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Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
invest
desinvest
Attraction
Assets01
Attractions / Assets matrices
(BCG, McKinsey, ADL, …)
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
PORTER, 5 forces, networks, ...
02
CLIENTS
COMPETITORS
SUBSTITUTES
SUPPLIERS
PotentialENTRANTS
ME
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
SWOT necessary ?
when?
Strenghts Opportunities
Weaknesses Threats
of the company,of products,...
for the company,for products, ...
03
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
PESTEL analysis...
04
Political
Legalfactors
Environmentalfactors
Technologicalfactors
Socioculturalfactors
Economic factors
MARKET
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Ansoff…
PRODUCT
MARKET
CURRENT NEW
CURRENT
NEW DIVERSIFICATION
PRODUCTDVPT
MARKETPENETRATION
MARKETDVPT
05
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Products/Services life cycle…need for intelligence mechanisms….
06
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
07
Mission (what we are…)Vision (what we intent to be in n years...)
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
08
Services with +++ AV …protected by emerging technologies
Mass customization level
Emerging technologies
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
09
Technological intelligence?Competitive intelligence?Marketing intelligence?
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Maslow, Soncas, … more on buyers motivations...
10
To BE
To HAVE
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Approaches by business processes ... Value Chain ...
11
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Innovation
MassProduction
MassCustomization
out
sid
e
inside
Transformation
12
Mass Customization cycle …where are we ?
Make money < >Spend money
Mech
an
isti
c <
>
O
rgan
ic
?
?
?
?
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
13
Markets, Clients segmentations...
geographical ?socio-economic ?
by sectors ?
by size ?
recentness ?frequency ?amount ?
Reactivate ?Acquire ?Develop ?Accompany ?Keep ?
Interest ?Accessibility ?Our capability ?
….. ?
Market structureCompetito
r
audit
Internal
audit
Marketing Plan
Sales and Marketing Programme
Externalaudit
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Segmentation: IPO / IPR
14
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Systematic 4 P's ?
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promote ...
which product?
"marketable price" ?
cost ?
where, how ?Call centers ?Web ?face to face ?
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
+ advanced 4 P's ?
16
physical "visibility" of services
distinctive competencies?
partnershipsalliances
business processes, e-processes
Physicalevidence People
Processes Partners
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
CompanyCompany
Partners 1Partners 1
Partners. nPartners. n
"Routes to Market" who does what, when?
events... reclaims... contacts... demands...
CLIENT17PROSPECTS
MARKET
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Bue Ocean: cross checking?
18
Costs
Buyer value
Innovation
- valueexclude … …
re-enforce … …
decrease … …
create … …
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Some processes mapping ?
19
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Marketing scorecards?
20
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Open Market
21
€
Dream...
Total achievable possible sales,without any constraints?
Who would pay, where, when ?
What realistic % (hypothesis)?
How much (%) for competition?
What realistic possible sales after that?
First year ?
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Data Collection
22
From web alerts to conferences, from reports to informal meetings, ...
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Financial analysis, breakeven, ...
23
Total revenue
Total cost
Variable costs
Fixed costs
breakeven
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
Business monitoring, "gap" analysis
24 "operational banana"
BOY I I I I I I I I EOY
SalesHistory (high)
History (low)
???
results
timenow
target
plans
Gap
- new products- announcements- new actions-…
Prospective Marketing Planning ©J.-F.David 2008Ad LIBITUM Conseil
What's missing: your concepts & ideas
25
