Marketing Plan Template – and finally…
Some useful ‘general’ Marketing Plan theory which you may find helpful when considering putting your Marketing Plan together.
- Consider: where are you now, where do you want to be, how might you get there?
- Consider: PEST, the Political, Economic, Social and Technological environments.
Think about the following when evaluating where you are now: Strategic, organisation, systems, productivity, functional mix, suppliers, customers, competitors, distributors, employees.
Consider what you want to achieve: Set objectives – Increase trial, increase loyalty, widen usage, create interest, increase repeat purchases, increase upsell value, deflect attention from price, increase market share, increase volume.
What is your commercial and brand strategy? High price, low volume – low price, high volume? Bargain brands, premium brands. Create a simple matrix and plot your position. Then consider how you deliver on that position. Existing clients, new clients, existing products, new products, diversification or new product development? Also – consider where you are now and where you want to be – is there a gap? How do you plan to bridge that gap?