Inhoud
Chapter 1 : Marketing Planning: New Urgency, New Possibilities .......................................................... 2
Chapter 2: analysing the current situation.............................................................................................. 8
Chapter 3: understanding markets and customers ............................................................................... 15
Chapter 4: planning segmentation, targeting, and positioning ............................................................ 18
Chapter 5: planning direction, objectives and marketing support ....................................................... 22
Chapter 6: developing product and brand strategy .............................................................................. 25
Chapter 7: planning pricing strategy ..................................................................................................... 28
Chapter 8: developing channel and logistics strategy ........................................................................... 33
Chapter 9: developing marketing communication................................................................................ 35
Chapter 10: planning metrics and implementation control .................................................................. 40
Examen .................................................................................................................................................. 44
1
, SV: STRATEGIC MARKETING
Chapter 1 : Marketing Planning: New Urgency, New Possibilities
If you fail to plan, You plan to fail, You don’t win silver. You lose gold. NIKE
• Jupiler tauro: launched as a stronger beer → didn’t work
• Coca-cola vs pesi
• Barbie
• Frosties: wrong target group
Marketing is everywhere
Chapter 1:
• Marketing planning; value, purpose, contents.
• Developing a marketing plan
• Preparing for a marketing plan
1. Marketing planning; value, purpose, contents.
Get your customers involved in your marketing
Ex: doritos: customer involvement, co-creatie, superbowl
More purchasing power, better informed
2
,Marketing and Value
The difference between the perceived benefits a customer receives and the perceived total price the
customer pays
Providing value through satisfying customers’ needs
Marketing is all about creating, communicating, delivering and exchanging
offerings that provide value
• Are the benefits waying up to the price
• Are the products satisfying
• Ex: apple
Customers demand transparency
Received benefits vs. Perceived total price: verhouding in het hoofd van de klant
Customers want to know what the company stands for, what their purpose is (open & honest)
Stealth marketing, value, purpose, importance of privacy
Ex: apple, globetrotter: people buy faster when they can try it
The Purpose of Marketing Planning
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.
How to provide value to customers, the organization and key stakeholders
Strategic > 1 year
Tactical = 1 year
Operational < 1 year
• lego: everybody knows and plays with it, exist very long → made boxes for girls
o Starwars, Indiane Jones,…
o Belevenis (beurzen, winkels)
• koolbandz & loombands: was a short trend, because they launched all the colours at the
beginning instead of building up
3
, Contents of a Marketing Plan
1. Executive Summary.
a. The first page, not an introduction!!, een opsomming van het belangrijkste voor de
managers → wat is het probleem, de oplossing & de kosten
2. Current Situation.
a. SWOT
3. Objectives and Issues.
a. Financial, marketing, societal
4. Target Market, Customer Analysis and Positioning.
a. STP
5. Marketing Strategy.
a. Overall strategy for achieving objectives
6. Marketing Programs.
a. Product, pricing, place, promotion, service, internal marketing
7. Financial and Operational Plans.
a. Projected budgets, expected revenues & profits
8. Metrics and Implementation Control.
Get a fresh perspective by creating a new plan every year, rather than adapting last year’s plan.
2. Developing a marketing plan
Step 1: Research and Analyze the Current Situation
The marketer performs both:
• External analysis:
o Involves the understanding of :
o Demographic
o Economic
o Technological
o Political-Legal
o Ecological
4
Chapter 1 : Marketing Planning: New Urgency, New Possibilities .......................................................... 2
Chapter 2: analysing the current situation.............................................................................................. 8
Chapter 3: understanding markets and customers ............................................................................... 15
Chapter 4: planning segmentation, targeting, and positioning ............................................................ 18
Chapter 5: planning direction, objectives and marketing support ....................................................... 22
Chapter 6: developing product and brand strategy .............................................................................. 25
Chapter 7: planning pricing strategy ..................................................................................................... 28
Chapter 8: developing channel and logistics strategy ........................................................................... 33
Chapter 9: developing marketing communication................................................................................ 35
Chapter 10: planning metrics and implementation control .................................................................. 40
Examen .................................................................................................................................................. 44
1
, SV: STRATEGIC MARKETING
Chapter 1 : Marketing Planning: New Urgency, New Possibilities
If you fail to plan, You plan to fail, You don’t win silver. You lose gold. NIKE
• Jupiler tauro: launched as a stronger beer → didn’t work
• Coca-cola vs pesi
• Barbie
• Frosties: wrong target group
Marketing is everywhere
Chapter 1:
• Marketing planning; value, purpose, contents.
• Developing a marketing plan
• Preparing for a marketing plan
1. Marketing planning; value, purpose, contents.
Get your customers involved in your marketing
Ex: doritos: customer involvement, co-creatie, superbowl
More purchasing power, better informed
2
,Marketing and Value
The difference between the perceived benefits a customer receives and the perceived total price the
customer pays
Providing value through satisfying customers’ needs
Marketing is all about creating, communicating, delivering and exchanging
offerings that provide value
• Are the benefits waying up to the price
• Are the products satisfying
• Ex: apple
Customers demand transparency
Received benefits vs. Perceived total price: verhouding in het hoofd van de klant
Customers want to know what the company stands for, what their purpose is (open & honest)
Stealth marketing, value, purpose, importance of privacy
Ex: apple, globetrotter: people buy faster when they can try it
The Purpose of Marketing Planning
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.
How to provide value to customers, the organization and key stakeholders
Strategic > 1 year
Tactical = 1 year
Operational < 1 year
• lego: everybody knows and plays with it, exist very long → made boxes for girls
o Starwars, Indiane Jones,…
o Belevenis (beurzen, winkels)
• koolbandz & loombands: was a short trend, because they launched all the colours at the
beginning instead of building up
3
, Contents of a Marketing Plan
1. Executive Summary.
a. The first page, not an introduction!!, een opsomming van het belangrijkste voor de
managers → wat is het probleem, de oplossing & de kosten
2. Current Situation.
a. SWOT
3. Objectives and Issues.
a. Financial, marketing, societal
4. Target Market, Customer Analysis and Positioning.
a. STP
5. Marketing Strategy.
a. Overall strategy for achieving objectives
6. Marketing Programs.
a. Product, pricing, place, promotion, service, internal marketing
7. Financial and Operational Plans.
a. Projected budgets, expected revenues & profits
8. Metrics and Implementation Control.
Get a fresh perspective by creating a new plan every year, rather than adapting last year’s plan.
2. Developing a marketing plan
Step 1: Research and Analyze the Current Situation
The marketer performs both:
• External analysis:
o Involves the understanding of :
o Demographic
o Economic
o Technological
o Political-Legal
o Ecological
4
