External Influences Affect All Levels of Planning External Influences Economic trends Competitor activity Social & demographic trends Technology Laws & regulations External Influences Economic trends Competitor activity Social & demographic trends Technology Laws & regulations Corporate Plan Marketing Plan Marketing Communications Plan Marketing Communications Plan

Social & Demographic Influence Key Canadian trends are –Decrease in population growth rate –Aging population –Concentration of population in urban markets –Smaller households with different structures –Increase in ethnic diversity –Growth of gender equality (continued)

Social & Demographic Influence (Continued) Canadian lifestyles are changing –More health conscious –Greater concern for social issues –Increase in environmentalism Rise of obesity issues Move to “hiving”

Technology Influence Change too fast for consumers –Discoveries, inventions, and innovations Harnessing of virtual reality Adoption of ATMs, debit cards, and banking eservices Internet as a preferred communication channel

Marketing Planning and Control Process Marketing Plan Implementation Evaluation and Control Corrective Action Revise Objectives Modify Strategies Corporate Objectives and Strategies Corporate Objectives and Strategies

Marketing Plan: Positioning Strategy The selling concept that motivates purchase, or the image that marketers desire a brand to have in the mind of consumers Positioning Strategy Statement - has a direct impact on the nature of the message delivered to the consumer

Marketing Communications Plan Model Marketing Communications Objectives Marketing Communications Strategies Creative Plan Media Plan Direct Response Plan Direct Response Plan Personal Selling Plan Personal Selling Plan Events/ Sponsorship Plan Events/ Sponsorship Plan Public Relations Plan Public Relations Plan Sales Promotion Plan Sales Promotion Plan Digital Plan Digital Plan Calendar of Events Budget Summary

Marketing Communications Objectives Build awareness and interest Change consumer perceptions Differentiate product Attract new markets Increase usage Offer incentives Create goodwill Create leads Motivate new distributors

Marketing Communications Plan Components Advertising Plan Direct Response Plan Interactive Plan Sales Promotion Plan Public Relations Plan Event and Sponsorship Plan Personal Selling Plan Advertising Plan Direct Response Plan Interactive Plan Sales Promotion Plan Public Relations Plan Event and Sponsorship Plan Personal Selling Plan Depending on the objectives to be achieved, competitive activity, and budget, the best combination of marketing communications components is recommended. Each situation is unique.

Defining the Brand Brand – the sum of all tangible and intangible characteristics that make a unique offer to customers –Brand name Wordmark –Brandmark or logo –Trademark

Famous Logos

Brand Characteristics Personality Need to offer something unique Quality assurance Express a set of values

World’s Top 10 Brands

Building The Brand

Packaging and Brand Building A good package design helps build a brand –The “look” of a package must be instilled in the customer’s mind –A package can differentiate one brand from another –Helps maintain brand identity across product lines –Familiarity with a package creates trust with customers

Example of Intangible Good Branding by Design