Marketing Plan: Types and Structure

To develop your business, you need to create an effective marketing plan. Avon or other representatives of network marketing work out each item qualitatively. This allows you to put the company in the top position and successfully carry out sales. The plan should be clearly formulated: for whom the products are intended, how the sale of the target audience will be carried out, what techniques will be used to attract new customers.

An example of a marketing plan "NL"

This is a table with basic information about how the company works. After the rest of the studies, the method of promotion, motivation for managers, a reward system, a bonus program, and an increase are indicated.

By obligation

An enterprise marketing plan is divided into several types. Distinguish:

• directive;
• indicative.

By directive are meant strategies that are binding, and their implementation is strictly controlled. They are aimed at specific business entities, all performers are personally responsible for failure to complete tasks. Implementation is controlled in tough ways; coercion and reward methods are often used. Depending on the quality of the achieved result, administrative, disciplinary, material measures are applied.

Indicative planning is advisory in nature, intended to adjust the direction of movement of the company. When compiling, the fundamentally important values ​​of the indicators are taken into account. Often carried out at the macroeconomic and microeconomic level. They do not imply mandatory and accurate execution. The indicator acts as a basic concept of the system - an indicator that defines the boundaries in which all mechanisms can function and develop stably.

By the timing of achieving goals

The main varieties:

• short term;
• medium term;
• long term.

Short-term is used to solve specific issues for a short period, because of which it is common in all types of business. Typically, terms of up to 1 year are considered, including 1 day, month, or half a year. This method includes the planning of trade, production, cost estimates. It closely links the actions of partners and suppliers, so all stages are coordinated. Often, individual moments of the development scenario are common to the manufacturer and partners.

Medium-term - these are very detailed instructions that are developed for a period of 1 year to 5 years. Usually in this way they plan the organizational structure of the enterprise, cash investments, research, development. The advantage is that while reducing current tasks, greater credibility is given to long-term ones. For implementation, they also come to previously planned tools, if there is a deviation from the marketing plan, a change of action is considered.

Long-term is calculated for a period of 5 to 15 years. He is responsible for the formation of the long-term goals of the enterprise, making decisions to improve the allocation of resources throughout the life of the project. Most often used by large enterprises to carry out tasks of a social, economic, scientific and technological nature.

For a better understanding, you can give an example based on the Faberlik marketing plan. The long-term goal of the company’s distributor is to become a general partner, buy a house, get a higher education. Medium-term - become a CEO for 17 directories, buy a car. The short-term goal is to enroll in remuneration courses, apply for a passport, bring 10 new consultants to the company.

According to the content of planning decisions

Existing species:

• strategic;
• tactical;
• operational calendar;
• business.

Strategic planning is long-term. With its help, a way of expanding activities is determined, new directions are created, the market and its segments are analyzed, demand and the distinctive features of the target audience are studied. The method helps to analyze emerging problems and threats to the activity. It plays a significant role in the development of strategic thinking and development. Forms an information base for effective management of the implementation of strategies. For a better understanding, you can give an example. The strategy of the Avon marketing plan is to create a line of cosmetics that will be able to combat any signs of aging and preserve youthful skin.

Tactical shows how to implement the strategy and what needs to be done to do this. When analyzing the situation, specific indicators are identified to create an action program. There are restrictions; they last no more than a year. The short-term period is associated with an unstable situation in the market. You need to understand that the need for adjustment is fully determined by the timing. The longer the time span, the higher the chance of making changes.

Business development slows down due to various factors, such as lack of sales policy, lack of sufficient financial resources. Identifying weaknesses in a business strategy is a tactical level. Thus, the purpose of planning is to identify a specific problem.

Operational calendar ensures the reliable operation of the enterprise. By creating the necessary conditions, the work of the interacting sections is synchronized. Thus, indicators are concretized, the organization’s work is organized. The deadlines for the execution of assigned orders, the stages of preparation and implementation of control, process, and accounting are determined.

The marketing plan in the business plan helps evaluate the appropriateness of the activities. With its help, the relevance and effectiveness of the task are analyzed in detail. When compiling, absolutely all indicators and opportunities are taken into account.

Company Marketing Plan Context

The context refers to a combination of conditions and circumstances that are suitable for any business. It has 4 components:

• a place;
• a group of people;
• external circumstances;
• internal circumstances.

For example, when considering the Armel marketing plan, it becomes clear that the best place to sell is an office or a store, the person with whom you need to discuss the terms of cooperation is a seller or a store owner. Under external circumstances, we can understand the ability to get to the outlet for the purchase of goods. Internal circumstances - the level of professionalism of the seller, his ability to find a common language with the buyer.

Each context has its own task, and execution is most appropriate under certain conditions. The context determines the place, number of people, external and internal factors. It is especially important in the field of time management and self-organization. This is due to the abundant number of opportunities that can complicate self-discipline.

Standard planning covers absolutely the entire context, while partial planning only takes into account some details.

By planning objects

Planning objects mean the following:

• target;
• facilities;
• programs;
• plans.

First, the desired end result is determined. For this, a "goal tree" is formed. This structure is built on a hierarchical principle, it helps to represent the final state of the problem. There is a general goal - it is at the top of the tree, as well as subordinate goals of the second level, third, etc. They correspond to such indicators as accuracy, measurability, importance, and compressed time frames.

For example, the general goal described in the Amway marketing plan is to create a company in which everyone can open a business, gain recognition, help others build their future.

A system of measures is being outlined aimed at conveying instructions to performers. After that, the tools that are necessary to achieve the result are analyzed. This includes not only finance, but also information, personnel, equipment. In addition, it is necessary to determine the actions that will be taken to implement, increase the maximum number of customers.

A marketing system is used as the main sales program, which allows a person to independently choose growth rates, a schedule, and employment. The income level is formed by the amount of product sold and by attracting new distributors. Everyone can become a distributor of a product, for this you need to contact your current distributor or register on the site. After filling out the form, a specific set of products is ordered and paid.

In depth

Aggregated planning is a way in which several types of resources and program indicators are combined. It is used for the timely provision of the necessary facilities for the implementation of the production plan. Key principles:

• feasibility;
• optimality.

Capacity needs should not go beyond capabilities, and the way to meet needs should be resource-sensitive. This must be done so as to maximize production capabilities and use the minimum amount of resources. In the formation, such parameters as the quantity of labor, the level of production, and the volume of stocks are used.

In large organizations, program tasks calculated by special methods are used. In medium-sized companies, these are calculations of the required number of employees, suitable equipment, and calculation of material resources.

With a detailed plan, an in-depth schedule is developed at the level of performers. The level of detail depends on the complexity and size of the project. With this kind of planning, it is analyzed how many events and activities need to be included in the schedule, how detailed the implementation technology is, and who the schedule is for.

In order

If a company has several marketing plans, they can be carried out in different order:

• sequentially:
• at the same time;
• with overlapping;
• out of turn.

Consistent is a phased implementation of tasks. Upon completion of one marketing plan, another is developed on its basis. They are formed with a certain periodicity.

Synchronous is the simultaneous formation of several plans.

Moving means that the plans will overlap. After one period of the entire period, it is extended for the same time.

There is also extraordinary planning, which is carried out as necessary, for example, as an anti-crisis program.

Priority

Priority is a property of a task that reflects the importance of execution. Prioritization is especially important when a project contains many additional tasks. Many of them can be postponed to a later time, because this will not affect the situation as a whole. There are many techniques for prioritizing tasks. Sutherland Methodology Example:

• determination of the most valuable and important for the creation of projects;
• what is necessary for the customer and the person who will use the product;
• which gives the biggest profit;
• which is easier to implement.

It is based on a progressive production system. The work proceeds in the order in which the list items are located. After completing each item, you need to contact the customer and consult.

Each item in the plan has its own priority. This helps determine what is of the least importance and what plays a dominant role. The ability to properly prioritize is an indicator of high performance. Expediency is determined by significant points - they indicate whether the goal will be achieved. All companies take these indicators into account when developing a marketing plan. Nl has a huge range of products, so prioritization is one of the most important points.

Forming a plan

There is an algorithm for creating an effective plan. To create a working strategy, you must clearly follow each item. So, the Faberlic marketing plan is a large list of goals and tools to achieve them. It took a lot of time to create it, and during the formation they consistently approached the implementation of each stage.

1. First you need to determine the mission of the organization. At this stage, the meaning of the existence of the company is formed, which is unchanged.
2. The goal is set, the main mission is concretized. The desired results, the direction of activity are clearly formulated, the main objective function is highlighted.
3. The external conditions for business development are analyzed and evaluated. This section of the marketing plan identifies factors that may threaten the current strategy, and those that create favorable conditions.
4. Information is collected on all subsystems of the organization to identify weaknesses and functioning problems. External threats, own capabilities are analyzed, strategic alternatives are determined. After that, the most suitable for a particular case are selected.
5. They begin to implement previously developed methods for achieving their goals.
6. To assess the effectiveness of the points of the marketing plan, ongoing monitoring of the processes is carried out.

Principles of creating a marketing plan

There are various techniques that are used during the development of a marketing plan:

1. ABC.
2. The Eisenhower Principle.
3. Pareto Rule.

ABC planning is done by comparing important and unimportant things. The principle of the method is the distribution of tasks of all categories of importance using the ABC lettering. The most important tasks are in group A. When using this technique, it is precisely the importance that is taken into account, but not the complexity or the effort expended.

Category A is not more than 15% of all tasks. These are the most important events, they bring 65% of the results. 20% of the total is brought by the main business of category B. They make up a little more than the first category - about 20%. 65% of all cases are occupied by the most secondary affairs. They bring about 15% of the results.

To use ABC, you must perform the following steps:

• make a list of future tasks;
• prioritize according to importance;
• to number;
• Rate assignments according to categories.

The chief executive only deals with the first categories. The next group is subject to reassignment. The components of the list C are of little significance, therefore they are subject to mandatory re-assignment.

The Eisenhower Principle is a very useful tool for quickly studying the task at hand. It identifies the most important decisions and implies prioritization. The analysis takes into account not only priority, but also urgency. The most significant category includes urgent matters, the implementation of which must be started immediately. The following on the list are those that need to be done right away, but they are not important. Here you need to determine their degree of significance in accordance with the categories of ABC. Sector C solves the problem of deferred tasks that begin to be completed before the deadline. Most of the time is occupied by tasks with low significance and priority. By defining them, you can free up a lot of time to solve really necessary tasks.

The Pareto rule states that the smallest part of the action brings the most part of the results. It is very convenient to combine with ABC planning or the Eisenhower principle. The principle says that 20% of the actions form 80% of the result, but 80% of the rest of the work gives only 20% of the result described in the marketing plan. An example that can further describe this system is the client-income bundles. So, a smaller portion of customers brings most of the profits. The theory accurately describes the situation, but does not specify what actions can be taken to filter profitable customers.