It is not enough to produce goods, deliver them to shops and wait for the moment when consumers themselves start buying and talking about the product. In modern conditions, when each sphere is full of competitors, you need to literally fight for each client. The tool of this war is marketing knowledge and skillful planning.
Objectives and development of a marketing plan
If the business intends to be successful, then it must move twice as fast as the rest. Something like this is the experience of successful people in the business world. Another rule is to think on paper: in diagrams, in numbers, and most importantly, in terms.
Given the fact that the main driving force behind all the company's activities is the process of selling their goods or services, the marketing plan is perhaps the most important strategic document. It will clearly reflect the current position of the company, the purpose and means of achieving it. After the document has been approved by the management, it should be submitted to other departments that are directly or indirectly related to the strategic activities of the company.
The marketing plan for the terms is divided into two types: short-term - from 6 months to 1 year, and long-term - from 3 to 5 years. Depending on external factors, small changes can be made during the implementation of the goal, but without concessions or changes to the plan.
How to make?
The marketing plan should give a detailed description of potential consumers, information about where they can see the product and how they decide to make a purchase. Before proceeding with the preparation of the plan, it is necessary to answer the following questions and clearly indicate the boundaries at the moment, since this information forms the basis of the plan.
- Strategy: what role will the plan play in the context of common business processes?
- Mission: what remains to be done and for what purpose?
- Target audience: who are marketing measures aimed at?
- Competitor analysis: who are the competitors and who have what advantages?
- Unique product offer: what are the differences over competitors?
- Price factor: what does the consumer get for his money?
- Promotion plan: how does the target audience know about the company?
- Budget: how much is needed and how much is there?
- List of actions: what and in what sequence should be carried out?
- Analysis of results: what can be improved, what to discard and what to leave as is?
The answer to these critical questions will help clarify the way forward. Now you should consider each item individually.
Strategy
The marketing strategy plan should reflect the main vector of the company’s movement, and the remaining parts will tell you how to do it. Suppose an entrepreneur is interested in expanding a network of retail stores selling building materials and wants to reach customers in new regions. Then the goals of the marketing plan will be to present your product in a new market segment. At the next stage, the strategy is divided into short-term and long-term measures.
It is also important to be able to distinguish between two important concepts that are often found as a description of one action: a marketing plan and strategy. The difference is that the first term describes a list of actions, and the second describes how to implement them.
Mission
It is generally accepted that the formation of a mission and the dissemination of ideas is characteristic of large corporations that have achieved a certain level of fame in their field. That was until recently. New trends in the business world are encouraging business with social components: a company can simultaneously conduct commercial activities and carry an idea from the field of universal values. To this end, companies hold entire events to emphasize their solidarity with the majority opinion: charity exhibitions and other public events.
But successful businessmen differ in that they find innovative solutions. Mission can be used as a marketing tool. Perhaps a marketing plan of this nature will require additional investment in organizing and conducting events, but in the end it can serve as a good promotion tool.
The target audience
At this stage, you have to answer the question: who are the people who will help the business achieve their goals? Target audience - a segment in the society to which advertising should be addressed and which may become real customers in the future.
The company's marketing plan begins with the creation of a psychological and social portrait of the target audience. In this matter, marketing research is of great help. They can be found ready-made or ordered from specialized companies. You can also do it yourself. For this, it is necessary to objectively answer a number of questions:
- Who are the potential customers?
- Where can I find them?
- What is important to them?
- What problems do they have?
- How will this product help them solve their problems?
It is necessary to create a sketch of the “ideal client” and build further steps with an eye on him. This will help to personalize marketing messages.
Competitors
When developing a marketing plan, you need to study in detail the competitors, their approach and product promotion systems. At the same time, one should not forget that there is a business ethic when rough copying of competitors' materials, open competition and belittling of their product through their advertising materials is not allowed. In some countries, this aspect is controlled by special laws.
Information obtained in the course of analysis of competitors is subject to careful analysis, but not to be used in their campaigns. If you look at examples of the marketing plan of other companies, at this stage they answer the following questions:
- Strengths of competitors: how do they attract customers?
- What additional services do they provide?
- How does the “ideal client” perceive them?
- What can they improve in their work?
- What does your plan look like in the background of their actions?
The purpose of this stage is to compare and objective assessment of their own capabilities. After the conclusions are made, it is necessary to prepare a plan that allows them to get ahead according to certain criteria.
USP - a unique selling proposition
USP should be implemented in the form of a specific product or service, which is fundamentally different from the proposals of competitors. If there is no such proposal, then the marketing plan of the enterprise has the right to propose the creation of such a product.
But professional marketers can distinguish USP from the most common product. As an information base, two points are used that have already become known at the previous stages: what problems the client has and how and how this product can help in this.
Examples
How to successfully make UTP? Here it is appropriate to recall the advertisement of chocolates M & M`s. She attracted attention by the fact that the inscription appeared on the wrappers: "It melts in the mouth, not in the hands!" Obviously, in the process of developing the USP, experts noted the concerns of customers when chocolates can get their hands dirty, and proposed a solution.
Another example is Domino's pizza, whose motto is: “Wait 30 minutes or get it for free!” Here, experts simply put themselves in the shoes of the customer: what is he currently experiencing? Of course, hunger. Every minute of waiting is given to a hungry person very hard. Marketers have shown a human understanding, and this has had its effects.
Price factor
At this stage, competitor prices and intrinsic prices are considered. In the process of pricing, the marketing part is taken into account only indirectly, since it is influenced by completely different factors: the cost of raw materials, technology, labor, transportation and expected profit.
But in the end, the price factor can significantly affect sales. It all depends on the type of product. There are goods for which the price cannot be low under any circumstances. Usually they belong to the category of luxury: diamonds, cars, etc. In this area, it makes no sense to bet on low prices.
You can bet on the price factor when it comes to selling clothes, gadgets, appliances or furniture. It must be borne in mind that the consumer regards the product in terms of value for money.
activity
Carrying out events refers to short-term advertising campaigns. Excellent results can be expected if the idea of ​​the event is combined with a socially significant event and the company's own mission. As a rule, such events need to be prepared for a long time.
Examples: holding a tree planting campaign on Environmental Protection Day, flash mobs or recreational activities on Children's Day, etc. Before holding an event, it will not be out of place to send a press release to local media and attract their attention. If the idea finds a universal response, then the company will receive media coverage and advertising in its context.
A marketing research plan will help identify successful ideas and ways to present such events.
Budget
How much money will the implementation of an extensive marketing campaign be able to reach the entire target audience? The budget must be laid for several months in advance.
When planning a budget, there are two options: a solid budget that allows you to buy the best platforms for advertising or a small budget from which you need to get the most out.
In the second case, the selected sites and advertising channels should be reviewed. Expensive channels are eliminated and more accessible ones are left. Another option is to reduce the amount of advertising with the same amount.
It is also necessary to determine what is beneficial: to have a staff of your own marketer with the skills of a designer, copywriter and video editor or to order materials from advertising agencies. In general, the budget of the marketing plan in the business plan should be one of the priority tasks.
Action list
At this stage, you need to paint an action plan. In particular, on which sites will the advertisement be placed. There are many options.
- Print advertising: specialized catalogs and magazines.
- Advertising on TV: commercials or banner ads.
- Web sites.
- Contextual advertising.
- Targeted advertising on social networks.
- Holding exhibitions and special occasions.
- Newsletter by mail or phone.
- PR materials and their distribution.
Immediately to cover all the channels not many companies can handle. An example of a marketing plan should choose the most suitable options from this arsenal and proceed with the placement. At the initial stage, it is enough to identify 3-5 channels and work with them.
Results Analysis
The role of the work done in business development can only be assessed through continuous analysis. If you do not analyze the results, then we can assume that the resources are thrown to the wind.
After each event, the marketing department should compile statistics that will reflect the basic information: the number of people involved, their opinions, the impact of the campaign on the level of sales and the image of the company.
Not all campaigns will be equally effective: some will have to be discarded, others will need to be adjusted and included in the action plan for the next period. To assess the effectiveness of marketing campaigns, specific tools are used, including research.
In any case, successful campaigns should focus on and expand their budget, ineffective ones are postponed until better times or thrown out of the plan.
Conclusion
Trends in the business world are often changing. Including in Russia. At the stage of formation of the private manufacturing and trading sector, the availability of demand was previously relevant. But today, almost all industries are in highly competitive conditions. The new player, in order to gain his place, has to make his own way into the hearts and wallets of consumers.
Starting a business, each entrepreneur should clearly imagine in what conditions they will have to work and which ways can lead to the growth of the company. An objectively drawn up business plan, in which marketing strategies are carefully worked out, will give a clear idea of ​​where to move and how to do it. And already at the planning stage, one can discern the prospects: are there any chances in a particular industry, or is there no point in wasting time and money.
Considering the fact that marketing is a separate branch of the economic sciences and requires special knowledge, it is recommended to involve professional specialists in the process. They will help to see strengths and weaknesses. If mistakes are made, then suggest alternative ways.