Marketing Plan Template - before I finish...some useful theory

Marketing Plan Template - and finally... Some useful ‘general' Marketing Plan theory which you may find helpful when considering putting your Marketing Plan together.

  • Consider:  where are you now, where do you want to be, how might you get there?
  • Consider: PEST, the Political, Economic, Social and Technological environments.

Think about the following when evaluating where you are now:  Strategic, organisation, systems, productivity, functional mix, suppliers, customers, competitors, distributors, employees.

  • Objectives

Consider what you want to achieve:  Set objectives  - Increase trial, increase loyalty, widen usage, create interest, increase repeat purchases, increase upsell value, deflect attention from price, increase market share, increase volume.

  • Strategy

What is your commercial and brand strategy?  High price, low volume - low price, high volume? Bargain brands, premium brands.    Create a simple matrix and plot your position.  Then consider how you deliver on that position.  Existing clients, new clients, existing products, new products, diversification or new product development?   Also - consider where you are now and where you want to be - is there a gap?  How do you plan to bridge that gap?

SEGMENTATION:  Identify, build and profile evaluation on the following: Age, demography, consumer life cycle, socioeconomics

TARGETING:  Identify commercially viable segments on the following: Undifferentiated, differentiated, target, focus.

POSITIONING:  Product and market position:  Leaders, challengers, followers, nichers.

  • Implementation

Now you are into, Implementation - the HOW you might communicate:

  • Promotional mix:  Advertising, packaging, personal selling, sales promotions, sponsorship, exhibitions, Internet, PR
  • Promotional communications: PUSH (Advertising, Point of Sale, Personal Selling, Sales Force, Promotions) PULL (Sponsorship, Advertising, Internet Web-site, Exhibitions)
  • Pricing: Strategic (Price skimming, penetration) Tactical (Marginal, quantity discounts, differential, cost-plus pricing, demand-based pricing).
  • AIDA - Awareness, Interest, Desire, Action
  • DRIP - Differentiate, Remind, Inform, Persuade
  • 7p's - product, price, promotion, place, physical evidence, people, process
  • 7c's - customer value, cost, convenience, communication, confirmation, consideration, co-ordination
  • Consider the Product Life Cycle:  Development, Growth, Maturity, Saturation, Decline.  When a product is reaching maturity - options:  product development, diversification, promotions, market development.

Monitor and control

  • It's not just about evalutating a campaign - but also about evaluation your plan and strategy.  Consider the following as part of your evaluation:  Customer expectations, effectiveness, performance and perceptions.
  • Monitor and evaluate:  Budgets, sales, targets, customer complaints, market share and product awareness.  Market research, data collection, interviewing, mystery consumer, customer satisfaction survey, performance appraisals, employee group discussions.

Marketing Planning is cyclical and continuous:

  • Develope or revise marketing objectives relative to performance (keep it dynamic)
  • Assess marketing opportunities and resources
  • Revision or formulation of marketing strategy
  • Development or revision of the plan for implementation and control
  • Implementation of marketing plan

All of the above components make up your Marketing Plan.

To Summarise:

1.    Analysis / Audit

2.    Objectives

3.    Strategy

4.    Implementation

5.    Monitor / control

Happy planning!

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Michelle Carvill is owner and Marketing Director at Carvill Creative - a graphic design and marketing services agency based in Maidenhead, Berkshire.  The agency covers all aspects of graphic design and marketing - covering social media marketing and website planning and website design.

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