How to build a Marketing Plan: 
00   01   02   03   04   05    06     07   08   09   10   11   12   13   14   15


06 - "Matrioshka" (Russian dolls)

marketing planning system 

=> Draw a table of objectives
     for each doll
(each level / unit)

Level 1

(the biggest doll) The whole business

Levels 2-3

Each customer segment + each product type

Levels 4-5

Each distribution channel
+ each branch / store /department

Level 6

(the smallest doll) Each seller

  Example of a detailed table of objectives for the unit X

Numbers (or amounts) of products / services sold, 
or average numbers (or amounts) outstanding

Customer
types

Existing products

New products

Total

Pr. A

Pr. B

Pr. C

Etc.

Pr. D

Pr. C

Etc.

Existing custom.

 

 

 

 

 

 

 

 

* Segment A

 

 

 

 

 

 

 

 

* Segment B

 

 

 

 

 

 

 

 

* Segment C

 

 

 

 

 

 

 

 

* Other segm.

 

 

 

 

 

 

 

 

New customers

 

 

 

 

 

 

 

 

* Segment A

 

 

 

 

 

 

 

 

* Segment B

 

 

 

 

 

 

 

 

* Other segm.

 

 

 

 

 

 

 

 

Total

 

 

 

 

 

 

 

 

=> The Action Plan includes marketing actions
for any of those boxes or groups of boxes.

=> Put an important salary bonus weighing
on the most strategic customer / product pairs).

separ

  Marketing section:  Marketing section table of contents: 00 
Description slides
:   01   02   03   04   05   06   07   08   09   10   11   12   13   14   15
See also my Management / Marketing articles in English migrated from Google Knol
Other resources (external links):  MarketingPower  /  QuickMba

This page last update: 07/04/13     Disclaimer /Avertissement légal