"TABLE
OF
CONTENTS
ON TARGET: THE BOOK
ON
MARKETING PLANS
How to develop and implement a successful marketing plan.
By:
Tim Berry
and
Doug Wilson
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I
ON TARGET: THE BOOK
ON
MARKETING PLANS
Palo Alto Software, Inc., First Edition, October, 2000
Publisher: Palo Alto Software, Inc. 144 E. 14th Ave. Eugene, OR 97401 USA Fax: (541) 683-6250 Email: info@paloalto.com Website: www.paloalto.com
Copyright © 2000 Tim Berry and Doug Wilson All rights reserved under International and Pan-American Copyright Conventions. All rights reserved. Reproduction of this work in whole or in part without written permission of the publisher is prohibited. Published in the United States by Palo Alto Software, Inc., Eugene, OR. Library of Congress Catalog Number: 00-108434 ISBN 0-9664891-3-6 Book layout by Teri A. Epperly and Steve Lange
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Acknowledgments
Thanks very much to Teri Epperly
Sample Business Plans This book includes three complete sample marketing plans.
• AMT is a computer store that is actually a composite of several computer reseller businesses that Tim Berry consulted with during the early 1990s. Franklin & Moore LLC is based on a marketing plan for a CPA firm Doug Wilson consulted with as they faced increased competition and further defined their areas of specialty. All4Sports is a nonprofit organization that offers a wide spectrum of sports programs for school-age children, after public school programs had been eliminated due to budget cuts. It is also based on a marketing plan written for one of Wilson’s clients.
and Steve Lange for putting up with us during this book’s journey through its different stages of development. ---Tim Berry
•
I am honored to be able to work with Tim Berry on this effort. His insight and enthusiasm made for an incredible experience. The work of Steve Lange and Teri Epperly enhanced it further. To Judy, Beth and Layne, thank you for all that you have given me and for tolerating my periodic confusion of priorities. You are more important to me than life itself. ---Doug Wilson
•
All were published using Marketing Plan Pro™, published by Palo Alto Software, Inc.
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ON TARGET: THE BOOK
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On Target book online!
The printing of this book organizes the original Web chapters into eight sections. This was done to create a similar look and feel with our online edition. The online edition is continually edited to bring the most up-to-date marketing and business planning information to our customers. Please visit our business resources website at:
http://www.bplans.com/targetonline/
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TABLE
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Table of Contents
Part 1: Introduction ......................................................... 1
The right tools will enable you to create a marketing plan that will effectively use your resources to attain your marketing goals and objectives. Chapter 1: About This Book ....................................................... 3
It's About the Plan ................................................................................................. 3 This Began as a Web Book .................................................................................. 4 About the Authors ................................................................................................. 4 The Essential Contents of a Marketing Plan ......................................................... 7 Marketing Plan Text Outline .................................................................................. 8 Text Outline Example ............................................................................................ 9 Essential Tables .................................................................................................. 10 Illustrate Numbers With Charts ........................................................................... 11 Bring it Together in a Printed Document ............................................................. 17
Chapter 2: Marketing Plans ....................................................... 7
Chapter 3: Glossary of Terms .................................................. 19
Part 2: Fundamentals .................................................... 39
Developing a marketing strategy with focus sets the foundation for your marketing plan. Chapter 4: Strategy is Focus ................................................... 41
Introduction to Marketing Strategy ...................................................................... 41 Your Value Proposition ........................................................................................ 42 Keys to Success .................................................................................................. 44 Your Competitive Edge ........................................................................................ 44 Focus on Market Needs from the Beginning ....................................................... 47 Start with Customer Needs ................................................................................. 49 Features and Benefits Statements ...................................................................... 49 More Art Than Science ....................................................................................... 55 Respect Your Own Educated Guess ................................................................... 56 Calculate Average Growth Rates ........................................................................ 58 Build on Past Data When You Can ..................................................................... 60 Graphics as Forecasting Tools ............................................................................ 61
Chapter 5: Focus on Customer Benefits ................................. 47
Chapter 6: Business Forecasting ............................................ 55
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Chapter 7: Market Research .................................................... 63
Primary Market Research ................................................................................... 64 Secondary Market Research ............................................................................... 64 Finding Information on Competitors .................................................................... 65 Where to Find Information on the Internet .......................................................... 65 Web Links for Fundamental Demographic Data ................................................. 67 Information from Trade and Industry Associations ............................................. 70 Information from Magazines and Publications .................................................... 71 Target Marketing is a Better Use of Resources .................................................. 75 Four Ways to Identify Target Markets ................................................................. 76 Focus on Benefits ............................................................................................... 76 The Target Market Profile .................................................................................... 77
Chapter 8: Target Marketing ................................................... 75
Part 3: Situation Analysis ............................................. 79
An accurate assessment of your market, your environment and your competitors will add reality and practicality to your marketing plan. Chapter 9: Market Analysis ..................................................... 81
Essential Market Analysis ................................................................................... 81 Know Your Customers ......................................................................................... 84 Web Links for Fundamental Data ....................................................................... 87 Developing Your SWOT Analysis ........................................................................ 89 A SWOT Example ............................................................................................... 90 Your Competitive Analysis ................................................................................... 93 Finding Information on Competitors .................................................................... 95 Website Links for Fundamental Data .................................................................. 95
Chapter 10: SWOT Analysis ..................................................... 89
Chapter 11: Competitive Analysis ........................................... 93
Part 4: Strategy ............................................................. 97
Establishing your product position will allow you to take your strategy from concept to implementation. Chapter 12: Positioning ........................................................... 99 Chapter 13: Strategy Pyramid ............................................... 107
Strategy Pyramid and Strategic Alignment ....................................................... 108 Product Positioning ............................................................................................. 99 Product Positioning Web Links ......................................................................... 101
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Chapter 14: Mission and Objectives ...................................... 111
Develop Your Mission Statement ...................................................................... 111 Mission Statement Websites ............................................................................. 112 Set Marketing Objectives .................................................................................. 113 Set Financial Objectives .................................................................................... 113 Segmentation is Strategic -- Divide to Conquer ................................................ 115 Segmentation Options -- You Make the Call ..................................................... 117 Segmentation Website Link .............................................................................. 120
Chapter 15: Segmentation ..................................................... 115
Part 5: Tactics ............................................................. 121
The tactical decisions you make should directly complement your marketing strategy in a manner that is practical and can be implemented. Chapter 16: Pricing ................................................................ 123
Understand Your Pricing Choices ..................................................................... 123 Pricing for Product Positioning .......................................................................... 124 Price Point Determination ................................................................................. 125 Pricing is Magic ................................................................................................. 126 Advertising Fundamentals ................................................................................. 129 Advertising Options ........................................................................................... 132 Advertising: Make or Buy? ................................................................................ 139 Dealing with an Advertising Agency .................................................................. 141 Public Relations Marketing ................................................................................ 143 Goals and Objectives ........................................................................................ 144 Assessing Resources ........................................................................................ 145 Example of PR Strategy .................................................................................... 146 The Role of the Champion ................................................................................ 147 The Control Factor ............................................................................................ 148
Chapter 17: Advertising ......................................................... 129
Chapter 18: Public Relations ................................................. 143
Chapter 19: Product Marketing ............................................. 149
The Offering Concept ........................................................................................ 149 What is a Product Brand? ................................................................................. 150 Product Manager ............................................................................................... 152 Packaging and Labeling .................................................................................... 153 Product Bundling ............................................................................................... 154 Adaptations for Global Marketing ...................................................................... 155
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Chapter 20: Direct Marketing ................................................ 157
What is Direct Marketing? ................................................................................. 157 Types of Direct Marketing ................................................................................. 158 Assessing the Criteria ....................................................................................... 161 Before You Begin, Decide How to Measure ...................................................... 162 Ethical Considerations and Responsibilities ...................................................... 164 Extending Your Reach ....................................................................................... 165 Channel Members Provide Value ...................................................................... 166 Channel Criteria ................................................................................................ 168 Channel Conflict ................................................................................................ 169 Channel Marketing - Roles and Functions ........................................................ 170
Chapter 21: Channel Marketing ............................................. 165
Part 6: Forecasting ...................................................... 171
The process of developing a sales forecast begins with gathering data, continues with making informed guesses, and then follows up by testing those guesses against reality. Chapter 22: Sales Forecast ................................................... 173
A Standard Sales Forecast ............................................................................... 173 Build on Past Data When you can .................................................................... 174 Units-Based Sales Forecast .............................................................................. 175 Projecting Cost of Sales .................................................................................... 176
Chapter 23: Market Forecast ................................................. 179
Market Forecast - Example ............................................................................... 179 How Do I Make a Market Forecast Estimate? ................................................... 182 Finding an Expert Forecast ............................................................................... 183 Estimating from Past Data ................................................................................ 184 Parallel Data ...................................................................................................... 186 The Idea Adoption Model .................................................................................. 187 The Diffusion Model .......................................................................................... 188 Product Life Cycle ............................................................................................. 194 Web Links for Market Data ............................................................................... 196 Your Budget is a Marketing Tactic ..................................................................... 197 A Simple Expense Budget ................................................................................ 198 Budgeting Approaches ...................................................................................... 199 Keep the Process in Perspective ...................................................................... 199 When You Don't Have Past Data to Compare .................................................. 200 Creativity is a Budget's Best Friend .................................................................. 200
Chapter 24: Expense Budget ................................................. 197
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Part 7: Make it Happen................................................ 201
The value of your marketing plan will be realized when its successful implementation produces your stated results. Chapter 25: Print and Publish ................................................ 203
Publishing is Management ................................................................................ 203 Final Edit ........................................................................................................... 203 Presentation ...................................................................................................... 204 Bring Together in Print....................................................................................... 204
Chapter 26: Keep it Alive ....................................................... 207
Start with the Right Plan .................................................................................... 207 Implementation Milestones................................................................................ 209 Regular Modifications and Corrections ............................................................. 210 Sales Forecast - Example ................................................................................. 210 Variance Analysis .............................................................................................. 212
Part 8: Appendices ...................................................... 217
The Appendices support the main text. They include three sample marketing plans, plus an Illustration List of graphics used in this book. Sample Plans .......................................................................... 219
All4Sports .......................................................................................................... 219 AMT ................................................................................................................... 259 Franklin & Moore LLC ....................................................................................... 207
Illustration List ....................................................................... 347 Index ....................................................................................... 351
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Part 1:
INTRODUCTION
Ch 1:
About This Book
Ch 2:
Marketing Plans
Ch 3:
Glossary of Terms
PAGE 1
ON TARGET: THE BOOK
ON
MARKETING PLANS
Introduction
The right tools will enable you to create a marketing plan that will effectively use your resources to attain your marketing goals and objectives.
PAGE 2
INTRODUCTION INTRODUCTION
CHAPTER 1:
ABOUT THIS BOOK
! 1 About This Book
Our goal is to give you what you need to develop a successful marketing plan.
2 Marketing Plans
It's About the Plan
So you're looking to develop a marketing plan.You might be a business owner or business manager. You might be a marketing expert, beginner, or pragmatic do-it-yourself person. Either way,..."
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