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TMCC Seminar on Marketing for Non-Marketing Executives. The Marketing Planning Process BOT Prestigious Conference Hall 29 th June 2012 . Role of Marketing. Develop products Create motivations Image/Status Reassurance Develop Communication Messages Essence of your brand
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TMCC Seminar on Marketing for Non-Marketing Executives The Marketing Planning Process BOT Prestigious Conference Hall 29th June 2012
Role of Marketing • Develop products • Create motivations • Image/Status • Reassurance • Develop Communication Messages • Essence of your brand • Functional and Emotional benefits • Manage Marketing Tools • Advertising • Sponsorships and Events • Distribution infrastructure • PR • Packaging • Promotions
Key considerations • Changes in consumer behaviour • Number of players • Key Competitor activities • Inflation pressure and its effect on purchasing power • Consumers knowledge • Increased pressure in the share of pocket
Implications • Create motivations • Consumers shift to value and cheaper offerings • Consumers multiple usage of brands • Different occasions provide new offerings • Message • Communicate powerfully your Key Brand Benefit • Realistic consumer Insights • Focus on touch points beyond advertising • Media • Audience profiles • Connection moments • Decision corridors • Regulatory environment • Return on investment
Challenges • Lack of consumer understanding • Advertising Relevancy • Media usage and wastage • Execution at the point of consumption • “Me too” scenario • Marketing being seen as a spending department • Marketing budget • ROI
Marketing Planning • Phillip Kotler and Kelvin Lane Keller in the Marketing Management 12e, define “Marketing Planning as the process consisting analysing Marketing Opportunities; selecting target market; designing marketing strategies; developing marketing programs and managing marketing efforts”
Marketing Planning Process • Marketing Planning is about Brand Marketing • Brand Marketing is all about Creation of Brand Equity • Brand Equity = Marketing Planning Process
Brand Equity Process • Consumer understanding • Tracker studies • Consumer segmentation • Consumer motivation • Brand Essence and Positioning • Brand Essence • Key consumer take out • Brand Personality • Consumer driven strategy • Business objectives • Consumer goals • Activity selection • Growth drivers • Brilliant in Execution • ATL • BTL • Events and PR • Experiential activities
Winning in a competitive world • Great Brands win Consumers minds and aspirations • Focus on Brand Equity(Marketers and Non-Marketers) • Deeper understanding of your consumers and Competitors • Create relevant Brand Image: Brand Essence, Positioning, Personality • Top Brand awareness: Spontaneous, First mention • Brilliant Execution • Win Consumer preference: Loyalty and Commitment
Planning tool – My tool • Consumers • Competitors • Image • Awareness • Execution C, C, I, A, E
4 Pillars of Success in Marketing • Successful companies put consumers at the heart of the planning process • Marketing Managers need to be true CEOs of their brands • Manage brand COGS and periodic Brand P&L • Excellency in Execution will lead from good to great results. • Localization of brand activities is a key driver of brand association and hence unlock brand growth