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context analysis promotional objectives

promotional strategy

coordinated communications mix

implementation

Control and evaluation

context analysis...

Business – who are our competitors?

Your Notes PESTEL

Factors

Potential

Impact

Implications & Importance

About your organisation & how

the factors might impact on

marketing

for your organisation/SBU

Political

Economic

Social

Technological

Environmental

Legal

H = High

M = Medium

L = Low

U = Undecided

Time

Frame:

Short

Medium

Long

Type:

Opportunity or

Threat

Implication:

Increasing

Reducing

Not yet

determined

Relative

Importance

H = High

M = Medium

L = Low

Monitor… Minimal Effort

Keep Informed

Keep Satisfied Key Players

This will be submitted as an appendix

Summary of key findings

Tactics – comms mix

What were the key findings from your context analysis?

They need to set the scene for your plan

Specific, Measureable, Achievable, Realistic and Time-bound

• Pull… to influence consumers

• Push… to influence the channel members or provide

information

• Profile… to influence a range of stakeholders

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Sales Promotion

Direct Marketing

Public Relations

Personal Selling

Advertising

Target Audience

Media

Media Media

implementation…

different comms tools

gap analysis…

timeframe

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sure

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t’s

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