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This document discusses marketing plans, including their purpose, time horizons, objectives, and structure. A marketing plan is a written document that outlines marketing guidelines and programs over a planning period. Most marketing plans cover 1-3 years. The objectives of a marketing plan are to define the current business situation, identify problems and opportunities, establish objectives, and define strategies and programs to achieve objectives. The plan should assign responsibility, encourage disciplined thinking, and establish a customer/competitor focus. Common mistakes include moving too fast, collecting too much data, excluding key people, using the wrong structure, and not tying the plan to compensation or using it as a sales document. An effective marketing planning process involves collecting data, analyzing it, developing

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34 views

Chap001 Amp

This document discusses marketing plans, including their purpose, time horizons, objectives, and structure. A marketing plan is a written document that outlines marketing guidelines and programs over a planning period. Most marketing plans cover 1-3 years. The objectives of a marketing plan are to define the current business situation, identify problems and opportunities, establish objectives, and define strategies and programs to achieve objectives. The plan should assign responsibility, encourage disciplined thinking, and establish a customer/competitor focus. Common mistakes include moving too fast, collecting too much data, excluding key people, using the wrong structure, and not tying the plan to compensation or using it as a sales document. An effective marketing planning process involves collecting data, analyzing it, developing

Uploaded by

meeya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 11

Chapter 1

Marketing
Planning

1-1

Marketing Plan
A marketing plan is a written
document containing the guidelines
for the business centers marketing
programs and allocations over the
planning period.

1-2

Time Horizons for Marketing Plans


Time
Period
1 year
3 years
5 years
Long term
Indefinite
Other

Consumer Industrial
Products Products
62%
45%
5
5
15
17
4
3
0
2
14
28

Services
65%
8
3
6
2
16

1-3

Hierarchy of Planning
Corporate
Strategic Planning

Group or Sector
Planning

SBU Planning

Annual Marketing
(Business) Plan

1-4

Objectives of a Marketing Plan


1. Define the current business situation.
2. Define problems and opportunities facing the
business.
3. Establish objectives.
4. Define the strategies and programs necessary
to achieve the objectives.

1-5

Objectives of a Marketing Plan cont.

5. Pinpoint responsibility for achieving


product objectives.
6. Encourage careful and disciplined
thinking.
7. Establish a customer/competitor
orientation.

1-6

Frequent Mistakes in the Planning Process

The speed of the Process


The Amount of Data Collected
Who does the Planning?
The Structure
Length of the Plan

1-7

Frequent Mistakes in the Planning Process (cont)

Number of Courses of Action Considered


Who Sees the Plan
Not Using the Plan as a Sales Document
Insufficient Senior Management Leadership
Not Tying Compensation to Successful
Planning Efforts
Frequency of Planning

1-8

Marketing Planning Sequence


Update
historical
data
Collect
current
situation
data

Data
analysis
Develop
objectives,
strategies,
programs Develop
financial
documents Negotiate
final plan

Measure
progress
toward
objectives

Audit

1-9

Marketing Plan Summary


I. Executive summary
II. Situation analysis
A.
B.
C.
D.
E.

Category/competitor definition
Category analysis
Company and competitor analysis
Customer analysis
Planning assumptions

1-10

Marketing Plan Summary cont.


III. Objectives
IV. Product/brand strategy
V. Supporting marketing programs
VI. Financial documents
VII. Monitors and controls
VIII. Contingency plans
1-11

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