marketing planning

1. Marketing Planning

2. def
 Marketing planning engages in itself in
shaping the future of a particular
business unit. Meeting competition,
protecting market share achieving profits
at the business unit level are its
concerns. The task here is to spot the
needs of various segments of consumers
in a given business, translate the needs
into suitable products & make the
required profits at the unit level.

3. Task Involved in
Marketing Planning
 Analyzing the marketing environment &
spotting the opportunities & threats.
 Internal appraisals
 Setting the marketing objectives of the
unit.
 Formulating the marketing strategy of the
unit
 Developing detailed marketing plans &
programmes
 Formulating the marketing budget

4. Analyzing the marketing
environment
 Favorable/ un favorable factors
prevailing/ emerging in the
environment
 Specific business opportunities
available to the business unit &
their relative attractiveness.

5. Internal appraisals
 Assessing strengths & weakness
of business unit
 Assessing the health & status of
product lines, products & brands
 Assessing the competitive
advantages available to the unit

6. Setting the marketing
objectives
 Cues taken from corporate
decision on SBUs
 Marketing objectives must be
specified in clear terms

7. Formulating Marketing
strategy
 Selecting the target market
 Positioning
 Assembling the marketing mix

8. Developing detailed
marketing plan&
programmes
 Product plan/ production plan
 Sales forecast/ sales plan
 Physical distribution plan
 Channel plan
 Advertising & sales promotion plan
 Sales force plan
 Sales organization plan