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How to create a Successful
Marketing Plan
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What is a Marketing Plan ?
A marketing plan is the blueprint or the map you
intend to follow in order to achieve your goals. If you
are planning for existing programs, the plan will
incorporate the strengths of your current effort with
needed changes and improvements. If the plan is
for a brand new product or service, it will pull all the
elements together for an effective start on
marketing.
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Why have a marketing plan?
 To find out where you are
 To know where you’re going
 How to get there
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Some considerations
See it as a process
Form a team
Keep it simple
Develop a time-frame
Give it a life
Get feedback
Have a simple revision process
Consistent with mission statement
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What does the process involve?
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Components of a marketing plan
 Mission Statement
 Marketing Strategies
 Executive Summary
 Identify Resources
 Internal Analysis
 Implementation Plan
 External Analysis
 Marketing Budget
 Objectives
 Evaluation Methods
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Mission Statement
A clear, concise description of:
The organizational identity
What business is the organization really in
Results the organization wants to accomplish
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Some considerations
A mission statement describes who the organization is and what
business it’s really in.
It’s what makes the organization go–reflects its internal and
external perception.
It must be understood by everyone.
It drives the organization and dictates how things are done.
It should be kept simple.
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Mission Statement
McDonalds Restaurants
“Quality, Consistency, Cleanliness, Service.”
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Executive Summary
An overview
Readable and concise
Summary of main objectives of the plan
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Internal Analysis
Background
 Current status
 Future directions
 Current resources
 Strengths and weaknesses

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External Analysis
Economy
Demographics
Trends
Competition
Target market
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Opportunities and Threats
Environment produces both
Estimate probability
Severe, not severe
Very likely, very unlikely
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The Competition
Who they are
 Product/service features
 Pricing, packaging, promotion
 Competitor strengths/weaknesses
 How are you different?

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Customers and Target Markets

Current and potential customers

Customer requirements

Market clusters
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Marketing Strategies

Customers/target markets

Programs and services

Packaging

Pricing

Promotion
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Implementation Plan

Steps

Responsibility

Deadlines

Budget
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Marketing budget
 Advertising/media
 Direct mail
 Databases
 Printing/production
 Mailing
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Evaluating the marketing plan
 Success measures
 Completion of action dates
 Accomplishment of goals and strategies
 Results
New/repeat customers
Win rate on sales
Average size of contracts
Revenue
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Summary
The marketing plan
It’s a process!
It has discipline
It results in a positive ROI
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Reasons to join
To get FREE marketing content
To get free downloads
To get discounts on our services
To get access to our resource centre
Many other Powerpoints in this series
in the members area
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