Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Strategic Planning
Pertemuan 4
Learning Outcomes
•Students are able to explain components that
form strategic marketing planning
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Material Outline
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Marketing plan
Product plan
Pricing plan
Distribution plan
Communication plan
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Marketing Plan
• In principles there are five types of planning required:
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product formulation planning
product packaging planning
pricing related planning
planning for promotional activities
planning for distribution
planning for communication (Nelly Ma’arif, 2008)
Marketing Plan
• Starting the planning process:
– Internal and causal discussions amongst divisions or business
players within the organization
– To bring those ideas from casual discussion into planning level.
This is the stage where the ideas get refined.
– Conduct a feasibility study that has to contain:
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The background of the concept
Objective of the activity
Strategy to carry out the concept
The market picture (Nelly Ma’arif, 2008)
Product Plan
• A manufacturer company provides a consumer with a
product
• A product consists of the product itself and its packaging
• To protect the product, packaging is required. In some
cases, packaging costs can go as high as 60 percent
• Careful and proper planning in developing and choosing
a package is required
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Pricing Related Planning
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Pricing will determine:
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The acceptance of the product
The success of the product in the market
The image created by pricing of the product
The way competitors will react
Things to take into account:
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The production costs of the product
The fixed costs charge to the product
The variable cost calculated included in the product
Pricing of the product
Price offered by competitors
Margin to be given to channel of distribution
Incentive to be given to sales force and traders
Profit margin required
Image decided for the brand
Distribution Plan
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Who is the target market?
What are their sex? Male or female?
Where do they live?
What is their purchasing power?
Where do they normally shop?
What sort of product do they purchase? Is this product of
ours, daily needs, shopping list or a special product?
• What are the competitors and what sort of channel of
distribution do they use?
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Communication Plan
• Promotional activities include:
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When to launch
Where to launch
Who will be involved in organizing the launch activities?
How much budget is allocated for this launch?
What are the criteria to determine whether these promotional
activities are successful or not?
– What is the basic strategy, is it more on the above the line?
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Communication Plan
• Communication is a crucial point for any business. The
following questions need to be answered to be able to do
a good planning:
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Who is the primary target market?
What is their sex?
Where do they live?
What is their purchasing power?
What is their lifestyle?
What media do they normally read?
What sort of positioning do we need to create for this product?
Conclusion:
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Starting the planning process:
– Internal and causal discussions amongst divisions or business players within the
organization
– To bring those ideas from casual discussion into planning level. This is the stage
where the ideas get refined.
– Conduct a feasibility study that has to contain:
•
•
•
•
•
•
The background of the concept
Objective of the activity
Strategy to carry out the concept
The market picture
To protect the product, packaging is required. In some cases, packaging
costs can go as high as 60 percent
Careful and proper planning in developing and choosing a package is
required
Bina Nusantara
Conclusions:
•
Things to take into account:
–
–
–
–
–
–
–
–
–
•
The production costs of the product
The fixed costs charge to the product
The variable cost calculated included in the product
Pricing of the product
Price offered by competitors
Margin to be given to channel of distribution
Incentive to be given to sales force and traders
Profit margin required
Image decided for the brand
Promotional activities include:
–
–
–
–
–
When to launch
Where to launch
Who will be involved in organizing the launch activities?
How much budget is allocated for this launch?
What are the criteria to determine whether these promotional activities are
successful or not?
– What is the basic strategy, is it more on the above the line?
Bina Nusantara