Strategic marketing: marketing planning
What do customers have more: information, more choices, higher expectations, more power, and more
involvement.
What do stakeholders (leveranciers, klanten, werknemers, …) search for: for companies to make a
difference. (Sure, I want to invest in your idea, but what’s in it for me?)
What is important:
1. Marketing planning is important
2. Get your customers involved in your marketing
Vb. Vraag aan je klanen welke reclame ze willen zien (supper bowl)
3. Customers demand transparency
4. You’re going to give value through satisfying your customer needs (ex. Transparancy, involvment,…)
If they received benefits they are willing to pay a price for it
5. Received benefits vs. Perceived total price
People pay (Perceived total price) for the benefits that they find that they get with buying the products
How do you create value dor your customers: by satisfying customers needs
Marketing is all about creating, communicating, delivering, and exchanging offerings that provide value
(marketing gaat om het creëren, communiceren, geven en uitwisselen van offers dat waarde geven aan de
klant)
! Marketing is a promise you make to your customers
Marketing plan
The purpose of marketing planning
Kinds of marketing planning:
1. Strategic planning
= planning that plans for longer than one year
2. Tactical planning
= planning that plans for exactly one year
3. Operational planning
= planning that plans for less than a year
How does a planning help: a structured process helps you identify, assess and select appropriate marketing
opportunities and strategies.
(= een gestructureerd proces helpt u bij het identificeren, beoordelen en selecteren van geschikte
marketingkansen en -strategieën)
What is the purpose of marketing: To provide a framework for guiding the company toward its objectives
(= Een kader bieden om het bedrijf naar zijn doelstellingen te leiden)
Vb. slechte planning: loom bands (alles werd in een korte tijd uitgebracht er was geen LT planning)
Vb. goede planning: lego (brengen nog constant nieuwe dingen uit en blijven vernieuwen) dia 18-27
,Marketing plan contents
Contents of a strategic marketing plan:
1. Executive Summary
2. Current Situation
3. Objectives and Issues
4. Target Market, Customer Analysis and Positioning
5. Marketing Strategy
6. Marketing Programs
7. Financial and Operational Plans
8. Metrics and Implementation Control
Strategic marketing plan in other words:
For what do you have a marketing plan:
1. Provide value
2. Build relationships
3. Make a difference
! Get a fresh perspective by creating a new plan every year, rather than adapting last year’s plan.
, Marketing plan steps
Step 1: research and analyze the current situation
The marketer performs both:
1. External analysis
Involves the understanding of:
1. Demographic
2. Economic
3. Technological
4. Political-Legal
5. Ecological
6. Social-Cultural
7. Competitors
-> DESTEP(C)
2. Internal analysis
= Marketers also assess the firm’s capabilities and the strategies of competitors in order to:
8. Build on strengths, and
9. Exploit competitors’ weaknesses
-> SWOT
Step 2: Understand Markets and Customers
= you need to comprehensive understand your consumers or businesses (uitgebreid begrijpen)
-> de W & H vragen, buying habits, buying patterns, …
Vb. Macdo heft verschillende menu’s in verschillende landen om zo aan de klanten hun behoeften te
voldoen
Step 3: Plan Segmentation, Targeting and Positioning (STP)
Meaning STP:
1. Segmentation: the purpose is to group customers with similar needs, wants, behavior, or attitudes.
2. Targeting: The selection of specific segments for marketing (selecteren segment waarop je gaat
focussen)
3. Positioning: A competitively distinctive place (position) in the mind of the targeted customers (de
plaats dat je inneemt in de klant zijn hoofd)
vb. Dia 39-42
Step 4: Plan Direction, Objectives, and Marketing Support
Meanings:
- Goals: long-term targets (things you want to achieve with your strategic planning)
- Objectives: short-term targets
- Sustainable marketing: Balancing long-term goals with short-term objectives and budget realities.
! Responsible to the larger society.
Step 5: develop marketing strategies and programs
= you use the marketing mix versterkt door service (increasing use of ‘three screens’: tv, cell phone and
computer)
! You need to be consistent with the firm’s overall direction, goals, and strategies.
! Includes the development of strategic alliances with suppliers, partners, and channel partners.
(Omvat de ontwikkeling van strategische allianties met leveranciers, partners en kanaalpartners)
What do customers have more: information, more choices, higher expectations, more power, and more
involvement.
What do stakeholders (leveranciers, klanten, werknemers, …) search for: for companies to make a
difference. (Sure, I want to invest in your idea, but what’s in it for me?)
What is important:
1. Marketing planning is important
2. Get your customers involved in your marketing
Vb. Vraag aan je klanen welke reclame ze willen zien (supper bowl)
3. Customers demand transparency
4. You’re going to give value through satisfying your customer needs (ex. Transparancy, involvment,…)
If they received benefits they are willing to pay a price for it
5. Received benefits vs. Perceived total price
People pay (Perceived total price) for the benefits that they find that they get with buying the products
How do you create value dor your customers: by satisfying customers needs
Marketing is all about creating, communicating, delivering, and exchanging offerings that provide value
(marketing gaat om het creëren, communiceren, geven en uitwisselen van offers dat waarde geven aan de
klant)
! Marketing is a promise you make to your customers
Marketing plan
The purpose of marketing planning
Kinds of marketing planning:
1. Strategic planning
= planning that plans for longer than one year
2. Tactical planning
= planning that plans for exactly one year
3. Operational planning
= planning that plans for less than a year
How does a planning help: a structured process helps you identify, assess and select appropriate marketing
opportunities and strategies.
(= een gestructureerd proces helpt u bij het identificeren, beoordelen en selecteren van geschikte
marketingkansen en -strategieën)
What is the purpose of marketing: To provide a framework for guiding the company toward its objectives
(= Een kader bieden om het bedrijf naar zijn doelstellingen te leiden)
Vb. slechte planning: loom bands (alles werd in een korte tijd uitgebracht er was geen LT planning)
Vb. goede planning: lego (brengen nog constant nieuwe dingen uit en blijven vernieuwen) dia 18-27
,Marketing plan contents
Contents of a strategic marketing plan:
1. Executive Summary
2. Current Situation
3. Objectives and Issues
4. Target Market, Customer Analysis and Positioning
5. Marketing Strategy
6. Marketing Programs
7. Financial and Operational Plans
8. Metrics and Implementation Control
Strategic marketing plan in other words:
For what do you have a marketing plan:
1. Provide value
2. Build relationships
3. Make a difference
! Get a fresh perspective by creating a new plan every year, rather than adapting last year’s plan.
, Marketing plan steps
Step 1: research and analyze the current situation
The marketer performs both:
1. External analysis
Involves the understanding of:
1. Demographic
2. Economic
3. Technological
4. Political-Legal
5. Ecological
6. Social-Cultural
7. Competitors
-> DESTEP(C)
2. Internal analysis
= Marketers also assess the firm’s capabilities and the strategies of competitors in order to:
8. Build on strengths, and
9. Exploit competitors’ weaknesses
-> SWOT
Step 2: Understand Markets and Customers
= you need to comprehensive understand your consumers or businesses (uitgebreid begrijpen)
-> de W & H vragen, buying habits, buying patterns, …
Vb. Macdo heft verschillende menu’s in verschillende landen om zo aan de klanten hun behoeften te
voldoen
Step 3: Plan Segmentation, Targeting and Positioning (STP)
Meaning STP:
1. Segmentation: the purpose is to group customers with similar needs, wants, behavior, or attitudes.
2. Targeting: The selection of specific segments for marketing (selecteren segment waarop je gaat
focussen)
3. Positioning: A competitively distinctive place (position) in the mind of the targeted customers (de
plaats dat je inneemt in de klant zijn hoofd)
vb. Dia 39-42
Step 4: Plan Direction, Objectives, and Marketing Support
Meanings:
- Goals: long-term targets (things you want to achieve with your strategic planning)
- Objectives: short-term targets
- Sustainable marketing: Balancing long-term goals with short-term objectives and budget realities.
! Responsible to the larger society.
Step 5: develop marketing strategies and programs
= you use the marketing mix versterkt door service (increasing use of ‘three screens’: tv, cell phone and
computer)
! You need to be consistent with the firm’s overall direction, goals, and strategies.
! Includes the development of strategic alliances with suppliers, partners, and channel partners.
(Omvat de ontwikkeling van strategische allianties met leveranciers, partners en kanaalpartners)
