Marketing plans
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This presentation was given to the DFWeStartup group on Thursday, Oct. 6, 2011 at the Dallas Baptist University, Hurst campus. It was part of a
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Marketing plans
- 1. Marketing Plan Training Delivered to DFW Entrepreneur Start-Up Group Ralph M. Gill October 6, 2011
- 3. “Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.”- Jack Welch, GE
- 4. “The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work.”- Jay Levinson, Guerrilla Marketing
- 5. “What makes content engaging is relevancy. You need to connect the contact information with the content information.”– Gail Goodman, Constant Contact2
- 6. Unfortunate Marketing Perceptions “Marketing is what you do when your product is no good.”- Edwin Land, Co-founder of Polaroid “Don't tell my mother I work in an advertising agency - she thinks I play piano in a whorehouse.”- Jacques Seguela, French Ad Agent “Marketing is the devil.”- Billy Bob Thornton “Marketing is just liquor and guessing”- Dilbert 3
- 7. Marketing and Sales Strategic Planning Process 4
- 8. Defining the Company Vision/Mission/Core Values 5
- 9. Defining the Company Vision/Mission/Core Values 6
- 10. 7 Marketing and Sales Strategic Planning Process Setting Company Objectives and Goals
- 11. Setting Company Objectives and Goals Business Objective Marketing Objective Be as specific as possible. 8
- 12. 9 Marketing and Sales Strategic Planning Process Analyzing and Designing the Business Portfolio
- 13. 10 Analysis of the company’s strengths and weaknesses to opportunities in the environment. Analyzing and Designing the Business Portfolio
- 14. 11 Developing Growth Strategies Analyzing and Designing the Business Portfolio 11
- 15. 12 Analyzing and Designing the Business Portfolio
- 16. 13 Marketing and Sales Strategic Planning Process Marketing and Sales
- 17. 14 Marketing and Sales Marketing Process Analyzing Marketing Opportunities Selecting Target Markets Developing the Marketing Mix Managing the Marketing Effort
- 19. Geographic
- 20. Demographic
- 21. Psychographic
- 22. Behavioral
- 23. Market Targeting
- 24. Products Designed for Each Segment
- 26. Occupying a clear, distinctive, and desirable place in the minds of Target Customers relative to competing products.15 Marketing and Sales
- 28. Price- cost including negotiables like discounts, credit terms, etc. to bring the price into line with the buyer’s perception of the value
- 29. Place- or distribution, activities that make the offering available
- 32. Planning- strategies to obtain objectives, answers the questions what & why
- 33. Implementation- turns plansinto actions, answers who, where, when & how
- 37. Threats and opportunity analysis
- 40. Action programs
- 41. Budgets
- 47. Issues that will affect the objectives24 24
- 49. Sales
- 50. Advertising
- 51. Sales promotion
- 52. Prices
- 55. Special offers
- 56. Trade shows
- 57. POP displays
- 58. When activities will be started, reviewed and completedMarketing and Sales
- 64. Posted on http://finance.groups.yahoo.com/group/dfw_estartup Send questions to rgilltx@gmail.com or 817.994.7255 30
Editor's Notes
- As far as the business plan is concerned, a marketing plan is a whole entity itself and can be considered a business plan by itself. So, we start with a strategic plan.
- An organization exists to accomplish something. At first it may have a clear purpose or mission but over time its mission may become unclear. As the organization grows, adds new products and markets, or faces new conditions in the environment it must renew its search for purpose. Management should avoid making its mission too narrow or too broad.
- Traditionally companies have defined their businesses in product terms (“We manufacture furniture.”) or in technical terms (“We are a chemical-processing firm.”) Mission statements should be market oriented. Products and technologies may eventually become outdated but basic market needs may last forever. AT&T, 3M are examples.
- The mission leads to objectives- business and marketing. The objective to ‘increase market share” is not as useful as the objective “to increase market share to 15% by the end of the second year.”
- At one time Ford’s positioning was, “Quality is Job 1”- Buick, “The new symbol for quality in America”- Mazda, “Just feels right”- Toyota, “I love what you do for me”- Jaguar, “A blending of art and machine”- Mercedes, “Engineered like no other car in the world”- Bentley, “The closest a car can come to having wings”
- Definition of Marketing Mix- the set of controllable tactical marketing tools that the firm blends to produce the response that it wants in the target market.