© 2006 Pearson Education Canada Inc. 4.1 Canadian Advertising in Action Chapter 4 Strategic Planning Concepts for Marketing Communications

© 2006 Pearson Education Canada Inc. 4.2 Learning Objectives  Identify distinctions and relationships between types of planning  Describe key variables of a corporate plan  Outline organization and content of marketing & marketing communications plans  Show how integrated marketing communications plans provide solutions

© 2006 Pearson Education Canada Inc. 4.3 Business Planning Objectives What is to be accomplished Strategies How objectives will be accomplished Execution Detailed action plan

© 2006 Pearson Education Canada Inc. 4.4 Strategic Planning Model Creative / Media Plan Corporate Plan Marketing Plan Marketing Communications Plan Advertising Plan

© 2006 Pearson Education Canada Inc. 4.5 Corporate Planning A “Mission Statement” is the foundation of a corporate plan. Corporate Objectives Corporate Strategy

© 2006 Pearson Education Canada Inc. 4.6 Corporate Strategies  Penetration  Acquisition  New Products  Strategic Alliances  Divestment

© 2006 Pearson Education Canada Inc. 4.7 Which corporate strategy? Visit Crest.com and determine which strategy Crest has used to grow their business.Crest.com

© 2006 Pearson Education Canada Inc. 4.8 Major areas marketing responsibility:  Identifying & selecting target markets  Establishing marketing objectives, strategies & tactics  Evaluating & controlling marketing activities Marketing Planning

© 2006 Pearson Education Canada Inc. 4.9 Marketing Planning Situation Analysis SWOT Analysis Marketing Plan

© 2006 Pearson Education Canada Inc Market Plan: Background Analysis External Influences Market Analysis Product Analysis Competitive Analysis Situation Analysis: SWOT Analysis

© 2006 Pearson Education Canada Inc The Marketing Plan Positioning Statement Target Market Profile Marketing Objectives Sales, Market Share, Profit, Marketing Comm. Marketing Strategies Marketing Mix Budget Marketing Execution

© 2006 Pearson Education Canada Inc Importance of Positioning Product Price Marketing Comm. Marketing Comm. Distribution Target Market Analysis Target Market Analysis Competitor Analysis Competitor Analysis Positioning Strategy Positioning Strategy

© 2006 Pearson Education Canada Inc Marketing Comm. Objectives Clearly identify behavioural objectives or other objectives.  Awareness  Trial  Alter image  Launch new product  Etc.

© 2006 Pearson Education Canada Inc Marketing Communications Strategies Advertising Direct Response Online & Interactive Sales Promotion Events & Sponsorships Public Relations Personal Selling Advertising Direct Response Online & Interactive Sales Promotion Events & Sponsorships Public Relations Personal Selling Decisions on components to use influenced by: Budget available Competitive activity

© 2006 Pearson Education Canada Inc Advertising Plan Creative Plan Articulate positioning strategy What to say and how to say it Media Plan Effectiveness / Efficiency Emotional / Rational (messages) Begins with advertising objectives

© 2006 Pearson Education Canada Inc Advertising Decisions: The 8Ms Merchandise Target Market Motives Message Measurement Media Money Management