The Successful Marketing Plan: A Disciplined and Comprehensive Approach

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The Successful Marketing Plan: A Disciplined and Comprehensive Approach

The Successful Marketing Plan: A Disciplined and Comprehensive Approach

Authors: Roman G. Hiebing and Scott W. Cooper

Published: 2003

ISBN: 9780071611237 0071395210

Foreword

Preface

Introduction

What the Reader Can Expect

Disciplined Marketing Planning

The Ten Steps to Disciplined Marketing Planning

Step 1: Business Review

Step 2: Problems and Opportunities

Step 3: Sales Objectives

Step 4: Target Markets and Marketing Objectives

Step 5: Plan Strategies

Step 6: Communication Goals

Step 7: Tactical Marketing Mix Tools

Step 8: Budget, Payback Analysis, and Calendar

Step 9: Execution

Step 10: Evaluation

How to Use This Book in Your Marketing Planning

Adapt the Process to Fit Your Business

Strive to Fill Data Voids

Keep Track of Your Ideas

Apply the Material to Your Own Marketing Situation

Use Idea Starters

Allow Sufficient Time to Prepare and Modify Your Plan

PART 1 MARKETING BACKGROUND

CHAPTER 1 The Business Review

Overview

Industry Category Comparisons

Consumers Versus Customers

Why Market Information Is Important

Primary Elements of the Business Review

Section I: Scope

Section II: Product and Market Review

Section III: Target Market Effectors

Preparing the Business Review

Task 4: Develop Reference Points for Comparisons

Compare Five-Year Trends

Trends Within the Company

Company to Industry Comparisons

Competitive Comparisons

Benchmark Marketing

Task 5: Conduct Data Search

Task 6: Write Summary Statements

Organizing the Business Review

Task 1: Prepare an Outline

Task 2: Develop Questions

Task 3: Develop Data Charts

Conducting Research

Primary Research

Quantitative Research

Qualitative Research

Secondary Research

Indexing

Sources of Secondary Information

CHAPTER 2 How to Prepare a Business Review

Overview

Section 1: Scope

Task 1: Provide an Overview of Company Strengths and Weaknesses

Task 2: Identify the Organization’s Core Competencies

Task 3: Identifying Marketing Capabilities

Task 4: Development and Analysis of Potential Business Scope Options

Task 5: Analysis of Your Options

Section 2: Product and Market Review

Task 1: Corporate Philosophy/Description of the Company

Corporate Goals and Objectives

General Company History

Organizational Structure

Task 2: Product Analysis

Identify Products Within Determined Scope of Your Business

Description of Company Products, History, Strengths, and Weaknesses

Description of Competitive Product Strengths and Weaknesses

Product Trends

Task 3: Category and Company Sales Trends

Sales/Transactions/Profit Analysis

Task 4: Behavior Trends

Demographic Trends

Geographic Trends

Social/Consumer Trends

Technology Trends

Media Trends

Task 5: Distribution

Retail

Package Goods

Business-to-Business

Service Firms

Distribution Strengths and Weaknesses

Task 6: Pricing

Price of Your Product

Distribution of Sales by Price Point

Price Elasticity

Cost Structure

Pricing Strengths and Weaknesses

Task 7: Competitive Review

How to Organize and Analyze Competitive Information

Summary of Strengths and Weaknesses

Section 3: Target Market Effectors

Target Market

Awareness

Attitude

Trial

Retrial

Task 1: Review of Consumer and Business-to-Business Target Market Segments

Volume and Concentration

Industry Category Versus Company Target Market

Review of Consumer Segmentation Methods

Customer Tenure Segmentation

Demographic Segmentation (Description and Size)

Product Usage Segmentation

Psychographic/Lifestyle Segmentation

Attribute Segmentation

Heavy-User Segmentation

Review of Business-to-Business Segmentation Methods

Target Market Segmentation and Standard Industrial Classification (SIC) Categories

Other Methods of Segmenting

Task 2: Product Awareness and Attributes

Product Awareness

Product Attributes

Product Life Cycle

Task 3: Trial and Retrial Behavior

Trial Behavior

Retrial Behavior

Business Review Writing Style

Dos and Don’ts

CHAPTER 3 Problems and Opportunities

Overview

Identifying Problems and Opportunities

Problems

Opportunities

Problem or Opportunity?

How to Write Actionable Problems and Opportunities

Writing Style Examples

Product and Market Review—Sales Section

Product and Market Review—Competitive Review Section

Target Market Effectors—Target Market Section

Target Market Effectors—Awareness and Attributes Sections

Target Market Effectors—Trial and Retrial Behavior Sections

Keep Your Statements Factual

Dos and Don’ts

PART 2 MARKETING PLAN

CHAPTER 4 Sales Objectives

Overview

Definition and Importance of Sales Objectives

What to Keep in Mind When Setting Sales Objectives

Sales Objectives Must Be Challenging and Attainable

Sales Objectives Must Be Time Specific

Sales Objectives Must Be Measurable

Sales Objectives Are More Than Dollars and Units/Persons Served

Quantitative and Qualitative Factors Affecting the Setting of Sales Objectives

Quantitative Factors

Qualitative Factors

How to Set Sales Objectives

The Process of Setting Sales Objectives

Task 1: Set Quantitative Sales Objectives

Outside Macro Approach

Inside Micro Approach

Expense Plus Approach

Alternative New Product/Category Approach

Task 2: Reconciling Sales Objectives

Task 3: Qualitative Adjustment of Quantitative Sales

Final Reminders

Include Rationale with Sales Objectives

Involve Upper Management in Setting Sales Objectives

Plan to Revise the Sales Objectives

Dos and Don’ts

CHAPTER 5 Target Markets and Marketing Objectives

Overview

Target Market Definition

Segmentation

Short-Term and Long-Term Target Market Segments

Primary and Secondary Target Markets

Primary Target Market

Secondary Target Markets

Purchaser and/or User Determination

Target Segmentation Methodology

Task 1: Sales/Profits

Task 2: Segments

Segmentation Categories

Consumer Tenure

Demographics

Buying Habits/Product Use

Lifestyle Characteristics

Geography

Attribute Preference

Emotional Connections

Heavy User or Purchaser Segment

Task 3: Awareness

Task 4: Attitudes

Task 5: Decision Criteria

Task 6: Product Mix of Segments

Target Market Versus Product Plans

Task 7: Demand Analysis

Business-to-Business Target Market Segmentation

Task 1: Define Your Existing Core Customers

Task 2: Target High-Potential New Customers

New Potential Customers in SIC Categories with Which Your Company Does Business

Potential Customers in SIC Categories with Which Your Company Does Not Do Business

Task 3: Define the Decision Maker(s) and the Decision-Making Process

How to Write Target Market Descriptors

Locking the Sales, Target Market, and Marketing Objectives Together

Marketing Objective Definition

Current Users and New Users

Current Users/Customers

New Users/Customers

How to Develop Your Marketing Objectives

Task 1: Review of Sales Objectives

Task 2: Review of Target Market

Task 3: Review of Problems and Opportunities

Task 4: Quantify the Marketing Objective in Terms of Sales and Target Market Behavior

Long- and Short-Term Marketing Objectives

Differences Between Retail, Package Goods, and Business-to-Business Marketing Objectives

Dos and Don’ts

CHAPTER 6 Brand Positioning

Overview

Definition of Positioning

Importance of Positioning

Positioning Considerations

How to Develop Your Own Positioning

Positioning by Matching

Task 1: Analyze Your Product Versus the Competition

Task 2: Identify Product Differences Versus Competition

Task 3: List Your Key Target Market

Task 4: List Key Target Market Characteristics

Task 5: Match Your Product’s Characteristics to the Target Market’s Needs/Wants

Positioning by Mapping

Task 1: List Product Attributes by Importance

Task 2: Rate Your Product and Competitors’ Products for Each Attribute

Task 3: Visualize Desired Position on the Map for Your Product

Mapping Customer Versus Noncustomer Perceptions

Look for Positioning Gaps

Look for Strengths and/or Groupings

Polar Quadrant Positioning

Develop a Visual Space Map

Positioning by Emotional Relationship

Case Study: A Regional Health Care Clinic

How to Build an Emotional Relationship with the Consumer

Task 1: Develop an Individual Profile of Your Highest-Opportunity Consumer

Task 2: Brainstorm for Motivators

Task 3: Rank the Motivator Choices with Target Consumers

Task 4: Identify the Consumer’s Primary Emotional Motivator(s)

Task 5: Validate Qualitative Analysis with Quantitative Survey Results

Task 6: Use the Strongest Motivator for Positioning Strategy

Prepare a Positioning Strategy

Select a Positioning Execution

Positioning by Product Difference

Positioning by Key Attribute/Benefit

Positioning by the Users of Your Product

Positioning by Usage

Positioning Against a Category

Positioning Against a Specific Competitor

Positioning by Association

Positioning by Problem

Dos and Don’ts

CHAPTER 7 Marketing Strategies

Overview

Alternative Strategies for Consideration

Build the Market or Steal Market Share?

National, Regional, and Local Market Strategies

Seasonality Strategies

Spending Strategies

Competitive Strategies

Target Market Strategies

Product Strategies

Naming Strategies

Packaging Strategies

Pricing Strategies

Distribution of Product/Penetration or Coverage Strategies

Personal Selling/Service/Operation Strategies

Promotion/Event Strategies

Advertising Message Strategies

Advertising Media Strategies

Internet Media Strategies

Merchandising Strategies

Public Relations Strategies

Marketing R&T (Research and Testing) Strategies

How to Develop Your Marketing Strategies

Writing Your Marketing Strategies

Dos and Don’ts

CHAPTER 8 Communication Goals

Overview

The Four A’s of Communication and Behavior

The Process of Locking Sales to Communication

Effects of the Marketing Communication Process on Sales

Locking Sales to Marketing Objectives and Communication

Four Tasks to Development of Purchase Intent and Communication Goals

Communication Goals Application

Task 1: Review Awareness, Attitude, and Action/Behavior Experiences for Your Product, the Competition, the Category, and Related Categories

Understand Your Own Product History

Implement Primary Research

Review Secondary Sources

Task 2: Review Marketing Objectives, Positioning, and Strategies

Marketing Objectives

Market Positioning

Marketing Strategies

Task 3: Determine the Overall Marketing Plan Communication Goals

Purchase Intent

Attitude and Awareness

Relationship of Actual Purchase to Intent, Attitude, and Awareness

Task 4: Set Awareness and Attitude Value Goals for Each Tactical Tool

Rank Tactical Tools by Importance

Assign Values by Importance

Communication Control Challenges and Inherent Problems Regarding the Communication Value Method

Controlled to Somewhat Controlled to Uncontrolled Communication

Application Shortcomings

Dos and Don’ts

CHAPTER 9 Product/Naming/Packaging

Product Overview

Definition of Product

Definition of New Products

Why New Products Are Important

Issues Affecting the Product

Product Attributes

Product Segmentation

Product Innovation

How to Develop a New Product Plan

Task 1: Establish Your Product Objectives

Task 2: Establish Your Product Strategies

Why So Many New Products Fail

Dos and Don’ts

Naming Overview

Definition of Naming

The Importance of Naming

Developing Your Naming Plan

Task 1: Establish Naming Objectives

Task 2: Establish Naming Strategies

Task 3: Establish Naming Property Parameters

Task 4: Name Generation and Selection

Task 5: Legal Protection of Your Name

Dos and Don’ts

Packaging Overview

Functions of Packaging

Protection

Facilitating Product Usage

Communication

Functions of the Store or Business Environment

Reasons for Changing Your Packaging

Developing a Packaging Plan

Task 1: Develop Packaging Objectives

Task 2: Develop Packaging Strategies

Dos and Don’ts

CHAPTER 10 Pricing

Overview

Definition of Price

Considerations in Pricing

Breakeven

Price Sensitivity

Positioning

Target Market

Promotions

Product Life Cycle

Product Differentiation

Competitive Bidding

Business Goals

Determine Your Pricing Needs

How to Develop a Pricing Plan

Task 1: Establish Pricing Objectives

Higher, Lower, or Parity Pricing

Determine Your Price Approach

Address Geography and Timing

Writing the Price Objectives

Task 2: Establish Price Strategies

Dos and Don’ts

CHAPTER 11 Distribution

Overview

Definition of Distribution

Issues Affecting Distribution

Penetration or Market Coverage

Type of Outlet(s) or Channel(s)

Competition

Geography

Timing

How to Develop a Distribution Plan

Task 1: Establish Distribution Objectives

Task 2: Establish Distribution Strategies

Retail and Service Firms

Manufacturers

Dos and Don’ts

CHAPTER 12 Personal Selling/Service

Overview

Definition of Personal Selling/Service

Issues Affecting Personal Selling and Service

Retail and Service Firms

Manufacturers

How to Develop a Personal Selling/Service Plan

Task 1: Establish Selling/Service Objectives

For Retail/Service

For Manufacturers

Task 2: Establish Selling/Service Strategies

Examples of Retail Selling Strategies

Examples of Manufacturers’ Selling Strategies

Dos and Don’ts

CHAPTER 13 Promotion/Events

Overview

Definition of Promotion

Consumer and Trade (Business-to-Business) Promotion

Promotion Incentives

Types of Promotion

Timing of the Incentive Payback to the Target Market

Five Keys to Developing Successful Promotions

Establishing Short-Term Promotion Sales Objectives

How to Develop Your Promotion Objectives

Promotion Objective Parameters

Task 1: Review Your Marketing Strategies

Task 2: Review the Selected Marketing Strategies and Corresponding Marketing Objectives

Task 3: Create Quantifiable Promotion Objectives

Promotion Strategy and Execution Considerations

Type of Promotion Device

The Promotion Incentive

Closed Versus Open Promotions

Delivery Method

How to Develop Promotion Strategies and Programs

Task 1: Review Your Promotion Objective(s)

Task 2: Review Your Problems and Opportunities

Task 3: Finalize Your Promotion Strategies

Task 4: Develop Alternative Promotion Program Executions

Task 5: Calculate the Cost and Payback Potential of Your Promotions

Cost Calculation for Closed Promotion

Payback Analysis

Task 6: Select the Most Appropriate Promotion Executions

How to Approach Event Marketing

What Is the Goal?

Selecting an Event

Questions to Ask Yourself When Planning an Event

Types of Events

Dos and Don’ts

Appendix of Promotion Vehicles

CHAPTER 14 Advertising Message

Overview

Definition

What Is Expected of Your Advertising?

The Disciplined Process for Creating Your Advertising Message

Task 1: Advertising Objectives

Advertising Awareness and Attitude Objectives

Measurable Advertising Objectives

Task 2: Advertising Message Strategy

How to Begin Writing Your Message Strategy

How to Evaluate Your Message Strategy

Task 3: CUES Testing

Criteria for the Ideal Message Strategy

Task 4: Consideration of Executional Elements

Helpful Hints

Review “How to Create Advertising” Sources

How to Select an Advertising Agency

Dos and Don’ts

CHAPTER 15 Advertising Media

Overview

Disciplined Approach to Media Planning

Task 1: Review of Information Needed to Write a Media Plan

Task 2: Set the Media Objectives

Target Audience

Geography

Seasonality

Media Weight and Impact Goals

Optional Media Objectives for Your Plan

Task 3: Prepare the Media Strategy

Media Mix Strategy

Specific Usage of Each Medium

Scheduling Strategy

Media Testing Strategies

Task 4: Development of the Final Media Plan with Calendar and Budget

Prepare and Review Alternative Media Plans

Finalize the Media Plan

Prepare a Complete Media Calendar

Prepare a Media Budget Summary

Final Check of the Media Plan

Dos and Don’ts

Appendix of Evolving Personal Media

Direct Marketing

Interactive Media

CHAPTER 16 Internet Media

Overview

Market-Led Approach

The Process

Planning

Design

Production

Testing

Distribution

Establish Internet Objectives

Develop Internet Strategies

Target Market

Technology and Infrastructure

Alternatives

Rationale

Task 1: Develop a Content Plan

Task 2: Develop an Implementation Plan

Overview

Scope

Time Line

Budget

Task 3: Develop a Request for a Proposal

Considerations

Technology Integration

Maintenance Costs

Search Engine Registration and Site Promotion

Accessibility

Dos and Don’ts

CHAPTER 17 Merchandising

Overview

Definition of Merchandising

Issues Affecting Merchandising

Merchandising Delivery Methods

Geography

Timing

Merchandising’s Purpose

How to Develop a Merchandising Plan

Task 1: Establish Merchandising Objectives

Task 2: Establish Merchandising Strategies

Dos and Don’ts

CHAPTER 18 Public Relations

Overview

Definition of Public Relations

When You Should Use Public Relations

Advantages of Public Relations

Disadvantages of Public Relations

Public Relations as Part of Your Marketing Mix

Public Relations Audiences

Internal Audiences

External Audiences

Specialized Areas of Public Relations

Event Marketing

Gatekeeper Relations

Industry Relations

Investor Relations

Community Relations

Government Relations

Value-Adding Programs

Not-for-Profit Organizations

Cause-Related Marketing

Issues Management/Crisis Control

How to Develop a Media Relations Program

Task 1: Identify Your Target Audiences

Task 2: Establish Your Media Relations Objectives

Task 3: Develop Your Media Relations Strategies

Task 4: Craft Your Key Messages

Task 5: Determine Your Media Relations Tactics—The Message Delivery Vehicles You’ll Use

News Releases

News Advisories or Alerts

Case Studies

White Papers

Advertorials

Broadcast Vehicles

Meeting with Editorial Boards

Editor Briefings

Interviews

Website Media Sections

Dimensional Mailings

Press Kit

Executing Your Media Relations Plan

Selecting Media Targets

Media Databases

Identifying Publicity Opportunities

Media Mailings

Publicity Timetables

Media Follow-Up

Budgeting

Measuring and Evaluating Media Relations

Monitoring Publicity Placements

Advertising Equivalencies

Lead Tracking

Percentage of Coverage Owned

The Clipping Report

Dos and Don’ts

CHAPTER 19 Marketing Budget, Payback Analysis, and Marketing Calendar

Budgeting Overview

How to Develop Your Budget

Task 1: Task Method

Task 2: Percent-of-Sales Method

Task 3: Competitive Method

Using a Combination of the Three Tasks to Finalize Your Budget

How to Develop Your Budget Format

Payback Analysis Overview

Reconciling Your Budget and Payback Analysis

How to Develop Your Payback Analysis

Contribution-to-Fixed-Costs Payback Analysis

Gross-Margin-to-Net-Sales Payback Analysis

Use Your Finance Department for Help

Marketing Calendar Overview

Dos and Don’ts

PART 3 EXECUTION

CHAPTER 20 Plan Execution

Overview

Definition of Execution

The Importance of Thorough Execution

Key Steps to Successful Execution

Review and Understand All Elements of the Plan

Develop Activity Lists for the First Six Months

Communicate the Plan

Key Company Staff

Company Staff Overall

Distribution Channels

Ongoing Follow-Up

Stay Committed to the Plan

Top Management Support

Dos and Don’ts

PART 4 EVALUATION

CHAPTER 21 Plan Evaluation

Overview

Evaluation of the Marketing Plan and Its Components

Sales Trend Comparison

Sales Trend Analysis with Control Markets

Sales Trend Analysis Without Control Markets

Pre- and Post-Execution Research

How to Structure the Sales Evaluation Process

Growth Rate of Improvement Sales Trend Method Example

Execution

Examples of Preperiod to Test Period Comparisons

Dos and Don’ts

CHAPTER 22 Marketing Research and Testing (R&T)

Overview

Why the Need to Test

When to Test and When Not to Test

Types of Research and Testing Environments

Exploratory

Experimental

Internet Research

In-Market Testing

Examples of How to Develop Testing Programs

Positioning Concepts

Product Testing

Brand-Name Testing

Promotion Testing

Advertising Message Communications

Media Tests

Dos and Don’ts

APPENDIX A Idea Starters by Marketing Situation

APPENDIX B Worksheets for the Marketing Background

APPENDIX C Worksheets and Formats for the Marketing Plan

Index