1. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin

2. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin c h a p t e r 2 Marketing Planning

3. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin What is a 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.

4. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Time Horizons for Marketing Plans Time PeriodConsumer Products Industrial Products Services 1 year62%45%65% 3 years558 5 years15173 Long term436 Indefinite022 Other142816

5. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Hierarchy of Planning Group or sector planning SBU planning Annual marketing (business) plan Corporate strategic planning

6. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin 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.

7. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Objectives of a Marketing Plan cont. 5.Pinpoint responsibility for achieving product objectives. 6.Encourage careful and disciplined thinking. 7.Establish a customer/competitor orientation.

8. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Planning Sequence Update historical data Data analysis Develop objectives, strategies, programs Develop financial documents Negotiate final plan Measure progress toward objectives Audit Collect current situation data

9. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Plan Summary I.Executive summary II.Situation analysis A.Category/competitor definition B.Category analysis C.Company and competitor analysis D.Customer analysis E.Planning assumptions

10. © 2002 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Plan Summary cont. III. Objectives IV. Product/brand strategy V. Supporting marketing programs VI. Financial documents VII. Monitors and controls VIII. Contingency plans