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Marke&ng Class
1
MARKETING PLAN DIAH SASTRI
Management Philosophies
Production Concept Marketing Concept
Starting Point Product Market
Focus Product Quality and Features Customer needs
Means Improving production & distribution efficiency Integrated Marketing
Ends
Profits through sales
volume
Profits through customer satisfaction
Incorporating Your Marketing Strategy
SPECIFIC
MEASURABLE
ATTAINABLE
RELEVANT
TIMELY
Business Planning: Composing the Big Picture
Business Planning: Ongoing process of making decisions that guide the firm both in the short term and for the long haul
u Identifies/builds on firm’s strengths
u Helps managers make informed decisions
u Develops objectives before action is taken
[Hotel Name] Marketing Plan
2016
Marke&ng Class
2
CONTENTS:
Posi&oning & Branding
E-‐Marke&ng
Social Media marke&ng
Distribu&on strategy
General overview
SWOT Analysis
Product Strategy
Market overview & Target market
Pricing Strategy CSR
Market Summary
u Market: past, present, & future
u Review changes in market share, leadership, players, market shifts, costs, pricing, competition
Early Adopters/ Pioneers
Mass Market/ Followers
End of Life
Time
Number of
customers
u Target Market 2016 ?
SWOT Analysis
S WTO
Strengths Weaknesses
Opportunities Threats
3. Product Strategy
u Describe product/service being marketed
u Product packaging
u Discuss form-factor, pricing, look, strategy
4. Pricing Strategies
u Pricing u Summarize specific pricing
or pricing strategies u Compare to similar
products / service (competitor)
u Policies u Summarize policy relevant
to understanding key pricing issues
5 Positioning & Branding
u Hotel taglines
u Online & Offline reviews
u Hotel Awards & performances
u Facilities
u Synchronization in between
Marke&ng Class
3
Positioning Strategies
Positioning of product or service
u Statement that distinctly defines the product in its market and against its competition over time
Consumer promise u Statement summarizing
the benefit of the product or service to the consumer
Competition Analysis
u The competitive landscape u Provide an overview of
product competitors, their strengths and weaknesses
u Position each competitorʼ’s product against new product
A B
C D
Performance
Pric
e
6. Distribution Strategies
u Distribution strategy
u Channels of distribution u Summarize channels of distribution
u Distribution by channel u Show plan of what percent share of
distribution will be contributed by each channel -- a pie chart might be helpful
Communication Strategies (e marketing & sosmed strategies)
u Messaging by audience
u Target consumer demographics
Communication Strategies
u Launch plan
u If product is being announced
u Promotion budget
u Supply back-up material with detailed budget information for review
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Phase 1
Phase 2
Phase 3
Success Metrics
u First year goals
u Additional year goals
u Measures of success/failure
u Requirements for success
Marke&ng Class
4
Schedule
u 12 months schedule highlights
u Timing u Isolate timing dependencies critical to success
Jan Feb Mar Apr May Jun July Sep Oct Nov Dec
Task 2
Task 3
Task 4
Task 1
Milestone