|
|
These are the main categories typically used to develop a marketing plan:
- Situation Analysis (where are you now, and how did you get there. Review what has been done in the past, what worked, what didn't, the current situation in terms of your objectives and the market. Analyze past results, look for trends)
- Past Results (sales and profits by product, growth in customers, marketing results)
- Customer analysis (how did you attract your most profitable customers)
- SWOT analysis of your company and products (your strengths, weaknesses, opportunities, threats)
- Competitive analysis (market share, positioning of competitors and you)
- Market analysis (size of markets, growth trends, definition of markets)
- Objectives (what are you trying to accomplish with your marketing efforts)
- Strategies (how are you going to accomplish your objectives in general)
- Target audience(s): who are they and why, how to reach them
- Product positioning/benefits: what will you emphasize to get the sale
- Place (distribution): what channels will you use to sell and why
- Pricing: what is your pricing strategy?
- Promotional plans: what promotional vehicles will you use and why
- Tactics (specific action items for each strategy above)
- Media to be used
- Promotional Calendar
- Budget for each tactic
|
|
