GUIDES IN MAKING BUSINESS MARKETING PLAN
ď‚— Every digital marketing agency should understand the
importance of a marketing plan. Small, medium and even multimillion dollar multimillion-dollar corporations should start with a digital marketing strategy and a marketing plan.
A marketing plan is divided into different parts.
Moreover, these parts are divided into different segments. It’s kind of like an orange; think of the orange as the whole —that’s your marketing plan, then when you peel the orange there are different segments inside which is the same as a marketing plan (or any real business plan for that matter) does that make sense? If so, let’s start.
1. Marketing Plan Executive Summary. ď‚— The first part of your report is the executive summary,
but this is the last thing that you should write. This part will summarize the content of your report and explicitly identify the value that the report provides (we will assume that you are doing this for a client).
2. Introduce the Brand. The first part of any report is to introduce the brand or
company. Provide here an overview of the company, competencies, and a brief description of the product or service of the business you’re working with.
Do they have a mission statement? If the answer is no,
they should, but let’s keep that conversation for another time.
3.Situational Analysis and Strategic Development.  This is where things start to get juicy, it’s where you
should START, it describes the state of play for the client and any possible changes that may affect that. Even a simple marketing plan example or presentation should include the 5Cs which are the following:
5’Cs where things stand Company — Create a situational analysis and include a SWOT report
of Strengths, Weaknesses, Opportunities, and Threats of the company.
Customer — Develop analysis that includes the market segments,
customer channels, price sensitivity include the latest demographic data (income, household distribution, postal code, location, etc.) of their customers or target audience.
Context — This is the macro-environment of the company or its
industry. Include in your report the regulatory and political environment of the industry or the country where the company operates.
5’Cs where things stand Collaborators — These are the supply chains of the company. These
are a group of people or entities that help brand development, design, produce, enhance, sell, or market their products and services.
Competitors — As a marketer, you will be able to encounter the
competitors of the brand early in the report, especially when you create the SWOT matrix for the brand. It is essential to identify both high and low competitors of the brand you are working with to be able to understand their market.
Strategic Development S.T.P Segmentation —from your SWOT and customer analysis, create at least three segments for the company. Consider what strategy what strategy will be used to reach each profitable segment? Targeting —once you’ve narrowed down the market (who you are segmenting), identify targeting approaches—don’t target every market, consider the fit with the most appropriate goals; audiences, clusters, and segments and if online usage, online activity. Positioning —product, advertising, locations, and price are all part of the brand positioning. In here, you introduce the advertising strategies for the brand which you can identify by understanding the company’s buyer personas. Understand the current positioning via perceptual maps and map distribution such as wide or exclusive.
4Ps Product — The product is the goods the company is selling or providing to
understand the product using the 5Cs and SWOT analysis for you to identify the trends, strategies, and even competitors thoroughly.
Price — is also part of positioning which tells the consumer about the
product. Remember, the higher the price, the higher the perceived quality or luxury the customer’s customers perceives the product to be.
Place —Locations matter because this dictates how you spend your
marketing budget. Consider geographical coverage and distribution; physical, retailers, channels and the processes in place for them to work efficiently.
Promotion —Investigate what are the company’s goals, do they know what
they are? What media is being used, and monitor effectiveness? Do they need to reposition or promote their current promotions, are promotions push or pull?
4. Marketing Budget.  Present to your client the operational cost of your
proposal. If possible, identify the price for every customer that you want to reach; cost per customer contact. Break down the proposed marketing budget into sections.
5. Marketing Implementation Plan. ď‚— Take into consideration how you are going to
implement the plan, don’t just hand it off and assume that the client will know what to do with it.
6. Evaluation Strategy.  However, this isn’t the end, and just like a business
plan, the marketing plan must be updated regularly. Depending on your strategies, approach, and timeframe, update the marketing plan based on the assessment, success or failure, of the strategy.
ï‚—Created by: redDog