UNIT II

Marketing manager’s responsibility – marketing planning – need,

importance and process of planning

MARKETING MANAGER’S RESPONSIBILITY

1. Create marketing and sales strategies.
2. Guide and direct on product development processes.
3. Collaborate with internal staff, marketing personnel, customers and
vendors on product development.
4. Understand customer needs and current marketing trends.
5. Assist and support marketing and sales team in product positioning,
branding and pricing.
6. Develop logistics for commercial viability of products.
7. Keep track on competitors’ products and their marketing campaigns.
8. Establish marketing success metrics.
9. Ensure consistent on-brand messaging trends.
10. Create database for customer concept values and marketing trends

MARKETING PLANNING
DEFINITION OF MARKETING PLANNING

Stephen Morse: “Marketing planning is concerned with the identification of

resources that are available and their allocation to meet specified objectives.”

American Marketing Association: “Marketing planning is the work of setting

up objectives for marketing activities and of determining and scheduling the
steps necessary to achieve such objectives.”

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NEED FOR MARKETING PLANNING

1. It can help you create measurable business goals.

Clarity is super important when setting your business goals. It shouldn’t be as

simple as ‘not going broke’ or ‘meeting annual sales KPIs.’ Otherwise, you’re
just setting yourself up for marketing failure.

If you don’t have a clear target, you can’t implement marketing activities to
help you reach what you want to achieve.

With a marketing plan, you can focus on tangible targets, improving your sales
and business performance throughout the year.

2. A Plan provides consistency.

Whether you have a small team or a big one, a marketing plan makes sure
you’re all on the same page. Everyone is given the exact instructions on what
to do to meet the company’s business goals.

Without a marketing strategy, your plan will end up fractured and ineffective.

For example, some of your employees might work on social media, online
content, or email marketing, while the other half uses print and radio ads.

3. It pushes you to stick with your budget.

Even a big business has to work on a set budget.

With a marketing plan, you can place importance on activities that yield the
best results. It can save you from the headache of creating strategies that are
not worth pursuing.

4. It helps you provide better service to your customers.

The importance of a marketing plan goes beyond the process. You can also use
it as a guide in dealing with your clients.

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When you understand what you need to do, you can address your audience
better.

5. It gives your company the reality check it needs.

Businesses often have multiple objectives, and it can get confusing real fast if
you don’t have a marketing plan to guide you.

It serves as a benchmark that reminds you if you’re hitting your marketing

targets. You can make sure that your strategies are aligned and aren’t veering
away from the business goals you had from the start.

6. It can serve as an excellent motivator to your marketing team.

Say you want to start your business by marketing ten items per day.

When your employees know the exact marketing strategies to employ to

achieve that goal, they waste less time in brainstorming sessions and follow-
up meetings. All they need to do is follow your marketing plan, and everything
will fall into place.

7. A plan is the key to getting more investors.

Let’s face it: Building and running a business involves a sizable investment. If
you want yours to grow in people, products, and income, you need to invest
more capital.

One way to do so is to get different entities to invest in the product you’re

marketing. But you won’t get the funding you need if you can’t present a
marketing strategy that outlines your business direction. It’s massively
important if you want to level up your company.

8. It can make you think and be proactive rather than reactive.

Planning lets you understand not just your target market and products but
also the process of how you can bridge these two to achieve your business
needs.

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Teams with marketing plans are also more proactive. So you think about
things in advance rather than just dealing with them when they occur. You’re
able to pre-empt and solve issues immediately.

IMPORTANCE OF MARKETING PLANNING

1. It helps in avoiding future uncertainties.

2. It helps in management by objectives.
3. It helps in achieving objectives.
4. It helps in coordination and communication among the departments.
5. It helps in control.
6. It helps the customers in getting full satisfaction

PROCESS OF MARKETING PLANNING

1. The first step involves develop the action plan

 Make vision and set your goals

 According to mission statement
 Company objectives

2. Analyze your present situation by

 By analyzing and auditing market

 SWOT Analysis

3. Developing Marketing Strategy

 Marketing mix
 Creating marketing strategy and objectives
 Communication means & vehicles
 Analyze alternative methods and procedures for marketing available

4. Employing, Executing and Evaluating the Planning Process

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 Make budget
 Allocate resources & implement
 Monitoring & Overview