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Campaign Planning 2014

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Campaign Planning 2014
The Marketing Plan
Assembles all pertinent facts about:

Marketing Communication planning, tools, creation

an organization its markets products and services customers competition

Specifies objectives, strategies and tactics

8-3
The Marketing Plan:
Top-Down

8-4
The Marketing Plan:
Bottom-Up

Situation Analysis
Corporate

Marketing Objectives

Marketing
Need-Satisfying
Target
Market
Sales-Target

Marketing Strategy

Marketing Strategy

Marketing Mix
Positioning

Marketing Tactics

Marketing Results

Marketing Tactics

Importance of Relations

Marketing Planning

Customers, not products, are focus Top-down Planning
Bottom-up Planning
IMC Planning

Keys to Building
Brand Equity

Consumers are the life blood of the company, NOT sales

Market relationships, not transactions IMC

Lost Customers are Hard to Re-acquire
Defensive Marketing is Cheaper than
Offensive Marketing
Repeat Purchasers Account for 90% of Sales
Current Consumers are most important
Share of Customer vs. Share of Market
Lifetime Customer Value (LCV)

Know that customer has choices Integrated Marketing Communications (IMC)
The process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to have a constructive encounter with the company/brand through a variety of media or other contacts.
Everyone the company encounters is important.
All encounters should be constructive.

The Integration Triangle

Basis of integration:

Say

Control

Planned messages Confirm

Do

Unplanned messages Product,
Service messages

Integrated communication:
A fully integrated campaign is a myth as a company can never fully control all the communication its audiences are exposed to.
(Brocharnd & Lendrevie, 2004)

Coordinating the controllable channels and messages Control over communication

Controllable communication adverising packaging SP
Direct marketing

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