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17. 1
17
Marketing Plans

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 Marketing Framework

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17. 3
 Discussion Question

• What do you think goes into a marketing

plan?

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17. 4
 Marketing Plan Overview

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17. 5
 Situational Analysis

• An analysis of the current situation facing

the company

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17. 6
 5 Cs: Company Example

Company questions Proposed answers

 What are we known for?  A central point to coordinate
receipt and dispersal of
scholarships, to enhance college
attendance and graduation rates.

 Who do we want to  A brand as well-known as Unicef

become? or World Wildlife Fund so we
would be the 1st NPO a donor
would think of when wishing to
spend their largesse.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 7
 5 Cs: Customer Example
Customer questions Proposed answers
 Demographics  30-45 to 60-65 years
 Psychographics  Care about higher education
 Buying behavior  Give $20 or $50 once a year
 Customer satisfaction?  Never measured, assumed ok if
repeated
 Do we have a loyalty  No, but give a calendar if receive
program? $100+
 Why don’t non-donors  They think they have to give large
donate? amounts
 Channel for donors?  Send check by mail
 Are our buyers price  Let donors know that giving only a
sensitive? little is ok, and give more frequently

 Changes to expect?  Should grown as awareness grows

• Begin with secondary research, then primary research

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17. 8
 5 Cs: Context Example

Context questions Proposed answers

 Economy  Concerned with economy
 Politics  Unknown; never tried a different
appeal to Democrats and
Republicans
 Legal  N/a
• Technology  Move more giving online, perhaps
online videos of students’
testimonials
 Societal  Emphasize the many benefits of
an educated populace

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17. 9
 5 Cs: Collaborators Example

Collaborator questions Proposed answers

 Good relations with supply  Fine so far, perhaps try to partner
chain? with some professional
associations?

 Good relations with  Perhaps post ads on professional

distribution channel sites, Linked-In, etc., to broaden
members? appeal

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17. 10
 5 Cs: Competitors Example

Competitor questions Proposed answers

 Who are they?  Any donation behavior: medical
and health, museums & the arts,
etc.
 Competitors’ strengths?  Some have very good brand
names

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 11
 Marketing Plan Overview

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17. 12
 Segmentation Example

Segmentation questions Proposed answers

 Current customers  Early 20s, some stay connected
to friends, some click through
and buy trips
 Non-users  40s and older
 Ideal customers  mid 20+ with good disposable
income

• Identify segmentation variables that are relevant

to the product

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17. 13
 Targeting Example

Targeting questions Proposed answers

 Estimate size and  Friendship connectors bring in no
profitability direct $ and only minimal from
WOM; buyers are worth $625 a
year (they take one trip every
other year, approx. $1350)
 Corporate fit  Maybe aim a little older, maybe
we should stop trying so hard to
be hip (we may be turning off
older crowd)
 Rank desirability of  25-35—better disposable income
segments than younger, and more time than
35-50 crowd

• Find targets that

• Fit well with company
• Are profitable
• Are actionable
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17. 14
 Positioning Example

Positioning questions Proposed answers

 High quality and high  High quality, prices are high but
price? or Low quality and we say they're “good value”
low price?
 Compare to competitors?  No one is exclusive
 Distribution  To succeed, need some scale,
mass/exclusive? which suggests wide
Promo heavy/light? availability/presence and mass
promo if cheap (e-referral
program)

• Positioning is executed via the 4Ps

• Write a positioning statement

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 15
 Discussion Questions

• Assume you are marketing a new

designer clothing line,
1. List appropriate segmentation variables
2. Choose one target market
3. Write a positioning statement

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 16
 Marketing Plan Overview

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 17
 Product Example

Product questions Proposed answers

 Are we high-end or  High-end, innovative
basic?
 What are our primary  Convenient, trusted, good
features? product
 What are our brand  Few due to minimal awareness
associations? as yet
 Where are we in product  Brand new
life cycle?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 18
 Pricing Example

Price questions Proposed answers

 What are our customers’  Minimal, what is being digitized is
price sensitivities? valued, and the time-savings
would be great
 Offer occasional price  No reason, benefits outweigh high
discounts? price
 Beneficial to price  No competitors yet, but keep price
differently from high to gain margin and spend on
competitors? R&D

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 19
 Promotion Example

Promotional questions Proposed answers

 Our marketing  Search engines, get into Sharper
communications Image
(advertising) goals?
 How to measure ad  Click-thrus
effectiveness?
 How to budget across  Aim for BusinessWeek, Forbes
IMC?

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17. 20
 Place Example

Place questions Proposed answers

 Will we be extensive or  Selective currently, one office
selective?
 Use more pull or push?  Pull
 Any conflicts to  Still forging relationships
resolve?  

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17. 21
 4 P Considerations

• Make sure that your 4Ps are consistent

with one another
• e.g., exclusive distribution with heavy
promotion is inconsistent
• Make sure that your 4Ps are what your
target desires

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 22
 Discussion Questions

• For your new designer clothing line, what

would be your
1. Product mix decisions?
2. Price decisions?
3. Promotion decisions?
4. Distribution decisions?
• What factors would you utilize to justify
your decisions above?

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 23
 Spending Time and Money

• Establish a time line for actions

• Establish cost estimates
• e.g., September: create donor materials
• Cost: $15,000

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17. 24
 Appendices

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17. 25
 Marketing Plans

• Better marketing plans

• Have more refined detail
• Have precise estimates
• Shed light on weaknesses of the plan
• Are more actionable
• Allow for better forecasting, understanding
of costs, tighter ops delivery, etc.

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 26
 Managerial Recap

• When completing a marketing plan,

remember the 5Cs, STP and the 4PS

• The marketing plan reminds the

company of its goals and serves as a
guide to achieve those goals

• Marketing strategy/planning is iterative

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 27
 Managerial Recap

• Marketing plans are works in progress

• As situations change, plans change

• More detailed plans are better

• Create a readable plan & market it

© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.  
17. 28