Crafting a Marketing Plan – By Small Business Resource Ltd

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Why develop a plan?

Provides a sense of purpose and direction Guide to implementation and control

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Why develop a plan?

A Marketing-oriented planning can help the entire organization achieve its goals

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

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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

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Set Your Objectives Objectives should be

SMART

:     

S

pecific

M

easurable

A

ttainable

R

ealistic

T

ime limited

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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

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

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

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Monitor Your Progress and Effectiveness •

Effects to be measured

• • • • • • • awareness (aided and unaided) interest recognition recall attitude change behavioural intentions adoption of behaviour

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Monitor Your Progress and Effectiveness (Contd.) 

Methodologies

 tracking  surveys  media audits

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

 Did we do the things right?

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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.

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Reasons to join

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