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Marketing Planning, Second Edition, Takes You Step-By-Step Through the Process of Developing a Creative, Effective Marketing Plan for Any Product

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Marketing Planning, Second Edition, Takes You Step-By-Step Through the Process of Developing a Creative, Effective Marketing Plan for Any Product Essential Guide to Marketing Planning, second edition, takes you step-by-step through the process of developing a creative, effective marketing plan for any product. Packed with real-life examples, up-to-date marketing ideas and a detailed sample plan, Marian Burk Wood’s friendly no-nonsense WOOD approach offers practical guidance on how to research, prepare and present a great marketing plan. FeAtures • organising model of the planning process. A diagram at the start of each chapter shows your progress through the seven stages of the marketing planning process. TO GUIDE ESSENTIAL • Company examples. Every chapter opens with a timely example of marketing in action at a well- known organisation, giving you a feel for how planning is used in the working environment. • Practical exercises. ‘Apply your knowledge’ exercises challenge you to translate principles into practice by analysing a specific organisation’s marketing activities. ‘Build your own marketing plan’ exercises direct you through the main steps in preparing a strong, relevant marketing plan. • Case studies. Every chapter closes with a case study of a company facing challenges and opportunities in consumer or business marketing. Answering the case questions will reinforce your understanding of the concepts and strengthen your planning skills. • online resources available at www.pearsoned.co.uk/wood-mp include an instructor’s manual and PowerPoint slides for instructors, along with a glossary and weblinks for students. MARKETING PLANNING MARKETING neW to this edition • Coverage of the latest developments in marketing, including social media sites such as Twitter, YouTube and Facebook, mobile marketing, greenwashing and marketing metrics, ensure you are up to date with contemporary tools and trends. • New, longer examples within the chapters show you how manufacturers, retailers, service SECOND EDITION firms and other organisations actually apply the principles of marketing planning to achieve their objectives. PLANNING • New case studies from well-known companies including Net-a-Porter, Cadbury and Adidas help you understand key elements of the planning process. • Includes 17 checklists to guide you through the essential aspects of the planning process. About the Author MAriAn burk Wood, M.B.A., has held vice-presidential level positions in corporate and non-profit MARKETING marketing with Citibank, JP Morgan Chase and the National Retail Federation. She has extensive marketing experience, having developed and implemented dozens of marketing plans over the years. Her US book, The Marketing Plan Handbook, has been used by thousands of college and university students across North MARIAN BURK WOOD’S America. Visit her blog at: http://essentialmarketingplanning.blogspot.com/ EDITION SECOND SECOND ESSENTIAL GUIDE TO www.pearson-books.com CVR_BURK5763_02_SE_CVR.indd 1 27/4/10 13:52:39 Essential Guide to Marketing Planning Visit the Essential Guide to Marketing Planning second edition Companion Website at www.pearsoned.co.uk/wood-mp to find valuable student learning material including: • Weblinks to relevant, specific Internet resources to facilitate in-depth independent research. • An online glossary to explain key terms. We work with leading authors to develop the strongest educational materials in marketing, bringing cutting-edge thinking and best learning practice to a global market. Under a range of well-known imprints, including Financial Times Prentice Hall, we craft high quality print and electronic publications which help readers to understand and apply their content, whether studying or at work. To find out more about the complete range of our publishing please visit us on the World Wide Web at: www.pearsoned.co.uk Chapter 1: Introduction to marketing planning iii Marian Burk Wood Essential Guide to Marketing Planning Second edition Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk First published 2007 Second edition published 2010 © Pearson Education Limited 2007, 2010 The right of Marian Burk Wood to be identified as author of this work has been asserted by her in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. ISBN 978-0-273-72576-3 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Wood, Marian Burk. Essential guide to marketing planning / Marian Burk Wood. -- 2nd ed. p. cm. ISBN 978-0-273-72576-3 (pbk.) 1. Marketing--Planning. I. Title. HF5415.13.W656 2010 658.8’02--dc22 2010009679 10 9 8 7 6 5 4 3 2 1 14 13 12 11 10 Typeset in 10/12pt Palatino by 30 Printed and bound by Ashford Colour Press Ltd., Gosport Chapter 1: Introduction to marketing planning v Brief contents Full contents vii Preface xvii About the author xxi Acknowledgements xxii Chapter 1 Introduction to marketing planning today 1 Chapter 2 Analysing the current situation 26 Chapter 3 Analysing customers and markets 48 Chapter 4 Planning segmentation, targeting and positioning 70 Chapter 5 Planning direction, objectives and strategy 92 Chapter 6 Planning for products and brands 111 Chapter 7 Planning for pricing 136 Chapter 8 Planning for channels and logistics 158 Chapter 9 Planning for communications and influence 179 Chapter 10 Supporting the marketing mix 205 Chapter 11 Planning metrics and performance measurement 225 Chapter 12 Planning implementation and control 247 Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier 264 Glossary 286 Index 296 Full contents Preface xvii About the author xxi Acknowledgements xxii 1 Introduction to marketing planning today 1 Chapter preview 1 The role of marketing planning 2 The benefits of marketing planning 3 The dynamic marketing plan 3 Marketing in practice: Ocado 4 The marketing planning process 4 Stage 1: Analyse the current situation 5 Stage 2: Research and analyse markets and customers 6 Essential marketing plan checklist No. 1: Getting ready for situational analysis 7 Stage 3: Determine segmentation, targeting and positioning 8 Stage 4: Set marketing plan objectives and direction 8 Marketing in practice: Toyota 9 Stage 5: Plan marketing strategies, programmes and support 10 Product and branding 10 Price 10 Channel and logistics 11 Marketing in practice: Asda 11 Marketing communications and influence 12 Marketing in practice: Fox’s Biscuits 12 Marketing support 12 Stage 6: Plan to measure progress and performance 13 Stage 7: Implement, control and evaluate the plan 14 Documenting a marketing plan 14 Internal audit: the starting point for planning 16 Three levels of planning for strategy 16 Marketing and the mission statement 17 Essential marketing plan checklist No. 2: The mission statement 19 Chapter summary 20 viii Full contents Case study: Home Retail Group aims higher 21 Apply your knowledge 22 Build your own marketing plan 22 Endnotes 23 2 Analysing the current situation 26 Chapter preview 27 Environmental scanning and analysis 27 Internal audit: identifying strengths and weaknesses 29 External audit: identifying opportunities and threats 29 SWOT analysis 30 Marketing in practice: Ryanair 31 Analysing the internal environment 31 Organisational resources and capabilities 31 Marketing in practice: Reckitt Benckiser 32 Current offerings 33 Previous performance 33 Marketing in practice: Tesco 34 Business relationships 34 Key issues 35 Essential marketing plan checklist No. 3: The internal environment 35 Analysing the external environment 36 Political factors 37 Economic factors 38 Social–cultural factors 38 Marketing in practice: Social media 39 Technological factors 39 Legal factors 40 Ecological factors 40 Competitive factors 40 Marketing in practice: Sustainability reports 41 Essential marketing plan checklist No. 4: The external environment 42 Chapter summary 43 Case study: Carrefour plans to meet marketing challenges 44 Apply your knowledge 45 Build your own marketing plan 45 Endnotes 46 3 Analysing customers and markets 48 Chapter preview 49 Analysing consumer and business markets 49 Market definition 50 Marketing in practice: Virgin Atlantic 52 Full contents ix Market changes 53 Market share 53 Analysing customers in consumer markets 54 Marketing in practice: New Look 54 Characteristics and needs 55 Cultural elements 56 Marketing in practice: Teens, mobiles and marketing 56 Social connections 57 Personal elements 58 Essential marketing plan checklist No. 5: Analysing customers in consumer markets 59 Analysing customers in business markets 59 Characteristics and needs 60 Organisational and environmental considerations 61 Internal and external relationships 61 Essential marketing plan checklist No. 6: Analysing customers in business markets 63 Researching
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