Venture Planning Partners excellence in Marketing and Advertising goes hand in hand with our Strategic Planning and New Business Develpment core competencies.
Our in-depth knowledge and experience in the Marketing Planning Process is World Class and our consulting will take you through a proven step by step process to formulate the right Marketing Plan for your company or your individual brands and products.
The following graphic shows a standard metholdogy we use at Venture Planning Partners to help our clients understand the competitive aspects of their markets and the relative strengths of their company and brands. Another assessment tool we often use is the Product Life Cycle and we have a wealth of insight on how to intrepret your brand's situation and the impact your product's life cycle has on your competitive strategic alternatives. Our marketing assessment will usually include a close examination of all the Environmental Macro Trends for Assessing Market Attractiveness for your company's brands and products. This process allows us to then Identify the Key Issues and Opportunities for your business from which we then craft the key Marketing Strategies and the Key Drivers of Growth for your business.
In developing your company's or brand's Marketing Objectives, Strategies and detailed Tactics and Executions we will integrate the 3 key Marketing Planning Philosophies at all stages of this process. We have a wealth of experience in working with a range of Segmentation Models, including Mulit-Dimensional Scaling and Psyte Cluster Analyis.
In addition to all of the considerations of segmenting consumer markets, Business & Government Markets can be segmented based on more complex and rational purchasing decision behaviour as well as other criteria such as Industry Classification Systems, Buyer location and Buyer needs. Once your brand's Target Market and Positioning Strategy is determined, then we are ready to develop an Integrated Marketing Communicatons [IMC] plan for your business or brand. Tom Duncan, director of the IMC graduate program at the University of Colorado at Boulder, developed a model of the IMC process that portrays how a variety of functions work together sequentially.
At Venture Planning Partners we passionately believe the key to developing really great creative all starts with REALLY understanding the consumer and the consumer's decision making process. Understanding Consumer Behaviour is all about how Personal Influences on Decision Making leads to Learning and how this in turn leads to Attitudes and Interest and evaluations or feelings about objects or ads which a consumer may become perceptully aware. At Venture Planning Partners we have developed a proven methodology to developing really great ads.
Once we select the right target market for your brand we then move onto the next phase of the marketing process, Positioning.
Another IMC model called The Schultz model emphasizes the elements and processes involved in executing an IMC program. This made be a Low Level of Involvement where attitudes are weak and may be easily changed and influenced OR a High Level of Involvement which requires far different creative and media strategies due to the fact that consumer attitudes are strongly held and this requires that marketing messages must be integrated with previous knowledge.
If you would like to learn more or to arrange for an assessment of your current creative please contact us. The Duncan model uses a step-by-step approach to portray how IMC creates the synergy to build relationships. Not just customers but also employees, stockholders, competitors, neighboring residents, the press.


Organizations must proactively seek stakeholder input and listen to the customer’s voice. The level of a consumers's involvement in turn must also be understandood in the context of the Interpersonal AND the Non-Personal Influences on Consumer Decision Making. All these influencers have a major direct bearing on the Consumer Decision Making Process and on-going learning which leads to Consumer Habits and Brand Loyalty.
At Venture Planning Partners we passionately believe that long term sustainable success is all about how your company or brands position themselves as different from your competitors. This allows us to make a thorough and detailed assessment of your brand's positioning alternatives and most desired position.
The business domain of the organisation consists of the customer groups that will be served, basic products that will be offered and the technology involved. A well- defined business mission statement should provide a view of what an organisation seeks to accomplish and the markets and customers it seeks to pursue now and in the future.
BreakthroughAn additive opportunity more fully exploits already existing business resources. The paper manufacturer who extends his marketing from the commercial printer to the office reproduction field is one such example.
Additive opportunities should not be allowed to take resources away from complementary or breakthrough opportunities.The complimentary opportunity will change the structure of the business. It offers something new which, when combined with the present business, results in new total larger than the sum of its parts. The breakthrough opportunity changes the fundamental economic characteristics and capacity of business.The story of Xerox Corporation is a breakthrough story.
The Haloid Corporation (as Xerox was then called) was a very small organisation which identified the opportunity and the rest is history.Likewise the organisation must detail the threats faced.
This analysis is performed so that the opportunities that have been identified have to be evaluated if they can be used by the company on the basis of S W. Any repetitive task is de-skilled and automated and hence less risk or failure and mistakes.An industrial organisation also faces weakness. The weakness could be that the departments of the organisation are unable to work as a team. Geographic sources of competition are becoming wider.The industrial market environment and how different factors affect the firms doing industrial marketing is show in Fig.
Xerox had failed to pay attention to these new competitors and lost a huge chunk of its market as a result.3.
Customer Analysis:Strategic planning is ultimately driven by the marketing perception of the strategist as to how and why customers behave as they do and how they are likely to respond to various elements of the marketing mix. Market Segmentation, Targeting and positioning:A well-developed strategy of market segmentation, targeting and positioning contributes to effective marketing planning.


A single product or marketing approach cannot appeal to the needs and wants of a group of potential customers. The Formulation of Strategy:Even though we are concerned with formulating a marketing strategy, it needs to be recognised that these strategies are dependent on business unit plans which in turn depend on the corporate strategies. At the corporate level, the decisions made are concerned principally with the corporate strategic plans and how best to develop the long- term profile of the business.This, in turn involves a series of decisions on the levels of resource allocation to individual business units according to the business unit strategies. To analyse the present position and growth potential of these units, two of the best known business portfolio evaluation models are available.
Question marks are businesses operating in high growth markets but with a low relative market share. Stars are those products which have moved to the position of leadership in a high growth market. Harvest:Increase short term cash flows as far as possible, even at the expense of the SBUs longer term future. Industry attractiveness can be defined in terms of size and growth potential of the market, competitive structure, industry profitability and environmental impact. After the corporate and the business unit (or SBU) strategy, the marketing plan (which includes marketing strategy) should be developed at the functional level.4. The Promotional Plan:Marketing communications represent the most visible face of the organisation.
The question of how the communications program is to be managed is therefore a fundamental part of the strategic marketing task. The relationships that exist between the communications or promotions mix and the other elements of the marketing mix are illustrated below in Fig. The Distribution Plan:A significant and increasing part of many organisations is expenditure that is incurred in keeping their products on the move through the channels of distribution.
The distribution plan focusses on the set of decisions relating to the processes which are concerned with the flow of supplies, intermediaries and end users. The success of getting orders with determines the volume and hence influences distribution planning in a significant way.Similarly, the level of customer satisfaction (which will be affected by the efficiency of distribution) will affect the placing of repeat orders. Major decision areas in channel management are formulating the channel strategy, designing the channel structure, selecting and motivating the channel members, co-ordinating channel strategy with the marketing mix and evaluating channel member performance.5. The strategists must develop understanding, a commitment and skill to deal proactively with new situations.Fig.



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