10/2021

Marketing Plan

Pham Tien Minh

Sources: Barringer (2015), “Preparing Effective Business Plans: An Entrepreneurial Approach”,

Pearson – Chapter 7

Chapter Learning Objectives

• Describe the Overall Marketing Strategy

• Identify Pricing Strategy
• Select Sales Process and Promotions Mix
• Develop Distribution and Sales

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Introduction

Marketing Plan Articulates Firm’s:

• Marketing Strategy
• Positioning
• Points of Differentiation
• Price
• Promotional Mix
• Sales Process
• Distribution Strategy

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Marketing Plan Focus

• Develop Marketing Plan with the Customer Plainly in

Mind
– Satisfy Customers’ Needs
– Restrict Promotion Budget to Media Most Likely to be
Seen By Target Customer
• Detail Exactly Who Will Sell the Product and How the
Sales Process Will Work
– Describe Sales Process and Methods to be Used

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Section 1: Overall Marketing Strategy

• Marketing Strategy: Firm’s Approach to

Marketing Products and Services
– Stated in Broad Terms
– Basis of all Marketing-Related Activities
• Sets the Tone for This Section
• Reassures Reader Marketing Activities are
Part of an Overall Plan
• Includes Positioning and Points of
Differentiation

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Mình phải định vị doanh nghiệp của mình với đúng đối thủ, đúng ngành nghề và đặc biệt là phân khúc và mục tiêu thị trường,
chứ mình là cty Log mà đi đấu với khác ngành như coffe hoặc đối thủ quá lớn, chọn đúng.

Positioning Strategy

• Positioning: How Firm is Situated Relative to Rivals in

Target Market
Examples
• BMW (Luxury) v s Chevrolet (Functional)
e rs u

• Starbucks v s Maxwell House

e rs u

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Points of Differentiation

• Clear Points About Product Differences

– Choose Maximum of 3 Points Which Demonstrate the
Product is:
▪ Memorable and Distinct
▪ Different and Better than Existing Products
• Product Attribute Map
– Visual Depiction of Two Points of Differentiation
– Example:
▪ Range of Amenities Provided
▪ Tailored to Specific Needs of Clientele

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Product Attribute Map, Figure 7-1

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Section 2: Pricing Strategy

• How to Price Your Product or Service

– Determines Firm’s Revenue
– Sends Message to Customers
• Two Basic Options
– Cost Based:
▪ Price = Cost + Markup Over Cost
– Value Based:
▪ Customer’s Perceived Value of
Product
▪ Other Choices Available to Customer

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Other Pricing-Related Issues

• Resist Temptation to Charge Low Prices:

– Win Sales but Generate Low Profit
• Customers Make Price-Quality
Attribution:
– Higher Price = Higher Quality
– Lower Price = Lower Quality
• Price You Can Charge is Function of:
– Objective Quality of Product
– Perception of Value Offered

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Section 3: Sales Process and Promotions

Mix
• Sales Process is Firm’s Steps to:
– Identify Prospects
– Establish Relationships
– Close Sales 1. Khách hàng tiềm năng
2. Liên hệ ban đầu
3. Đánh giá khách hàng tiềm năng
• Typical Process: 4. Thực hiện bài thuyết trình bán hàng
1. Prospect for Leads 5. Đáp ứng các phản đối của khách hàng
6. Chốt đơn hàng
2. Initial Contact 7. Theo dõi
3. Qualify the Lead
4. Make Sales Presentation
5. Meet Customer Objections
6. Close the Sale
7. Follow Up
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Benefits of Sales Process

1. Fine Tune Firm’s Sales Approach

2. Selling Becomes Set of Defined Steps
3. Selling Process Requires Less Time by Targeting Only
Most Likely Buyers
4. Facilitates Firm’s Growth by Increasing Sales and
Cutting Selling Costs

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Promotions Mix

• Specific Tactics Firm Uses to Communicate With

Potential Customers
– Advertising
– Public Relations
– Social Media
– Other Promotions-Related Activities

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Advertising
• Major Goals:
– Raise Customer Awareness of product
– Explain Product's Comparative Features and Benefits
– Create Association Between Product and Lifestyle
• Choose Media Options Based on Target Market
• Weaknesses:
– Low Credibility
– High Percentage Will Not be Interested
– People Tune Out Due to Message Clutter
– Expensive
– Perceived to be Intrusive
– Poorly Crafted Ads are Irritating
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Public Relations (PR)

• Establish and Maintain Company’s Image
• Startups Favor PR Because it is Free
• Common Techniques:
– Press Release
– Event Sponsorship
– Traditional Media Coverage (Local Newspaper)
– Article in Industry Trade Journals
– Monthly Newsletter
– Social Media
– Blogging
– Civic, Social, and Community Involvement
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Social Media
• Use When:
– Build Brand, Engage Customers, Generate Sales Leads
– Target Customers are Active in Social Media
▪ Men: Aged 45 to 54
▪ Women: Aged 25 to 34
• Sources:
– Blogging :
▪ Familiarize with Business
▪ Develop Emotional Bonds
– Social Networking Sites (Twitter, Facebook, Google)
▪ Build Communities Around Product
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Other Promotions-Related Activities

• Expose Potential Customer to Product:

– Free Samples
– Trial Memberships
• Goal:
– Create Word-of-Mouth Advertising
– Develop a Sense of Anticipation

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notes kĩ phần này, rồi đưa ra plan cho 1 2 3 years nhé

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Section 4: Distribution and Sales

• Distribution: Activities that Move Products From Place of Origin to the
Consumer

– Manufacturer Wholesaler Distributor Retailer

• Variety of Choices:
– Sales Force
– Direct to Consumers through Catalogs or Website
– Intermediary - Distributor or Manufacturer’s Rep
– Blended Approach
▪ Beware of Channel Conflict
• Choice is Based on Best Way to Reach Your Target Customer

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Sales Strategy and Related Issues

• Decide Whether to Field Own Sales Force or Use

Intermediaries
– Handle Own Inventory and Distribution?
– Use Fulfillment Service Instead?
• Determine Number of Sales People
– Identify Compensation
– Project Future Needs for More Sales People
• Examples of Creative Firms:
– Dell
– IKEA
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Did You Learn?

1. Describe the Overall Marketing Strategy

2. Identify Pricing Strategy
3. Select Sales Process and Promotions Mix
4. Develop Distribution and Sales

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