This is an example of a synthetic plan for a company that operates in different market segments, and with different sales channels. It is a simulated case that might be applied to any Company operating in the B2B business.
However, all the information must always be supported by real data, defendable during the Presentation to the Executive Board.
Neither the model, nor the information or numbers contained in the following templates belong to any real Marketing Plan or Company.
The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
Marketing Plan Model
1. 1
MARKETING PLAN MODEL
Example: Region Iberia
(Model for B2B – Horeca business)
JUAN ANTONIO BENITO
Juanantonio.benito@aol.com
www.linkedin.com/in/jbenitoc
+34 687253432
+49 15756978859
2. 2
This is an example of a synthetic plan for a company that operates in
different market segments, and with different sales channels. It is a
simulated case that might be applied to any Company operating in the B2B
business.
However, all the information must always be supported by real data,
defendable during the Presentation to the Executive Board.
Neither the model, nor the information or numbers contained in the
following templates belong to any real Marketing Plan or Company.
3. 3
INDEX
Market Indicators
Economy / Competitive environment / Segments
Sales Indicators
Product Category / Segment Category / Main Product Type / Evolution of Costs
/ Evolution of Sales Price / Sales performance vs Market evolution
Key Learnings & Implications
Launches 2012
Marketing Initiatives
Product Mix / Competition Benchmark / Incentive Platform / Digital Positioning
Plan 2012
By Product Category / By Channel & Segment / Quarterly by Segment
Budget Plan 2012
6. 6
MARKET INDICATORS
MAIN SEGMENTS
We can assume that our Segment XX depending on Hospitality
has increased +5% vs LY, whereas Segment YY depending on
FoodService is decreasing -8%, confirming a traffic increase in
Hospitality, with less consumption in Restaurants.
9. 9
SALES INDICATORS
Net Sales (€)
0
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
7.000.000
Type 1 Type 2 Type 3 Type 4
2008 2009 2010 LY July 2010 YTD July 2011
+20%
-9%
+10%
-13%
+18%
-10%
-15%
-3%
-7%
-7%
+7%
-5%
MAIN PRODUCT TYPES
10. 10
SALES INDICATORS
EVOLUTION OF COSTS
ACT VS STD 2011 STD (€/Kg) ACT (€/Kg) COST INCR 011
Direct 0,60 0,66 10,00%
Accounts 0,62 0,68 9,68%
Distribution 0,66 0,72 9,09%
Total 0,64 0,68 6,25%
Evolution Cost / Kg (€) Iberia
0,00
0,20
0,40
0,60
0,80
Direct 0,70 0,72 0,68 0,71 0,66 0,59 0,60
Accounts 0,65 0,68 0,66 0,64 0,64 0,61 0,62
Distribution 0,72 0,75 0,76 0,73 0,70 0,68 0,66
July 08 FY 08 July 09 FY 09 July 010 FY 010 July 011
11. 11
SALES INDICATORS
EVOLUTION OF SALES PRICE
PRICING 2011 Increase Impact % Impact
January 2011 3,50% 2,50% 1.200.000 €
July 2011 2,00% 1,00% 300.000 €
PLAN PRICING 2012 Increase Impact % Impact
January 2012 2,50% 1,30% 630.000 €
Evolution Net Sales / Kg (€) Iberia
0,00
0,50
1,00
1,50
2,00
2,50
3,00
3,50
Direct 3,10 3,20 3,00 2,80 2,70 2,60 2,50
Accounts 2,60 2,80 2,60 2,50 2,60 2,80 2,90
Distribution 3,40 3,50 3,50 3,30 3,20 3,10 3,20
July 08 FY 08 July 09 FY 09 July 010 FY 010 July 011
Objective List Price
Increase 2012:
2,5% vs LY
12. 12
SALES INDICATORS
SALES PERFORMANCE VS MARKET EVOLUTION
Important consumption decrease in stable customers of Segment 5. Important
loss of customers also in this segment.
Special actions to be considered in: Price Increase & Product Mix change
Market Evolution Current Customers Evolution Current Sales
Q4 010 YTD July 011 OL Q4 011 Q4 010 YTD July 011 OL Q4 011 YTD 011 OL Q4 011
Segment 1 -12,00% 1,00% -3,00% -13,00% -4,00% -2,00% 2,00% 1,00%
Segment 2 -7,00% -2,00% -4,00% -6,00% -1,00% -3,00% -7,00% -5,00%
Segment 3 -6,00% 1,00% 4,00% -2,00% 4,00% 8,00% -3,00% -2,00%
Segment 4 3,00% 2,00% 1,00% 3,00% 0,00% 1,00% -1,00% 1,00%
Segment 5 -2,00% -4,00% -6,00% -3,00% -10,00% -8,00% -15,00% -14,00%
13. 13
KEY LEARNINGS & IMPLICATIONS
KEY LEARNINGS IMPLICATIONS
- Mature market
- Economical situation not recovering
- Lower consumption by Customers
- Growth needs to come by collecting customers from
competition
- Market's main sensitivity is Price
- Potentiate product ranges with higher added value, and clear
communication of final cost
- Higher presence in sectorial fairs and events for Branding
- Loss of Sales in main Ranges - Potentiation of main Categories through Advertizing
- Create effective incentives for Sales Team. Opportunity to
define interactive incentive Platform
- Low penetration in small Customers - Strategy for gaining new customers through Digital Positioning
to increase Visibility of Company, transferring them to
Distribution
- Costs increase - Redefine Product and Customer Mix
- Sales increase 2012 needs to cover Cost increase & Inflaction
rate
16. 16
MARKETING INITIATIVES
COMPETITION BENCHMARK
Objective:
To identify, compare and communicate the added value of our products vs competition:
- Creation of Database with main product parameters: List price, dilutions, R&D tests, …
- Graphic impactful communication tool for Sales Team based on templates by product.
Example:
17. 17
MARKETING INITIATIVES
INCENTIVE PLATFORM
Objective:
To provide a tool for making Incentive Plans effective, by means of an interactive
application that allows the Sales Team full control of their results and awards.
Description:
Global Services
• Web platform, supported by Database
• Multiuser & Multiproduct
• Independent moduls which allow isolated or
interrelated implementation
Programmer Platform
• Programming tool that allows building
incentive plan.
• Creates access levels to Users.
• Preparation of Incentive statistics.
User Platform
• Supplies access to Sales team via web
to active incentives.
• Feasible for Sales Team ES, Sales
Team PT & Distribution without
interrelation among them.
• Follow-up of personal incentive plan
New Awards
• Promotion by points, accessible via bank
cashier (<300€).
• Customized pack for Christmas.
• Adventure pack.
• Other packs: Luxury catering at home
+
=
INCENTIVE PLATFORM 2012
18. 18
13.000 searches per month related with
our market in Iberia.
Currently, 14 clicks per month in Iberia for the products of our
company. The number of clicks is 166.000 worldwide.
If we are able to catch 0,25% would mean 300
visits/month to our web page.
We would then be able to increase the search of
our products
Turning into more Branding,
knowledge of the Company
and New Customers
MARKETING INITIATIVES
DIGITAL POSITIONING
Small size customers can be transferred to Distributors