Abm Basics 7

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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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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1. The business

plan



• Parallels the business

strategic plan and

contains many of the

same components



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1. The business

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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• 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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• 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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• 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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• 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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• 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 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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• 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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• 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

Documents

Abm Basics 7