1. © 2013 Cengage Learning. All Rights Reserved
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 

2. 17
Marketing Plans
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 

3. Marketing Framework

4. Marketing Plan Overview

5. Situational Analysis
An analysis of the current situation facing the company

6. 5 Cs: Company Example Company questions Proposed answers
What are we known for?
A central point to coordinate receipt and dispersal of scholarships, to enhance college attendance and graduation rates.
Who do we want to become?
A brand as well-known as Unicef or World Wildlife Fund so we would be the 1st NPO a donor would think of when wishing to spend their largesse.

7. 5 Cs: Customer Example
Customer questions
Proposed answers
Demographics
30-45 to years
Psychographics
Care about higher education
Buying behavior
Give $20 or $50 once a year
Customer satisfaction?
Never measured, assumed ok if repeated
Do we have a loyalty program?
No, but give a calendar if receive $100+
Why don’t non-donors donate?
They think they have to give large amounts
Channel for donors?
Send check by mail
Are our buyers price sensitive?
Let donors know that giving only a little is ok, and give more frequently
Changes to expect?
Should grown as awareness grows
Begin with secondary research, then primary research

8. 5 Cs: Context Example Context questions Proposed answers Economy
Concerned with economy
Politics
Unknown; never tried a different appeal to Democrats and Republicans
Legal
N/a
Technology
Move more giving online, perhaps online videos of students’ testimonials
Societal
Emphasize the many benefits of an educated populace

9. 5 Cs: Collaborators Example
Collaborator questions
Proposed answers
Good relations with supply chain?
Fine so far, perhaps try to partner with some professional associations?
Good relations with distribution channel members?
Perhaps post ads on professional sites, Linked-In, etc., to broaden appeal

10. 5 Cs: Competitors Example
Competitor questions
Proposed answers
Who are they?
Any donation behavior: medical and health, museums & the arts, etc.
Competitors’ strengths?
Some have very good brand names

11. Marketing Plan Overview

12. Segmentation Example
Segmentation questions
Proposed answers
Current customers
Early 20s, some stay connected to friends, some click through and buy trips
Non-users
40s and older
Ideal customers
Mid 20+ with good disposable income
Identify segmentation variables that are relevant to the product

13. Targeting Example Find targets that Fit well with company
Targeting questions
Proposed answers
Estimate size and profitability
Friendship connectors bring in no direct $ and only minimal from WOM; buyers are worth $625 a year (they take one trip every other year, approx. $1350)
Corporate fit
Maybe aim a little older, maybe we should stop trying so hard to be hip (we may be turning off older crowd)
Rank desirability of segments
25-35—better disposable income than younger, and more time than crowd
Find targets that
Fit well with company
Are profitable
Are actionable

14. Positioning Example Positioning is executed via the 4Ps
Positioning questions
Proposed answers
High quality and high price? or Low quality and low price?
High quality, prices are high but we say they're “good value”
Compare to competitors?
No one is exclusive
Distribution mass/exclusive? Promo heavy/light?
To succeed, need some scale, which suggests wide availability/presence and mass promo if cheap (e-referral program)
Positioning is executed via the 4Ps
Write a positioning statement

15. Marketing Plan Overview

16. Product Example Product questions Proposed answers
Are we high-end or basic?
High-end, innovative
What are our primary features?
Convenient, trusted, good product
What are our brand associations?
Few due to minimal awareness as yet
Where are we in product life cycle?
Brand new

17. Pricing Example Price questions Proposed answers
What are our customers’ price sensitivities?
Minimal, what is being digitized is valued, and the time-savings would be great
Offer occasional price discounts?
No reason, benefits outweigh high price
Beneficial to price differently from competitors?
No competitors yet, but keep price high to gain margin and spend on R&D

18. Promotion Example Promotional questions Proposed answers
Our marketing communications (advertising) goals?
Search engines, get into Sharper Image
How to measure ad effectiveness?
Click-thrus
How to budget across IMC?
Aim for BusinessWeek, Forbes

19. Place Example Place questions Proposed answers
Will we be extensive or selective?
Selective currently, one office
Use more pull or push?
Pull
Any conflicts to resolve?
Still forging relationships

20. Market Plan Considerations
Establish a time line for actions
Establish cost estimates
Make sure that your 4Ps are consistent with one another
Make sure that your 4Ps are what your target desires

21. Appendices

22. Marketing Plans Better marketing plans Have more refined detail
Have precise estimates
Shed light on weaknesses of the plan
Are more actionable
Allow for better forecasting, understanding of costs, tighter ops delivery, etc.

23. Managerial Recap
When completing a marketing plan, remember the 5Cs, STP and the 4Ps
The marketing plan reminds the company of its goals and serves as a guide to achieve those goals
Marketing strategy/planning is iterative

24. Managerial Recap Marketing plans are works in progress
As situations change, plans change
More detailed plans are better
Create a readable plan and market it