CHAPTER 4 Strategic Planning Concepts for Marketing Communications Learning Objectives Identify the distinctions and relationships between the various types of planning Describe the key variables that comprise a corporate plan Outline the organization and content of a marketing plan and marketing communications plan Show how integrated marketing communications plans provide solutions to marketing problems 4-1 Copyright 2009 Pearson Education Canada 4-2 Copyright 2009 Pearson Education Canada Business Planning Process Strategic business planning involves making decisions about three variables: Objectives What is to be accomplished Strategies How objectives will be accomplished Execution (tactics) Specific action plans or tactics based on strategy Strategic Planning Process of determining objectives and identifying strategies and tactics to help achieve objectives. Objectives: setting goals Strategies: ways to achieve the goals Tactics: specific action plans 4-3 Copyright 2009 Pearson Education Canada 4-4 Copyright 2009 Pearson Education Canada Strategic Planning Model Corporate Plan Marketing Communications Plan Considers such matters as Marketing objectives, strategies, and tactics Marketing mix (4 P s) Target-market characteristics Control and evaluation mechanisms Creative / Media Plan 4-5 Copyright 2009 Pearson Education Canada 4-6 Copyright 2009 Pearson Education Canada 1
Strategic Planning The Corporate Plan A mission statement is the foundation of a corporate plan; it is a statement of the organization s purpose. Corporate Objectives Direction from mission statement Corporate Strategies How the objectives will be achieved. 4-7 Copyright 2009 Pearson Education Canada 4-8 Copyright 2009 Pearson Education Canada Penetration Acquisition New Products Strategic Alliances Divesting Corporate Strategies Which corporate strategy? Insert Figure 4.3 Visit the Kraft website and determine which strategy Kraft has used to grow their business. 4-9 Copyright 2009 Pearson Education Canada 4-10 Copyright 2009 Pearson Education Canada ning The major areas of marketing responsibility: Identifying & selecting target markets Establishing marketing objectives, strategies & tactics Evaluating & controlling marketing activities ning Situation Analysis SWOT Analysis 4-11 Copyright 2009 Pearson Education Canada 4-12 Copyright 2009 Pearson Education Canada 2
Market Background - Situation Analysis Situation Analysis: External Influences Market Analysis Product Analysis Competitive Analysis SWOT Analysis SWOT analysis examines the critical factors that have an impact on the nature or direction of a marketing strategy. Strengths Weakness Opportunities Threats 4-13 Copyright 2009 Pearson Education Canada 4-14 Copyright 2009 Pearson Education Canada Positioning Statement Target-Market Profile The Marketing Objectives Sales, Market Share, Profit, & Marketing Communications Marketing Strategies Marketing Mix & Budget The (cont.) Marketing Execution Financial Summary and Budget Allocation Marketing Control and Evaluation Continued 4-15 Copyright 2009 Pearson Education Canada 4-16 Copyright 2009 Pearson Education Canada Communications Process in an Advertising Context Organizations and their agencies work together to devise a message that is transmitted by the media to a target audience. Marketing Communications Planning When deciding what products to buy, a consumer passes through a series of behaviour stages, and marketing communications can influence each stage. AIDA Attention, Interest, Desire, Action ACCA Awareness, Comprehension, Conviction, Action 4-17 Copyright 2009 Pearson Education Canada 4-18 Copyright 2009 Pearson Education Canada 3
The Marketing Communications Plan Similar to marketing planning, marketing communications planning involves developing objectives, strategies, and tactics. Marketing Communications Objectives: Awareness Preference Trail and repeat purchase Alter image Frequency and variety of use Promotional incentives Sample Marketing Communications Plan 4-19 Copyright 2009 Pearson Education Canada 4-20 Copyright 2009 Pearson Education Canada Marketing Communications Strategies Includes a positioning statement, identifies the various elements of the marketing communications mix that will be employed and contains a budget for the plan. Advertising Direct Response Online & Interactive Sales Promotion Events & Sponsorships Public Relations Personal Selling Decisions on components to use influenced by Budget available Begins with a clearly worded list of objectives that specifically outlines what the advertising will achieve. 4-21 Copyright 2009 Pearson Education Canada 4-22 Copyright 2009 Pearson Education Canada Creative Plan Articulate positioning strategy What to say and how to say it Creative Plan Media Plan Which media to use Best time to reach the target market How often and which markets What weight levels Timing and length of campaign Media Plan 4-23 Copyright 2009 Pearson Education Canada 4-24 Copyright 2009 Pearson Education Canada 4
Other Marketing Communications Mix Plans All plans (if employed) must identify objectives, strategies, and tactics, as well as contain a budget. Direct Response Plans Online and Interactive Plans Sales Promotion Plans Event and Sponsorship Plans Public Relations Plans Personal Selling Plans 4-25 Copyright 2009 Pearson Education Canada 5