Overview“It takes as much energy to wish as it does toplan.”- Eleanor Roosevelt
Criteria for a Strong Position/Brand• Unique• Credible• Compelling• Consistent• Broad-based• Hard to Neutralize• Enduring
Company Overview• Introduction (1 paragraph) • Name, location, organization• Slogan• Mission Statement• History and Current Status (1 paragraph)• Markets and Products• Objectives• Length: about 1 page
What is Marketing?• Marketing is not advertising.• Marketing is not public relations.• Marketing is not digital communication.• Marketing encompasses all of these things, especially in business.
Why Develop a Plan? • Provides a sense of purpose and direction • Guide to implementation and control • Marketing-oriented planning can help the entire organization achieve its goals
Marketing Plan Objectives• Most important piece of your plan• Build on industry and marketplace analysis – define your niche• Identify your customers• Demonstrate how you will solve problems for customers• Describe how you will reach customers – advertising sales• Convince reader that there is an eager market for your product or service
Marketing Plan Outline• Introduction• Target Market• Product/Service Strategy• Pricing Strategy• Distribution Strategy• Advertising and Promotion• Sales Strategy• Sales and Marketing Forecasts
Distribution Strategy• Explain how you will deliver your product or service to your customers • How will your customers acquire your product or service• Describe and justify the distribution channels you will use• Describe how you will gain access to your planned distribution channels