Essential guide to marketing planning

329 Pages·2013·7.162 MB·English

by  Wood, Marian Burk

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Essential Guide to Marketing Planning 3e takes you step-by-step through the process of
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developing a creative, effective marketing plan for any product. Marian Burk Wood’s friendly,
no-nonsense approach offers practical guidance on how to research, prepare and present a O
great marketing plan. Packed with real-life examples, up-to-date marketing ideas and a D
detailed sample plan, this book is the perfect tool for the marketing planners of tomorrow.
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About the Author N M
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MAriAn burk Wood, MBA, has held vice-presidential level positions in corporate and non-profit N I
marketing with Citibank, JP Morgan Chase and the National Retail Federation. Her popular US R L
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book, The Marketing Plan Handbook, has introduced marketing planning to thousands of students N A
worldwide. Visit her blog at: http://essentialmarketingplanning.blogspot.com/ G M TI
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www.pearson-books.com
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Essential Guide to Marketing Planning
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Chapter 1: Introduction to marketing planning iii
Marian Burk Wood
Essential Guide to
Marketing Planning
Third edition
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Pearson Education Limited
Edinburgh Gate
Harlow CM20 2JE
United Kingdom
Tel: [phone]
Web: www.pearson.com/uk
First published 2007 (print)
Second edition published 2010 (print)
Third edition published 2013 (print and electronic)
© Pearson Education Limited 2007, 2010 (print)
© Pearson Education Limited 2013 (print and electronic)
The right of Marian Burk Wood to be identified as author of this work has been
asserted by her in accordance with the Copyright, Designs and Patents Act 1988.
The print publication is protected by copyright. Prior to any prohibited reproduction,
storage in a retrieval system, distribution or transmission in any form or by any means,
electronic, mechanical, recording or otherwise, permission should be obtained from the
publisher or, where applicable, a licence permitting restricted copying in the United
Kingdom should be obtained from the Copyright Licensing Agency Ltd, Saffron House,
6-10 Kirby Street, London EC1N 8TS.
The ePublication is protected by copyright and must not be copied, reproduced,
transferred, distributed, leased, licensed or publicly performed or used in any way except
as specifically permitted in writing by the publishers, as allowed under the terms and
conditions under which it was purchased, or as strictly permitted by applicable copyright
law. Any unauthorised distribution or use of this text may be a direct infringement of the
author’s and the publishers’ rights and those responsible may be liable in law accordingly.
All trademarks used herein are the property of their respective owners. The use of any
trademark in this text does not vest in the author or publisher any trademark ownership
rights in such trademarks, nor does the use of such trademarks imply any affiliation with
or endorsement of this book by such owners.
Pearson Education is not responsible for the content of third-party internet sites.
ISBN: 978-0-273-77363-4 (print)
978-0-273-77367-2 (PDF)
978-0-273-79483-7 (eText)
British Library Cataloguing-in-Publication Data
A catalogue record for the print edition is available from the British Library
Library of Congress Cataloging-in-Publication Data
A catalog record for the print edition is available from the Library of Congress
10 9 8 7 6 5 4 3 2 1
17 16 15 14 13
Print edition typeset in 10/12.5 Palatino LT Std by 35
Print edition printed by Ashford Colour Press Ltd., Gosport
NOTE THAT ANY PAGE CROSS REFERENCES REFER TO THE PRINT EDITION
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Brief contents
Preface xv
About the author xx
Acknowledgements xxi
Chapter 1 Introduction to marketing planning today 1
Chapter 2 Analysing the current situation 23
Chapter 3 Analysing customers and markets 43
Chapter 4 Segmenting, targeting and positioning 66
Chapter 5 Planning direction and objectives 87
Chapter 6 Planning for products and brands 105
Chapter 7 Planning for pricing 128
Chapter 8 Planning for channels and logistics 149
Chapter 9 Planning for communications and influence 170
Chapter 10 Supporting the marketing mix 198
Chapter 11 Planning metrics and performance measurement 217
Chapter 12 Planning implementation and control 240
Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier 259
Glossary 281
Index 291
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Contents
Preface xv
About the author xx
Acknowledgements xxi
1 Introduction to marketing planning today 1
Chapter preview: Marketing at Reckitt Benckiser 1
The role of marketing planning 2
The benefits of marketing planning 3
The dynamic marketing plan 3
Marketing in practice: B&Q 4
The marketing planning process 4
Stage 1: Analyse the current situation 5
Stage 2: Research and analyse markets and customers 6
Essential checklist No. 1: Situational analysis 7
Stage 3: Determine segmentation, targeting and positioning 7
Stage 4: Set marketing plan direction and objectives 8
Marketing in practice: Thorntons 9
Stage 5: Plan marketing strategies, programmes and support 9
Product and branding 10
Price 10
Marketing in practice: Nespresso 11
Channel and logistics 11
Marketing communications and influence 11
Marketing support 12
Stage 6: Plan to measure progress and performance 13
Stage 7: Implement, control and evaluate the plan 13
Documenting a marketing plan 13
Internal audit: the starting point for planning 15
Three levels of planning for strategy 15
Marketing and the mission statement 17
Essential checklist No. 2: The mission statement 18
Chapter summary 19
Case study: Burberry 19
Apply your knowledge 20
Build your own marketing plan 20
Endnotes 21
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viii Contents
2 Analysing the current situation 23
Chapter preview: Marketing at Experian 24
Environmental scanning and analysis 25
Internal audit: identifying strengths and weaknesses 26
External audit: identifying opportunities and threats 26
SWOT analysis 27
Marketing in practice: Virgin Atlantic Airways 28
Analysing the internal environment 28
Organisational resources and capabilities 29
Current offerings 29
Previous performance 30
Business relationships 30
Key issues 31
Marketing in practice: Shutl 31
Essential checklist No. 3: The internal environment 32
Analysing the external environment 33
Political factors 33
Economic factors 33
Social–cultural factors 34
Technological factors 35
Marketing in practice: Wrapp 35
Legal factors 36
Ecological factors 36
Competitive factors 36
Essential checklist No. 4: The external environment 37
Chapter summary 39
Case study: Uniqlo 39
Apply your knowledge 40
Build your own marketing plan 41
Endnotes 41
3 Analysing customers and markets 43
Chapter preview: Marketing at Specsavers 44
Analysing consumer and business markets 45
Market definition 45
Market changes 46
Market share 48
Marketing in practice: Web browsers 48
Analysing customers in consumer markets 49
Characteristics and needs 50
Cultural elements 51
Social connections 52
Personal elements 52
Marketing in practice: Innocent 54
Essential checklist No. 5: Analysing customers in consumer markets 54
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Contents ix
Analysing customers in business markets 55
Characteristics and needs 56
Organisational and environmental considerations 56
Marketing in practice: Microsoft 57
Internal and external relationships 58
Essential checklist No. 6: Analysing customers in
business markets 59
Researching markets and customers 60
Chapter summary 61
Case study: Michelin 62
Apply your knowledge 63
Build your own marketing plan 63
Endnotes 64
4 Segmenting, targeting and positioning 66
Chapter preview: Marketing at Volkswagen 67
Benefits of segmentation, targeting and positioning 67
The market segmentation process 68
Choose the market 70
Apply segmentation variables in consumer markets 70
Marketing in practice: Hotel Chocolat 72
Apply segmentation variables in business markets 73
Marketing in practice: BASF 74
Evaluate and select segments for targeting 74
Essential checklist No. 7: Evaluating market segments 76
The targeting process 77
Undifferentiated marketing 77
Differentiated marketing 78
Concentrated marketing 78
Marketing in practice: Ryanair 79
Individualised marketing 79
Segment personas 80
The positioning process 80
Deciding on differentiation 81
Applying positioning 81
Essential checklist No. 8: Planning for positioning 82
Chapter summary 82
Case study: Nike 83
Apply your knowledge 84
Build your own marketing plan 84
Endnotes 85
5 Planning direction and objectives 87
Chapter preview: Marketing at McDonald’s 88
Direction and objectives drive marketing planning 88
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