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• Brief Contents
• Contents
• Preface
• About the author
• Acknowledgements
• 1 Introduction to marketing planning
• Chapter preview: Marketing at Primark®
• The role of marketing planning
• The benefits of marketing planning
• Marketing in practice: Red Nose Day®
• The dynamic marketing plan
• The process of marketing planning
• Stage 1: Analyse the current situation
• Stage 2: Research and analyse markets and customers
• Essential checklist No. 1: Situational analysis
• Stage 3: Determine segmentation, targeting and positioning
• Stage 4: Set marketing plan direction and objectives
• Stage 5: Plan strategies, programmes and support
• Product and branding
• Marketing in practice: Nestlé KitKat®
• Price
• Channel and logistics
• Marketing communications and influence
• Marketing support
• Stage 6: Plan to measure progress and performance
• Stage 7: Implement, control and evaluate the plan
• Documenting a marketing plan
• Internal audit: The starting point for planning
• Three levels of planning for strategy
• Marketing and the mission statement
• Marketing in practice: Walmart®
• Essential checklist No. 2: The mission statement
• Chapter summary
• A closer look: Marketing at Primark®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 2 Analysing the current situation
• Chapter preview: Marketing at Loreal
• Environmental scanning and analysis
• Internal audit: identifying strengths and weaknesses
• External audit: identifying opportunities and threats
• SWOT analysis
• Marketing in practice: Experian®
• Analysing the internal environment
• Organisational resources and capabilities
• Current offerings
• Previous performance
• Marketing in practice: Coles®
• Business relationships
• Key issues
• Essential checklist No. 3: The internal environment
• Analysing the external environment
• Political factors
• Economic factors
• Social, cultural and ethical factors
• Technological factors
• Legal factors
• Ecological factors
• Competitive factors
• Marketing in practice: Michelin®
• Essential checklist No. 4: The external environment
• Chapter summary
• A closer look: Marketing at Loreal
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 3 Analysing customers and markets
• Chapter preview: Marketing at Ryanair®
• Analysing consumer and business markets
• Market definition
• Market changes
• Market share
• Marketing in practice: Specsavers®
• Analysing customers in consumer markets
• Characteristics and needs
• Cultural elements
• Social connections and opinion leaders
• Personal elements
• Marketing in practice: Nappies in China
• Essential checklist No. 5: Analysing customers in consumer markets
• Analysing customers in business markets
• Characteristics and needs
• Organisational and environmental considerations
• Internal and external relationships
• Marketing in practice: Samsung® Electronics
• Essential checklist No. 6: Analysing customers in business markets
• Researching markets and customers
• Primary and secondary research data
• Conducting marketing research
• Chapter summary
• A closer look: Marketing at Ryanair®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 4 Segmenting, targeting and positioning
• Chapter preview: Marketing at Nike®
• Benefits of segmentation, targeting and positioning
• The market segmentation process
• Choose the market
• Apply segmentation variables in consumer markets
• Marketing in practice: Whitbread’s Premier Inn®
• Apply segmentation variables in business markets
• Marketing in practice: BASF®
• Evaluate and select segments for targeting
• Essential checklist No. 7: Evaluating market segments
• The targeting process
• Undifferentiated marketing
• Differentiated marketing
• Marketing in practice: BMW® Group
• Concentrated marketing
• Individualised marketing
• Segment personas
• The positioning process
• Deciding on differentiation
• Applying positioning
• Essential checklist No. 8: Planning for positioning
• Chapter summary
• A closer look: Marketing at Nike®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 5 Planning direction and objectives
• Chapter preview: Marketing at Lego® Group
• Marketing plan direction
• Growth strategies
• Non-growth strategies
• Marketing plan objectives
• Types of objectives
• Financial objectives
• Marketing objectives
• Marketing in practice: Danone®
• Societal objectives
• Marketing in practice: Bring back the bees
• Characteristics of effective objectives
• Marketing in practice: Hyundai®
• Essential checklist No. 9: Evaluating objectives
• From objectives to marketing-mix decisions
• Chapter summary
• A closer look: Marketing at Lego® Group
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 6 Planning for products and brands
• Chapter preview: Marketing at Reckitt Benckiser®
• Planning for products
• Product-mix and product-line decisions
• Cannibalisation
• Marketing in practice: Competition and cannibalisation
• Limited-time and limited-edition products
• Product life-cycle decisions
• New product development decisions
• Marketing in practice: Tesla Motors®
• Product attribute decisions
• Quality and performance decisions
• Feature and benefit decisions
• Design decisions
• Packaging and labelling decisions
• Essential checklist No. 10: Planning for products
• Planning for brands
• Brand identity
• Marketing in practice: Private brands
• Brand meaning
• Brand response
• Brand relationship
• Rebranding
• Essential checklist No. 11: Planning for brands
• Chapter summary
• A closer look: Marketing at Reckitt Benckiser®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 7 Planning for pricing
• Chapter preview: Marketing at IKEA®
• Understanding price and value
• Perceptions of value
• Marketing in practice: LVMH®
• Pricing based on value
• Analysing influences on pricing decisions
• Internal influences
• Organisational and marketing plan objectives
• Costs
• Targeting and positioning
• Marketing in practice: Poundland®
• Product decisions and life cycle
• Marketing-mix decisions
• Essential checklist No. 12: Pricing through the product life cycle
• External influences
• Customers
• Market and demand
• Marketing in practice: Walt Disney®
• Competition
• Channel members
• Legal, regulatory, ethical and sustainability considerations
• Making pricing decisions
• Setting pricing objectives
• Pricing new products
• Pricing multiple products
• Adapting prices
• Planning for prices to vary
• Chapter summary
• A closer look: Marketing at IKEA®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 8 Planning for channels and logistics
• Chapter preview: Marketing at Burberry®
• Analysing the value chain
• The value chain for services
• Flows and responsibilities in the value chain
• Reverse channels
• Planning for channels
• Marketing in practice: Uniqlo®
• Channel length decisions
• Marketing in practice: Amazon.com
• Channel member decisions
• Retail trends
• Marketing in practice: Pop-up shops
• Essential checklist No. 13: Planning for marketing channels
• Planning for logistics
• Inventory decisions
• Storage decisions
• Transportation decisions
• Order processing and fulfilment decisions
• Essential checklist No. 14: Planning for logistics
• Chapter summary
• A closer look: Marketing at Burberry®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 9 Planning for communications and influence
• Chapter preview: Marketing at Hyundai®
• The role of marketing communications and influence
• Word of mouth and buzz marketing
• Understanding marketing communications tools
• Advertising
• Sales promotion
• Personal selling
• Direct marketing
• Public relations
• Marketing in practice: Unilever®
• Developing a plan for marketing communications and influence
• Define the target audience
• Set the objectives and the budget
• Consider legal, regulatory, social and ethical issues
• Plan for tools, messages and media
• Plan for pre- and post-implementation analysis
• Schedule, implement and evaluate the campaign
• Marketing in practice: Neuromarketing and advertising
• Integrated marketing communications
• Planning advertising
• Planning messages
• Planning media
• Essential checklist No. 15: Planning for media
• Planning sales promotion
• Planning for customer sales promotion
• Marketing in practice: Birchbox®
• Planning for channel and sales force sales promotion
• Essential checklist No. 16: Planning for sales promotion
• Planning personal selling
• Planning direct marketing
• Planning public relations
• Defining the ‘public’
• Planning and evaluating PR activities
• Chapter summary
• A closer look: Marketing at Hyundai®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 10 Planning for digital, social media and mobile marketing
• Chapter preview: Marketing at Domino’s®
• Planning for digital marketing
• Digital advertising and ad blockers
• Websites and optimisation
• Content marketing
• Essential checklist No. 17: Planning for content marketing
• E-mail and chat marketing
• Legal, ethical and regulatory issues
• Planning for social media marketing
• Control of conversations in social media
• Marketing in practice: Responding to negative social media comments
• Viral marketing
• Marketing in practice: Knorr®
• Planning for mobile marketing
• Mobile apps and mobile payments
• Marketing in practice: Starbucks®
• QR Codes
• Location-based mobile marketing
• Privacy, security and legal issues
• Chapter summary
• A closer look: Marketing at Domino’s®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 11 Supporting the marketing strategy
• Chapter preview: Marketing at Metro Bank®
• The role of customer service and internal marketing
• Marketing applications of customer service
• Customer relationships
• Marketing plan objectives
• Marketing applications of internal marketing
• Planning for customer service
• Determining service levels
• Marketing in practice: Net-A-Porter®
• Planning for good service throughout the relationship
• Marketing in practice: Fairmont Hotels®
• Monitoring customer perceptions of service
• Planning for service recovery
• Essential checklist No. 18: Planning for customer service
• Planning for internal marketing
• Employees and the brand
• Marketing in practice: Nike®
• Strategy for internal marketing
• Chapter summary
• A closer look: Marketing at Metro Bank®
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• 12 Planning for implementation, metrics and control
• Chapter preview: Marketing at McDonald’s
• Tools for evaluating implementation
• Measuring progress with metrics
• Selecting metrics
• Applying metrics
• Marketing in practice: Barclays Bank®
• Essential checklist No. 19: Planning metrics
• Forecasting and the planning process
• Types of forecasts
• Market and segment sales forecasts
• Marketing in practice: Airbus®
• Company and product sales forecasts
• Costs of sales forecasts
• Channel forecasts
• Forecasting approaches and data sources
• Preparing budgets and schedules
• Budgeting methods
• Budgets within budgets
• Planning schedules for implementation
• Marketing in practice: BMW®
• Planning for marketing control
• The marketing control process
• Actions based on marketing control
• Levels of marketing control
• Types of marketing control
• Essential checklist No. 20: Evaluating implementation
• Contingency plans and scenario planning
• Chapter summary
• A closer look: Marketing at McDonald’s
• Apply your knowledge
• Build your own marketing plan
• Endnotes
• Appendix: Sample marketing plan: Lost Legends Luxury Chocolatier
• Glossary
• Index