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THE-ROGOVIN-GROUP’S Four Staged
Sequential Process for the
Development of a Marketing Plan |
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1
- INFORMATION GATHERING |
Marketing
Data |
Sales Data |
Internal |
External |
History |
Senior
Management Discussions:
• Financial
• Product Development
• Manufacturing
• Sales
• Marketing
• Advertising |
Field Investigation |
Product Mix |
| On-Line Intelligence
Gathering |
Competitive Issues |
| Highly Targeted
Market Research |
Sales Force Make-Up |
| Trade Show Observation |
Geographic Goals |
| Corporate Information
Audit |
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Distribution Goals |
| Management Ideation
Retreats |
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New Markets |
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Forecasts |
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Monitoring Procedure |
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2
- CREATING THE MARKETING/SALES PLAN |
| • Objectives |
• Strategies |
| • Forecasts |
• Cash Flow Requirements |
| • Funding Concepts |
• Evaluation Techniques |
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3
- DEVELOPING THE MARKETING AND
SALES
PROGRAM FOR THE FOLLOWING CATEGORIES: |
Sales |
Trade |
End-User |
| Training |
Direct
Mail |
Advertising/Direct
Mail
• Retail Directed
• Direct Market Oriented |
| Compensation |
Trade
Advertising |
| Incentives |
Buyer
Incentives |
Public
Relations |
| Sales
Force Development |
P.O.P. |
Web
Site Development |
| Sales
Detailing |
Pricing/Dating
Programs |
Special
Promotions
• Sweepstakes
• Joint Promotions
• Cause-Related Promos
• Premiums/Incentives
• On-Pack Incentives |
Interactive
Communication
Procedures |
Co-op
Allowances |
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Trade
Show Participation |
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Formalized
Sales Presentations |
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4
- INCREASED DISTRIBUTION, SALES,
MARKETSHARE, AND AWARENESS |
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