On Target : The Book on Marketing Plans

367 Pages·2000·3.54 MB·English

by  Tim Berry

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TABLE OF CONTENTS
O T : T B
N ARGET HE OOK
ON
M P
ARKETING LANS
How to develop and implement
a successful marketing plan.
By:
Tim Berry
and
Doug Wilson
PAGE I
ON TARGET: THE BOOK ON MARKETING PLANS
Palo Alto Software, Inc., First Edition, October, 2000
Publisher:
Palo Alto Software, Inc.
144 E. 14th Ave.
Eugene, OR 97401
USA
Fax: [phone]
Email: [email protected]
Website: www.paloalto.com
Copyright © 2000 Tim Berry and Doug Wilson
All rights reserved under International and Pan-American Copyright Conventions. All
rights reserved. Reproduction of this work in whole or in part without written permission of the
publisher is prohibited. Published in the United States by Palo Alto Software, Inc., Eugene, OR.
Library of Congress Catalog Number: 00-108434
ISBN 0-9664891-3-6
Book layout by Teri A. Epperly and Steve Lange
PAGE II
TABLE OF CONTENTS
Acknowledgments Sample Business Plans
Thanks very much to Teri Epperly This book includes three complete
and Steve Lange for putting up with sample marketing plans.
us during this book’s journey through
its different stages of development.
(cid:127) AMT is a computer store that is
actually a composite of several
---Tim Berry computer reseller businesses that
Tim Berry consulted with during the
early 1990s.
(cid:127) Franklin & Moore LLC is based on a
I am honored to be able to work marketing plan for a CPA firm Doug
with Tim Berry on this effort. His Wilson consulted with as they faced
insight and enthusiasm made for an increased competition and further
incredible experience. The work of defined their areas of specialty.
Steve Lange and Teri Epperly
(cid:127) All4Sports is a nonprofit organization
enhanced it further.
that offers a wide spectrum of sports
programs for school-age children,
To Judy, Beth and Layne, thank after public school programs had
you for all that you have given me and been eliminated due to budget cuts.
for tolerating my periodic confusion It is also based on a marketing plan
of priorities. You are more important written for one of Wilson’s clients.
to me than life itself.
All were published using
Marketing Plan Pro™, published by
---Doug Wilson
Palo Alto Software, Inc.
PAGE III
ON TARGET: THE BOOK ON MARKETING PLANS
On Target book online!
The printing of this book organizes the original Web chapters into eight sections.
This was done to create a similar look and feel with our online edition.
The online edition is continually edited to bring the most up-to-date marketing and
business planning information to our customers. Please visit our business resources
website at:
http://www.bplans.com/targetonline/
PAGE IV
TABLE OF CONTENTS
Table of Contents
Part 1: Introduction ......................................................... 1
The right tools will enable you to create a marketing plan that will effectively use
your resources to attain your marketing goals and objectives.
Chapter 1: About This Book....................................................... 3
It's About the Plan.................................................................................................3
This Began as a Web Book ..................................................................................4
About the Authors .................................................................................................4
Chapter 2: Marketing Plans ....................................................... 7
The Essential Contents of a Marketing Plan.........................................................7
Marketing Plan Text Outline ..................................................................................8
Text Outline Example ............................................................................................9
Essential Tables ..................................................................................................10
Illustrate Numbers With Charts...........................................................................11
Bring it Together in a Printed Document .............................................................17
Chapter 3: Glossary of Terms.................................................. 19
Part 2: Fundamentals .................................................... 39
Developing a marketing strategy with focus sets the foundation for your marketing
plan.
Chapter 4: Strategy is Focus ................................................... 41
Introduction to Marketing Strategy......................................................................41
Your Value Proposition........................................................................................42
Keys to Success..................................................................................................44
Your Competitive Edge........................................................................................44
Chapter 5: Focus on Customer Benefits ................................. 47
Focus on Market Needs from the Beginning.......................................................47
Start with Customer Needs .................................................................................49
Features and Benefits Statements......................................................................49
Chapter 6: Business Forecasting ............................................ 55
More Art Than Science .......................................................................................55
Respect Your Own Educated Guess...................................................................56
Calculate Average Growth Rates........................................................................58
Build on Past Data When You Can .....................................................................60
Graphics as Forecasting Tools............................................................................61
PAGE V
ON TARGET: THE BOOK ON MARKETING PLANS
Chapter 7: Market Research.................................................... 63
Primary Market Research ...................................................................................64
Secondary Market Research...............................................................................64
Finding Information on Competitors....................................................................65
Where to Find Information on the Internet..........................................................65
Web Links for Fundamental Demographic Data.................................................67
Information from Trade and Industry Associations .............................................70
Information from Magazines and Publications....................................................71
Chapter 8: Target Marketing ................................................... 75
Target Marketing is a Better Use of Resources ..................................................75
Four Ways to Identify Target Markets .................................................................76
Focus on Benefits ...............................................................................................76
The Target Market Profile....................................................................................77
Part 3: Situation Analysis ............................................. 79
An accurate assessment of your market, your environment and your competitors will
add reality and practicality to your marketing plan.
Chapter 9: Market Analysis ..................................................... 81
Essential Market Analysis ...................................................................................81
Know Your Customers.........................................................................................84
Web Links for Fundamental Data .......................................................................87
Chapter 10: SWOT Analysis ..................................................... 89
Developing Your SWOT Analysis........................................................................89
A SWOT Example...............................................................................................90
Chapter 11: Competitive Analysis ........................................... 93
Your Competitive Analysis...................................................................................93
Finding Information on Competitors....................................................................95
Website Links for Fundamental Data..................................................................95
Part 4: Strategy ............................................................. 97
Establishing your product position will allow you to take your strategy from concept
to implementation.
Chapter 12: Positioning ........................................................... 99
Product Positioning .............................................................................................99
Product Positioning Web Links .........................................................................101
Chapter 13: Strategy Pyramid ............................................... 107
Strategy Pyramid and Strategic Alignment .......................................................108
PAGE VI
TABLE OF CONTENTS
Chapter 14: Mission and Objectives...................................... 111
Develop Your Mission Statement ...................................................................... 111
Mission Statement Websites.............................................................................112
Set Marketing Objectives ..................................................................................113
Set Financial Objectives....................................................................................113
Chapter 15: Segmentation..................................................... 115
Segmentation is Strategic -- Divide to Conquer................................................115
Segmentation Options -- You Make the Call.....................................................117
Segmentation Website Link ..............................................................................120
Part 5: Tactics ............................................................. 121
The tactical decisions you make should directly complement your marketing strategy
in a manner that is practical and can be implemented.
Chapter 16: Pricing ................................................................ 123
Understand Your Pricing Choices .....................................................................123
Pricing for Product Positioning..........................................................................124
Price Point Determination .................................................................................125
Pricing is Magic.................................................................................................126
Chapter 17: Advertising......................................................... 129
Advertising Fundamentals.................................................................................129
Advertising Options...........................................................................................132
Advertising: Make or Buy? ................................................................................139
Dealing with an Advertising Agency..................................................................141
Chapter 18: Public Relations ................................................. 143
Public Relations Marketing................................................................................143
Goals and Objectives........................................................................................144
Assessing Resources........................................................................................145
Example of PR Strategy....................................................................................146
The Role of the Champion ................................................................................147
The Control Factor ............................................................................................148
Chapter 19: Product Marketing ............................................. 149
The Offering Concept........................................................................................149
What is a Product Brand?.................................................................................150
Product Manager...............................................................................................152
Packaging and Labeling....................................................................................153
Product Bundling...............................................................................................154
Adaptations for Global Marketing......................................................................155
PAGE VII
ON TARGET: THE BOOK ON MARKETING PLANS
Chapter 20: Direct Marketing ................................................ 157
What is Direct Marketing?.................................................................................157
Types of Direct Marketing .................................................................................158
Assessing the Criteria .......................................................................................161
Before You Begin, Decide How to Measure......................................................162
Ethical Considerations and Responsibilities......................................................164
Chapter 21: Channel Marketing............................................. 165
Extending Your Reach.......................................................................................165
Channel Members Provide Value......................................................................166
Channel Criteria ................................................................................................168
Channel Conflict................................................................................................169
Channel Marketing - Roles and Functions........................................................170
Part 6: Forecasting...................................................... 171
The process of developing a sales forecast begins with gathering data, continues with
making informed guesses, and then follows up by testing those guesses against reality.
Chapter 22: Sales Forecast ................................................... 173
A Standard Sales Forecast ...............................................................................173
Build on Past Data When you can ....................................................................174
Units-Based Sales Forecast..............................................................................175
Projecting Cost of Sales....................................................................................176
Chapter 23: Market Forecast................................................. 179
Market Forecast - Example...............................................................................179
How Do I Make a Market Forecast Estimate?...................................................182
Finding an Expert Forecast...............................................................................183
Estimating from Past Data ................................................................................184
Parallel Data......................................................................................................186
The Idea Adoption Model..................................................................................187
The Diffusion Model ..........................................................................................188
Product Life Cycle.............................................................................................194
Web Links for Market Data ...............................................................................196
Chapter 24: Expense Budget................................................. 197
Your Budget is a Marketing Tactic.....................................................................197
A Simple Expense Budget ................................................................................198
Budgeting Approaches......................................................................................199
Keep the Process in Perspective ......................................................................199
When You Don't Have Past Data to Compare ..................................................200
Creativity is a Budget's Best Friend ..................................................................200
PAGE VIII
TABLE OF CONTENTS
Part 7: Make it Happen................................................ 201
The value of your marketing plan will be realized when its successful implementation
produces your stated results.
Chapter 25: Print and Publish................................................ 203
Publishing is Management................................................................................203
Final Edit ...........................................................................................................203
Presentation......................................................................................................204
Bring Together in Print.......................................................................................204
Chapter 26: Keep it Alive....................................................... 207
Start with the Right Plan....................................................................................207
Implementation Milestones................................................................................209
Regular Modifications and Corrections .............................................................210
Sales Forecast - Example.................................................................................210
Variance Analysis..............................................................................................212
Part 8: Appendices ...................................................... 217
The Appendices support the main text. They include three sample marketing plans,
plus an Illustration List of graphics used in this book.
Sample Plans.......................................................................... 219
All4Sports..........................................................................................................219
AMT...................................................................................................................259
Franklin & Moore LLC .......................................................................................207
Illustration List....................................................................... 347
Index....................................................................................... 351
PAGE IX