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Strategic Marketing Planning Process - Coggle Diagram
Strategic Marketing Planning Process
1) Describe the plan background, purpose, and focus
Identified the social issues that need to be address
2) Conduct a situation analysis
Analyse the factors and forces in the external and internal (SWOT)
3) Select the target markets
Characteristics; demographic,geographics,behaviour, psycho-graphics,size of markets
3 steps process market-segmentations
Segmenting the market
Evaluating segments based on set of criteria
Choose the segment
4) Set of objectives and goals
Behaviour subjectives - something that we want to influence target market to do
Knowledge objectives - information or facts the market should be aware
Belief objectives - relate to feelings and attitudes
The obejctives should be specific, measurable, attainable, and time sensitive (SMART)
5) Identifiy the competition and target markets barriers and motivators
What target markets prefers and currently doing, what is the barriers or perceived barriers as well as what would motivate target to buy it
6) Craft a desired positioning
How the organisations want the target audiences to see the behaviour that org. Want them to buy
Branding strategy
Positioning statement and brand identity will guide the development of strstegic marketing mix
7) Develop a strategic marketing mix 4P’s
Product - core productd,actual product,augmented product
Price - monetary and non-monetary
Place - delivery system or distribution channels
Promotion - key messages, messengers,communication channels
8) Outline a plan for monitoring and evaluation
Output measures - campaign activities
Outcome measures - target market responses and changes in knowledge, belief and behaviour
Impact measures - contributions to the plan purpose
9) Establish budgets and find funding sources
Available funding and potential third party org.
10) Complete an implementation plan
WHO, WHAT, WHEN, HOW
“The real marketing plan”