Marketing Plan Development Framework

Crowdsourced Business
Presentation Design Service
Marketing Plan Development
Learn the Marketing Management Process
February 25, 2014
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.
ORIGINAL PROJECT DETAILS
http://pptlab.com/ppt/Marketing-Plan-Template-24

PPT Lab (www.PPTLab.com) – Crowdsourced Business Presentation Design Service 4
Contents
Conclusion
Templates
Marketing Management Process
Executive Summary
This document is a partial preview. Full document download can be found on Flevy:
http://flevy.com/browse/document/marketing-plan-development-framework-174

A good marketing plan will achieve all the following goals
Marketing Plan Goals (1 of 2)
Sets sales and expense budgets
Defines strategies, tactics, and programs
Sets sales and marketing objectives for chosen segments
Focuses on strategic target markets and their underlying needs
Checks environmental opportunities and threats
Checks firm strengths and weaknesses
Evaluates firm mission and vision for relevance/currency

Contents
Conclusion
Templates
Marketing Management Process
Executive Summary

There are countless ways to segment a market
Market Segmentation
Analyze Opportunities
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
Organize, Implement,
and Control
6
In many cases, best way to segment a market is actually by customer need.
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.
Product: PCs, laptops, pads, etc.
Industry: Retail, construction, manufacturing, etc.
Applications: Financial, CAD/CAM, etc.
Geography: US, LATAM, EMEA, etc.
Combinations of the above
You can segment by Horizontal Markets
You can segment by Vertical Markets
You can segment by Consumer Markets
You can segment by Industrial Markets

Market Analysis
Market Segment Definition
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
MARKET
SEGMENT
DEFINITION
COMPANY
ANALYSIS
NEEDS AND
REQUIREMENTS
DISTRIBUTION
CHANNELS
COMPETITIVE
FORCES
COMMUNI-
CATIONS
KEYS TO
SUCCESS
• 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
Market Segment Definition Overview

Market Analysis
Distribution Channels
Distribution Channels Overview
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
MARKET
SEGMENT
DEFINITION
COMPANY
ANALYSIS
NEEDS AND
REQUIREMENTS
DISTRIBUTION
CHANNELS
COMPETITIVE
FORCES
COMMUNI-
CATIONS
KEYS TO
SUCCESS
• Where do the customers go to fill their needs and requirements?
• What is the channel of distribution for this customer segment?
• How are they different than other segments?

Market Analysis
Keys to Success
Keys to Success Overview
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
MARKET
SEGMENT
DEFINITION
COMPANY
ANALYSIS
NEEDS AND
REQUIREMENTS
DISTRIBUTION
CHANNELS
COMPETITIVE
FORCES
COMMUNI-
CATIONS
KEYS TO
SUCCESS
• Is price more important than features?
• Is ease of installation most important?
• Is ease of conversion and time of conversion most important?
• Is ease of use and learning more important?
• Etc.

We need to produce a statement describing the
method of how an objective is to be achieved
Developing the Strategic Statement / Marketing Objective
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
Align your marketing message with your target’s needs.
Focus on selected target markets—not all
targets
Selected product offerings that appeal to
target market needs
Play to your company strengths—not
weaknesses
Strategies that aren’t focused won’t work
Having too many target markets is just as
bad as having none
THINGS TO KEEP IN MIND
What is the marketing message?
How do you send that message to your
target market?
Where are they, what do they read, watch
or listen to and how do they respond?
How do you convert your leads to sales?
How and where do you buy?
KEY QUESTIONS

We need what factors influence the marketing
communication mix
Key Factors and Constraints
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
What are the
key factors influencing
direction and
promotional mix?
Product? Media cost? Timing?
What are you trying to
accomplish?
The target market
analysis
The marketing budget
What is the competition
doing?

Promotional Methods
Advertising
Advertising Overview
• 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 increasing sales than direct marketing,
sales promotion, or personal selling
• One-way communication vs. two-way communication of personal selling
• It can be effective for wide target markets or narrow niches
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
ADVERTISING
SALES FORCES
(Personal Selling)
SALES PROMOTION
(Internal & External)
PUBLIC RELATIONS DIRECT MARKETING
TRADE SHOWS AND
EXHIBITIONS

Promotional Methods
Public Relations
Public Relations Overview
• 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
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
ADVERTISING
SALES FORCES
(Personal Selling)
SALES PROMOTION
(Internal & External)
PUBLIC RELATIONS DIRECT MARKETING
TRADE SHOWS AND
EXHIBITIONS

From promotional methods, we can construct
targeted marketing campaigns
Marketing Campaign
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
ADVERTISING
SALES FORCES
(Personal Selling)
SALES
PROMOTION
PUBLIC
RELATIONS
DIRECT
MARKETING
TRADE SHOWS
AND EXHIBITIONS
A campaign is a unified group of marketing programs and promotional messages that
embrace one central idea.
PROMOTIONAL METHODS MARKETING CAMPAIGN
Now that we understand the various
promotional tools at our disposal…
... We can integrate various promotional
methods into a cohesive campaign.
CAMPAIGN

We need to define what our marketing budget is
Ways to Budget
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
From programs. Work forward to projected leads, closes, and
generated revenues.
1
From revenues. Work backwards to average transaction values,
to closes, to leads, and programs to generate them.
2
There are 2 common ways to determine the marketing budget:

The marketing plan contains the following 7
sections
Marketing Plan Outline
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
MARKETING
PLAN
Critical Issues
Organizational Plan
Target Market Identification/Analysis
Marketing Plans (Strategies, Tactics, Programs)
Financials (Expense Budget, Lead Generation, Sales
Forecast)
SWOT analysis and Marketing Objectives
Executive Summary

Marketing Plan
Target Market Identification/Analysis
Target Market Identification/Analysis Overviews
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
MARKETING
PLAN
Critical Issues
Organizational Plan
Target Market
Identification/Analysis
Marketing Plans
Financials
SWOT Analysis and
Marketing Objectives
Executive Summary • Summary
• Market definition and segmentation
• Segment strategy
• Segment analysis:
• Demographics
• Needs and requirements
• Distribution channels
• Competitive forces
• Communications
• Keys to success

Marketing Plan
Organizational Plan
Organizational Plan Overview
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
MARKETING
PLAN
Critical Issues
Organizational Plan
Target Market
Identification/Analysis
Marketing Plans
Financials
SWOT Analysis and
Marketing Objectives
Executive Summary • Cover organizational structure required to
meet objectives
• Indentify personnel and training requirements
• Cover related expense budgets and sales
quotas

For implementation success, the plan should
be simple, specific, realistic, and comprehensive
Implementation (2 of 2)
1
Determine Target
Markets
2
Develop Marketing
Tactics
4
Design Marketing
Strategies
3
Plan Marketing
Programs
5
and Control
6
Key factors that will determine the
level of implementation…
Is the plan comprehensive
Is the plan realistic?
Is the plan specific
Is the plan simple?
Keys to implementation…
Tracking and follow-through
Ownership
Realism

Tactics and programs can support multiple segments
The Marketing Plan Pyramid
Market Segment 1 Market Segment 2
TACTIC TACTIC
TACTIC
PROGRAMPROGRAM
PROGRAM
PROGRAM
TACTIC

Insert Headline
Objective, Strategy, Tactics – TEMPLATE
OBJECTIVE:
<Objective Statement>
Filler text
STRATEGY
Filler text
TACTICS

Insert Headline
Promotional Methods – TEMPLATE
DETAILS
Programs
Advertising
• Filler text
Sales Forces
• Filler text
Sales Promotion
• Filler text
Public Relations
• Filler text
Direct Marketing
• Filler text
Trade Shows and
Exhibitions
• Filler text
PROMOTIONAL METHOD

1
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