The Marketing and Promotions Plan

 Situation Analysis  Problems and Opportunities  Marketing Objectives  Marketing Strategies  Implementation  Evaluation Major Components

The Situational Analysis  A SA is a snapshot in time.. A picture of your company TODAY … you do not address plans, the future, etc. This is an analysis of the current situation!

Situation Analysis  2 primary sections  1) Internal Considerations – the marketing mix (in your control)  Product  Promotion  Distribution  Price  2) External Considerations (not in the control of the firm)  Marketplace  Competition  Consumers  Demand  Environment

Product  What stage of the PLC are your products/organization?  What is your product mux in terms of the market share/market growth model (BCG)?  What are your products and attributes, competitive advantages?  What is the depth, width and length of your product line?  What is your branding strategy?

Price and Place  What is your current pricing strategy? Competitive, skimming, penetration, etc.?  Distribution  How, when and where do you deliver product to the consumer  Distribution  Hours of operation  Location  Payment methods What is your distribution strategy? Intensive, selective or exclusive?

Promotion  How do you communicate with consumers?  What is your promotions budget?  Mix of personal selling, advertising, sales promotion, direct marketing, social media efforts and PR  What has worked for you in the past in terms of communication with the consumer?  What is your existing promotions mix?  Do you have any slogans, or spokespersons

Situational Analysis  External Considerations  Marketplace  Competition  Consumers  Demand  Environment  Technology  Political and Legal Implications  Situational Factors

External Factors – Outside of your control  Marketplace – what is your overall sales potential  Legal Issues – are there any concerns with current regulations, govt oversight?  Technology – does technology impact the delivery of your products and services? Does it impact changes in your product design?  Economy – how has the economy impacted your firm?

External Considerations  Competition  3 levels to discuss  Direct brand  Substitute (provides the same benefits  General – competing for your customer’s disposable income  Consumer  Provide a detailed profile of your consumer including:  Demographics  Geographics  Behavioristics  AIO (Attitudes, Interests and Opinions)

External Considerations  Demand  Analyze the demand function of your consumer  What price and set of features are they seeking?  Additional External Situational Factors  Could include (depending on the business) sociodemographic trends, politics, etc.

 Identification Possible After SA  Problems May be Opportunities in Disguise  Promotion only Solves Communication Problems Problems and Opportunities

 Must be Specific and Measurable  Primary Marketing Objectives  Sales, Market Share, Volume  Secondary Objectives  4 P’s  Product – brand  Promotion - awareness  Price - % markup  Place - # outlets open Setting Objectives

 Determine Target Market  Investigate Segmentation Opportunities  Product Strategies  Branding  Packaging  Distribution  Push vs. Pull Marketing Strategies

Promotion Promotions Mix Advertising, Sales Promotion, Personal Selling, Public Relations, Social Media, Direct Marketing Pricing Skimming Competitive Penetration Marketing Strategies

 these are the aggregate segments that you will direct your marketing efforts towards  You’re prospects! Target Markets

 Undifferentiated Marketing  Differentiated Marketing  Focused (Concentrated Marketing) The Target Market Decision

 Identifying groups of people with shared characteristics within the broad markets for consumer or business products  aggregating these groups into larger segments according to their mutual interest in the product’s utility Marketing Segmentation

 Identify the needs structure of the consumer population  Group the customers into homogeneous segments  Id factors that are correlated with the segments (segmentation variables)  Select your target market  Develop your positioning strategy Steps to Segment

Segmentation Variables  Demographics  age, income, sex, family size  Geographics  regions, climate, density  Behavioristic  benefits sought, usage rates, purchase occasion, psychographics

 Direct Distribution - Network Marketing  Indirect Distribution - resellers and channel members to consider  Three Primary Strategies  Intensive  Selective  Exclusive Distribution

 Co-op Strategies  IMC  seek synergy Marketing Strategies

 Scheduling – when will you end and begin this plan, use calendar to identify which strategies will come into play at certain times of the year  Budgeting – how much will all of this cost, when will your payouts be? Implementation

 Compare Against Quantifiable Objectives Evaluation

 natural outgrowth of the marketing plan  outline of the actions, approaches and tactics that will be used to meet promotions objectives.  Advertising  pr  Sales promotion  Personal selling  Direct marketing  often bounded by budgetary considerations Promotions Plan

Advertising Pyramid  Action  Desire  Conviction  Comprehension  Awareness

Promotions Objectives  should support marketing objectives  deal with all elements of the promotions mix. awareness, recall, likeability, recognition, action, sales, contacts (or calls), # media contacted and story pickups

 our plan of action! Broken into section for each of the elements of the promotions mix  utilizes the creative mix to mobilize the forces!  target audience  product concept  communications media  Advertising, pr, personal selling message Promotions Strategies

Product Concept  How will the ad present the product?  In terms of:  Positioning  Differentiation  Life Cycle  Branding, packaging, classification  Thinking or feeling?

 Copy Elements  Advertising appeals  Humor, fear, slice of life  Copy Platform  Key Consumer Benefits to be identified  Art Elements  Visuals for packaging, ads, POP  Layout and Design Advertising Message

 Id Contact Person  Develop scripts for specific TMs  Training  Setting reasonable expectations  Developing long-term relationships Sales Message

 target audience - the people you want to speak to and address the message to  Primary and Secondary  product concept - the bundle of values or benefits  may be psychological or utilitarian  communications message  TV, radio, magazines, newspaper  advertising message - combo of art and copy and production to form message  pr message – what is the “newsworthy” item or message  Sales promotion – target new segments and spur action  Personal selling – demonstrate, address b to b customers, develop trade show information, overcome objections  Direct marketing – can this be a reasonable additions to mix? Creative Mix

 Define Media Objectives  Reach, frequency, GRP, scheduling  Profile audiences/readership  Match the audiences to the TM  Evaluate economics of TM vs. TA  Negotiate purchases Media Planning

Evaluation and Testing Advertising Research Pretest ads Test Concept Posttesting