The Marketing Planning Process

THE MARKETING PLANNING
PROCESS.
LOGICAL SEQUENCE
:SETTING OF MARKETING
OBJECTIVES &
:FORMULATION OF PLANS
OF ACHIEVING THE
OBJECTIVES. 1
WHY IS MARKETING
PLANNING ESSENTIAL:
For superiors
For you: :To inform

• For non-marketing
:To help identify sources functions
of competitive
advantage :To get resources
:To force an organized
approach
For subordinates
:To develop specificity
:To get support
:To ensure consistent :To get commitment
relationships
:To set objectives and
strategies
MARKET PLANNING
• Through strategic planning, the company decides what

it wants to do with each business unit. Marketing
planning involves deciding on marketing strategies that
will help the company attain its overall strategic
objectives. A detailed marketing plan is needed for
each business, product, or brand. What does a
marketing plan look like?
• The plan begins with an executive summary that
quickly reviews major assessments, goals, and
recommendations. The main section of the plan
presents a detailed SWOT analysis of the current
marketing situation
CONTENTS OF MARKETING PLAN
• 1.0 EXECUTIVE SUMMARY:
• 1.1 COMPANY BACKGROUND
• 2.1 CURRENT MARKET SITUATION
• 2.2 OPPORTUNITY AND ISSUE ANALYSIS
• 3.1 OBJECTIVES
• 4.1 SEGMENTATION
• 4.2 TARGETING
• 4.3 POSITIONING
• 5.0 MARKETING STRATEGY (MAINLY 4 PS)
• 5.1 PRODUCT
• 5.2 PRICE
• 5.3 PLACE …….ETC depending with the nature of product/service
• 6.1 ACTION PROGRAMS: Implementation Calendar and Budget
• 7.1 PROJECTED MAX 2 YEARS INCOME STATEMENT 2024 is base year.
• 8.1 CONTROLS: Indicate how the plan will be monitored.
CONTENTS OF A MARKETING PLAN
Executive Summary
Presents a brief summary of the main goals
and recommendations of the plan for
management review, helping top management
find the plan’s major points quickly. A table of
contents should follow the executive
summary.
Current marketing situation
Describes the target market and company’s position in it, including
information about the market, product performance, competition,
and distribution. This section includes the following:
■ A market description that defines the market and major segments,
and then reviews customer needs and factors in the marketing
environment that may affect customer purchasing.
■ A product review that shows sales, prices, and gross margins of the
major products in the product line or market.
■ A review of major competitors and assesses their market positions
and strategies for product quality, pricing, distribution, and
promotion.
■ A review of distribution that evaluates recent sales trends and
other developments in major distribution channels.
THREATS AND
OPPORTUNITIES ANALYSIS
Assesses major threats and

opportunities that the product
might face, helping management
anticipate important positive or
negative developments that might
have an impact on the firm and its
strategies.
MARKETING OBJECTIVES
States the marketing objectives

that the company would like to
attain during the plan’s term and
discusses key issues that will
affect their attainment. For
example, if the goal is to achieve
15 percent market share, this
section looks at how this goal
might be achieved.
MARKETING OBJECTIVES
• They should be capable of measurement,

otherwise they are not objectives. Directional
terms such as ‘maximize’, ‘minimize’, ‘penetrate’,
‘increase’, and so on, are only acceptable if
quantitative measurement can be attached to
them.
• Measurement should be in terms of some, or all,
of the following: sales volume; sales value; market
share; profit; percentage penetration of outlets
• (e.g. to have 10 per cent of all retail outlets in
Harare stocking our Bata products by year 202X
or To increase Zimbabwe market share by 20%
by year end of December 202X ).
SEGMENTATION TARGETING AND
POSITIONING
1. SEGMENTATION is defined as the process of dividing a potential market into

distinct subsets of consumers with common needs of characteristics and selecting one
or more segments to target with a distinct marketing mix.
2. Organizations are always faced with competition, limited financial and material
resources and large markets thereby making it difficult to sell to the entire market.
Marketers should therefore select target markets to serve. The act of evaluating and
selecting one or more specific groups to serve is called TARGETING.
3. Philip Kotler defines POSITIONING as the act of designing an offer so that it

occupies a distinct and valuable place (niche) in the minds of the consumer relative to
competing brands. Marketers should therefore occupy niches, that is unoccupied
positions in the minds of the consumers.
MARKETING STRATEGY
• Outlines the broad marketing logic by which the
business unit hopes to create customer value
and relationships as well as the specifics of
target markets, positioning, and marketing
expenditure levels.
• How will the company create value for
customers in order to capture value from
customers in return?
• This section also outlines specific strategies
for each marketing mix element and explains
how each responds to the threats,
opportunities, and critical issues spelled out
earlier in the plan.
ACTION PROGRAMS
Spells out how marketing strategies

will be turned into specific action
programs that answer the following
questions: What will be done? When
will it be done? Who will do it? How
much will it cost?
BUDGET
• Details a supporting marketing budget that

is essentially a projected profit-and-loss
statement. It shows expected revenues
(forecasted number of units sold and the
average net price) and expected costs of
production, distribution, and marketing.
• The difference is the projected profit. Once
approved by higher management, the
budget becomes the basis for materials
buying, production scheduling, personnel
planning, and marketing operations.
CONTROLS
Outlines the control that will be used to

monitor progress and allow higher
management to review implementation
results and spot products that are not meeting
their goals. It includes measures of return on
marketing investment.
CONTROLS
• Market share analysis- we are going to

compare our sales with those of
competitors. This helps us to show how
our business has reached customers in
each neighbourhood across its sales
region.
• We are going to use strategic control to
examine whether our company is pursuing
its best opportunities with respect to
markets and products. We are going to have
marketing effectiveness review and
marketing audit.
Sales Analysis- we are going do sales analysis
after a year to check whether we have met our
sales goals . We are going to check trends in the
market and to check the effectiveness of our
sales strategies. We are going to compare sales
targets to actual sales and accounting for
discrepancies.
CONTROLS
Market Expense to sales analysis- We are going to

check the range cost of achieving the company’s
sales goals. We are going to calculate ratios such
as:
• advertising to sales ratio,
• sales promotion to sales ratio
• sales force cost to sales ratios
NB: In order to confirm that we are not
overspending on marketing cost.
Financial analysis- We are going to evaluate our
project to make sure that it suitable for investment
through cost benefit analysis and budgets .
REFERENCING
• HAVARD STYLE ALSO INCLUDE IN TEXT

CITATION
• 12 FONT SIZE
• JUSTIFY NOT LEFT OR RIGHT ALIGNED
• 1.5 LINE SPACING
• MAX OF 12 LINES PER PARAGRAPH
• CLEARLY LABELLED DIAGRAMS
• TURNIT IN PLAUGERISM CHECK 18
PERCENT MAX

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THE MARKETING PLANNING

For you: :To inform

• Through strategic planning, the company decides what

Assesses major threats and

States the marketing objectives

• They should be capable of measurement,

1. SEGMENTATION is defined as the process of dividing a potential market into

selecting one or more specific groups to serve is called TARGETING.

3. Philip Kotler defines POSITIONING as the act of designing an offer so that it

Spells out how marketing strategies

• Details a supporting marketing budget that

Outlines the control that will be used to

• Market share analysis- we are going to

Market Expense to sales analysis- We are going to

• HAVARD STYLE ALSO INCLUDE IN TEXT

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