CIM Revision Cards: Marketing Planning 04/05 by Marketing Knowledge

By Marketing Knowledge

Designed in particular with revision in brain, the CIM Revision playing cards supply concise, but basic info to help scholars in passing the CIM tests as simply as attainable. a transparent, conscientiously established structure aids the educational technique and guarantees the foremost issues are lined in a succinct and available demeanour. The compact, spiral sure layout permits the playing cards to be carried round simply, the content material for this reason constantly being available, making them valuable assets irrespective of the place you're. beneficial properties comparable to diagrams and bulleted lists are used all through to make sure the main issues are displayed as sincerely and concisely as attainable. each one part starts off with an inventory of studying results and ends with tricks and suggestions, thereby making sure the content material is damaged down into doable thoughts and will be simply addressed and memorised. * Written particularly for revision reasons as a result merely that includes the most important innovations that have to be discovered * rigorously designed to let issues to be simply extracted and memorised with no clouding them in more details * Accompanies the CIM Coursebook and MarketingOnline web site to supply a whole suite of goods to help the CIM skills

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Quality, trust, honesty. Core values reflect the behaviour and ethos of the organization Peripheral Values These are values that might be related to an activity or service level that the organization changes in line with market drivers and focus n Values are formed as a result of a range of influences in the lives of individuals and the organizations MARKETING PLANNING 39 PROMOTIONAL OPERATIONS Brand Strategies z 40 Creating a success brand n Brand management is based around building an effective brand that will ultimately support the corporate goals and marketing objective n To ensure that the brand is successful, there must be synergy between the branding strategy and the marketing and promotional mix n The focus of any marketer’s role is based upon creating an awareness of the brands and its associated values to the customer, monitoring consumer reactions and meeting their needs To create a successful brand a company must: n n n n n n n Make quality a priority Offer superior service Get there first Differentiate its brand Develop a unique positioning concept Support the brand Deliver consistency Source: Dibb, Simkin, Pride and Ferrell, 2001 MARKETING PLANNING 41 PROMOTIONAL OPERATIONS The Promotional Mix Advertising – a paid form of non-formal communication that is transmitted through mass media such as television, radio, newspapers, magazines, direct mail, public transport vehicles, outdoor displays and Internet Advertising objectives n Promoting products, organizations and services n Stimulating demand for products n Increasing sales growth n Educating the market n Increasing product/service usage n Reminding/reinforcing n Reducing demand fluctuations 42 Advertising and the marketing mix As a marketing communications planner you will be involved in the following: n Liaising with channel members n Have an awareness of channel needs and the associated communications support n Provide consistency for all communications and ensure that all members are empowered by the message Sales Promotions Sales Promotions – A range of tactical marketing techniques, designed within a strategic marketing framework, to add value to a product or service in order to achieve specific sales and marketing objectives Sales promotions and the marketing mix Responsibility for sales promotions will include: n Selecting appropriate promotional techniques n Trade promotions, retailer to consumer promotions, manufacturer to consumer promotions n Development of customer loyalty schemes Aims and objectives of sales promotions n To increase brand and product awareness n To increase trial and adoption of products n To attract customers to certain brands n To level our fluctuations in supply and demand n To disseminate information n To encourage trading up to next size MARKETING PLANNING 43 PROMOTIONAL OPERATIONS Public Relations Public relations – is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target public Aims and objectives of public relations n To create and maintain the corporate and brand image and enhance the position and standing of the organization in the eyes of the public n To communicate the organization’s ethos and philosophy, and corporate values n To undertake damage limitation to overcome poor PR n To raise the company profile and forge stronger relationships 44 Responsibility for PR includes: n Changing negative into positive, hostility into sympathy, prejudice into acceptance, apathy into interest, ignorance into knowledge n Defining techniques, such as press releases, press conferences, publications, media relations, etc.

The basis of this strategy is to promote directly to the suppliers, therefore pushing the products down the line to reach the customers throughout various channel members Profile Strategy – Profiling is the task of building up a fuller picture of the target segments and is achieved by taking a group of what is commonly known as descriptors, based around traditional segmentation criteria. The idea is that while the customer base might have matching demographics, their socioeconomic needs might differ and result in differing customer needs Pull Strategy – this strategy operates in contrast to the push strategy and requires the manufacturer to create a demand for the product through direct communication with the customers.

N Branding is a hot topic in marketing planning and it is critical that you ensure that you understand the breadth of the subject, issues relating to branding building, brand management, brand strategies and the successful development of the brand. n As for the promotional mix, be familiar with each aspect of the mix, its definition, the objectives the 48 mix can achieve, and understand the areas of responsibility that an operational manager should be involved in planning and implementing for. n Be aware of the need to coordinate the promotional mix and ensure that you develop an effective and creative message that will maximize the potential impact of a fully coordinated mix.

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