the marketing plan
TRANSCRIPT
THE MARKETING PLANESIC BUSINESS&MARKETING SCHOOL
Dr. Arturo Ortigosa
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56
78
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TECHNICAL VIABILITY COMERCIAL VIABILITY
ECONOMIC VIABILITYFINANCIAL VIABILITY
MARKETING PLAN
HUMAN RESOURCES
PLAN
MARKETING PLAN
ECONOMIC AND FINANCIAL PLAN
DEFINITION OF THE IDEA
MARKETING PLAN
LEGAL PLAN
MARKETING PLAN
• What is the name of my Company?
• What will my main activity be?
• What do I sell?
• Who will I sell it it to?
• Who are my main competitor?
• Who are my suppliers?
• Location
• How much can I sell? How do I sell?
• How much can I buy? How do I buy?
• Comunication
What is the name and logo of my company?
•DESCRIPTIVE
•ORIGINAL
•ATRACTIVE
•CLEAR
•EASY TO REMEMBER
•NICE
What is the name and logo of my company?
NAME DESCRIPTIVE ORIGINAL ATRACTIVE CLEAR EASY TO REMEMBER
NICE TOTAL
APPLE 1 4 5 6 6 6 28
1 – 6 POINTS
Which is the activity of my company?
My company
• Define as exactly as possible your activity (service vs. product)• Think about your area of influence (local, national, international)• Briefly describe your market (fashion, food, education,…)
What is the location of my company?
My PRODUCT – my SERVICE
•TECHNICALLY•Materials•Quality•Design•Packaging
•COMERCIALLY•Brand•Technical Service•Costumer service•Needs fulfilled•Product image•Unique value proposition
Who is my client?
Who is my client?•DEMOGRAPHY•Age•Sex•Habitat•Comunities
•SOCIO - ECONOMIC•Income•Goods
•LIFESTYLE•Work•Family•Social group
•INTERESTS•Sports / politics•Culture / nature•Social activism
•PRIZING•Concern•Extra services•Assured quality
•EDUCATION•No studies•Secundary•University•Master/doctorate
Who is my client?•LOCATION
•Nation wide•Loca
•TURNOVER•X € per year•Between X and Y € per year•More than Y € pero year
•TYPE OF BUSINESS•Big enterprise•Small or Medium Enterprise•Micro enterprise
•NUMBER OF EMPLOYEES•Less than X employees•Between X and Y employees•More than Y employees
•ACTIVITY•Manufacturer / Distributor / Comercial•Activity Sector
Who is my client?•Consumer habits
•Why are they buying?
•What do they buy it for?•How much are they willing to pay?
•How do they buy it?•Who buys it?
•When do they buy it?
•Where do they buy it?•What do they use my product/service for?
Let’s do some market research
GOOGLE DOCS → GOOGLE FORMS
Tutorial on google forms(https://www.youtube.com/watch?feature=player_detailpage&v=OOmrRVzDAfQ)
What is my market share?
You know your market You have learnt from your clients
You calculate your market share
What is my market share?
•Other company’s clients•Unknown clients•Clients interested•YOUR MARKET SHARE
•Total market•Potential market•Target market
What is my market share?
•Men and women 15-50 years in the area•Men and women 15-50 wearing sport clothes•5% of them
What prize should my product or service have?
•How much does it cost?
•How much could the market pay?
•What are the prices of the competitors?
Who are my competitors?
•YOUR COMPANY•DIRECT COMPETITORS•INDIRECT COMPETITORS
Who are my suppliers?
• Where are they?• How many supplier do I have?• How important are they?• How reliable are they?
How will I sell my product/service?
•Product/service•channels•Online/offline•Commercial force
How will they know about my company?
How will they know about my company?
•Publicity
•Merchandising
•Direct marketing
•Public relationships
•Promotions
•web
WE HAVE A MARKETING PLAN !
HUMAN RESOURCES PLAN
• How many employees do I need?• How do I get those employees?• What will their tasks be?• Do I have to train them?• How much do I pay to them?
LEGAL PLAN
• Which legal form do I choose?• What are the legal steps?• How much does it costs?
ECONOMIC AND FINANCIAL PLAN
• How much do I need to invest?• How do I pay my activities?• How do I face my debts?• Do I get benefits or just revenues?• How much taxes do I have to pay?
