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Crafting a Marketing Plan – By Small Business Resource Ltd

Crafting a Marketing Plan – By Small Business Resource Ltd. Why develop a plan?. Provides a sense of purpose and direction Guide to implementation and control . Why develop a plan?. A Marketing-oriented planning can help the entire organization achieve its goals. The Marketing Plan.

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Crafting a Marketing Plan – By Small Business Resource Ltd

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  1. Crafting a Marketing Plan – By Small Business Resource Ltd

  2. Why develop a plan? Provides a sense of purpose and direction Guide to implementation and control

  3. Why develop a plan? A Marketing-oriented planning can help the entire organization achieve its goals

  4. The Marketing Plan Step 1: Situation Analysis Step 2: Objectives Step 3: Budgeting Step 4: Strategies and Tactics Step 5: Coordination Step 6: Measure Effectiveness Step 7: Evaluation

  5. Situation Analysis • Cultural and social influences, individual differences, decision processes • Definition and identification of target groups • Segmentation and Positioning • Competition • S.W.O.T. • 4 P's

  6. Set Your Objectives Objectives should be SMART: • Specific • Measurable • Attainable • Realistic • Time limited

  7. Set Your Budget • Try to get budget to meet your plan and not a plan to meet your budget • Develop plan, then revise if needed

  8. Strategies and Tactics • Specification and Management of Program Elements • advertising • PSAs • promotional activities • partnerships • public relations, etc.

  9. Achievement of proper balance between program elements • Scheduling of execution • Utilization of personnel and outside services • Revise budgets Coordinate Your Efforts

  10. Monitor Your Progress and Effectiveness • Effects to be measured • awareness (aided and unaided) • interest • recognition • recall • attitude change • behavioural intentions • adoption of behaviour

  11. Monitor Your Progress and Effectiveness (Contd.) • Methodologies • tracking • surveys • media audits

  12. Evaluation and follow-up • Post mortem • Assessment of accountability • Did we do the right things? • Did we do the things right?

  13. Final Thoughts • Once the Marketing Plan has been written and developed, we know what needs to be done. • We must now concern ourselves with putting the plan into operation.

  14. Reasons to join To get FREE marketing content To get free downloads To get discounts on our services To get access to our resource centre Many other Powerpoints in this series in the members area

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