Linking together a company’s approach to product development, target marketing, pricing and all the other marketing cum sales initiatives needed for business success has to be done through good disciplined planning. This session focuses on how you will achieve this for your business in order to give it a strong potential foundation for development.

1. Putting Together A Meaningful Plan Which
Sets and Reviews Targets To Confirm
Development Success
Date: 9th September 2010
Facilitator: Sammy Rose MBA, MCIM
Chartered Marketer
Mentor: Maxine Ward, BA Event Mgt, DipM MCIM
1

2. ROUND UP
2

3. Setting The Objective
3

4. Make Sure Your Objective Is
SMART
Strategic
Measurable
Achievable
Realistic
Targeted & Timeframed
4

5. Setting Out Your Plan
Objective
Appraisal
Customer/Consumer Make Up
Competitor Analysis
Cost & Distribution Processes
5

6. SWOT Chart
Strengths Weaknesses
•Knowledge & Expertise •Manpower Resources
•Establishment •Financial Resources
•Product Quality •Knowledge & Expertise
•Product Definition •Lack of Customer Focus
•Service & Accessories •Product Orientated
•Image •Pricing Policy
•Pricing Policy •Image
•Customer Focus •Sales/After Sales Support
•Planning •Planning
Threats Opportunities
•Government Legislation •Government Legislation
•Industry Codes of Conduct •Industry Standards
•Barriers to Entry •Monopolies
•Price Wars •Market Niches
•Changes in Customer Attitudes •Changes in Customer Attitudes
•Imports •Exports
•New Technology •New Technology
6

7. Setting Out Your Plan
Objective
Appraisal
Customer/Consumer Make Up
Competitor Analysis
Cost & Distribution Processes
7

8. Setting Out Your Plan
Strategy
Product Proposition
Target Audience
Pricing Strategy
Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
8

9. Product/Customer Matrix
Potential/Actual Contribution To Turnover
Potential/Actual Sales/Market Share
High Low
?
High
Low
9

10. GIVING A PRODUCT ATTRIBUTES
Satisfaction Guarantee
Range
Warranty
Packaging
Brand
Functions
Optional
Extended Extras Compatibility
Warranty Core Product Colour
Size Appearance
Price
Delivery
Merchandise
Finance
10

11. Setting Out Your Plan
Strategy
Product Proposition
Target Audience
Pricing Strategy
Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
11

12. Target Audiences
B2C Business To Customer/Consumer
Accommodation Occupation
OWNED PROFESSIONAL
Males %
FEMALES % RENTED MANAGEMENT
AGE
MODERN WHITE COLLAR
<16
DETACHED
16-19
MODERN BLUE COLLAR
20-29 SEMI/TERRACED
30-44 PRE 1940`S HOUSEWIVES
DETACHED
45-59
COUNCIL RETIRED
60+
OTHER DETAILS: STUDENT
B2B Business To Business
OTHER
•S.I.C. Code
•Turnover
•Number of Employees
•Geography 12

13. Setting Out Your Plan
Strategy
Product Proposition
Target Audience
Pricing Strategy
Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
13

14. BRAND MAPPING
High Price
Premium Strategy
xx
xx
High Value Strategy
Rip off & false economy strategies x
xx
Low xx Average Strategy x
Quality High
Quality
Good Value Strategy
xx xx
xx
x Superb Value Strategies
xx
Economy Strategy
Low Price
14

15. SETTING THE PRICE POSITION
PRICE
High Medium Low
1 2 3
High
Premium High Value Superb Value
PRODUCT QUALITY
Strategy Strategy Strategy
Medium
4 5 6
Over-charging Average Good Value
Strategy Strategy Strategy
7 8 9
Rip Off False Economy Economy
Low
Strategy Strategy Strategy
15

16. Setting Out Your Plan
Strategy
Product Proposition
Target Audience
Pricing Strategy
Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
16

17. A WARENESS
I NTEREST
D ESIRE
A CTION
17

18. Setting Out Your Plan
Objective
Appraisal
Customer/Consumer Make Up
Competitor Analysis
Cost & Distribution Processes
Strategy
Product Proposition
Target Audience
Pricing Strategy
Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
18

19. FACTORS AFFECTING PRICE
Legal
Costs Objectives
Constraints
Consumer Company’s
Attitudes PRICE Market
Profile
?
Differentials Potential
Competitors
Competitors
19

20. Target Market Share
2% 10%
10%
6%
10% 3%
3%
2%
10%
7%
2%
3%
2% 20%
3%
20

21. Setting Out Your Plan
Objective
Appraisal
Customer/Consumer Make Up
Competitor Analysis
Cost & Distribution Processes
Strategy
Product Proposition
Target Audience
Pricing Strategy
Promotional Campaign
Threats & Opportunities
Financial Expectation
Action & Timeframe
21