Marketingplan
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Marketingplan Marketingplan Presentation Transcript

  • How to create a Successful Marketing Plan Brought to you in association with 1
  • What is a Marketing Plan ?A marketing plan is the blueprint or the map youintend to follow in order to achieve your goals. If youare planning for existing programs, the plan willincorporate the strengths of your current effort withneeded changes and improvements. If the plan isfor a brand new product or service, it will pull all theelements together for an effective start onmarketing. Brought to you in association with 2
  • Why have a marketing plan? To find out where you are To know where you’re going How to get there Brought to you in association with 3
  • Some considerationsSee it as a processForm a teamKeep it simpleDevelop a time-frameGive it a lifeGet feedbackHave a simple revision processConsistent with mission statement Brought to you in association with 4
  • What does the process involve? Brought to you in association with 5
  • Components of a marketing plan Mission Statement  Marketing Strategies Executive Summary  Identify Resources Internal Analysis  Implementation Plan External Analysis  Marketing Budget Objectives  Evaluation Methods Brought to you in association with 6
  • Mission StatementA clear, concise description of: The organizational identity What business is the organization really in Results the organization wants to accomplish Brought to you in association with 7
  • Some considerationsA mission statement describes who the organization is and whatbusiness it’s really in.It’s what makes the organization go–reflects its internal andexternal perception.It must be understood by everyone.It drives the organization and dictates how things are done.It should be kept simple. Brought to you in association with 8
  • Mission StatementMcDonalds Restaurants “Quality, Consistency, Cleanliness, Service.” Brought to you in association with 9
  • Executive SummaryAn overviewReadable and conciseSummary of main objectives of the plan Brought to you in association with 10
  • Internal Analysis Background Current status Future directions Current resources Strengths and weaknesses Brought to you in association with 11
  • External AnalysisEconomyDemographicsTrendsCompetitionTarget market Brought to you in association with 12
  • Opportunities and ThreatsEnvironment produces bothEstimate probability Severe, not severe Very likely, very unlikely Brought to you in association with 13
  • The Competition Who they are Product/service features Pricing, packaging, promotion Competitor strengths/weaknesses How are you different? Brought to you in association with 14
  • Customers and Target Markets Current and potential customers Customer requirements Market clusters Brought to you in association with 15
  • Marketing Strategies Customers/target markets Programs and services Packaging Pricing Promotion Brought to you in association with 16
  • Implementation Plan Steps Responsibility Deadlines Budget Brought to you in association with 17
  • Marketing budget Advertising/media Direct mail Databases Printing/production Mailing Brought to you in association with 18
  • 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 Brought to you in association with 19
  • SummaryThe marketing plan It’s a process! It has discipline It results in a positive ROI Brought to you in association with 20
  • Reasons to join To get FREE marketing content To get free downloads To get discounts on our services To get access to our resource centreMany other Powerpoints in this series in the members area Brought to you in association with 21