marketing plan and strategy suggestions

© Ozhan Kurkcu February 2015

Marketing Planand

Strategy Suggestions

Whatis

Marketing

?

MARKETINGis an

ARTof

STRATEGY

Marketing

Life Circle

Before starting to build a strategy

Collect all the information which is needed for marketing decisions.

HOW

?

1. Current Situation Analysis

3. Marketing Strategy

4. Action Plan

2. Marketing Objectives

Today’s Agenda

1. Current Situation Analysis

3. Marketing Strategy

4. Action Plan

2. Marketing Objectives

Today’s Agenda

1. Current Situation Analysis

Creat a vision

or

Analyze the company vision and find some head lines out.

Vision

1. Current Situation Analysis

You will frequently review your performance and analyse field data to identify challenges and set new targets for your operation, which you aim to meet and exceed.

Mission

the best in

the best in

the best in

the best in

To continually strive for the best in everything;

Find

The headlines

Out

1. Current Situation Analysis

Objective

To emerge as leaders in your industry through ongoing

development of your products, services, systems and the

overall quality of your operations.

a. Past – Sales Analysis

1. Current Situation Analysis

Strong period Week period

Daily Sales Volume / Turnover

Weekly Sales Volume / Turnover

Monthly Sales Volume / Turnover

Seasonal Sales Volume / Turnover

Yearly Sales Volume / Turnover

b. Current Market Analysis

In the market there should be;

- Need and demand

- Purchasing power

- Eagerness to buy

1. Current Situation Analysis

What is the need of

customerCurrent

Potantial

Future

Income segments – Age segments

Customer profiles

b. Current Market Analysis

In the market there are;

- Customers to be served

- The package of benefits to offer

- Competitors to get ahead of

- Capability to gain customers

1. Current Situation Analysis

b. Current Market Analysis

1. Current Situation Analysis

i. The total size of the market

ii. Legal obligations

iii. Geographic and demographic current market features

b. Current Market Analysis

i. The total size of the market

1. Current Situation Analysis

Annual, monthly, seasonal market size

Market growth rate

Competitors market shares

b. Current Market Analysis

ii. Legal obligations

1. Current Situation Analysis

b. Current Market Analysis

iii. Geographic and demographic current market features

1. Current Situation Analysis

Geographical and demographical distribution

Buyers ( Customers) perception of Fast Food Industry

Factors of influencing the choice of customers by geographic distribution

Analysis of sales as per location

Location based and product distributed sales analysis

c. Buyer ( Customer ) Analysis

i. The reasons of your current customers’ preferences

1. Current Situation Analysis

iv. Determine the your far future potential customers

ii. The reasons of competitors’ customers’ preferences

iii. Determine the your near future potential customers

v. The effects of promotion types on customer purchases

c. Buyers ( Customers ) Analysis

Buyer profiles...

1. Current Situation Analysis

Continuously searcher

Leading the company / products

Evaluating the alternatives

Want to know more about the company

c. Buyers ( Customers ) Analysis

New buyer profiles...

1. Current Situation Analysis

Active

Emotional

Sophisticated

Individual

Sarcastic

Fast

Demanding

Time bounded

c. Buyers ( Customers ) Analysis

Why don’t customers buy again ?

1. Current Situation Analysis

1% Company goes bankruptcy or leaves the industry

68% Company’s approach to customers

9% Customers have more competitive offer

8% Company transfers to another industry

14% Customer do not satisfied with products / services

68%

d. Seller ( Competitor ) Analysis

i. Current competitors and their market shares

1. Current Situation Analysis

iv. Competitors’ financial power

ii. Competitors’ marketing mix and marketing strategies

iii. Potential competitors and their market shares

v. Competitors’ reactions against competition

vi. Competitors’ sales operations

vii. Competitors’ SWOT analysis

e. What is the picture of London Fish and Chips in the market ?

i. Market share of you

1. Current Situation Analysis

ii. Marketing mix and marketing strategies of you

iii. Financial power of you

iv. Reactions of you against competition

v. Sales operations of you

vi. SWOT analysis of you

e. What is the picture of you in the market ?

1. Current Situation Analysis

1. Current Situation Analysis

3. Marketing Strategy

4. Action Plan

2. Marketing Objectives

Today’s Agenda

a. Long Term Objectives

i. Reach a total of 40 corporate-owned branches and 20 franchised branches in Saudi Arabia by the end of 2020.

2. Marketing Objectives

ii. Reach a total of 20 corporate-owned branches and 10 franchised branches in the United Arab Emirates by the end of 2020.

iii. Expand our Covent Garden UK branch and open 15 more outlets across London by the end of 2020.

iv. Launch operations in the USA by early 2020 with 10 units in operation there by 2025.

b. Short Term Objectives

i. Achieve the sales target of 2015

2. Marketing Objectives

b. Short Term Objectives

2. Marketing Objectives

ii. Positioning you in all areas as the most desirable player.

b. Short Term Objectives

2. Marketing Objectives

iii. Delivery at PROMISED time and quality.

b. Short Term Objectives

2. Marketing Objectives

iv. Promoting the products which ACCRETION VALUE is high.

b. Short Term Objectives

2. Marketing Objectives

v. 100% CUSTOMER SATISFACTION.

1. Current Situation Analysis

3. Marketing Strategy

4. Action Plan

2. Marketing Objectives

Today’s Agenda

3. Marketing Strategya. Market segmentation (1)

i. Geographical factorsii. Age groupsiii. Socio-economic classificationiv. Income levelv. Gendervi. Education levelvii. Occupationviii. Ethnic backgroundix. Customer complains and satisfaction

3. Marketing Strategya. Market segmentation (2)

i. Personality

ii. Attitudes

iii. Values

iv. Interests / Hobbies

v. Lifestyles

vi. Behavior

3. Marketing Strategyb. Defining the target market

iii. Demend analysis

iv. Projection of action results

i. Environmental analaysis of you

ii. Compatition analysis / SWOT

3. Marketing Strategyc. Developing the marketing mix

4P

3. Marketing Strategyc. Developing the marketing mix

7P

Marketingis a tactical

strategicGAME !!!

1. Current Situation Analysis

3. Marketing Strategy

4. Action Plan

2. Marketing Objectives

Today’s Agenda

b. Promotion and Advertising

4. Action Plan

a. Hidden Marketting Actions in Sales

d. Media plan for 2015

c. Public Relations and Social Responsibility

4. Action Plana. Hidden Marketting Actions in Sales

i. American servis papersii. Postersiii. Table coversiv. Menuv. Kids’ menu and toysvi. Other sales supporting instruments (napkin,

glasses,wet tishuse, etc.)vii. Product / Service presentationviii. Personnel / Staffix. Vouchers, loyalty cards etc.

4. Action Planb. Promotion and Advertising

i. Bilboards

ii. Newspapers

iii. Magazines

iv. Radyo

v. Television

vi. Leaflets

vii. Online Marketing

4. Action Planc. Public Relations and Social Responsibility

4. Action Plan«Special Dates» should be considered

i. National Days in every local market

ii. Religional Days

Etc.

© Ozhan Kurkcu February 2015

we can writethe success story

together...

«... I believe that the best parts of our story are yet to be written...»