1. Marketing Comms Plan SOSTAC + The 3 Ms S – Situation analysis (where are we now?) O – Objectives (where do we want to go?) S – Strategy (how do we get there?) T – Tactics (details of strategy) A – Action (implementation - putting the plans to work) C – Control (measurement, monitoring, reviewing & modifying) Men – human resources Money - budgets Minutes – time scales & deadlines

2. SITUATION ANALYSIS (1) Review of performance (sales, market share, profitability) Trends (comparisons with previous years) Relative performance (comparisons with competitors) SWOT for product & organisation PEST Analysis (political, economic, social & technological) Market structure (segmentation, competition, DMU) Product positioning

3. SITUATION ANALYSIS (2) Product positioning Use perceptual map plots Ex: Lucozade Sick Healthy Adults Children

4. SITUATION ANALYSIS (3) Target Marketing Division of large market into smaller segments to reduce wastage of resources Each segment  own distinct needs, patterns of response Segment Criteria: Measurable / Substantial / Accessible / Relevant

5. SITUATION ANALYSIS (4) Consumer segments Demographics (age, socio-economic group/job-type) Geodemographics (location, neighbourhood) Psychographics Lifestyle Attitudes, beliefs & intentions Benefits sought Target Group Index (heavy/medium/light users)

6. SITUATION ANALYSIS (5) Industrial segments Type of company Size Structure (autocratic vs centralised) Location / geographic area Heavy vs light users Existing suppliers Benefits sought Title / position of key decision makers

7. OBJECTIVES (1) Marketing Objectives (sales, market share, distribution penetration, launching of new products, etc.) Examples:  Increase unit sales of product X by 10% over next 12 mths  Increase market share by 5%  Establish network of distributors NB: not all are growth oriented. Ex: in competitive mature markets  maintain market share & consolidate sales  Retention of profitable customers & desselection of unprofitable ones

8. OBJECTIVES (2) Communications Objectives Ex: generate awareness, attitudes, interest, trial Yardsticks:  DAGMAR (defining advertising goals for measuring advertising responses)  unawareness / awareness / comprehension / conviction / action  AIDA  attention / interest / desire / action

9. STRATEGY Selection of target markets, positioning, selection of comms tools, sequence of comms tools, time scales, etc. STOP & SIT STOP – segmentation / targeting / positioning SIT – sequence / integration / tools

10. TACTICS Tactics = details of strategy. Precision about communication tools to be used (ex: advertising, direct mail, PR) List:  what happens,  when - tactical timings  for how much

11. ACTION Detailed project plans to implement tactics Necessitates :  good project planning skills,  time management,  prioritisation,  people management skills…  + ability to plan for contingencies

12. CONTROL Need to monitor campaign as early as possible Means:  Market research & testing  Sales analysis  Number of response surveys Frequency of measurement Accountability, costs…