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INTEGRATI MARKETING CONSULTING

<Company Name>
Strategic Marketing Plan – <Template
by Integrati Marketing Consulting>
Prepared by: <Author name>
[Pick the date]
The purpose of this document is to provide a marketing plan template t small
medium business for their marketing planning as a free guide from Integrati
Marketing Consulting.
Marketing Plan – <Template from Integrati Marketing Consulting©> <Logo here>

Contents
Contents................................................................................................................1
Executive Summary...............................................................................................2
Business current state...........................................................................................2
The Market.........................................................................................................2
Segmenting the Market......................................................................................3
Behavioural segments.....................................................................................3
Customer Segments – Identified by Descriptor Variables................................4
Segment Profiles.............................................................................................5
Goals and Objectives.............................................................................................6
Goals..................................................................................................................6
Long-term........................................................................................................6
Medium-term...................................................................................................6
Objectives...........................................................................................................6
Strategy.................................................................................................................7
Product...............................................................................................................7
Current Product Mix.........................................................................................7
Future Product Mix..........................................................................................7
Product Road Map – Product Development......................................................7
Price...................................................................................................................8
Sample Market Price Analysis..........................................................................9
Place...................................................................................................................9
Direct Distribution Channels............................................................................9
In-Direct Distribution partners.........................................................................9
Promotion.........................................................................................................10
Promotional/Campaign Communications Plan...............................................10
Implementation plan............................................................................................10
Budget.................................................................................................................11

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Next Steps...........................................................................................................11
Lessons learnt......................................................................................................11
Lessons learnt
[*Note: text in red is just a guide for each section and can be deleted and
replaced with your customised copy and marketing plan details.]

Executive Summary

<This is where you give the reader a synopsis or high-level view of the document
and outcomes so they can read the executive summary to get the key points of
the document without reading the entire marketing plan document.>

Business current state

<This is where you describe where your business is currently at in the business
life cycle. You should include information like;
• What is your business about
• What is your businesses history
• What market(s) do you compete in (local, regional, national, international)
• What is your unique selling proposition (USP)
• What products or services do you sell as a high level overview
• What are your long term goals for the business
• If this is an on-going marketing plan include your ‘win’s’ from the previous
marketing period and lessons learnt.
By including this information you will be well on your way to creating an
overview of your businesses current state.>

The Market (in which you compete)

<To understand how to compete in your chosen market you must also
understand the drivers of that market. This is a process of identifying areas
which may affect your business directly and indirectly. A good way to do this is
to create a PESTE analysis which is:
• Political – what legislation, laws and government policies affect your
business positively or negatively

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• Economic – What is happening at a Regional, National and International


level, do things like the Global Financial Crises affect your business or not?
• Sociological – what trends and cultural factors affect your business directly
such as changes in consumer demand from Free Range eggs over Battery
farmed eggs for ethical consumers.
• Technology – what new technologies have been developed which you can
use or benefit from or may be a threat to your business, for instance
Newspapers are under huge threat from Google and News Aggregators
online. Or, maybe you have used Social Media as an opportunity to
connect with your customer through
• Environmental - is your product sustainable or not, can you use your
certified green credentials to support your brand(s) and product
positioning and value positioning? Having answers to these questions will
help your business answer questions from your customers and may well
support your marketing and brand building activities.
By understanding and ranking the identified PESTE elements you will be able to
hen look at which factors you will actively need to work with/manage to support
your businesses strategy in your competitive market.

Segmenting the Market

Behavioural segments
Create your markets segments based on your customers data which you have
captured in your business and with desktop research and also any research you
may have conducted yourself (surveys, online surveys etc.)
<To fully understand your market you must understand that your customers are
not all alike and the reasons they purchase products and services may be wide
and varied. Consideration of your brand could be front of mind, impulse or even
driven by recommendation. Importantly for all businesses understanding the
customer is probably the most important driver of business and it certainly is for
marketing. A good way to improve your businesses understanding of the
customer is to create segments and like traits of customer sets as profiles. This
way you will be able to understand with more detail the different types of
customers your business has and how best to server these existing and potential
new customers.>
[Replace the suggested bullet points with your own product and services]

Instances:
• When is your product used (toothpaste)
• What opportunities can drive usage (bad breath)

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• What other instances can drive usage (after dining)


• Can your products use be extended? (Mini-toothpaste disposables when
you’re out and about)

Usage:
• Are your customers; heavy, medium, light
• Are your customers buying due to distress/event based

Loyalty:
• Do you customers by frequently
• Does your product sell quickly or do you have long durations between
sales due to the cost of the items your selling
• Which customers are most valuable?
• Do you encourage loyalty
• Do you reward loyalty
• Does your business operate by selling high volume low cost or are you a
premium product with high cost – different rewards and loyalty
programmes can be used for both types –what type is your business?
• Do you have data you can use to contact your customers to support a
loyalty programme?

Benefits derived:
• What are the different benefits customers receive from your product
• Think about different categories of soft drink, full sugar or no sugar, or
light sugar with sweeteners added
• How many different customer types do you have for instance with
toothpaste;
○ Taste
○ Anti-Plaque
○ Sensitive
○ Cosmetic (whitening)
○ Medicinal
○ Natural (baking soda)

Recognised Needs
<If you are reading and working with this document to build a marketing plan for
your business then you have a recognised need that Marketing and Planning are
important to your businesses success. The same concept can be used when
thinking about your customers and the segments they create.>
What are your customer’s current needs now:

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• What recognised need(s) does your product and service deliver


• What levels of variation is present in the product/service categories in
your market
• Does your business currently meet all the known needs of your customers

Unmet Needs
<An unmet need is pretty much what it the name suggests the difficulty is in the
‘uncovering’ of unmet needs to create new products and services to meet needs
which customers may not yet realise they have.>
What are some potential unmet needs of your existing customer now?
• What unrecognised need(s) does your product and service deliver
• What levels of variation is not present in the product/service categories in
your market
• Does your business currently meet all the known needs of your customers
• Have customers suggested new products and services to you?

Customer Segments – Identified by Descriptor Variables

Descriptor variables with segments which are readily identifiable and known
traits about customers to help your business profile your customers and better
serve their needs.

Demographics
Age
Income
Gender
Family size
Education

Geographic Location
State
Suburb
Postcode
Type of house (detached /Semi /Flat /Apartment /Villa etc.)

From this analysis you will be able to identify your existing customer groups and
create specific segments; this will require analysis externally through data
gathered about your existing customers.
<By understanding you company’s customer data you will be able to answer
questions like;
• Where are your customers located

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• How many are in each state/suburb/postcode


• What is the best way to contact your customers, have they sighted
preferences to you? (such as; email, direct mail, face to face, on the
phone)
• Are there ‘like’ customers who you have not contacted yet (prospects) in
the identified segments (other States/Suburbs etc.)
• Why do these segments buy from you – what is important to them?
• How can you target these customers with different advertising methods
(Papers, Online, and Direct Mail etc.)

Segment Profiles
Based on the behavioural and descriptor variables described above, we can then
construct the segment profile(s) that your business should focus its marketing
strategy and communication mix on.
<As an example we have included here two segments from consumers of ISP’s
with segment profiles based on the prior criteria.>
1. Profile 1 (20-35) ‘Wired for Lifers’
(WFL’s) – Experienced Internet Users
• Technologically Savvy – Innovators
• Over-represented with early adopters in this profile
• Most likely to have internet access at work
• Highest use of ‘netivities’; e-mail, shopping, finance
• Rising Earnings Power

2. Profile 2 (36-60) ‘The Professional’s


(TP’s) – Use the Internet to add value to existing life-
style
• Relatively less time on-line but above average spending.
• Function first – not into chatting or games
• Arranging leisure time; hotel bookings, tickets, travel, groceries
gifts
• Prefer quick effective on-line sessions (‘Need for Speed’)
• At height of earnings power

Goals and Objectives


All organisations regardless of business size and age should have long-term
goals couple with objectives which will support the medium and long-term goals.
Marketing Goals and Objectives support the overall business plan but are
focused on marketing measures such as; customer loyalty, customer value,
market differentiation etc. It is important that when you create your businesses

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Goals and Objectives that they are realistic and obtainable with your company’s
given resources and capabilities. A good method to make sure Goals and
Objectives are realistic is to use the principles of SMART; Specific, Measurable,
Agreed, Realistic, Time based.

Goals
The key goals for our business are:

Long-term
• To reach annual turnover of $000 in 5 years
• To be recognised as a market leader
• To have a loyalty rate (%) higher than the competition
• To have satisfied employees and associates

Medium-term
• Drive new business from new State markets by (%) in 2 years
• Develop an online portal for <activity>
• Target the Government sector for medium term contracts

Objectives
The key objectives for our business in this marketing plan for <YYYY> are to:
• Add <number> of new customers by end of the financial year
• Increase turnover by (%) and retain existing customers
• Build brand recognition
• Drive new uses to the website
• Increase subscriptions to online services
• Build the customer mailing list
• Send 8 direct mail campaigns with response rates higher than (%)
compared to industry standard

SMART
To ensure our company’s Goals and Objectives are SMART we have applied the
following principles to understand our Goals and Objectives are realistic.
S - specific, noteworthy
M - Measurable, significant, motivational
A - Agreed upon, attainable, achievable, acceptable
R - Realistic, relevant, reasonable, results-oriented
T - Time-based or temporal, tangible

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Strategy

Marketing strategy is not a single paragraph or mission statement, it is not


choosing to try and do everything – Marketing Strategy is choosing to do only a
select set of marketing activities and to do them better than your competition in
Integrati marketing Consulting’s opinion.
To help you to focus your select marketing strategy we have created this section
on strategy which all businesses need to create to plan for strategic marketing
success. We have focused on the core four marketing ‘P’s’ which are; Product,
Price, Place and Promotion.

Product
<What is the products or services your business sells and what are the benefits, new
product opportunities, additional services, your market and product position?

1. What is your product positioning

2. What is your products unique selling point

3. What are your current products you offer

4. What new products do you have in development

5. What is your product road map compared to your competitors

Current Product Mix

Your businesses existing current products and services currently offered in your
market.

Product Feature Benefits

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Future Product Mix

Your businesses existing potential new products and services currently


offered/not offered in your market.

Product Feature Benefits

Product Road Map – Product Development

Here you can create a Road Map of your existing products and services and plan
product entry and exits. You can also include competitor product launches and
note if you will add/match or exceed their existing product entry.

Year 1 Year 2 Year 3 Year 4 Year 5 Year 6

Product 1

Product 2

Product 3

Product 4

Product 5

Product 6

New Product

Price

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Your pricing strategy is clearly important for you and your customers. Price helps
to define what type of business you are in the market, are you super-premium or
are you a budget competitor, all of these elements reflect your businesses
pricing strategy and your chosen target markets and segments.
In this section you should have your price list and define your margins and
opportunities for growth with specific objectives are they from your suppliers by
increasing volumes and reducing your costs as well as either taking this margin
as additional profit or using in the market to reduce your prices and increase
competition.
You should have top-line information here such as;
• Price list (RRP) / Margins / Costs / GST
• Your set discount rates for your products/services
• Up-coming promotions and specials which you may be running
• Promotions should have a sub-section where you have created break-even
points and additional sales will show you the uplift in gross revenue
• Return on Investment should also be considered here as the sales data will
be fundamental to you RoI calculations and measures of marketing
success
At the end of the day your pricing will be dependent a great deal by what the
‘market’ is prepared to pay. This does not mean that you will not sell anything if
you are too expensive or too much if you are too cheap. The point is you will
need to review your competition and stay informed of the markets price points,
medians, means so you can ensure that not only are you competitive your
business is profitable.

Sample Market Price Analysis

Plans Monthly Down/Uplo Maximum Excess


Brand
Pricing ad speed Downloa (per MB)
d
300MB
Telstra
Residenti $54.95 Max/128 300 MB 15.9c
al Plan
Optus Lite $64.95 Max/128 550 MB N/A*

iiNet
Bliink
$49.95 128/64 500 MB N/A*
128
<Brand>
*note pricing data is for internet plans now defunct from 2004.

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Place
This is simple where you sell your product and in marketing can sometimes be
referred to as ‘channel’ or ‘distribution’. You can sell your product via; wholesale,
retail outlets, re-sellers, telemarketing, face to face sales, online via a website,
through direct marketing catalogues or a combination of these, it all comes down
to what the strategy you have chosen to sell your products and services.
Distribution is also broken into two categories ‘Direct’ and ‘In-Direct” in that with
direct your own team sells the products/services directly but with In-Direct you
are relying on re-sellers and partners to sell your services and products.
Here you should describe your chosen ‘place’ or distribution points for your
products and services.

Direct Distribution Channels


1. Retail Chains
2. Private Retail stores

In-Direct Distribution partners


1. Wholesale partner

Promotion
One of the key out-puts of creating a marketing plan is gathering known
customer information like the market, customer segments, competitor activity,
distribution and price so that when you create your promotional plans you can
then set promotional objectives which you should be able to achieve.
This is important as the combination of great marketing planning should result in
creating excellent marketing promotions that enable key messages to ‘cut-
through’ to your target market, segments and profiles.
Also, promotions are not just about sales, clearly sales are important but you
should have objectives which will not only help you sell with this promotion but
will enable customer loyalty so you can stay font of mind with your customer and

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sell even more without the customer requiring a promotion to by. In effect you
want to build brand preference and brand loyalty.
Here you should define your strategy:
<Our promotional strategy is to…
1. Educate target customers and existing customers about our product
benefits
2. Increase our Market penetration
3. Build our brand recognition and brand equity to encourage loyalty
We expect to achieve <number> if additional customers from the overall
promotional marketing plan for <Year>.

Promotional/Campaign Communications Plan


To ensure that you can manage the upcoming activity with a programme of
activity you should include in the Promotions section of the marketing plan a
promotional or campaign communications plan with key
dates/targets/objectives/costs as a high level view.

Cost Objective/Tar Quarter 1 Quarter 2 Quarter 3 Quarter 4


/Budget gets

1 2 3 4 5 6 7 8 9 1 1 1
0 1 2

Promo 1

Promo 2

Promo 3

Promo 3

Promo 4

Promo 5

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Implementation plan

The next phase is to ‘operationalise’ your marketing activity and promotional


plan and these are a collection or essentially strategic and tactical marketing
activities. However you want to classify the or write these up they will need to be
project managed and you can do this with a high level approach for each. We
would suggest you use a separate document for this such as the Integrati
marketing Consulting Tactical Marketing Plan which you can find here,
http://integrati.com.au/free-resources/tactical-marketing-plan/ or you can create
your own. Essentially you will need to have the following areas covered.

Tactical Marketing Plan


• Objectives
○ Target Market
○ Demographics
• Target Segments
• The message
• How the promotion works
○ The processes
• The project plan and timing
• Budget
• Outcomes

Budget
How much budget does your business have for marketing and what will be the
key measures of success. How will you measure your success. You can use this
table as a guide to help you analyse your budget and overall planed activity.
What is the size and source of budget allocation for this plan and how was it
determined?

Cost In Measur Quarter 1 Quarter 2 Quarter 3 Quarter 4


market e of
date(s) success
Activity 1 2 3 4 5 6 7 8 9 1 1 1
0 1 2

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Promo 1

Promo 2

Promo 3

Promo 3

Promo 4

Total

Success
measures
achieved

Next Steps

After completion of the marketing plan you need to assign tasks, deliverables
and whom, will be responsible for the activities contained in the new plan.
1. Assign roles and responsibilities
2. Assign tasks and deliverables
3. Measure performance
4. Implement

Lessons learnt
Here you can document from the last Marketing and Business Plan the following:
• What target you hit/missed
• What objectives you met
• What went well in the marketing plan
• What did not go so well
• What you have learnt and how to improve your businesses marketing
efforts

If you have gotten this far then you have in effect completed you marketing plan.
This plan is highly modular and of course very generic it has not been designed
for any particular business or sector, it is purely a guide.

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If you would like help with your marketing and your marketing planning feel free
to contact us at Integrati Marketing Consulting.
Integrati Marketing Consulting
Phone: 03 9005 8194 (Skype Us: integrati.marketing)
Website: integrati.com.au
Twitter: @IntegratiDirect
We hope you find this plan of use any suggestions and comments are welcome
by email at request@integrati.com.au thank you.

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