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Johnson W.

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Table of Contents
Table of Contents
BackCover
Powerhouse Marketing Plans - 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns
Foreword
Preface
Acknowledgments
Introduction
The Best Examples of Marketing Plans Often Relate to New Products
The Unique Characteristics of Successful Marketing Plans
Writing Your Marketing Plan
What to Include in Your Marketing Plan
Part I: Marketing Plan Success Stories
Chapter 1: Successful Marketing Plans Eliminate the Negatives
Creativity Based on Solid Consumer Research
It Is Not a Battery
A New Product Is Born
EZ Change Became the Ideal Name
A Very Simple Incremental Product Line
Larger Packaging That Opens with Bigger Type and Pictures
Production in the United States of America
A Premium-Priced Product
A Coordinated Sales Effort
The Advertising Message: Precise Placement Every Time
Television Would Be the Primary Advertising Medium
Off-Shelf Displays Would Highlight EZ Change
Total Guaranteed Customer Support
Launching in a Diversified Market
EZ Change Was Thoroughly Tested Before It Was Launched
EZ Change Was Launched Based on Several Positive Assumptions
The Goal Was to Become Number One
An Exciting Eighteen Months
EZ Change Was an Unqualified Success
Competitors Reactions Have Been Ineffective
Lessons: Pay Attention to the Consumer and Think Outside the Box
Chapter 2: Successful Marketing Plans Often Solve Consumer Problems
Wooster Brush Decided to Compete Through Innovation
Market Research Confirmed a Major New Product Opportunity
Planning Assumptions Were Developed Based on History and Research
Specific Marketing Objectives Were Set for the New Product
The New Mini-Roller Was to Be Called Jumbo-Koter
A Comprehensive Product Line Was Developed
Production Would Be in Ohio to Maintain Tight Control
The Wooster Brush Traditional Sales and Distribution Methods to Be Used
The Pricing Strategy Was to Meet the Low-Priced Imports
In-Store Displays Were Used to Attract Consumer Attention
The Advertising Copy Strategy Was to Sell the Improvement
The Advertising Media Strategy Was Directed to the Trade
Product Warranties Were Unnecessary Due to Wooster s Strong Reputation
Internal Staffing Maintained a Lean Organization
Conservative Financial Projections Were Prepared
Innovation Is a Good Way to Maintain Market Presence
Chapter 3: Benefits Must Be Perceived by Customers
History Shows Long Life as the Number One Attribute for Lightbulbs
The Project Began with a Thorough Review of the Market for Lightbulbs
Sophisticated Qualitative Market Research Used to Pinpoint Key Benefit
Long Life Identified as the Only Lightbulb Benefit Worth a Premium
Philips Assumed That Its Customers Would Accept a Long-Life Strategy
Marketing Plan Written with Two Primary Objectives
The New Corporate Long-Life Strategy Included Three Brand Names
The Long-Life Lightbulb Formula Is Tricky
DuraMax Lightbulbs Last One Year
Halogena Lightbulbs Last Two Years
Marathon Lightbulbs Last Five to Seven Years
Traditional Lightbulb Shapes Were Used Except for Decorative Bulbs
Vibrant New Packaging Was Created
A Local Production Strategy Was Implemented to Ensure High Quality
Sales and Distribution Strategy Was Based on Heavy Trade Involvement
Premium Prices Resulted in Substantial Hidden Savings for Consumers
The Advertising Message Was Light Bulbs That Last
Philips Halogena Light Bulbs Tied Into Times Square Publicity
Individual In-Store Merchandising Done for Retailers
All Philips Long-Life Lightbulbs Were Guaranteed
Detailed Financial Projections Were Prepared for Management Approval
No Competitive Reactions to Long-Life Strategy Expected
Wrap Your Marketing Strategy Around Benefits Your Customers Want
Chapter 4: Consumer and Retailer Convenience Is Critical
L eggs Began with a Series of Exploratory Research Projects
A Market Without a Major Brand
Consumers Liked the Idea of a Major Food and Drug Brand

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