What is the marketing plan of a business,integrated marketing communication strategies and tactics,direct marketing awards - PDF 2016

A marketing plan is a detailed roadmap that outlines your marketing strategies, tactics, costs and projected results over a period of time. Some statistics have shown that up to 85% of small- to mid-size companies operate from a budget only — without a written plan to accompany it. Writing a marketing plan is a time-consuming exercise, but it forces you to think through your strategies and relevant tactics. Note: You can create a detailed marketing plan using our guided, online template in our marketing planning and management app.
It takes time to develop a good marketing plan and budget, but it’s important because it ties all of your activities to tangible goals. It’s also a great opportunity to focus on the future, generate new ideas, and inspire your team.
You recognize that the time you invest to create a solid plan is perhaps the best time you’ll invest all year – it helps you work through new strategies, issues, ideas, and numbers. When it’s done, your team focuses on executing the plan and measuring your progress all year long. As a result, you’ve been able to hit your goals, grow your business, and enjoy the journey. You include general revenue goals, general sales strategies, and basic campaigns; you stick with proven techniques.
You could be more ambitious with your revenue goals if your company were willing to try new things, but each year you stick with the tried-and-true.
Create a free account in our marketing planning and management web app for step-by-step guidance for writing your marketing plan.
Since your plan should address your budget and all of your strategies and tactics, you’ll need to review your brand strategy, pricing strategy and distribution channels beforehand.


Quantitative (numeric) goals such as total revenue, profit, number of customers, units sold, and breakdowns by product or channel as needed.
Strategic goals — for example, you may want to expand into a new market with a new distribution channel, or you may need to reposition your brand to reflect a change in your business. Your positioning strategy defines how you’ll differentiate your offering from those of your competitors.
If you need to do anything to strengthen your product line and better support your positioning, address those issues in your plan. You don’t need to list every campaign — just outline your major promotional plans for the year.
The planning process itself is immensely valuable, but if you don’t review the plan regularly, it’s easy to lose focus.
You may need to create new messages, literature, websites or other tools and processes for your marketing campaigns, but after that, focus on generating and managing your customers. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
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Your marketing plan and budget keeps your entire team focused on specific goals – it’s a critical resource for your entire company. This explains why so many marketers are tactically focused – they’re figuring out how to spend a defined budget, instead of thinking about goals and strategies.


Even a simple plan is better than none, but when you invest more effort upfront, you’ll have a better roadmap toward your goals. Without one, you may be traveling in the right direction, but it’s incredibly difficult to stay on course – and that can drastically limit your success. You’ll also outline your major marketing campaigns for the year since they’ll be in your budget. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right. An estimate is better than nothing, but if you’ve defined your major campaigns and needs, you can develop better numbers. It is based on the Systems Thinking Approach, and guides the development of the strategic marketing and sales plan in the context of the bigger picture corporate strategies. Therefore, we give you an overview about how to create a marketing plan: Just follow these 8 simple steps. Using this template will allow the user to follow a rigorous process in developing the marketing plan, that takes into consideration the external business environment, and the internal corporate strategies and goals, then develops clear marketing goals, strategies and action plans to implement effective marketing.
Extensive research and major decisions are needed – this may take a few weeks depending on factors such as the size of your market and the uniqueness of your product line(s).



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