Breakthrough Marketing Plans How to Stop Wasting Time and Start Driv
Almost every company creates a marketing plan each year, and many spend hundreds of employee hours researching, preparing and presenting their tomes to senior executives. But most marketing plans are a waste of time; they are too long, too complicated and
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BREAKTHROUGH MARKETING PLANS How to Stop Wasting Time and Start Driving Growth Second Edition
TIM CALKINS Kellogg School of Management
breakthrough marketing plans Copyright © Tim Calkins, 2012. All rights reserved. First published in 2012 by PALGRAVE MACMILLAN® in the United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-0-230-34033-6 ISBN 978-1-137-10761-9 (eBook) DOI 10.1057/9781137107619 Library of Congress Cataloging-in-Publication Data Calkins, Tim. Breakthrough marketing plans : how to stop wasting time and start driving growth / Tim Calkins.—2nd ed. p. cm. 1. Marketing—Planning. I. Title. HF5415.13.C253 2012 658.8⬘02—dc23
2012022501
A catalogue record of the book is available from the British Library. Design by Newgen Imaging Systems (P) Ltd., Chennai, India. First edition: December 2012 10 9 8 7 6 5 4 3 2 1
For Carol, Claire, Charlie, and Anna
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CONTENTS
1
Introduction
1
2
Why Bother?
7
3
The Problems
23
4
The Key Elements
43
5
The Best Marketing Plans
63
6
The Planning Process
73
7 Writing the Plan
107
8
Presenting: The Big Show
131
9
Twenty Strategic Initiatives
141
10
Marketing Plan Template
167
11
Common Questions
185
12
Example: Flahavan’s
203
13
Example: Edzo’s
217
Notes
229
Source Notes
235
Acknowledgments
237
Index
239
Chapter 1 INTRODUCTION
IT WAS NOT A GOOD DAY WHEN Procter & Gamble marketer Kathleen Carroll learned she was being put in charge of Puritan cooking oil. The brand had been struggling for many years, and there was little reason to think things were about to change. Indeed, when her manager briefed her on the business, Kathleen got the distinct impression that her job was mainly to phase out the brand. This was not a career-enhancing assignment. As Kathleen learned about the Puritan brand, she realized that the situation wasn’t hopeless at all. The product was good. It had a point of difference in the market that people cared about; it had a unique blend of sunflower and safflower oils that many believed provided important health benefits. As she recalled, “Everything about it was perfect. The target was just off.”1 So Kathleen put together a marketing plan to rejuvenate the brand through a bold repositioning. The plan involved three key initiatives: introduce a new product formula, communicate its health benefits, and reach food editors. Kathleen presented the plan to the division president and received approval to move fo
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