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2 marketing planning

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Shobhit Bose
Shobhit Bose

Here is a 2-page assignment on the role and responsibilities of a Product Manager at Amazon: Page 1: Role of a Product Manager at Amazon Amazon is a leading e-commerce company that sells a wide variety of products online. At Amazon, the Product Manager plays a key role in the development and management of products. The main responsibilities of a Product Manager at Amazon include: - Developing the product vision and strategy: The Product Manager is responsible for defining the vision and roadmap for a product. This includes identifying customer needs, market opportunities, and developing a product strategy and roadmap. - Owning the product life cycle: The Product Manager owns all stages of the product life cycle from

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MARKETING PLANNING
 Product manager’s key responsibility is to develop the marketing plan.  A marketing plan is a written document containing guidelines for the business center’s marketing programs and allocations over the planning period. Marketing Plan
 To define the current situation facing the product  To define problems and opportunities facing the business.  Establish objectives  Define strategies and programs to achieve the objectives  To pinpoint responsibility  Encourage careful and disciplined thinking  Establish customer – competitor orientation. Marketing Plan Objectives
PLANNING Analysis Objectives, Strategies EVALUATING IMPLEMENTING The Planning Process
I. Executive Summary II. Situational Analysis III. Objectives IV. Product/Brand Strategy V. Supporting Marketing Programs VI. Financial Documents VII. Monitors and Controls VIII.Contingency Plans MARKETING PLAN
I. Executive Summary ◦ A one- to three- page synopsis of the plan providing highlights of the current situation, objectives, strategies, principal actions programs and financial expectations I. Executive Summary Marketing Plan Outline BACK
A. Category/ Competitor Definition B. Category Analysis C. Company and Competitor Analysis D. Customer Analysis E. Planning Analysis II. Situation Analysis Marketing Plan Outline
I. Situation Analysis A. Category/ competitor Definition B. Category analysis 1. Aggregate market factors a. Category size b. Category growth c. Stage in the product life cycle d. Sales cyclicity e. Seasonality f. Profits II. Situation Analysis Marketing Plan Outline
2. Category factors a. Threat of new entrants/exits b. Bargaining power of buyers c. Bargaining power of suppliers d. Pressure from substitutes e. Category capacity f. Current category rivalry 3. Environment factors a. Technological b. Political c. Economic d. Regulatory e. Social II. Situation Analysis Marketing Plan Outline
C. Company and Competitor analysis 1. Product feature matrix 2. Objectives 3. Strategies 4. Marketing Mix 5. Profits 6. Value Chain 7. Differential advantage/resource analysis. a. Ability to conceive and design new products b. Ability to produce/manufacture or deliver the service c. Ability to market d. Ability to finance e. Ability to manage f. Will to succeed in this category 8. Expected future strategies II. Situation Analysis Marketing Plan Outline
D. Customer analysis 1. Who are the customers 2. What do they buy and how do they use it? 3. Where do they buy? 4. When do they buy? 5. How do they choose? 6.Why they prefer a product. 7. How they respond to marketing programs. 8. Will they buy it again? 9. Long-term value of customers. 10. Segmentation. II. Situation Analysis Marketing Plan Outline
E. Planning assumptions 1. Market Potential 2. Category and Product sales forecasts 3. Other assumptions II. Situation Analysis Marketing Plan Outline BACK
III. Objectives A. Corporate objectives B. Divisional objectives C. Marketing objective(s) 1. Volume and Profit 2. Time frame 3. Secondary objective(s) 4. Program (marketing mix)  Where do we want to go? III. Objectives Marketing Plan Outline BACK
IV. Product/ Brand Strategy A. Customer target(s) B. Competitor target(s) C. Product/service features D. Core Strategy 1. Value proposition 2. Product positioning  How are we going to get there? IV. Product/Brand Strategy Marketing Plan Outline BACK
V. Supporting Marketing Programs A. Integrated marketing communication plan B. Advertising C. Promotion D. Sales E. Price F. Channels G. Customer management activities H. Website I. Marketing Research J. Partnership/Joint ventures  Implementation part of a plan, decisions about above items… V. Supporting Marketing Programs BACK Marketing Plan Outline
VI. Financial Documents A. Budgets B. Pro forma statements  Financial reports, Profit & Loss or Income statements VI. Financial Documents Marketing Plan Outline BACK
VII. Monitors and Controls A. Budgets B. Secondary data C. Primary data  Research, measure progress… VII. Monitors and Controls Marketing Plan Outline BACK
VIII. Contingency Plans  As markets are dynamic, new products or new competitors etc. VIII. Contingency Plans Marketing Plan Outline BACK
 Select an organization, find out whether “Product Manager” position exists or not, if yes, find their job responsibilities/ job profile.  Submit in 2-3 pages.  Submission closes on Friday (13th July 2012,9.05 am). ASSIGNMENT No. 1

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2 marketing planning

  • 2. Product manager’s key responsibility is to develop the marketing plan.  A marketing plan is a written document containing guidelines for the business center’s marketing programs and allocations over the planning period. Marketing Plan
  • 3. To define the current situation facing the product  To define problems and opportunities facing the business.  Establish objectives  Define strategies and programs to achieve the objectives  To pinpoint responsibility  Encourage careful and disciplined thinking  Establish customer – competitor orientation. Marketing Plan Objectives
  • 4. PLANNING Analysis Objectives, Strategies EVALUATING IMPLEMENTING The Planning Process
  • 5. I. Executive Summary II. Situational Analysis III. Objectives IV. Product/Brand Strategy V. Supporting Marketing Programs VI. Financial Documents VII. Monitors and Controls VIII.Contingency Plans MARKETING PLAN
  • 6. I. Executive Summary ◦ A one- to three- page synopsis of the plan providing highlights of the current situation, objectives, strategies, principal actions programs and financial expectations I. Executive Summary Marketing Plan Outline BACK
  • 7. A. Category/ Competitor Definition B. Category Analysis C. Company and Competitor Analysis D. Customer Analysis E. Planning Analysis II. Situation Analysis Marketing Plan Outline
  • 8. I. Situation Analysis A. Category/ competitor Definition B. Category analysis 1. Aggregate market factors a. Category size b. Category growth c. Stage in the product life cycle d. Sales cyclicity e. Seasonality f. Profits II. Situation Analysis Marketing Plan Outline
  • 9. 2. Category factors a. Threat of new entrants/exits b. Bargaining power of buyers c. Bargaining power of suppliers d. Pressure from substitutes e. Category capacity f. Current category rivalry 3. Environment factors a. Technological b. Political c. Economic d. Regulatory e. Social II. Situation Analysis Marketing Plan Outline
  • 10. C. Company and Competitor analysis 1. Product feature matrix 2. Objectives 3. Strategies 4. Marketing Mix 5. Profits 6. Value Chain 7. Differential advantage/resource analysis. a. Ability to conceive and design new products b. Ability to produce/manufacture or deliver the service c. Ability to market d. Ability to finance e. Ability to manage f. Will to succeed in this category 8. Expected future strategies II. Situation Analysis Marketing Plan Outline
  • 11. D. Customer analysis 1. Who are the customers 2. What do they buy and how do they use it? 3. Where do they buy? 4. When do they buy? 5. How do they choose? 6.Why they prefer a product. 7. How they respond to marketing programs. 8. Will they buy it again? 9. Long-term value of customers. 10. Segmentation. II. Situation Analysis Marketing Plan Outline
  • 12. E. Planning assumptions 1. Market Potential 2. Category and Product sales forecasts 3. Other assumptions II. Situation Analysis Marketing Plan Outline BACK
  • 13. III. Objectives A. Corporate objectives B. Divisional objectives C. Marketing objective(s) 1. Volume and Profit 2. Time frame 3. Secondary objective(s) 4. Program (marketing mix)  Where do we want to go? III. Objectives Marketing Plan Outline BACK
  • 14. IV. Product/ Brand Strategy A. Customer target(s) B. Competitor target(s) C. Product/service features D. Core Strategy 1. Value proposition 2. Product positioning  How are we going to get there? IV. Product/Brand Strategy Marketing Plan Outline BACK
  • 15. V. Supporting Marketing Programs A. Integrated marketing communication plan B. Advertising C. Promotion D. Sales E. Price F. Channels G. Customer management activities H. Website I. Marketing Research J. Partnership/Joint ventures  Implementation part of a plan, decisions about above items… V. Supporting Marketing Programs BACK Marketing Plan Outline
  • 16. VI. Financial Documents A. Budgets B. Pro forma statements  Financial reports, Profit & Loss or Income statements VI. Financial Documents Marketing Plan Outline BACK
  • 17. VII. Monitors and Controls A. Budgets B. Secondary data C. Primary data  Research, measure progress… VII. Monitors and Controls Marketing Plan Outline BACK
  • 18. VIII. Contingency Plans  As markets are dynamic, new products or new competitors etc. VIII. Contingency Plans Marketing Plan Outline BACK
  • 19.  Select an organization, find out whether “Product Manager” position exists or not, if yes, find their job responsibilities/ job profile.  Submit in 2-3 pages.  Submission closes on Friday (13th July 2012,9.05 am). ASSIGNMENT No. 1