B R I A N W S T E E Ldeveloping higher performance
Starting in BusinessThe Marketing Plan
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
Objectives
Focused on a specific outcome not an activity.
Be:SpecificMeasureableAchievableRealisticTime- Framed
To be a leading...
By providing a customer led...
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
Financial Objectives
Targets need to be based on realistic financial assessments of each income stream.
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
Strategies
Begins with what you intend to supply.
How you intend to supply
Principle customer base
The business model
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
Strategies
Using what forms of promotion – how are you going to attract and communicate with potential and existing customers?
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
Strategies
Advertising - where, when, how.
PR – What opportunities will present
Web – How will you use a Web Site, Will you have one?
Web Media – Does the opportunity to reach customers come via the likes of a NewsLetter, Facebook, Twitter etc?
Can you take advantage of E-Marketing and or E-Commerce?
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
SWOT analysis results
Key elements of full analysis.
Major drivers of positive [strengths/opportunities] or negative [weaknesses/threats] effects.
Emphasis on 5 main competitors
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
Marketing Mix
Specific activity and what you expect to achieve as a result of the activity.
Mix of activities across business year. What is planned, why and when.
B R I A N W S T E E Ldeveloping higher performance
The Marketing Mix
Product:Customer needsFeaturesBenefitsProduct nameBrand [ing]Differentiation
PriceValue to buyerIs there a price point?Is it price sensitive?Trade discounts?How does your price compare?
TargetMarket
Place:Where do customers buy?Can you access distribution?Sales force?What do competitors do?
Promotion:Where and when to market?What media to use?When is best time?How does competition promote?
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
Free download from dropbox.com
B R I A N W S T E E Ldeveloping higher performance
The marketing plan
Now for your plans...