1. COURSE TITLE : MARKETING MODULE : Brand Planning
Ashesi University
COURSE TITLE : MARKETING
SEMESTER : FIRST, 2009/2010
MODULE : Brand 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. 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
Action programs
Budgets
Controls
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10. 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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11. 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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12. 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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