We offer a whole range of marketing services all of which are crucial for the long term success of a business. At top level, a marketing plan is a tool that pulls together the marketing strategy for your business, your products and your services – it’s a plan that will ultimately help you stand out from the crowd, tell people you exist and increase sales, revenue and growth. It’s a document that will keep you on track with your marketing strategies, goals and objectives but also within your budget. Once you have built your marketing plan and created a strategy, it will lay out the foundations of where you need to go to build a successful business. We hope that this guide helps you to understand the marketing opportunities within your own business to help it thrive and would be happy to offer you any advice on how to build and implement a successful marketing plan to make your business a success. If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader.
Your Strategic Marketing Plan is an integral part of your overall business plan, and we can help you pull all of the elements together. Based upon years of working with technology companies who were at various stages of strategic planning, Aistrup Consulting developed our own flexible process to help customers define and develop compelling, actionable marketing plans. We don’t need to re-invent the wheel every time we take on a project—if all you need is a “tune up” on your old plan, we’ll start from there. We write your plans to meet the specific needs of your audience, whether it’s investors, lenders, Board members or your own management.
Take the first step toward making that commitment, and call us today to help you develop an actionable Marketing Plan.
Conducted a product line optimization to identify low margin products and refocus business development on high profit segments. Developed and wrote funding documentation for clients seeking financing and government grants, resulting in over $20 million of SBIR funding and successful private and public financing rounds. Trained Marketing and Sales of a Fortune 50 technology firm in Best Practices including strategy and value proposition development, market analyses, competitive intelligence, product life cycle modeling, pricing strategies and product launches. Clarified the value proposition for a disposable medical device, established a new brand identity and ultimately positioned the product as the new industry standard within two years. Conceived and led strategy development for more than 20 early stage technology companies, resulting in first commercial sales, industry awards such as “Startup of the Year” and funding from SBIR, private and public sources.
Strengthened product pricing strategies for management of a renewable energy technology firm, validated with in-depth analysis of competitor financials, distribution, production capabilities, new products and SWOT analyses. Established an aggressive IP licensing program for a biotech company resulting in the company’s first multi-million dollar license agreement with a Fortune 100 medical device company. Licensing and royalty revenues increased from zero to over $50M in 5 years, propelling the company to #20 on Fortune Small Business Fastest Growing 200 List. Managed and negotiated Intellectual Property licenses and agreements with global technology developers in the Printed Electronics industry resulting in two publicly announced agreements.
Qualified prospective licensing targets for medical diagnostic technologies, initiated discussions and negotiated terms leading to 3 executed agreements.
Don’t ever lose track of the fact that marketing plans are living and so the information in them is liable to change from time to time.
Another key part of your plan is your budget for all business activities with projected expenditures.
As we have explained, pricing an offering, for example, will involve a companya€™s finance and accounting departments in addition to the marketing department. The marketing planmarketing planA document that is designed to communicate the marketing strategy for an offering.
Once this information is gathered and digested, the planners can then work to create the right offering. Following the material on offerings, we explore the decisions associated with building the value chain. Once a customer has decided that her personal value equation is likely to be positive, then she will decide to purchase the product. At the beginning of this chapter, we mentioned that the view of marketing has changed from a static set of four Ps to a dynamic set of processes that involve marketing professionals as well as many other employees in an organization. What is the relationship between social responsibility, sustainability, service-dominant logic, and the global business environment? We know this because we have vast experience in building and implementing marketing plans and measuring the success of them. It covers everything about your business and how you will market it; from information about your target market (who your audience is and what they want) to the tools and channels that you are going to use to reach your target market.


It helps you plan for the year ahead… or 2 years, or 5 years or even 10 years ahead and ensures you keep your focus on your end ‘marketing goal’ whilst progressing forward. Expect some trial and error before you reach the right people in the right way but by constantly reviewing and analysing the impact that your marketing activities are having, it won’t be long before you see positive results. The key today is being aware of where the conversations about your business are taking place. Our program isn’t “canned”—instead, we customize how we work with you based on your unique needs and budget. For example, this will happen because the things you project and the things you expect to happen are hardly ever entirely accurate.
This is where whatever personal experience you might have can be quite helpful for your budgeting. Once you see the numbers you shouldn’t be surprised if you do not know how you should go about accomplishing the things you need to accomplish.
Obviously this is their choice but you ought to avoid making this mistake yourself as well. Here Are Some Realities Of Business OnlineAffiliate on How To Succeed With Affiliate MArketing?
Applea€™s engineers began working on the iPod by looking at the available technology and thinking about how customers would like to have their music more available, as well as more affordable, through downloading. Note that they all refer to their customers, either directly or by making references to relationships with them. Note Applea€™s mission statement: a€?Apple ignited the personal computer revolution in the 1970s with the Apple II and reinvented the personal computer in the 1980s with the Macintosh. The purpose of the plan is to influence executives, suppliers, distributors, and other important stakeholders of the firm so they will invest money, time, and effort to ensure the plan is a success. Products and services are developed, bundled together at a price, and then tested in the market. Once an offering is designed, the company has to be able to make it and then be able to get it to the market. The way business is being conducted today is changing, too, and marketing is changing along with it. SustainabilitysustainabilityAn example of social responsibility that involves engaging in practices that do not diminish the eartha€™s resources.
Your marketing plan won’t look like mine and it may have more or less channels and processes in it.
The reason you do this is to have a plan that will help motivate you into taking actual action. The budgets for your advertising and marketing are different and varied and they will ebb and flow. It is going to be so much better if you save for this toward the end of your planning process. Because this is about your future it is also quite important to come up with some of the more realistic projections you can. The business world these days is cut throat and competitive and so you should use every tool you can find to your advantage. Within a company, marketing might be the title of a department, but some marketing functions, such as sales, might be handled by another department. When admonished for making constant improvements to his products even though farmers would take whatever they could get, Deere reportedly replied, a€?They havena€™t got to take what we make and somebody else will beat us, and we will lose our trade.a€?[3] He recognized that if his company failed to meet customersa€™ needs, someone else would. Note also how these are written to inspire employees and others who interact with the company and may read the mission statement.
Today, Apple continues to lead the industry in innovation with its award-winning computers, OS X operating system and iLife and professional applications. Marketers want to know their customersa€”who they are and what they like to doa€”so as to uncover this information.
Decisions have to be made as to when to alter the offerings, add new ones, or drop old ones. Thata€™s because of service-dominant logic, the approach to business that recognizes that consumers want value no matter how it is delivered. As such, the amount and quality of data for evaluating a firma€™s performance is increasing.
The price of oil, for example, is a global concern that affects everyonea€™s prices and even the availability of some offerings.


The essential components of the plan are understanding customers, creating an offering that delivers value, communicating the value to the customer, exchanging with the customer, and evaluating the firma€™s performance. There are more goals for your marketing plan obviously but this side effect is certainly nice when it comes to setting up your objectives and your goals as well. You will not complete your plan overnight, but working on it one step at a time will get it done.
The mission of the company then became the one shown in FigureA 1.4, a€?Mission Statement of Deere and Companya€?. Once a company has decided what business it is in and expressed that in a mission statement, the firm then develops a corporate strategy.
Generally this requires marketing researchers to collect sales and other related customer data and analyze it. These decisions are the focus of the next set of chapters and are the second step in marketing planning. As exchanges occur, marketing planners then refine their plans based on the feedback they receive from their customers, what their competitors are doing, and how market conditions are changing. SC Johnson, the company that makes Pledge and Windex, was among the first companies to engage in manufacturing practices that reduced or eliminated pollution. That emphasis on value is what drives the functional approach to value that wea€™ve takena€”that is, creating, communicating, delivering, and exchanging value.
Earlier in our discussion of the marketing plan, we explained that customers communicate via transactions.
Many companies, though, source some or all their offerings from companies in other countries or else face some sort of direct competition from companies based in other countries. A marketing plan is influenced by environmental trends such as social responsibility, sustainability, service-dominant logic, the increased availability of data and effective metrics, and the global nature of the business environment. Marketing plans are obviously more involved; for instance, they also include expenses and profits for your plan too.
You need to keep watch over the activity that these plans bring up and note what happens within the pages of your plan.
The challenge, of course, is how to create a a€?greata€? product without thinking too much about the customera€™s wants and needs.
Marketing strategists subsequently use the corporate strategy and mission and combine that with an understanding of the market to develop the companya€™s marketing plan.
Right now, companies do not have to engage in these practices, but because firms really represent the people behind them (their owners and employees), forward-thinking executives are seeking ways to reduce the impact their companies are having on the planet. Although this sounds both simple and obvious, better information technology has given us a much more complete picture of each exchange. Every business professional, whether marketing or otherwise, has to have some understanding of the global environment in which companies operate.
Estimating your profit margins is important because without this you won’t be able to figure out your budget. Apple, and for that matter, many other companies, have fallen prey to thinking that they knew what a great product was without asking their customers. Using this data, we can build more effective metrics that can then be used to create better offerings, better communication plans, and so forth. In fact, Applea€™s first attempt at a graphic user interface (GUI) was the LISA, a dismal failure. FigureA 1.5, a€?Steps in Creating a Marketing Plana€? shows the steps involved in creating a marketing plan. However, whereas ethics require that you only do no harm, the concept of social responsibilitysocial responsibilityThe idea that companies should manage their businesses not just to earn profits but to advance the well-being of society. What this means is that your plans need to include the most important information about the products and services that you are trying to market and advertise. Today, people are demanding businesses take a proactive stance in terms of social responsibility, and they are being held to ever-higher standards of conduct. The plans make up the center of your business so it’s normal that this would contain all of the sensitive information about what you want to sell. This also makes it easier to find the core information about your products and services when you want to promote or advertise them.



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