市场营销学12版英文配套资源armstrong_mai12_im_app.pdf

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1、 A2-1 APPENDIX 2 Marketing Plan THE MARKETING PLAN:AN INTRODUCTION As a marketer,you will need a good marketing plan to provide direction and focus for your brand,product,or company.With a detailed plan,any business will be better prepared to launch a new product or build sales for existing products

2、.Nonprofit organizations also use marketing plans to guide their fundraising and outreach efforts.Even government agencies put together marketing plans for initiatives such as building public awareness of proper nutrition and stimulating area tourism.The Purpose and Content of a Marketing Plan Unlik

3、e a business plan,which offers a broad overview of the entire organizations mission,objectives,strategy,and resource allocation,a marketing plan has a more limited scope.It serves to document how the organizations strategic objectives will be achieved through specific marketing strategies and tactic

4、s,with the customer as the starting point.It is also linked to the plans of other departments within the organization.Suppose,for example,a marketing plan calls for selling 200,000 units annually.The production department must gear up to make that many units,the finance department must arrange fundi

5、ng to cover the expenses,the human resources department must be ready to hire and train staff,and so on.Without the appropriate level of organizational support and resources,no marketing plan can succeed.Although the exact length and layout will vary from company to company,a marketing plan usually

6、contains the sections described in Chapter 2specific sections.Smaller businesses may create shorter or less formal marketing plans,whereas corporations frequently require highly structured marketing plans.To guide implementation effectively,every part of the plan must be described in considerable de

7、tail.Sometimes a company will post its marketing plans on an intranet site,which allows managers and employees in different locations to consult specific sections and collaborate on additions or changes.The Role of Research Marketing plans are not created in a vacuum.To develop successful strategies

8、 and action A2-2 programs,marketers need up-to-date information about the environment,the competition,and the market segments to be served.Often,analysis of internal data is the starting point for assessing the current marketing situation,supplemented by marketing intelligence and research investiga

9、ting the overall market,the competition,key issues,and threats and opportunities.As the plan is put into effect,marketers use a variety of research techniques to measure progress toward objectives and identify areas for improvement if results fall short of projections.Finally,marketing research help

10、s marketers learn more about their customers requirements,expectations,perceptions,and satisfaction levels.This deeper understanding provides a foundation for building competitive advantage through well-informed segmenting,targeting,differentiating,and positioning decisions.Thus,the marketing plan s

11、hould outline what marketing research will be conducted and how the findings will be applied.The Role of Relationships The marketing plan shows how the company will establish and maintain profitable customer relationships.In the process,however,it also shapes a number of internal and external relati

12、onships.First,it affects how marketing personnel work with each other and with other departments to deliver value and satisfy customers.Second,it affects how the company works with suppliers,distributors,and strategic alliance partners to achieve the objectives listed in the plan.Third,it influences

13、 the companys dealings with other stakeholders,including government regulators,the media,and the community at large.All of these relationships are important to the organizations success,so they should be considered when a marketing plan is being developed.From Marketing Plan to Marketing Action Comp

14、anies generally create yearly marketing plans,although some plans cover a longer period.Marketers start planning well in advance of the implementation date to allow time for marketing research,thorough analysis,management review,and coordination between departments.Then,after each action program beg

15、ins,marketers monitor ongoing results,compare them with projections,analyze any differences,and take corrective steps as needed.Some marketers also prepare contingency plans for implementation if certain conditions emerge.Because of inevitable and sometimes unpredictable environmental changes,market

16、ers must be ready to update and adapt marketing plans at any time.A2-3 For effective implementation and control,the marketing plan should define how progress toward objectives will be measured.Managers typically use budgets,schedules,and performance standards for monitoring and evaluating results.Wi

17、th budgets,they can compare planned expenditures with actual expenditures for a given week,month,or other period.Schedules allow management to see when tasks were supposed to be completedand when they were actually completed.Performance standards track the outcomes of marketing programs to see wheth

18、er the company is moving toward its objectives.Some examples of performance standards are market share,sales volume,product profitability,and customer satisfaction.SAMPLE MARKETING PLAN:CHILL BEVERAGE COMPANY Executive Summary The Chill Beverage Company is preparing to launch a new line of vitamin-e

19、nhanced water called NutriWater.Although the bottled water market is maturing,the vitamin-enhanced water category is still growing.NutriWater will be positioned by the slogan“Expect more”indicating that the brand offers more in the way of desirable product features and benefits at a competitive pric

20、e.Chill Beverage is taking advantage of its existing experience and brand equity among its loyal current customer base of Millennials who consume its Chill Soda soft drink.NutriWater will target similar Millennials who are maturing and looking for an alternative to soft drinks and high-calorie sugar

21、ed beverages.The primary marketing objective is to achieve first-year U.S.sales of$30 million,roughly 2 percent of the enhanced water market.Based on this market share goal,the company expects to sell more than 17 million units the first year and break even in the final period of the year.Current Ma

22、rketing Situation The Chill Beverage Company was founded in 2001 by an entrepreneur who had successfully built a company that primarily distributed niche and emerging products in the beverage industry.Its Chill Soda soft drink brand hit the market with six unique flavors in glass bottles.A few years

23、 later,the Chill Soda brand introduced an energy drink as well as a line of natural juice drinks.The company now markets dozens of Chill Soda flavors,many unique to the brand.Chill Beverage has grown its business every year since it was founded.In the most recent year,it achieved$185 million in reve

24、nue and net profits of$14.5 million.As part of its future growth A2-4 strategy,Chill Beverage is currently preparing to enter a new beverage category with a line of vitamin-enhanced waters.As a beverage category,bottled water experienced tremendous growth during the 1990s and 2000s.Currently,the ave

25、rage person in the United States consumes more than 28 gallons of bottled water every year,a number that has increased 20-fold in just 30 years.Bottled water consumption is second only to soft drink consumption,ahead of milk,beer,and coffee.Although bottled water growth has tapered off somewhat in r

26、ecent years,it is still moderately strong at approximately 3 percent growth annually.Most other beverage categories have experienced declines.In the most recent year,8.75 billion gallons of bottled water were sold in the United States with a value of more than$7.6 billion.Competition is more intense

27、 now than ever as demand slows,industry consolidation continues,and new types of bottled water emerge.The U.S.market is dominated by three global corporations.With a portfolio of 12 brands(including Poland Spring,Nestl Pure Life,and Arrowhead),Nestl leads the market for“plain”bottled water.However,w

28、hen all subcategories of bottled water are included(enhanced water,flavored water,and so on),Coca-Cola leads the U.S.market with a 22.9 percent share.Nestl markets only plain waters but is number two at 21.5 percent of the total bottled water market.PepsiCo is third with 16.2 percent of the market.T

29、o demonstrate the strength of the vitamin-enhanced water segment,Coca-Colas Vitaminwater has higher annual sales than any other bottled water brand.To break into this market,dominated by huge global corporations and littered with dozens of other small players,Chill Beverage must carefully target spe

30、cific segments with features and benefits valued by those segments.Market Description The bottled water market consists of many different types of water.Varieties of plain water include spring,purified,mineral,and distilled.Although these different types of water are sold as consumer products,they a

31、lso serve as the core ingredient for other types of bottled waters,including enhanced water,flavored water,sparkling water,or any combination of those categories.Although some consumers may not perceive much of a difference between brands,others are drawn to specific product features and benefits pr

32、ovided by different brands.For example,some A2-5 consumers may perceive spring water as healthier than other types of water.Some may look for water that is optimized for hydration.Others seek additional nutritional benefits claimed by bottlers that enhance their brands with vitamins,minerals,herbs,a

33、nd other additives.Still other consumers make selections based on flavor.The industry as a whole has positioned bottled water of all kinds as a low-calorie,healthy alternative to soft drinks,sports drinks,energy drinks,and other types of beverages.Bottled water brands also distinguish themselves by

34、size and type of container,multipacks,and refrigeration at point-of-sale.Chill Beverages market for NutriWater consists of consumers of single-serving-sized bottled beverages who are looking for a healthy yet flavorful alternative.“Healthy”in this context means both low-calorie and enhanced nutritio

35、nal content.This market includes traditional soft drink consumers who want to improve their health as well as non-soft drink consumers who want an option other than plain bottled water.Specific segments that Chill Beverage will target during the first year include athletes,the health conscious,the s

36、ocially responsible,and Millennials who favor independent corporations.The Chill Soda brand has established a strong base of loyal customers,primarily among Millennials.This generational segment is becoming a prime target as it matures and seeks alternatives to full-calorie soft drinks.Table A2.1 sh

37、ows how NutriWater addresses the needs of targeted consumer segments.Table A2.1 Segment Needs and Corresponding Features/Benefits of NutriWater Targeted Segment Customer Need Corresponding Features/Benefits Athletes Hydration and replenishment of essential minerals Energy to maximize performance Ele

38、ctrolytes and carbohydrates B vitamins,carbohydrates Health conscious Maintain optimum weight Optimize nutrition levels Avoid harmful chemicals and additives Desire to consume a tastier beverage than water Half the calories of fully sugared beverages Higher levels of vitamins A,B,C,E,zinc,chromium,a

39、nd folic acid than other products;vitamins unavailable in other products A2-6 All natural ingredients Six new-age flavors Socially conscious Support causes that help solve worlds social problems 25 cent donation from each purchase to Vitamin Angels Millennials Aversion to mass-media advertising tech

40、nologically savvy Counterculture attitude Diet enhancement due to fast-paced lifestyle Less-invasive online and social networking promotional tactics Small,privately held company Full RDA levels of essential vitamins and minerals Product Review Chill Beverages new line of vitamin-enhanced watercalle

41、d NutriWateroffers the following features:Six new-age flavors including Peach Mango,Berry Pomegranate,Kiwi Dragonfruit,Mandarin Orange,Blueberry Grape,and Key Lime.Single-serving size,20-ounce,PET recyclable bottles.Formulated for wellness,replenishment,and optimum energy.Full Recommended Daily Allo

42、wance(RDA)of essential vitamins and minerals(including electrolytes).Higher vitamin concentrationvitamin levels are two to ten times higher than market-leading products,with more vitamins and minerals than any other brand.Additional vitaminsvitamins include A,E,and B2,as well as folic acidnone of wh

43、ich are contained in the market-leading products.All naturalno artificial flavors,colors,or preservatives.Sweetened with pure cane sugar and Stevia,a natural zero-calorie sweetener.Twenty-five cents from each purchase will be donated to Vitamin Angels,a nonprofit organization with a mission to preve

44、nt vitamin deficiency in at-risk children.Competitive Review As sales of bottled waters entered a strong growth phase in the 1990s,the category began to expand.In addition to the various types of plain water,new categories emerged.These included flavored waterssuch as Aquafinas Flavorsplashas well a

45、s enhanced waters.Enhanced waters emerged to bridge the gap between soft drinks and waters,appealing to people who knew A2-7 they should drink more water and less soft drinks but still wanted flavor.Development of brands for this product variation has occurred primarily in startup and boutique bever

46、age companies.In the 2000s,major beverage corporations acquired the most successful smaller brands,providing the bigger firms with a solid market position in this category and diversification in bottled waters in general.Currently,enhanced water sales account for approximately 18 percent of the tota

47、l bottled water market.The fragmentation of this category,combined with domination by the market leaders,has created a severely competitive environment.Although there is indirect competition posed by all types of bottled waters and even other types of beverages(soft drinks,energy drinks,juices,teas)

48、,this competitive analysis focuses on direct competition from enhanced water brands.For the purposes of this analysis,enhanced water is bottled water with additives that are intended to provide health and wellness benefits.The most common additives include vitamins,minerals(including electrolytes),a

49、nd herbs.Most commonly,enhanced waters are sweetened,flavored,and colored.This definition distinguishes enhanced water from sports drinks that have the primary purpose of maximizing hydration by replenishing electrolytes.Enhanced water brands are typically sweetened with a combination of some kind o

50、f sugar and a zero-calorie sweetener,resulting in about half the sugar content,carbohydrates,and calories of regular soft drinks and other sweetened beverages.The types of sweeteners used create a point of differentiation.Many brands,including the market leaders,sell both regular and zero-calorie va