Points to Remember

Tahapan dalam Merancang Komunikasi Pemasaran

Memilih Sasaran Audiens

Menentukan Tujuan Komunikasi Merancang Pesan Memilih Saluran Komunikasi

SOCIAL MARKETING PLAN

Tugas Presentasi Individu

Companies that are successful in marketing, always start with a marketing plan. Marketing plan acts as a road map of success for any company, no matter big or small.

www.BizPlanCorner.com

Contents
Marketing Plan
 

Executive Summary Situation Analysis

 

Market Analysis SWOT Analysis

   

Marketing Objectives Marketing Strategies Tactics Budgeting

Executive Summary
Company/Product Description Description of existing behavior Mission statement : target behavior

COMPANY DESCRIPTION
Company description contains detailed information about the company, their vision, mission and their strengths and core competencies.

www.BizPlanCorner.com

Situation Analysis
Market Analysis
Target

Market Segmenting, Targeting, Positioning Buying Behavior Competitors

SWOT Analysis

STP

Segmentation. Targeting. Positioning.

http://www.4cconsulting.com/uploadedImages/Management_consultancy/Intelligence_and_strategy/Segmentation.jpg

SEGMENTATION
A market segment is basically a set of individuals unique in some way or the other. Sharing one or more common characteristics. Having similar needs. Responding to market conditions in the same manner. Have similar behavioral patterns. May or may not be belonging to the same community, group or niche.
http://smallbusinesscompendium.com/files/orange-segmentation.jpg

TARGETING
Selecting the target audience for whom your product or service is meant to be, most likely based on Age group Likes and dislikes Gender Socio-economic factors Geographic location

http://www.ingrealestate.com/images/INGRE_Investing_multimanager_selecting-best-in-class_pencils_tcm95-93356.jpg

POSITIONING
 Positioning refers to the image your target audience has regarding your product or service as compared to your competitors.  It is all the more essential in today's setup, where literally no sector is devoid of an oligopolistic setup.  Primary, and in most cases, the ONLY objective : To highlight your product's USP in the most striking manner.

Marketing Objectives
Reasons for introducing/modifying behavior Measurement of success

Marketing Strategies

8 Ps Social Marketing Mix

Product


Planning Planning

Ideas/program, Services/Practices, Tangible products

Promotion


Promotion Mix  Perumusan pesan ( tujuan komunikasi, format, daya tarik, media/saluran komunikasi)

PROMOTION MIX

Promotional Mix
Combination of advertising, personal selling, sales promotion, direct mail, public relations, and sponsorships
All

of the tools available to the marketer for marketing communications

Advertising
Paid form of non-personal communication.
Develops

attitudes Creates awareness Transmits information to gain a response from a target market


Examples: Newspapers, magazines, journals, television, radio, outdoor, online

Personal Selling
Paid personal advertising
Sales


person making sales presentations

Inform customers about products/services  Goal: customer to purchase the product/service.

Non-personal

sellingAdvertising, publicity, sales

promotions

Sales Promotions
All marketing activities (except personal selling, advertising, and public relations)
Used

to stimulate consumer purchasing and sales effectiveness

Examples: banded items, coupons, moneyoff promotions, free accessories, introductory offers

Direct Mail
Directed to a targeted group of customers
Examples:

printed direct mail or electronic mail

Public Relations
Deliberate, planned, and sustained effort to influence opinion and create a favorable image about a business/organization, its products, or its policies

Sponsorships
When an organization pays to be associated with a particular event, cause, or image

Tactics (Mc Guire Theory)

Ways to promote the target behavior relating to the consumption of products. Stealth Marketing Viral Marketing WOM/Buzz Marketing Brand Pusher

Budgeting (Optional)
Estimation of Costs

Tugas Presentasi Individu

Paper minimal 5 lembar. Slides Presentasi maksimal 10 slides.

Contents
Social Marketing Plan
1. 2.

Executive Summary Situation Analysis

Market Analysis SWOT Analysis

3. 4. 5. 6.

Marketing Objectives Marketing Strategies Tactics Budgeting (optional)