Marketing Planning & the Internet
Internet influence on planning processesInternet influence on implementation
Importance of Strategy To know where you’re going
Would you tell me, please, which way I ought to go from here? asked Alice.
That depends a good deal on where you want to get to, said the Cat.
I don’t much care where, said Alice. Then it doesn’t matter which way you go, said the Cat.
(Carroll, AAinW)
To not get there alone With others in the organization (Assume same objectives...)
Types of Planning Strategic planning
Firm-level thinking Overarching goal of long-run survival Relationship of firm to environment
Strategic marketing (==> strategic market plan) Product/market scope of a business Where, when and how to compete
Marketing management (==> marketing plan)
A Graphical Interpretation…
StrategicPlanning
StrategicMarketing
MarketingManage- ment
Central Role of Marketing Planning Two key objectives
Defining opportunities viz., “What should we do?”
Leveraging resources viz, “How should we do it?”
Goal of competitive advantage Profitable, Unique, Sustainable
Competitive Advantage and the Internet Defining opportunities (Planning)
Consumers Competition Conditions (environment, company)
Leveraging resources (Implementation) Content Channel Communication
The Internet Affects Planning
Motivation for planning
Processes for planning
Outcomes of planning Objectives Strategy structure
The Internet Affects Implementation Many strategic objectives Easier to classify business models
Product focus Brand image Product enhancement
Revenue focus Sales increase Other revenue…
Internet Business Models I Product focus
Image (brand building)http://disney.go.com/park/homepage/today/flash/index.html?clk=1004398
Incentive (cost benefits) http://www.beenz.com/us/home.ihtml
Improvement (neat extras)http://www.pg.com/docYourhome/docCrest/directory_map.html;$sessionid$GK1EIJAAAGCHNTCHEC1SQ1Q
Internet Business Models II Revenue focus
Traditional (consumer pays) Sales (marketer and consumer) Usage-based fees Content “rental” (subscription fees)
Less traditional (marketer pays) ABC’s (Alliances, banners, content sponsorship)
http://dir.yahoo.com/Business_and_Economy/Shopping_and_Services/Books/Booksellers/Arts_and_Crafts/
Commissions and click-through’s
Back to the Future
Defining opportunities Marketing research (next class)
Understanding consumers Understanding competitors Understanding conditions (internal and
external)