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Strategic Marketing Plan

Executive summary Table of Contents


Executive summary.............................................................................2 1.0 Business definition and scope..........................................................3 2.0 .................................................................................................8 External environment remote environment...........................................8 3.0 External environment Near environment .....................................10 4.0 Critical success factors ................................................................12 5.0 Summary of Opportunities and Threats...........................................12 6.0 Situation analysis ....................................................................14 Internal capabilities...........................................................................14 7.0 Problems and opportunities statement ...........................................15 9.0 Marketing objectives and higher-level marketing strategy...................16 10.0 Marketing Mix Strategy...............................................................18 11.0 Budget.....................................................................................20 12.0 Implementation Plan.................................................................20 13.0 Evaluation and Control Processes.................................................20 Appendix.........................................................................................21 References.......................................................................................24

1.0 Business definition and scope


Introduction
Green Chameleon communications created to address the need for sustainable consumption even in business. Change the way businesses promote their products.

Mission statement
Facilitate the change of non-sustainable to sustainable promotion using creative solutions that are effective and innovative. To deliver high quality outcomes with minimal impact to the environment.

Business Definition
Marketing consultancy which specialises in delivering sustainable marketing solutions to business customers. 2 types of staff proficiencies o Infrastructure - Creating and implementing smart and sustainable marketing systems such as CRM, email/database marketing, websites etc o Creative - Specialising in Green Campaigns for companies looking to reduce their perceived environmental impact.

Business Overview Product or Service Definition and Categories


Product category Sustainable infrastructure implementation Website and epresence Key products Implementing CRM systems and databases for email marketing Development of websites in particular CMS which are engaging and customised for users. Mutlimedia marketing youtube, flash games etc. Development of Aps for a number of platforms including tablets such as the ipad, galaxy, smart phones. Advertising campaigns include print etc radio, tv with green focus

Applications Traditional Creative marketing

Branding Innovative New Platforms

Traditional branding activities- specialising in revitalising brand image to align with sustainable and green outcomes. RFID marketing?

Current percentage and dollars for each product category: Would be good for someone to research the green marketing especially in relation to marketing/advertising.

$562,221, 18%

Individual Corporate $2,561,565, 82%

Customer Definition
3 types of customers o Looking to expand and increase their web presence. o Looking for alternative, innovative platforms to market themselves in o Customers who have become Green conscious Maybe add those companies who now have customers that are green conscious, forcing them to become more eco-friendly

Basis of Competition Traditional marketing agencies Green marketing agencies In house marketing departments. Would be good to get a census of how many marketing businesses there are. Competitors http://www.traffic.com.au/our -services/sustainability/ Competing Products Green marketing solutions Level of threat posed High

Key Drivers of Value: Innovation: Service Quality Performance Financial Performance (selected items): 2009 2010

Income by Source 2008

Technology 0%

Other 8%

Trees 92%

Possible barriers to growth Green products and innovations are usually more expensive in a time where the economy is down shifting, more business have been resorting to cheaper campaigns. Change and the implementation of new infrastructures is usually more expensive Green washing has affected the credibility of said marketing campaigns

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External environment remote environment


Unsustainable consumption is having a massive impact on our environment. People are becoming more wary and more informed about the products they use and their consumption patterns.

Economic forces: scenario


World is facing a global financial crisis. Companies are tight with budgets and more likely to not indulge in new activities and platforms.

Sociocultural forces
19 Green councillors elected in the 2008 council elections see appendix for where Largest increase in Victorian Local Government Area populations (ABS: Population change:

Implications Opportunities

Rating

Threats

Rating

Political or legal forces Technical forces


Implications

Opportunities

Rating 44 35

Threats xxxxxxx

Rating 4-1

xxxxx xxxxxxx

For ratings refer to appendix xx

Natural environmental forces


Implications Opportunities

Rating 44 35

Threats xxxxxxx

Rating 4-1

xxxxx xxxxxxx

For ratings refer to appendix xx

3.0 External environment Near environment

Market review
Implications Opportunities

Rating 44 35

Threats xxxxxxx

Rating 4-1

xxxxx xxxxxxx

For ratings refer to appendix xx

Competitive review
Implications Opportunities

Rating 44 35

Threats xxxxxxx

Rating 4-1

xxxxx xxxxxxx

For ratings refer to appendix xx

Distribution channels and buyers End-user customers


Implications Opportunities

Rating

Threats

Rating

10

Supply
Implications Opportunities

Rating 44 35

Threats xxxxxxx

Rating 4-1

xxxxx xxxxxxx

For ratings refer to appendix xx

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4.0 Critical success factors 5.0 Summary of Opportunities and Threats


Summary of opportunities
Significance of opportunity High Low

High Probabili ty of occurren ce Low

Summary of threats
Significance of Threat High Low

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High Probabili ty of occurren ce Low

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6.0 Situation analysis Internal capabilities


Non-marketing capabilities
Implications Strengths

Rating 4 3

Weaknesses xxxxxxx 4

Rating

xxxxx xxxxxxx

For ratings refer to appendix xx

Marketing capabilities Marketing strategy and performance


Implications Opportunities

Rating 44 35

Threats xxxxxxx

Rating 4-1

xxxxx xxxxxxx

For ratings refer to appendix xx

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7.0 Problems and opportunities statement


1 The business units capabilities in relation to critical success factors CSF Our capabilities

Opportunities for the business unit to exploit with existing capabilities

Opportunities for the business unit to exploit with improved capabilities

Threats which must be addressed

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9.0 Marketing objectives and higher-level marketing strategy


Marketing and financial objectives
Year 1 Revenue Objectives Gross profit margin $ % Year 2 $ % Year 3 $ %

High level marketing objectives: akdjl dkjlk ajk akj

Product market strategies


Existing products in existing markets (Market penetration) Existing products in new markets (Market development) New products in existing markets (NPD) New products in new market segments (Related diversification) Total

______________

______________

______________

______________

______________

______________

______________

______________

______________

______________ ______________

______________ ______________

______________ ______________

Repeat this table in 4 quadrant form with those products (groups) that will be applicable for the dollars indicated above.

Rationale
The following example illustrates the type of statement that describes the strategic position of a hypothetical organisation:

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XYZ business unit is the market leader in a market that has reached maturity and is anticipated to show very little growth over the next three years. XYZ is categorised as a Cash Cow (BCG) and as a business unit in a market of high overall attractiveness with a strong business position in a market of medium attractiveness (GE/McKinsey). XYZs competitive advantage is based on a market-wide cost leadership strategy (Porter) because of its economy of scale, high level of brand equity and strong distribution support. Given XYZs current strategic position and the prospect of a stagnant or declining market, it is recommended that investment should be concentrated in developing and nurturing new products and in developing new markets. The objective for existing products in existing markets is to maintain current market share and to manage for earnings by raising productivity. (Extract from Chapter 4). The construction of the tools (eg BCG, GE) could then be shown either in an appendix at the end of the strategic marketing plan or in an additional sub-section following the rationale sub section. The next part of the rationale section should be devoted to a justification of how the revenue can be derived in each of the product-market categories (will depend on whether you have selected more than one product-category) over each year addressed in the strategic marketing plan. To assist in this process, draw on the problems and opportunities analysis. What are the opportunities that were identified that could be immediately exploited? What are the opportunities that could be exploited by lifting our capabilities? What are the threats that need to be addressed? What are the CSFs where we have strengths that we can capitalise on? What are the CSFs where we need to improve? How can we compete in the marketplace? What are our competitive strategy options, such as market expansion (for a market leader) or a flanking strategy (for a market challenger)?

Refer to Chapter 4 for a discussion of these marketing strategy considerations.

In addition to drawing on the analytical tools discussed in this section, the rationale section also needs to reach forward into the next sections of the strategic marketing plan, which contain marketing mix strategy recommendations. That is, the marketing mix strategies explain how each of the product-market areas will be addressed.

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10.0 Marketing Mix Strategy

Strategy Summary
Market segment 1 Market segment 2 Market segment 3

Segment description

Segment description

Segment description

Products/brands serving this segment

Products/brands serving this segment

Products/brands serving this segment

Product/Brand positioning Product strategy Pricing strategy Distribution strategy

Brand positioning

Brand positioning

Product strategy Pricing strategy Distribution strategy

Product strategy Pricing strategy Distribution strategy

IMC strategy*

IMC strategy*

IMC strategy*

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Segment description Products/brands servicing this segment Product/brand positioning Proposed marketing mix strategy

11.0 Budget 12.0 Implementation Plan

13.0 Evaluation and Control Processes

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Appendix
Worksheet for developing marketing objectives and higher-level marketing strategies

Strategic gap analysis


At end of planning periods Year 1 Year 2 Year 3 Corporate revenue objectives _______ _______ _______

Projected revenue from current strategies:_______ _______ _______ Revenue gap: ______ ______ ______

Competitive position
PLC BCG

Marketing objectives

[___________________] ___________________________ [___________________] ___________________________

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GE/ McKinsey Porter CA strategy

[___________________] ___________________________ [___________________] ___________________________

Summary of current competitive position


Describe our current competitive position What should our competitive position be in 3 years time? What are the strategic implications in terms of our existing and potential new products and markets? That is, how will we grow the business?

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Estimated revenue from existing products in existing markets (Market penetration) Market size (Value): Current size: $_______________ Market projections Year 1 Year 2 Year 3 ____________

____________ ____________ Current market share: ________ Projected market share (via new strategies) Year 1 Year 2 ____________ ____________

Year 3 ____________

Estimated value of existing products in existing markets: (Market projection x Market share) Year 1 Year 2 Year 3

____________ ____________ ____________ Estimated potential revenue from existing products in new markets (Market development)* Year 1 Year 2 Year 3

____________ ____________ ____________


* Identify the specific market development opportunities and the timeframe when these initiatives could come on stream

Estimated potential revenue from new products in existing markets (New product development)* Year 1 Year 2 Year 3

____________ ____________ ____________


* Identify the specific NPD opportunities and the timeframe when these initiatives could come on stream

Estimated potential revenue from new products in new market segments (Related diversification)*

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Year 1

Year 2

Year 3

____________ ____________ ____________


* Identify the specific NPD opportunities and the timeframe when these initiatives could

References
Include here any relevant references using Harvard Business or APA format (note do not use endnotes)

Develop a marketing plan for an advertising agency that will focus entirely on green marketing campaigns. The agency will work for any organisation but will ensure that all aspects of their marketing activities are environmentally sensitive. Outline how you would go about this, including what auditing tools you would develop to test the before and after effectiveness of your approach for your clients, a SWOT analysis, how you would sell the approach to potential clients etc. and how you would measure your business success.
ASSIGNMENT 2 Group assignment. (Maximum group size = 3. Minimum group size = 2) PLEASE READ THE FOLLOWING CAREFULLY Due date: Value: Length: Week 10 30% of total marks for subject 4000 words

Students must select another student from the student cohort to work with. A maximum of three members per group is allowed. Students who would like to do a specific topic should post a message on the week one discussion site saying that they are interested in Topic A, B ,C or D and form their groups. If students from your group discontinue their studies you will be required to complete the assignment with the remaining members (or alone). Students are expected to identify the contributions of each member to the overall assignment. This should take the form of a statement from each student. For example: All students contributed equally to the development of the assignment submission or Student A contributed section A and D, student B contributed sections B and C etc. If students contribute different sections of the assignment, someone will need to take responsibility for the overall editing to ensure that the final assignment is a coherent whole. For Assignment 2 you may choose either Topic A, B , C or D The report should contain the following sections:

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An assessment cover sheet - located @ http://www.buseco.monash.edu.au/student/forms/ Summary of your papers key findings/recommendations (executive summary - up to a page) written when your paper is completed. Clear statement of the problem/issue being addressed. Introduction, briefly discussing the issues chosen for investigation. Critical review of selected secondary information relevant to your topic (research, literature, sales data etc.). This can include a brief statement about what the research says, contrasting different views, perspectives, uses/approaches used, using examples not just repeating what has been said. Discussion and application of the theory to the topic. Conclusions/recommendations drawn from your analysis. The written report should be finished and submitted by the end of week 10.

Formatting requirements:

Signed faculty assessment cover sheet Arial or similar font (11 point, minimum, 1.5 line spacing) Headings and sub-headings Dot points, tables, diagrams and graphs where appropriate o APA referencing- see Qmanual @ http://www.buseco.monash.edu.au/publications/qmanual/index.p hp o Full bibliography o Microsoft Word .doc or docx. Do not upload pdf documents as these cannot be marked electronically

ASSIGNMENT 2 TOPICS (Groups may choose one topic from the list.) Topic A Topic list Australia has had very high quality drinking water available from tap water, but the consumption of bottled water continues to rise. For international comparisons see: http://www.worldwater.org/data.html Design a research program to investigate the reasons behind this increasing consumption, considering market segments, sample size, confidence limits etc. Using the research questions that you develop, collect data from a very small sample (up to 20 people) and using this data devise a campaign to reduce bottled water consumption. Develop a marketing plan for an advertising agency that will focus entirely on green marketing campaigns. The agency will work for any organisation but will ensure that all aspects of their marketing activities are environmentally sensitive. Outline how you would go about this, including what auditing tools you would develop to test

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the before and after effectiveness of your approach for your clients, a SWOT analysis, how you would sell the approach to potential clients etc. and how you would measure your business success. Many environmental experts suggest that eating locally produced, seasonal food would significantly reduce the environmental impact of the way we eat and although Farmers Markets are becoming increasingly popular they account for only a tiny fraction of weekly food purchases. In addition water restrictions make it very difficult for households to grow very much of their own food, even if they have the space and skills required to do so. Develop an attitude change campaign to, firstly, raise the awareness of this issue and then change the way consumers buy food. How would you measure the success of your campaign? What time frame would you recommend? Consider who would be interested in funding this campaign, who would oppose it and what support you would need from supply chain members and how you would go about gaining support. Can CSR (Corporate Social Responsibility) survive the recession? Malcolm McIntosh, founding editor of the Journal of Corporate Citizenship, suggests that addressing climate change will continue to drive corporate responsibility, regardless of the economy. Others think green marketing campaigns will lose traction and energy management will become more important. Or we might see companies that are actively addressing environmental, social and governance issues outperforming others in a recession. Research the current literature to determine your own views on this topic. Present the case for and against the continuing importance of CSR during a recession. Assignment 2 Evaluation Criteria

Content Clear statement as to purpose of paper (problem/issue addressed) Selection of appropriate theories and evidence of extensive literature review Critical analysis of theory/key issues Clear explanation as to the impact of sustainability on relevant aspect of marketing Conclusions/recommendations: key insight logically presented and justified by analysis and application Logic, structure and presentation Executive summary Paper progresses/ flows in logical and clear manner; individual sections of paper clearly link to overall paper purpose Referencing correctly; technical accuracy. Appropriate and adequate use of references Literacy standard (succinct and appropriate) Professional layout, formatting, use of

Not Acceptable P C 1 2 3 4 5 6 1 2 3 1 2 3 1 2 3 4 4 4 5 5 5 6 6 6

D 7 7 7 7

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HD 9 10 9 9 9 10 10 10

Weight 5 10 25 20

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headings, adequate and appropriate use of tables and diagrams etc. Total for written assignment

100

Available from: Wednesday, 4 July 2012, 09:00 AM Due date: Friday, 5 October 2012, 11:55 PM

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