CREATE THE RIGHT MARKETING PLAN

With a clear view of what the SWOT matrix has provided, the Marketer can now develop the
appropriate marketing plan that will address the weaknesses and threats, and exploit the strengths
and opportunities for the brand in achieving longer market presence, and better profits. Or in
case of difficult operating periods, develop a sound survival strategy to weather the business
drought ahead.

Some marketing plans may call for any one or several of the aforementioned business actions.

To differenciate whether an advertising or sales promotion strategy shall be employed, the

following statement of objectives should be a guidepost:

ADVERTISING SALES PROMOTION

Generate, sustain, or enhance Generate, sustain, or enhance
awareness for the continued existence incrementa awareness at point-of-sale
or market entry action of the product or
brand

Generate, sustain, or enhance purchase Ensure or enhance a sustainable level

interest and desirability. of purchase action

Generate trial Ensure trial that leads to actual

purchase

Generate repeat purchase Ensure repeat purchase at the shortest

time frame

Create the products unique selling Increase Volume turnover at the trade
proposition in marketing level
communication terms

Create products persona in the mind of Generate or increase product or

the target market corporate goodwill with the community
or the trade

Support the creative and media Cushion the effects of weak selling
propositions of below-the-line activities periods
and actions
 Optimize during peak selling periods
the product;s demand potential

Reduce competitions business viability

Expand distribution channel coverage

Increase market share levels

Motivate by incentive the sales force to

sell more or the trade to buy more

After identifying the appropriate objectives that shall be part of the marketing plan, the
right strategies can be develop. We have provided a long list of traditional and non-
traditional promo acitivities and models to select from.

Many of the promo activities listed in this book are time tested and have proven
themselves repeatedly to deliver the desired business results.

The right marketing plan must have performance checkpoints or KPIs (Key Performance
Indicators) at predetermined time intervals so that the strategies therein can continuously
be reviewedfor their applicability, efficacy, and ability to achieve the period goals set for
the game plan to fulfil.
Performance goals are set for the period that strategy is going to be implemented and a second
goal statement will refer to the performace objective compared to the previous year record.

The right marketing plan need not be a thick document, particularly for FMCG products whose
market environment changes very quickly like an unpredictable weather disturbance. Sometimes,
an approved management plan can be obsolete at the first operating quarter alone due to the
competitive actions taking place. There can be a sudden change in the operating environment
that may present an ad hoc opportunity to do a different strategy application.

IMPLEMENT THE RIGHT MARKETING PLAN THAT HAS THE RIGHT

STRATEGIES DONE AT THE RIGHT TIME, PLACE, COST, AND LOGISTICS
SUPPORT

Timing is everything. Military battles fought at the right time and place won the war. The same
way can be said for the right marketing plan.

High-yield promotions activities require meticulous planning and sufficient funding support.
When ad hoc opportunities present themselves during a business period, new strategies are
rushed in to replace some of the pre-planned ideas.

When a well thought of and written BTL plan is implemented, its success will highly rely on
eight key points:

1. TEAM WORK BETWEEN THE MARKETING AND SALES DEPARTMENTS, THE

TRADE AND FIELD IMPLEMENTING TEAM
While the function of marketing rests on the marketing department viz the Marketer, the
marketing plan should be a document that is likewise accepted by the sales department since the
goals set by the marketing department require the sales departments support in achieving them.
Good teamwork between these two departments is crucial to achieve the desired success of any
marketing activity, particularly those done nationwide.
2. RIGHT PROGRAM IMPLEMENTATION WITH THE RIGHT SUPPORT.

The field implementing group must be composed of professionals with the right
experience to undertake the tasks required of a BTL activity so that the commercial success it
aims to achieve is attained. These individuals know exactly what manpower and logistical
resources to tap, how long it will actually take to accomplish the task checklist, and at what costs
it will to make it all happen. Implementation mistakes will happen- it always does. But the very
experienced field service group will be able to keep it at a minimum, or commit none at all.

THE RIGHT BUDGET SUPPORT for a good sales promotion program requires a clear
understanding of what the desired target outcome is all about.

THE ELEMENTS THAT MAKE A SUCCESSFUL CAMPAIGN

a.) Performance-based expenditure- marketing cost to generate one unit of sale either specific
to an activity or a series of activities that are associated to attaining the year-end business goal;
b.) Investment-based expenditure- upfront payment of an item or service that is useful in the
long term for the brand in ensuring its commercial viability in the marketplace.
c.) Competitive-based expenditure- the marketing budget is designed to approximately match
or exceed the brands most aggressive rival-usually the competitor that wants to challenge its
market leadership or erode its market share standing.
d.) Goodwill-based expenditure- are marketing funds spent or niche or mass-based activities
like sponsorships of charitable causes as these can relate to the brands target market (end
consumer) or trade group where the objective of commercial profit is not a business priority.
Goodwill in the marketing world is a priceless commodity.

There are two types of Marketers: the flexible and the rigid. Each has its own set of rule and
philosophies.

The Flexible marketer stands the higher chance of success in achieving the companys business
goals particularly if the brand or product operates in a very marketing-driven sales environment.
They treat the full-year marketing plan as a business framework that will allow for quick changes
for some of its strategic propositions.

The Rigidly set Marketer is a traditionalist and bureaucratic thinker- often reflecting on their
companys corporate culture.This type can be found in product categories that have
predictabilityin their marketing precepts.It takes this marketing type a while to react to sudden
marketplace changes.
At the onset, the proposed strategy should have a defined and substantiated minimum fund
requirement because of basic expenses as follows:

a.) Rented or contracted mass displays and/or indoor/outdoor advertising spaces at key accounts;
b.) Salaries of third-party agency service personnel- shelf refillers, promo-disers, product
demonstrators;
c.) Sales incentive program rewards;
d. ) Trade incentive program rewards;
e.) Customer loyalty program supports with selected key accounts or as it is done in-house
f.) Shop signs repairs and maintenance
g.) Local annual special events sponsorship funds.