2. The Marketing and Promotions Plan

3.  Situation Analysis  Problems and Opportunities  Marketing Objectives  Marketing Strategies  Implementation  Evaluation Major Components

4. The Situational Analysis  A SA is a snapshot in time.. A picture of your company TODAY … you do not address plans, the future, etc. This is an analysis of the current situation!

5. Situation Analysis  2 primary sections  1) Internal Considerations – the marketing mix (in your control)  Product  Promotion  Distribution  Price  2) External Considerations (not in the control of the firm)  Marketplace  Competition  Consumers  Demand  Environment

6. Product  What stage of the PLC are your products/organization?  What is your product mux in terms of the market share/market growth model (BCG)?  What are your products and attributes, competitive advantages?  What is the depth, width and length of your product line?  What is your branding strategy?

7. Price and Place  What is your current pricing strategy? Competitive, skimming, penetration, etc.?  Distribution  How, when and where do you deliver product to the consumer  Distribution  Hours of operation  Location  Payment methods What is your distribution strategy? Intensive, selective or exclusive?

8. Promotion  How do you communicate with consumers?  What is your promotions budget?  Mix of personal selling, advertising, sales promotion, direct marketing, social media efforts and PR  What has worked for you in the past in terms of communication with the consumer?  What is your existing promotions mix?  Do you have any slogans, or spokespersons

9. Situational Analysis  External Considerations  Marketplace  Competition  Consumers  Demand  Environment  Technology  Political and Legal Implications  Situational Factors

10. External Factors – Outside of your control  Marketplace – what is your overall sales potential  Legal Issues – are there any concerns with current regulations, govt oversight?  Technology – does technology impact the delivery of your products and services? Does it impact changes in your product design?  Economy – how has the economy impacted your firm?

11. External Considerations  Competition  3 levels to discuss  Direct brand  Substitute (provides the same benefits  General – competing for your customer’s disposable income  Consumer  Provide a detailed profile of your consumer including:  Demographics  Geographics  Behavioristics  AIO (Attitudes, Interests and Opinions)

12. External Considerations  Demand  Analyze the demand function of your consumer  What price and set of features are they seeking?  Additional External Situational Factors  Could include (depending on the business) sociodemographic trends, politics, etc.

13.  Identification Possible After SA  Problems May be Opportunities in Disguise  Promotion only Solves Communication Problems Problems and Opportunities

14.  Must be Specific and Measurable  Primary Marketing Objectives  Sales, Market Share, Volume  Secondary Objectives  4 P’s  Product – brand  Promotion - awareness  Price - % markup  Place - # outlets open Setting Objectives

15.  Determine Target Market  Investigate Segmentation Opportunities  Product Strategies  Branding  Packaging  Distribution  Push vs. Pull Marketing Strategies

16. Promotion Promotions Mix Advertising, Sales Promotion, Personal Selling, Public Relations, Social Media, Direct Marketing Pricing Skimming Competitive Penetration Marketing Strategies

17.  these are the aggregate segments that you will direct your marketing efforts towards  You’re prospects! Target Markets

18.  Undifferentiated Marketing  Differentiated Marketing  Focused (Concentrated Marketing) The Target Market Decision

19.  Identifying groups of people with shared characteristics within the broad markets for consumer or business products  aggregating these groups into larger segments according to their mutual interest in the product’s utility Marketing Segmentation

20.  Identify the needs structure of the consumer population  Group the customers into homogeneous segments  Id factors that are correlated with the segments (segmentation variables)  Select your target market  Develop your positioning strategy Steps to Segment

21. Segmentation Variables  Demographics  age, income, sex, family size  Geographics  regions, climate, density  Behavioristic  benefits sought, usage rates, purchase occasion, psychographics

22.  Direct Distribution - Network Marketing  Indirect Distribution - resellers and channel members to consider  Three Primary Strategies  Intensive  Selective  Exclusive Distribution

23.  Co-op Strategies  IMC  seek synergy Marketing Strategies

24.  Scheduling – when will you end and begin this plan, use calendar to identify which strategies will come into play at certain times of the year  Budgeting – how much will all of this cost, when will your payouts be? Implementation

25.  Compare Against Quantifiable Objectives Evaluation

26.  natural outgrowth of the marketing plan  outline of the actions, approaches and tactics that will be used to meet promotions objectives.  Advertising  pr  Sales promotion  Personal selling  Direct marketing  often bounded by budgetary considerations Promotions Plan

27. Advertising Pyramid  Action  Desire  Conviction  Comprehension  Awareness

28. Promotions Objectives  should support marketing objectives  deal with all elements of the promotions mix. awareness, recall, likeability, recognition, action, sales, contacts (or calls), # media contacted and story pickups

29.  our plan of action! Broken into section for each of the elements of the promotions mix  utilizes the creative mix to mobilize the forces!  target audience  product concept  communications media  Advertising, pr, personal selling message Promotions Strategies

30. Product Concept  How will the ad present the product?  In terms of:  Positioning  Differentiation  Life Cycle  Branding, packaging, classification  Thinking or feeling?

31.  Copy Elements  Advertising appeals  Humor, fear, slice of life  Copy Platform  Key Consumer Benefits to be identified  Art Elements  Visuals for packaging, ads, POP  Layout and Design Advertising Message

32.  Id Contact Person  Develop scripts for specific TMs  Training  Setting reasonable expectations  Developing long-term relationships Sales Message

33.  target audience - the people you want to speak to and address the message to  Primary and Secondary  product concept - the bundle of values or benefits  may be psychological or utilitarian  communications message  TV, radio, magazines, newspaper  advertising message - combo of art and copy and production to form message  pr message – what is the “newsworthy” item or message  Sales promotion – target new segments and spur action  Personal selling – demonstrate, address b to b customers, develop trade show information, overcome objections  Direct marketing – can this be a reasonable additions to mix? Creative Mix

34.  Define Media Objectives  Reach, frequency, GRP, scheduling  Profile audiences/readership  Match the audiences to the TM  Evaluate economics of TM vs. TA  Negotiate purchases Media Planning

35. Evaluation and Testing Advertising Research Pretest ads Test Concept Posttesting