B R I A N W S T E E Ldeveloping higher performance

Starting in BusinessThe Marketing Plan

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

Objectives

Focused on a specific outcome not an activity.

Be:SpecificMeasureableAchievableRealisticTime- Framed

To be a leading...

By providing a customer led...

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

Financial Objectives

Targets need to be based on realistic financial assessments of each income stream.

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

Strategies

Begins with what you intend to supply.

How you intend to supply

Principle customer base

The business model

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

Strategies

Using what forms of promotion – how are you going to attract and communicate with potential and existing customers?

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

Strategies

Advertising - where, when, how.

PR – What opportunities will present

Web – How will you use a Web Site, Will you have one?

Web Media – Does the opportunity to reach customers come via the likes of a NewsLetter, Facebook, Twitter etc?

Can you take advantage of E-Marketing and or E-Commerce?

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

SWOT analysis results

Key elements of full analysis.

Major drivers of positive [strengths/opportunities] or negative [weaknesses/threats] effects.

Emphasis on 5 main competitors

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

Marketing Mix

Specific activity and what you expect to achieve as a result of the activity.

Mix of activities across business year. What is planned, why and when.

B R I A N W S T E E Ldeveloping higher performance

The Marketing Mix

Product:Customer needsFeaturesBenefitsProduct nameBrand [ing]Differentiation

PriceValue to buyerIs there a price point?Is it price sensitive?Trade discounts?How does your price compare?

TargetMarket

Place:Where do customers buy?Can you access distribution?Sales force?What do competitors do?

Promotion:Where and when to market?What media to use?When is best time?How does competition promote?

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

Free download from dropbox.com

B R I A N W S T E E Ldeveloping higher performance

The marketing plan

Now for your plans...