Marketing PlanPert 226 Januari 2015

MARKETING ISThe American Marketing Association:

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

Pemasaran adalah sebuah fungsi organisasi dan sebuah proses menciptakan, mengkomunikasikan dan mengirimkan nilai pada konsumen dan untuk memanage hubungan konsumen yang akan menguntungkan perusahaan dan stakeholder-nya*

APAKAH MANAJEMEN PEMASARAN?Manajemen Pemasaran adalah seni dan ilmu mengenai pemilihan target pasar dan mendapatkan, mempertahankan dan menumbuhkan konsumen dengan cara menciptakan, memberikan dan mengkomunikasikan nilai-nilai yang superior kepada konsumennya.

PROSES MANAJEMEN PEMASARANAnalisis Peluang Meneliti & Memilih Pasar SasaranAlternatif StrategiTarget PasarPeluang PasarImplementasi & PengendalianPengembangan Program Menyusun Strategi4P / 7PKinerja Pemasaran

Selling is only the tip of the icebergThere will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.Peter Drucker

APA YANG DIPASARKAN?

Why do I Need a Marketing Plan?Gives a clear, actionable roadmap to strategically promote your organization

If you dont know where youre going, it doesnt matter which way you go!The Cheshire Cat, Alice in Wonderland

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Marketing Plan is . . . . A written document containing the guidelines for the business centers marketing programs and allocations over the planning period.

Marketing planning has become a major activity in most firms. A survey by Hubert, Lehmann and Hoening (1987) found that over 90 percent of marketing executives engaged in formal planning.

The marketing plan can be devided into two general parts : the situation analysis, which analyzes the background of the market for the product, and the objectives, strategy and program based on the background analysis that direct the firms actions.

Hierarchy of Planning

Objectives of a marketing planTo define the current situation facing the product (and how we got there).To define problems and opportunities fasing the business.To establish objectives.To define the strategies and programs necessary to achieve the objectives.To pinpoint the responsibility for achieving product objectives.To encourage careful and disciplined thinking.To establish a market orientation.

Frequent mistakes in the planning processThe speed of the process.The amount of data collected.Who does the planning?The structure.Length of the plan.Frequency in planning.Number of courses of action considered.Who sees the plan.Not using the plan as a sales document.Insufficient senior managemet leadership.Not tying compensation to sucessful planning efforts.

What makes a good planning system?Utilizes experience from several manageerial levels rather than just from product managers.Employs a variety of both internal and external sources of information rather than just internal information.Extends over a period of time sufficient to collect and analyze the data necessary for developing the marketing strategies.Employs a number of incentives for managers in addition to employment security or advertisement.

Marketing planning sequence

Marketing plan summaryExecutive SummarySituation AnalysisA. Category / competitor definitionB. Category analysisC. Company and competitor analysisD. Customer analysisE. Planning assumptionObjectivesProduct / Brand StrategySupporting Marketing ProgramsFinancial DocumentsMonitors and ControlsContigency Plans

Praktika Marketing PlanAnda akan membuat sebuah usaha, buatlah :

- analisa peluang- tentukan target

Pemasaran adalah sebuah fungsi organisasi dan sebuah proses menciptakan, mengkomunikasikan dan mengirimkan nilai pada konsumen dan untuk memanage hubungan konsumen yang akan menguntungkan perusahaan dan stakeholder-nya*

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