction-dissatisfaction
• Composition of the purchasing center

15. SEGMENT ANALYSIS
EF PB
Enterprise Features
EF BS PB Benefits Sought
Purchasing Behavior
EF PB
• Measurability, substantiality, accessibility,
Measurability, substantiality, accessibility,
differentials, durability, profitability
• Segment chosen on attractiveness and
competitiveness
• PERSONALIZATION

16. Mktg AUDIT
• Internal - Company position
Strengths and Weaknesses
o Offer - marketing mix
o Marketing organization
o Systems and procedures for marketing
• External - environmental conditions, the
actors
Opportunities and Threats
o Economic Environment
o Market
o Competitors
o “Scarcity” of product?
Scarcity” product?

17. STRUCTURE
Mission
Corporate-
Corporate-level
Service Level Strategic planning
Audit marketing
SWOT analisjs
Level of strategic marketing
Positioning target Planning light
Objectives and Strategies
alternatives marketing mix Expected results
plan
Marketing mix chosen
Budget Level of operational marketing
Planning heavy
Detailed implementation Plan and Organization
Control system

18. Mktg RELATIONAL MODEL
Influencers
Marketing Marketing
influence consultants
Company Marketing deal Customers
Trade Marketing
marketing Retail Internal Marketing
Internal
front-end
marketing
Distributors Employees (?)

19. Mktg PLAN TO OFFER
• Addressed to the final
Customer
• The plan offering the strategic
guidelines
• Specific plans for the tactical
applications
• Planning for mktg mix tools

20. Mktg PLAN TO OFFER
• Product plan
• Sales plan
• Communication Plan
• Budget
• Distribution Plan

21. Mktg Plan of influence
• Identifying target markets
• Analysis of the purchasing process
• Identifying Influencers
• Identification points (moments) of influence
• Building database Influencers
• Analysis process of reporting
Influencers/Customers
• Identification and anticipation of benefits from the
influencers
Direct benefits
Benefits for its Clients
Benefits to their peers

22. TOOLS Mktg OF INFLUENCE
• Advertising
• Internet
 Site dedicated (implementation - disclosure)
Newsletter
Brochure
• PR - events ( fairs, launches, company visits, meetings
with Directorates hotels, influencers, etc..)
• Information materials ( brochures multilingual),
postcards, etc..
• Specific concierge services ( if useful)
• Dinners PR at sporting events etc..
• Fairs

23. TRADE Mktg Plan
• Plan chosen for replacement of the
intermediaries / Influencers
• Definition of trade mktg mix
mix products
service Level
structure prices / margins
collaborative activities
• By type of distribution

24. TRADE Mktg Plan
• Policies to measure store and brand
loyalty
• Construction and operation of a
common information
• Organization for the management of
the Plan
Marketing/Communication & PR Manager
(here I am!!)

25. RETAIL Mktg Plan
(also useful for Exhibitions/Events)
• “In-store” promotion
• Product Layout
• Display, brochure
• atmosphere elements
environment
• Events (agreed with the influencers)
• Published in cooperation – integrated mktg
• sell-out actions
promotions

26. Internal Mktg Plan
• Identification of the internal target
• Internal communication on external
marketing
• Liaison with external relational marketing
plans
Involvement in the process of baking external relational
Reflections on the organization of relational marketing
plans
o Organizational change
o Power and corporate culture
• Accompanying the organization towards
relationship marketing
• Incentive Scheme

27. Mktg Plan
FRONT-END
• Roles of direct relationship
• Reporting procedures
• Content and “tone” of
communications
• Personal Communication Tools
• Shares contact

28. Operational Considerations
• Staff required
• Shares of internal communication
• Research and development
• Production capacity and time
• Logistics and customer service
• Marketing information system

29. Yeah,okay...
but basically what to do?
• Ideas…………..

30. LIKELY PROBLEMS OF
ENFORCEMENT PLAN
• Management supposedly
• Structural contradiction
• Marketing too prolific in relation to the
actual availability of the "product"?
• Systems ritualized or unavailable
• Lack of culture of Customers?
• Lack of informations?

31. OPPOSITION TO FORMAL
PLANNING
• The lack of information
We do not have sufficient information
You cannot (or is impossible) to obtain information
impossible)
• The futility of prediction
Reality continues to change
• The rigidity of the plan
We must increase the flexibility, not the bureaucracy
• The particularity of the situation
• Ours is a special situation, different from other

32. To do this I need:
• Budget and …………

33. Who I am: