Marketing Plan

Document Sample
Marketing Plan Powered By Docstoc
					Marketing Plan
      Marketing Plan



        Marketing plans typically include a description of:

           • Market conditions
           • Products
           • Buyers
           • Sales potential
           • Contract terms or pricing strategy
           • Promotion and distribution ideas
           • Resources



Page  2
Marketing Plan


 All of these make up your marketing strategy.


 What questions should you ask when developing your marketing plan?




Page  3
Marketing Plan



        The questions you address will depend on whether your strategy
         targets:


           • New products
           • New buyers
           • Both




Page  4
Marketing Plan


 FINPACK Business Plan software can be used to develop a marketing
  plan for:


  • Traditional, bulk commodities
  • Specialty commodities and value-added products




Page  5
Marketing Plan



      Business Planning Guide can be used for any
       commodity.

      However worksheets are geared toward :

           • Specialty commodities
           • Value-added products
           • Services
           • Alternative distribution
Page  6
Marketing Plan



       Specialty commodities include:


           – Unique varieties
           – Non-traditional
           – Non-GMO
           – Organic
           – Agraceuticals


Page  7
Marketing Plan



       Value-added product/services include:


           – Processed -- meat, dairy
           – IP grain drying and storage
           – B&B
           – Hunting preserve
           – Educational classes

Page  8
Marketing Plan


Alternative distribution channels include:

  – Processors
  – Wholesale
  – Retail
  – Direct where buyers include individuals, restaurants, and
    institutions




Page  9
      Marketing Strategy




       Easier strategy questions to answer:


        – How to price product
        – How to promote product
        – How to store and transport product




Page  10
      Marketing Strategy




       Harder strategy questions to answer:


        – How much buyers will purchase
        – How your competition will respond
        – How prices may change in long-run
        – How regulations may change


Page  11
Marketing Plan

 Characteristics of Specialty Commodity Markets


  – Not fluid
  – Immature markets; volatility
  – Lack of transparency and resources




Page  12
      Marketing Strategy




       Marketing strategies typically fall apart when:

        – Sales don’t materialize
        – New competition enters market
        – Buyer preferences change
        – Insufficient quality, volume
        – Unrealistic from start

Page  13
      Marketing Plan


       – What can you do to develop a realistic
         marketing strategy:

       • Contact potential buyers
       • Ask questions
       • Review contracts
       • Be realistic, honest about sales potential
       • Observe and learn about competitors
       • Get outside opinions
Page  14
Marketing Plan



       Most importantly, if your strategy involves specialty or value-added
        products and alternative distribution channels:


        Research and document your assumptions!




Page  15
Marketing Plan



      FINPACK Business Plan software asks
       questions and offers tips about:

        • Current markets
        • Potential new markets
        • Pricing strategy
        • Promotion and distribution strategy
        • Storage and quality control
        • Resources – suppliers, contractors, competitors

Page  16
Marketing Plan



       If marketing traditional commodities, software such as Marketeer
        can help with forward contracting strategies.

       Marketeer can be imported into the Business Plan Software.




Page  17
Marketing Plan



      Business Planning Guide asks questions about:

        – Current markets (Worksheet 2.2)
        – Buyer preferences (Worksheet 4.1)
        – Projected sales volume (Worksheet 4.2)
        – Product uniqueness (Worksheet 4.3)
        – Competition (Worksheet 4.4)



Page  18
Marketing Plan



       More Guide questions about:


        – Distribution (Worksheet 4.5)
        – Pricing (Worksheet 4.6)
        – Promotion (Worksheet 4.7)
        – Inventory and storage (Worksheet 4.8)



Page  19