Understanding the Marketing Plan
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Transcript Understanding the Marketing Plan
Understanding the
Marketing Mix
and Marketing Plan
Marketing Mix
Every plan will be different because every business is different.
Decisions about the Marketing Mix – 4 P’s – is the foundation of a
marketing plan.
Product
Price
Place
Promotion
Answers to these questions will be a guide to developing the
actual Marketing Plan and Action Plans.
Product Decisions
Quantity?
Sizes?
Packaging?
Warranty?
Design and Image?
Logo/Slogan?
Price Decisions
Cost of goods to produce?
Markup?
Profit Margin?
Break-Even Point?
List price Vs. Selling Price?
Comparison with competitors?
Place Decisions
How/Where products will be sold?
Distribution & Logistics?
Warehousing?
Inventory?
Order Processing?
Delivery of Product?
Promotion Decisions
Advertising?
Sales Promotions?
Reward Programs?
Special Events?
Public Relations?
Customer Service/Return Policies?
What is a Marketing Plan?
Written document that defines the target
market and describes the promotion and
marketing efforts to achieve one or more
marketing objectives for a specific time period.
Written each year but sometimes modified as
the business’s progress and situations change.
Describes a business’ marketing objectives and
the strategies and tactics to achieve them.
Parts of a Marketing Plan
Situation Analysis
Marketing Objectives
Marketing Strategies
Marketing Tactics
Action Plan
All marketing plans should include this basic
information
Situation Analysis
Snapshot of the environment in which the
business has been operating
Introductory statement
Target Market
Competition
Target Market
Define by using demographic, geographic, economic,
behavioral, and psychographic information.
Estimate the total size of the target market.
Include information gained that describe market trends.
Describe factors that may affect purchasing – season,
price, availability, emotions, services, etc.
Competition
List both direct and indirect competitors
Outline the product line and what they offer
Describe your business’ advantage
Explain why your product is different or
better – more variety? Better pricing? Better
sizing?
Marketing Objectives
The goals a business wants to achieve during a
given time
Most have both corporate and marketing goals
May be short term – achieved in less than a year
May be long term – achieved in a year or more
All marketing objectives should be written as
SMART goals
SMART Goals
S = Specific
M = Measurable
A = Attainable
R = Realistic
T = Timely
Marketing Strategies
Decisions made about product, price,
place, and promotion
Outline of the who, what, when,
where and how of the marketing
process
Marketing Tactics
Specific activities to carry out the marketing
strategies.
Every marketing strategy will have a set of
tactics designed to accomplish it
Usually the longest section because it lists
very specific activities
Action Plan
Time Line – lists when each activity starts and where it
happens, the end date and who is responsible – also
keeps business on track and keeps plan moving
forward
Budget – costs to implement the marketing and
promotional activities
Metrics – the way we measure the effectiveness of a
project – marketing is very expensive so business’ want
to make sure they have a return on their investment
Format the Marketing Plan
At some point, the marketing plan may be presented to
investors and employees
Make sure it is well written and paragraphs fully explain
the marketing plans
Grammatically correct, words appropriate and
punctuation accurate
Exciting, enthusiastic and attractive
Unique – be creative