Published on February 10, 2014
Strategic Marketing Plan Template Andrew Mashman email@example.com
Planning • Sets the scene to get things done • Empowers people to share the vision and actually implement • Is a important communication tool • The process is likely to be more beneficial than the end hardcopy plan • Think laterally about the future, your organisation, the environment and customers to come up with clever ideas and solutions for customers. © Liberated Vision 2013 - www.liberatedvision.com.au
• Hooley etal 2008 © Liberated Vision 2013 - www.liberatedvision.com.au
Why does or can the firm/organisation exist ? What drives the business ? (top level) • Vision • Mission © Liberated Vision 2013 - www.liberatedvision.com.au
Corporate, Product or Market Based Goals • Corporate Goals and Objectives – aim for 3-6 tangible measures of success for the organisation - SMART Goals Action Measure © Liberated Vision 2013 - www.liberatedvision.com.au Timing
Our Organisation – what are we great or poor at (this informs our strengths and weaknesses). Should impact customers • Good or Great @ ? • Things we’d like to change © Liberated Vision 2013 - www.liberatedvision.com.au
Product and Market Definition • Markets – describe key markets ? –1 –2 –3 • Products/Services – solutions ? –1 –2 –3 © Liberated Vision 2013 - www.liberatedvision.com.au
Markets Dimension Market 1 Market 2 Size – act/pot Growth Life cycle stage Demands Characteristic s © Liberated Vision 2013 - www.liberatedvision.com.au Market 3
Customers Dimension Target Mkt 1 Describe Eco Coffee heads Demographics Education Uni +, Single Geographic's SE Seaboard Aust Psychographics Concern for the environment Behavioural Café Life What's Bought fairtrade Where do they shop Café / Barista Frequency 3 times per month Value Expectations Premium service Price not critical % of Market / Growth 25% Growing 10%pa Profiles Urban Gen y Target Mkt 2 Target Mkt 3
Competitors • Key Competitor Analysis – think from a customers perspective – beware of substitute products/services – use a table to capture key parameters Rank Competitor Strengths Weaknesses Customers Capability Strategy
Environmental Analysis • Technology • Government – Gov Incentives – Political risks • Economics
Environmental Analysis • Culture – Emerging trends – lifestyles, fashions. religion, values, language. • Demographics – Changing market size, opportunities & threats © Liberated Vision 2013 - www.liberatedvision.com.au
Strengths, Weaknesses, Opportunities & Threats (summary of the SA) list the key points Strengths Weaknesses Opportunities Threats © Liberated Vision 2013 www.liberatedvision.com.au
Critical Issues Identified • 2 to 4 things central and critical to achievement of future goals coming out of the Situational analysis and SWOT, things that MUST be included in your plan. • 1 • 2 • 3 © Liberated Vision 2013 - www.liberatedvision.com.au
SCA & Strategy – these are guiding issues which help frame the plan. • What do we/can we do better than the identified competition? • -- • In generic strategy terms how will we compete – Differentiation, focus/niche, low cost • -© Liberated Vision 2013 - www.liberatedvision.com.au
• • • • • • • • • STP – the tactical marketing plan While earlier material sets the scene for the plan, now you are working at a level that is likely to be about a target market, a brand or a specific set of products or services. Choose a specific TM for this plan and then everything is aimed at meeting this TM’s needs Develop objectives at a product, service or brand level which need to be achieved with this TM and contribute to the organisations overall goals. S – Specific M – Measurable A – Achievable R – Realistic T – Timely 3 or 4 things © Liberated Vision 2013 www.liberatedvision.com.au
Market Targets and Objectives • The target market of this plan is ……. Specifically define who it is and who its not • With the TM we will achieve…….. © Liberated Vision 2013 - www.liberatedvision.com.au
Positioning • Marketing Program Positioning Strategy – A short statement encompassing what will be achieved through developing the 7 p’s – Product – intangible/tangible solutions that the target market is looking for. – Price – what “value” is the target market looking for ? – Place – where does the target market look for it – how will you get it there ? – People, Physical Evidence & Process also – Promotion – how will you communicate these things to the target market and how will you make them aware and finally purchase your offering (solution) above. – A positioning statement can be used to help quantify it © Liberated Vision 2013 www.liberatedvision.com.au
Positioning Statement and graphic • Develop this in light of the customer benefits © Liberated Vision 2013 - www.liberatedvision.com.au
Product or Service – think Solution • What's the package of tangibles and intangibles you will make available to your TM inc brand. • Think laterally about what this is and how the customer is benefiting…. • Solid understanding of this makes the other P’s easy ! © Liberated Vision 2013 - www.liberatedvision.com.au
Price – Value Package • How will the TM perceive your price positioning • What is the Value proposition • What is the context of consumption © Liberated Vision 2013 - www.liberatedvision.com.au
Place or Distribution • Getting the product / service to the consumer/client at the right place, right time, right price © Liberated Vision 2013 - www.liberatedvision.com.au
Physical Evidence • The look and feel - physical cues or website for the virtual organisation • What will the TM/ Stakeholders see or perceive ? © Liberated Vision 2013 - www.liberatedvision.com.au
Process • How can process help manage the Customer/Client/stakeholder experience • What will the TM experience ? © Liberated Vision 2013 - www.liberatedvision.com.au
People • How are People important • How can people add value to the customers/clients/stakeholders experience ? © Liberated Vision 2013 - www.liberatedvision.com.au
Promotion • Communication of the other P’s to the TM and only TM or other important stakeholders/decision makers. • Advertising • Public Relations (publicity, cause related, corp. advert, experiential, lobbying) • Direct Marketing • Sales Promotion • Personal Selling – Which media ? © Liberated Vision 2013 - www.liberatedvision.com.au
Communication Plans • Communication plans – – – – – Advertising Public Relations & Publicity Personal Selling Sales Promotion Direct Marketing • Choose a various tools to reach your TM and your communication goals • What Media • What Time Frames © Liberated Vision 2013 www.liberatedvision.com.au
Communication Plan (can integrate for a total implementation plan) Action/Tool Detail Who/When Objective © Liberated Vision 2013 www.liberatedvision.com.au Target
Forecasts and Budgets • Get the right numbers to support your plan • Work out how to track this to0. Impress the accountants – spreadsheets, project software. © Liberated Vision 2013 - www.liberatedvision.com.au
Contingency and scenarios • Possible What ifs ? (risk management and proactiveness) Risk Event Probability Consequenc Responsibilit Response es y © Liberated Vision 2013 - www.liberatedvision.com.au
Implementation (could be integrated with your comms plan) Tool or Action • TV ad Objective • • Create Awareness (measure TARPS) Target • • Timing 25 -35 female Ch 10 • Lead up to pink ribbon day Responsibility • Jane – Marketing & ad agency © Liberated Vision 2013 www.liberatedvision.com.au Progress • • Creative finished Places booked
Evaluation • • • • Against original goals or objectives What to measure How to measure it When to measure it • Becomes the tool of proactive change and input for future plans © Liberated Vision 2013 - www.liberatedvision.com.au
Marketing your plan • • • • • Who are the stakeholders What information do your stakeholders want How do they want to get it How can you get their buy-in Internal and external presentations, roadshows, incentives. • Use hardcopy, intranet, extranet, video, podcast and chalk art in the hallways ! © Liberated Vision 2013 - www.liberatedvision.com.au
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