Marketing Planning 2000

8/2/2019 Marketing Planning 2000

1/16

Marketing Strategy &

Planning


2/16

Marketing Excellence

Marketing Planning

The end point of a Marketing Plan is

not only better planning. Its about...


3/16

Marketing Excellence

the 22 immutable laws of marketing by Jack Trout, Al Ries

Many people believe that the basic issue in marketing is

convincing customers you have a better product,

that in the long run the best product will win.

Not true Its an Illusion there is no objective reality. The

perception is the reality.

Marketing is a battle of perceptions not products. All that exists in

the world of marketing are perceptions in the mind of customers

Marketing Excellence is ...

Consistently winning the battle of perceptions.


4/16

Is Branding Important?

Products often struggle to demonstrate major differences in

terms of clinical benefits highlighting the need to obtain

greater insight into user perceptions of brands, and

factors motivating them to prescribe

The company that fails to examine and monitor the equity

of its brands in the consistently evolving pharmaceutical

markets, does so at its own peril.

Marketing Managers who dont take account of the

emotional factors in brand choice and prescribing miss

the opportunity to maximize the value of their brands

per David Bayton,

Managing the Equity of Pharmaceuticals


5/16

Product or Customer Focused ?

Segment by products

Scientific focus

Relies on relationships;

Has difficulty disciplining Sales

to provide useful intelligence

Talks about product performance

and sales volume achieved

Knows competitive product

features

Checks Marketing Plan only

when its time for a new version.

Segment by customers

Focus on customer perceptions

Tracks market changes &modifies strategy based onmarket research & systematiccollection of sales reports

Talks about customer needs,

share, uses & segments. Knows competitor strategy,

assumptions, cost & objectives

Uses Marketing Plan tomanage activities

Product Focused Customer Focused


6/16

The Challenges of Branding?

Consumers buy products but they choose brands.

Consumers form relationships with brands, not products,

and not corporations.

The performance of the product, what it does, and how itdoes it, is the core identity of the brand.

But the brand also has a distinctive personality andcharacter that makes an emotional and trust-basedconnection with the consumer and distinguishes it fromcompetitive brands.

Source: Winning with P&G 1999


7/16

Key Elements to Brand Equity

1. The physical element:perceived functionality

relative effectiveness is very important

how well advantages are communicated so that our

customers perceive that we offer superior value

2. The emotional element: developing affinity

nostalgia, pleasant associations

bonding, sharing the users values or perspectives

Trust & Innovation


8/16

Winning the Battle of Perceptions

First, intimately knowing the values and needs of

our customers.

Then ensuring that every element of the marketing

mix is aligned behind creating, delivering andcommunicating the values which will trigger

customers to prescribe your brand over the

competitors.

Effective Brand Marketing Is..


9/16

A Common Branding Process

Understanding

Customer

Perceptions

current

customerbeliefs

Why do they

prescribe

our brand

or our

competitor

brand?What values

do they

assign

each

brand?

1.

Measure &

track

results

How can we

track +

measure

brand

equity

6.

Implement

marketing

mixDefine

ongoing

brand

support

Optimize

commu

nicatio

n roll-

out

5.

Is there a gap

between how

customers

perceive our

brands andthe values

they seek.

If so, develop

optimal

strategy and

positioning to

close this gap.What are possible

customer

reactions to

this

positioning?

-

3.

Design each

element of

marketingmix to

support

strategy &

positioning

What is brandessence?

Key messages?

Images?

4.

Identifying the

customer

value that

will cause

them toprescribe

our brand

What are their

value

drivers?

Defining our

brand?

* what is it?

* what do

we want it

to be?

2.

To be agreed & distributed with Interim TA update (end Feb)


10/16

The Pyramid

Sales

Rep

MarketingBranding Customer

Segmentation

CustomersIncreasing

Competitiveness


11/16

Common Marketing Plan Issues

1. Strategic direction is still vague

2. Roles & responsibilities not yet clarified

3. Process is too complex

4. Process not well linked to Business Plan cycle

5. Planning not yet in the culture,

6. Team cant support all the deliverables

7. Marketing products not driving perceptions

8. Basic marketing processes not optomized.


12/16

Typical Planning Cycle

Mid-July September OctoberTimeline

CorporateMarketing

Engineering

Senior

Management

Overall Corporate Ambition

Link to Company Vision

Top down global sales

Global Marketing Strategy

November

Annual Budget Driven Process

Interim Updates

Final Business PlanApproved

Approve Business

Plan First Draft

3 year sales view

Strategy + Plan Development

Product priorities, launch plans

Pricing, Market Research


Branding, Marcom,


Product priorities, launch plans

Corporate

Sales

Operations

Internal planning

Resource allocation

discussions

Trade-off analysis

Target setting

Targets to Region/Local


13/16

Become much more intimate with customers

Understand customer perceptions & values

Develop and state clear strategies

Create and drive branding platform Set more challenging objectives

Execute more impactful tactics

Understand investment & return trade-off better Improve implementation & follow-up

Improve alignment between marketing & sales

Common Marketing Needs


14/16

Key Elements of Marketing Plan

Performance

Forecast

Performance

management and

contingency plans

Market

product

strategy

Implica-

tions,

Issues& SWOT

Market*

analysis

Competition

analysis

Product

information**

Marketing

mix plan

Pre-launch

marketing

plan

9 chapters

Situation Analysis &

Implications Goals &Strategy Marketing Mix &

Action Plan Performance targets& Control

4 key elements in the marketing

plan


15/16

HR Resource Plan

Solid Results require

strong alignment through organization

Product Developmentplan

M.R. Plan

FinancialPerform. Tracking

Sales plan

CompanyMarketing Plan

Market research plan

Product Devel. Plan

Branding,

Communication Plan

CompanyBusiness Plan

Perform. measures

Activity plan

KeyAccount

Plans

IndividualTerritoryPlans /rep

2

1

Return on Investment

Incentive bonus structures

Global Branding

Business OverviewResource Deployment

Business Tracking

Implementation orientation

Strategic to tactical

Action plans per customer segment


16/16

How Will You Know You

Achieve Marketing Excellence?

You consistently win the battleof perceptions ...

and you are seen externally as aMarketing & Sales powerhouse.

You will have achieved your goal when:

Marketing Planning 2000

Documents

Transcript of Marketing Planning 2000