1. COURSE TITLE : MARKETING MODULE : Marketing Planning
Ashesi University
COURSE TITLE : MARKETING
SEMESTER : FIRST, 2009/2010
MODULE : Marketing Planning
Lecturer: Ebow Spio

2. Marketing Planning A Marketing Plan is a plan which outlines
how an organization’s strategic objectives
will be achieved through specific marketing
strategies and tactics

3. Marketing Planning
Marketing Planning is a logical sequence of events that
leads to the setting of marketing objectives and
formulation of plans to achieve the objectives.
Broad Outline
Analysis
Planning/Strategy development
Implementing
Controlling

4. Marketing Planning Marketing Analysis
Is the systematic examination or analysis of a firm’s marketing
environment, objectives, strategies and activities, with a view to
identifying issues, problem areas and opportunities.
Macroenvironment consists of broad environment issues
that may affect business performance e.g. political/legal,
economic, social/cultural, technology, demographic
Microenvironment consists of the actors in the firm’s immediate
environment that affect its capabilities to operate effectively in
its chosen markets. The key actors are customer market,
distributors, suppliers, competitors, company, publics etc
NB: Need to highlight market size, growth rates, trend etc
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5. Marketing Planning Marketing Analysis
A SWOT analysis provides a simple method of synthesizing
the results of the marketing analysis.
SWOT analysis that evaluates the company’s:
Strengths
Weaknesses
Opportunities
Threats
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6. Marketing Planning Marketing Analysis
Strengths include internal capabilities, resources, and positive situational factors that may help to serve company customers and achieve company objectives
Weaknesses include internal limitations and negative situational factors that may interfere with company performance
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7. Marketing Planning Marketing Analysis
Opportunities are favorable factors or trends in the
external environment that the company may be able to
exploit to its advantage
Threats are unfavorable factors or trends that may
present challenges to performance
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8. Marketing Planning Market Planning
Planning is the development of strategic and marketing
plans to achieve company objectives
Marketing strategy consists of the specific strategies
for target markets, positioning, the marketing mix, and
marketing expenditure levels
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9. Marketing Mix :The 8Ps of Services Marketing
Product Elements
Place and Time
Price and Other User Outlays
Promotion and Education
Process
Physical Environment
People
Productivity and Quality
Collectively these elements represent the ingredients required to create viable strategies for meeting customer needs profitably in a competitive marketplace
Fig 1.9 Working in Unison: The 8Ps of Services Marketing

10. Sections of a marketing plan include:
Marketing Planning
Market Planning
Sections of a marketing plan include:
Executive summary
Current marketing situation
Threats and opportunities
Objective and issues
Marketing Strategy : Target Market, Positioning and Marketing Mix
Action Plan
Budgets
Controls
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11. Marketing Implementation
Marketing Planning
Marketing Implementation
Implementing is the process that turns marketing plans into marketing actions to accomplish marketing objectives
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12. Marketing Planning Marketing Control
Controlling is measuring and evaluating results and
taking corrective action as needed
Operational Controls or Short Term control systems
Plots results against objectives on monthly, quarterly or
annual basis.
Measures include sales, profits, costs and cash flow
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13. The rewards of Marketing Planning
Consistency : Focal point for decisions and actions
Encourages monitoring of change
Encourages organizational adaptation: Firm should adapt to match its environment
Stimulates Achievement : Focuses on objectives, strategies and results
Aiding resource Allocation
Promotes the search of competitive advantage
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14. The 8Ps of Services Marketing: (1) Product Elements
Embrace all aspects of service performance that create value
Core product responds to customer’s primary need
Array of supplementary service elements
Help customer use core product effectively
Add value through useful enhancements
Planning marketing mix begins with creating a service concept that:
Will offer value to target customers
Satisfy their needs better than competing alternatives

15. The 8Ps of Services Marketing: (2) Place and Time
Delivery decisions: Where, When, How
Geographic locations served
Service schedules
Physical channels
Electronic channels
Customer control and convenience
Channel partners/intermediaries

16. The 8Ps of Services Marketing: (3) Price and Other User Outlays
Marketers must recognize that customer outlays involve more than price paid to seller
Traditional pricing tasks:
Selling price, discounts, premiums
Margins for intermediaries (if any)
Credit terms
Identify and minimize other costs incurred by users:
Additional monetary costs associated with service usage (e.g., travel to service location, parking, phone, babysitting, etc.)
Time expenditures, especially waiting
Unwanted mental and physical effort
Negative sensory experiences

17. The 8Ps of Services Marketing: (4) Promotion and Education
Informing, educating, persuading, reminding customers
Marketing communication tools
Media elements (print, broadcast, outdoor, retail, the Internet, etc.)
Personal selling, customer service
Sales promotion
Publicity/PR
Imagery and recognition
Branding
Corporate design
Content
Information, advice
Persuasive messages
Customer education/training

18. The 8Ps of Services Marketing: (5) Process
How firm does things may be as important as what it does
Customers often actively involved in processes, especially when acting as co-producers of service
Process involves choices of method and sequence in service creation and delivery
Design of activity flows
Number and sequence of actions for customers
Nature of customer involvement
Role of contact personnel
Role of technology, degree of automation
Badly designed processes waste time, create poor experiences, and disappoint customers

19. The 8Ps of Services Marketing: (6) Physical Environment
Design servicescape and provide tangible evidence of service performances
Create and maintain physical appearances
Buildings/landscaping
Interior design/furnishings
Vehicles/equipment
Staff grooming/clothing
Sounds and smells
Other tangibles
Manage physical cues carefully— can have profound impact on customer impressions

20. The 8Ps of Services Marketing: (7) People
Interactions between customers and contact personnel strongly influence customer perceptions of service quality
The right customer-contact employees performing tasks well
Job design
Recruiting
Training
Motivation
The right customers for firm’s mission
Contribute positively to experience of other customers
Possess—or can be trained to have— needed skills (co-production)
Can shape customer roles and manage customer behavior

21. The 8Ps of Services Marketing: (8) Productivity and Quality
Productivity and quality must work hand in hand
Improving productivity key to reducing costs
Improving and maintaining quality essential for building customer satisfaction and loyalty
Ideally, strategies should be sought to improve both productivity and quality simultaneously—technology often the key
Technology-based innovations have potential to create high payoffs
But, must be user friendly and deliver valued customer benefits