Marketing Plan - Part II - MGCR 352 Principles of Marketing

Section 1: Marketing Mix

Use the questions below to help you determines the typical aspects of a marketing mix.

Products & Pricing

What does your product look like? How is it packaged? What makes it different from other similar products?
What is its Product Life Cycle?
What is the pricing strategy and margins for your product?
For inspiration, see trendwatching.com and the Branding Research Library
For details about existing brands and products, and popular brands in a given industry, see the Company Research guide and the Industry guide.

Distribution & Promotion:

How will consumers learn about your product?
How and where will the product be distributed?
How will it be displayed?
For advertising rates and information, see the Advertising guide.

Section 2: Financial Evaluation

Use the resources below to get started on determining projected sales and profits, and industry financials that you can use to determine your financial evaluation.

Canadian Industry Statistics
Canadian Industry Statistics (CIS) analyses industry data on many economic indicators using the most recent data from Statistics Canada. CIS looks at industry trends and financial information, such as GDP, Labour Productivity, Manufacturing and Trade data.

Mergent Online
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Company reports including annual reports, company history, executive profiles, financials, supply chain data, etc. (International)

Business performance and ownership: financial statements and performance
see the financial performances of different Canadian industries, including service industries
Quarterly financial statistics for enterprises
scroll down to find the most recent ratios for Canadian industries (broad categories) to see if your industry is growing.
Financial Performance Tool
Composite financial data, ratios, margin for small business (between 30K and 5 million in total annual revenues). Useful for determining costs in a given industry. Organized by NAICS (North American Industry Classification)

Section 3: Foreign Entry Potential

To find and justify your foreign entry potential, you can use these databases to review international markets and find the best fit for your product.

Passport (Euromonitor)
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Passport has a global perspective and you can search for different products and markets in various countries to see how they perform.
License information can be found here: License Terms of Use
MarketLine Advantage
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MarketLine has global industry reports that can be used to determine the market potential for your product across the globe. MarketLine also has country reports (include PESTLE anaylsis) to aide in rounding out our knowledge on a specific country.
World Factbook
World Factbook contains comprehensive reports on over 250 countries, including demographic data, economics, government structure, and an overview of the business culture.

Section 4: Implementation

While working on your implementation section, you may have gathered key data from the various reports to help you make these decisions. To help put all this data together, feel free to consult some of our marketing plan guidebooks and resources here at the library!

You can find other books in our catalogue here.

Promotional Marketing by Roddy Mullin In today's connected world, promotion is fundamental to everything we do to drive business. This is a new edition of an established book, updated with the latest research on the shopper/buyer and how to reach their 'tipping point' when the decision to buy is made, now covering mobile, online and bricks-and-mortar sales and marketing. This book clarifies why a focus on the customer is key, and how to communicate with them from even before they discover a want or need, to the point of purchase and after. The author of this important book explains how and when to use suppliers (agencies, printers, insurers, etc.) for promotions of all types, including advertising (outdoor, on websites and in print), experiential marketing (road and trade shows, exhibitions, merchandising) and sales promotions (in-store/web and mobile promotion offers). Processes describe and explain how to implement promotional marketing to achieve business objectives. Promotional Marketing is a practitioner guide to sales and marketing for agencies, entrepreneurs and small businesses and those seeking a career in retail. It is packed with real-life and award-winning case studies and practical briefs (NatWest, Diageo, Sainsbury's, Shell and Radisson, for example) as a starter for when the client needs a creative answer yesterday! It is also tuned to those studying, providing a chapter on how marketing and sales fit into business.
ISBN: 9780203705810
Publication Date: 2018-05-15
Emarketing Excellence by Dave Chaffey; P. R. Smith Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.
ISBN: 9781138191709
Publication Date: 2017-05-17

MGCR 352 Principles of Marketing

Librarian

Liaison Librarian for Management and Business

Section 1: Marketing Mix

Section 2: Financial Evaluation

Section 3: Foreign Entry Potential

Section 4: Implementation