Marketing Planning

The Marketing Planning Process

Macro Environment
Digital
Market Situation Analysis
Marketing Customer Company Competition
Analysis

SWOT
Strengths Weaknesses Opportunities Threats

Marketing Problems & Challenges

Marketing Objective & Strategy

Revenue, Growth
Market Share
Profitability Target Segments Positioning
Brand Perceptions

Marketing Mix

Product Pricing Promotion Place

+ Digital Marketing Strategy & Mix

 Market Situation Analysis - 3C’s+M

• Macro Environment
– Economic Climate (economic growth, inflation, interest rates, taxes,….)
– Infrastructure (transportation logistics, communication, power, technology,….)
– Laws and Regulations (General and Environmental)

• Market Environment
– Size of the market, market segments
– Growth rates and trends
– Stage of product life cycle
– Seasonality, Regionality
 Market Situation Analysis - 3C’s+M

• Consumer Environment
– Key consumer segments (by need, affordability, usage attributes)
– Consumer decision-making & buying process, price sensitivities
– Personality, image, and brand attitudes and preferences, media habits

• Competitive Environment
– Market shares, trends and reasons for changes
– Product differentiations, Marketing mix/activities, Marketing spends

• Company Environment
– Corporate philosophy and image
– Fit with Business plan and strategy, Core competence
– Brand priorities, consistencies, barriers, perceptions
 Unique SWOT

U. Strengths U. Weaknesses

U. Opportunities U. Threats

Identifying the key marketing problems and opportunities

 Creating the Marketing Plan – 4P’s

• Goal Setting (translating business goals into marketing goals)

• Consumer Targeting (which segments, what consumer needs to focus on)

• Brand Positioning (differentiation in need satisfaction, benefits, proposition)

• Product Marketing (Product Development / Adaptation + Packaging + Pricing)

• Communication (Brand, Advertising, PR, Promotions, Direct M, Digital M,….)

• Sales + Retailing (Sales targets, incentives, Retail coverage, penetration, mix, display,..)

• On-ground Activities (Planning + Implementation)

• Performance Monitoring (Mar. Research & Intelligence, Measurement, Review)

 Market Segmentation & Targeting

• Specialized products and services are developed to cater to

‘distinct’ needs and wants of specific groups of consumers

• By ‘differentiating’ the consumers (and thereby differentiating

their products) marketers now compete on their strengths

The objective is to derive a section of consumers whose needs can be met

‘exclusively’, ‘sustainably’ and ‘profitably’
 Market Segmentation (some examples)
Cars Computers Beer Music
Sub Compact Mainframes Popular Classical
Mid Sized Mini computers Premium Pop
Sedan Workstations Imported Jazz
Luxury PCs Draft beer Country
Multi Utility Vehicles Desktops Dry beer Rap
Four Wheel Drives Laptops Light beer Reggae
Sports Utility Vehicles Palmtops Non-alcoholic Rock
Sports cars Blues
Formula cars Latin
Fusion
Each segment is a product category by itself. Rhythm
Each satisfies a distinct consumer need. Contemporary
Each stands for a distinct word and image in consumer’s minds.
Each has its own market leader.
 Targeting

• Undifferentiated
– One homogeneous target segment, mass audience
– Example: very few – Google, Facebook,…..

• Differentiated
– Multiple target segments, multiple audience
– Example: Most big brands - Pepsi, Lux, Nike, Levis, Maruti, LG, Samsung,……

• Niche
– One focused small target segment, specific audience
– Example: Lacoste, Rolex, Omega, Ferrari,….
 Positioning

• What the Brand stands for in the consumer’s mind in a

unique way (vis-à-vis the competing brands)

• The distinguishing factor among a crowd of brands

• Creates a clear association between the consumer and

the brand (benefit)
 Dove
Dettol

Lux
Lifebuoy

Fair & Lovely Liril

 The Marketing Mix
Marketing

“Pull” Marketing “Push” Marketing

Marketing Product Sales & Distribution

Communication Marketing Operations

• Brand Strategy • New Product Dev. • Sales Planning • Geo Coverage

• ATL Marcom, PR • Product Mgmt. • Sales Ops. • Penetration
• BTL Marcom • Packaging • BTL Marketing • Logistics
• Digital Marketing • Pricing • Trade Marketing • Availability
• Market Research & • Retail Mix
Analytics • CSS, CRM
 ATL vs. BTL Marketing
Marcom & Product

ATL Marketing
Lead Generation (Pull)

Home + Digital + Outdoor

Appeal Footfalls

Consumer
Convince Conversion
Market + Shop

Lead Conversion (Push)

BTL Marketing

Sales & Distribution

 Measuring Marketing Performance

• Mind Share
– Ad Recall
– TOM Brand Recall
– Brand Awareness
– Brand Loyalty, Advocacy, Net Promoter Score (NPS)

• Market shares (by volume, by value)

• Customer Satisfaction Scores (usage, quality, service)

• Retail Coverage, Penetration

• Marketing ROI