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The Marketing Plan - Block 1 (Objectives :bookmark_tabs: (SMART (Specific,…
The Marketing Plan - Block 1
Situation analysis
:computer:
Doing desk research & introduce social issue
Using models
SWOT
PEST
Implementation
Example
Might have insufficient funds to lower prices of vets for all pet owners.
Stakeholder analysis
Mendelow’s matrix
useful to explain how stakeholders can influence an organisation with determining their power and interest
Competitive analysis
Harm chain analysis
:red_flag:
Hoever that can cause harm to behaviour
Segmentation & targeting
:silhouettes:
How to target
Profile variebles
Demographic –age, gender, life cycle, family life cycle Socio-economic –social-class, geographic
Psychographic variebles
Lifestyle characteristics, attitudes & personality profiles that are associated with specific behaviour
2 options to target: compare & decide 1
Objectives
:bookmark_tabs:
SMART
Specific
Measurable
Achievable
Result-oriented
Time-bounded
Primary & Secondary objectives
Example
Decrease dog population by 30% in 12 months
Formulating
Marketing Mix :recycle:
Product
(toolkit, check ups)
Place
(where check ups)
Promotion
( advertisment -mord-of mouth)
Price
(voluntary, cost of time etc.)
Monitoring & evaluating
:
evaluating the implementation process
applying reseach to address concerns
Primary research :question:
interviews and questionnaires
Secondary research
after, to evaluate data collected from interviews and surveys but could also be used to evaluate the process. This should be collected within four months.