The document discusses the importance of marketing plans for small and medium enterprises (SMEs) with limited budgets. It notes that planning is important for SMEs to maximize their limited marketing impact. The document then outlines what a marketing plan should include, such as the purpose and goals, an assessment of products/services and the current business status, details on target markets and customer needs, distribution and promotion strategies, pricing considerations, and competition analysis. Finally, it recommends that the plan contain an action plan with specific goals and strategies, and cover the allocated marketing budget and required resources.

1. Marketing plan : An Important
Tool for SMEs
Prepared by
Metrica Bizsol Pvt Ltd
022-42957577 / +91 7738333452
www.metricasolutions.com
contact@metricasolutions.com

2. SME Business Scenario
 Limited Marketing Budget
 Want Maximum Impact
 May not have Marketing expertise
This means
 Planning is very important
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

3. What is a Marketing Plan
Specific actions that
help you attract and
convert prospects to Attracts
potential
clients and retain
customer
existing ones s
Converts
potentials
to clients Retains
existing
customer
s
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

4. When should you draft a
marketing plan ?
 Streamlining / intensifying your current
marketing efforts
 Introduction of new product/ service
lines
 Repositioning your product
 Moving into new geographies
 Diversification plans
 Planning to use new marketing
channels/ social media / internet
marketing etc
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

5. What should a Marketing Plan
contain ?
 Section I
◦ Purpose of the Plan
 Link this to your business goals &
objectives
◦ An Assessment of the current
status
 In terms of business as well as
marketing roles & achievements
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

6. What should a Marketing Plan
contain ?
 Section II
◦ Product / Service details
 List down for each product / service
 Characteristics
 Advantages
 Strengths & Weakness vis a vis
competition
 Cost & Price
◦ Tip : A neat table would be better to
capture & compare this information
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

7. What should a Marketing Plan
contain ?
 Section III
◦ Target Market details
 Information about each customer segment
including
 Age
 Education Levels
 Profession
 Income
 Factors influencing purchase decision
 Persons influencing purchase decision
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

8. What should a Marketing Plan
contain ?
 Meeting Customer’s needs
◦ Customers’ real needs & Perceived needs
◦ Your Products’ ability to satisfy these
 Include a sample customer profile
 Tip : In case of B2B customers, describe
the business characteristics and decision
makers profile as well
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

9. What should a Marketing Plan
contain ?
 Section IV
◦ Distribution
 What is the most effective method to
reach your customer ?
 Do you use sampling / trial packs etc ?
 Do you use the internet / ecommerce ?
 How can you make it easy for customers
to reach you ?
 Is there a need for warehousing ?
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

10. What should a Marketing Plan
contain ?
 Section V
◦ Promotion
 How do your marketing activities reach
to each customer segment ?
 How do you spread awareness about
your product / service – ads , sales
promotion activities etc ?
 How do you get repeat business ?
 Are you using referrals ?
 Are you using Public Relations ?
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

11. What should a Marketing Plan
contain ?
 Section VI
◦ Competition
 Identify competitors by product lines
 Compare marketing techniques of
competitors
◦ Pricing
 Costs vs benefits analysis
 Is the market price sensitive ?
 Compare price points with competition –
are you able to provide added value ?
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

12. What should a Marketing Plan
contain - Synopsis
• Differentiators, Weaknesses, New
Products / Services products, Sales Contribution
• Customer Characteristics, Total Market
Target Market Size, Market Trends, Market Research
Results, Factors influencing purchase
• Competitors to each product, Comparison
Competition of strength & weaknesses, competitors'
marketing techniques
• Product/service cost, price comparison
Pricing with similar products in market
• Identification of delivery channels,
Distribution warehousing if required
• Use of advertising, social media,
Promotion Mix promotional activities, publicity
campaigns,
• Sales history review, project sales for next
Sales Forecasting four quarters
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

13. Next steps
 Make an Action Plan
◦ Spell out the specific goals
◦ Detail your marketing strategy ( in action
terms ) to achieve each of the goals.
◦ Example
 Goal 1:To increase sales volumes
 Strategy I : Participate in Trade shows/ exhibitions,
increase direct calling etc
 Goal 2: To introduce new product / service
 Strategy 2 : Use print & digital media, use direct
mailers
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

14. Marketing Budget & Resource
Allocation
 Build a marketing budget
◦ However small your business is, it is still important to
allocate a budget for marketing.
◦ Unless you reach out to the target market, you will not
be able to sell your product / service !
 Assess other resources required
◦ Most important for SMEs
◦ Assess human resources required to implement the
plan
◦ Assess also time demanded from managerial level for
monitoring & review
In the next series, we will help you build your marketing
budget & do resource allocation…
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

15. Write to us / give us a call in case you would like help in
preparing a Marketing Plan for your Business
Metrica Bizsol Pvt Ltd
F-42, 1st Floor, Shagun Arcade,
contact@metricasolutions.com
Gen.A.K.Vaidya Marg, Off Western Express
www.metricasolutions.com
Highway,
Goregaon (East), Mumbai - 400063
022- 42957577 / 7738333452
MAHARASHTRA