Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil invest desinvest Attraction Assets 01 Attractions / Assets matrices (BCG, McKinsey,

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Presentation transcript:

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil invest desinvest Attraction Assets 01 Attractions / Assets matrices (BCG, McKinsey, ADL, …)

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil PORTER, 5 forces, networks, CLIENTS COMPETITORS SUBSTITUTES SUPPLIERS Potential ENTRANTS ME

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil SWOT necessary ? when? StrenghtsOpportunities Weaknesses Threats of the company, of products,... for the company, for products,... 03

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil PESTEL analysis Political Legal factors Environmental factors Technological factors Sociocultural factors Economic factors MARKET

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Ansoff… PRODUCT MARKET CURRENTNEW CURRENT NEW DIVERSIFICATION PRODUCT DVPT MARKET PENETRATION MARKET DVPT 05

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Products/Services life cycle …need for intelligence mechanisms…. 06

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil 07 Mission (what we are…) Vision (what we intent to be in n years...)

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil 08 Services with +++ AV …protected by emerging technologies Mass customization level Emerging technologies

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil 09 Technological intelligence? Competitive intelligence? Marketing intelligence?

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Maslow, Soncas, … more on buyers motivations To BE To HAVE

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Approaches by business processes... Value Chain... 11

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Innovation Mass Production Mass Customization outside inside Transformation 12 Mass Customization cycle …where are we ? Make money Spend money Mechanistic Organic ? ? ? ?

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil 13 Markets, Clients segmentations... geographical ? socio-economic ? by sectors ? by size ? recentness ? frequency ? amount ? Reactivate ? Acquire ? Develop ? Accompany ? Keep ? Interest ? Accessibility ? Our capability ? ….. ? Market structure Competitor audit Internal audit Marketing Plan Sales and Marketing Programme External audit

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Segmentation: IPO / IPR 14

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Systematic 4 P's ? 15 promote... which product? "marketable price" ? cost ? where, how ? Call centers ? Web ? face to face ?

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil + advanced 4 P's ? 16 physical "visibility" of services distinctive competencies? partnerships alliances business processes, e-processes Physical evidence People Processes Partners

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Company Partners 1 Partners. n "Routes to Market" who does what, when? events... reclaims... contacts... demands... CLIENT 17 PROSPECTS MARKET

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Bue Ocean: cross checking? 18 Costs Buyer value Innovation - value exclude … re-enforce … decrease … create …

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Some processes mapping ? 19

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Marketing scorecards? 20

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Open Market 21 € Dream... Total achievable possible sales, without any constraints? Who would pay, where, when ? What realistic % (hypothesis)? How much (%) for competition? What realistic possible sales after that? First year ?

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Data Collection 22 From web alerts to conferences, from reports to informal meetings,...

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Financial analysis, breakeven, Total revenue Total cost Variable costs Fixed costs breakeven

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil Business monitoring, "gap" analysis 24 "operational banana" BOY I I I I I I I I EOY Sales History (high) History (low) ??? results time now target plans Gap - new products - announcements - new actions -…

Prospective Marketing Planning ©J.-F.David 2008 Ad LIBITUM Conseil What's missing: your concepts & ideas 25