Marketing plan: a comprehensive plan (campaign) to achieve marketing objectives that include long-term and medium-term objectives in the allotted time; Which helps to implement and implement the company’s marketing strategies.
At an organization, business unit, or product level (such as a product line), a marketing plan helps change the perception of a product or service, better understand the needs of the target customer community, meet the company’s sales expectations, market share, and more.
The marketing plan clearly defines what the company will do to deliver products and support legacy products, and this program sets out the direction and implementation details for the organization’s marketing.
Demonstrate the marketing plan, sales schedule, promotional activities, pricing policy and site distribution efforts. How to control the processes as well as measure the results is part of the programme. Marketing programs are treated in the strictest confidence, so that no competitor uses their details!
Every marketing plan consists of three main parts:
Marketing objectives: After analyzing the current situation of the enterprise, competitors and market conditions, marketing objectives can be determined. The main objective of marketing programs is to create a balance between the products of the organization and the target markets.
Objectives must be specific or specific, measurable, agreed, realistic and timed or SMART!
Marketing strategy: is the method of achieving marketing objectives. The strategy describes the method chosen to achieve a specific goal and the tools needed to achieve that goal within a time frame. Of course, these methods do not include the details of the work followed on a daily basis. In general, marketing strategies are related to the marketing mix (product, price, promotion and distribution).
Marketing tactics: involves the process of turning a strategy into an action plan. Each business plan includes the current state of the company, the company’s goals and activities, responsibilities, start and end time, and costs.
In general, the marketing plan carefully outlines everything that is needed to accommodate a new product and support the old ones. The marketing plan describes the schedule of sales, promotional activities, pricing policies and processes for distributing products in the target markets. How to control and evaluate the performance of program results is also part of the marketing programme.
The marketing plan depends on the target market and the elements of the marketing mix, including the elements: product or service, pricing or place, place of supply, promotion activities, or 4P. In order to be able to influence the client. Designing and developing a marketing mix, known as “fourp 4P” or “eightp 8P”, is one of the main tasks of a marketing manager, which we will discuss in detail in future articles.
General headings for a marketing plan or plan:
Executive Summary: A text paragraph containing a summary of the project’s activities and achievements in the marketing plan. This text paragraph is the project audience’s first encounter with your ideas and program, as a reflection of the thought philosophy behind the project.
Important points in writing this section:
Numerical details such as budget and increase in revenue and expenses are not directly stated and are expressed as a percentage of rand (16% over 10%) if required.
Details of components and tactical operations are not mentioned.
The names of business partners are usually not mentioned and, if necessary, referred to as: partners, partner companies, corporations, business partners, business allies and similar names.
Summary of the company’s general situation: This section includes all relevant data, and consists of an analysis of the company’s strengths and weaknesses, opportunities and threats.
Focus on Market Opportunities: This section includes an overview of the various target market segments, assessment of customers and their needs, and the competitive challenges faced by companies and their products.
Financial and Marketing Objectives: Financial objectives are usually referred to as a correction (or promotion) of additional income and are expected to result in a profit at the end of each planning period. One of the most important objectives of marketing or marketing objectives can be stated as selling or developing market share (market share).
Summary of the company’s marketing strategy: This summary shows the target market, how it is positioned, product line, distribution and pricing. This strategy will also take into account all specific measures conducive to the achievement of the stated objectives. These measures may include sales force reorganization, customer use of discounts, comprehensive national advertising program, direct mail marketing programmes, etc.
Operational and Operational Details: This section includes all operational and operational elements with the intended approach to their use; Forecasting the achievements of each of the operational departments if they can be counted (eg: recruiting followers, subscribing to the newsletter…) is mentioned in this section.
Monthly marketing budget
Monthly sales and revenue forecast
Programs to monitor and evaluate progress