1 Marketing Policy Class Slides (intended for use by enrolled students only) Marketing Plan A marketing plan is a written document containing the guidelines for the business center’s marketing programs and allocations over the planning period. Primary source: Lehmann & Winer, Analysis for Marketing Planning

2 Marketing Policy Class Slides (intended for use by enrolled students only) Marketing Plan Levels Division/Dept New Product/Service Corporate Group Current Product/Service Other

3 Marketing Policy Class Slides (intended for use by enrolled students only) Marketing Plan Why do marketing planning? Coordination Reduce risk of failure Increased efficiency Resource allocation Gauge performance for control Primary source: Lehmann & Winer, Analysis for Marketing Planning

4 Marketing Policy Class Slides (intended for use by enrolled students only) Marketing Plan for all businesses 1.Similarities  Analysis, process, issues 2.Differences  Resources available to develop the plan  Inputs  Who executes the plan  Single vs. multiple products or categories  Established brands & categories

5 Marketing Policy Class Slides (intended for use by enrolled students only) Objectives of a Marketing Plan 1.Define the current business situation. 2.Define problems and opportunities facing the business. 3.Establish objectives. 4.Define the strategies and programs necessary to achieve the objectives. Primary source: Lehmann & Winer, Analysis for Marketing Planning

6 Marketing Policy Class Slides (intended for use by enrolled students only) Objectives of a Marketing Plan 5.Pinpoint responsibility for achieving product objectives. 6.Encourage careful and disciplined thinking. 7.Establish a customer/competitor orientation. Primary source: Lehmann & Winer, Analysis for Marketing Planning

7 Marketing Policy Class Slides (intended for use by enrolled students only) Marketing Plan Elements Company – Goals & Strategies, Brand, SWOT, Current customers and offerings, Objectives, Functional abilities Customer – Market/category, Segments, Customers, size, trends, forecasts, product life cycle, seasonality, Target, Buying and use characteristics Competition – Identify, SWOT, Current customers and offering, Capacity, Functional abilities, Current and future strategies Strategies & Objectives Product – Benefits, Gap analysis, Form factors, Packaging, Competitive advantage over time, Line fit, Product Support Price – Type (low, meet, premium), Value-Price-Cost, Line fit, Over time, discounts Place – Distribution channels, Placement in store, Discounts, Planogram, Sales Force, Returns, Web site Promotion – Advertising, POS (merchandising), Channel programs, Tradeshows, PR, Web site, Literature, Messaging Other – Financials (P&L), Monitor (reporting/reviews) & Controls, Internal communication/partners, Contingencies, Environmental Factors, Market Research, Partnerships, Exec. summary

8 Marketing Policy Class Slides (intended for use by enrolled students only) Frequent Mistakes in the Planning Process The right timeline Insufficient/too much data Who does the Planning? Imposed structure Plan horizon Not tied to the customer Jump directly to strategies and marketing mix Primary source: Lehmann & Winer, Analysis for Marketing Planning

9 Marketing Policy Class Slides (intended for use by enrolled students only) Frequent Mistakes in the Planning Process Too many or too few options considered Plan sits in a desk Not used to gain organizational support Lack of management sponsorship Not built into position plans nor PE’s Too many plans or too few No measurable objectives Not used/reviewed Primary source: Lehmann & Winer, Analysis for Marketing Planning

10 Marketing Policy Class Slides (intended for use by enrolled students only) Examples Clorox Detergent HP Packaging

11 Marketing Policy Class Slides (intended for use by enrolled students only) Marketing Planning Sequence Information collection Develop Objectives Develop strategies & tactics (programs) Develop Financials, reporting & controls, contingencies Reviews & Final Measure & Control Analysis Feedback Primary source: Lehmann & Winer, Analysis for Marketing Planning

12 Marketing Policy Class Slides (intended for use by enrolled students only) Sources of Information I.Internet Company website & Annual report 10K & 10Q General Searches Trade association websites US census web site ( (factfinder.census.gov), (censtats.census.gov) Federal Statistics ( Whitehouse ( Bureau of Economic Analysis (bea.gov) Bureau of Labor Statistics (

13 Marketing Policy Class Slides (intended for use by enrolled students only) Sources of Information II.Library (secondary) Business article DB searches Business reference books Lexis-Nexus Journals & Industry magazines Dunn & Bradstreet, Hoover Ask at desk for sources (Margaret Millinger) III.Other Observation: Store visits, website visits, etc. Experts Primary research Firm’s historical information

14 Marketing Policy Class Slides (intended for use by enrolled students only) Marketing Plan Summary 1)Executive summary 2)Situation analysis 3)Objectives 4)Product/brand strategy 5)Supporting marketing programs 6)Financial documents 7)Monitors and controls 8)Contingency plans Primary source: Lehmann & Winer, Analysis for Marketing Planning

15 Marketing Policy Class Slides (intended for use by enrolled students only) Project selection tips  Interest in company or product/service  Existing/older product category  Fairly oligopolistic  Public  US Domestic  Brand does not have to be established (category does)  Tie Breaker (research) Primary source: Lehmann & Winer, Analysis for Marketing Planning

16 Marketing Policy Class Slides (intended for use by enrolled students only) Some elements of a good presentation Hits main or significant points Logical flow Has visual support Bullet points (don’t read) Customized for audience & objectives Time for questions/discussion All members present Starts and ends on time Suggest practicing before hand (timing, transitions, verbalizing, etc.) Dress appropriately

17 Marketing Policy Class Slides (intended for use by enrolled students only) Example Ready to eat Dips (shelf stable dip)

18 Marketing Policy Class Slides (intended for use by enrolled students only) RTE Example Situation Medium category growth (6-8%) and size / Objectives / Branding No non-refrigerated sour cream based dips R&D has expertise in this type of premium product Materials fit with other products, similar production Category competition: refrigerated sour cream dips, dry/mix dips, non-sour cream based dips, other (beans, cheese) Marketing Mix: Product – shelf stable sour cream based chip dip, exceptionally good flavor, 3 SKU’s/flavors, 12oz, salad dressing like packaging, low profile wide mouth container, stackable too Price – premium to refrigerated, significantly higher than cheese and salsa based Place – FDM, salad dressing isle, next to salad dressing i.e. adjacent planograms (just below eye level) with 3 facings, use current sales force and brokers (training & materials) Promotion – standard product launch of launch advertising with follow on extensions, FSI, end caps, co-op media, advertising shows party atmosphere centered around people having fun socializing while dipping chips into RTE dips Other Financials Reporting and controls Contingencies