comple(ng!the!marke(ng!plan!...critical success factors competitor a competitor b competitor c score...
TRANSCRIPT
![Page 1: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/1.jpg)
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Comple(ng the Marke(ng Plan
(Just follow the steps in the separate commentary to complete the
sec(ons in red)
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Comple(ng the Marke(ng Plan
The key sec)ons:
• Audit
• SWOT
• Strategic Plan
• Opera(onal Plan
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Audit
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External Environment
• Factor 1
• Factor 2
• Etc.
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Market Environment
0
20
40
60
80
100
120
140
160
2011 2012 2013 2014 F/c 2014 Act 2015 F/c YTD14 YTD15 F/c YTD15 Act
Series1
![Page 6: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/6.jpg)
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Compe((ve Environment
• Broad compe((ve environment
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Compe((ve Environment
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 YTD 2014 YTD 2015
50% 52% 54% 54% 54% 55%
25% 23% 20% 16% 18% 15%
20% 22% 23% 26% 24% 27%
5% 3% 3% 4% 4% 3%
Others
Brand C
Brand B
Brand A
![Page 8: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/8.jpg)
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Compe((ve Environment
• Compe(tor 1
• Compe(tor 2
• Compe(tor 3
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The Consumer/The Customer • Who buys?
• What do they buy?
• Where and when?
• How do they buy?
• Why do they buy? (In par(cular, what is the decision-‐making process?)
![Page 10: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/10.jpg)
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Revenue & Margin
2012 Index 2013 Index 2014 F/c
Index 2014 Act
Index 2015 F/c
Index
Sales value
Market share
Variable costs
Gross margin
GM %
Marke(ng costs
% of sales
Marke(ng contribu(on (GM less marke(ng)
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Sales
• Analysis of sales of brand by key product, key customer, geography, etc.
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Brand
• Analysis of brand achievement against key metrics, including:
– Awareness (e.g. total brand awareness, unprompted brand
awareness, TOM (top of mind), aware and not tried)
– Usage (trial, current users, most oben users)
– Key 3 top associated benefits and evolu(on
– Loyalty segmenta(on evolu(on
![Page 13: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/13.jpg)
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Product/Service
• Analysis of consumer-‐desired afributes and ranges
• Analysis of key afributes vs. key compe((on
• Any edge/weakness in product vs. compe((on?
![Page 14: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/14.jpg)
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Pricing
• Analysis of pricing evolu(on by key category vs. compe((on
• Analysis of whether there is value or perceived value by consumers
• Rela(onship between pricing and brand posi(oning
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Adver(sing: Crea(ve
• Assessment of the adver(sing aired in previous year
• Assessment of copy development against crea(ve strategy
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• Show media plan for previous year, in terms of spend, GRPs and copy used. Analyse achievement against plan
• Analysis of media plan, including Share of Voice and Share of Spend, and correla(on with business results (share, tracker data, sales…)
Adver(sing: Media
![Page 17: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/17.jpg)
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2012 2013 2014
Unprompted brand awareness 49% 68% 87%
‘Would consider visi(ng’ 30% 56% 76%
‘Has a good range of products’ 12% 25% 41%
‘Has the best experience’ 9% 18% 22%
Annual brand penetra(on 21% 33% 40%
Brand share (value) 14% 25% 30%
‘Always visit’ 8% 11% 14%
(example) Adver(sing: Evalua(on
![Page 18: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/18.jpg)
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Digital
• Analyse the effec(veness of digital ac(vi(es, such as social media, online adver(sing, website, email, etc.
![Page 19: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/19.jpg)
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• Analyse the effec(veness of other communica(ons tools such as digital media, direct marke(ng, PR and sponsorship
Other Communica(ons
![Page 20: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/20.jpg)
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Distribu(on
• Analysis of brand distribu(on by channel, key customer, geography, etc.
• Stocking levels
• Assessment of in-‐store environment vs. compe((on
• Assessment of pos materials
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Key Learning & Insights
• Learning/Insight 1
• Learning/Insight 2
• Etc.
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SWOT
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Opportunities Score (out of 10) Timescale for Achievement Actionability Potential Total 2015 2016 2017
1
2
3
4
5
6
7
8
9
10
Name of market segment
SWOT Analysis Opportuni;es
Development of new service offering (defined) 7 6 13 X
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Score (out of 10) 2015 2016 2017
1
2
3
4
5
6
7
8
9
10
Threats
Name of market segment
SWOT Analysis Threats
Brand ‘Z’ entering the market 3 5 7
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Weighting Factor Your brand
1
2
3
4
5
6
7
8
9
10
Name of market segment Critical success factors Competitor A Competitor B Competitor C
Score out of 10 and multiply by weight
100 Total weighted score: (Adapted from Malcolm McDonald)
SWOT Analysis Strengths & Weaknesses
Percep(on of range breadth 8 5/40 7/56 4/32
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Opportuni;es
SWOT Analysis
• Opportunity 1
• Opportunity 2, etc.
![Page 27: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/27.jpg)
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Issues
SWOT Analysis
• Issue 1
• Issue 2, etc.
![Page 28: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/28.jpg)
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Strategic Plan
![Page 29: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/29.jpg)
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Mission & Corporate Objec(ves • Mission
• Vision
• Corporate Objec(ves
![Page 30: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/30.jpg)
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Market Forecast Total Market
0
20
40
60
80
100
120
140
160
180
200
2011 2012 2013 2014 2015 F/c 2016 F/c 2017 F/c 2018 F/c
Series1
![Page 31: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/31.jpg)
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Market Forecast Brand Share
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2011 2012 2013 2014 2015 F/c 2016 F/c 2017 F/c 2018 F/c
50% 52% 54% 54% 55% 55% 56% 58%
25% 23% 20% 16% 15% 15% 13% 10%
20% 22% 23% 26% 25% 27% 27% 28%
5% 3% 3% 4% 5% 3% 4% 4%
Others
Brand C
Brand B
Brand A
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Assump(ons
• Assump(on 1
• Assump(on 2, etc.
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Marke(ng Objec(ves
• Objec(ve 1
• Objec(ve 2, etc.
![Page 34: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/34.jpg)
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Brand Strategy: Market Segmenta;on
Marke(ng Strategy
• Segment 1
• Segment 2, etc.
![Page 35: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/35.jpg)
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Brand Strategy: Posi;oning
Marke(ng Strategy
![Page 36: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/36.jpg)
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Marke(ng Strategy
• Ini(a(ve 1
• Ini(a(ve 2, etc.
Key Ini;a;ves
![Page 37: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/37.jpg)
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Marke(ng Strategy
• Objec(ve(s)
• Strategy
Product/Service
![Page 38: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/38.jpg)
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Pricing
Marke(ng Strategy
• Objec(ve(s)
• Strategy
![Page 39: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/39.jpg)
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Adver;sing: Crea;ve
Marke(ng Strategy
• Objec(ve(s)
• Strategy
![Page 40: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/40.jpg)
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Adver;sing: Media
Marke(ng Strategy
• Objec(ve(s)
• Strategy
![Page 41: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/41.jpg)
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Digital
Marke(ng Strategy
• Objec(ve(s)
• Strategy
![Page 42: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/42.jpg)
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Other Communica;ons
Marke(ng Strategy
• Objec(ve(s)
• Strategy
![Page 43: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/43.jpg)
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Distribu;on/In-‐store
Marke(ng Strategy
• Objec(ve(s)
• Strategy
![Page 44: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/44.jpg)
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Financial Forecast
2011 2012 2013 2014 F/c
2015 F/c
2016 F/c
2017 F/c
Sales value
Market share
Variable costs
Gross margin
GM %
Marke(ng costs
% of sales
Marke(ng contribu(on (GM less marke(ng)
![Page 45: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/45.jpg)
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Marke(ng Budget 2011 2012 2013
2014 F/c
2015 F/c
2016 F/c
2017 F/c
Adver(sing media: TV
Adver(sing media: other
Adver(sing produc(on
Adver(sing agency fees
Total adver(sing
Digital
Other communica(on
Market research
Other
TOTAL
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Opera;onal Plan
![Page 47: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/47.jpg)
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Product/Service • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
![Page 48: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/48.jpg)
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Pricing • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
![Page 49: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/49.jpg)
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Adver(sing: Crea(ve • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
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Adver(sing: Media • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
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Digital • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
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Other Communica(ons • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
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Distribu(on • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
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Other Marke(ng Ac(vity • Objec(ve(s)
• Detailed Plan – Descrip(on – Ra(onale (which objec(ve served; analysis of outcome) – Timescale – Detailed execu(on – Resources needed (human and material) – Cost – Approval (ming – Evalua(on
![Page 55: Comple(ng!the!Marke(ng!Plan!...Critical success factors Competitor A Competitor B Competitor C Score out of 10 and multiply by weight Total weighted score: 100 (Adapted from Malcolm](https://reader034.vdocuments.net/reader034/viewer/2022051310/6003ba8d15990c00204e1294/html5/thumbnails/55.jpg)
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Ac(vity Matrix Marke;ng Objec;ves Strategy Ac;vity Outcome
To achieve a 35% share of the (defined) market
by year end
Adver(sing (Details of planned ac(vity)
(How objec(ve is fulfilled)
Promo(ons
To achieve a minimum 15% marke(ng
contribu(on over the 12 month period
Pricing
Adver(sing
Etc. Etc.
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TV ad. TV ad.
Radio
Print Print Print
A
D
C
B
E
F
G
H
Other Promotional
Activities
Media
Timetable
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec T Spen d MEDIA TV (£ ’ 000) Strategic copy 1,200 800 800 2,800 Tac(cal copy 800 800 1,600 TOTAL TV 1,200 800 800 800 800 4,400 Other Offline Media Radio 100 100 Print 200 200 200 200 800 TOTAL Others 200 0 0 200 0 0 300 0 0 200 0 0 900 TOTAL Media (with Agency Commission) 1,400 800 800 200 0 0 300 0 0 1,000 800 0 5,300 Digital SEO/PPC 50 50 50 50 50 50 50 50 50 50 50 50 600 Other Digital Adver(sing 50 50 50 50 50 50 50 50 50 50 50 50 600 Social Media 50 50 50 50 50 50 50 50 50 50 50 50 600 Content Crea(on & Management 50 50 50 50 50 50 50 50 50 50 50 50 600 Email 100 100 100 300 Website Maintenance and Update 40 40 40 100 100 40 40 40 40 40 40 40 600 Other Digital 100 100 100 100 100 100 100 100 100 100 100 100 120 0 TOTAL Digital 440 340 340 400 400 340 440 340 340 440 340 340 4500 Other Ac;vi;es PR 45 45 45 45 45 45 45 45 45 45 45 45 540 Sponsorship 5 5 5 5 5 5 5 5 5 5 5 5 60 Promo(ons 200 180 380 TOTAL Other Ac;vi;es 50 50 50 250 50 50 230 50 50 50 50 50 980 Others including: Copy Produc(on, Point of Sale Material, Research, Packaging, Agency Fees and Miscellaneous
270 300 640 110 330 1,650
GRAND TOTAL 4,540 1,990 2,390 3,510 12,430
Detailed Budget
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Evalua(on
• Metric 1 and performance measurement methodology/tool
• Metric 2 and performance measurement methodology/tool, etc.