8/6/2019 Outline for Marketing Paper

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OutlineforMarketingPaper

1. Overview

2. Planning-TargetMarket3. SWOT

4. PESTAnalysis5. CompetitorAnalysis6. Marketingmix

a. FourPsi. Product:functionality,Appearance,Quality,packaging,Brand,

Warranty,Serviceandsupport1. Whatdoesthecustomerwantfromtheproduct/service?Whatneedsdoesitsatisfy?2. Whatfeaturesdoesithavetomeettheseneeds?3. Arethereanyfeaturesyou'vemissedout?4. Areyouincludingcostlyfeaturesthatthecustomerwon'tactuallyuse?5. Howandwherewillthecustomeruseit?6. Whatdoesitlooklike?Howwillcustomersexperienceit?7. Whatsize(s),color(s),andsoon,shoulditbe?8. Whatisittobecalled?

9. Howisitbranded?10. Howisitdifferentiatedversusyourcompetitors?11. Whatisthemostitcancosttoprovide,andstillbesoldsufficientlyprofitably?(SeealsoPrice,below).

ii.Price:Listprice,discounts,allowance,financing,leasingoptions1. Whatisthevalueoftheproductorservicetothebuyer?2. Arethereestablishedpricepointsforproductsorservicesinthisarea?3. Isthecustomerpricesensitive?Willasmalldecreaseinpricegainyouextramarketshare?

Orwillasmallincreasebeindiscernible,andsogainyouextraprofitmargin?4. Whatdiscountsshouldbeofferedtotradecustomers,ortootherspecificsegmentsofyourmarket?5. Howwillyourpricecomparewithyourcompetitors?

iii.iv.Place:Channelmember,motivation,marketcoverage,location,l

ogistic,servicelevels1. Wheredobuyerslookforyourproductorservice?2. Iftheylookinastore,whatkind?Aspecialistboutiqueorinasupermarket,orboth?Oronline?

Ordirect,viaacatalogue?3. Howcanyouaccesstherightdistributionchannels?4. Doyouneedtouseasalesforce?Orattendtradefairs?Ormakeonlinesubmissions?

Orsendsamplestocataloguecompanies?5. Whatdoyoucompetitorsdo,andhowcanyoulearnfromthatand/ordifferentiate?

v.Promotion:Advertising,PersonalSelling,Publicrelation,message,media,budget

1. Whereandwhencanyougetacrossyourmarketingmessagestoyourtargetmarket?2. Wil lyoureachyouraudiencebyadvertisinginthepress,oronTV,orradio,oronbillboards?

Byusingdirectmarketingmailshot?ThroughPR?OntheInternet?3. Whenisthebesttimetopromote?Isthereseasonalityinthemarket?

Arethereanywiderenvironmentalissuesthatsuggestordictatethetimingofyourmarketlaunch,orthetimingofsubsequentpromotions?

4. Howdoyourcompetitorsdotheirpromotions?Andhowdoesthatinfluenceyourchoiceofpromotionalactivity?

b. Extended

i. Peopleii.Processiii.PhysicalEvidence

c. FourCsi. Consumerii.Convienceiii.Communication

8/6/2019 Outline for Marketing Paper

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iv.Cost7. Product8. Price9. Promotion10.Place

11.Literature12.Publicrelations13.Promos14.Advertising15.Sponsorship16.Sales

Marketingmix.Youhavedecidedwhatyouroverallcompanymissionis.Youhavethengonethroughtheprocessofdefiningyourmarketingobjectives,anddefiningthemarketingstrategiesyouwillemployinordertomeetthoseobjectives.Youarenowmovingintothedecision-makingprocessfordefiningtheactualtacticsyouwillutilise.

Components

Marketing-mixmodelsdecomposetotalsalesintotwocomponents:BaseSales:Thisisthenaturaldemandfortheproductdrivenbyeconomicfactorslikepricing,long-termtrends,seasonality,andalsoqualitativefactorslikebrandawarenessandbrandloyalty.

IncrementalSales:Incrementalsalesarethecomponentofsalesdrivenbymarketingandpromotionalactivities.ThiscomponentcanbefurtherdecomposedintosalesduetoeachmarketingcomponentlikeTelevisionadvertisingorRadioadvertising,PrintAdvertising(magazines,newspapersetc.),Coupons,DirectMail,Internet,FeatureorDisplayPromotionsandTemporaryPriceReductions.Someoftheseactivitieshaveshort-termreturns(Coupons,Promotions),whileothershavelongertermreturns(TV,Radio,Magazine/Print).

Marketing-MixanalysesaretypicallycarriedoutusingLinearRegressionModeling.NonlinearandlaggedeffectsareincludedusingtechniqueslikeAdvertisingAdstocktransformations.Typicaloutputofsuchanalysesincludeadecompositionoftotalannualsalesintocontributionsfromeachmarketingcomponent,a.k.aContributionpie-chart.

4gen

http://en.wikipedia.org/wiki/Brand_awarenesshttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Radio_advertisinghttp://en.wikipedia.org/w/index.php?title=Print_Advertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Linear_Regressionhttp://en.wikipedia.org/wiki/Nonlinearhttp://en.wikipedia.org/wiki/Advertising_Adstockhttp://en.wikipedia.org/wiki/Brand_loyaltyhttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Television_advertisinghttp://en.wikipedia.org/wiki/Radio_advertisinghttp://en.wikipedia.org/w/index.php?title=Print_Advertising&action=edit&redlink=1http://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Direct_mailhttp://en.wikipedia.org/wiki/Linear_Regressionhttp://en.wikipedia.org/wiki/Nonlinearhttp://en.wikipedia.org/wiki/Advertising_Adstockhttp://en.wikipedia.org/wiki/Brand_awareness