MARKETING PLAN 54

MARKETING PLAN For SME & OTOP การตลาดมี ำ ค ัญ ความสา อย่างไร ต่อธุรกิจ? The Importance of Marketing Financial success depends on marketing No demand - no business Marketing decisions tough – What to design – What prices to offer – Where to sell – How much to spend on advertising… Scope of Marketing – Who Markets? marketplace a physical place marketspace a digital place metamarket a cluster of related products in consumers’ minds, from diverse industries Cosmoneuticals : • Dermatology drugs Ad by Shiseido: • Industry Japanese cosmetics firmconvergence • Cleanser, lotion, medication • Sold in Japan -drugstores Figure 1.3 Holistic Marketing Dimensions การวางแผนประกอบไปด้วย ? Exhibit 20.11 The Contingency Planning Process Identifying critical assumptions about the future Measuring probability of each critical assumption’s being right Rank ordering of critical assumptions Tracking/monitoring of action plan Setting triggers to activate contingency plan Specifying alternative response options Evaluating and Controlling the Marketing Process Efficiency Efficiency control control ••Improve Improve marketing marketing efficiency efficiency Strategic Strategic control control ••Review Review for for effectiveness effectiveness ••Conduct Conduct marketing marketing audit audit ••Rates Rates performance performance ••Reviews Reviews for for ethics ethics and and social social responsibility responsibility Evaluating and Controlling the Marketing Process Annual-plan Annual-plan control control •• Set Set goals goals •• Monitor Monitor performance performance •• Determine Determine deviations deviations •• Take Take corrective corrective action action Profitability Profitability control control •• Identify Identify expenses expenses •• Measure Measure expense expense •• Prepare Prepare profit/loss profit/loss Table 22.4 Types of Marketing Control Figure 22.5 The Control Process Evaluation and Control - Efficiency and Control SALES-FORCE EFFICIENCY • Key indicators of efficiency in territories: 1) Average calls per salesperson per day 2) Average sales call time per contact 3) Average revenue per sales call 4) Average cost per sales call 5) Entertainment cost per sales call 6) % of orders per 100 sales calls 7) Number of new customers per period 8) Number of lost customers per period 9) Sales-force cost as % of total sales Evaluation and Control - Efficiency and Control ADVERTISING EFFICIENCY Keep track of these: • Advertising cost reached by media vehicle • % of audience who noted, saw & read each ad • Consumer opinion: ad’s content & effectiveness • Before & after attitude - towards product • Inquiries stimulated by ad • Cost per inquiry Measuring advertising efficiency in China is needed as consumers are bombarded with many ads The Future of Marketing How to achieve marketing excellence? 1)Be “holistic” & less departmental 2)Larger influence - business strategy 3)Ongoing new ideas to prosper 4)Customer insight - treat different but proper 5)Build brands - performance > promotion 6)Go electronic & win - superior systems The Future of Marketing To be truly holistic in marketing, proficient in: 1) Customer relationship management (CRM) 2)Partner relationship management (PRM) 3)Database marketing and data-mining 4) Contact center management & telemarketing 5)Public relations marketing 6)Brand building and brand asset management 7)Experiential marketing 8)Integrated marketing communications 9)Profitability analysis: segment customer channel The Future of Marketing • Pursuit of marketing superiority & dominance, new rules and practices are emerging • Benefits of successful 21st century marketing are many, but need hard work, insight, and inspiration Major Marketing Weaknesses DEADLY SIN: Insufficient market-focus & customer drive Signs: Segments poorly identified Solutions: Advanced segmentation techniques DEADLY SIN: Does not fully understand target Signs: Customers buy less product; High returns, complaints Solutions: Analytical techniques; Data mining DEADLY SIN: To better define & monitor competitors Signs: No system for competitive intelligence Solutions: Establish office for competitive intelligence DEADLY SIN: Relations with stakeholders not managed well Signs: Stakeholders unhappy Solutions: Manage relations better DEADLY SIN: Not good at finding new opportunities Signs: No exciting new opportunities for years Solutions: Set up system - stimulate flow of new ideas Major Marketing Weaknesses DEADLY SIN: Marketing planning process is deficient Signs: Plan lack right components; no contingencies Solutions: SWOT, strategy, budgets & controls DEADLY SIN: Product & service policies need tightening Signs: Many products lose money, poor cross-selling Solutions: System - track weak products, improve upselling DEADLY SIN: Brand-building & communication skills are weak Signs: Target knows little about company, brand not distinctive Solutions: Improve brand-building strategies DEADLY SIN: Not organized for effective & efficient marketing Signs: Lacks 21st century marketing skills, bad internal vibes Solutions: Appoint strong leader; improve internal relations DEADLY SIN: Not made maximum use of technology Signs: Little use of Internet, outdated sales system Exhibit 20.7 Effect of $300,000 Increase in Sales Resulting from Increased Sales Commissions and Expenses of $35,000 Net sales Less: direct costs (29.62%) Expenses Sales commissions and expenses Advertising Physical logistics Occupancy Management Contribution to overhead and profits Increase in profit (before tax) = $703 - $650 = $5,700 4,012 $1,688 485 185 190 25 100 $ 985 $ 703 $53 The Marketing Plan Process Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls