1. 4-1 Copyright © 2009 Pearson Education Canada CHAPTER 4 Strategic Planning Concepts for Marketing Communications

2. 4-2 Copyright © 2009 Pearson Education Canada Learning Objectives  Identify the distinctions and relationships between the various types of planning  Describe the key variables that comprise a corporate plan  Outline the organization and content of a marketing plan and marketing communications plan  Show how integrated marketing communications plans provide solutions to marketing problems

3. 4-3 Copyright © 2009 Pearson Education Canada Business Planning Process Strategic business planning involves making decisions about three variables:  Objectives  What is to be accomplished  Strategies  How objectives will be accomplished  Execution (tactics)  Specific action plans or tactics based on strategy

4. 4-4 Copyright © 2009 Pearson Education Canada Strategic Planning  Process of determining objectives and identifying strategies and tactics to help achieve objectives.  Objectives: setting goals  Strategies: ways to achieve the goals  Tactics: specific action plans

5. 4-5 Copyright © 2009 Pearson Education Canada Strategic Planning Model Creative / Media Plan Corporate Plan Marketing Plan Marketing Communications Plan Advertising Plan

6. 4-6 Copyright © 2009 Pearson Education Canada Marketing Plan Considers such matters as  Marketing objectives, strategies, and tactics  Marketing mix (4 P’s)  Target-market characteristics  Control and evaluation mechanisms

7. 4-7 Copyright © 2009 Pearson Education Canada Strategic Planning

8. 4-8 Copyright © 2009 Pearson Education Canada The Corporate Plan A mission statement is the foundation of a corporate plan; it is a statement of the organization’s purpose.  Corporate Objectives  Direction from mission statement  Corporate Strategies  How the objectives will be achieved.

9. 4-9 Copyright © 2009 Pearson Education Canada Corporate Strategies  Penetration  Acquisition  New Products  Strategic Alliances  Divesting

10. 4-10 Copyright © 2009 Pearson Education Canada Which corporate strategy? Insert Figure 4.3 Visit the Kraft website and determine which strategy Kraft has used to grow their business.Kraft

11. 4-11 Copyright © 2009 Pearson Education Canada The major areas of marketing responsibility:  Identifying & selecting target markets  Establishing marketing objectives, strategies & tactics  Evaluating & controlling marketing activities Marketing Planning

12. 4-12 Copyright © 2009 Pearson Education Canada Marketing Planning Situation Analysis SWOT Analysis Marketing Plan

13. 4-13 Copyright © 2009 Pearson Education Canada Market Background - Situation Analysis Situation Analysis:  External Influences  Market Analysis  Product Analysis  Competitive Analysis

14. 4-14 Copyright © 2009 Pearson Education Canada SWOT Analysis SWOT analysis examines the critical factors that have an impact on the nature or direction of a marketing strategy.  Strengths  Weakness  Opportunities  Threats

15. 4-15 Copyright © 2009 Pearson Education Canada The Marketing Plan  Positioning Statement  Target-Market Profile  Marketing Objectives  Sales, Market Share, Profit, & Marketing Communications  Marketing Strategies  Marketing Mix & Budget Continued…

16. 4-16 Copyright © 2009 Pearson Education Canada The Marketing Plan (cont.)  Marketing Execution  Financial Summary and Budget Allocation  Marketing Control and Evaluation

17. 4-17 Copyright © 2009 Pearson Education Canada Communications Process in an Advertising Context Organizations and their agencies work together to devise a message that is transmitted by the media to a target audience.

18. 4-18 Copyright © 2009 Pearson Education Canada Marketing Communications Planning When deciding what products to buy, a consumer passes through a series of behaviour stages, and marketing communications can influence each stage.  AIDA  Attention, Interest, Desire, Action  ACCA  Awareness, Comprehension, Conviction, Action

19. 4-19 Copyright © 2009 Pearson Education Canada The Marketing Communications Plan  Similar to marketing planning, marketing communications planning involves developing objectives, strategies, and tactics.  Marketing Communications Objectives:  Awareness  Preference  Trail and repeat purchase  Alter image  Frequency and variety of use  Promotional incentives

20. 4-20 Copyright © 2009 Pearson Education Canada Sample Marketing Communications Plan

21. 4-21 Copyright © 2009 Pearson Education Canada Marketing Communications Strategies  Includes a positioning statement, identifies the various elements of the marketing communications mix that will be employed and contains a budget for the plan. Advertising Direct Response Online & Interactive Sales Promotion Events & Sponsorships Public Relations Personal Selling Advertising Direct Response Online & Interactive Sales Promotion Events & Sponsorships Public Relations Personal Selling Decisions on components to use influenced by Budget available

22. 4-22 Copyright © 2009 Pearson Education Canada Advertising Plan  Begins with a clearly worded list of objectives that specifically outlines what the advertising will achieve.

23. 4-23 Copyright © 2009 Pearson Education Canada Creative Plan  Articulate positioning strategy  What to say and how to say it

24. 4-24 Copyright © 2009 Pearson Education Canada Media Plan  Which media to use  Best time to reach the target market  How often and which markets  What weight levels  Timing and length of campaign

25. 4-25 Copyright © 2009 Pearson Education Canada Other Marketing Communications Mix Plans All plans (if employed) must identify objectives, strategies, and tactics, as well as contain a budget.  Direct Response Plans  Online and Interactive Plans  Sales Promotion Plans  Event and Sponsorship Plans  Public Relations Plans  Personal Selling Plans