The Marketing Planning Process

BOT Prestigious Conference Hall

29th June 2012

Role of Marketing Develop products

Create motivations Image/Status Reassurance

Develop Communication Messages Essence of your brand Functional and Emotional benefits

Manage Marketing Tools Advertising Sponsorships and Events Distribution infrastructure PR Packaging Promotions

Key considerationsChanges in consumer behaviourNumber of playersKey Competitor activitiesInflation pressure and its effect on

purchasing powerConsumers knowledgeIncreased pressure in the share of pocket

Implications Create motivations

Consumers shift to value and cheaper offerings Consumers multiple usage of brands Different occasions provide new offerings

Message Communicate powerfully your Key Brand Benefit Realistic consumer Insights Focus on touch points beyond advertising

Media Audience profiles Connection moments Decision corridors Regulatory environment Return on investment

ChallengesLack of consumer understandingAdvertising RelevancyMedia usage and wastageExecution at the point of consumption“Me too” scenario Marketing being seen as a spending departmentMarketing budgetROI

Marketing Planning

Phillip Kotler and Kelvin Lane Keller in the Marketing Management 12e, define

“Marketing Planning as the process consisting analysing Marketing Opportunities; selecting target market; designing marketing strategies; developing marketing programs and managing marketing efforts”

Marketing Planning Process

Marketing Planning is about Brand Marketing

Brand Marketing is all about Creation of Brand Equity

Brand Equity = Marketing Planning Process

Brand Equity ProcessConsumer understanding

Tracker studiesConsumer

segmentationConsumer motivation

Brand Essence and PositioningBrand EssenceKey consumer take outBrand Personality

Consumer driven strategyBusiness objectivesConsumer goalsActivity selectionGrowth drivers

Brilliant in ExecutionATLBTLEvents and PRExperiential activities

Winning in a competitive worldGreat Brands win Consumers minds and aspirationsFocus on Brand Equity(Marketers and Non-

Marketers)Deeper understanding of your consumers and

CompetitorsCreate relevant Brand Image: Brand Essence,

Positioning, PersonalityTop Brand awareness: Spontaneous, First mentionBrilliant Execution

Win Consumer preference: Loyalty and Commitment

Planning tool – My toolConsumersCompetitorsImageAwarenessExecution

C, C, I, A, E

4 Pillars of Success in MarketingSuccessful companies put consumers at the

heart of the planning processMarketing Managers need to be true CEOs

of their brands Manage brand COGS and periodic Brand P&L

Excellency in Execution will lead from good to great results.

Localization of brand activities is a key driver of brand association and hence unlock brand growth