MUIDEEN ADEBAYO IBRAHIM |
What
is marketing plan? Why do you need a marketing plan? What will a marketing plan
do for you? What is included in the marketing plan? What essential elements
that most plans include?
This
write up will look critically at marketing plan and also answer some critical
questions so that entrepreneurs will not have so many challenges in the market
place with their products and services. This is principally because the dynamic
of the market has changed greatly and the competition is now very intense and
unpredictable. The market place is now the survival of the fittest which is the
law of the jungle.
The key facts about marketing plan:
- It outlines a business' overall
marketing strategy.
- Identify target market, business strategy, marketing
budget, etc.
- Acts as a roadmap to help a business meet its goals.
- Used by executives, employees,
investors, and shareholders for decision making.
What is marketing plan?
Laura
Lake defined marketing plan as a roadmap for introducing and delivering your
product or service to potential customers. It does not need to be long, and it
doesn't have to cost a lot of money to complete, but it will take some research
and efforts.
Why do you need a marketing plan?
The
importance of marketing plan cannot be over emphasized and it will no doubt
contribute greatly the success of your product and/or services if properly
done.
An
effective marketing plan helps a company understand the market that it targets
and the competition in that space; understand the impact and the results of
marketing decisions; and provides direction for future initiatives. Although
marketing plan can vary depending on the industry, type of products or
services, and the goals you want to achieve.
What is included in the marketing
plan?
Executive Summary
The
executive summary is a high-level overview of the marketing plan. This section
should provide a brief summary of the plan for those who may not read the
entire document.
This
part may not be more than two pages and should be written last.
Business Description
This
section describes what the business is all about, including the location, names
of the business owners, the current business situation (position in the
marketplace), the company’s vision, mission statement, core values, competition
and external factors that are currently impacting or may eventually affect the
business.
Situation Analysis
Your
situation analysis details the context for your marketing efforts. In this
section, you will take a close look at the internal and external factors that
will influence your marketing strategy. Many companies do a SWOT Analysis,
which combines the external and internal analysis to summarize your strengths,
weaknesses, opportunities, and threats.
The
SWOT analysis should also highlight areas where the business will need to
improve to compete more effectively.
Business Objectives
An
effective marketing plan will help support the overall business strategy and
goals. In order to reach this sort of alignment, marketers must be clear on
what these business objectives are and which aspects of them they can affect.
Distribution and Delivery Plan
Distribution
and delivery outline how the company will sell and deliver your products to
customers. Methods of sales and delivery include retail, wholesale, direct to
homes or businesses, or online.
Marketing Goals
These
goals will tie into the overall business objectives, but they'll focus only on
the portions of the business that marketing can influence. For instance, if an
overall objective of a company is to increase revenue from repeat business by a
certain percentage in the next year, then the related marketing goal might be
to get a certain amount of customers to sign up for a rewards program each
month.
Target Market
The
concept of target markets is one of the most basic, yet most important aspects
of marketing. It is unrealistic to think that you can attract everyone, so you
need to identify your ideal customers. What do they like? What don't they like?
How old are they? Where can you find them?
Getting
specific about your target market and segmenting it into even smaller groups
for specific promotions can help you decide where to commit resources and what
kinds of tactics and messages to use.
Unique Selling Proposition (USP) and Strategies
The
USP describes how the company will gain a competitive advantage in the
marketplace by supplying one or more of the following benefits to customers:
- Providing a unique or superior
product
- Delivering lower prices
- Providing better customer
service
Strategies
are the approaches you want to take to achieve those goals. For instance, if
you're trying to get a certain amount of people to sign up for a customer
rewards program each month, your strategy may be to introduce new customers to
the rewards program with personalized invites that highlight rewards that they
may be interested in and then providing great customer service to help them get
started.
Tactics
These
are the specific actions you will take to execute the strategies that you set.
So, if your introduce new customers to the rewards program with personalized
invites, then one tactic you could use is sending out emails that address each
new customer by name and let them know about some specific rewards that they
can get, along with a link to easily sign up for the rewards program.
Messaging Guidelines
The
right messaging can help establish your brand's position in the market, help it
stand out from competitors, demonstrate value to potential customers, and reach
specific audiences. You can set some general messaging guidelines in your
overall plan, then use them as a starting point to craft more specific messages
for each campaign and different segments of your target market.
Budget
You
must know what you can spend on your marketing campaigns and how much money
your company is willing to put into different types of marketing efforts.
Tracking and Evaluation
This
section of your plan should include plans and procedures for tracking each type
of marketing activity you are using. Tracking helps monitor the effectiveness
of each marketing activity and is especially helpful with your overall program
evaluation. If you are not tracking and measuring your efforts then you are not
marketing effectively.
Before Developing Your Marketing Plan
You
can't develop a marketing plan without market research. Market research guides
the direction of all of your marketing efforts by giving you vital information
on your potential customers (your target market) and the feasibility
of your products and services.
Market
research should include monitoring industry and economic trends, scouting the
competition to determine how you can gain a competitive advantage
in pricing and customer service, and determining the best ways to
reach your target market via traditional advertising, social media, and other
channels.
Market
research can be done by a professional research company but this may be too
expensive for a small and medium enterprise but it is an exercise that you can
do on your own if you have the will power.
Key Takeaways
- A marketing plan is an
important part of your overall business plan, and every business should
update its marketing plan regularly.
- There are certain sections
every business should include in its marketing plan.
- A marketing plan will help guide
your marketing efforts each year.
- Always ensure that the
marketing strategy you use lines up with the goals and plans you've made
for the business.
So
keep the dream alive! Success shall be yours!
Never
Give Up!!
See
You at the TOP!!!
It
is well!
Muideen Adebayo Ibrahim is an entrepreneur:
the Founder, LIBRA CONSULTING; a Management Consultancy Firm and BAMIB RESOURCES (a Premium Pencil Company) based in Lagos and can be reached via muideenibrahim2004@yahoo.com or 08037221517
(sms) only please!
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