Powerhouse Marketing Plans: 14 Outstanding Real-Life Plans and What You Can Learn from Them to Super
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【推荐级别】
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☆☆☆☆☆
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【下载次数】 |
14 次 |
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【作者】 |
Winslow "Bud" Johnson
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【出版社】 |
AMACOM
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【文件格式】 |
CHM
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【ISBN】 |
0814472192
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【资料语言】 |
英文
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【文件大小】 |
588.78KB
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【上传时间】 |
2008-07-22
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【共享者】 |
gj05245515
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资料说明：
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Powerhouse Marketing Plans: 14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns
by Winslow "Bud" Johnson ISBN:0814472192
AMACOM ? 2004
This detailed book reveals the marketing plans that drive sales for some very well-known products. The author provides insightful analysis and a practical framework for applying these plans to any product in any market.
Table of Contents
Powerhouse Marketing Plans—14 Outstanding Real-Life Plans and What You Can Learn from Them to Supercharge Your Own Campaigns
Foreword
Preface
Introduction
Part I - Marketing Plan Success Stories
Chapter 1 - Successful Marketing Plans Eliminate the Negatives
Chapter 2 - Successful Marketing Plans Often Solve Consumer Problems
Chapter 3 - Benefits Must Be Perceived by Customers
Chapter 4 - Consumer and Retailer Convenience Is Critical
Chapter 5 - Effectiveness Leads to Repeat Purchases
Chapter 6 - Preemptive Ventures Are Often Winners
Part II - Sample Marketing Plans
Chapter 7 - Secondary Research to Develop Market Reviews
Chapter 8 - Using Telephone Surveys in Completing Market Reviews
Chapter 9 - Market Reviews Completed with Online Surveys
Chapter 10 - Focus Groups Can Be the Key to Understanding the Consumer
Chapter 11 - Using Online Consumer Qualitative Research
Chapter 12 - Using Ethnographic Research t o Understand Consumers
Chapter 13 - The Role of Trade Research in Marketing Planning
Chapter 14 - Putting It All Together
Index
List of Tables
List of Examples
Foreword
‘‘No matter what the field or profession, the ‘great ones’ always teach.’’ A friend recently shared this thought with me, and the more I contemplated what she’d said, the more I became convinced she was right. In the field of marketing, in my 30 years working to help companies be more innovative marketers, I’ve met fewer than a dozen ‘‘great ones.’’ Bud Johnson makes the short list of great ones. Yes, he is an immensely talented and creative marketer. But he’s also a great teacher. And I should know. I was one of Bud’s first ‘‘students.’’ The first marketing plan I ever developed and wrote (for a new line of fishing tackle) was under the encouraging and creative eye of Bud Johnson. I could have had no better teacher.
And now Bud continues his role as teacher, only on a much broader scale, with the publication of Powerhouse Marketing Plans. And, much as when I had the privilege of starting out with Bud, Powerhouse Marketing Plans, provides the realest of a real-world education on how to conceptualize, plan, and implement innovative new marketing ventures. What’s so wonderful about this book (and a testament to Bud’s skill not only as a creative marketer but as a gifted teacher), is that it can be read at many levels, no matter what the reader’s business experience, background, talents, or interests.
At one level (the most basic of levels), you can use these sample marketing plans, to guide and model—almost as a template if you will—any marketing plan you have to create. Any (or all) of the fourteen marketing plans will help you make sure you’ve asked the questions you should be asking, considered all the elements you should be considering, and been clear about the assumptions you’re making in your plan. Furthermore, if need be, you can adapt the form and formats of these plans to help you actually write your marketing plan.
On another level, the stories behind the marketing plans can provide inspiration and guidance to the novice and veteran marketer alike, especially when faced with a difficult marketing challenge. Seeing how Bud and his clients solved some of the seemingly insurmountable marketing challenges on the way to developing such marketplace successes as L’eggs pantyhose or Philips long-lasting light bulbs is tremendously helpful, if only in knowing that with enough persistence and creative thought, most problems can somehow be solved. The fact, too, that Bud has intentionally included several lessthanexciting, commodity-type products makes these examples, to my mind, all the more inspiring. Knowing, for instance, that Wooster Brush was able to substantially increase the size of their mini paint roller business with a single, well-executed idea may be a source of hope for the innovation manager charged with developing innovations like laundry detergents, deodorants, or toothpaste. My guess is that many of the marketing challenges that Bud describes in the book, at some level, will not be too very different from the marketing and growth challenges you are now facing or will someday face on your current or future new business ventures.
On a third level, the stories behind the marketing plans are fun to read, while adding to your general business knowledge and education. I like to think of these stories as a kind of Indiana Jones adventure for the marketing mind. As in any new marketing venture, you really have no idea what’s going to happen. All you know for sure is that you’re in for one hell of a ride.
Specifically, Part One of Powerhouse Marketing Plans gives the inside story—literally from wish to launch—of six real-world marketing success stories. Part Two gives eight ‘‘sample’’ marketing plans, disguised for the purposes of client confidentiality, but no less real or instructive than the case studies and marketing plans in Part One. In all fourteen chapters, actual marketing plans have been selected from scores of alternatives, most of which Bud has worked on over the years, because of their variety and ability to elucidate different elements of marketing venture creation within vastly different industries.
What I find uniquely valuable about Powerhouse Marketing Plans, unlike so many of the other business books I’ve read over the years, is Bud’s ability to provide the seminal thinking behind the marketing plan: why and how the venture was originally conceptualized, the inevitable challenges that come with creating something new, and ultimately how these challenges were overcome on the road to business success. As such, I think they provide an unequaled way to learn about how new business ventures happen in the real world.
Put another way, the true learning—and value—of Powerhouse Marketing Plans is its exploration of the details of new marketing ventures—and the interrelationship among these details. In this book, Bud has attended to the details of all the elements of the marketing mix: from name development to package creation; from display design to trade dealing, and price/value tradeoffs; from product positioning to marketing communications; from researching the competitive environment to understanding consumer segments and their unique motivations and interests. As such, we’re given a unique opportunity to look behind the curtain of marketing wizardry to see both the magic of directed creative thought and the incredibly hard work that’s required to get all the elements of the marketing mix to come together in an integrated way to create a unique new product with a compelling point of difference. If more marketing executives would read Bud’s book, one can’t help but think that new product failure rates would fall dramatically from the 80 to 90 percent levels they are at today.
Powerhouse Marketing Plans really has less to do with the actual writing and format of a marketing plan, and very much more to do with the creative thinking and problem-solving processes behind literally creating something out of nothing. Quotes from Dwight D. Eisenhower and my daughter Caroline come to mind as a way to sum up the essence and value of Powerhouse Marketing Plans.
Said Eisenhower about his plans to invade Europe on D-Day: ‘‘It’s not the plan, it’s the planning.’’
Said Caroline, dressed in a princess’s gown, staring at herself intensely in the mirror: ‘‘I have a magic wand, and I’m not afraid to use it.’’
Preface
A business can have a great financial plan, be well capitalized, and have the best products or services in its industry and a talented management team— but it won’t survive for long without profitable sales. One of the best publicized examples of this was the large number of dot.com failures. Many of those failed companies had outstanding web sites based on clever business concepts, but they just were not capable of generating sufficient profitable sales.
One of the best ways to ensure that the sales opportunities of a business are realized is through the development of a marketing plan. Ideally this is a written document that spells out, in detail, how the business intends to generate those new and continuing profitable sales. It should be a working document that is adjusted from time to time as the plan is implemented. This book focuses on the development of winning marketing plans. In the book, we’ll review the marketing plans of a number of highly successful products, such as L’eggs hosiery, Philips long-life lightbulbs, and EZ Change hearing aid batteries by Energizer. We’ll also identify the unique characteristics that differentiate successful from unsuccessful marketing plans. This is the only book that provides you with a series of real examples that can be used as models.
This book also shows a number of ways of significantly improving the odds of developing a successful marketing plan. Many of the successful marketing plans in this book share a number of characteristics. There are similarities in the attitudes of the people who have developed these marketing plans, in the reasons that the marketing plans were developed in the first place, and in the implementation processes employed as these successful business ventures were unfolded. By identifying the common traits in marketing plans that made it, this book provides readers with examples of how to proceed with their own marketing plans.
Who Should Read This Book
Powerhouse Marketing Plans is written for people who are—or would like to be—involved in the development of a marketing plan. The book has been written to be useful both to managers and executives in medium and largesized corporations and to individuals and small businesses.
Businesses
This book will meet many of the marketing needs of people in established businesses, small and large. For the smaller business, the book will give the CEO or marketing manager a road map that clearly illustrates how to proceed with the development of a marketing plan. For the large business, the book provides in-depth information about critical areas, such as clever ways of evaluating the perceptions of potential customers. The book will also serve as a checklist for these larger businesses, to help them ensure that all the important planning steps have been taken.
Individuals
Entrepreneurs and would-be entrepreneurs are ideal candidates to read this book because it spells out how to create a marketing plan for a potential new venture, even if you are a novice in business or if your new business idea involves a category unfamiliar to you.
All readers will be presented with all the major factors that should be considered when writing a marketing plan—and these factors are surprisingly similar regardless of the size of the business. Readers may choose to go into as much, or as little, depth as they feel is appropriate for their situation and personal background. Because of this, the book will be as useful for someone who is running or would like to start a part-time business as it will be for a marketing team in a Fortune 500 company.
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