1 / 9

Marketing Objective(s)

Marketing Objective(s). Marketing Objective(s). Are measurable ( SMART) Sales number (“ship 328,000 cases in 2012”) Share number (Increase market share by 1.2%) Number leading to sales and competitive advantage Increased trial Increased usage frequency Increased awareness (maybe)

nicki
Download Presentation

Marketing Objective(s)

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Marketing Objective(s)

  2. Marketing Objective(s) • Are measurable (SMART) • Sales number (“ship 328,000 cases in 2012”) • Share number (Increase market share by 1.2%) • Number leading to sales and competitive advantage • Increased trial • Increased usage frequency • Increased awareness (maybe) • Increased penetration (new market)

  3. What’s our marketing objective for Papa John’s?

  4. Rationale Sales history Attitudinal Changes Marketing effort Use numbers to defend numbers!

  5. Marketing Molecule Find a way to show the planning process visually I like this better at the end of the plan

  6. Budget Straight line method—$ad/sales ratio X unit sales projection New products are tougher. Need benchmarks. Marketing Mix allocation How do you decide? PR? DM? Events? Sales Promo? One starting point: 50%/50%

  7. McDonalds Chicken Breakfast Biscuit

  8. Data • McDonald’s new menu items averages: • Trial percentage: 31% • Traffic increase: +17.65% • Share shift:+.05% • 4-Week sales units: 572,000 • 4-Weel sales revenue: $1,470,000 • “Pull through” revenue on other products: $5,200,000 • Advertising to sales ratios: Brand: $2; Promotional item: $2.50-$5.00 depending on pull through.

  9. Recommend… A Marketing Objective A Budget Rationale for both Are there any special budget considerations for this campaign?

More Related