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Member You - Marketing Plan To Copy - A Marplan Is Like A Map To Your Profits
Apparently, there are all sorts of reasons to be dissatisfied with your job...Statistically, studies have shown that:-Lack of career advancement -Lack of training -Lack of direction from supervisors -A challenging economy -Lack of support from employers (CareerBuilder.com)Some of mine included:-Feeling under valued -Feeling like a cog in the wheel -Feeling like I had my hands tied when trying to manage -Feeling out of balance -Feeling out of integrity with my company’s philosophiesI’m sure you could add a few of your own as well.Years of working with clients to permanently put an end to their job dissatisfaction has led me to the following important conclusion:-The only cause of job dissatisfaction that we can control is the fact that we are not doing work that satisfies us equally, both personally and financially.There are those of us who make great money but, we never see our family. There are also those of us who are doing incredibly important work but, are making no money and are feeling under valued. Neither is completely satisfied.All of the statistical and individual reasons I mentioned above are really mute to all of those people out there who love their jobs and their lives. These people know that external circumstances can’t control them, unless they let them and knowing this is where your power lies!What external circumstances are controlling you? Isn’t it empoweri
2.5 Issues analysis
You should briefly list such key external issues as government legislation affecting your business, or new technological development that impinges on your product.
3.1 SWOT analysis
Strengths Weakness Opportunities Threats
A major component of any marketing plan is the SWOT analysis. Strengths and weaknesses are born of internal elements while opportunities and threats come from outside. When opportunities and threats are recognised they can then be examined from the point of view of your product strengths and weaknesses.
What could we change or improve about our product to make it easier for the customer? What are our customers' wants and desires? - We may possibly find new opportunities by thinking about such questions.
It is worth remembering that a threat can also be an opportunity to you, while a strength may also be a weakness depending on your point of view!
A business offering a vast selection of products may see this as one of their strengths. But for the customer, confused by the bewildering array of options as they try to find what they need, sees it as a weakness.
4. Positioning Strategy
Decide how you want your clients to perceive you in your marketplace. Lowest price? Best service? Highest quality? This is all part of the differentiation process.
5. Differentiation
You want to 'stand out from the crowd' so you need to
With modern wire EDM machines utilizing CNC (the Computer Control, or the brains of the machine if you will) for production, there is a user-interface device, the computer, where the worker will input the required data for design that will eventually guide the wire EDM machine during the passes and cuts in the process of creating the final product. Moreover, like any computer today, software is needed to run the equipment. This is no different in wire EDM. The CNC Controller and the software application comprise the wire EDM technology.In much the same way that many different software applications for word processing or email exist, so to are there numerous wire EDM technology software applications for wire EDM machine CNC controllers, nearly all of which integrate with varying AutoCAD or similar CAD/CAM software. Today, developers can create the object in AutoCAD, designing tensile strength, variances, etc. and provide that to a wire EDM shop that will then plug this design into the wire EDM Technology software, which will in turn drive the machine, turning out the final product.Some of the more popular wire EDM technology software applications today, which are typically supported on Windows Operating System machines, include:-PEPS Wire EDM, developed and distributed by Camtek -VISI-wire, developed and distributed by Vero International Software -TracTrix, developed and distributed by TrixsystemsEach wire EDM machine CNC controller will have its own requirements
When you overdraft or financing facilities come up for renewal and your bank manager has to justify lending the bank's money to your business, think how much easier it would be to convince him to continue backing you with a plan laid out in neat systematic form.
It is probably the case that far too many small companies don't have a Marketing Plan, or the owner has it locked in his head. A place of storage that is really difficult to access when you need to show it to the potential investor or the bank manager. And inevitably this event usually occurs when you are really busy and committing your plan to paper, or computer file, is added pressure that you really could do with out. I run a small retail business - an independent bookshop and a Collectables gift business on the Internet.
Recently I studied for, and obtained, the UK's Chartered Institute of Marketing's "Professional Diploma in Marketing" by doing a convergent learning course on the net and in four intensive workshop days in my local town. It brought home to me that what we did in our own business was fine up to a point. As the course was very practical, with the chance to use any organisation of the student's choice in the assignments that we had to submit, I ended up formally setting down the Marketing Plan on paper, that had been up there in my head for no one to see!
So what is a Marketing Plan for?
Well, its purpose is to lay down, direct and co-ordinate all your marketing activities and events. Think of it as a map. With a map it is easier to get some place. With a marketing plan it is easier to get the business to where you want it to head. This is, hopefully, to huge profits!
Perhaps you are the owner or director of a company seeking backing or further investment? Well a good marketing plan can be really important in attracting new investment or better bank facilities.
Perhaps you need help in making choices regarding which parts of the market to focus on and how to compete in that target market (Marketing Strategy)?
Often the mere process of preparing a marketing plan will help you to develop a successful marketing strategy through the discipline and process that you go through.
A good marketing plan will describe all the marketing actions to be carried out within a specific time period. It will contain details of your company, its products or services, its marketing objectives and strategies and information on how to measure the results of the marketing activities.
It might help if I give you a framework of basic elements that a Marketing Plan should include.
Basic Elements of a Marketing Plan
So what do you need?
1.Executive Summary - introduces and explains the major features and recommendations to executives (or your bank manager).
1.1 Introduction - a brief description of your organisation, its products and or services.
The context and objectives of the plan should be described and a description of what your business activities are. You should include current revenues, customers and your market position. You can also blow your own trumpet here! Note your accomplishments and successes to date. If it is a new market entry or entirely new markets you are going for, then here is the place to describe any experience, training or competencies that your company has.
1.2 Vision, Mission Statement and Objectives
Mission statements focus on the long-range purpose of your marketing plan. "To educate entertain and enlighten our clients so that they become more successful Marketers." Company objectives should be more specific and oriented towards action. "We will deliver a balanced range of Marketing Solution Publications to the U.K. and Europe through mail order and Internet."
1.3 Team description
Who will deliver the plan? What are the resources and structure of the team who will do so? Management skills and capabilities. List any Marketing knowledge, sales skills, copy-writing ability, etc. Agencies - Include any Marketing consultants, PR agencies you are using.
If there are any gaps honestly point them out and do a Training Needs Analysis.
1.4 Main marketing objectives
You need only give a brief statement of these here to close the Executive summary.
2.1 Current market conditions
What are the trends in your market? What are the dynamics facing businesses such as yours? Who are your target customers? What competition do you face?
2.2 Market trends:
You should describe the macroeconomic trends that directly affect the target market that your marketing plan is aimed at. This is where the PEST Framework is useful to include. (Sometimes referred to as PESTEL, SLEPT or PESTE) the components are: Political Economic Social Technological Environment Legal
2.3 Target market
It goes without saying that you should be aiming all your marketing efforts precisely at a target market or you are heading for a disaster.
All good marketing planning should follow from a very detailed segmentation of the market. Size? Is it growing, staying the same, or shrinking? Customer characteristics e.g. age, sex, income level, location, marital status, number of children etc. Habits, patterns and values of target customer. What are their wants, needs and desires? What are their buying habits? - How do they spend their disposable income and when do they buy and how do they buy? How many times and when?
2.4 Competition analysis
In the micro environment analysis of a Marketing Audit you will hopefully have identified your present and potential competitors. What are their key products / services? How do they differentiate them selves? You should briefly explain the actions that you will take to oppose or overcome your competitor's offerings.
I highly recommend you use Professor Michael Porter's Five Forces Model for this and the four other threats he identifies. Space does not allow me to go into detail here although I have written a more comprehensive report in which I include a diagram of the Five Forces Model available from my own website.
2.5 Issues analysis
You should briefly list such key external issues as government legislation affecting your business, or new technological development that impinges on your product.
3.1 SWOT analysis
Strengths Weakness Opportunities Threats
A major component of any marketing plan is the SWOT analysis. Strengths and weaknesses are born of internal elements while opportunities and threats come from outside. When opportunities and threats are recognised they can then be examined from the point of view of your product strengths and weaknesses.
What could we change or improve about our product to make it easier for the customer? What are our customers' wants and desires? - We may possibly find new opportunities by thinking about such questions.
It is worth remembering that a threat can also be an opportunity to you, while a strength may also be a weakness depending on your point of view!
A business offering a vast selection of products may see this as one of their strengths. But for the customer, confused by the bewildering array of options as they try to find what they need, sees it as a weakness.
4. Positioning Strategy
Decide how you want your clients to perceive you in your marketplace. Lowest price? Best service? Highest quality? This is all part of the differentiation process.
5. Differentiation
You want to 'stand out from the crowd' so you need to
eBay: Make Money Selling The Most Valuable Commodity On The Planet is about…• How anybody can make their fortune prospecting the eBay goldmine.• Why so many people fall short.• How you can avoid the same banana skins!The most valuable commodity on the planet is of course information and vast fortunes have been made selling it in one form or another. It is the ultimate minimal risk high profits megabucks commodity.But selling information on eBay is not going to rock your world if you can't avoid the following banana skins…Here is your first banana skin avoidance measure…Believe the hype!The eBay hype suggests that it is a marketing Tyrannosaurus Rex with over 100 million registered members and 1.5 billion page views every month. Alas, not many people know how to put this monster to work and will end up with little more than bread crumbs to show for all of their efforts.Put simply, if you can get your head around the size of this mega beast you'll understand the enormous opportunity staring you in the face!And your second banana skin…Traffic starvation.Without visitors - and plenty of them - your auctions will wither on the vine and perish. But there is a solution… If all else fails do what the pros do, reach for your plastic.eBay’s Feature Plus option is expensive but it brings in the traffic. Include a counter when you set up your auction so that you know how many visitors actually turn up, it is
So what is a Marketing Plan for?
Well, its purpose is to lay down, direct and co-ordinate all your marketing activities and events. Think of it as a map. With a map it is easier to get some place. With a marketing plan it is easier to get the business to where you want it to head. This is, hopefully, to huge profits!
Perhaps you are the owner or director of a company seeking backing or further investment? Well a good marketing plan can be really important in attracting new investment or better bank facilities.
Perhaps you need help in making choices regarding which parts of the market to focus on and how to compete in that target market (Marketing Strategy)?
Often the mere process of preparing a marketing plan will help you to develop a successful marketing strategy through the discipline and process that you go through.
A good marketing plan will describe all the marketing actions to be carried out within a specific time period. It will contain details of your company, its products or services, its marketing objectives and strategies and information on how to measure the results of the marketing activities.
It might help if I give you a framework of basic elements that a Marketing Plan should include.
Basic Elements of a Marketing Plan
So what do you need?
1.Executive Summary - introduces and explains the major features and recommendations to executives (or your bank manager).
1.1 Introduction - a brief description of your organisation, its products and or services.
The context and objectives of the plan should be described and a description of what your business activities are. You should include current revenues, customers and your market position. You can also blow your own trumpet here! Note your accomplishments and successes to date. If it is a new market entry or entirely new markets you are going for, then here is the place to describe any experience, training or competencies that your company has.
1.2 Vision, Mission Statement and Objectives
Mission statements focus on the long-range purpose of your marketing plan. "To educate entertain and enlighten our clients so that they become more successful Marketers." Company objectives should be more specific and oriented towards action. "We will deliver a balanced range of Marketing Solution Publications to the U.K. and Europe through mail order and Internet."
1.3 Team description
Who will deliver the plan? What are the resources and structure of the team who will do so? Management skills and capabilities. List any Marketing knowledge, sales skills, copy-writing ability, etc. Agencies - Include any Marketing consultants, PR agencies you are using.
If there are any gaps honestly point them out and do a Training Needs Analysis.
1.4 Main marketing objectives
You need only give a brief statement of these here to close the Executive summary.
2.1 Current market conditions
What are the trends in your market? What are the dynamics facing businesses such as yours? Who are your target customers? What competition do you face?
2.2 Market trends:
You should describe the macroeconomic trends that directly affect the target market that your marketing plan is aimed at. This is where the PEST Framework is useful to include. (Sometimes referred to as PESTEL, SLEPT or PESTE) the components are: Political Economic Social Technological Environment Legal
2.3 Target market
It goes without saying that you should be aiming all your marketing efforts precisely at a target market or you are heading for a disaster.
All good marketing planning should follow from a very detailed segmentation of the market. Size? Is it growing, staying the same, or shrinking? Customer characteristics e.g. age, sex, income level, location, marital status, number of children etc. Habits, patterns and values of target customer. What are their wants, needs and desires? What are their buying habits? - How do they spend their disposable income and when do they buy and how do they buy? How many times and when?
2.4 Competition analysis
In the micro environment analysis of a Marketing Audit you will hopefully have identified your present and potential competitors. What are their key products / services? How do they differentiate them selves? You should briefly explain the actions that you will take to oppose or overcome your competitor's offerings.
I highly recommend you use Professor Michael Porter's Five Forces Model for this and the four other threats he identifies. Space does not allow me to go into detail here although I have written a more comprehensive report in which I include a diagram of the Five Forces Model available from my own website.
2.5 Issues analysis
You should briefly list such key external issues as government legislation affecting your business, or new technological development that impinges on your product.
3.1 SWOT analysis
Strengths Weakness Opportunities Threats
A major component of any marketing plan is the SWOT analysis. Strengths and weaknesses are born of internal elements while opportunities and threats come from outside. When opportunities and threats are recognised they can then be examined from the point of view of your product strengths and weaknesses.
What could we change or improve about our product to make it easier for the customer? What are our customers' wants and desires? - We may possibly find new opportunities by thinking about such questions.
It is worth remembering that a threat can also be an opportunity to you, while a strength may also be a weakness depending on your point of view!
A business offering a vast selection of products may see this as one of their strengths. But for the customer, confused by the bewildering array of options as they try to find what they need, sees it as a weakness.
4. Positioning Strategy
Decide how you want your clients to perceive you in your marketplace. Lowest price? Best service? Highest quality? This is all part of the differentiation process.
5. Differentiation
You want to 'stand out from the crowd' so you need to
I Never NoticedMy father was the glue that held my connection to a hundred or more relatives together and since he passed away, my family has become smaller and smaller for me. Pictures have disappeared, replaced occasionally by emails and new names. And I never noticed. The branches of my relationship tree prune themselves. And I am diminished.Sadly, that is normal and usual, part of the constantly shifting patterns of life. It seems we only pay attention to our relationships when they are very close and breaking or broken. The rest we take for granted and we let them drift.But they, too, are subject to the laws of thermodynamics. They, like everything else in the universe, drift inexorably from order to disorder. Some relationships get more and more tenuous and then, like very remote points of light, they blink out. And we don’t notice that our life gets somehow dimmer.Some relationships get increasingly more difficult. It’s always ‘their fault’ and we wish they would disappear. But the quality of our life is measured by the quality of our relationships and there doesn’t seem to be anything we can do about it.You know that all business is relationships and so are all organizations and communities - but what can we do about them? How do we build them, how do we strengthen them? Even if we knew how, doing it never occurs as something urgent. After all, life changes; so do relationships. These, too, shall pass.This is why I’m a coach.
1.1 Introduction - a brief description of your organisation, its products and or services.
The context and objectives of the plan should be described and a description of what your business activities are. You should include current revenues, customers and your market position. You can also blow your own trumpet here! Note your accomplishments and successes to date. If it is a new market entry or entirely new markets you are going for, then here is the place to describe any experience, training or competencies that your company has.
1.2 Vision, Mission Statement and Objectives
Mission statements focus on the long-range purpose of your marketing plan. "To educate entertain and enlighten our clients so that they become more successful Marketers." Company objectives should be more specific and oriented towards action. "We will deliver a balanced range of Marketing Solution Publications to the U.K. and Europe through mail order and Internet."
1.3 Team description
Who will deliver the plan? What are the resources and structure of the team who will do so? Management skills and capabilities. List any Marketing knowledge, sales skills, copy-writing ability, etc. Agencies - Include any Marketing consultants, PR agencies you are using.
If there are any gaps honestly point them out and do a Training Needs Analysis.
1.4 Main marketing objectives
You need only give a brief statement of these here to close the Executive summary.
2.1 Current market conditions
What are the trends in your market? What are the dynamics facing businesses such as yours? Who are your target customers? What competition do you face?
2.2 Market trends:
You should describe the macroeconomic trends that directly affect the target market that your marketing plan is aimed at. This is where the PEST Framework is useful to include. (Sometimes referred to as PESTEL, SLEPT or PESTE) the components are: Political Economic Social Technological Environment Legal
2.3 Target market
It goes without saying that you should be aiming all your marketing efforts precisely at a target market or you are heading for a disaster.
All good marketing planning should follow from a very detailed segmentation of the market. Size? Is it growing, staying the same, or shrinking? Customer characteristics e.g. age, sex, income level, location, marital status, number of children etc. Habits, patterns and values of target customer. What are their wants, needs and desires? What are their buying habits? - How do they spend their disposable income and when do they buy and how do they buy? How many times and when?
2.4 Competition analysis
In the micro environment analysis of a Marketing Audit you will hopefully have identified your present and potential competitors. What are their key products / services? How do they differentiate them selves? You should briefly explain the actions that you will take to oppose or overcome your competitor's offerings.
I highly recommend you use Professor Michael Porter's Five Forces Model for this and the four other threats he identifies. Space does not allow me to go into detail here although I have written a more comprehensive report in which I include a diagram of the Five Forces Model available from my own website.
2.5 Issues analysis
You should briefly list such key external issues as government legislation affecting your business, or new technological development that impinges on your product.
3.1 SWOT analysis
Strengths Weakness Opportunities Threats
A major component of any marketing plan is the SWOT analysis. Strengths and weaknesses are born of internal elements while opportunities and threats come from outside. When opportunities and threats are recognised they can then be examined from the point of view of your product strengths and weaknesses.
What could we change or improve about our product to make it easier for the customer? What are our customers' wants and desires? - We may possibly find new opportunities by thinking about such questions.
It is worth remembering that a threat can also be an opportunity to you, while a strength may also be a weakness depending on your point of view!
A business offering a vast selection of products may see this as one of their strengths. But for the customer, confused by the bewildering array of options as they try to find what they need, sees it as a weakness.
4. Positioning Strategy
Decide how you want your clients to perceive you in your marketplace. Lowest price? Best service? Highest quality? This is all part of the differentiation process.
5. Differentiation
You want to 'stand out from the crowd' so you need to
There is that moment in our lives, that moment we decide that life has more to offer. That moment that we decide we can be happier and have more joy in our day to day adventures. So one day you wake up and decide it’s time to improve your life. The obvious choice to you is to purchase a book that will tell them how to have a fuller, richer experience in life. You thumb over the hundreds of books available and decide on the one that you know will take you to the next level of happiness and fulfillment in your life. You read the book and take in all it has to offer. It doesn't sound too hard to make life better so you jump in and follow the guidelines laid out for you. A few weeks go by and you are following most of the steps and you like where your life is headed.Then life starts gets in your way. Family challenges arise. Some frustrations at work set in. Next thing you know, you've fallen back into your comfort zone on how to deal with stress and other daily challenges. You abandon the direction the book was offering because you don't "have the time" to put in the effort to facilitate the changes you say you want.A few months go by, you’ve abandoned anything the book had to offer and you’re back to being unhappy with your life. This book collects dust and life goes on.A few more months pass and you wake up with a new vision. This time, this time for certain, you’re going to really do it. You’re going to make that change to improve their lot in life. So off you head to
What are the trends in your market? What are the dynamics facing businesses such as yours? Who are your target customers? What competition do you face?
2.2 Market trends:
You should describe the macroeconomic trends that directly affect the target market that your marketing plan is aimed at. This is where the PEST Framework is useful to include. (Sometimes referred to as PESTEL, SLEPT or PESTE) the components are: Political Economic Social Technological Environment Legal
2.3 Target market
It goes without saying that you should be aiming all your marketing efforts precisely at a target market or you are heading for a disaster.
All good marketing planning should follow from a very detailed segmentation of the market. Size? Is it growing, staying the same, or shrinking? Customer characteristics e.g. age, sex, income level, location, marital status, number of children etc. Habits, patterns and values of target customer. What are their wants, needs and desires? What are their buying habits? - How do they spend their disposable income and when do they buy and how do they buy? How many times and when?
2.4 Competition analysis
In the micro environment analysis of a Marketing Audit you will hopefully have identified your present and potential competitors. What are their key products / services? How do they differentiate them selves? You should briefly explain the actions that you will take to oppose or overcome your competitor's offerings.
I highly recommend you use Professor Michael Porter's Five Forces Model for this and the four other threats he identifies. Space does not allow me to go into detail here although I have written a more comprehensive report in which I include a diagram of the Five Forces Model available from my own website.
2.5 Issues analysis
You should briefly list such key external issues as government legislation affecting your business, or new technological development that impinges on your product.
3.1 SWOT analysis
Strengths Weakness Opportunities Threats
A major component of any marketing plan is the SWOT analysis. Strengths and weaknesses are born of internal elements while opportunities and threats come from outside. When opportunities and threats are recognised they can then be examined from the point of view of your product strengths and weaknesses.
What could we change or improve about our product to make it easier for the customer? What are our customers' wants and desires? - We may possibly find new opportunities by thinking about such questions.
It is worth remembering that a threat can also be an opportunity to you, while a strength may also be a weakness depending on your point of view!
A business offering a vast selection of products may see this as one of their strengths. But for the customer, confused by the bewildering array of options as they try to find what they need, sees it as a weakness.
4. Positioning Strategy
Decide how you want your clients to perceive you in your marketplace. Lowest price? Best service? Highest quality? This is all part of the differentiation process.
5. Differentiation
You want to 'stand out from the crowd' so you need to
We are all out there looking for the same thing right? We want the American dream. We want the simple luxuries that having money affords. We want to be able to support our families from the comfort of our homes. But when we go to pursue it, it all seems like so much smoke and mirrors. How will you find the best home based business?Finding the best home based business really isn't just a pipe dream. People are out there doing it every day. The problem comes in the way the products are marketed. The product ads are telling people that they will get rich overnight; that is not the reality of the situation.The frustration with the best home based businesses is that there are so many people out there trying to make a quick buck. They want the get rich quick solution and the reality is there isn't one. So many will prey on peoples dreams, if more people understood the truth -that home business can really be a business that you can build the best home based business for yourself some of these problems would go away.For the most part we are marketing our business to a population that believes their next big break is just around the corner. And it would be if they would choose a business that fit, and buckled down and started building it. The best home based business is going to be the business that is worked on consistently and diligently. A business does not itself make overnight. The more we learn the more we can grow our businesses. Education has to come first. If we can lear
2.5 Issues analysis
You should briefly list such key external issues as government legislation affecting your business, or new technological development that impinges on your product.
3.1 SWOT analysis
Strengths Weakness Opportunities Threats
A major component of any marketing plan is the SWOT analysis. Strengths and weaknesses are born of internal elements while opportunities and threats come from outside. When opportunities and threats are recognised they can then be examined from the point of view of your product strengths and weaknesses.
What could we change or improve about our product to make it easier for the customer? What are our customers' wants and desires? - We may possibly find new opportunities by thinking about such questions.
It is worth remembering that a threat can also be an opportunity to you, while a strength may also be a weakness depending on your point of view!
A business offering a vast selection of products may see this as one of their strengths. But for the customer, confused by the bewildering array of options as they try to find what they need, sees it as a weakness.
4. Positioning Strategy
Decide how you want your clients to perceive you in your marketplace. Lowest price? Best service? Highest quality? This is all part of the differentiation process.
5. Differentiation
You want to 'stand out from the crowd' so you need to make some decisions on segmentation and the positioning of your business. Combine this with your competitive analysis and you should be able to differentiate yourself from the competition.
6. Key messages
Thinking about differentiation should also help you to decide on your 'Key messages'. Be warned that it usually takes time for these to make an impact, to 'sink in', as it were. This means it is important to keep repeating your consistent messages throughout any marketing campaigns.
7. The Marketing Mix
The 4 P's.P is for:
Product - List your companies products and services. Include their key features. Is there something unique about them? If you are launching a new product or service include it here.
Price - There are many ways to set a price, some more scientific than others are! Remember that pricing is an integral part of the marketing strategy. Ask yourself is the customer willing to pay the price proposed and will it give you any profit? Some prices may be set on a cost-plus basis - adding a profit on to the costs of producing the goods or services. A better way is the 'market-based' price because it takes into account what your competitors are charging.
Place - where do you sell? Direct, through an intermediary? Bricks and mortar or virtual outlet?
Promotion - what activities are you going to use to create awareness of your product or service to generate sales? This is also referred to as Marketing Communications and includes direct selling, corporate events, brochures, web-sites, advertising. You should be warned that many inexperienced marketers think that the promotional plan is the entire marketing plan. It is, as you can see, but one component of the marketing plan.
7a. Integration of Promotional activity
Have you got a consistent look and feel to all your marketing mix? It is wise to make sure all your communications, brand positioning, propositions, messages, etc are derived from a single brand position so it is not confusing to the consumer by being fragmented. Also are there cross selling opportunities for you to exploit?
Only 4 Ps? - Funny, I thought I heard there were 7!
Before leaving the marketing mix I need to tell you about the Extended mix, which adds People, Process and Physical evidence to Product, Price, Place and Promotion.
If you are a service, or a not-for-profit organisation, then the extra three Ps are most important for you. But don't just assume that because you are not, that they don't apply!
People oriented organisations have to consider how their personnel make the marketing activities more, or less, effective when dealing face to face (or on the phone) with their public.
Process makes it easy for you to deal with the organisation. If it is a charity, for example, today people expect to be able to go on-line, set up direct-debits, pay by card and not just put money in the street collectors tin.
Physical evidence is expected to result from paying for a service or donating to a charity. You expect to see some physical evidence of the use your money has been put to.
8. Marketing Budget
You need a detailed budget for the next year showing the budgeted costs for each of your promotional items.
9. Measurement
Results and feed back must be gathered each month and compared with the marketing plan. When they are going astray you need to take corrective action. Another tip is to ask your customers how they found you so that you can monitor what parts of your communications plan are working. Note this and include this in your measurements.
10. Milestones
It is a good idea to announce in the plan some marketing milestones you will strive to achieve. When you pass them celebrate!
So there it is a step by step process to create yourself a professional Marketing plan.
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