1
, Inhoud
Chapter 1: Marketing planning: new urgency, new possibilities ............................................... 4
1. Marketing planning: value, purpose, contents ....................................................................................4
2. Developing a marketing plan ................................................................................................................6
3. Preparing for a marketing plan.............................................................................................................8
Chapter 2: Analysing the current situation ................................................................................ 9
1. Macro-environmental factors ..............................................................................................................9
2. Micro-environmental factors ...............................................................................................................9
3. SWOT ....................................................................................................................................................9
4. Mission and vision ..............................................................................................................................10
5. Porter’s 5 forces .................................................................................................................................11
6. Environmental scanning .....................................................................................................................11
Chapter 3: Understanding markets and customers.................................................................. 16
1. Analysing markets today ....................................................................................................................16
2. Consumer vs. business markets .........................................................................................................17
3. Analysing customer needs &behaviour ..............................................................................................17
4. Considerations for the consumer market ...........................................................................................18
5. Considerations for the business market .............................................................................................18
6. Planning marketing research ..............................................................................................................19
7. Primary research techniques ..............................................................................................................20
Chapter 4: Planning segmentation, targeting, and positioning (STP) ...................................... 21
1. Segmenting.........................................................................................................................................21
Chapter 5: Planning direction, objectives and marketing support ........................................... 26
1. Marketing plan direction ....................................................................................................................26
2. Marketing mix ....................................................................................................................................29
Chapter 6: Developing product and brand strategy ................................................................. 30
1. Product strategy planning ..................................................................................................................30
2. The product development process ....................................................................................................32
3. Branding and positioning ...................................................................................................................33
Chapter 7: Planning Pricing Strategy ........................................................................................ 36
1. Understanding value and pricing........................................................................................................36
2. Price elasticity ....................................................................................................................................37
3. External pricing influences .................................................................................................................38
4. Internal pricing influences ..................................................................................................................40
Chapter 8: Developing channel and logistics strategy ............................................................. 43
1. Planning for the Value Chain ..............................................................................................................43
2. Planning Channel Strategy ..................................................................................................................44
3. Channel levels.....................................................................................................................................44
Chapter 9: Developing marketing communications and influence strategy ............................ 47
1. Planning to communicate with and influence audiences ...................................................................47
2. Promotions .........................................................................................................................................51
Chapter 10: Planning metrics & implementation control ........................................................ 53
1. Measuring what matters ....................................................................................................................53
2. Planning Metrics .................................................................................................................................53
3. Planning forecasts, budgets, schedules forecasting sales and costs ..................................................55
4. Budgets ...............................................................................................................................................56
5. Schedules ...........................................................................................................................................57
2
,3
, If you fail to plan
You plan to fail
Chapter 1: Marketing planning: new urgency, new possibilities
1. Marketing planning: value, purpose, contents
• Marketing is everywhere
• Businesses must fight to catch the customer’s eye
→ marketing planning is very important
• Customers have more information, more choices, higher expectations, more power,
and more involvement.
• Stakeholders are looking for companies to make a difference.
Some marketing tips:
• You need to involve you customers as much as possible. For example, marketing to
both urban and rural people.
• Customers demand transparency. Be honest with your customers and it will be very
much appreciated.
Marketing and value
Received benefits <-> perceived total price
Customers will receive benefits and for the received benefits will also want to pay.
The perceived total price is what they pay. Providing value through satisfying customers’
needs.
Marketing is all about creating, communicating, delivering, and exchanging offerings
that provide value.
!!! Creating value = satisfying customers’ needs
Marketing = is all about creating, communicating, delivering and exchanging offerings
that provide value
Marketing = a promise
The purpose of marketing planning
The purpose of marketing planning is to provide a framework for guiding the company
toward itsobjectives.
A marketing planning is a structured process helps
you identify, assess and select appropriate
marketing opportunities and strategies.
4
, Inhoud
Chapter 1: Marketing planning: new urgency, new possibilities ............................................... 4
1. Marketing planning: value, purpose, contents ....................................................................................4
2. Developing a marketing plan ................................................................................................................6
3. Preparing for a marketing plan.............................................................................................................8
Chapter 2: Analysing the current situation ................................................................................ 9
1. Macro-environmental factors ..............................................................................................................9
2. Micro-environmental factors ...............................................................................................................9
3. SWOT ....................................................................................................................................................9
4. Mission and vision ..............................................................................................................................10
5. Porter’s 5 forces .................................................................................................................................11
6. Environmental scanning .....................................................................................................................11
Chapter 3: Understanding markets and customers.................................................................. 16
1. Analysing markets today ....................................................................................................................16
2. Consumer vs. business markets .........................................................................................................17
3. Analysing customer needs &behaviour ..............................................................................................17
4. Considerations for the consumer market ...........................................................................................18
5. Considerations for the business market .............................................................................................18
6. Planning marketing research ..............................................................................................................19
7. Primary research techniques ..............................................................................................................20
Chapter 4: Planning segmentation, targeting, and positioning (STP) ...................................... 21
1. Segmenting.........................................................................................................................................21
Chapter 5: Planning direction, objectives and marketing support ........................................... 26
1. Marketing plan direction ....................................................................................................................26
2. Marketing mix ....................................................................................................................................29
Chapter 6: Developing product and brand strategy ................................................................. 30
1. Product strategy planning ..................................................................................................................30
2. The product development process ....................................................................................................32
3. Branding and positioning ...................................................................................................................33
Chapter 7: Planning Pricing Strategy ........................................................................................ 36
1. Understanding value and pricing........................................................................................................36
2. Price elasticity ....................................................................................................................................37
3. External pricing influences .................................................................................................................38
4. Internal pricing influences ..................................................................................................................40
Chapter 8: Developing channel and logistics strategy ............................................................. 43
1. Planning for the Value Chain ..............................................................................................................43
2. Planning Channel Strategy ..................................................................................................................44
3. Channel levels.....................................................................................................................................44
Chapter 9: Developing marketing communications and influence strategy ............................ 47
1. Planning to communicate with and influence audiences ...................................................................47
2. Promotions .........................................................................................................................................51
Chapter 10: Planning metrics & implementation control ........................................................ 53
1. Measuring what matters ....................................................................................................................53
2. Planning Metrics .................................................................................................................................53
3. Planning forecasts, budgets, schedules forecasting sales and costs ..................................................55
4. Budgets ...............................................................................................................................................56
5. Schedules ...........................................................................................................................................57
2
,3
, If you fail to plan
You plan to fail
Chapter 1: Marketing planning: new urgency, new possibilities
1. Marketing planning: value, purpose, contents
• Marketing is everywhere
• Businesses must fight to catch the customer’s eye
→ marketing planning is very important
• Customers have more information, more choices, higher expectations, more power,
and more involvement.
• Stakeholders are looking for companies to make a difference.
Some marketing tips:
• You need to involve you customers as much as possible. For example, marketing to
both urban and rural people.
• Customers demand transparency. Be honest with your customers and it will be very
much appreciated.
Marketing and value
Received benefits <-> perceived total price
Customers will receive benefits and for the received benefits will also want to pay.
The perceived total price is what they pay. Providing value through satisfying customers’
needs.
Marketing is all about creating, communicating, delivering, and exchanging offerings
that provide value.
!!! Creating value = satisfying customers’ needs
Marketing = is all about creating, communicating, delivering and exchanging offerings
that provide value
Marketing = a promise
The purpose of marketing planning
The purpose of marketing planning is to provide a framework for guiding the company
toward itsobjectives.
A marketing planning is a structured process helps
you identify, assess and select appropriate
marketing opportunities and strategies.
4
