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What is a
Marketing Plan?
The marketing plan is the
design, combination and integration of different elements from the marketing
mix that, considering the forces of the market, allow to reach the annual
sales objectives and the objectives of marketing: market share, awareness
of the brand, development of new products and positioning of a brand among
other.
The marketing plan can
also be defined as the group of commercial actions that respond to the
questions of what to do, how to do it, when to do it, who will do it and
how much it will cost?
Marketing planning is specially
requested by those small and medium size companies that do not have a
sufficiently large and developed commercial structure to undertake complex
and vital projects such as this one.
CAPTURA bases its marketing
planning on the development of a global strategy of the company, both
for short and medium terms, in addition to the concrete programs of promotion,
publicity, products, sales strength, public relations, distribution and
other that may have to be executed on the basis of chronograms and budgets
What is a
marketing Plan for?
a. At the level of Management and Board of Directors:
- To reach an organizational approach
- To obtain resources
- To establish objectives
- To coordinate activities
- To facilitate general plans
b. Areas and
Department Level:
- To obtain cooperation
- To establish objectives
c. At the staff
Level
- To obtain identification and commitment
- To force coordination
- To set objectives
- To define programs of action and
control mechanisms
Basic content of a plan
of Marketing
1- INTRODUCTION
- Executive summary
- Methodology aspects
- Diagnosis of the company
- General description of the products
2- MARKET AND COMPETITION
- Characteristic and market
structure
- Economic, legal and cultural Reference
Frame
- Segmentation: definition of market
objectives
- Market Quantification
- Market Characterization
- Market Opportunities
- Determine sale objectives
- Prognosis of sales
3- PRODUCTS AND SERVICES
STRATEGIES
- Definition and quantification
of products
- Characterization of products
- Modality of use and benefits
- Packages and brand
- Products life cycle
- In front positioning of competing
products
- Public and/or distributor presentation
4- DISTRIBUTION STRATEGIES
- Distribution objectives
- Distribution System
- Type of distribution according to
its intensity
- Definition and profile of the intermediaries
- Selection criteria of intermediaries
- Functions and rights of the intermediaries
- Support to the distributors
- Relations system of intermediaries
- Evaluation mechanisms and management
- Important aspects in the distribution
logistics
5- PRICES STRATEGIES
- Costs Analysis
- Comparison of prices with the competition
- Sensitivity of the demand to changes
in price
- Expectations of management
- Determination of sale prices
- Policies of financing and discounts
6- STRATEGIES OF
PROMOTION AND PUBLICITY
- Promotional methods to be
used
- Objectives to be reached with each
method
- Details on the strategy of massive
means
- Details on the use of promotional
elements
- Merchandising
- Evaluations methods of campaigns
- Budget associated to expenses on publicity,
promotion and merchandising
- Sales force Strategies
- Evaluations Mechanisms of the sales
force
- Budget associated sales force expenses
7- FINANCIAL ASPECT
- Investments required
- Petty cash budget for the period
- Financial projection of the exercise
- Yield of the marketing plan
8- CONTROL AND FOLLOW
UP ASPECTS
- Performance Indicators
- Follow up mechanisms
- Corrective actions and flexibility
of the plan
9- CONCLUSIONS AND
RECOMMENDATIONS
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