Marketing Planning by Design : Systematic Planning for Successful Marketing Strategy

by Strauss, Ralf

• ISBN13: 9780470721674
• ISBN10: 0470721677
• eBook ISBN(s): 9780470745618
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-02-09
• Publisher: Wiley

Summary

Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company.The reason for this lies in the lack of a plan for marketing planning.This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own 'plans for a marketing planning'.With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as: How to overcome existing hurdles of marketing planning and marketing strategy. How to set up a project for managing the marketing planning cycle. How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level. How to make marketing accountable in terms of performance measurement. How to implement an enhanced marketing planning in the organisation. How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT.This highly practical book is destined to be a must-have reference work on any marketer's desk.

Author Biography

Dr RALF E. STRAUSS has been the Chief Marketing Officer for SAP in Germany and Central Europe since 2003. And, from April 2008 he takes over global product management responsibility for all SAP CRM Marketing solutions, responsible for solution strategy, product vision and roadmap. SAP is the world's leading provider of business software, with more than 46,100 customers in more than 120 countries running SAP applications – from distinct solutions addressing the needs of small businesses and midsize companies to suite offerings for global organizations.

Table of Contents

About The Author	p. xiii
Preface	p. xv
Foreword	p. xvii
Introduction: The "Lack-Of-Evidence Trap"	p. 1
Challenges To The Marketing Function: Imperative For Change
New Challenges In Marketing	p. 7
The challenge: One size doesn't fit all - quality not quantity	p. 7
The challenge: CRM - From the buzzword to systematic customer management	p. 11
The challenge: From the mass market to one-to-one	p. 18
The goals and Problems of individualization	p. 18
One-to-one marketing	p. 21
The challenge of mass customization - From individualized marketing to individualized products	p. 25
The challenge: The changed conditions of marketing strategy	p. 29
The challenge: Marketing strategy follows corporate strategy...or vice versa?	p. 34
Focus On The Chief Marketing Officer (CMO): A Job Description	p. 43
A young profession: A demanding specialized area with C-level caliber	p. 43
The situation: The discrepancy between expectations and corporate reality	p. 44
The greatest challenge for heads of marketing: Legitimacy and credibility among colleagues at the management level	p. 45
The CMO's new image: Guarantor for "return on marketing"	p. 46
Planning Comes First...	p. 49
Results of the CMO marketing planning survey	p. 49
"The paradox of the marketing function" and "the 10 hurdles of marketing planning"	p. 55
The Path To The Plan
Seven Phases For Developing Marketing Strategy And Systematic Marketing Planning (Seven-Phase Model)	p. 59
Phase 1: Planning The Planning	p. 65
Phase 2: Approaches To Marketing Budget Planning	p. 71
Heuristic budgeting approach: Pragmatic budget calculation	p. 71
Analytical budgeting approach: Modeling using the advertising impact function	p. 73
Phase 3: Strategic Marketing Planning	p. 75
Systematic Procedure for Strategy Development	p. 75
Analysis of the Initial Strategic Situation	p. 75
Market and Environmental Analysis	p. 75
Competitive analysis: Between cost leadership and differentiation	p. 102
Enterprise analysis: What's the status quo concerning customers, competitors, and the market as a whole?	p. 104
Brand management: A brand is a brand	p. 123
The advantages of systematic brand management	p. 123
Brand strategy: How should the brand be positioned on the market?	p. 125
Brand presence: Consistency on the market	p. 133
Brand management on the Internet: Does the Customer manage the brand...?	p. 137
Sales channel management: Defining and designing the sales channel	p. 153
The sales channel: Where is the added value?	p. 153
Managing the sales channel: Recruiting, power, and changes	p. 160
The sales channel: Between cooperation, conflict, and competition	p. 162
Sales channel management on the Internet: The end of the road for the trading partner?	p. 164
Online marketing: Attractive offerings and pricing wanted	p. 171
The development of a range of Web products and value-added services	p. 171
Price management: Is the price becoming even more decisive?	p. 173
Developing and evaluating marketing strategies	p. 176
Developing the marketing strategy using key questions...which basic questions need to be discussed?	p. 176
Key questions about the marketing strategy	p. 176
Selecting a marketing strategy	p. 191
Phase 4: Program Strategy	p. 195
Decisions about the communication strategy and advertising message	p. 195
The elements of program planning	p. 204
Phase 5: Integrated Marketing Communication Planning (Campaign Planning)	p. 211
From programs to campaigns: From content to implementation	p. 211
Differentiation and standardization of campaign architectures	p. 218
Using media: How can I reach the customer cost-efficiently?	p. 223
Advertising effectiveness analysis: Test procedure made easy	p. 226
Phase 6: Campaign Development And Execution	p. 229
Selecting an agency: A systematic approach to finding the most suitable agency	p. 229
Good agency briefing: The key to success	p. 233
Phase 7: Analysis And Reporting	p. 235
Analysis and reporting: Figure-based planning and learning from success (or failure)	p. 235
Analysis instruments for efficient planning and implementation	p. 240
Cost accounting and profitability analysis: Is it worth the effort?	p. 240
Analysis using key figures: Less is more	p. 242
Customer lifetime value management	p. 242
Defining KPIs and controlling with the balanced scorecard	p. 246
Implementation
Implementing Marketing Planning	p. 253
Marketing organization in a state of flux	p. 253
Organization and management: Getting the framework right	p. 253
Coordination mechanism: Self-organization and chaos?	p. 263
Procedural model for transforming market&ibreve;ng organization: Market excellence	p. 265
Gathering and managing customer data (database marketing)	p. 267
Planning and implementing marketing planning: The secret is in the system	p. 274
CRM system: Requirements and basic structure	p. 274
The need to align IT and marketing strategies	p. 280
Developing an IT strategy	p. 282
Outlook
Marketing Planning 2.0	p. 287
Appendix: Worksheets For Marketing Planning	p. 289
Marketing program: Details (program book)	p. 289
Agency briefing document (direct marketing example)	p. 295
Bibliography	p. 303
Acknowledgments	p. 329
Table Of Figures	p. 331
Index	p. 337
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