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Marketing Planning

McGraw-Hill/Irwin Copyright © 2005 by The McGraw-Hill Companies, Inc. All rights reserved.
 Marketing Plan

A marketing plan is a written

document containing the
guidelines for the business
center’s marketing programs
and allocations over the
planning period.

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Time Horizons for Marketing Plans

Time Consumer Industrial Services

Period Products Products
1 year 62% 45% 65%
3 years 5 5 8
5 years 15 17 3
Long term 4 3 6
Indefinite 0 2 2
Other 14 28 16

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Hierarchy of Planning
Corporate
Strategic Planning

Group or Sector
Planning

SBU Planning

Annual Marketing
(Business) Plan

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 Objectives of a Marketing Plan
1. Define the current business situation.
2. Define problems and opportunities facing the
business.
3. Establish objectives.
4. Define the strategies and programs necessary to
achieve the objectives.

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Objectives of a Marketing Plan cont.
5. Pinpoint responsibility for achieving
product objectives.
6. Encourage careful and disciplined
thinking.
7. Establish a customer/competitor
orientation.

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Frequent Mistakes in the Planning Process

• The speed of the Process

• The Amount of Data Collected
• Who does the Planning?
• The Structure
• Length of the Plan

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Frequent Mistakes in the Planning Process (cont)

• Number of Courses of Action Considered

• Who Sees the Plan
• Not Using the Plan as a Sales Document
• Insufficient Senior Management Leadership
• Not Tying Compensation to Successful
Planning Efforts
• Frequency of Planning

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 Marketing Planning Sequence
Update
historical
data
Collect
current
situation
data
Data
analysis

Develop
objectives,
strategies,
programs
Develop
financial
document
Negotiate
s
final plan
Measure
progress
toward
objectives
Audit

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Marketing Plan Summary

I. Executive summary
II. Situation analysis
A. Category/competitor definition
B. Category analysis
C. Company and competitor analysis
D. Customer analysis
E. Planning assumptions

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Marketing Plan Summary cont.

III. Objectives
IV. Product/brand strategy
V. Supporting marketing programs
VI. Financial documents
VII. Monitors and controls
VIII. Contingency plans

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