Marketing Plan Template - before I finish...some useful theory
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?
SEGMENTATION: Identify, build and profile evaluation on the following: Age, demography, consumer life cycle, socioeconomics
TARGETING: Identify commercially viable segments on the following: Undifferentiated, differentiated, target, focus.
POSITIONING: Product and market position: Leaders, challengers, followers, nichers.
Now you are into, Implementation - the HOW you might communicate:
- Promotional mix: Advertising, packaging, personal selling, sales promotions, sponsorship, exhibitions, Internet, PR
- Promotional communications: PUSH (Advertising, Point of Sale, Personal Selling, Sales Force, Promotions) PULL (Sponsorship, Advertising, Internet Web-site, Exhibitions)
- Pricing: Strategic (Price skimming, penetration) Tactical (Marginal, quantity discounts, differential, cost-plus pricing, demand-based pricing).
- AIDA - Awareness, Interest, Desire, Action
- DRIP - Differentiate, Remind, Inform, Persuade
- 7p's - product, price, promotion, place, physical evidence, people, process
- 7c's - customer value, cost, convenience, communication, confirmation, consideration, co-ordination
- Consider the Product Life Cycle: Development, Growth, Maturity, Saturation, Decline. When a product is reaching maturity - options: product development, diversification, promotions, market development.
Monitor and control
- It's not just about evalutating a campaign - but also about evaluation your plan and strategy. Consider the following as part of your evaluation: Customer expectations, effectiveness, performance and perceptions.
- Monitor and evaluate: Budgets, sales, targets, customer complaints, market share and product awareness. Market research, data collection, interviewing, mystery consumer, customer satisfaction survey, performance appraisals, employee group discussions.
Marketing Planning is cyclical and continuous:
- Develope or revise marketing objectives relative to performance (keep it dynamic)
- Assess marketing opportunities and resources
- Revision or formulation of marketing strategy
- Development or revision of the plan for implementation and control
- Implementation of marketing plan
All of the above components make up your Marketing Plan.
1. Analysis / Audit
5. Monitor / control
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Michelle Carvill is owner and Marketing Director at Carvill Creative - a graphic design and marketing services agency based in Maidenhead, Berkshire. The agency covers all aspects of graphic design and marketing - covering social media marketing and website planning and website design.