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Analysis for Marketing Planning

Analysis for Marketing Planning . Defining the Market. Marketing Planning . A written document containing a specific blueprint for business/business unit’s marketing program and allocations for a specific period of time. Corporate strategic planning. Group or sector planning.

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Analysis for Marketing Planning

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  1. Analysis for Marketing Planning Defining the Market

  2. Marketing Planning • A written document containing a specific blueprint for business/business unit’s marketing program and allocations for a specific period of time.

  3. Corporate strategic planning Group or sector planning SBU planning Annual marketing plan

  4. Marketing Planning Sequence Collect data Analyze data Develop objectives, strategies, programs Develop financial documents Negotiate final plan Measure progress toward objectives Audit

  5. Marketing Plan Components • Executive summary • Situation analysis • Industry analysis • Competitor analysis • Customer analysis • Demand analysis & forecasts • Marketing objectives • Marketing strategy • Marketing tactics • Product/brand management • Pricing management • Distribution management • Communications management • Budget • Implementation and control plan • Contingency plan

  6. Market Definition

  7. Methods for Determining Competitors

  8. Defining market by levels of competition • Identify levels or dimensions of competition • Three dimensions of competition: • Works from broad to narrow • Identifies all possible opportunities, enabling business to be proactive and to anticipate consumer needs

  9. First Dimension: • Identifies competing product classes serving generic need. Example: Generic need = thirst Competing product classes = milk, soda, coffee, tea, juices, water, etc.

  10. Second Dimension: • Identifies competing product forms within product class. Example: Product class = coffee Competing forms = whole bean, ground, instant, coffee bags, etc.

  11. Third Dimension: • Identifies competing brands within product form. Example: Product form = whole bean Competing brands = Folger’s, Starbuck’s, Millstone, Gevalia, etc.

  12. Marketing Definition Thirst Broad Milk Soda Coffee Tea Juice Ground Whole Bean Instant Coffee Bag Narrow Folger’s Starbuck’s Millstone Gevalia

  13. Product form competition: Diet colas Product category competition: Soft drinks Generic competition: Beverages Budget competition: Food & entertainment

  14. Defining market using customer-based data

  15. More Gentle Anacin 3   Tylenol Reg. Str. Less Strong More Strong  Tylenol Extra Str.  Bufferin  Bayer  Anacin  Anacin Max.  Excedrin Less Gentle

  16. Customer judgment • Similarity of consideration sets • Product deletion • Substitution in use

  17. Choosing Competitor Focus • Depends on several factors:

  18. Product Life Cycle

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