Marketing Planning

Marketing Planning

July 13, 2009

BrandAmplitude, LLC All Rights Reserved

Presented to Marketing Management class at University of Notre Dame

Carol PhillipsPresident, Brand Amplitude, LLC

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Marketer of the Year 2008

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What is …..

Standard Question

Created using Wordle.net

http://www.systemicmarketing.com/marketing-definitions/

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Rights Reserved


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"Marketing is the process of making selling unnecessary.“

--Jennifer AakerProfessor at Stanford University

www.Twitter.com/Aaker

“Marketing encompasses activities that maximize the

value to the customer and the return on investment when

bringing a product or service to market.“

--Sam DeckerChief Marketing Officer at Bazaarvoice

www.Twitter.com/SamDecker

"Marketing extends from understanding what the

customers need to making sure they get it and are happy with

it.“

--Nigel DessauChief Marketing Officer at AMDwww.Twitter.com/NigelDessau

"Marketing is a set of activities or processes aimed at creating satisfactory exchanges for both

customers and sellers.“

--Harsha GangadharbatlaAssistant Professor at the University of Oregon

www.Twitter.com/GHarsha


Marketing = Process & PurposePurpose + Process


http://www.stanford.edu/

http://www.twitter.com/Aaker

http://www.bazaarvoice.com/

http://www.twitter.com/SamDecker

http://www.amd.com/

http://www.twitter.com/NigelDessau

http://www.uoregon.edu/

http://www.twitter.com/GHarsha

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Marketing is the activity, set of institutions, and processes for

creating, communicating, delivering, and exchanging offerings that have

value for customers, clients, partners, and society at large.


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"Marketing is the process organizations use to create value for their members, customers, donors, and other stakeholders. Effective marketing results in stronger brands. The strength of a brand reflects the quality of its relationships with its stakeholders.

A strong brand can be an organization's most valuable asset. In this way, effective marketing returns measurable value to the organization.“

--Carol PhillipsAdjunct Professor at the University of Notre Dame

www.Twitter.com/Carol_Phillips


http://www.nd.edu/

http://www.twitter.com/Carol_Phillips

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Who Is Responsible for…..


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• Based on mass media advertising and reach– Trust is gained through

familiarity. – A brand is built over a

long time.– Marketing is responsible

for the brand.– Consumers are targets

Old Paradigm New Paradigm

• Based on total customer experience– Trust is gained through

experience. – A brand can be built in a

short period of time.– Everyone in the

company is responsible for the brand.

– Consumers are co-creators

Scope of Marketing is BroadeningChanging Perspective

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http://www.youtube.com/watch?v=gwaX40EnUdM


http://www.youtube.com/watch?v=gwaX40EnUdM

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Procter & Gamble's Jim Stengel described a major cultural shift that is turning the world's largest marketer into a starter of conversations and a solver of consumers' problems rather than a one-way communicator. "It's not about telling and selling," said the chief marketing officer of the company that once lived by that simple mantra. "It's about bringing a relationship mind-set to everything we do."

Stengel Exhorts 4A's: 'It's Not About Telling and Selling'P&G's CMO Ditches Simple Mantra for Dialogue-Driven CommunicationsAdvertising Age, March 01, 2007

Relationships Are Key


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Marketing Activities


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What is it? (Product & Competition)

Who will buy it? (Target & Need)

Why will they buy it? What differentiates it? (Marketing Mix)

What does success look like? (Goals and Objectives, Milestones)

Marketing Planning


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4 P’s = Marketing MixProductPlacePricePromotion


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DIFFERENTIATE OR DIE

(the hardest interview question I ever had)


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Marketing Planning

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Marketing plans set the course

“This is where are going, and this is how we are getting there.”

-J&J executive

“The marketing plan is the road map.”

-Pepsi executive

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Marketing Plans Set The Course


http://images.google.com/imgres?imgurl=http://farm1.static.flickr.com/36/116220689_438039ddb3.jpg&imgrefurl=http://www.flickr.com/photos/b-tal/116220689/&usg=__tvleAq3YhrZuGqsSWoSZjEt11F4=&h=360&w=500&sz=142&hl=en&start=12&um=1&tbnid=d6Cm5w1HhHlZeM:&tbnh=94&tbnw=130&prev=/images%3Fq%3Ddirection%26hl%3Den%26rlz%3D1T4GPMD_enUS307US308%26um%3D1

The sad reality: many marketing plans are terrible

“5% of them are good, most of them suck wind.”

-Eli Lilly executive

“Maybe 20% of companies do it right. Most have absolutely no clue.”

-Gillette executive

“So much of marketing is common sense, but it all goes away when you write marketing plans.”

-Barilla executive

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Most Plans Are Terrible


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The typical marketing plan

Is more than 100 pages long

Begins with a long, detailed situation analysis

Ends with many programs, lots of details, lots of tactics

Is presented in a big meeting with dozens in the audience

Typical Plan


Marketing plans are the bridge between information and action

Data Programs

Insights Tactics

Ideas Initiatives

Analysis Budgets

Marketing

Plan

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Best Plans Bridge Insights to Action


A marketing plan needs to start with clear goals/objectives

• A marketing plans has to start with the goal in mind: what are we trying to achieve?

• Goals should be SMART

– Specific, Measurable, Aggressive, Realistic, Time-specific

• Having too many goals is a problem. Best is to have one or two

• Goals/objectives should tie to the financials of the business

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Start with Objectives


An organization might also have non-financial goals

• Profit results are an important thing, but not the only thing

• Building a strong, enduring business is also critical

• As result, a marketing plan will often have a non-financial objective

– Speaks to how you are going to deliver the profit number– Provides a more robust direction than simply using a financial target

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Non-Financial Goals


Breakthrough Marketing PlansOutline

Executive Summary

State of the Business/SWOT

Goals/Objectives

Strategic Initiatives and Rationale

Tactics and Rationale

Financial Implications

Milestones

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Outline


Focus is critical

“People think focus means saying yes to the thing you’ve got to focus on. But that’s not what it means at all. It means saying no to the 100 other good ideas that there are. You have to pick carefully.

I’m actually as proud of many of the things we haven’t done as the things we have done.”

-Steve Jobs, Apple

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Focus Is Critical


Strategic initiatives are the big moves

• Strategic initiatives are the most important things you need to do in order to deliver the goals/objectives – Usually 3-5 strategies is best

– Too many strategies dilutes focus– Great strategies reflect choices

• Strategic initiatives should convey action…this is what we will actually go and do

– “Increase buying rate with our heavy users.”– “Engage young people, especially college students.”– “Launch new, premium item and drive trial.”

• Successfully executing against the strategic initiatives should deliver the goals/objectives

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Strategic Initiatives


Tactics are the specific actions

• Tactics highlight precisely how the strategic initiative will happen

• Tactical moves include specific action steps

– Pricing changes– Advertising plans – Packaging changes– Product development projects

The 4 Ps

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Tactics = Actions


Three critical insights

1. Marketing plans are recommendations

2. The best marketing plans communicate clearly and persuasively

3. Simplicity is always best

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Three Insights

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Carol [email protected]

269-429-6526


Marketing Planning

Business

Transcript of Marketing Planning