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marketing-performance

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Information about marketing-performance
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Published on January 9, 2009

Author: aSGuest9839

Source: authorstream.com

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Marketing Performance : Marketing Performance Planning for Success Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Define your Management’s Vision and Business Mission Define your Business Value Proposition Determine your Ideal Target Market Define your Challenges and Opportunities Create an Eight Step Client Focused “Go to Market” Plan Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Management’s Vision A statement that describes the overall intent of the enterprise. It defines management’s beliefs and core values. It creates the basis for a business vision. Business Vision Defines the overall goals and specific objectives of the business. It creates a “roadmap” for how the business will succeed and a framework for how success will be measured. Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Management’s Vision Example: Bayer’s Management’s Vision Your Vision ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ ___________________________ Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Business Vision Ben & Jerry’s Ice Cream To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment. To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders & expanding opportunities for development and career growth for our employees. To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally & internationally. Your Business Vision _______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Define Your Value Proposition Value = (P+S+R+B) – C P ? Product Benefits S ? Service Capabilities R ? Relationships B ? Brand C ? Cost Value Analysis – Centered on: Product Benefits Value = (P?+S+R+B) – C _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Define the Value Proposition Value = (P+S+R+B) – C P ? Product Benefits S ? Service Capabilities R ? Relationships B ? Brand C ? Cost Value Analysis – Centered on: Service Benefits Value = (P+S?+R+B) – C _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Create a Marketing Strategy and Plan… : Create a Marketing Strategy and Plan… Define the Value Proposition Value = (P+S+R+B) – C P ? Product Benefits S ? Service Capabilities R ? Relationships B ? Brand C ? Cost Value Analysis – Centered on: Relationship Benefits Value = (P+S+R?+B) – C _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Define the Value Proposition Value = (P+S+R+B) – C P ? Product Benefits S ? Service Capabilities R ? Relationships B ? Brand C ? Cost Value Analysis – Centered on: Brand Benefits Value = (P+S+R+B?) – C _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Define the Value Proposition Value = (P+S+R+B) - C P ? Product Benefits S ? Service Capabilities R ? Relationships B ? Brand C ? Cost Value Analysis – Centered on: Cost Benefits Value = (P+S+R+B) - C?? _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Define Key Value Propositions: _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Define Key Target Markets: _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Create a Marketing Strategy and “Go to Market” Plan… : Create a Marketing Strategy and “Go to Market” Plan… Market Opportunities: _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ Competitive Challenges: _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ _______________________ From the Marketing Strategy Create a “Go to Market” Plan… : 13 From the Marketing Strategy Create a “Go to Market” Plan… Eight Key Steps to Create a Marketing Plan: Marketing Strategy Summary Introduction – Framework for Success Target Markets Analysis Market Demand Analysis Product Pricing Strategy Distribution Channel Strategy Promotions Strategy Advertising Strategy

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