Marketingplan

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Marketingplan

  1. 1. How to create a Successful Marketing Plan
  2. 2. 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.
  3. 3. Why have a marketing plan? <ul><li>To find out where you are </li></ul><ul><li>To know where you’re going </li></ul><ul><li>How to get there </li></ul>
  4. 4. Some considerations <ul><li>See it as a process </li></ul><ul><li>Form a team </li></ul><ul><li>Keep it simple </li></ul><ul><li>Develop a time-frame </li></ul><ul><li>Give it a life </li></ul><ul><li>Get feedback </li></ul><ul><li>Have a simple revision process </li></ul><ul><li>Consistent with mission statement </li></ul>
  5. 5. What does the process involve?
  6. 6. Components of a marketing plan <ul><li>Mission Statement </li></ul><ul><li>Executive Summary </li></ul><ul><li>Internal Analysis </li></ul><ul><li>External Analysis </li></ul><ul><li>Objectives </li></ul><ul><li>Marketing Strategies </li></ul><ul><li>Identify Resources </li></ul><ul><li>Implementation Plan </li></ul><ul><li>Marketing Budget </li></ul><ul><li>Evaluation Methods </li></ul>
  7. 7. Mission Statement <ul><li>A clear, concise description of: </li></ul><ul><li>The organizational identity </li></ul><ul><li>What business is the organization really in </li></ul><ul><li>Results the organization wants to accomplish </li></ul>
  8. 8. Some considerations <ul><li>A mission statement describes who the organization is and what business it’s really in. </li></ul><ul><li>It’s what makes the organization go–reflects its internal and external perception. </li></ul><ul><li>It must be understood by everyone. </li></ul><ul><li>It drives the organization and dictates how things are done. </li></ul><ul><li>It should be kept simple. </li></ul>
  9. 9. Mission Statement <ul><li>McDonalds Restaurants </li></ul><ul><ul><li>“ Quality, Consistency, Cleanliness, Service.” </li></ul></ul>
  10. 10. Executive Summary <ul><li>An overview </li></ul><ul><li>Readable and concise </li></ul><ul><li>Summary of main objectives of the plan </li></ul>
  11. 11. <ul><li>Background </li></ul><ul><li>Current status </li></ul><ul><li>Future directions </li></ul><ul><li>Current resources </li></ul><ul><li>Strengths and weaknesses </li></ul>Internal Analysis
  12. 12. External Analysis <ul><li>Economy </li></ul><ul><li>Demographics </li></ul><ul><li>Trends </li></ul><ul><li>Competition </li></ul><ul><li>Target market </li></ul>
  13. 13. <ul><li>Environment produces both </li></ul><ul><li>Estimate probability </li></ul><ul><ul><li>Severe, not severe </li></ul></ul><ul><ul><li>Very likely, very unlikely </li></ul></ul>Opportunities and Threats
  14. 14. <ul><li>Who they are </li></ul><ul><li>Product/service features </li></ul><ul><li>Pricing, packaging, promotion </li></ul><ul><li>Competitor strengths/weaknesses </li></ul><ul><li>How are you different? </li></ul>The Competition
  15. 15. <ul><li>Current and potential customers </li></ul><ul><li>Customer requirements </li></ul><ul><li>Market clusters </li></ul>Customers and Target Markets
  16. 16. <ul><li>Customers/target markets </li></ul><ul><li>Programs and services </li></ul><ul><li>Packaging </li></ul><ul><li>Pricing </li></ul><ul><li>Promotion </li></ul>Marketing Strategies
  17. 17. <ul><li>Steps </li></ul><ul><li>Responsibility </li></ul><ul><li>Deadlines </li></ul><ul><li>Budget </li></ul>Implementation Plan
  18. 18. Marketing budget <ul><li>Advertising/media </li></ul><ul><li>Direct mail </li></ul><ul><li>Databases </li></ul><ul><li>Printing/production </li></ul><ul><li>Mailing </li></ul>
  19. 19. Evaluating the marketing plan <ul><li>Success measures </li></ul><ul><ul><li>Completion of action dates </li></ul></ul><ul><ul><li>Accomplishment of goals and strategies </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>New/repeat customers </li></ul></ul></ul><ul><ul><ul><li>Win rate on sales </li></ul></ul></ul><ul><ul><ul><li>Average size of contracts </li></ul></ul></ul><ul><ul><ul><li>Revenue </li></ul></ul></ul>
  20. 20. Summary <ul><li>The marketing plan </li></ul><ul><ul><li>It’s a process! </li></ul></ul><ul><ul><li>It has discipline </li></ul></ul><ul><ul><li>It results in a positive ROI </li></ul></ul>
  21. 21. 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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