Marketing Planning
Workshop
Name:
________________________________________________________________
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Planning your Marketing Strategy Workshop
Contents:
A guide to marketing terms and acronyms
Power point slides
Task 1 Notes page
Task 1 Answer sheet
Task 2 Notes page
Task 2 Answer sheet
Task 3 My Customer
Task 4 Marketing Methods
Task 5 Marketing review and action plan
Help Guides:
 A guide to marketing terms and acronyms
 The P’s of Marketing
 Market Segmentation
 Marketing Planning Additional Information
Learning Objectives
The learning objectives of this workshop are:
Learning objective 1
Learning objective 2
Learning Objective 3
Learning objective 4
Learning objective 5
To develop a understanding of Marketing
To understand market segmentation and identify
different socio-economic groups
To be able to use appropriate methods of marketing
for your business-targeting your customers
To review your marketing plan, comparing costs
against effectiveness.
To introduce a range of online marketing
techniques.
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A guide to Marketing terms and acronyms
Marketing: Marketing is the process a business uses to identify or anticipate its
customers’ needs and desires, and promote its products or services accordingly.
Successful marketing can really boost the profitability and reputation of any
business.
Marketing mix: The set of marketing tools that the firm uses to pursue its
marketing objectives in the target market
4 p’s: Price, product, place and promotion
Direct marketing: marketing via a promotion delivered directly to the individual
prospective customer
Indirect marketing: Indirect Marketing is the distribution of a particular product
through a channel that includes one or more resellers
Market segmentation: Identifying a suitable group of customers who are most
likely to buy from you is called market segmentation
E-business: The use of internet technology to conduct or facilitate business.
E-Commerce: The trading of goods and services over the internet.
Search engine optimization (SEO): the process of improving the volume and
quality of traffic to a web site from search engines. This can be done via
targeted key words.
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The Ps of Marketing
A tried and tested marketing strategy is to focus on these 4 P’s which are key to what
will attract your customer, defining who your customer is, and how to reach them.
Promotion
Product
(Service)
Place
Price
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Task 1: Market Segmentation
Notes page …………………………………………
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Task 1: Market Segmentation answer sheet
Flake-chocolate bar
 Female
 25 – 45
 Seen as an indulgent treat
 Like luxuries
Yorkie - chocolate bar
 Men
 18-40
 Employed in manual jobs
 Hard working with large appetites

Magazines
Vogue-Mairi Claire
 Female
 25-45
 Likes designer labels
 High end fashion follower
 Professional
 Takes regular holidays
 Purchases clothes monthly
 Like quality goods and materials
 Concerned with appearances
 Expensive
 In depth interviews
Heat-Closer
 Female
 16-35
 Fashion conscious
 High street shopper
 Interested in celebrities
 Cheap to buy
 Sensationalises news/Gossip
Newspapers
Times/ Guardian – Broad Sheet
 Professional
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




Serious news – in depth information
Financial information – company info.
Party weighted – political
High end job sections – graduates professionals
Expensive 90p
Daily Mirror – Tabloid
 Popular within certain areas
 Celebrity based
 Sensationalises news
 Easy to read
 Less serious in depth stories
 Cheap 45p
 Party weighed political
Drinks
Diet Coke
 Aimed at women
 20-30
 Single / Groups (Advert – women trapped rescued by man)
 Office Setting
 Feminine
 Seen as a healthy option
 Advertised in – Heat, lifestyle magazines
 TV adverts
Coke Zero
 Aimed at men
 18-35
 Active men (Advert – James Bond) (tidying house while girlfriend in
shower Father outside the door)
 Masculine
 Image is not diet conscious/healthy
 TV adverts
 Male magazines - FHM
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Market Segmentation
Describe the market segment you are aiming to provide for, using the categories
listed below that apply to your business.
*
Who will be your most likely customer?
*
Are they distinguishable by their age/gender/family size/income range,
where they live/work/shop?
*
What is their employment group – professional/managerial;
clerical/supervisory; skilled manual/unskilled manual;
unemployed/pensioner etc?
*
What are their interests and buying habits?
*
Are you aiming for a budget / premium market?
*
How wide is your radius – how far will clients come from?
*
If you are dealing business to business, you will need to profile both your
commercial customers and the ‘end user’ of the product.
Market Segmentation – Identifying your customer base
The first step is to split the general market of customers who would buy such products
(from any provider) into more manageable ‘chunks’. This will allow you to begin to identify
a suitable group of customers who are most likely to buy from you. This process is called,
‘segmenting the market’.
Remember that you cannot be everything to everyone. You should aim what you do best
at those who are most likely to like, need and want it. This is achieved by breaking up the
general market of customers into more manageable and appropriate groups; say for
example - men/women, young/old, working/non-working etc.
Already within these large categories a group or segment of the bigger market begins to
emerge. Based on what your business can offer, the more defined your market segment
is, the clearer your customer characteristics will become. This process will enable a
greater understanding of who they are and what, typically they are like. This process will
then allow you to aim, or ‘market’ your business more appropriately to this group. When
you aim your business at a certain market segment (or customer group) with your mix of
marketing activities it is called target marketing.
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Task 2: My customer is…
Start noting down who you think you customer is. Eg. What age group,
gender, location etc.
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Target Marketing
It is important that you choose methods of marketing that will reach your
target market.
There are many different ways to reach your customer.
Some examples of marketing methods:
•
Free press
•
Local press
•
Website
•
Social Media
•
Leaflets/posters
•
Shop front
•
Direct mail/E-Mail
•
Exhibitions and trade fairs
•
Networking
It is important to conduct market research to ensure the methods of marketing
you are considering match your customer profile.
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Task 3:
Identify marketing methods that would be appropriate for the following
businesses. Remember to think about who will be the most likely
customers for these businesses:
•
Beauty business offering luxury product range
•
Accountancy firm
•
Local Catering Service
•
Mobile phone app developer
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Task 3: Marketing Methods answer sheet
Beauty business retailing luxury beauty products
 Posters/leaflets in high end hair & beauty salons
 Website
 Facebook page
 Twitter account
 High profile glossy magazines
 Networking with beauty & fashion industry
 Sending sample products to high profile celebrities
Accountancy Firm
 Business networking events
 Website
 Online business directories
 Business support forums
 Email mail outs providing news and updates
 Contacting business support agencies and banks to pass on business
cards
 Government taxation authority
 Small Business Federation
 Chamber of Commerce
 Linkedin
Local Catering Service
 Leaflet drop
 Facebook page
 Local newspaper
 Advertising
 Large shop sign
 Car adverts
 Sandwich board
Mobile Phone App Developer
 Networking within creative & digital sector
 Twitter and blog
 Technology based publications
 Business to business direct marketing
 Linkedin
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Task 4: Marketing review and action plan
Review
What marketing have you
done in the past?
How much did it cost? Did
it reach your target
market?
How did it go, was it
worthwhile?
How much will it cost, will
it reach your target
market?
How did it go, was it
worthwhile?
Action plan
What marketing could you
do in the future?
1.
2.
3.
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Marketing Planning Additional Information
For additional information regarding your marketing strategy please visit
Business link website (link below). Here you will find information regarding:
 Defining your target market
 Developing your promotional strategy
 Product strategy - positioning and differentiation
 Product portfolio - product life cycle
 Tips and pitfalls
http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073900352
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