Marketing Comms Plan SOSTAC + The 3 Ms S – Situation analysis (where are we now?) O – Objectives (where do we want to go?) S – Strategy (how do we get.

Slides:

Advertisements

Similar presentations

Targeting, and Positioning for Competitive Advantage

Advertisements

Developing a Marketing Strategy & the Benefits

1 Market Segmentation Trevor Twyman 2002 CIM Advanced Virrat Trevor Twyman 2002 CIM Advanced Virrat.

Review MKT 101 HAUT Spring 2015.

Content of the Lecture Definition of Market Segmentation

Lecture 07 Marketing. Working Definition of the concept > – The process of determining customer wants and needs and – then providing.

Marketing Communications Starting Point: MCP!. Questions for Comm. Mix Development Multiple Objectives: Which one? Multiple Segments: Which one? Multiple.

CPAS REVIEW MARKETING CHAPTER 2—THE MARKETING PLAN.

The Marketing Plan The Marketing Plan Jayendra Rimal

Chapter Seven Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers with Duane Weaver.

Targeting, and Positioning for Competitive Advantage

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for.

Market Analysis and Strategy MKT 750 Dr. West. Agenda Marketing Analysis & Strategic Planning – Essential Elements (5Cs, STP, 4Ps) – Situation Analysis.

Definition Market Segmentation:

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for.

Unit:5 Ch :18 Pg: Ps of marketing mix should fit together with * Marketing objectives * Marketing budget * Integrated marketing mix.

Chapter 2 The Marketing Plan

Chapter 2 the marketing plan Section 2.1 Marketing Planning

Chapter 2 the marketing plan Section 2.1 Marketing Planning

Steps in Designing IMC Campaign

The marketing plan Ch. 2.

Strategic Planning: Making Choices in a Dynamic Environment

Market segmentation and targeting

Promotions Opportunity Analysis Chapter 4 Copyright © 2010 Pearson Education, Inc. publishing as Prentice Hall 4-1.

PharmaSim COMPETITIVE STRATEGY

Marketing Research Lecture 1. MARKETING Purpose of Marketing is to allow a firm to plan and execute the pricing, promotion and distribution of products.

© 2006 Pearson Education Canada Inc. 4.1 Canadian Advertising in Action Chapter 4 Strategic Planning Concepts for Marketing Communications.

PR and Marketing The University of Edinburgh 31 October 2012.

Chapter 2 the marketing plan Section 2.1 Marketing Planning

Marketing Syllabus Instructor Abdel Fatah Afifi MA&T, MBA, PCT, ACPA 2 nd Semester 09/10.

1.  Market orientation as philosophy  Market segmentation  Targeting market  Positioning  Marketing mix 2.

Marketing – Chapter 28 What is Market Research?

Targeting & Segmentation. Target Marketing Identifying those particular groups of customers which your product/service is capable of meeting their requirements.

Building Customer Relationship “Service is so great an opportunity for the company that our vision for the next century is that GE is a global service.

Chapter 2 the marketing plan Section 2.1 Marketing Planning

The Marketing Plan. SWOT Analysis Good marketing relies on good plans Planning efforts begin with a critical look at itself and its business environment.

August 6th Bell Work What is good and bad about the Share a Coke campaign?

Segmentation, Targeting and Positioning. Divide a market into separate groups.

Chapter 11 Marketing Process and Consumer Behavior: Selected topics Prepared By Mostafa Kamel.

Segmentation, Targeting and the Marketing Mix Marketing Strategies Investigate Segmentation Opportunities Determine Target Market Develop the Marketing.

Objectives Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. Understand the major.

Steps in Segmenting Markets. Segmenting Criteria Potential for increasing profit Potential for increasing profit Similarity of needs of buyers within.

Sultan Ahmed Topic 05. Sultan Ahmed You would be able to answer the following questions after reading.

April  The 4 P’s:  Product  Price  Place/distribution  Promotion/communication ▪ People or staff ▪ Physical (presence/location/decoration)

Market Segmentation, Targeting, and Positioning

1. Understand the concept of market and market identification 2. Understand the concept of market segmentation 3. Understand the importance of evaluating.

Situation Analysis SWOT Analysis Segmentation & Target Marketing Positioning Elizabeth Taylor Quilliam October 22, 2007.

Principles of MarketingTheocharis Katranis, MBASpring Semester 2013 Principles of Marketing Theocharis Katranis Final Revision Spring Semester 2013 Final.

Segmentation, Targeting & Positioning for Competitive Advantage

Course standard BMA-IBT-5

Marketing I Curriculum Guide. Market Planning Standard 2.

Kelley Fall Marketing Management Market Segmentation Definitions Market - people or organizations with (1) needs to satisfy, (2) money to spend.

Elements of a Marketing Plan situational analysis including SWOT and product life cycle establishing market objectives identifying target market developing.

CHAPTER 2 Winning Markets through Market- oriented Strategic Planning.

THE WORLD OF MARKETING.  Learn how to conduct a SWOT analysis.  List the three key areas of an internal company analysis.  Identify the factors in.

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Market Segmentation and Target Marketing. Marketers rarely go after the entire market with one product, brand, or service. Why?

BUSINESS 1 Understanding Marketing Processes and Consumer Behavior.

Project Template Market Segmentation, Targeting, and Positioning IRIBUS IVECO of Italy.

Principles of Marketing  This is possibly the most important topic of this entire course.  All marketing strategy and tactics need a good understanding.

Market Segmentation, Targeting, and Positioning

PRINCIPLES OF MARKETING

Promotion considerations

Segmentation, Targeting, and Positioning

Market Segmentation, Targeting, and Positioning. The STP Process Segmentation is the process of classifying customers into groups which share some common.

Chapter 2 the marketing plan Section 2.1 Marketing Planning

MARKETING MANAGEMENT 12th edition

Principles of Marketing

Market Segmentation Trevor Twyman 2002 CIM Advanced Virrat.

Presentation transcript:

Marketing Comms Plan SOSTAC + The 3 Ms S – Situation analysis (where are we now?) O – Objectives (where do we want to go?) S – Strategy (how do we get there?) T – Tactics (details of strategy) A – Action (implementation - putting the plans to work) C – Control (measurement, monitoring, reviewing & modifying) Men – human resources Money - budgets Minutes – time scales & deadlines

SITUATION ANALYSIS (1) Review of performance (sales, market share, profitability) Trends (comparisons with previous years) Relative performance (comparisons with competitors) SWOT for product & organisation PEST Analysis (political, economic, social & technological) Market structure (segmentation, competition, DMU) Product positioning

SITUATION ANALYSIS (2) Product positioning Use perceptual map plots Ex: Lucozade Sick Healthy Adults Children

SITUATION ANALYSIS (3) Target Marketing Division of large market into smaller segments to reduce wastage of resources Each segment  own distinct needs, patterns of response Segment Criteria: Measurable / Substantial / Accessible / Relevant

SITUATION ANALYSIS (4) Consumer segments Demographics (age, socio-economic group/job-type) Geodemographics (location, neighbourhood) Psychographics Lifestyle Attitudes, beliefs & intentions Benefits sought Target Group Index (heavy/medium/light users)

SITUATION ANALYSIS (5) Industrial segments Type of company Size Structure (autocratic vs centralised) Location / geographic area Heavy vs light users Existing suppliers Benefits sought Title / position of key decision makers

OBJECTIVES (1) Marketing Objectives (sales, market share, distribution penetration, launching of new products, etc.) Examples:  Increase unit sales of product X by 10% over next 12 mths  Increase market share by 5%  Establish network of distributors NB: not all are growth oriented. Ex: in competitive mature markets  maintain market share & consolidate sales  Retention of profitable customers & desselection of unprofitable ones

OBJECTIVES (2) Communications Objectives Ex: generate awareness, attitudes, interest, trial Yardsticks:  DAGMAR (defining advertising goals for measuring advertising responses)  unawareness / awareness / comprehension / conviction / action  AIDA  attention / interest / desire / action

STRATEGY Selection of target markets, positioning, selection of comms tools, sequence of comms tools, time scales, etc. STOP & SIT STOP – segmentation / targeting / positioning SIT – sequence / integration / tools

TACTICS Tactics = details of strategy. Precision about communication tools to be used (ex: advertising, direct mail, PR) List:  what happens,  when - tactical timings  for how much

ACTION Detailed project plans to implement tactics Necessitates :  good project planning skills,  time management,  prioritisation,  people management skills…  + ability to plan for contingencies

CONTROL Need to monitor campaign as early as possible Means:  Market research & testing  Sales analysis  Number of response surveys Frequency of measurement Accountability, costs…