Marketing

How to build a marketing plan?

12/1/2007
Laurent Bouty

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How to build a Marketing Plan?
Question

• Why building a marketing plan?

• What should we do for building a marketing plan?

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How to build a Marketing Plan?
The Marketing Process
Corporate mission and
objectives
Marketing audit
SWOT

Marketing objectives

Marketing strategy

Marketing Mix
Product Promotion
Price People
Place Process

Implementation
Evaluation
Control
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How to build a Marketing Plan?
Question

• Do you think the model is still valid?

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How to build a Marketing Plan?
Do they follow the marketing process?

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How to build a Marketing Plan?
Do they have a plan?

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How to build a Marketing Plan?
Leader - Why?

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How to build a Marketing Plan?
Why are they different?

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How to build a Marketing Plan?
Question

• What do you think has changed?

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How to build a Marketing Plan?
Evolution of the marketing concept

Customer
Customer Competitor Portfolio orientation
analysis analysis selection theory (rediscovered)

Quality/ The New

The Old Value Marketing
Strategy
Marketing Delivery Concept
Planning
Concept

Long-range Total quality Distinctive

planning management competence

Webster (1994) 10
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How to build a Marketing Plan?
Element 1 - Proliferation

• More Brands
• More Products
• More Choices
• More Info
• More Speed
• More Stress

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How to build a Marketing Plan?
Element 2 - Fragmenting customer segments

• Increase of different customer

segments
• Influence of ethnicity
• Life-style difference in
consumption pattern

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How to build a Marketing Plan?
Element 3 - Consumers are connected

• Social Networks
• Self-generated content
• Communities
• Blogs
• Product ratings

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How to build a Marketing Plan?
Element 4 - Consumers’ behaviour

• Less Time
• Less Attention
• Less Ignorance
• Less Stability
• Less Loyalty

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How to build a Marketing Plan?
Element 5 - Sales and Distribution Touchpoints

• New channels (eg.Ebay)

• New Touchpoints (eg.
Mobile phones)
• New distribution partners
(eg. Tesco for Travel)

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How to build a Marketing Plan?
Element 6 - Diverse communication vehicles

• Old Media
– TV
– Radio
– Press
• New Media
– Internet
– Viral Marketing
– Product Placement
– Banner
– Online Video

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How to build a Marketing Plan?
So: Plenty of challenges

• How to differentiate?
• How to create value?
• How to capture value?
• How to reach people?
• How to manage?
• How to survive?

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How to build a Marketing Plan?
Question

• What should we do differently when building a marketing

plan?

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How to build a Marketing Plan?
New rules

• Increase the number of bets, and decrease their size

• Focus on detection, measurement and feedback
• Follow through with flexible marketing budget
• Exploit naturally emerging social influence
• Build flexibility into supply chains and contract

Source: Marketing in an unpredictable world - HBR - Sept 2006

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How to build a Marketing Plan?
The Marketing Process - New rules

Corporate mission and

objectives • Marketing objectives
Marketing audit – Period?
SWOT – Calendar?
Marketing objectives – ROI?
– Cross-functional
Marketing strategy – Customer life cycle
Marketing Mix – Short term
Product Promotion – Long term
Price People
Place Process

Implementation
Evaluation
Control
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How to build a Marketing Plan?
The Marketing Process - New rules

Corporate mission and

objectives • Marketing strategy
Marketing audit – Precision, adaptability and
SWOT segmentation
Marketing objectives – Pricing: test, transparency,
flexibility
Marketing strategy – All channels (old and new)
– Project and program based
Marketing Mix approach
Product Promotion
Price People – Multi-skills people
Place Process

Implementation
Evaluation
Control
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How to build a Marketing Plan?
The Marketing Process - New rules

Corporate mission and

objectives • Implementation/control
Marketing audit – Project budget
SWOT – Start small, scale fast
Marketing objectives – Real-time tracking
– ROI
Marketing strategy – Influencer, Social network,
Emerging networks
Marketing Mix
Product Promotion
– Ensure your suppliers are
Price People also flexible
Place Process

Implementation
Evaluation
Control
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How to build a Marketing Plan?
Conclusions

• Current process is still valid

• Rules have changed
• Marketing job is more complex

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Thank You

Laurent Bouty
Leading Worlds
laurent.bouty@leadingworlds.com

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