Campaign Planning 2014
The Marketing Plan
Assembles all pertinent facts about:
Marketing Communication planning, tools, creation
an organization its markets products and services customers competition
Specifies objectives, strategies and tactics
8-3
The Marketing Plan:
Top-Down
8-4
The Marketing Plan:
Bottom-Up
Situation Analysis
Corporate
Marketing Objectives
Marketing
Need-Satisfying
Target
Market
Sales-Target
Marketing Strategy
Marketing Strategy
Marketing Mix
Positioning
Marketing Tactics
Marketing Results
Marketing Tactics
Importance of Relations
Marketing Planning
Customers, not products, are focus Top-down Planning
Bottom-up Planning
IMC Planning
Keys to Building
Brand Equity
Consumers are the life blood of the company, NOT sales
Market relationships, not transactions IMC
Lost Customers are Hard to Re-acquire
Defensive Marketing is Cheaper than
Offensive Marketing
Repeat Purchasers Account for 90% of Sales
Current Consumers are most important
Share of Customer vs. Share of Market
Lifetime Customer Value (LCV)
Know that customer has choices Integrated Marketing Communications (IMC)
The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to have a constructive encounter with the company/brand through a variety of media or other contacts.
Everyone the company encounters is important.
All encounters should be constructive.
The Integration Triangle
Basis of integration:
Say
Control
Planned messages Confirm
Do
Unplanned messages Product,
Service messages
Integrated communication:
A fully integrated campaign is a myth as a company can never fully control all the communication its audiences are exposed to.
(Brocharnd & Lendrevie, 2004)
Coordinating the controllable channels and messages Control over communication
Controllable communication adverising packaging SP
Direct marketing
Assembles all pertinent facts about:
Marketing Communication planning, tools, creation
an organization its markets products and services customers competition
Specifies objectives, strategies and tactics
8-3
The Marketing Plan:
Top-Down
8-4
The Marketing Plan:
Bottom-Up
Situation Analysis
Corporate
Marketing Objectives
Marketing
Need-Satisfying
Target
Market
Sales-Target
Marketing Strategy
Marketing Strategy
Marketing Mix
Positioning
Marketing Tactics
Marketing Results
Marketing Tactics
Importance of Relations
Marketing Planning
Customers, not products, are focus Top-down Planning
Bottom-up Planning
IMC Planning
Keys to Building
Brand Equity
Consumers are the life blood of the company, NOT sales
Market relationships, not transactions IMC
Lost Customers are Hard to Re-acquire
Defensive Marketing is Cheaper than
Offensive Marketing
Repeat Purchasers Account for 90% of Sales
Current Consumers are most important
Share of Customer vs. Share of Market
Lifetime Customer Value (LCV)
Know that customer has choices Integrated Marketing Communications (IMC)
The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to have a constructive encounter with the company/brand through a variety of media or other contacts.
Everyone the company encounters is important.
All encounters should be constructive.
The Integration Triangle
Basis of integration:
Say
Control
Planned messages Confirm
Do
Unplanned messages Product,
Service messages
Integrated communication:
A fully integrated campaign is a myth as a company can never fully control all the communication its audiences are exposed to.
(Brocharnd & Lendrevie, 2004)
Coordinating the controllable channels and messages Control over communication
Controllable communication adverising packaging SP
Direct marketing