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CHAPTER 4
Strategic Planning
Concepts for Marketing
Communications
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Copyright © 2009 Pearson Education Canada
Learning Objectives
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
Identify the distinctions and relationships
between the various types of planning

Describe the key variables that comprise a
corporate plan

Outline the organization and content of a
marketing plan and marketing
communications plan

Show how integrated marketing
communications plans provide solutions to
marketing problems
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Business Planning Process
Strategic business planning involves
making decisions about three variables:
Objectives
 What is to be accomplished
Strategies
 How objectives will be accomplished
Execution (tactics)
 Specific action plans or tactics based on strategy
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Strategic Planning
Process of determining objectives and
identifying strategies and tactics to help achieve
objectives.
Objectives: setting goals
Strategies: ways to achieve the goals
Tactics: specific action plans
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Strategic Planning Model
Corporate Plan
Marketing Plan
Marketing Communications Plan
Advertising Plan
Creative / Media Plan
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Marketing Plan
Considers such matters as
Marketing objectives, strategies, and tactics
Marketing mix (4 P’s)
Target-market characteristics
Control and evaluation mechanisms
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Strategic Planning
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The Corporate Plan
A mission statement is the foundation of
a corporate plan; it is a statement of the
organization’s purpose.
Corporate Objectives
Direction from mission statement
Corporate Strategies
How the objectives will be achieved.
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Corporate Strategies
Penetration
Acquisition
New Products
Strategic Alliances
Divesting
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Which corporate strategy?
Insert Figure 4.3
Visit the Kraft website and determine
which strategy Kraft has used to grow
their business.
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Marketing Planning
The major areas of marketing
responsibility:
Identifying & selecting target markets
Establishing marketing objectives, strategies &
tactics
Evaluating & controlling marketing activities
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Marketing Planning
Situation Analysis
SWOT Analysis
Marketing Plan
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Market Background - Situation
Analysis
Situation Analysis:
 External Influences
 Market Analysis
 Product Analysis
 Competitive Analysis
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SWOT Analysis
SWOT analysis examines the critical
factors that have an impact on the
nature or direction of a marketing
strategy.
Strengths
Weakness
Opportunities
Threats
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The Marketing Plan
Positioning Statement
Target-Market Profile
Marketing Objectives
Sales, Market Share, Profit, & Marketing
Communications
Marketing Strategies
Marketing Mix & Budget
Continued…
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The Marketing Plan (cont.)
Marketing Execution
Financial Summary and Budget Allocation
Marketing Control and Evaluation
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Communications Process in
an Advertising Context
Organizations and their agencies work
together to devise a message that is
transmitted by the media to a target
audience.
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Marketing Communications
Planning
When deciding what products to buy, a
consumer passes through a series of
behaviour stages, and marketing
communications can influence each
stage.
AIDA
Attention, Interest, Desire, Action
ACCA
Awareness, Comprehension, Conviction, Action
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The Marketing
Communications Plan
Similar to marketing planning, marketing
communications planning involves developing
objectives, strategies, and tactics.
Marketing Communications Objectives:
Awareness
Preference
Trail and repeat purchase
Alter image
Frequency and variety of use
Promotional incentives
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Sample Marketing
Communications Plan
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Marketing Communications
Strategies
Includes a positioning statement, identifies the
various elements of the marketing
communications mix that will be employed and
contains a budget for the plan.
Advertising
Direct Response
Online & Interactive
Sales Promotion
Events & Sponsorships
Public Relations
Personal Selling
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Decisions on
components to use
influenced by
Budget available
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Advertising Plan
Advertising Plan
Begins with a clearly worded list of objectives
that specifically outlines what the advertising will
achieve.
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Creative Plan
Creative Plan
 Articulate positioning strategy
 What to say and how to say it
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Media Plan
Media Plan
Which media to use
Best time to reach the target market
How often and which markets
What weight levels
Timing and length of campaign
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Other Marketing
Communications Mix Plans
All plans (if employed) must identify
objectives, strategies, and tactics, as
well as contain a budget.
Direct Response Plans
Online and Interactive Plans
Sales Promotion Plans
Event and Sponsorship Plans
Public Relations Plans
Personal Selling Plans
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