Marketing Planning
Chapter 1. The Planning Process
Stephan Sorger
www.stephansorger.com
Disclaimer:
• All images such as logos, photos, etc. used in this presentation are the property of their respective copyright
owners and are used here for educational purposes only
• Some material adapted from: Sorger, “Marketing Planning: Where Strategy Meets Action”
© Stephan Sorger 2015: www.stephansorger.com; Marketing Planning, Ch. 1; Planning Process; 1
Advantages of Good Marketing Planning
Advantage
Description
Discipline
New Opportunities
Clear Competitors
Clear Objectives
Clear Programs
Clear Responsibilities
Clear Metrics
Customer Focus
Cross-functional
Forces a disciplined approach to a market
Identifies potential new opportunities
Identifies potential new competitors
Establishes specific objectives and targets
Lays out specific programs, contributing to execution of the plan
Identifies specific responsibilities throughout organization
Quantifies success/failure metrics
Provides new information on customers
Identifies involvement by other departments
© Stephan Sorger 2015: www.stephansorger.com; Marketing Planning, Ch. 1; Planning Process; 1
Cross-Functional Collaboration
Professional
Services
Operations
CrossFunctional
Collaboration
Finance
Engineering
Other
© Stephan Sorger 2015: www.stephansorger.com; Marketing Planning, Ch. 1; Planning Process; 1
Impact of Organizational Functions on Marketing Plan
Group
Input into Marketing Plan
Output from Marketing Plan
Operations
Cost structure for operations Sales forecast, to drive operations schedule
Finance
Required return on investment Financial break-even for new projects
Funding required to develop new products
Professional
Services
Implementation capabilities
New products and services to implement
Engineering
Customer feedback
Specific product features wanted by market
Other
Requirements by personnel
Can impact HR hiring requirements
© Stephan Sorger 2015: www.stephansorger.com; Marketing Planning, Ch. 1; Planning Process; 1
Marketing Planning Process
Objectives
Chapter 2
Strategy
Marketing Mix
Finance and
Implementation
Market
Opportunities
Chapter 6
Chapters 7, 8, 9, 10
Chapters 11, 12
Results
Chapters 3, 4, 5
© Stephan Sorger 2015: www.stephansorger.com; Marketing Planning, Ch. 1; Planning Process; 1
Marketing Plan Outline
Section
Description
Executive Summary
Objectives
Market Overview
Market Segments
Competitive Landscape
Strategy
Products/Services
Price
Place (Distribution)
Promotion
Finance
Implementation
Recommendations
Encapsulates plan
States goal of marketing plan project
Determines market characteristics such as size and growth
Covers market segmentation, targeting, and positioning
Gathers information about company competitors
Establishes approach to accomplish plan’s objectives
Covers tactics to develop products and/or services
Addresses pricing tactics
Covers tactics to distribute organization’s products to customers
Determines how to convey product benefits to market
Covers financial analysis, such as break-even point
Discusses tools to ensure successful execution
(Optional) Includes top three most important actions to take
© Stephan Sorger 2015: www.stephansorger.com; Marketing Planning, Ch. 1; Planning Process; 1
Example: Nintendo Wii: Success Step by Step
Step
Description
Objective
Increase sales through unique differentiator—interactive controller
Strategies
Targeting casual gamers
Avoid graphics war with Microsoft and Sony
Marketing Mix
Compelling product
User-friendly price
Familiar distribution channels
Promotion emphasizing unique controller
Implementation
$200M in marketing costs
© Stephan Sorger 2015: www.stephansorger.com; Marketing Planning, Ch. 1; Planning Process; 1