HOW TO CREATE AN EFFECTIVE MARKETING PLAN

Justin Quinn

Introduction

“The single most important thing for a

small business to include in its

marketing plan is a very clear

understanding of its customers and its

competitors” - Professor Robert Thomas, Georgetown University

Keep i t shor t and sweet

Just a couple of sentences / keep i t s imple / wri te i t down /

What do you want to achieve / Goals / Object ives

Is the plan a l igned to your companies strategy & v is ion

You should be able to read th is in 30 seconds

THE EXECUTIVE SUMMARY:

STEP 1

This sect ion should include a descr ipt ion of the product / serv ice that you of fer

Each descr ipt ion should include what goals that you want for each product /

service that you of fer.

Goals for sales f igures / targets / object ives

Strategic goals for your company

What do you want to achieve & where do you want to grow

Market information – where is up down / down

Talk to the Agents / What are they looking for ! ! !

local representative bodies / government strategy

Bri t ish Counci l – MEI – ALTO / Engl ish UK etc .

Check your competitors websi tes

Currency – the problems of not knowing what is going to happen

What are the dr ivers for growth in our sector

Access to funding

THE CHALLENGE:

STEP 2

Company Analysis :

Long and short term company wide goals

Focus of your company / aligned with mission and vision statement

Culture of your company / laid back ? Aggressive ? Open ?

Strength's of your company

Weaknesses of your company

What is your market share

Customer / Students Analysis :

Demographics of your customers / Age /Gender / where they come from /

Average course duration

Where are your customers coming from

Value Drivers / What are the main products / services that you offer & best

sellers

What do the agents like most about you ?

SITUATION ANALYSIS:

STEP 3

Competitor Analysis :

Market Position

Strengths

Weakness

Market Share

Col laborators:

Joint ventues

Sharing Information

Cl imate – PEST Analysis :

Political and legal environment

Economic Environment / Currency

Social & cultural Environment

Technology – Direct selling / on

line

SITUATION ANALYSIS:

STEP 3

SWOT Analysis :

Your companies Internal strengths

/

Unique Selling points / Location /

Employees / Courses /

Experience

Your companies internal

weaknesses

External opportunities for your

company / whats out there for your

betterment

External threats to your company

SITUATION ANALYSIS:

STEP 3

Whats your best se l lers

Can you measure the value of each course to the over all value across all

segments

Cost of sales for each segment / course / service

Name of the segment:

Description

Percent this segment has for overall sales

How this segment uses your product

What sort of support that this segment needs

The best ways to promote this segment

The priced sensitivity of this product

MARKET SEGMENTATION:

STEP 4

What do your sales team actual ly

th ink ?

Are a l l the programmes & serv ices

g iv ing the same value

Do we just keep repeat ing the

same thing year af ter year because

i ts easier that way

Is change good ?

Are the programmes that we of fer

st i l l re levant?

Change is good ?

ALTERNATIVE MARKETING

STRATEGIES: STEP 5

Product:

Brand Name

Where does your price fit ? Top / Middle

Range of prorammes

Price :

List Price

Commissions / Discounts

Payment Terms

Cost of sales ratio

SELECTED MARKETING

STRATEGY – THE 4 P’S : STEP 6

Place (Distr ibut ion) :

Sales Channels / Agent / Direct /

What is the right commission to offer

Locations

How do you rate your agents ?

Promotion:

Advertising / Local / National

Public Relations

Promotional programmes

Do you have a budget for marketing

Do you set targets ?

SELECTED MARKETING

STRATEGY – THE 4 P’S : STEP 6

Conclusion

The parable of the boiled frog: