Powerhouse Marketing Plans(c) 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge [... ]aigns

ISBN: 735621675
EAN: N/A

Year: 2006
Pages: 172

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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
Distribution Would Require Extreme Retailer Convenience
The Research Resulted in a Series of Ambitious Objectives
A Harmonious Image Was Created Through the Name, Package, and Display
A Wrinkled and Strange-Looking Product
Pricing Represented a Good Deal for Consumers and Retailers
An Offer the Trade Couldn t Refuse
All Advertising Announced Our L eggs Fit Your Legs
Television Was the Primary Medium Used to Introduce L eggs
Trial Was Stimulated by Coupons
L eggs Made It Convenient for the Consumer to Find the Product
Publicity Was Used to Help Spread the Word
Test Marketing Proved the Viability of the L eggs Program
No Significant Competition Was Expected
The L eggs Investment Eventually Exceeded All of Its Financial Objectives
Thirty Years Later, the Market Has Changed
A Good Beginning and a Willingness to ChangeWere the Keys to Longevity
New Products Became a Major Focus for L eggs
System Established to Monitor Consumer Needs
The Vision Is to Continue to Be a Solution Brand
Convenience and Flexibility Are the Lessons to be Learned from L eggs
Chapter 5: Effectiveness Leads to Repeat Purchases
The Birth of a Winning Idea to Reduce Cold Systems
From Idea to Financially Viable Business Venture
Funding the Venture for Growth
Proving that Zicam Really Works
Formalizing the Marketing Plan Elements
Expanding the Product Line
The Creation of Appropriate Product and Brand Names
Creating Packaging That Communicated the Benefit
Sending a Message with Pricing
Creating an Effective Sales and Distribution Strategy
Maintaining Awareness with Advertising
The Advertising Message Was Aimed Directly at the Consumer
Sales Promotion Used for Targeted Opportunities
As Many Off-Shelf Displays as Possible
A Very Small Staff of People
Adding Market Research to Manage and Expand the Brand
Protection from Competition
A Firm Commitment to Growth
The Lessons to Be Learned from Zicam
Chapter 6: Preemptive Ventures Are Often Winners
Market Research Narrowed the Vision
The Opportunity Became Obvious
The Objective Was to Create a New Category of Products
The New Product Was Called Treo
Treo Became the Overall Handspring Product Line
Product Design Was Critical to Treo s Success
All Treo Products Were Sold Through Wireless Phone Carriers
A Build-to-Order Production Strategy
The Treo Has a Very Complex Pricing Strategy
Packaging Is Used to Help Stimulate Consumer Interest
Advertising Is Mostly Done by the Carriers
Direct Sales Over the Internet Is a Key Marketing Strategy
Publicity Is a Big Part of Consumer Communication
The Treo Has Rapidly Become a Category Icon
Key Lessons to Be Learned from the Treo
Part II: Sample Marketing Plans
Chapter 7: Secondary Research to Develop Market Reviews
Chapter 8: Using Telephone Surveys in Completing Market Reviews
Chapter 9: Market Reviews Completed with Online Surveys
Chapter 10: Focus Groups Can Be the Key to Understanding the Consumer
Focus Groups
Chapter 11: Using Online Consumer Qualitative Research
Chapter 12: Using Ethnographic Research t o Understand Consumers
Chapter 13: The Role of Trade Research in Marketing Planning
Chapter 14: Putting It All Together
Index
Index_B
Index_C
Index_D
Index_E
Index_F
Index_G
Index_H
Index_I
Index_J
Index_K
Index_L
Index_M
Index_N
Index_O
Index_P
Index_Q
Index_R
Index_S
Index_T
Index_U
Index_V
Index_W
Index_Z
List of Tables
List of Examples