Strategic Planning

PROF. (DR.) ANUPAM NARULA

B.Sc. (Math's), M.A (Eco.), PGDBM (MKTG), Ph.D. (Eco.)

DEAN,
MANGALMAY INSTITUTE OF MANAGEMENT STUDIES,
8 - KNOWLEDGE PARK-II ,
GREATER NOIDA
 Chapter Outline
I. Chapter Key Points
II. Strategic Planning
III. Basic Strategic Planning Decisions
IV. Account Planning: What Is It?
V. Planning for IMC

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 Key Points
• Differentiate between objectives, strategies,
and tactics in strategic planning
• Identify the six basic decisions in an
advertising plan
• Explain how account planning works
• Outline the key features in an IMC plan

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 Strategic Planning
• The process of • Objectives
– What you want to
determining accomplish
objectives, • Strategies
– How to accomplish the
deciding on objectives
strategies, and • Tactics
implementing – Make the plan come to
life
the tactics
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 A Three-Tiered Process
1. The business • May cover a specific
division of the company
plan or a strategic business
unit with a common set
2. The marketing of problems
plan
3. The advertising
or IMC plan

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 A Three-Tiered Process
1. The business • Parallels the business
strategic plan and
plan contains many of the
same components
2. The marketing
plan
3. The advertising
or IMC plan

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 A Three-Tiered Process
1. The business • Operates with the same
concern for objectives,
plan strategies, and tactics as
business and marketing
2. The marketing plans
plan
3. The advertising
or IMC plan

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 Basic Strategic Planning Decisions
• Annual advertising or Typical Plan Outline
IMC plan I. Situation analysis
– Outlines all the
II. Key strategic
advertising or marketing
communication activities decisions
• Campaign plan III. Media strategy
– More tightly focused on IV. Message strategy
solving a particular V. Other tools
marketing
communication problem VI. Evaluation of
effectiveness
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Basic Strategic Planning Decisions
• Situation analysis • SWOT analysis
– Researching and – Strengths
reviewing the current – Weaknesses
state of the business – Opportunities
that is relevant to the
– Threats
brand and gathering all
relevant information • Key problems and
– After the research is opportunities
compiled, analysis
begins

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Basic Strategic Planning Decisions
• Objectives and • It is important for
strategies advertisers to know
– Planners develop what to expect from a
specific objectives to campaign or an ad
be accomplished • Measurable objectives
during a specific time
period – Specific effect that can
– The main categories of be measured
effects can be used to – A time frame
identify the most – A baseline
common advertising – The goal
and IMC strategies – Percentage change

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Basic Strategic Planning Decisions
• Segmenting and • Getting deeper insight
targeting into consumers is the
– Market segment: a responsibility of the
group of consumers account planning
having similar function
characteristics
– The segments the
planner selects
becomes the target
audience

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Basic Strategic Planning Decisions
• Positioning Strategy • Product features
– Determining what – Feature analysis
place a product should • Competitive advantage
occupy in a given
– Importance/performance
market
– To establish a location • Differentiation
in the consumer’s mind – Branding
based on what the • Locating the brand
product offers and how
that compares with the
position
competition – Perceptual mapping

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Basic Strategic Planning Decisions
• Budgeting • Historical method
– Determines how many • Objective-task method
targets and multiple
• Percentage-of-sales
campaign plans a
company or brand can method
support and the length • Competitive budgets
of time the campaign
• All you can afford
can run

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 Account Planning: What is It?
• Account planning Account Planning Elements
– The research-and- 1. Consumer insight
analysis process used to
2. Message strategy
gain knowledge and
understanding of the 3. Media strategy
consumer

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 Account Planning: What is It?
• Account planner Account Planner Tasks
– A person in an agency 1. Understand brand
who uses account
2. Understand audience
planning to research a
brand and its customer relationship
relationships in order to 3. Articulate strategies
devise advertising
4. Prepare creative
message strategies that
are effective in briefs
addressing consumer 5. Evaluate
needs and wants effectiveness

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 Account Planning: What is It?
• The Research • Used in three phases of
the advertising planning
Foundation process
• Consumer – Strategy generation
– Creative development
Insight – Campaign evaluation

• The
Communication
Brief
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 Account Planning: What is It?
• The Research • Intersects with the
interests of the customer
Foundation and the brand features
• Consumer • Insight mining
– Realistic response objective?
Insight – Causes of nonresponse?
– Barriers to desired response?
• The – Motivation to respond?
–
Communication Role of each element in the
communication mix

Brief
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 Account Planning: What is It?
• The Research • Explains the consumer
insight and summarizes
Foundation the basic strategy
• Consumer decisions
• Six major parts:
Insight – Marketing objective
• The – Product
– Target audience
Communication – The promise and support
Brief – Brand personality
– Strategy statement
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 Planning for IMC
• Follows same basic • Differences in IMC
outline as an ad plan strategic decisions
• Objective is to make the – Stakeholders
most effective use of all – Contact points
marketing – IMC objectives
communication
functions
• Effective plans lead to
profitable long-term
brand relationships
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