[MUSIC] Hi, welcome again to the marketing plan discussion on. Now, we're going to talk about the four parts of the marketing plan. We have all been introduced to these four parts, but now we're going to explore them in more detail and the model that we are going to use, basically is the one that is going to help us answer the four main questions that you always have to address in a marketing plan. And I think it's a good, an intuitive model that I've been using for a long time and I think it's useful, it's practical and it's going to help you put together a good marketing plan. One thing that I would like to basically introduce you to is that we're going to use a case, as an example for many of the different parts of the marketing plan. The case that we're going to use is a case that was read by me and is basically the case about the Nissan Leaf introduction in the German market. The Nissan Leaf is a very special car, because it's an electric car, full electric and the case was read in the moment that the car was going to be launched in the German market, a very challenging market. So from time to time in different stages of this discussion, I'm going to refer to the Nissan Leaf case and to the Nissan Leaf example. So I think it's advisable that you read the case carefully, there always to know exactly what we're talking about. So, let me now take you to the four parts of the marketing plan. The first one is the analysis where, basically, we divide the analysis in two parts, just common sense. External analysis and internal analysis. We look at the outside and we look at the inside. What is what we're looking for? Always we're looking for opportunities. We don't analyze just for analysis. We look for opportunities in the market. So basically, we look at the outside in the external side. And in the internal side, we look at our own probable service, the one that we are actually marketing. Example of the Nissan Leaf case. So basically, in the external analysis, we will look at the market. In this case, the German car market. We look at the, for example, in the external side, competition again in the car market, electric car market, German car market. We look at the customer, the different types of customers in this market. Again, the german for market. So basically, we're trying to figure what is the situation from the external side of the analysis. Next is going to the internal side and what is what we care for? What are we looking for? We want to know what is special? What is unique? What are the elements of differentiation of this protocol service that we can use in our marketing plan? So in the internal side, we're going to focus on that. Again, in the Nissan Leaf case, for example, where we try and figure what is different, special and unique about this specific product, which is the electric car. Second stage, the marketing strategy. The idea of defining where we want to be. Here's where we define objectives. What type of objectives? Simple, some financial objectives. They are always in the marketing plan. Some known financial objectives and you would say, what are known financial objectives? Well, marketing and brand related objectives, then customer objectives. Meaning, what is my objective? Attracting new customers or retaining an increasing loyalty among the customers that I all ready have. So, these are what we call customer objectives. Finally, the most important part of the marketing strategy. Defining strategic objectives. Meaning, target segment and positioning. Target segment being the segment, the group of customers that I'm trying to reach with this marketing plan and positioning. Meaning, the idea, the perception that I want to create for my brand. So, target segment and position. The third part will be the marketing mix definition. It's basically finding how do you get there and here, we're going to focus in product strategy, pricing strategy, distribution channel strategy and communication strategy. Remember, this part is going to be the longest part in your marketing plan. So, it's very important. And finally, we're going to go to the expected results. And the expected results is basically, the results that we're going to deliver at the end of the marketing plan. And the easiest way to present this is with our profit and loss account where basically we define sales, minus product costs, living a gross continuation. And from that, we take marketing expenses living a net contribution. With that, basically will be done. That will be the four parts of the marketing plan. Thank you. [MUSIC]
