9e
Strategic Planning
Chapter 07
Wells Burnett Moriarty
(8e, Ch 07)
Chapter Key Points
What are The Differences Between Objectives, Strategies, and Tactics in
Strategic Planning, and How are The Three Levels Of Planning Connected?
How Is A Campaign Constructed, and What are Its Six Basic Sections?
What Is Account Planning and How It Is Used In Advertising?
In What Ways Does an Integrated Marketing Communication (IMC) Plan
Differ From an Advertising Plan?
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Strategic Planning
Strategic Planning:
A Process of Identifying Problems That Can Be Solved With Marketing Comm..
Determines Long-Term Objectives; What You Want To Accomplish?
Strategic Planning: Decides Medium-Term Strategies; How To Accomplish The Objectives?
Implements Short-Term Tactics; Which Make The Plan Come To Life?
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Strategic Planning
Strategic Planning: 3-Tiered
Business Plan/BP
Followed By Divisions/SBUs
BP Focus on Profit Maximization & ROI for the Entire Company
BP Starts With Mission Statement That Supports The Broad Goals & Policies of SBU
Marketing Plan/MP
Helps Branding, Deals With Long-Terms Goals, Operate for a Few of Years
MP Parallels the BP; Contains Many Common Objectives, Strategies & Tactics
Objectives of MP is To Increase Sales Volume, Market Share, Profit etc & Dealing With Mix (Ps)
MP Deals With SWOT Analysis; External & Internal Situation Analysis
MP Helps Deciding Target Market Product Design & Performance
Brand Position Distribution & Services
Pricing
Marketing Communication
IMC/Advertising Plan
Alike BP & MP, IMC Plan Has Concern For Objectives, Strategies & Tactics
It Focuses on Comm. Objectives, Strategies, Tactics, Timing, Costs & Evaluation
Heart of IMC Plan is Audience Insight, Message & Medium
Plan Matches Right Audience To The Right Message Through Right Medium at The Right Time
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Typical Advertising/IMC/Campaign Plan
It Focus on Solving a Particular Comm.. Problem
It Solves Message Problems That are Carried in Different Media & Trigger Different Targets
Typical Campaign Plan Outline
1) Situation Analysis
a) Background Research
b) SWOT Analysis
c) Key Comm. Problems To Be Solved
2) Key Strategic Campaign Decisions
a) Objectives
b) Target Audience
c) Brand Position: Features & Competitive Advantage
d) Campaign Strategy: Key Strategic Approach &
Communication Tools
3) Media Strategy
a) Media Objectives
b) Media Selection
c) Media Planning & Buying:
I. Vehicle Selection
II. Budget Allocation
III. Scheduling
4) Message Strategy
a)
b)
c)
d)
e)
Key Consumer Insight (Brand Relationship Insight in IMC)
Message Objectives
Selling Premise/Principle
Big Idea
Message Design & Executions
5) Other MarCom Tools Used in Support
a)
b)
c)
d)
e)
f)
Public Relations
Direct Marketing
Sales Promotion
Personal Selling
Merchandising, Packaging, Point-of-Purchase
Integration Strategy (Maximize Synergy)
6) Campaign Management
a) Evaluation of Effectiveness
b) Campaign Budget
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What’s in a Campaign Plan? Cont’
Situation Analysis
Background Research
Research, Gather & Review Brand’s Current Market Situation
Then Analyze The Findings of the Research Called Situation Analysis
From Findings Identify The Problems That Need to Be Solved Through Comm.
SWOT Analysis
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Campaign Plan Cont’
Situation Analysis
Cont’
SWOT Analysis
Strengths & Weakness: Internal Analysis
Opportunity & Threat: External Environmental Analysis
Opportunity: Identify & Develop Advantages Over Rivals
Leverage Identified Opportunities in The Brand Communication
Threat: Handle Carefully or You Will Be Erased; Rivals are the Common Threats
Address The Threats Smartly or You Will Be Erase form the Market
 Macro-Environment Forces:
 Micro-Environment Forces:
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Campaign Plan Cont’


Objectives


Goal is What The Message Must Accomplish During a Specified Time Period

Objectives May Depends on ………………………………………………………………….




Objectives Must Be……………... ……..



Measurable Objectives
All Objectives Must Be Benchmarked
Perception
Emotion
Cognition
Persuasion
Association
Behavior
Specific
Clear
Measurable/Realistic
Consistent
Hierarchal
Quantitative
Easily Measurable
Accomplish Within a Specific Time Frame
Targeting
 Identify & Profile an Audience
 Get Inside The Targets To Find the Kinds of Messages Will Motivate Them
 Know The Characteristics, Attributes, Beliefs, Values & Experiences of Targets
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Campaign Plan Cont’
Positioning
 If Importance Changes, The Position Need To Be Adjusted
 Position Creates in Over Time
 Once Position is Established, Difficult To Change
Product Features & Attributes
1st Identify & Evaluate Both Tangible & Intangible Features
Then Determine Which Features Provide Advantage Over
Rivals & Also is Important To Prospects
Differentiation & Competitive Advantage
Differentiation Helps Standing Up in a Crowded Market
Undifferentiated/Parity Products: Difficult to Differentiate; Brand Image is Important; Milk
Differentiated: Feature Analysis Can Helps Identifying Advantages Tell Product Has a Strong Feature
Tell The Feature is Important To Target
Consider Factors To Take Market Advantages are………………….…..Hit Where The Competition Is Weaker 9
Campaign Plan Cont’
Positioning Cont’
Locating the Brand Position
Beside Attributes, Also Position Through………..
Superiority
Preemptive
Value
Psychological
Benefit
Usage
Competitor’s Strategy
Category Factors
Repositioning Is Your Mortgage Squeezing Your Wallet? Squeeze Back!
Needed When Current Positioning is Blur & Marketplace Has Changed
Coca-Cola in US Reposition its “Energy Drink” Branded “Mother Energy”
Frutica’s Positioning Strategy “Pure” is Already “Blur” Now Reposition Through “ ………”
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Campaign Plan Cont’
Brand Communication Strategy;
Use Following 2 Approaches
1) Hard-Sell is Used To Persuade
2) Soft-Sell Builds Brand Image; Touches The Emotions
Hard & Soft Sells Both are Affected By 6 Facets Model…...
Brand Identity: See/Hear
Brand Personality & Liking: Feel
Brand Position & Understanding: Think/Understand
Brand Image: Connect
Brand Promise & Preference: Believe
Brand Loyalty: Act/Do
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Campaign Plan Cont’
Campaign Strategies & Mgmt
Campaign Strategies Focus on Branding, Positioning, Category Dominance, Handling Rivals,
Changing Perception on The Price, Share of Wallet, Launching/Extension, Deciding Spokesperson etc
Say Strategies are Identified, Now Develop Budget & Evaluation Process for Implementation
Budgeting
5 Budgeting Methods are……..…. Historical Method
Objective-Task Method
Percentage-of-Sales Method
Competitive Budgets
Affordable Method
Evaluation: Determining Effectiveness
Evaluation Determines The Effectiveness of The Campaign
Evaluation Impossible Without Establishing Measurable Objectives
Usually, Evaluation is a Research Proposal
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Account Planning: What is it?
Account Planner/AP
AP is The Agency Person Who Researches Brand-Consumer Relationships
AP Plans Message Strategies To Addresses Consumer Needs & Wants
AP Develops Strategies Together With Client & Agency
Determines the Kind of Message, to Which Customer May Respond
Doesn’t Design the Creative Strategy: Creative Dep’t Does It
AP’s Mission is to Answer……………..
Who: Who are You Trying To Reach? What Insight Do You Have About How They
Think, Feel & Act? How Should They Respond To Your Ad Message?
What: What Do You Say To Them? What Directions Come From The Consumer
Research That Will Be Useful To The Creative Team?
Where: How & Where Will You Reach Them? What Directions Come From The
Consumer Research That Will Be Useful To The Media Team?
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Account Planning/AP: What is it? Cont’
The Research Foundation
AP Must Ensure That, His Researchers & Creative Teams is Working Closely
AP Planners Use Various Research Tools To Do Consumer “Insight Mining”
Consumer Insight: The Fuel of Big Ideas
APs Go To Consumer Insight To Discover The Big Idea Through Pre-Written Questioner
Success of the Big Idea Depends on Nature of Consumer’s Thinking; Mindsets, Moods, Motivations,
Desires etc That Trigger Attitudes & Actions
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Account Planning: What is it? Cont’
The Comm./Creative Brief; Outcome of the Strategic Research
It lights Up The Creative Team; Explains Acquired Consumer Insight & Decisions for Big Idea to Team
Creative Brief Outlines……………………..
Problem: What is the Problem That Comm. Can Solve?
Target Audience: To Whom Do We Want To Speak?
Consumer Insights: What Motivates The Target to Act?
Brand Imperatives: What are The Important Features? What’s The Point of Competitive Advantage?
What’s The Brand’s Position Relative To Rivals? What is Its Essence, Personality & Image?
Comm. Objectives: What Do We Want Customers To Do in Response To The Messages?
The Proposition/Selling Idea: What Is The Single Thought That The Comm. Will Bring To Life?
Support: What Is The Reason To Believe The Proposition?
Creative Direction: How Can You Best Stimulate Desired Response? How Can We Best Say It?
Media Imperatives: Where & When Should We Say It?
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Planning For IMC Campaigns
IMC & Advertising Plans Both Follow the Same Basic Outline; As Ad is One of the Components of IMC
Just IMC Plan Uses Variety of Tools
IMC Campaign Planning
Areas Where an IMC Plan Differs From an Ad Plan
Objectives
IMC Objectives are Tied With Multiple Comm. Tools
These Tools Have Different Strengths & Weaknesses
IMC Plan Sets Multiple Objectives & Develops Different Strategies to Achieve Them
Public Relations
Consumer Sales Promotion
Trade Sales Promotion
Point-of-Purchase
Direct Marketing
Sponsorship & Events
Specialties
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Planning For IMC Campaigns Cont’
IMC Campaign Planning Cont’
Areas Where an IMC Plan Differs
From an Advertising Plan Cont’
Stakeholders
Stakeholders are the Primary Medium for WOM
Contact Points/Touch Points
Contact Points Helps Retaining & Growing Customer Base
Also Crucial While Dealing With Stakeholders
Synergy/Impact & Strategic Consistency
IMC Plan Involves Delivering Messages Through Multiple Media & Different Contact Points
So the Concern Here is to Create Consistent Messages
IMC Planners are Continuously Looking For Ways To Strengthen The Synergy of The Messages
Synergy is Also Important For Marketers To Maximize The Cost Efficiency of The Budgets
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