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8/14/2019 Abm Basics 7
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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 NOIDAGREATER NOIDA
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7-2
Chapter Outline
I. Chapter Key Points
II. Strategic Planning
III. Basic Strategic Planning DecisionsIV. 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 anadvertising plan
• Explain how account planning works
• Outline the key features in an IMC plan
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Strategic Planning
• The process of
determining
objectives,deciding on
strategies, and
implementing
the tactics
• Objectives
– What you want to
accomplish
• Strategies – How to accomplish the
objectives
• Tactics
– Make the plan come to
life
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A Three-Tiered Process
1. The business
plan
2. The marketing plan
3. The advertisingor IMC plan
• May cover a specific
division of the company
or a strategic business
unit with a common setof problems
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A Three-Tiered Process
1. The business
plan
2. The marketing plan
3. The advertisingor IMC plan
• Parallels the business
strategic plan and
contains many of the
same components
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A Three-Tiered Process
1. The business
plan
2. The marketing plan
3. The advertisingor IMC plan
• Operates with the same
concern for objectives,
strategies, and tactics as
business and marketing plans
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Basic Strategic Planning Decisions
• Annual advertising or
IMC plan
– Outlines all the
advertising or marketingcommunication activities
• Campaign plan
– More tightly focused on
solving a particular marketing
communication problem
Typical Plan Outline
I. Situation analysis
II. Key strategic
decisions
III. Media strategy
IV. Message strategy
V. Other tools
VI. Evaluation of
effectiveness
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Basic Strategic Planning Decisions
• Situation analysis
– Researching and
reviewing the current
state of the businessthat is relevant to the
brand and gathering all
relevant information
– After the research is
compiled, analysis
begins
• SWOT analysis
– Strengths
– Weaknesses
– Opportunities – Threats
• Key problems and
opportunities
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Basic Strategic Planning Decisions
• Objectives andstrategies – Planners develop
specific objectives to
be accomplishedduring a specific time
period
– The main categories of
effects can be used toidentify the mostcommon advertisingand IMC strategies
• It is important for advertisers to knowwhat to expect from acampaign or an ad
• Measurable objectives – Specific effect that can
be measured
– A time frame
– A baseline
– The goal
– Percentage change
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Basic Strategic Planning Decisions
• Segmenting and
targeting
– Market segment: a
group of consumershaving similar
characteristics
– The segments the
planner selects becomes the target
audience
• Getting deeper insight
into consumers is the
responsibility of the
account planningfunction
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Basic Strategic Planning Decisions
• Positioning Strategy
– Determining what
place a product should
occupy in a givenmarket
– To establish a location
in the consumer’s mind
based on what the
product offers and how
that compares with the
competition
• Product features
– Feature analysis
• Competitive advantage
– Importance/performance
• Differentiation
– Branding
• Locating the brand position
– Perceptual mapping
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Basic Strategic Planning Decisions
• Budgeting
– Determines how many
targets and multiple
campaign plans acompany or brand can
support and the length
of time the campaign
can run
• Historical method
• Objective-task method
• Percentage-of-sales
method
• Competitive budgets
• All you can afford
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Account Planning: What is It?
• Account planning
– The research-and-
analysis process used to
gain knowledge andunderstanding of the
consumer
Account Planning Elements
1. Consumer insight
2. Message strategy
3. Media strategy
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Account Planning: What is It?
• Account planner
– A person in an agency
who uses account
planning to research a brand and its customer
relationships in order to
devise advertising
message strategies that
are effective inaddressing consumer
needs and wants
Account Planner Tasks
1. Understand brand
2. Understand audience
relationship
3. Articulate strategies
4. Prepare creative
briefs5. Evaluate
effectiveness
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Account Planning: What is It?
• The Research
Foundation
• Consumer Insight
• TheCommunication
Brief
• Used in three phases of
the advertising planning
process
– Strategy generation – Creative development
– Campaign evaluation
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Account Planning: What is It?
• The Research
Foundation
• Consumer Insight
• TheCommunication
Brief
• Intersects with the
interests of the customer
and the brand features
• Insight mining – Realistic response objective?
– Causes of nonresponse?
– Barriers to desired response?
– Motivation to respond? – Role of each element in the
communication mix
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Planning for IMC
• Follows same basic
outline as an ad plan
• Objective is to make the
most effective use of allmarketing
communication
functions
• Effective plans lead to
profitable long-term
brand relationships
• Differences in IMC
strategic decisions
– Stakeholders
– Contact points – IMC objectives
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