Strategic Planning Pertemuan 4 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

Bina Nusantara Learning Outcomes Students are able to explain components that form strategic marketing planning

Bina Nusantara Material Outline Marketing plan Product plan Pricing plan Distribution plan Communication plan

Bina Nusantara Marketing Plan In principles there are five types of planning required: – product formulation planning – product packaging planning – pricing related planning – planning for promotional activities – planning for distribution – planning for communication (Nelly Ma’arif, 2008)

Bina Nusantara Marketing Plan Starting the planning process: –Internal and causal discussions amongst divisions or business players within the organization –To bring those ideas from casual discussion into planning level. This is the stage where the ideas get refined. –Conduct a feasibility study that has to contain: The background of the concept Objective of the activity Strategy to carry out the concept The market picture (Nelly Ma’arif, 2008)

Bina Nusantara Product Plan A manufacturer company provides a consumer with a product A product consists of the product itself and its packaging To protect the product, packaging is required. In some cases, packaging costs can go as high as 60 percent Careful and proper planning in developing and choosing a package is required

Bina Nusantara Pricing Related Planning Pricing will determine: –The acceptance of the product –The success of the product in the market –The image created by pricing of the product –The way competitors will react Things to take into account: –The production costs of the product –The fixed costs charge to the product –The variable cost calculated included in the product –Pricing of the product –Price offered by competitors –Margin to be given to channel of distribution –Incentive to be given to sales force and traders –Profit margin required –Image decided for the brand

Bina Nusantara Distribution Plan Who is the target market? What are their sex? Male or female? Where do they live? What is their purchasing power? Where do they normally shop? What sort of product do they purchase? Is this product of ours, daily needs, shopping list or a special product? What are the competitors and what sort of channel of distribution do they use?

Bina Nusantara Communication Plan Promotional activities include: –When to launch –Where to launch –Who will be involved in organizing the launch activities? –How much budget is allocated for this launch? –What are the criteria to determine whether these promotional activities are successful or not? –What is the basic strategy, is it more on the above the line?

Bina Nusantara Communication Plan Communication is a crucial point for any business. The following questions need to be answered to be able to do a good planning: –Who is the primary target market? –What is their sex? –Where do they live? –What is their purchasing power? –What is their lifestyle? –What media do they normally read? –What sort of positioning do we need to create for this product?

Bina Nusantara Conclusion: Starting the planning process: –Internal and causal discussions amongst divisions or business players within the organization –To bring those ideas from casual discussion into planning level. This is the stage where the ideas get refined. –Conduct a feasibility study that has to contain: The background of the concept Objective of the activity Strategy to carry out the concept The market picture To protect the product, packaging is required. In some cases, packaging costs can go as high as 60 percent Careful and proper planning in developing and choosing a package is required

Bina Nusantara Conclusions: Things to take into account: –The production costs of the product –The fixed costs charge to the product –The variable cost calculated included in the product –Pricing of the product –Price offered by competitors –Margin to be given to channel of distribution –Incentive to be given to sales force and traders –Profit margin required –Image decided for the brand Promotional activities include: –When to launch –Where to launch –Who will be involved in organizing the launch activities? –How much budget is allocated for this launch? –What are the criteria to determine whether these promotional activities are successful or not? –What is the basic strategy, is it more on the above the line?