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UNC-Chapel Hill JOMC 170 - Marketing The Planning Process

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Marketing The Planning Process Introduction Planning The Planning Process Generally plans cover at least four areas Marketing Objective and Strategy The 5 Ps Advertising Objective and Strategy Creative Strategy The Advertising Message Media Objective and Media Strategy Other Plans and Strategies Sales Promotion PR etc Introduction Planning The Planning Process This approach isn t for everybody Generally this approach is right for a consumer oriented marketer For example a small industrial firm might emphasize other things such as Trade Shows Their own Sales Force or Sales Reps Current Customer Relationships And also do some Trade Advertising However the underlying principles apply Introduction Planning A Ten Part Process Evaluation 1 Situation Analysis 2 Research 3 Problems Opportunities Goal Setting 4 Marketing Objective 5 Budget And then Introduction Planning A Ten Part Process Building the Plan 6 Strategies 7 Advertising Creative 8 Media 9 Sales Promotion Other appropriate IMC plans and strategies 10 Evaluation Now let s go step by step 1 Situation Analysis Planning Also called Background Review It s a Summation of current knowledge Current Users Seasonality Geography Creative Requirements Purchase Cycle Competitive Review And anything else that might help you understand your situation 2 Research Planning You do Secondary Research first You do Primary Research second Research is usually in these three areas Target Audience Improve Understanding Gain Insight Factors That Motivate Purchase Behavior Improve Effectiveness Gain Insight Unique Brand Characteristics Look for key point of difference 2 Research Planning Research Techniques Qualitative Research Focus groups One on one interviews Quantitative Research Surveys Observation Experiments When preparing The Research Plan Be sure to know what you re looking for 3 Problems Opportunities Planning Also known as a SWOT Analysis Strengths Weaknesses Opportunities Threats For every problem there is an opportunity Understanding problems is a critical skill Identify the right problem and you re on the road to the solution And whatever you do Don t solve the wrong problem 4 The Objective Planning The Marketing Objective is a number It is the goal of your marketing activities Usually it is a sales or volume goal It may be difficult to get to but the final answer is simple and measurable 5 The Budget Planning Determining a budget usually involves asking two very important questions How much will it take How much do we have Here are ways marketers work to develop good answers to those questions 5 The Budget Planning Budgeting Methods Historical expenditures A to S ratio Advertising to sales ratio Elements of the budget Advertising Media and Production Sales promotion may include discounts PR and Event marketing All other 6 Strategies Planning Marketing Strategies state how you will fulfill the Objective The Marketing Strategies become discipline specific objectives for Advertising Creative Advertising Media Sales Promotion and Public Relations 7 Advertising Creative Planning Creating The Advertising Message A Sample Creative Strategy Template To convince Target Audience To use Brand Product Instead of Competition Factors that influence Because purchase behavior Target Audience Insight 7 Advertising Creative Planning Creating The Advertising Message A Sample Creative Strategy To convince Adults 35 54 To buy Volkswagen Instead of Other cars Volkswagen will last Because a long time 7 Advertising Creative Planning Creating The Advertising Message To convince To buy Instead of Because Adults 35 54 Volkswagen Other cars Volkswagen will last a long time 8 Advertising Media Planning Media Objectives usually include Target Audience Geography Seasonality Reach or Frequency objective The Media Plan will work to achieve those objectives in the most efficient way 8 Advertising Media Planning A Media Flow Chart can help you visualize the Media Plan Put a calendar time line across the top Place the media down the side 8 Advertising Media Planning A Media Flow Chart can help you visualize the Media Plan Put a calendar time line across the top Place the media down the side 9 Sales Promotion PR Planning Sales Promotion Consumer Promotion Win Free Save Sweepstakes Contests Added Value Extras Bonus Packs Coupons Savings Rebates Trade Promotion Allowances Other Payments Incentives Events Sales Contests 9 Sales Promotion PR Planning Public Relations Product Publicity Opportunities 3rd Party Endorsements Influencers columnists talk show hosts etc Press Relations Other Strategic Publicity May also include Event Marketing 10 Evaluation Planning It starts and ends with Research Methods for evaluating the plan Input learning for next year s plan Methods include Tracking studies Attitude usage and awareness studies Creative Recall Persuasion


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