This document provides guidance on developing a successful marketing plan. It outlines 5 key steps: 1) Target the market by defining customer demographics, preferences, and purchasing patterns through testing. 2) Develop a clear unique selling proposition (USP) that answers why customers should buy from you over competitors. 3) Map product attributes to identify basic, differentiating, exciting, and unacceptable features. 4) Identify points in the customer's buying cycle where the business can differentiate itself. 5) Promote the business through paid ads, free media, and capturing online leads while following seven laws of influence.

1. MARKETING How will customers find you and what will you say to them Satish Madhira

3. MARKETING: HELPS FILL THE PROSPECT FUNNEL Universe of prospective customers Has a need (Prospect) Marketing Pays or commits for service(Customer) Target segment (Suspect)

4. PREAMBLE: CUSTOMERS BUY SOLUTIONS- NOT PRODUCTS OR SERVICES Product Problem being solved Hammer Hole Walkman Portable music Car Personal transport Rolex, RollsRoycee ??

5. STEPS TO A SUCCESSFUL MARKETING PLAN

8. STEP 3: GET THE RIGHT ATTRIBUTE MAP FOR THE PRODUCT OR SERVICE Source of attribute map concept: The Enterpreneurial Mindset, Rita Gunther Mcgrath Case study: Cornerstone shirts Basic Discriminator Energizer Positive Non-negotiable Delivery within 1 day Differentiator Odd-sizes availability Customized shirts Exciter Premium shirts at 50% the cost of its competitors Negative Tolerable Cant try the shirt I need Disatisfier Low brand recall Enrager None Neutral So What? Presence of ties and belts Parallel Can sell other customizable products