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14 Cards in this Set
- Front
- Back
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Marketing plan
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- Marketing plan = overall product/service
- Diagnoses the current market situation - Determine marketing obj., strategy, how obj. will be met, identifies the target audience, competitive strategies, implementation & evaluation tactics |
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What it does
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1 - Situation analysia
2 - marketing objectives 3 - marketing strategy 4 - target market analysis 5 - competitive strategies 6 - implementation tactics 7 - evaluation |
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situation analysis
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- looks at current marketing conditions
- possible effects on marketing efforts - factors in marketplace can affect outcome = do a SWOT analysis |
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marketing objectives
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from swot, find objectives
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marketing strategy
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steps to be taken to accomplish objectives
marketing mix (4Ps - product, price, promotion, place) |
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target market analysis
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demographics (personal attributes)
psychographics (personal attributes that affect lifestyle) geographics (lives & environment) behavioristic (why he buys) |
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5 types target audiences
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1 - new category users
2 - other brand loyals 3 - other brand switchers 4 - favourable brand switchers 5 - brand loyals |
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competitive strategies
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- know what others are doing
- knowing similarities/differences in products |
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implementation tactics
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identify schedule and date goals
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evaluation
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pre-action
post-action |
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CREATIVE STRATEGY
synopsis of the product/service and the target audience - describe the key features of the product/service - define overall benefits to audience |
MARKETING PLAN
should answer 'what's in it for me?' - identify a unique product (value) - specific target need - start a creative direction & action |
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Phase 1
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Research
Develop the marketing plan The creative statement Creative brief |
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Phase 2
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Determine theme, creative concept or big idea
Concept on strategy/target = the creative brief Prepare copy & layouts |
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Phase 3
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Adapting the creative approach: (identify IMC tool you want to use)
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