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CHAPTER 4

Strategic Planning Concepts for Marketing

Communications

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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

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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

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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

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Strategic Planning Model

Creative / Media PlanCreative / Media Plan

Corporate PlanCorporate Plan

Marketing PlanMarketing Plan

Marketing Communications PlanMarketing Communications Plan

Advertising PlanAdvertising Plan

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Marketing Plan

Considers such matters asMarketing objectives, strategies, and tactics

Marketing mix (4 P’s)

Target-market characteristics

Control and evaluation mechanisms

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Strategic Planning

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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.

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Corporate Strategies

Penetration

Acquisition

New Products

Strategic Alliances

Divesting

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Which corporate strategy?

Insert Figure 4.3

Visit the Kraft website and determine which strategy Kraft has used to grow their business.

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The major areas of marketing responsibility:Identifying & selecting target markets

Establishing marketing objectives, strategies & tactics

Evaluating & controlling marketing activities

Marketing Planning

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Marketing Planning

Situation AnalysisSituation Analysis

SWOT AnalysisSWOT Analysis

Marketing PlanMarketing Plan

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Market Background - Situation Analysis

Situation Analysis: External Influences

Market Analysis

Product Analysis

Competitive Analysis

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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

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The Marketing Plan

Positioning Statement

Target-Market Profile

Marketing ObjectivesSales, Market Share, Profit, & Marketing Communications

Marketing Strategies

Marketing Mix & Budget

Continued…

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The Marketing Plan (cont.)

Marketing Execution

Financial Summary and Budget Allocation

Marketing Control and Evaluation

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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.

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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

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The Marketing Communications Plan

Similar to marketing planning, marketing communications planning involves developing objectives, strategies, and tactics.

Marketing Communications Objectives:Awareness PreferenceTrail and repeat purchaseAlter imageFrequency and variety of usePromotional incentives

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Sample Marketing Communications Plan

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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.

AdvertisingDirect Response

Online & InteractiveSales Promotion

Events & Sponsorships Public Relations Personal Selling

AdvertisingDirect Response

Online & InteractiveSales Promotion

Events & Sponsorships Public Relations Personal Selling

Decisions on components to use influenced by

Budget available

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Advertising Plan

Advertising Plan Begins with a clearly worded list of objectives that specifically outlines what the advertising will achieve.

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Creative Plan

Creative Plan Articulate positioning strategy

What to say and how to say it

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Media Plan

Media PlanWhich media to use

Best time to reach the target market

How often and which markets

What weight levels

Timing and length of campaign

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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