Develop your marketing strategy and plan your marketing activity with our marketing planning workshop. This is an interactive session designed to help you work out where you want your business to go and how to get there! Alison from Straight Marketing organised and chaired a marketing planning workshop for us; she guided us through a very full agenda, inspired some creative discussion and now we have a good plan for our future marketing.
Alison Jobson is a chartered marketer and Director of Devon-based marketing agency, Straight Marketing Limited. The Legal StuffStraight Marketing Limited is registered in England and Wales with registered number 07997497.
Instead of doing a little work here and there, you have an organized schedule that will make it easier to manage your time and stay on task. Creating a list of marketing initiatives is easy, the hard part is planning it all out and making them work together.
Next, drill down in to each item and write out what you plan to do with it over your timeline (we go more granular and list 60 days at a time instead of months). Marketing Plan Executive Summary - The marketing plan executive summary allows you to introduce your company and explain the major points of your marketing plan. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Clipping is a handy way to collect and organize the most important slides from a presentation. Thus, marketing strategy is the creation of a unique and valuable position, involving a different set of activities.
The concept of strategic marketing may be illustrated with reference to the introduction by Gillette Company of a new shaving product, Mach 3, in April 1998.1 For some time, Gillette had faced slow growth in its razor's division, partly because Schick, its smaller rival, had recently launched a new razor of its own. Gillette's Mach 3 strategy emerged from a thorough consideration of the strategic three Cs.
Inasmuch as Gillette did not tailor its product to local peculiarities, it was able to achieve vast economies of scale in manufacturing. We are looking forward to implementing some of the ideas and suggestions and are re-invigorated and excited about moving forward. Alison spent 13 years working in-house for a number of professional service firms advising and developing marketing communications programmes and business development strategies. We offer advice on how to create a marketing plan, provide example marketing plans, and walk you through all aspects of writing marketing plans -- all based on the latest thinking on marketing planning best practices.

The executive summary section of a marketing plan is written for people who may not have the time or interest to read your entire marketing plan.Marketing Strategies - Every marketing plan should outline the marketing strategies that the company will pursue. Once you define your marketing objectives, everything else can be defined, including marketing strategies, programs, tactics, budgets and responsibilities.Effective Promotional Campaign Planning - The campaign concept is the best platform on which a business can launch an effective promotional program.
Thus, development of marketing strategy requires choosing activities that are different from rivals. First, market entry was dictated by customers' willingness to adopt new products in the toiletry field. Alison is continuing to support us in specific areas of our marketing, and we are looking forward to working with her again.
She set up Straight Marketing in 2010 to help small to medium sized businesses raise profile, win new customers and increase sales. Remember, marketing strategies are very different from marketing tactics and marketing programs!How to Write an Effective Marketing Plan - The marketing plan is the blueprint by which the entire marketing effort of a business for a year is run.
A promotional campaign comprises several sub-campaigns including advertising, personal selling, publicity and more. This threatened its basic business, that is, razor and blades market, in which it had 71% of the North American and European market. And yet, the company has to introduce the product in Europe (with 71% market) as well as in developing countries (Latin America, where the company has 91% market for blades, and India with 69% of the market). The company usually broke into new markets with razors and then jumped into batteries, pens, and toiletries through the established sales channels.
Getting this plan right means that you have to be clear on what will be done and how it will be done. It is these separate aspects that must be strategically planned for to ensure success.7 Key Areas of Your Internet Marketing Campaign - While a website is generally seen as the main component of internet marketing, there are other components that can be used effectively. Apparently, Gillette needed a new marketing strategy to protect its razor and blades territory. Business BrainsTo Build Your Business It Is Crucial That You Have The Correct Info And Tools And Learn How To Build A Correct Business Plan!
What are these factors that must be considered in creating a marketing plan?Target Markets - Target markets should be explicitly defined by the marketing plan. Looking around, Gillette decided to introduce a new razor that its research laboratory had been developing and that was ready to be launched. This is one area you must pay attention to… There are many areas of a business plan that you may not know about but need to know about.

Here we look at 7 of the key factors.Demand Generation - Do you need to know how to create demand?
Second, the decision to enter the market was based on full knowledge of the competition, which included its own substitute products, such as Sensor and Atra shavers, as well as companies like Schick. If you're wondering what to address in your competitor analysis, this article is perfect for you.Marketing Plan Current Situation Section - In the Current Situation section of your marketing plan, you'll provide information about your location, target market and competitive environment. The company was more concerned about its own products competing with Mach 3, and, therefore it ran down stocks of its Sensor and Atra shavers ahead of Mach 3's launch. Third, Gillette's strength as an aggressive successful marketer of packaged goods with its vast experience in shaving products business and adequate financial resources (Gillette spent over $750 million in developing Mach 3) properly equipped it to enter the market.
Here's how it's done.How to Write a Marketing Plan - Want to know how to write a marketing plan? To make the Mach 3, Gillette had found a way to bond diamond-hard carbon to slivers of steel.
Finally, the environment (in this case, a trend toward acceptance of technologically advanced products; Mach 3 was covered by 35 patents) substantiated the opportunity.
This article spells out the necessary steps to write a marketing plan that works.Benefits of Competitive Analysis - A good marketing plan includes an extensive discussion on the competition. The benefits of competitive analysis are many, and business owners who neglect to analyze the competition may be putting their company at risk of failure.How to Gather Business Competitor Information - As part of writing the competitive analysis section of a marketing plan, you'll need to gather information on what the competition is up to.
It needed something revolutionary to strengthen its market position, and its research laboratory had a unique product ready to be launched.
Here's how to evaluate whether your marketing plan got the job done.Marketing Information System Basics - It is common and basic knowledge that each business needs to have its own strategy for gathering market information so as to stay abreast with or be ahead of the competition. This calls for the adoption of an effective marketing information system, quite akin to the intelligence machinery of the diplomatic and military corps, but non-clandestine and very socially acceptable.How to Segment Markets - Identifying target market segments is part art, part science. Having an understanding of these five ways to segment markets will make the job a little easier.Marketing Programs - The ultimate result of a good marketing plan is a set of marketing programs that are designed to achieve your marketing objectives.Marketing Budget - How much to spend on marketing?
Defining a marketing budget is one of the toughest exercises a business owner must undertake.

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