Strategic Planning Concepts for Marketing Communication

1
Chapter 4

• Strategic Planning Concepts for Marketing
  Communication

2
Business Planning

• Objectives
• What is to be accomplished
• Strategies
• How objectives will be accomplished
• Execution
• Detailed action plan

3
Strategic Planning Model
Corporate Plan
Marketing Plan
Marketing Comm. Plan
Advertising Plan
Creative / Media Plan
4
Corporate Planning
A Mission Statement is the foundation of a
corporate plan.

• Corporate Objectives
• Corporate Strategy

5
Corporate Strategies

• Penetration
• Acquisition
• New Products
• Vertical Integration
• Strategic Alliances
• Divestment

6
Marketing Planning
Situation Analysis
SWOT Analysis
Marketing Plan
7
Market Plan Background Analysis
Situation Analysis

• External Influences
• Market Analysis
• Product Analysis
• Competitor Analysis

SWOT Analysis
8
The Marketing Plan

• Positioning Statement
• Marketing Objectives
• Sales, Market Share, Profit
• Marketing Strategies
• Target Market
• Marketing Mix
• Budget
• Marketing Execution

9
The Importance of Positioning
Target Market Analysis
Competitor Analysis
Positioning Strategy
Product
Price
Marketing Comm.
Distribution
10
Marketing Communications Objectives
Clearly identify behavioural objectives or other
objectives.

• Awareness
• Trial
• Alter image
• Launch new product
• Etc.

11
Marketing Communications Strategies
Advertising Sales Promotion Public
Relations Events and Sponsorships Direct
Response Interactive Personal Selling

• Decisions on which components to use are
  influenced by
• Budget available
• Competitive activity

12
Advertising Plan

• Creative Plan
• Articulate positioning strategy
• What to say and how to say it
• Media Plan
• Effectiveness / Efficiency
• Emotional / Rational (messages)

13
Advertising Decisions The 8Ms
Merchandise
Target Market
Motives
Message
Measurement
Media
Money
Management