Marketing Planning

July 13, 2009

BrandAmplitude, LLC
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Presented to Marketing Management class at University of Notre Dame

Carol Phillips
President, Brand Amplitude, LLC

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Marketer of the Year 2008
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What is ..
Standard Question
Created using Wordle.net
http://www.systemicmarketing.com/marketing-definitions/

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"Marketing is the process of making
selling unnecessary.

--Jennifer Aaker
Professor at Stanford University
www.Twitter.com/Aaker
Marketing encompasses activities that
maximize the value to the customer and
the return on investment when bringing
a product or service to market.

--Sam Decker
Chief Marketing Officer at Bazaarvoice
www.Twitter.com/SamDecker
"Marketing extends from understanding
what the customers need to making sure
they get it and are happy with it.

--Nigel Dessau
Chief Marketing Officer at AMD
www.Twitter.com/NigelDessau

"Marketing is a set of activities or
processes aimed at creating satisfactory
exchanges for both customers and
sellers.

--Harsha Gangadharbatla
Assistant Professor at the University of Oregon
www.Twitter.com/GHarsha
http://www.systemicmarketing.com/marketing-definitions/
Marketing = Process & Purpose
Purpose + Process
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Marketing is the activity, set of institutions, and
processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large.
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"Marketing is the process organizations use to create value for
their members, customers, donors, and other stakeholders.
Effective marketing results in stronger brands. The strength of a
brand reflects the quality of its relationships with its stakeholders.
A strong brand can be an organization's most valuable asset. In
this way, effective marketing returns measurable value to the
organization.

--Carol Phillips
Adjunct Professor at the University of Notre Dame
www.Twitter.com/Carol_Phillips


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Who Is Responsible for..
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Based on mass media
advertising and reach
Trust is gained through
familiarity.
A brand is built over a long
time.
Marketing is responsible for
the brand.
Consumers are targets

Old Paradigm New Paradigm
Based on total customer
experience
Trust is gained through
experience.
A brand can be built in a short
period of time.
Everyone in the company is
responsible for the brand.
Consumers are co-creators
Scope of Marketing is Broadening
Changing Perspective
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http://www.youtube.com/watch?v=gwaX40EnUdM

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Procter & Gamble's Jim Stengel
described a major cultural shift that is
turning the world's largest marketer into
a starter of conversations and a solver
of consumers' problems rather than a
one-way communicator. "It's not about
telling and selling," said the chief
marketing officer of the company that
once lived by that simple mantra. "It's
about bringing a relationship mind-
set to everything we do."

Stengel Exhorts 4A's: 'It's Not About Telling and Selling'
P&G's CMO Ditches Simple Mantra for Dialogue-Driven Communications
Advertising Age, March 01, 2007
Relationships Are Key
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Marketing Activities
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What is it? (Product & Competition)

Who will buy it? (Target & Need)

Why will they buy it? What differentiates it? (Marketing Mix)

What does success look like? (Goals and Objectives, Milestones)
Marketing Planning
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4 Ps = Marketing Mix
Product
Place
Price
Promotion
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DIFFERENTIATE OR DIE

(the hardest interview question I ever had)
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Slide 2-32
Marketing Planning
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Marketing plans set the course
This is where are going, and this is how we are getting there.
-J&J executive

The marketing plan is the road map.
-Pepsi executive


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Marketing Plans Set The Course
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The sad reality: many marketing plans are terrible
5% of them are good, most of them suck wind.
-Eli Lilly executive

Maybe 20% of companies do it right. Most have absolutely no clue.
-Gillette executive

So much of marketing is common sense, but it all goes away when you write
marketing plans.
-Barilla executive
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Most Plans Are Terrible
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The typical marketing plan
Is more than 100 pages long
Begins with a long, detailed situation analysis
Ends with many programs, lots of details, lots of tactics
Is presented in a big meeting with dozens in the audience

Typical Plan
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Marketing plans are the bridge between information
and action



Data Programs
Insights Tactics
Ideas Initiatives
Analysis Budgets
Marketing
Plan
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Best Plans Bridge Insights to Action
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A marketing plan needs to start with clear
goals/objectives
A marketing plans has to start with the goal in mind: what are we trying
to achieve?


Goals should be SMART

Specific, Measurable, Aggressive, Realistic, Time-specific


Having too many goals is a problem. Best is to have one or two


Goals/objectives should tie to the financials of the business

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Start with Objectives
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An organization might also have non-financial goals
Profit results are an important thing, but not the only thing

Building a strong, enduring business is also critical

As result, a marketing plan will often have a non-financial objective

Speaks to how you are going to deliver the profit number
Provides a more robust direction than simply using a financial target
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Non-Financial Goals
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Breakthrough Marketing Plans
Outline
Executive Summary
State of the Business/SWOT
Goals/Objectives
Strategic Initiatives and Rationale
Tactics and Rationale
Financial Implications
Milestones
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Outline
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Focus is critical
People think focus means saying yes to the thing
youve got to focus on. But thats not what it
means at all. It means saying no to the 100
other good ideas that there are. You have to pick
carefully.

Im actually as proud of many of the things we
havent done as the things we have done.

-
Steve Jobs, Apple
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Focus Is Critical
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Strategic initiatives are the big moves
Strategic initiatives are the most important things you need to do in
order to deliver the goals/objectives Usually 3-5 strategies is best
Too many strategies dilutes focus
Great strategies reflect choices

Strategic initiatives should convey actionthis is what we will actually
go and do

Increase buying rate with our heavy users.
Engage young people, especially college students.
Launch new, premium item and drive trial.

Successfully executing against the strategic initiatives should deliver
the goals/objectives



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Strategic Initiatives
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Tactics are the specific actions
Tactics highlight precisely how the strategic initiative will happen

Tactical moves include specific action steps


Pricing changes
Advertising plans
Packaging changes
Product development projects
The 4 Ps
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Tactics = Actions
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Three critical insights
1. Marketing plans are
recommendations

2. The best marketing plans
communicate clearly and
persuasively

3. Simplicity is always best
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Three Insights
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Carol Phillips
carol@brandamplitude.com
269-429-6526
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