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 marketers desk.
ABOUT THE AUTHOR xiii
PREFACE xv
FOREWORD xvii
INTRODUCTION: THE "LACK-OF-EVIDENCE TRAP" 1
PART I: CHALLENGES TO THE MARKETING FUNCTION: IMPERATIVE FOR CHANGE
1 NEW CHALLENGES IN MARKETING 7
1.1 The challenge: One size doesn't fit all quality not quantity 7
1.2 The challenge: CRM From the buzzword to systematic customer management 11
1.3 The challenge: From the mass market to one-to-one 18
1.3.1 The goals and problems of individualization 18
1.3.2 One-to-one marketing 21
1.3.3 The challenge of mass customization From individualized marketing to individualized products 25
1.4 The challenge: The changed conditions of marketing strategy 29
1.5 The challenge: Marketing strategy follows corporate strategy ... or vice versa? 34
2 FOCUS ON THE CHIEF MARKETING OFFICER (CMO): A JOB DESCRIPTION 43
2.1 A young profession: A demanding specialized area with C-level caliber 43
2.2 The situation: The discrepancy between expectations and corporate reality 44
2.3 The greatest challenge for heads of marketing: Legitimacy and credibility among colleagues at the management level 45
2.4 The CMO's new image: Guarantor for "return on marketing" 46
3 PLANNING COMES FIRST ... 49
3.1 Results of the CMO marketing planning survey 49
3.2 "The paradox of the marketing function" and "the 10 hurdles of marketing planning" 55
PART II: THE PATH TO THE PLAN
4 SEVEN PHASES FOR DEVELOPING MARKETING STRATEGY AND SYSTEMATIC MARKETING PLANNING (SEVEN-PHASE MODEL) 59
5 PHASE 1: PLANNING THE PLANNING 65
6 PHASE 2: APPROACHES TO MARKETING BUDGET PLANNING 71
6.1 Heuristic budgeting approach: Pragmatic budget calculation 71
6.2 Analytical budgeting approach: Modeling using the advertising impact function 73
7 PHASE 3: STRATEGIC MARKETING PLANNING 75
7.1 Systematic Procedure for Strategy Development 75
7.2 Analysis of the Initial Strategic Situation 75
7.2.1 Market and Environmental Analysis 75
7.2.2 Competitive analysis: Between cost leadership and differentiation 102
7.2.3 Enterprise analysis: What's the status quo concerning customers, competitors, and the market as a whole? 104
7.3 Brand management: A brand is a brand 123
7.3.1 The advantages of systematic brand management 123
7.3.2 Brand strategy: How should the brand be positioned on the market? 125
7.3.3 Brand presence: Consistency on the market 133
7.3.4 Brand management on the Internet: Does the customer manage the brand ...? 137
7.4 Sales channel management: Defi ning and designing the sales channel 153
7.4.1 The sales channel: Where is the added value? 153
7.4.2 Managing the sales channel: Recruiting, power, and changes 160
7.4.3 The sales channel: Between cooperation, conflict, and competition 162
7.4.4 Sales channel management on the Internet: The end of the road for the trading partner? 164
7.5 Online marketing: Attractive offerings and pricing wanted 171
7.5.1 The development of a range of Web products and value-added services 171
7.5.2 Price management: Is the price becoming even more decisive? 173
7.6 Developing and evaluating marketing strategies 176
7.6.1 Developing the marketing strategy using key questions ... which basic questions need to be discussed? 176
7.6.2 Key questions about the marketing strategy 176
7.6.3 Selecting a marketing strategy 191
8 PHASE 4: PROGRAM STRATEGY 195
8.1 Decisions about the communication strategy and advertising message 195
8.2 The elements of program planning 204
9 PHASE 5: INTEGRATED MARKETING COMMUNICATION PLANNING (CAMPAIGN PLANNING) 211
9.1 From programs to campaigns: From content to implementation 211
9.2 Differentiation and standardization of campaign architectures 218
9.3 Using media: How can I reach the customer cost-efficiently? 223
9.4 Advertising effectiveness analysis: Test procedure made easy 226
10 PHASE 6: CAMPAIGN DEVELOPMENT AND EXECUTION 229
10.1 Selecting an agency: A systematic approach to fi nding the
most suitable agency 229
10.2 Good agency briefi ng: The key to success 233
11 PHASE 7: ANALYSIS AND REPORTING 235
11.1 Analysis and reporting: Figure-based planning and learning from success (or failure) 235
11.2 Analysis instruments for efficient planning and implementation 240
11.2.1 Cost accounting and profi tability analysis: Is it worth the effort? 240
11.2.2 Analysis using key fi gures: Less is more 242
11.2.3 Customer lifetime value management 242
11.3 Defining KPIs and controlling with the balanced scorecard 246
PART III: IMPLEMENTATION
12 IMPLEMENTING MARKETING PLANNING 253
12.1 Marketing organization in a state of fl ux 253
12.1.1 Organization and management: Getting the framework right 253
12.1.2 Coordination mechanism: Self-organization and chaos? 263
12.1.3 Procedural model for transforming marketing organization: Market excellence 265
12.2 Gathering and managing customer data (database marketing) 267
12.3 Planning and implementing marketing planning: The secret is in the system 274
12.3.1 CRM system: Requirements and basic structure 274
12.3.2 The need to align IT and marketing strategies 280
12.3.3 Developing an IT strategy 282
PART IV: OUTLOOK
13 MARKETING PLANNING 2.0 287
APPENDIX: WORKSHEETS FOR MARKETING PLANNING 289
A.1 Marketing program: Details (program book) 289
A.2 Agency briefing document (direct marketing example) 295
BIBLIOGRAPHY 303
ACKNOWLEDGMENTS 329
TABLE OF FIGURES 331
INDEX 337
