Transcript File
9e
Strategic Planning
Chapter 07
Wells Burnett Moriarty (8e, Ch 07)
Chapter Key Points
What are The Differences Between Objectives, Strategies, and Tactics in Strategic Planning, and How are The Three Levels Of Planning Connected?
How Is A Campaign Constructed, and What are Its Six Basic Sections?
What Is Account Planning and How It Is Used In Advertising? In What Ways Does an Integrated Marketing Communication (IMC) Plan Differ From an Advertising Plan? 2
Strategic Planning
Strategic Planning:
A
Process
of
Identifying Problems
That Can Be
Solved
With
Marketing Comm
..
Determines Long-Term Objectives; What You Want To Accomplish?
Strategic Planning:
Decides Medium-Term Strategies; How To Accomplish The Objectives?
Implements Short-Term Tactics; Which Make The Plan Come To Life? 3
Strategic Planning
Strategic Planning: 3-Tiered
Business Plan/BP
Followed By Divisions/SBUs BP Focus on Profit Maximization & ROI for the Entire Company BP Starts With Mission Statement That Supports The Broad Goals & Policies of SBU
Marketing Plan/MP
Helps Branding, Deals With Long-Terms Goals, Operate for a Few of Years MP Parallels the BP; Contains Many Common Objectives ,
Strategies
&
Tactics
Objectives of MP is To Increase Sales Volume, Market Share, Profit etc & Dealing With Mix (Ps) MP Deals With SWOT Analysis; External & Internal Situation Analysis MP Helps Deciding Target Market Brand Position Pricing Product Design & Performance Distribution & Services Marketing Communication
IMC/Advertising Plan
Alike
BP
&
MP
,
IMC Plan
Has Concern For
Objectives
,
Strategies
&
Tactics
It Focuses on
Comm
.
Objectives
,
Strategies
,
Tactics
,
Timing
,
Costs
&
Evaluation
Heart of IMC Plan is Audience Insight
,
Message
&
Medium
Plan
Matches Right Audience
To The
Right Message
Through
Right Medium
at The
Right Time
4
Typical Advertising/IMC/Campaign Plan
It Focus on Solving a Particular Comm.. Problem It Solves Message Problems That are Carried in Different Media & Trigger Different Targets
Typical Campaign Plan Outline
1) Situation Analysis
a) Background Research b) SWOT Analysis c) Key Comm. Problems To Be Solved
2) Key Strategic Campaign Decisions
a) Objectives b) Target Audience c) Brand Position: Features & Competitive Advantage d) Campaign Strategy: Key Strategic Approach & Communication Tools
3) Media Strategy
a) Media Objectives b) Media Selection c) Media Planning & Buying: I. Vehicle Selection II. Budget Allocation III. Scheduling
4) Message Strategy
a) Key Consumer Insight (Brand Relationship Insight in IMC) b) Message Objectives c) Selling Premise/Principle d) Big Idea e) Message Design & Executions
5) Other MarCom Tools Used in Support
a) Public Relations b) Direct Marketing c) Sales Promotion d) Personal Selling e) Merchandising, Packaging, Point-of-Purchase f) Integration Strategy (Maximize Synergy)
6) Campaign Management
a) Evaluation of Effectiveness b) Campaign Budget 5
What’s in a Campaign Plan? Cont’
Situation Analysis
Background Research
Research, Gather & Review Brand’s Current Market Situation Then Analyze The Findings of the Research Called Situation Analysis From Findings Identify The Problems That Need to Be Solved Through Comm.
SWOT Analysis
6
Campaign Plan Cont’
Situation Analysis
Cont’
SWOT Analysis
Strengths & Weakness:
Internal
Analysis Opportunity & Threat:
External
Environmental Analysis Opportunity: Identify & Develop Advantages Over Rivals Leverage Identified Opportunities in The Brand Communication Threat: Handle Carefully or You Will Be Erased; Rivals are the Common Threats Address The Threats Smartly or You Will Be Erase form the Market
Macro-Environment Forces:
Micro-Environment Forces:
7
Campaign Plan Cont’
Objectives
Goal is
What
The
Message
Must
Accomplish
During a Specified Time Period Objectives May Depends on
………………………………………………………………….
Perception Emotion Cognition Persuasion Association Behavior
Measurable Objectives
All Objectives Must Be
Benchmarked
Objectives Must Be……………... ……..
Specific Clear Measurable/Realistic Consistent Hierarchal Quantitative Easily Measurable Accomplish Within a Specific Time Frame
Targeting
Identify & Profile an Audience Get Inside The Targets To Find the Kinds of Messages Will Motivate Them Know The Characteristics, Attributes, Beliefs, Values & Experiences of Targets 8
Campaign Plan Cont’
Positioning
If Importance Changes, The Position Need To Be Adjusted Position Creates in Over Time Once Position is Established, Difficult To Change
Product Features & Attributes
1 st
Identify
&
Evaluate
Both Tangible & Intangible
Features
Then
Determine
Rivals Which Features Provide & Also is Important Advantage To Prospects Over
Differentiation & Competitive Advantage
Differentiation Helps Standing Up in a Crowded Market Undifferentiated/Parity Products: Difficult to Differentiate; Brand Image is Important; Milk Differentiated: Feature Analysis Can Helps Identifying Advantages Consider Factors To Take Market Advantages are………………….…..
Tell Product Has a Strong Feature Tell The Feature is Important To Target Hit Where The Competition Is Weaker 9
Campaign Plan Cont’
Positioning Cont’
Locating the Brand Position
Beside
Attributes
,
Also Position Through………..
Superiority
Preemptive
Value
Psychological
Benefit
Usage
Competitor’s Strategy
Category Factors
Repositioning
Is Your Mortgage Squeezing Your Wallet
?
Squeeze Back
!
Needed
When Current Positioning is Blur & Marketplace Has Changed
Coca-Cola
in US
Reposition
its “
Energy Drink”
Branded “
Mother Energy
”
Frutica’s
Positioning Strategy “
Pure
” is Already “
Blur
” Now Reposition Through
“ ………”
10
Campaign Plan Cont’
Brand Communication Strategy;
Use Following 2 Approaches
1) Hard-Sell
is Used To Persuade
2) Soft-Sell
Builds Brand Image; Touches The Emotions
Hard & Soft Sells
Both are
Affected
By
6 Facets
Model…...
Brand Identity: See/Hear Brand Personality & Liking: Feel Brand Position & Understanding: Think/Understand Brand Image: Connect Brand Promise & Preference: Believe Brand Loyalty: Act/Do 11
Campaign Plan Cont’
Campaign Strategies & Mgmt
Campaign Strategies Focus on Branding, Positioning, Category Dominance, Handling Rivals, Changing Perception on The Price, Share of Wallet, Launching/Extension, Deciding Spokesperson etc Say Strategies are Identified, Now Develop Budget & Evaluation Process for Implementation
Budgeting
5
Budgeting
Methods are……..….
Historical Method Objective-Task Method Percentage-of-Sales Method Competitive Budgets Affordable Method Evaluation: Determining Effectiveness Evaluation Determines The Effectiveness of The Campaign Evaluation Impossible Without Establishing Measurable Objectives Usually, Evaluation is a Research Proposal 12
Account Planning: What is it?
Account Planner/AP
AP is The Agency Person Who Researches Brand-Consumer Relationships AP Plans Message Strategies To Addresses Consumer Needs & Wants AP Develops Strategies Together With Client & Agency Determines the Kind of Message, to Which Customer May Respond
Doesn’t Design
the Creative Strategy: Creative Dep’t Does It
AP’s Mission is to Answer……………..
Who: Who are You Trying To Reach? What Insight Do You Have About How They Think, Feel & Act? How Should They Respond To Your Ad Message?
What: What Do You Say To Them? What Directions Come From The Consumer Research That Will Be Useful To The Creative Team?
Where: How & Where Will You Reach Them? What Directions Come From The Consumer Research That Will Be Useful To The Media Team?
13
Account Planning/AP: What is it? Cont’
The Research Foundation
AP Must Ensure That, His Researchers & Creative Teams is Working Closely AP Planners Use Various Research Tools To Do Consumer “Insight Mining
”
Consumer Insight: The Fuel of Big Ideas APs Go To Consumer Insight To Discover The Big Idea Through Pre-Written Questioner Success of the Big Idea Depends on Nature of Consumer’s Thinking; Mindsets, Moods, Motivations, Desires etc That Trigger Attitudes & Actions 14
Account Planning: What is it? Cont’
The Comm./Creative Brief;
Outcome of the Strategic Research It lights Up The Creative Team; Explains Acquired Consumer Insight & Decisions for Big Idea to Team
Creative Brief Outlines……………………..
Problem: What is the Problem That Comm. Can Solve? Target Audience: To Whom Do We Want To Speak? Consumer Insights: What Motivates The Target to Act?
Brand Imperatives: What are The Important Features? What’s The Point of Competitive Advantage? What’s The Brand’s Position Relative To Rivals? What is Its Essence, Personality & Image?
Comm. Objectives: What Do We Want Customers To Do in Response To The Messages?
The Proposition/Selling Idea: What Is The Single Thought That The Comm. Will Bring To Life?
Support: What Is The Reason To Believe The Proposition? Creative Direction: How Can You Best Stimulate Desired Response? How Can We Best Say It?
Media Imperatives: Where & When Should We Say It? 15
Planning For IMC Campaigns
IMC & Advertising Plans Both Follow the Same Basic Outline; As Ad is One of the Components of IMC Just IMC Plan Uses Variety of Tools
IMC Campaign Planning
Areas Where an IMC Plan Differs From an Ad Plan
Objectives
IMC
Objectives
are
Tied
With
Multiple Comm. Tools
These
Tools
Have
Different Strengths
&
Weaknesses
IMC Plan
Sets
Multiple Objectives
& Develops
Different Strategies
to Achieve Them
Public Relations
Consumer Sales Promotion
Trade Sales Promotion
Point-of-Purchase
Direct Marketing
Sponsorship & Events
Specialties
16
Planning For IMC Campaigns Cont’
IMC Campaign Planning Cont’ Areas Where an IMC Plan Differs From an Advertising Plan Cont’
Stakeholders
Stakeholders are the
Primary
Medium for
WOM
Contact Points/ Touch Points
Contact Points Helps
Retaining
&
Growing
Customer Base Also
Crucial
While
Dealing
With
Stakeholders
Synergy/Impact & Strategic Consistency
IMC Plan
Involves
Delivering Messages Through
Multiple Media
&
Different Contact Points
So the
Concern
Here is to
Create Consistent Messages
IMC
Planners
are
Continuously Looking
For
Ways
To
Strengthen
The
Synergy
of The Messages
Synergy
is Also
Important
For Marketers To
Maximize
The
Cost Efficiency
of The
Budgets
17