Marketing Comms Plan

SOSTAC + The 3 Ms S – Situation analysis (where are we now?) O – Objectives (where do we want to go?) S – Strategy (how do we get there?) T – Tactics (details of strategy) A – Action (implementation - putting the plans to work) C – Control (measurement, monitoring, reviewing & modifying)

Men – human resources Money - budgets Minutes – time scales & deadlines

SITUATION ANALYSIS (1) Review of performance (sales, market share,

profitability)

Trends (comparisons with previous years) Relative performance (comparisons with

competitors)

SWOT for product & organisation PEST Analysis (political, economic, social &

technological)

Market structure (segmentation, competition, DMU)

Product positioning

SITUATION ANALYSIS (2)

Product positioning Use perceptual map plots Ex: Lucozade

Sick Healthy

Adults

Children

SITUATION ANALYSIS (3)

Target Marketing Division of large market into smaller

segments to reduce wastage of resources Each segment own distinct needs, patterns

of response

Segment Criteria: Measurable / Substantial / Accessible /

Relevant

SITUATION ANALYSIS (4)

Consumer segments Demographics (age, socio-economic group/job-

type) Geodemographics (location,

neighbourhood) Psychographics Lifestyle Attitudes, beliefs & intentions Benefits sought Target Group Index (heavy/medium/light

users)

SITUATION ANALYSIS (5)

Industrial segments Type of company Size Structure (autocratic vs centralised) Location / geographic area Heavy vs light users Existing suppliers Benefits sought Title / position of key decision makers

OBJECTIVES (1)

Marketing Objectives (sales, market share, distribution penetration, launching of new products, etc.)

Examples: Increase unit sales of product X by 10% over next 12 mths Increase market share by 5% Establish network of distributors

NB: not all are growth oriented. Ex: in competitive mature markets maintain market share & consolidate sales Retention of profitable customers & desselection

of unprofitable ones

OBJECTIVES (2)

Communications Objectives Ex: generate awareness, attitudes,

interest, trial Yardsticks:

DAGMAR (defining advertising goals for measuring advertising responses) unawareness / awareness / comprehension / conviction / action

AIDA attention / interest / desire / action

STRATEGY

Selection of target markets, positioning, selection of comms tools, sequence of comms tools, time scales, etc.

STOP & SIT STOP – segmentation / targeting /

positioning SIT – sequence / integration / tools

TACTICS

Tactics = details of strategy. Precision about communication tools to

be used (ex: advertising, direct mail, PR)

List: what happens, when - tactical timings for how much

ACTION

Detailed project plans to implement tactics

Necessitates : good project planning skills, time management, prioritisation, people management skills… + ability to plan for contingencies

CONTROL

Need to monitor campaign as early as possible

Means: Market research & testing Sales analysis Number of response surveys

Frequency of measurement Accountability, costs…