1. Joanne Wilson, BA Hons, MCIM, Dip CW
Marketing Planning for the SME Part 2
iExpert
Joanne Wilson, BA Hons, MCIM, Dip CW

2. CIM definition of Marketing
Marketing is the management process responsible for identifying, anticipating and satisfying customers’ requirements profitably.

3. How can we ensure arrival? How to make your business more profitable
How might we get there?
Strategy
How can we ensure arrival?
Feedback and Control
Where are we now?
Marketing Audit
Where do we want to be?
Objectives
Which way is best?
Tactics –
The Marketing Mix
How to make your business more profitable
The Marketing Plan
Based on a model by PR Smith

4. Where are we now? I

5. Set measurable objectives. Know your goals. Be realistic but aim high.

6. Aim high Your marketing objectives might be stated in terms of:
Number of sales in a given period
% growth
Profitability
% market share
Number of customers
Always make your objectives SMART
Remember – the marketing plan is a tool to help you to achieve your overall business objectives.

7. How can we ensure arrival? How to make your business more profitable
How might we get there?
Strategy
How can we ensure arrival?
Feedback and Control
Where are we now?
Marketing Audit
Where do we want to be?
Objectives
Which way is best?
Tactics –
The Marketing Mix
How to make your business more profitable
The Marketing Plan
Based on a model by PR Smith

8. Strategy
Marketing strategy addresses three separate aspects of marketing planning (CIM):-
Customers
Competition
Internal Issues
All of these issues should be taken into consideration when working out the attractiveness / value of different market segments.

9. Competitive advantage
According to the CIM, competitive advantage is the process of identifying a fundamental and sustainable basis from which to compete. This is one of the main purposes of marketing planning.
Marketing planning guru, Michael Porter (1985) identified 3 fundamental sources of competitive advantage:-
- Cost leadership
- Differentiation
- Focus

10. Take Aim – Segment, target, position

11. How might we get there?

12. Marketing Segmentation
Consumer Markets
Demographics
- For example 18-30s holidays
Geographic
- National, local, international
Geodemographic
- An analysis of where people live and combines lifestyle data with location /
postcode data
Behaviouristic
- What the customer uses the product for
- What benefits do they seek? (eg ready meals)
Psychographic
- Lifestyle segmentation, more complex. Looks at beliefs, opinions, motivations and
aspirations. Eg Organic buyers, ‘value’ buyers.

13. Marketing Segmentation - Business to Consumer

14. Marketing Segmentation – Business to Business
Industry sector (SIC codes)
Geographical location
Turnover
No of employees
Type of decision making unit
Level of product / service usage

15. Who to target? Ansoff

16. Deciding who to target:
How attractive is a market segment? Is it viable?
Consider :-
Size – is it substantial enough to merit its own marketing messages?
Accessibility – have you got the resources / ability to exploit this segment?
Profitability – is it going to make you profit / achieve other objectives?
Suitability – Can you product or service meet their needs easily and in keeping with your brand / company objectives?
Unique – can the segment be specifically identified?
Sustainability – is the segment going to be around for a good length of time?

17. Targeting ideas
You can of course target more than one segment. You then have choices to make.
Do you target more than one segment (or the whole market) but with the SAME marketing messages? (undifferentiated)
Do you target different segments, each with their own, DIFFERENT marketing messages? (differentiated)
Do you target one segment with one set of marketing messages? (concentrated).

18. Positioning Positioning is about hearts and minds.
A positioning statement is about how your customer feels about your brand.
It explains how your company, product, service or brand fills a particular customer need.
Positioning is the process of identifying an appropriate market niche where you have established a customer need and preferably in an area where your competitors are NOT.
Positioning is about hearts and minds.

19. Positioning Matrix
Quality High
Price Low
Price High
Quality Low

20. Positioning Example - Lucozade
Lucozade was originally now as the drink to buy for people who were ill.
In 1983 Ogilvy and Mather were brought on board to reposition the brand.
The product basically stayed the same.
But it was re-positioned as a sports drink. The packaging changed, it was endorsed by a current sports star, a new logo was unveiled.
It’s focus was now on health and energy.
Sales skyrocketed.

21. Positioning – Makes your dog strong

22. Positioning – The tastiest

23. Positioning – Love

24. Profile – Build up a profile of your ideal, most profitable customer types

25. How can we ensure arrival? How to make your business more profitable
How might we get there?
Strategy
How can we ensure arrival?
Feedback and Control
Where are we now?
Marketing Audit
Where do we want to be?
Objectives
Which way is best?
Tactics –
The Marketing Mix
How to make your business more profitable
The Marketing Plan
Based on a model by PR Smith

26. The Marketing Mix

27. Marketing Communication Options
‘Promotions’

28. How can we ensure arrival? How to make your business more profitable
How might we get there?
Strategy
How can we ensure arrival?
Feedback and Control
Where are we now?
Marketing Audit
Where do we want to be?
Objectives
Which way is best?
Tactics –
The Marketing Mix
How to make your business more profitable
The Marketing Plan
Based on a model by PR Smith

29. Create an action plan

30. Have a plan
(Not like this...)

31. Assign responsibilities and timescales

32. Communication continuum

34. Communicate and implement the plan

35. Measure the results & feed everything back into your planning process

36. How can we ensure arrival? How to make your business more profitable
How might we get there?
Strategy
How can we ensure arrival?
Feedback and Control
Where are we now?
Marketing Audit
Where do we want to be?
Objectives
Which way is best?
Tactics –
The Marketing Mix
How to make your business more profitable
The Marketing Plan
Based on a model by PR Smith