A Sample Marketing Plan
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Your Marketing Plan:
Guides your work Fits with your business plan Sets out goals Provides timetables, deadlines, steps Is shared with staff
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Marketing Plan Elements
• Executive Summary – outlines the plan in a nutshell • Introduction – outlines marketing goals – gives a bit of background – can include a vision statement
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Marketing Plan Elements
Situation Analysis environmental scan: market, external industry, product, competition SWOT Analysis: internal strengths and weaknesses, external opportunities and threats Market Segmentation analyzes client group: existing and potential consumers and markets
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Marketing Plan Elements
Consumer Behaviour Common traits Who are they? Why would they use your product? What features of your product appeals to them? When is your product used by them? Where is your product used by them? How will you inform them about your product?
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Marketing Plan Elements
Positioning how do you want you and your product perceived by your different client groups? write a statement that embodies the above consider how your actions help convey your positioning message
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Marketing Plan Elements
Marketing Strategy marketing mix 1. Product Differentiation what qualities make your product different 2. Price which strategy do you use - price leader = quality or low cost = high sales price is different from cost
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Marketing Plan Elements
3. Communications what are the best ways to reach clients what media are they most exposed to what media most influences them 4. Distribution where should clients be able to obtain your product establishing effective distribution channels
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Marketing Plan Elements
Implementation action plan: what will be done, who will do it, when, how much will it cost Measures of Effectiveness / Evaluation how will the plan be monitored and evaluated
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