C1: Marketing planning:
New urgency, new possibilities
Intro
Examples of failed products/ marketing: (4)
Jupiler Tauro?
A strong beer doesn’t fit in for this brand (a
light, normal beer).
Barbie?
The kids didn’t want a barbie that looked like
them, but the stereotypical one.
Coke?
The Americans felt offended by this
campaign, they thought that the campaign
mocked their taste.
Frosties?
The snack was for adults, but the packaging
made it look like it was for kids.
The marketing plan to provide value, build relationships and make a difference:
1
Strategic Marketing
,Marketing planning: value, purpose, contents
Marketing is everywhere
Businesses must fight to catch the customer’s eye.
Marketing planning is important
Why? (2)
Customers have more information, more choices, higher expectations, more power, and
more involvement.
Stakeholders are looking for companies to make a difference.
Get your customers involved in your marketing
Mouth-to-mouth advertising
Customers demand transparency
What does this mean?
Customers need to know how the company works, by example how ‘green’ they are.
Marketing and value
Received benefits VS perceived total price
Providing value through…?
Satisfying customers’ needs.
Marketing is all about…?
2
Strategic Marketing
, Creating, communicating, delivering, and exchanging offerings that provide value.
Creating value = satisfying customers’ needs
Marketing = a promise
The purpose of Marketing Planning
When is it strategic?
> 1 year.
When is it tactical?
= 1 year.
When is it operational?
< 1 year.
Why is it important to plan?(2)
To provide a framework for guiding the company toward its objectives.
A structured process helps you identify, assess and select appropriate marketing
opportunities and strategies.
Example: LEGO VS LOOM BANDS
Lego is timeless (new designs every year, goes along with trends like movies), loom
bands was a summer trend (dropped all colours at once).
Contents of a marketing plan (8)
I. Executive Summary.
II. Current Situation.
III. Objectives and Issues.
IV. Target Market, Customer Analysis and Positioning.
V. Marketing Strategy.
3
Strategic Marketing
, VI. Marketing Programs.
VII. Financial and Operational Plans.
VIII. Metrics and Implementation Control.
This is how your strategic marketing plan should look like.
In other words:
How to get a fresh perspective?
By creating a new plan every year, rather than adapting last
year’s plan.
Developing a marketing plan
Step 1: Research and analyse the current situation
The marketer performs both: (2)
External analysis
Internal analysis
The external analysis involves the understanding of…? (7)
Demographic Political-legal
Economic Ecological
Technological Social-cultural
Competitors
The internal analysis: marketers also asses the firms’ capabilities and the
strategies of competitors in order to: (2)
Build on strengths, and
exploit competitors’ weaknesses.
Step 2: Understand markets and customers
both consumers or businesses!
Comprehensive understanding is desired: (3)
Buying habits and behaviors
Who?, What?, Where?, When?, Why?, How?
Are buying patterns changing? Why?
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Strategic Marketing
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