The document discusses the process of developing a new marketing plan, which begins with reviewing past marketing campaigns to analyze their costs, effectiveness, and whether goals were achieved. It emphasizes evaluating previous strategies from the consumer's perspective and identifying areas where interaction was lacking or messages could have better targeted consumers. The review then informs assessing specific new goals and conducting a SWOT analysis to position the business strategically. With knowledge gained from review and assessment, a detailed, unique marketing strategy is developed considering all marketing channels and ensuring goals meet the SMART framework. Regular review of metrics allows adjusting the strategy as the cycle continues.