Successful Marketing Plan : A Disciplined and Comprehensive Approach

by Hiebing, Roman G.

• ISBN13: 9780071395212
• ISBN10: 0071395210
• Edition: 3rd
• Format: Paperback
• Copyright: 2003-05-23
• Publisher: McGraw-Hill

Summary

This new edition ofThe Successful Marketing Plandetails an easy-to-follow and completely updated methodology for creating a results-focused, customer-driven marketing plan. Internet marketing issues and challenges receive much greater attention, including an entirely new chapter as well as seamless integration throughout the text.

Author Biography

Roman G. Hiebing Jr. is CEO of The Hiebing Group, a full-service advertising, marketing, and public relations agency whose clients include or have included Nestlé, Kimberly Clark, McDonald's, Orkin, Swiss Colony, and others. Hiebing also teaches advertising and marketing at the University of Wisconsin.

Scott W. Cooper is the senior vice president of marketing and branding for Brown Shoe Company, a $1.76 billion footwear company whose divisions include the 930-store Famous Footwear chain and other leading brands such as Naturalizer, Buster Brown, Life Stride, Dr. Scholl's, and many more. Cooper is the former president of The Hiebing Group.

Table of Contents

Foreword	p. xvii
Preface	p. xix
Introduction	p. xxiii
What the Reader Can Expect	p. xxiii
Disciplined Marketing Planning	p. xxiv
The Ten Steps to Disciplined Marketing Planning	p. xxvii
Business Review	p. xxvii
Problems and Opportunities	p. xxvii
Sales Objectives	p. xxviii
Target Markets and Marketing Objective	p. xxviii
Plan Strategies	p. xxviii
Communication Goals	p. xxviii
Tactical Marketing Mix Tools	p. xxix
Budget, Payback Analysis, and Calendar	p. xxx
Execution	p. xxx
Evaluation	p. xxx
How to Use This Book in Your Marketing Planning	p. xxxi
Adapt the Process to Fit Your Business	p. xxxi
Strive to Fill Data Voids	p. xxxi
Keep Track of Your Ideas	p. xxxi
Apply the Material to Your Own Marketing Situation	p. xxxii
Use Idea Starters	p. xxxii
Allow Sufficient Time to Prepare and Modify Your Plan	p. xxxii
Marketing Background
The Business Review	p. 3
Overview	p. 3
Why Market Information Is Important	p. 4
Primary Elements of the Business Review	p. 5
Preparing the Business Review	p. 7
Conducting Research	p. 13
How to Prepare a Business Review	p. 23
Overview	p. 23
Scope	p. 24
Product and Market Review	p. 27
Target Market Effectors	p. 58
Business Review Writing Style	p. 88
Dos and Don'ts	p. 89
Problems and Opportunities	p. 91
Overview	p. 91
How to Write Actionable Problems and Opportunities	p. 93
Dos and Don'ts	p. 95
Marketing Plan
Sales Objectives	p. 99
Overview	p. 99
How to Set Sales Objectives	p. 104
Dos and Don'ts	p. 112
Target Markets and Marketing Objectives	p. 115
Overview	p. 116
Target Segmentation Methodology	p. 121
Business-to-Business Target Market Segmentation	p. 130
How to Write Target Market Descriptors	p. 132
Locking the Sales, Target Market, and Marketing Objectives Together	p. 132
How to Develop Your Marketing Objectives	p. 136
Dos and Don'ts	p. 140
Brand Positioning	p. 143
Overview	p. 144
How to Develop Your Own Positioning	p. 147
Positioning by Matching	p. 148
Positioning by Mapping	p. 154
Positioning by Emotional Relationship	p. 161
How to Build an Emotional Relationship with the Consumer	p. 165
Prepare a Positioning Strategy	p. 166
Select a Positioning Execution	p. 167
Dos and Don'ts	p. 172
Marketing Strategies	p. 175
Overview	p. 175
Alternative Strategies for Consideration	p. 176
How to Develop Your Marketing Strategies	p. 190
Dos and Don'ts	p. 191
Communication Goals	p. 193
Overview	p. 194
Communication Goals Application	p. 199
Communication Control Challenges and Inherent Problems Regarding the Communication Value Method	p. 208
Dos and Don'ts	p. 210
Product/Naming/Packaging	p. 213
Product Overview	p. 214
How to Develop a New Product Plan	p. 217
Why So Many New Products Fail	p. 218
Dos and Don'ts	p. 218
Naming Overview	p. 219
Dos and Don'ts	p. 225
Packaging Overview	p. 226
Reasons for Changing Your Packaging	p. 229
Developing a Packaging Plan	p. 230
Dos and Don'ts	p. 231
Pricing	p. 233
Overview	p. 233
How to Develop a Pricing Plan	p. 240
Dos and Don'ts	p. 244
Distribution	p. 247
Overview	p. 247
How to Develop a Distribution Plan	p. 251
Dos and Don'ts	p. 253
Personal Selling/Service	p. 255
Overview	p. 255
How to Develop a Personal Selling/Service Plan	p. 258
Dos and Don'ts	p. 261
Promotion/Events	p. 263
Overview	p. 264
Establishing Short-Term Promotion Sales Objectives	p. 266
How to Develop Your Promotion Objectives	p. 266
Promotion Strategy and Execution Considerations	p. 268
How to Develop Promotion Strategies and Programs	p. 271
How to Approach Event Marketing	p. 277
Dos and Don'ts	p. 281
Appendix of Promotion Vehicles	p. 283
Advertising Message	p. 291
Overview	p. 292
The Disciplined Process for Creating Your Advertising Message	p. 292
Helpful Hints	p. 304
Dos and Don'ts	p. 306
Advertising Media	p. 309
Overview	p. 310
Disciplined Approach to Media Planning	p. 310
Dos and Don'ts	p. 335
Appendix of Evolving Personal Media	p. 337
Internet Media	p. 341
Overview	p. 342
Market-Led Approach	p. 342
The Process	p. 345
Establish Internet Objectives	p. 346
Considerations	p. 353
Dos and Don'ts	p. 354
Merchandising	p. 357
Overview	p. 358
How to Develop a Merchandising Plan	p. 359
Dos and Don'ts	p. 360
Public Relations	p. 363
Overview	p. 364
Public Relations as Part of Your Marketing Mix	p. 366
Specialized Areas of Public Relations	p. 367
How to Develop a Media Relations Program	p. 369
Executing Your Media Relations Plan	p. 379
Measuring and Evaluating Media Relations	p. 383
Dos and Don'ts	p. 384
Marketing Budget, Payback Analysis, and Marketing Calendar	p. 387
Budgeting Overview	p. 388
How to Develop Your Budget	p. 388
Using a Combination of the Three Tasks to Finalize Your Budget	p. 389
How to Develop Your Budget Format	p. 390
Payback Analysis Overview	p. 390
Marketing Calendar Overview	p. 394
Dos and Don'ts	p. 396
Execution
Plan Execution	p. 399
Overview	p. 399
Key Steps to Successful Execution	p. 400
Dos and Don'ts	p. 404
Evaluation
Plan Evaluation	p. 409
Overview	p. 409
How to Structure the Sales Evaluation Process	p. 412
Dos and Don'ts	p. 413
Marketing Research and Testing (R&T)	p. 417
Overview	p. 418
Examples of How to Develop Testing Programs	p. 420
Dos and Don'ts	p. 423
Idea Starters by Marketing Situation	p. 425
Worksheets for the Marketing Background	p. 443
Worksheets and Formats for the Marketing Plan	p. 485
Index	p. 537
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