1. Kristina Marsh Marketing Flexibility, LLC

2. A little About Me 16 years as a strategic marketer
14 years with a Fortune 500
Global Marketing Communications
Global Marketing Process
North America Market Leader
2.5 years as a strategic business consultant
Marketing Flexibility, LLC

3. What Is Marketing? It’s much more than promotion! Product Price Place
The right product or service offer is based on unmet, under-served or over-served market needs.
Position
Your positioning is based on your product or service offer and targeted consumer.
Price
The right price strategy is based on careful analysis of the market value chain..
Place
Commonly known as distribution, your place strategy is determined based on market objectives, customer preferences, current relationships within your market value chain, and cost and value considerations.
Promotion
The best known component of the marketing mix, your promotional strategy follows all other components.

4. How Does It Get Done? Process People
Once you have a solid market plan in place, it is essential to have the right internal processes to support it.
People
Simply put, a solid marketing and sales organization is critical to marketing and sales success.

5. Key Players Marketers Researchers Designers Writers IT / Coders
Business strategists
Researchers
Information experts
Designers
Artists
Writers
IT / Coders
Technology experts
Agency Account Managers
Translators

6. The Marketing Process Discover Research Analyze Strategize Execute
Market opportunities
Research
Collect data
Analyze
Analyze data to create usable information
Strategize
Create the 7P go-to-market strategy and plan
Product, Position, Price, Place, Promotion, Process, People
Execute
Align resources to execute the plan effectively
Measure!
Measure results to determine effectiveness

7. Discover Market opportunities are based on:
Needs
Wants
Demands
Underserved Markets
Overserved Markets
How can you disrupt the market?

8. Research Secondary research Primary research
What do you already know? > What do you need to know?
Secondary research
Already exists – find it!
Internet, libraries, business incubators, government, trade associations
Primary research
You need to do it
Qualitative research
Behavior and perceptions
Brand awareness or loyalty
Ethnographic research (observation), focus groups, interviews
Quantitative research
Specific and measurable
Market size or demographics
Surveys, systems data and statistics

9. Analyze Situational analysis 5 Cs Customer Company Competitors
Needs, wants, demands
Segmentation
Company
SWOT
Portfolio
Financial
Competitors
Collaborators
Suppliers, vendors, partners, influencers
Context (the world)
Political
Economic
Technology

10. Strategize Product (or service) offer Position Price Place Promotion
Process
People

11. Product (or service) What is it? Manufacturing Intellectual Property
Features (what)
Benefits (why)
Design
Manufacturing
Intellectual Property
Patents, Trademarks, Copyrights
Packaging
Liability
Insurance
Claim Substantiation
Lifecycle

12. Positioning
Where are you positioned in the market against your competition?
Kia
Chevy
Cadillac

13. Price Objectives Cost-Plus Value Pricing Floor and Ceiling Prices
Break-even
Profit
ROI / Hurdle Rate
Market Share
Cash Flow
Positioning
Cost-Plus
Value Pricing
Floor and Ceiling Prices
Price – Cost = Gross Margin
*what about other costs?
Rent
Utilities
Equipment
Paper Clips
Payroll
Marketing
Your Time!

14. Place Who are you trying to reach? How do they prefer to buy?
Do you have enough reach on your own?
What kind of channel support do you need?
Warehousing
Order processing
Inventory management
Packaging
Shipping
Customer support

15. Promotion Advertising Personal Selling Sales Promotions Publicity
Direct mail, tradeshows, magazines, outdoor, , TV, radio
Personal Selling
Effective, but expensive
Sales Promotions
POS, coupons, samples, rebates, cooperative advertising
Publicity
Articles, speaking engagements, blogs, sponsorships

16. Execute Process People Lead generation Lead management Sales
Customer support
People
Supply chain
Marketing

17. Measure! Objectives Process Specific and measurable
Increase sales > Increase sales in North America by 10%
Increase web traffic > Increase website conversions by 20%
Process
How will you measure those objectives?
Google Analytics, call to action CTR, lead capture database, CRM sales process

18. Supporting Tools Market Plan Marketing Communications Plan
Marketing Brief
Project Plan

19. Market Plan Market Summary Situational Analysis Market Segmentation
Market description, vision and mission
Situational Analysis
5 Cs
Market Segmentation
Who are you targeting?
Market Objectives
1, 3 and 5 year
5P Strategy
Product, Position, Price, Place, Promotion
Budget and Resource Requirements
Action Plans
Measurable and actionable
Metric Plans
How are you going to measure success?

20. Marketing Communications Plan
Promotional Objectives
Specific and measurable
Strategy
Tactical Plan
Advertising
Personal Selling
Sales Promotions
Publicity
Media
Budget

21. Marketing Brief Promotional Tactic Project Plan Objectives
Tactical strategy
Target audience
Offer
Key messages

22. Project Plan Mid-Large Scale Projects Scope Objectives Milestones
Tasks
Key Resources

23. Questions and Discussion