Pureclic, une agence de marketing à service complet en Tunisie. Nous proposons une variété de services marketing pour aider les entreprises à se développer et à prospérer. Nos services incluent la publicité sur les réseaux sociaux, les stratégies de marketing, le développement de sites Web, la création de sites Web, la gestion de communauté, l'optimisation du référencement et les annonces Google. Nous travaillons en étroite collaboration avec nos clients pour comprendre leurs objectifs commerciaux et élaborer des stratégies efficaces pour les atteindre. Contactez-nous pour découvrir comment nous pouvons aider votre entreprise à se développer. https://pureclic.tn/

1. Marketing Plan
Answer these three questions :
1. Where are we Now ?
2. Where are we Going ?
3. How Do We Get There ?
Marketing Plan Steps :
1. Analysis ( Analyze the market, marketing condition, potential customers, Competition…)
2. Strategy ( How to position your product in the marketplace…)
3. Tactical ( Marketing Mix 4p )
4. Implementation ( The details of who and what, when and where to put your plan in action )
5. Financial ( Budget needed for the plan and forecast of what you expect in terms of future
revenu and other business goals ) Also ( It is always best to first develop revenue goals
and feed that into your marketing plan.)
Assembling Team
Finance
● Allocates Budget
● Measures Results
● Improve ROMI.
Marketing Research
● Customer Research
Technical Team
Design Team
Sales Team
Gathering Data And Information
Market Data
● Market Data
● Market Fluctuation
● Economic Influences
● Regulatory Influences
Market Share (by your company and competitors)
● Market Share Changes

2. 2
● Reasons For Changes
Competition
● Product And Service
● Price Points
● Promotions
● Value Propositions
● Customer Loyalty
Marketing Research
● Relevant Customer Insight
Finance Partner
● Profit And Loss Statements
● Changes in Profitability
Writing The Mission, Vision And Scope
Mission Statement
● defines the company's business, its objectives, and its approach to reach those
objectives.
Vision Statement
● Describes the desired future position of the company.
Scope Of Plan
● Describe what specific parts of the business, meaning which products and services, are
you writing a marketing plan for?
Writing Marketing Analysis
Total Addressable Market or TAM
The total sales of all companies in your industry plus the potential sales from any qualified
customer who has not yet purchased any products in the category. It is the theoretical maximum
sales opportunity if you were to sell products to every customer, current and potential.
Market Penetration (the total market that has been reached) = Tot Industry Sales/TAM
Market Share = Company Sales/Market Sales (Low Number Is Good)

3. 3
TAM Groups
● Qualified customers who are not yet buying any products or services, at least not so far
● All of your current customers who buy exclusively from you and no one else
● Your customers who buy from you, as well as some from your competitors
● Customers who buy exclusively from your competitors
Competitor Analysis
Competitor Types
● Direct (same product and benefits)
● Indirect (similar product with different benefits)
● Substitute (unrelated product that can substitute your product)
Analyze Competition
● Competitive Matrix (Comparaison depends on industry)
● Look For Insights From The Matrix And What Conclusion Can You Draw
Write SWOT Analysis
Internal
● Strengths
● Weaknesses
External
● Opportunities
● Threats
NB: Three to five items for the assigned area. This items should be fact based not
opinions
Final Step
Draw Conclusion
● Ask “So, What?”
● What are the key insights?
Customer Analysis
Describe Customers
● Who Are They?

4. 4
● Where Can You Find them?
● How Many Are There?
Create a Marketing Persona
● Fictitious Name
● Character traits
● Attitudes
● Beliefs About Needs
Customer Buying Process Map (Behavior)
● Need awareness
● Search for alternatives
● Evaluate alternatives
● Purchase and post purchase
Benefits That Customer will likely seek
● Importance Ratings
● Perception Ratings
Product Or Service Analysis
List Of Your Product Main Features and Their benefits
Feature-Benefit Comparison To Customer Beliefs
List Of Your Competitors Products Main Features and benefits
Rating Of How My Product Feature-Benefit Is Doing In Comparison To Competitors (Product
Service Analysis.pdf)
Writing the strategy
● Segmentation (means grouping your customers around a particular benefit that they all seek.)
❖ Demographic
❖ Geographic
❖ Behavioral (Benefit Sought)
❖ Psychographic (Benefit Sought)

5. 5
● Targeting
❖ Opportunity by Segment (You decide which customers in your segment you're going after first)
● Position (is what you say to the target audience about your product to get them to buy it)
❖ Value Proposition (Or claim it should address either why your benefit is important
or how your product is superior to the competition on delivering that benefit)
❖ Five-Box Chart (Positioning Strategy PDF)
❖ Reasons to Believe (RTBs)
Writing The Tactical Section (4P)
product or service plan
Start by listing the changes or improvements needed in your products and services, look
at your product service analysis, and your positioning statement.
In this section of the plan, you should list any other assets or activities that go into
supporting the products and services
● Features
● Performance
● Design
● Packaging
● Customer Experience
● Other Assets (warranties, etc.)
Price
➢ Pricing Plan
● Describe your chosen pricing strategy
★ Comparing To Competition
★ Grow The Market
● Consider targeted audience and positioning
● Coordinate with finance and sales team
● Include Complete Price List ( Recommended Prices)
➢ Pricing Communication
● Educate customers on value before price
● Who
● What

6. 6
● why
● When
● where
Promotion Plan
● Describe who your promoting to
● Objectives
❖ Basic Awareness
❖ Top-of-Mind Awareness
❖ Information Awareness
❖ Behavioral Awareness
● Media
❖ Channel (Describe communication approach for each)
❖ Frequency
❖ Schedule of promotional campaigns
distribution plan
➢ Distribution Structure
● Length
❖ Sell direct (Short channel length)
❖ Sell indirect (Longer channel length)
● Breadth Channel (Number of outlets selling your product)
● Depth (How much of the channel you own or control)
➢ Channel Roles
● List actions needed to get product to customer
❖ Packaging
❖ Shipping
❖ Warehousing
❖ Retailing
● Assign Channel Member Roles (use actions needed list to assign roles)
❖ Wholesalers
❖ Retailers
❖ Shipping

7. 7
Implementation plan
● Timing and Responsibility (who and when you'll communicate details about the plan)
● Marketing Programs (for each marketing program (4P))
❖ Who (Responsable)
❖ What
❖ When (Timeline)
❖ Where (Implementation actions)
❖ How (Details on how team will implement that program)
● Set up KPIs ( Key Performance Indicators)
❖ Each KPI should have a target of what you expect to happen
❖ You and your planning team should agree in advance what action you'll take if
those thresholds are exceeded, high or low
Budget And Forecast Section
➢ Budget
● Decide expenditure and allocate (Marketing budget for all 4p)
● Combine all teams’ forecasted budgets
➢ Forecast (Specific Measurable Actionable and Realistic Goals expected to achieve)
● Revenu
● Units Sold
● New customers
Conclusion
Now be sure to find that right balance between planning and doing. Don't see them as
separate activities, but as things you do in parallel. Plan, do, plan, do. At each iteration,
you'll learn and adjust.
Finally, don't strive for perfection in your marketing plan. No matter how hard you try, your
plan will have things that are specifically wrong, but directionally correct in terms of
where you're headed.