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Introduction To Marketing Planning

The document provides an overview of marketing planning including defining marketing planning, the contents of a marketing plan, and developing a marketing plan. It discusses researching the current situation, understanding markets and customers, segmentation, targeting, and positioning. It also covers planning objectives and support, developing marketing strategies and programs, and tracking progress. Key aspects of preparing for marketing planning discussed are the 4 P's, supporting the marketing mix, and guiding principles of expecting change, emphasizing relationships, involving everyone, seeking alliances, and being innovative.

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Gangadhar Mamadapur
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220 views26 pages

Introduction To Marketing Planning

The document provides an overview of marketing planning including defining marketing planning, the contents of a marketing plan, and developing a marketing plan. It discusses researching the current situation, understanding markets and customers, segmentation, targeting, and positioning. It also covers planning objectives and support, developing marketing strategies and programs, and tracking progress. Key aspects of preparing for marketing planning discussed are the 4 P's, supporting the marketing mix, and guiding principles of expecting change, emphasizing relationships, involving everyone, seeking alliances, and being innovative.

Uploaded by

Gangadhar Mamadapur
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Introduction to Marketing

Planning
 New Brand

Monk Ad
Problems
Second life
Facebook
Solid Ink
Today’s discussion
 Overview of Marketing Planning
 Marketing Planning Defined
 Contents of a marketing Plan
 Developing a Marketing Plan
 Research and Analyze the Current Situation
 Understand markets and Customers
 Plan Segmentation, Targeting, and Positioning
 Plan Direction, Objectives and marketing Support
 Develop Marketing Strategies and Programs
 Prepare to Track Progress and Control the Plan
 Preparing for Marketing Planning
 Primary Marketing Tools
4 Ps
 Supporting the Marketing Mix
 Guiding Principles
 Expect Change
 Emphasize Relationships
 Involve Everyone
 Seek Alliances
 Be Innovative
Overview of Marketing Planning

 Nestle
 China
 Turkey
 India
Crash test MG 6
 Marketing Plan
 Part I
 Part II
 Part III
 Part IV
Research and Analyze the
Current Situation
 Starbucks (Joe
magazine)
 Sony (New
Competition from
new rivals)
 Michaels Stores
(Scrapbooking
near term sales
increasing 40% a
year)
Understand markets and
Customers

 Segmentation
 Targeting
 Positioning
Objectives and marketing
Support
 What makes a good objective?
 Sustainable Marketing
 The establishment, maintenance and
enhancement of customer relationships so
that objectives of the parties involved are
met without compromising future
generations
 Fed Ex cutting air pollution 30,000 low-
emission diesel-electric vans over the next
decade.
Marketing Strategies and
Programs
Marketing Control

 On going process continuous process


 Living.com upscale furniture store on-line
 Few upscale manufacturers wanted to sell on-line
 Thought customers would browse in store and
buy on-line (opposite happened)
 Failed to account for returned merchandize (just
threw it away)
Marketers need to develop

 Knowledge of markets and customers


 Core Competencies
 Relationships
Primary Marketing tools
Supporting the Marketing Mix

 Service is the key


Calvin Ball

 When the ball goes up the rules change


Be Innovative

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