1. MARKETING & PLANNING
Johanna Heinonen
Make it simple.
Make it
memorable.
Make it inviting
to look at. Make
it fun. Make it
engaging

2. Is this
marketin
g?

3. IS THIS MARKETING?

4. IS THIS MARKETING?

5. IS THIS MARKETING?

6. Marketing?

7. MARKETI
NG?

8. MARKETING
?

9. Is this marketing?

10. Is this
marketing?

11. Is this marketing?

12. Is this marketing?

13. MARKETING
 Marketing is the success factor in a
company
 Marketing can be seen in everything that
is done in a company and outside it
 Every function in a company has its effect
on
marketing
 Even customers and stakeholders has
effect on marketing results

14. A GOOD MARKETEER
 A good marketer can easily form the big
picture of the situation
 A good marketeer knows something about
almost everything (open-minded)
 A good marketeer is curios and hardworking
 A good marketeer gathers enough
information and then thinks what are the
best solutions to the problem (analytical)
 A good marketeer is creative
 A good marketeer knows the value of money

15. Compare to
business
canvas

16. FEW WORDS OF ANALYSES 1
 Gather information of the company
 Facts about location, ownership, marketing,
products, services, resources, decoration, values,
personnel, goals
 Analyze customers
 Present vs. future; segmentation
 Needs, values, wishes
 How do the customers affect business and
marketing? What kind of changes / improvements
they cause? WHY?
 Analyze the competitors (NOTE! Competitors are those, who
fight for customers’ attention and money)
 Present competitors vs. future competitors
 Their products, services, marketing, strengths,
values
 How should the company differentiate itself from the
competitors so, that that customer would choose it

17. FEW WORDS OF ANALYSES 2
 Analyze laws and regulations
 What laws and regulations affect the company and its
business?
 How do these laws affect? What kind of demands or
restrictions they set to the company?
 Analyze trends and culture
 Are there some trends that affect demand or our
business? Does culture has some impact on demand,
marketing or our business?
 How do these effect? Do they cause some improvements /
changes? Why?
 Analyze economical and technological environment
and trends
 Are there some trends that affect demand or our business
amd its marketing?
 How do these effect? Do they cause some improvements /
changes? Why?

18. MARKETING PLAN
1. Introduction and idea
2. Analyses
2.1 Organizational analysis
2.2. Competitor analysis
2.3. Demand analysis
2.4. PEST analysis
2.5. SWOT
3. Strategical decisions
3.1. Target group
3.2. Strategical values
3.3. Goals and objectives for marketing plan
4. Implementation
4.1. Product
4.2. Price
4.3. Place
4.4. Personnel
4.5. Promotion
5. Budget, timetable and responsibilities
6. Follow-up
WHERE ARE WE GOING TO?
• Your own definitions about the
most
reasonable target group, the
values /
adjectives this target group
respects
and the goals for this marketing
plan
WHERE ARE WE NOW?
• Facts
•Information from different
sources
HOW TO GET THERE?
• Your own ideas/suggestions of the
implementation based on the facts you
have gathered earlier and put under the
topics of 5P
• Strategical values should be seen in
each of 5p’s
• The ways how the defined
implementation (5p’s) helps in reaching
More detailed version
http://www.slideshare.ne
t/JohannaHeinonen/mar
keting-plan-in-85-slides

19. THANK YOU!