This 9-step marketing management plan outlines how to understand the current market, predict future trends, develop marketing strategies, promote products and the company, identify opportunities, set objectives, develop strategies to meet objectives, formulate operational plans, and implement and control the plan. The 9 steps include understanding the market and customers, predicting size, competitors and future trends, developing products, investments and organizational structure, promoting through various channels, identifying growth opportunities, setting measurable objectives, developing target market and product positioning strategies, formulating market entry and budget plans, and implementing with periodic reviews and collaboration.
2. Contents - 9 steps marketing
1. Understand – what is it?
2. Predict - What would be the future
3. Develop – What should I do?
4. Promote – How should I communicate with the
customers
5. Identify opportunities – Where do we want to be?
6. Set objectives – What are our targets
7. Develop strategy – how do we reach there?
8. Formulate plans - decide today for tommorrow
9. Implement and control – ensure achievement
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4. The Firm & the External Environment
The Market Operations
Understand and Predict Promote
• Market • Products
• Customers
• The company
• Competitors
• Sales to Prospects
• Products
• Customer Partnerships
Develop Products
• Expectations
• Investments
• Organisational Structure
A Comprehensive Model of Marketing
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5. Marketing Planning
1. Identify opportunities
2. Set Objectives
4. Develop Strategies
6. Formulate Plans
• Implement and Control
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6. 1 - Understand the Market
Size by sales Geography by units
Size by units Geography by sales
Size by profits Channels by sales
Supermarket size by sales Channel by units
Supermarket size by units Channel by profits
Competitors by units Specific segmentations by sales
Competitors by units Specific Segmentation by units
Competitors by profits Specific segmentation by profits
Customer type by sales Technological influences
Customers type by units Manufacturing influences
Customer type by profits Other influences
Geography by sales Financial influences
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7. The Market Operations
Understand and Predict
Promote
• Market
• Customers
•Products
• competitors
•The company
• Products •Sales to Prospects
Develop Products •Customer Partnerships
• Expectations
• Investments
• Organizational
Structure
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9. Understand - continue
Understand the Customer Understand the products
•Define existing customers •Competing products
•Define potential customers •Product Categories
•Product type buying criteria •Why used
•Substitutes
•Life cycle stage
•Vendor Criteria •Relation to other products
•Buying pattern •Percentage of cost
•Decision Makers •How the product works
•Decision Process
•Product Use
•Sales and Lost sales Analysis
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10. 2 - Predict the Market
Size by sales Geography by units
Size by units Geography by sales
Size by profits Channels by sales
Supermarket size by sales Channel by units
Supermarket size by units Channel by profits
Competitors by units Specific segmentations by sales
Competitors by units Specific Segmentation by units
Competitors by profits Specific segmentation by profits
Customer type by sales Technological influences
Customers type by units Manufacturing influences
Customer type by profits Other influences
Geography by sales Financial influences
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12. Predict - continue
Predict the Customer Predict the products
•Define existing customers •Competing products
•Define potential customers •Product Categories
•Product type buying criteria •Why used
•Substitutes
•Life cycle stage
•Vendor Criteria •Relation to other products
•Buying pattern •Percentage of cost
•Decision Makers •How the product works
•Decision Process
•Product Use
•Sales and Lost sales Analysis
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13. 3 - DEVELOP
Develop Products Develop Investments
–Product requirements • Promotional
–Service Requirements • Research and Development
–Terms and Conditions • Sales
–Support Requirements • Manufacturing
–Distribution outlets • Operations
–Time Frames • Management Information Services
–Price • Marketing
Developing Organisational Structure
Develop Expectations
•Marketing
–Environmental
•Sales
–Financial •Research and Development
–Skills and Systems •Manufacturing
•Operations
•Management information Services
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14. 4 - PROMOTE
Promoting the products Promoting the Company
–Media Relations
–Media advertising –Press Release
–Direct mail –Articles
–Press Release –Sponsorships
–Collateral literature –Advertising
–Application information –Investor Relations
–Documentation –Newletters / Magazines
–Trade Shows Promoting sales to prospects
–Presentations
–Catalogs
–Seminars
–Articles
Promoting Customers Partnership
–Sales guide
–Communication
–Future Directions
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16. 6 - Set Objectives
Set Objectives to
Set objectives to Internal
Environmental Constraints
Requirements
•Supports a company •Specific
opportunity •Measurable
•Measurable •Achievable
•Realistic
•Time bound
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20. Contents - 9 step management
• Understand – what is it?
• Predict - What would be the future
• Develop – What should I do?
• Promote – How should I communicate with the
customers
• Identify opportunities – Where do we want to be?
• Set objectives – What are our targets ROE / ROA
• Develop strategy – how do we reach there?
• Formulate plans
• Implement and control
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