BUILDING A

MARKETING PLAN
HASRINI SARI
KK MANAJEMEN INDUSTRI FTI ITB
PLANNED OR UNPLANNED?
CREATIVITY VS STRUCTURE
BENEFIT OF BUILDING A MARKETING PLAN

 Identifying Opportunities
 Leveraging Core Capabilities
 Adopting a Reduce-Market-Focus Strategy
 Resource Allocation
MARKETING PLAN IS A PROCESS

SITUATION MARKETING PERFORMANCE

ANALYSIS STRATEGY PLAN

• Where Are We Now? • Where Do We Want • Where will This Take

to Go? Us?
PART I: SITUATION ANALYSIS

Current Market Competition & Customer Competitive

Market Share
Performance Demand Industry Needs Position & Value
• Sales • Market Size • Competitors • Market Share • Customer • Product &
• Margins • Growth Rate • Industry • Share Metrics Needs Services
• Potential • Share Position • Share • Purchase • Cost of
Potential Behavior Purchase
• Customer • Customer
Profile Value

SITUATION ANALYSIS MARKETING STRATEGY PERFORMANCE PLAN

• Where Are We Now? • Where Do We Want to Go? • Where will This Take Us?
PART II: MARKETING STRATEGY

Strategic Market Market Share & Positioning Communication

Price Strategy Channel Strategy
Plan Share Metric Strategy Strategy
• Strategic • Market Size • Current & • Price changes • The average • Kind of
Objectives • Growth Rate Proposed with respect to revenues, communications
• Positioning Plan • Potential (ex. product benefit offered margins, and needed to affect
• Investment Customer positioning marketing and customers and
retention) • Customer value sales expenses of intermediaries
each channel

SITUATION ANALYSIS MARKETING STRATEGY PERFORMANCE PLAN

• Where Are We Now? • Where Do We Want to Go? • Where will This Take Us?
PART III: PERFORMANCE PLAN

Marketing Break-Even Performance Income

Revenue Plan Profit Plan
Budget Analysis Scorecard Statement
• Market Share • Personnel • Percent • Break-Even • Market • Return on
• Pricing • Expenditures Margins Sales Metrics Sales
• Revenues • Percent of • Marketing • Break-Even • Performance • Asset
Sales Profits Share Metrics Turnover
• Profitability • Profitability • Profitability • Return on
Metrics Risk Metrics Assets

SITUATION ANALYSIS MARKETING STRATEGY PERFORMANCE PLAN

• Where Are We Now? • Where Do We Want to Go? • Where will This Take Us?
STRATEGI IMPLEMENTATION… IS MORE IMPORTANT
EVALUATION OF STRATEGY IMPLEMENTATION:
FEEDBACK