Marketing Planning

Planning
Planning is a managerial activity which is a basic
requirement for
all organisations.
Key Elements:
Timing
Tasks
Responsibility
Follow-ups
Budgeting
Levels of Planning:
Strategic Planning
Marketing Planning
Tactical Planning

Planning
Levels of Planning:
Strategic Planning
It is the process of developing and maintaining a strategic fit
between the organisations goals and capabilities and its
changing
marketing opportunities
Marketing Planning
Marketing planning is the operational plan for a particular
product
or product line. The marketing plan is the detail scheme of the
marketing strategies and activities associated with each
products
marketing mix.
Tactical Planning
Tactical planning involves specifying details which pertain to the
organisations activities for a specific period of time, usually one
year.

Strategic Planning
Basic Elements:
1. Mission
2. Strategic Business Units
3. Objectives
4. Strategic Planning Tools
5. Marketing Plans
Marketing Plan:
After the strategic plan is approved and developed, the next
step is
to prepare the marketing plan. Marketing plan is usually
prepared for
each business or each product or brand as a profit centre.
The
planning period varies from product to product.

Marketing Plan
Objectives:
1. The determine the current situation facing the
product
2. To define problems and opportunities facing the
business
3. To establish objectives
4. To define the strategies and programmes necessary
to achieve the objectives
5. To pin point responsibility for achieving product
objectives
6. To encourage careful and disciplined thinking
7. To establish customer-competitor orientation

Marketing Plan
Steps in Marketing Planning:
1. Analysising the Marketing Situation
2. Developing the Marketing Objectives
3. Formulating the Marketing Strategies
4. Preparing Action Programmes and Budgets
5. Developing Control Procedures

Marketing Plan
Components of the Marketing Plan:
1. Executive Summary
2. Situation Analysis
3. SWOT Analysis
4. Objectives
5. Marketing Strategy
6. Marketing Action programmes
7. Budget Allocation
8. Monitors and Controls

Strategic Planning
The Planning Process:
Planning is a process involving generation and specification of
alternatives for facilitating decision making.
It involves:
Situation Analysis
Objectives and target selection
Strategy
Tactics
Action
Control

Every Plan should include : The 3 Ms

1. Men/Women Resources
2. Money (Budgets)
3. Minutes (Time)

Strategic Planning

Situation Analysis:
A thorough analysis of the situation is a pre requisite for a planned marketing program.
It is a sort of research -both primary and secondary
Product Analysis
Understanding of the product/service in and out
Features, attributes, benefits, etc
Market analysis/Consumer behavior
Consumer motivation and behavior towards the product or service
Buyer readiness stage
Attitudes and perceptions

Market structure analysis

Identification of market segments
Market Shares
Competition Analysis
Major Players in the market and their marketing strategies
Brand positioning/claims
Indirect competition

Social and legal factors

Eg. Government policies toward liquor, cigarette, infant food promotions
Also termed as PEST- political, economical, social & technological factors

Strategic Planning
Marketing Environment Analysis:
Environment analysis attempts to give an extensive insight as to the
current market conditions as well as impact of external factors that
are uncontrollable by the marketers. These variables play an
important role in convincing potential
customers regarding changes in market trends, market conditions, etc.
FIVE STAGES OF ENVIRONMENTAL ANALYSIS
Audit of environmental influences
Assessment of the nature of the environment
Identification of the key environmental forces
Identification of the principal opportunities and threats
Strategic position

Strategic Planning
Nature of Marketing Environment
Cultural
Factors

Economic
Factors
Suppliers

Suppliers
Market
Markete
Distribut
er
Consumers
Marketer
Demographi
Distributors
Competito r
Technologic
ors
Marketer
Marketer
c
Factors
rs
al
Factors

Political
Factors

Consumer
Competitors
s

Social Factors

Legal
Factors

Strategic Planning
Types of Marketing Environment:
1. Economic Environment
General Economic, Industrial, Resources etc

2.

Demographic Environment
Population Profile- Gender, Age, Income, GDP

3. Socio-cultural Environment
Values, customs, traditions etc

4. Technological Environment
Scientific, Electronic, Engineering etc

5. Political Environment
Party in power and its policies

6.

Legal Environment
Laws of the land

7.

E-Business
IT Infrastructure

Strategic Planning
Assessing Growth Opportunitites
Assessing growth opportunities involves planning new
businesses,
downsizing or terminating older businesses.
SWOT Analysis
The overall evaluation of a companys strengths,
weaknesses,
Opportunities and threats is called SWOT analysis. It involves
monitoring external and internal marketing environment.
Goal/Objective setting
Objectives should be clear, quantifiable where ever possible,
realistic, consistent.
Goals indicate what a business unit wants to achieve;
strategy is a
game plan for getting there.

Strategic Planning
SWOT Analysis

Strategic Planning
Objectives
Clearly defined objectives make the management task of
control easier. Drawing objectives for the first year becomes
difficult while for the subsequent years it becomes easier.

Objectives should be:

S- Specific
M- Measurable
A- Actionable
R- Realistic
T- Time specific

Marketing Objectives are often quantitative referring to

Sales, Market Share, Distribution penetration, Brand
extensions etc.

Strategic Planning
Strategy
Strategy summerises as to how we could achieve our
objectives. Communication strategies helps to
harmonize and integrate the various promotional tools.

Tactics
Tactics are the detail plan of action (POA)to achieve
short term goals which are in tune to the long term
objectives

Marketing Planning
Marketing Audit:
The marketing audit is an essential element in the marketing
control and evaluation process. It is a comprehensive,
systematic, independent and periodic examination of a
companys environment, objectives, strategies and activities
to determine problem areas and opportunities. Such an audit
provides good input for a plan of action to improve the
companys marketing performance.
Features of Marketing Audit:
1. Comprehensive- Should be complete and cover all aspects
2. Systematic- orderly evaluation
3. Independent- normally done by a third part so as to
unbiased
4. Periodic- bi monthly, quarterly, halfyearly.

Marketing Planning
Evaluation & Control
Marketing control involves the evaluation of the results of
the marketing strategies and marketing plans and taking
corrective action to ensure that the objectives are attained.
Two major types of marketing controls:
1. Operational Control involves checking ongoing
performance against the annual plans and taking
corrective action when necessary. Ex. Profitability of
products, markets etc
2. Strategic Control involves looking at whether the
companys basic strategies are well matched to its
opportunities. Marketing strategies and programmes can
quickly become outdated and hence call for a periodic
review