MARKETING PLAN

Document Sample
MARKETING PLAN Powered By Docstoc
					MARKETING PLAN

      For

   SME & OTOP
   การตลาดมี
ความสาคัญอย่างไร
   ต่อธุรกิจ?
                            The Importance
                            of Marketing


Financial success depends on
marketing
No demand - no business
Marketing decisions tough
–   What to design
–   What prices to offer
–   Where to sell
–   How much to spend on
    advertising…
Scope of Marketing – Who Markets?

marketplace     a physical place
marketspace     a digital place
metamarket      a cluster of related
                  products in
                 consumers’ minds,
                from diverse industries
Cosmoneuticals
  :
• Dermatology drugs
   • by Shiseido:
  Ad Industry
  Japanese cosmetics
  firmconvergence
• Cleanser, lotion,
  medication
• Sold in Japan -
  drugstores
Figure 1.3 Holistic Marketing Dimensions
การวางแผนประกอบไป
       ด้วย ?
    ประโยชน์ของการวางแผนตลาด
         •ช่วยในการวางแผนเพื่อใช้
         ทรัพยากรที่มีจากัดให้บรรลุ
         เป้าหมายที่ตั้งไว้ในเวลาที่
         กาหนด
         • ช่วยให้องค์กรสามารถ
         เผชิญกับการ
         เปลี่ยนแปลง

•
ประโยชน์ของการวางแผนตลาด
        ช่วยลดความขัดแย้งในองค์กร
        •

  • กาหนดทิศทาง ศักยภาพและ
  โอกาสในการตลาด
  • เป็นสื่อกลางสาหรับความเข้าใจกัน
  ในการปฏิบัติงาน
อุปสรรคในการทาแผนตลาด
 • วัฒนธรรมองค์กร
 • ไม่เข้าใจในกระบวนการการบริหารเชิง
   ระบบ
 • ขาดความสนใจในการคิดเชิงวิเคราะห์
 • ไม่ให้ความสาคัญกับการวางแผน
   การตลาด
      Marketing Plan
    คุณลักษณะของแผนการตลาดที่ดี
•   ควรมีฐานมาจากข้อมูลจริงมากที่สุดเท่าที่จะมากได้
•   สามารถนาไปปฏิบัติได้ภายใต้ทรัพยากรอันจากัด
•   มีความเสมอต้นเสมอปลายในทุกส่วนของแผนงาน
•   มีเป้าหมายที่ชัดเจนเป็นไปได้ภายใต้ข้อจากัดที่มีอยู่
•   ต้องบอกวิธีการวัดผลอย่างชัดเจน
  The Marketing Plan Process

Executive Summary & Table of Contents
  Current Marketing Situation
    Opportunity & Issue Analysis
      Objectives
        Marketing Strategy
          Action Programs
            Projected Profit-and-loss
               Controls
             Executive Summary
• A well-received executive summary will be
  succinct, to the point and will provide the
  audience with an understanding of the
  rationale behind the strategies and tactics.

• Keep it simple and succinct.
• Only cite data that is relevant to your
  conclusions.
• Mention only those elements of the
  situation analysis that are key to
  understanding the given or result.
         Executive Summary

• Do not repeat anything, avoid saying
  the obvious or stating the status quo.
• Identify the differences in the market,
  the competition and your plan that will
  lead to different results, not
  similarities to previous situations
  of plans.
          Executive Summary


• Objectives and financial summary
• Market definition and executive
  summary or market information
• Core marketing strategy, supporting
  strategies, key actions.
Part 1: Purpose and
        Mission
  Purpose of Marketing Plan

• This part also includes organizational
  background information
• Offer brief explanation for why this
  plan was produced
• Suggest what may be done with the
  information contained in the plan
         Mission Statement
• Identifies a stable long-run vision of the
  organization that can answer such
  questions as:
  - Why is the company in business?
  – What markets do we serve and why do
    we serve these markets?
  – What is the general corporate
    philosophy for doing business?
  – What products/services does the
    company offer?
         Mission Statement
• In developing the vision presented in the
  mission statement consider:
  – Company History
  – Resources and Competencies
  – Environment
Lesson learn
                   GROWTH
                  STRATEGY




                             24
Eiji Koike
President & CEO
Cerebos’ Formula for a Successful
         & Sustainable Business
• Customer Focus
    - Existing customers
    - New customers


    improve service levels,
    customer satisfaction,
    strengthen customer loyalty & retention
          For Mind, For Body, For Life.
               - Our Mission -

 BRAND’S will be your “Health Partner” at every stage of your
life. We know your lifestyle is demanding and that you need to
maintain good health, both physically and mentally, to sustain it
---------------------------------------------------
“We are selling solutions for
health”
Cerebos’ Formula for a Successful
         & Sustainable Business
• Customer Focus
    - Existing customers
    - New customers

• Core Business Focus
    - Health Supplements
    - Coffee
    - Sauces
Leverage on our core brands and corporate
  wide thrusts to “grow Cerebos faster”
           Core Brands         Key Focus Areas – “ Faster Growth ”
Health Supplements
                         • Further leverage strong brand and CRM to improve overall
                           penetration and frequency of consumption
                         • Strengthen consumer proposition and focus R&D activities
                           on new product development
                         • Expand geographically



Coffee




                         • Enhance consumer understanding and grow profitable
Sauces                     customers through CRM
& Spices                 • Strengthen core brands
                         • Leverage innovation and NPD activities
Part 2: Situational Analysis
1.   Current Product Analysis
2.   Describe the Current Target Market
3.   Describe Current Distributor Network
4.   Competitive Analysis
    - 4 Ps and service of competitors
    - competitor’s strengths and weaknesses
    - competitive trends
5. Financial Analysis for Product or Product Line
   - Current Sales Analysis
   - Profitability Analysis
Part 2: Situational Analysis
6. Environmental Problems and
   Opportunities
The Marketing Environment

                         Demographic

                            Company
   Cultural                                  Economic

              Publics                 Suppliers
                         Company
                                    Customers
              Competitors                         Natural
  Political
                        Intermediaries


                        Technological
The Microenvironment

                Company

  Publics    Forces Affecting a        Suppliers
            Company’s Ability to
                   Serve
                Customers
Competitors                        Intermediaries
               Customers
                   New entrance
Five Force Model




                   company

                   Company

   supplier
                                  buyer

                    substitute
The Macroenvironment

              Demographic

  Cultural   Forces that Shape   Economic
              Opportunities
             and Pose Threats
               to a Company
 Political                       Natural
             Technological
 Economic Environment


 Economic                     Changes
Development      Key         in Income
               Economic
              Concerns for
               Marketers

                Changes
              in Consumer
                Spending
                 Patterns
  Natural Environment
                   More Government
                     Intervention



                      Factors
                      Affecting
Higher Pollution         the         Shortages of
    Levels             Natural       Raw Material
                    Environment



                   Increased Costs
                      of Energy
Part 2: Situational Analysis
7. Product/Market Analysis Tools
   - Product Life Cycle Analysis
   - Boston Consulting Group
Growth/Share Matrix
8. Summary of Current Situation
•     Provide a SWOT analysis for the
  company’s product(s) that includes:
  –   strengths
  –   weaknesses            Internal Factors
  –   opportunities
  –   threats         External Factors
        O         T


S   GO ON     HANG ON


W   HANG ON   WAIT/AVIOD
    SWOT
  ANALYSIS




CORE COMPETENCY
      PEST ANALYSIS

            &

     FIVE FORCE MODEL




BUSINESS ATTRACTIVENESS
          Responding to the
         Marketing Environment

• Reactive: Passive Acceptance and
  Adaptation
  – Companies design strategies that avoid
    threats and capitalize upon opportunities.
• Proactive: Environmental Management
  – Use of lobbyists, PR, advertorials,
    lawsuits, complaints, and contractual
    agreements to influence environmental
    forces.
How to set marketing
     objective?
SMART OBJECTIVES


     Specific
    Measurable
    Actionable
     Relevant
  Time - Specific
         Market Definition
• Identify the consumer segment in which
  your products compete.
• Bases for Segmenting Consumer Market
 * Geographic        * Demographic
 * Psychographic        * Behavioral
Customer Markets


       International              Consumer
          Markets                  Markets



                  Company
 Government                             Business
  Markets                               Markets

                       Reseller
                       Markets
      1.3 การกาหนดกลยุทธ์ทางการตลาด
     (Marketing Strategy Determination)


1. การขยายตัวให้มากขึ้น 2. การขยายตัวแบบรวมตัว 3. การขยายตัวแบบ
     intensive                  integrative        หลากหลาย
1.1 การเจาะตลาด         2.1 การรวมตัวไปข้างหน้า 3.1 แบบหลากหลาย
                                                   จากจุดศูนย์กลาง
1.2 การพัฒนาตลาด        2.2 การรวมตัวไปข้างหลัง 3.2 แบบหลากหลาย
                                                    ในระดับเดียวกัน
1.3 การพัฒนาผลิตภัณฑ์ 2.3 การรวมตัวในระดับ 3.3 แบบหลากหลาย
                            เดียวกัน                ที่แตกต่างจากเดิม
          ตารางการขยายผลิตภัณฑ์/ ตลาด
        (Product / Market Expansion Grid)
                   ผลิตภัณฑ์เดิม                          ผลิตภัณฑ์ใหม่
      การเจาะตลาด                            การพัฒนาผลิตภัณฑ์
      (Market Penetration/Intensification)   (Product Development/Diversification)
ตลาด
      * กระตุ้นลูกค้าปัจจุบัน                * ปรับปรุง/เปลี่ยนแปลงผลิตภัณฑ์เดิม
 เดิม
      * แย่งลูกค้าคู่แข่ง                    * พัฒนาผลิตภัณฑ์ใหม่ แต่ยังเกี่ยวกับสาย
      * หาลูกค้าใหม่ในตลาดเดิม จาก             ผลิตภัณฑ์เดิม
        ประโยชน์การใช้ใหม่                   * เป็นการขยายตัวที่มีความเสี่ยงมาก
     การพัฒนาตลาด
ตลาด (Market Development/Diversification)
ใหม่ * เหมาะกับตลาดปัจจุบันอิ่มตัวแล้ว               การขยายตัวแบบหลากหลาย
     * ขยายตลาดด้านภูมิศาสตร์
     * หาลูกค้ากลุ่มใหม่ ในตลาดใหม่
        Strategic Direction
 Market Development – increase new users (Branding)
 Market Penetration - Increase usage (CRM)
   • Better taste
   • Friendly packaging
   • Scientific proof
 Product Development (Innovative, Relevant)
   • Veta Berry , Prune
   • Heath Supplements Tablets
 Geographic expansion – new markets
 Acquisition
Cerebos’ Formula for a Successful
         & Sustainable Business
• Customer Focus
    - Existing customers
    - New customers

• Core Business Focus
    - Health Supplements
    - Coffee
    - Sauces

• Core Competencies Focus
    - Branding
    - Customer Relationship Management
    - New Product Development
        Brand’s Branding & CRM Focus

 Mass                             1-2-1
                 Segmentation     Relationship
 Marketing




 Asia

              Customer Relationship Management
BRAND MANAGEMENT
More Education on Scientifically Proven Benefits




          New, Innovative, Customer Oriented Products
       Implementation Plan
• Key Execution Elements
   * Pre – Launch
       > PR Program
           - Press Conference
           - Press Tour
           - Press Release
           - Etc.
          Implementation Plan

• Key Execution Elements
  * Launch
     > IMC Plan
       - Key Creative Ideas
       - Key Activities Grid
       - Media Plan
       - PR Plan
       - Consumer Promotion Plan
    - CRM Plan
       - Launch Event & Marketing Event Plan
       - Budget (Break down by activities) & ROI analysis
360°Marketing Model
Impact Across the Globe


  Brazil




                         Chapter 5: Blast your taste buds
Venezuela   Brazil PO1    China                   Thailand
THEN



       Mass advertising, TV centric model
       One way communication
NOW



      Customer Engaging model
      Two way communication
                      Direct Mailers




Interactive website
Regular newsletters from BRAND’S®
to customers on mailing list
Staff and consumers having fun together at health camps
Field
trips and
Factory
Visits for
loyal
consumers
Health seminars
empower
consumers to
take charge of
their health matters
              BRAND’S® Call Centre
              in Taiwan receives an
Picture of     average of 500 calls
Call Centre
 in Taiwan
              from consumers daily
We must continue to CHANGE

Remain relevant to consumers needs
and wants                 CRM

Maintain our differentiation and justify
our premium pricing          Branding

Increase customer loyalty
It is not the strongest of
the species that survive,
nor the most intelligent
but the one most
responsive to change


                             Charles Darwin
                    Exhibit 20.11

The Contingency Planning Process

 Identifying critical assumptions about the future

Measuring probability of each critical assumption’s
                   being right

      Rank ordering of critical assumptions

        Tracking/monitoring of action plan

   Setting triggers to activate contingency plan

     Specifying alternative response options
  Evaluating and Controlling the
       Marketing Process
Efficiency control
•Improve marketing efficiency



Strategic control
• Review for effectiveness
• Conduct marketing audit
• Rates performance
• Reviews for ethics and social responsibility
 Evaluating and Controlling the
      Marketing Process
Annual-plan control
• Set goals
• Monitor performance
• Determine deviations
• Take corrective action

Profitability control
• Identify expenses
• Measure expense
• Prepare profit/loss
Table 22.4 Types of Marketing Control
Figure 22.5

The
Control Process
         Evaluation and Control
             - Efficiency and Control
SALES-FORCE EFFICIENCY
• Key indicators of efficiency in territories:
1) Average calls per salesperson per day
2) Average sales call time per contact
3) Average revenue per sales call
4) Average cost per sales call
5) Entertainment cost per sales call
6) % of orders per 100 sales calls
7) Number of new customers per period
8) Number of lost customers per period
9) Sales-force cost as % of total sales
        Evaluation and Control
             - Efficiency and Control
ADVERTISING EFFICIENCY
Keep track of these:
• Advertising cost reached by media vehicle
• % of audience who noted, saw & read each ad
• Consumer opinion: ad’s content & effectiveness
• Before & after attitude - towards product
• Inquiries stimulated by ad
• Cost per inquiry
Measuring advertising efficiency in China is needed as
      consumers are bombarded with many ads
           The Future of Marketing
How to achieve marketing excellence?
1)Be “holistic” & less departmental
2)Larger influence - business strategy
3)Ongoing new ideas to prosper
4)Customer insight - treat different but
  proper
5)Build brands - performance > promotion
6)Go electronic & win - superior systems
                  The Future of Marketing
To be truly holistic in marketing, proficient in:
1) Customer relationship management (CRM)
2) Partner relationship management (PRM)
3) Database marketing and data-mining
4) Contact center management & telemarketing
5) Public relations marketing
6) Brand building and brand asset management
7) Experiential marketing
8)Integrated marketing communications
9) Profitability analysis: segment customer channel
           The Future of Marketing
• Pursuit of marketing superiority &
  dominance, new rules and practices are
  emerging
• Benefits of successful 21st century
  marketing are many, but need hard work,
  insight, and inspiration
                    Major Marketing Weaknesses
DEADLY SIN: Insufficient market-focus & customer drive
  Signs: Segments poorly identified
  Solutions: Advanced segmentation techniques
DEADLY SIN: Does not fully understand target
  Signs: Customers buy less product; High returns, complaints
  Solutions: Analytical techniques; Data mining
DEADLY SIN: To better define & monitor competitors
  Signs: No system for competitive intelligence
  Solutions: Establish office for competitive intelligence
DEADLY SIN: Relations with stakeholders not managed well
  Signs: Stakeholders unhappy
  Solutions: Manage relations better
DEADLY SIN: Not good at finding new opportunities
  Signs: No exciting new opportunities for years
  Solutions: Set up system - stimulate flow of new ideas
                    Major Marketing Weaknesses
DEADLY SIN: Marketing planning process is deficient
   Signs: Plan lack right components; no contingencies
   Solutions: SWOT, strategy, budgets & controls
DEADLY SIN: Product & service policies need tightening
   Signs: Many products lose money, poor cross-selling
   Solutions: System - track weak products, improve upselling
DEADLY SIN: Brand-building & communication skills are
  weak
   Signs: Target knows little about company, brand not distinctive
   Solutions: Improve brand-building strategies
DEADLY SIN: Not organized for effective & efficient
  marketing
   Signs: Lacks 21st century marketing skills, bad internal vibes
   Solutions: Appoint strong leader; improve internal relations
DEADLY SIN: Not made maximum use of technology
                          Exhibit 20.7
Effect of $300,000 Increase in Sales Resulting from Increased
        Sales Commissions and Expenses of $35,000

 Net sales                                           $5,700
 Less: direct costs (29.62%)                          4,012
                                                     $1,688
 Expenses
 Sales commissions and expenses                         485
 Advertising                                            185
 Physical logistics                                     190
 Occupancy                                               25
 Management                                             100
                                                      $ 985

 Contribution to overhead and profits                 $ 703
 Increase in profit (before tax) = $703 - $650 =        $53
  The Marketing Plan Process

Executive Summary & Table of Contents
  Current Marketing Situation
    Opportunity & Issue Analysis
      Objectives
        Marketing Strategy
          Action Programs
            Projected Profit-and-loss
               Controls

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:7
posted:9/30/2011
language:English
pages:80