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2. McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved. 2 Marketing Planning

3. 2-3 Marketing Plan A marketing plan is a written document containing the guidelines for the business center’s marketing programs and allocations over the planning period.

4. 2-4 Time Horizons for Marketing Plans Time Period Consumer Products Industrial Products Services 1 year62%45%65% 3 years558 5 years15173 Long term436 Indefinite022 Other142816

5. 2-5 Hierarchy of Planning SBU Planning Annual Marketing (Business) Plan Corporate Strategic Planning Group or Sector Planning

6. 2-6 Objectives of a Marketing Plan 1.Define the current business situation. 2.Define problems and opportunities facing the business. 3.Establish objectives. 4.Define the strategies and programs necessary to achieve the objectives.

7. 2-7 Objectives of a Marketing Plan cont. 5.Pinpoint responsibility for achieving product objectives. 6.Encourage careful and disciplined thinking. 7.Establish a customer/competitor orientation.

8. 2-8 Frequent Mistakes in the Planning Process The speed of the Process The Amount of Data Collected Who does the Planning? The Structure Length of the Plan

9. 2-9 Frequent Mistakes in the Planning Process (cont) Number of Courses of Action Considered Who Sees the Plan Not Using the Plan as a Sales Document Insufficient Senior Management Leadership Not Tying Compensation to Successful Planning Efforts Frequency of Planning

10. 2-10 Marketing Planning Sequence Update historical data Data analysis Develop objectives, strategies, programs Develop financial document s Negotiate final plan Measure progress toward objectives Audit Collect current situation data

11. 2-11 Marketing Plan Summary I.Executive summary II.Situation analysis A.Category/competitor definition B.Category analysis C.Company and competitor analysis D.Customer analysis E.Planning assumptions

12. 2-12 Marketing Plan Summary cont. III. Objectives IV. Product/brand strategy V. Supporting marketing programs VI. Financial documents VII. Monitors and controls VIII. Contingency plans