Marketing program

Marketing program  - This is a strategic plan for the production and marketing and scientific and technical activities of the company, drawn up for a certain period of time for optimal coordination of the goals of the company and its chances in the field of marketing.

Marketing programs can avoid significant economic shocks that are detrimental to the existence of the enterprise. In our time, it is strategic planning and marketing programs that coordinate the actions of all parts of the supply chain. They also help to ensure the greatest coordination of efforts in solving the priority tasks of companies, to minimize conflicts that arise with different interpretations of the goals of the company, to identify possible changes in the market situation and to ensure optimal, adequate reaction of the company to these changes.

The marketing program drawn up on the basis of the strategic plan is the main result of the marketing service of the enterprise and forms the basis for the general policy of the company.

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From this article you will learn:

• What is it for?
• How long does it take
• How to develop a company marketing plan
• How to do it fast in half an hour
• What mistakes to avoid

Modern enterprises are constantly in a state of competition with each other. Loses one of them, which is weaker due to an illiterate marketing plan. The company's marketing plan is important because it helps bring sales to a new level. Let's figure out together how to compose it and which strategy is better to apply.

What is a company marketing plan?

In the face of competition, the heads of modern enterprises face questions that often determine the future of the company. How to develop further, what mechanisms to use to reduce costs, where to look for and attract potential customers, which marketing techniques to increase profits?

With the correct, competent and effective construction of the plan, you can easily find the answers to these and other questions.

A company's marketing plan is a short description of an algorithm that allows you to quickly find solutions to important production problems. Moreover, this document clearly indicates the timing, strategy. It may be one year, two or three.

The marketing plan of the company is drawn up as a separate document. Together with the financial as well as production plans, it is included in the strategic business plan of the company. With their help, it is easy to build the general line of development of the enterprise.

To develop the document, the results of previous studies are used, data on the study of economic niches in which the enterprise operates. Additionally, resources and consumers are analyzed to determine the main goals and objectives. Be sure to indicate the period during which the desired results are achieved, indicated earlier.

Why a company marketing plan is needed

We think this is understandable. The main objectives of this document include those described below.

1. The company's marketing plan will help determine its profitability.

Therefore, you need to use terms that everyone understands - from the head to the junior staff. This must be taken into account so that the work of all employees is as efficient as possible.

2. For greater productivity, you must consider how the system works.

From the document it will be clear which department of the company needs to be strengthened and which should be closed. It is important to describe each item in detail and accurately.

3. The marketing plan clearly sets goals and defines methods for achieving them.

It is important to have an additional document if the first does not justify itself.

4. The main purpose of the document is to coordinate the actions of personnel (workers, employees) and the management (directorate) of the company.

Thanks to this, the actions of the company's employees will be clear, each of the employees will be well aware of the job responsibilities and perform them.

If the company is large, then the document is developed every year. In order to get a result, specific terms must be indicated, which depend on the size of the company and its scope of activity.

Typically, a document is prepared for a period of three to six years and is adjusted annually, the data is adjusted, and modified to take into account new market conditions. After a review, a company's marketing plan is often re-compiled.

If the company is small, then according to research conducted in 2017, effective search or SEO marketing is used. It is usually used to promote goods and services on the Internet along with contextual advertising and SMM.

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Large companies work in a different way, they prefer to use advertising in the media (newspapers, magazines), on television, radio.

The frequency of revision of the marketing plan for small enterprises depends on demand, activity needs, which can be determined independently using SWOT analysis.

Other tactics, goals and methods of advancement may be chosen. As soon as global changes occur in the market, most often the company adjusts the positioning of goods, services, which means that the entire marketing plan is being processed.

Sample video about developing a marketing plan

Let's look at an example. Company N produces premium baby foods. In the early years, it was known only to a narrow circle of consumers. This means that the main task of the marketing department is to increase brand awareness. This will be highlighted in terms of marketing the company.

In a year, when recognition will increase, the assortment will expand, the document will indicate specific dates for the campaign, a section will appear in which advertising campaigns should be clearly described.

The ultimate goal of a marketing plan is to constantly increase a company's profits.

Many businessmen often forget that marketers cannot solve all the issues themselves. They do not produce and do not sell goods and do not provide services; they do not work with clients and partners. Therefore, it is important to consider all departments of the company and strengthen the interaction within it in order to constantly increase profits.

All members of the work team must participate in the implementation of the marketing plan. If this does not happen, all your undertakings will remain on paper, time and effort will be wasted.

All goals must be fixed, fixed with specific dates, by which later you can check the exact deadlines. It may look like this:

• expansion, optimization of the customer base by (date) by (%);
• development of a strategy to increase sales by (date) by (times);
• increasing brand awareness among consumers, target audience by (date) by (%);
• expansion or formation of a new partner and dealer network by (date) by (quantity).

What structure does the company’s marketing plan have?

The company's marketing plan consists of several sections.

1. Executive summary (introduction for guidance)  - This is the first, introductory section of the document. It indicates the list of tasks, the main goals of the company, its mission and problems that the business solves at the time of writing the marketing plan.

2. Assessment of the company at the moment. In this section, the following points are clearly highlighted:

• Are described main segments of the target audience.
• market analysis , including the legislative framework, suppliers, forecasts and prospects, features of the industry in which the company operates;
• internal audit,   during which moments that inhibit the development of the enterprise, as well as mechanisms that can improve the situation are identified;
• results of a previous SWOT analysis . At the same time, they evaluate the positive and negative factors that will affect your business;
• competitive advantages . This is what you are able to offer your business partners, potential consumers. Based on the results, you can effectively promote a product or service.

3. Quantitative and qualitative analysis of the activities of your company's competitors. Here you need to describe the development strategy of your competitors, analyze the range, prices, their promotion methods, especially the work with clients.

You can use the services of "mystery shopper". This will allow you to draw conclusions to improve the further development of your business.

4. Development of a product strategy for your enterprise.  You analyze the product portfolio, sales, consumption volumes and draw conclusions, form recommendations for expanding the business. If necessary, evaluate the product line and basic production technologies.

5. Strategy development. It is necessary to describe the main directions of marketing your company, how the brand is positioned and the company as a whole.

Indicate measures to work with clients, events that are held to attract new business partners, to strengthen the company's position in the market of goods and services. Analyze internal marketing and how you will serve your customers.

6. Analytics.  Using special data, conduct an analysis and describe external and internal situations (in the market and in the company), possible risks that need to be taken into account in future activities.

Plan and conduct information collection, prepare analytical materials, think over measures that can be used in specific situations. Monitor competitors, publicity, market research and describe how this is all implemented in practice.

7. Action plan. Analysis and inclusion in the company's work plan of measures necessary to achieve the goals that you set for yourself and the employees of the company. It is better if it is a table in which you enter the actions taken to promote the goods or services, as well as fix the dates, indicate the responsible, etc.

8. Finances.  Analyze the main indicators, draw conclusions. They will help you predict sales, see and evaluate additional costs. Include the dynamics of sales in the document, break it down by customers, market segments, groups of goods (services), regions.

Be sure to analyze the main indicators of expenses, group them so that later they can be used to prepare conclusions on improving sales and the marketing plan as a whole.

9. Exercise control.  This is the last section of your plan. It details the basic mechanisms and tools of control with an exact indication of which units of your company will fulfill a specific item.

This section may contain reports, key indicators, and milestones to help draw conclusions.

10. Applications.  In this part of the document there will be charts, tables, analysis of individual provisions of the marketing plan. So you can track the dynamics of your business.

As you can see, all elements of the marketing plan are systematized in a list that meets certain areas of activity. This helps to solve specific problems, eliminate problematic issues, etc.

Bank Marketing Plan Example

Phased development of a company’s marketing plan

The development of a marketing plan for a company consists of several stages. Almost all of them are mandatory.

Development of a marketing plan based on the SOSTAC model

SOSTAC was established in the 1990s. She is quite authoritative and has an excellent reputation. Beginning businessmen and international companies take it as a basis to draw up a marketing plan.

The SOSTAC marketing plan consists of a number of steps.

Stage 1. Case Study

Analyzing the current situation, it is necessary to show the overall picture of the project. For this, the following issues are being worked out:

1. What are your current customers? Make a detailed portrait of the target audience.
2. Based on the SWOT analysis, draw conclusions about your strengths and weaknesses and possible threats to the company.
3. Analyze your competitors. Who are they? Based on what compete with you? This may be a product, its price, better customer service, a reputation other than yours. How exactly do you differ from each other?
4. Make a detailed list of channels that you can use to attract customers. Check the ones that will be most successful for you. Separate those who work well from those that have performed poorly.

Only after that you can see your potential customers, evaluate their motivation for shopping. Alternatively, you can make a portrait of the client. This will help you better know your audience. To do this, you can use the data obtained by the current CRM system after analyzing the history of orders.

From the information collected by your CRM system, you can:

• understand your male / female client relationship
• evaluate profiles based on age, average age, and see if categories are possible;
• find out data about the location of your customers, their addresses, what percentage lives in your area;
• study the history of successful purchases and create an overall picture, evaluate the average order, figure out how the products differ in volume, color, size from the competitive one;
• figure out how your customers prefer to pay when they receive them - with cards or in cash; how often orders are made and purchases are made.

Having such data, you can proceed to the next stage, where we will collect information related to your company.

Consider a specific example. We have data about the target audience. Now take two avatars for a virtual online store selling t-shirts.

Avatar A - Maxim

Maxim is a master of his craft, he is 26 years old, he lives alone, rents a one-room apartment in the center of Moscow, is single, has a high income level, as for the capital. The guy is passionate about football and often maintains his sports club. Every year, he buys a new color T-shirt with the logo of a fan of his team. He does it via the Internet.

Maxim conveniently and comfortably place orders through the Network. He often communicates with friends and acquaintances with the help of social networks, regularly watches news from the world of domestic and world football, and does not mind getting acquainted with new attributes.

The World Cup is coming soon, and this will provide an opportunity to present a new collection of T-shirts for fans of football clubs. Therefore, the company XXX can make contact with Maxim and offer not only a T-shirt of the admirer of his favorite team, but also a unique international T-shirt of an active fan.

How will Maxim interact with your online store? This may be the following scheme.

Maxim gets acquainted with the latest news about the World Cup in a fashion blog. He notes that the company offers to participate in the action - to order a T-shirt with a logo dedicated to the championship is 10% cheaper. To do this, he needs to follow the link to the website of the online store.

Maxim makes the transition and gets to the site of the online store XXX. Here he is offered a large selection of quality T-shirts, which he can order at a 10% discount. Maxim selects a T-shirt of the desired color, pattern, size, and then completes the purchase, paying for it with a credit / debit card.

Avatar B - Margarita

Margarita is a professional in her field, she is 33 years old, the girl is in a relationship. Margarita follows the world of fashion and tries to make orders through the online store.

And her young man, a fan of the football team and the local club, also loves to keep up with sports fashion. He buys T-shirts from his team fans every year.

Soon the World Cup, and Margarita knows about it. She, too, can become a buyer of the online store XXX. A girl can buy a T-shirt both for herself and for her boyfriend - they are together going to support the football team in the championship.

An example scenario of Margarita’s interaction with an online store: a potential client received an e-mail with an offer from an online store. In this newsletter, an online advertising company that offers to order a T-shirt with the symbols of the championship on a promotional code.

Margarita understands that this is a chance to give her beloved guy a T-shirt, buy the same for herself and save. The girl goes to the website of the online store. To get information, she calls support and places an order by phone.

To successfully promote an online store, you need to create two or three customer avatars for a separate group of products that have similar properties.

Stage 2. Setting goals

This part of the marketing plan should focus on your goals, which must be as accurate as possible. Goals should comply with the following points:

• Specificity. Highlight the indicators that you will focus on.
• Measurability. Decide how you will evaluate the effectiveness, exercise control.
• Reachability. How and when can you achieve your goal?
• Realism or Valency. It takes into account which marketing tools you will use.
• Limited time.  See if the time is clearly indicated.

Continuing the example of an online store selling t-shirts, goals could be:

• Interaction: It is necessary to increase the number (flow) of customers by 50% by March 2018.
• Attraction. The goal is to increase your brand awareness. Tracking with Google Analytics. Date: March - July 2018.
• Interaction. The distribution of letters is increasing systematically: previously they sent one letter per quarter, now one letter per week, starting from April 2018 to July 2018.

Stage 3. Goal achievement strategy

Your strategy should indicate that you are ready to achieve goals.

Goal 1. Increase your brand awareness. Tracking with Google Analytics. Date: March - August 2018.

You should maximize the presence of your brand (product or service) in those online places that are focused on fans:

• Identify a cost-effective way to enter the market.
• Do these online sites have your customers?
• Where exactly can you get the attention of potential customers?

Achieving the goal is possible only when you study competitive companies, so you will understand what basic tools they prefer.

Goal 2 Interaction: it is necessary to increase the flow of existing customers by 50% by April 2019.

Here you must carefully analyze the existing customer base and identify what each of its representatives prefers.

Goal 3. The frequency of letters increases systematically. Previously sent by letter in 3-4 months, now in 7-10 days, starting from April to July 2018.

By answering the questions below, you decide on the frequency of sending letters:

• How is the company currently interacting with subscribers?
• Which of your competitors and how does the newsletter go?

Stage 4. Tactics of achieving goals

Here you need to consider the basic tools that will help achieve the goals of your marketing plan. There may be several tactics.

Suppose you choose methods such as SEO optimization, contextual advertising, and email marketing. Consider them in detail.

During the analysis, key shortcomings were identified - a small budget for marketing and research within its framework. To determine the direction of the marketing forces, it is necessary to analyze requests for a specific product, in our case, T-shirts with the logos of football clubs.

The second tactic is focused on contextual advertising, that is, on payment for perfect clicks. Having defined the keywords, you will understand what budget should be allocated for contextual advertising.

The third tactic is email marketing.

You must develop a mailing strategy so that your customers receive emails regularly. The main goal of the message is to make potential customers go to your site and order goods or use the service.

Stage 5. Active actions

At this stage, you embody what you have gained into life. It is important to study the goals carefully again to follow them.

Plan of exemplary action.

• SEO.

We analyze key queries. We optimize the main pages for keywords for better ranking of the site pages by the search engines Yandex and Google. We publish content regularly (once every 2-3 days). Create a reference mass. We post information on other sites.

• Contextual advertising.

Based on the analysis and processing of requests, we analyze the approximate traffic. We determine the budget and the main pages of the site (target), to which people will come by key requests.

• Email marketing.

First, create a script of letters that your subscribers will receive. We analyze the involvement of recipients in the newsletter, profitability.

Step 6. Monitoring the results

This is the last step that will help you evaluate previously voiced goals. This analysis will allow you to conclude whether you are acting correctly.

The shortest company marketing plan

The shortest but most useful marketing plan for the company was created by Kelly Odel. It is suitable for any, even the newest idea, product or service. Just fill out the table and you will immediately see the big picture, including the future, which will help you make a conclusion about the prospects for business development.

3 Common Mistakes in Developing a Company Marketing Plan

The vast majority of Russian marketers were brought up on Kotler’s books. His contribution to the promotion of marketing is, of course, invaluable. But, perhaps, it is in this role that he will remain in history.

American authors Hibing and Cooper, known worldwide for their books on marketing planning, focused much more on the practical side. Their main contribution was phased marketing planning based on the establishment of quantitative relationship between sales and marketing communications.  It is no coincidence that in all business schools in the USA, thousands of students study from their books.

Another American author, Schulz, made a great contribution to the development of integrated marketing communications (IMC),  - a system based on objectively proven scientific fact that the consumer integrates all the information about the market for a particular product, coming to him from various sources. Therefore, the presence of several communication channels greatly enhances the impact on the consumer. On the other hand, when information coming from one source is not supported by similar information from others, its effect is equally reduced.

The combination of these two techniques, namely prudent conversion of IMC into real sales,  is the key and most effective idea in modern marketing. Against the background of "emotional propaganda" books by foreign and domestic authors, this is by far the most rational and practically useful technique for businessmen and marketers.

There are practically no examples of how this works in open press and the web? Mostly common words and academic plans are found. Therefore, it will be especially useful for you to familiarize yourself with our practice.

In the practice of Russian and many foreign companies, marketing and sales plans exist separately and are little related. You will find many similar plans on the web that are more reminiscent of bureaucratic circulars, consisting of bulky paragraphs copied from textbooks and many unnecessary terms and definitions. There is not the most important thing - any plan should give a result. Therefore, we will not talk about the plan "for the sake of the plan" and not about the training case. It's about a marketing plan that can really increase sales.

It should also be remembered that a marketing plan is a key part of an investment plan. Not production or financial, on which many emphasize, namely marketing! The marketing component is the weakest point of investment strategies and plans. A sales plan cannot be reliable without a convincing marketing rationale. This must always be remembered.

In practice, linking sales and marketing plans with each other is really very difficult. It’s easier to make formal plans or otpiski, which are suitable for the role of a “whip” for managers and do not help them in the least.
  In reality, this is a rather cumbersome and time-consuming design, if presented in a schematic or tabular form. In addition, it is very difficult to fit into the visual model of the marketing and sales plan numerous preliminary and intermediate studies and chains of conclusions that affect the content and indicators. But one thing sets her apart:

At any point in time, you understand why sales are growing or falling and what and what intensity of action you need to take to maintain, accelerate or slow down (if you want) these sales by the desired amount.

We took the least voluminous marketing and sales plan of the Moscow representative office of a small manufacturer of household appliances from neighboring countries, which recently entered the Russian market. Based on the analysis of the market and product portfolio, it was planned to double the current sales volumes excluding Internet sales, which at that time had not yet made a significant contribution and were not so actively practiced. Although products belong to a variety of products that, despite the influence of the Internet, remain committed to traditional distribution channels. Therefore, the relevance of the project remains quite high.

By the time the project started, the customer had in Moscow a small Moscow office of 5 people, selling several hundred units of household appliances per month, and the “pressing” question for him was only in which publication to place an advertisement that would solve all sales problems?
  We proposed a research phase, according to the results of which this marketing plan was compiled and started to be implemented, which is presented in full schematic form below:

Complete marketing and sales plan outline

It is important to clarify the following points:

1. Target Markets

At the time of the start of the project, the target markets with which the company worked were limited to customer groups marked in orange. After market analysis and segmentation, other target groups of customers were highlighted in green. In the process of field research, their main characteristics were determined - price segments, decision-making system and decision-makers, basic needs and wishes, dynamics and trends in recent years.

Target markets

Source: Analytical Marketing Agency

2. Positioning

This is the weakest point in the vast majority of Russian companies. Because they underestimate the simple but painstaking process of developing this position. In most cases, it is enough to carefully approach this to get a quick and noticeable result. In this case, the product portfolio was analyzed and product positioning was developed, which, with minor variations, was then adapted to different target markets. This is an important point! Different target markets require specific positioning, even if at first glance it cannot be fundamentally different.
  In our case, a new positioning was tested in the form of a commercial offer for small samples of customers. Its results were evaluated according to the system of awareness - the proportion of positive attitude - decision-making on procurement (conclusion of the contract).

3. Communication objectives

The 4A consumer behavior model known in Western literature is deciphered as a sequence of communication with the consumer Awareness - Attitude - Action -Action Again (Awareness - Attitude - First / trial purchase - Repeat purchase). In Russian-language literature, you can find similar AIDA / AIDAS analogues from the field of advertising, but we prefer to measure a specific “Attitude” of a consumer, rather than an abstract “Interest”. The main thing is you must learn to give a quantitative dimension to these qualitative characteristics in order to understand the most productive direction of your communications. If, for example, you reach 100% of the target group with communication, it causes a positive attitude in 25%, 5% make a purchase, of which half make a repeat purchase, then by disseminating this data to a wider audience of consumers with similar characteristics, you can calculate the potential effect of their communications. In order to get these numbers, you need local samples. And your permanent task as a marketer or business owner is to constantly try to reduce the ranges between these indicators. For example, instead of 100% - 25% - 5% - 2.5%, achieve 100% - 30% - 10% - 7% in the first stage. This is the meaning of the quantitative relationship of marketing communications and sales in the general case. But this is only one of the crude (but obvious!) Options for interpreting this relationship and it has its drawbacks. Most often, it is necessary to select finer practical tools for each specific case.

Positioning is only one of this series, although it is the most powerful tool for obtaining such results. We will talk about this in detail in special articles.

4. The identification of leading and secondary target markets.

The most promising were recognized target markets, marked green  color in the subject "Marketing Goals." "Specialized retail chains" were not previously considered by the customer due to the difficulty of getting there. This problem was solved by consultants during the testing process. It was possible to agree with a large network of M-Video on the placement of products there in the ideal price segment, which turned out to be unfilled with competitive analogues, which was what the attention of decision-makers on procurement was drawn to. Thanks to the reasoned proposal, they managed to get their consent almost immediately.

By the way, during the first telephone conversation, the head of the procurement department was offered to get acquainted with the results of marketing research of the electric kettle market in Russia and Moscow for free, in particular, in which a gap was shown in the price range of the distribution network. During the second phone call, the sales manager immediately agreed to a meeting that lasted no more than 10 minutes with the result indicated above. Model 4A in this case looked like 100% (awareness) - 15% (positive attitude) - 7.5% (trial purchase). A positive attitude was expressed in the fact that in addition to the main one, another small network of 13 covered, having familiarized itself with the offer and product positioning, was ready to carry out a trial purchase a little later.

The wholesale companies that previously refused to work with the company's products managed to arouse loyalty with the new positioning of products and move some of them to trial purchases. According to model 4A, 100% - 29% -14%, this made it possible to double the base of wholesale buyers - from 7 to 15.
  In fact, the consultants worked in these examples as a sales department. Due to the small number of customers in the collected databases, instead of limited samples, these target markets were fully developed. A high degree of efficiency was achieved due to verified positioning, which was adjusted after each contact until the proportion of positive attitude increased. If at the beginning of the work it did not exceed 10%, then at the end it reached 29%.
All contacts were handed over to sales managers to work out details and conclude contracts. And this is the main feature in our work, unlike classical consultants. We do not offer solutions that have not been tested with real markets and customers.
Yellow  the color in the "Marketing Goals" section indicates the target markets or groups of customers recognized as secondary.

Marketing goals

Source: Analytical Marketing Agency

5. Secondary target markets are secondary and secondary, in order to limit them in human and financial resources in comparison with priority ones.

You cannot embrace the immensity, or, as we prefer to put it, you cannot do a bit of everything! Unfortunately, the reality is that no manager or entrepreneur ever follows this principle. Most often, they act in exactly the opposite way and consider it a boon. Because of this, we have to constantly check the compliance of client decisions with this principle.

"Yellow“target groups of customers were recognized as secondary by the results of testing. Some difficulties appeared with them, which were expressed in low shares of positive attitude and potential sales regarding awareness. These were problems associated with identifying and reaching out to decision-makers, making them important information about the company and products, with forecasting the level of average purchases and sales in general, price pressure (market traders working with cheap Chinese products), with Otori seasonality in procurement, the complexity of the ranking of marketing and communications, etc.

All this in general increased the costs of promotion in these target markets. Therefore, in accordance with the "golden rule" of business - "don't do a bit of everything"  - a decision was made to limit activity in relation to them at this stage and the primary task of communications was their primary awareness of the positioning of the company and products. The main means of communication was selected by mailing a specially designed informative booklet. Therefore, the forecasts of concluded contracts or potential sales in this case were approximate and did not represent much interest, since they did not plan a significant contribution to sales.

Whereas in relation to the main " green“The forecasts of the target markets turned out to be quite reliable, and due to them it was expected to receive more than 80-90% of all planned sales. Contacts with their representatives were completed in full and specific supply agreements were reached.

6. Ranking of communications on the basis of "Price - Effect"

It is common for human psychology to trust and pay much attention to the most expensive things and means of achieving goals. Therefore, in our case, expensive and other paid types of advertising were deemed inappropriate until available and free marketing tools were exhausted. The goal of sales was doubling current sales, and your marketing plan budget is estimated at $ 1010at the prevailing at that time rate. Significantly, less than half of it allowed to actually achieve sales goals.

We specifically focus on the insignificant amount of the marketing budget to emphasize the fact that not always big money solves the problem of achieving the sales goal. There is always the opportunity to achieve a lot using the simplest and most economical methods based on analytics and market research. In this case, the mere fact of being represented in a large network makes the huge advertising costs of promotion unnecessary and allows you to reach numerous secondary groups of customers. Sales to large customers automatically attract small buyers. Another thing is that serving large customers is a special art and requires constant focused efforts. For example, this is manifested in work with, the standards of which, as our practice has shown, are not able to withstand a significant part of Russian producers in the field of light industry or food production. And this is despite the fact that only German retail is able to surpass all Russian sales of an individual company, not to mention the profit margin that is incomparable in comparison with the domestic market.

From the point of view of the IMC demonstration, this project was not very successful due to the described artificial limitations. But the goal of the marketing plan is not to master the budget, but to get a result that is qualitatively different from the current one. Therefore, the set of selected tools for target markets can be further expanded with greater efficiency than at the moment. In general, it can be noted that in a country where one federal channel easily replaces all possible IMCs, it is not so easy to show such examples.

Marketing communication goals, marketing tools and budget

VALUE OF THE MARKETING PLAN

GENERAL MARKETING STRATEGY OF THE COMPANY

MISSION OF THE ENTERPRISE

GOALS FOR THE COMING SOON

TASKS OF THE ENTERPRISE

POSSIBLE STRATEGIES

PRODUCT CHARACTERISTICS

CHAPTER 1. ANALYSIS OF MARKET OPPORTUNITIES OF THE COMPANY

ANALYSIS OF THE MACRO- AND MICRO-MARKETING ENVIRONMENT

TRENDS IN THE INDUSTRY AND THEIR INFLUENCE

CHALLENGES AND OPPORTUNITIES

COMPETITION

SALES FORECAST

TARGET MARKET SELECTION: STRUCTURE AND FEATURES

RESEARCH

CHARACTERISTICS OF CONSUMERS

CONDUCT OF CONSUMERS

DEFINING THE TARGET MARKET

DEFINITION OF POSITION

DEFINITION OF POSITION IN THE TARGET MARKET

MARKET VOLUME

BUYING DEMAND

CHAPTER 2. DEVELOPMENT OF THE MARKETING COMPLEX

PERFORMANCE ANALYSIS

COMMODITY POLICY

LIFE CYCLES

PRICE POLICY

PRODUCT PROMOTION

GOALS OF PROMOTION

FORMATION OF THE STIMULATION COMPLEX

Product type

Life cycle stage

PERSONAL SALES

Personal Sales Plan

SALES PROMOTION

Goal setting

General plan development

ADVERTISING

Ad performance

Campaign Plan and Budget

PUBLICITY

DIRECT AND NETWORK MARKETING

INDIRECT SALES PROMOTION

Packaging

PROMOTION BUDGET

TRADE MOVEMENT

MARKETING LOGISTICS

CHAPTER 3 ACTIVITIES AND BUDGET

QUARTERLY MARKET BUDGET

CONCLUSION

CHECKING THE MARKETING PLAN

MARKETING DIAGNOSTICS

SALES ANALYSIS

MARKET SHARE ANALYSIS

COST RELATIONSHIP ANALYSIS / SALES

MARKETING EVALUATION ANALYSIS

PROFITABILITY CONTROL

MARKETING REVISION

SETTING A MARKETING DIAGNOSIS

LIST OF REFERENCES

Introduction

The value of a marketing plan

Regardless of whether investors are being sought, you need to have a marketing plan. Firstly, in this way it is possible to identify problems and difficulties that will be faced in the future before this happens, and therefore it will be possible to make the right decision. Secondly, better preparation for using potential opportunities will be provided. Thirdly, a marketing plan will help to recognize and correctly assess two main types of risks: internal, which is controlled (price, advertising and sales staff), and external, which includes economy, competition and market trends - all that is out of company control.

A marketing plan should reflect future financial projects, regardless of whether the business is operational, whether financing needs to be found, or plans to expand the enterprise throughout the year. The plan should clearly reflect why sales growth is expected, why investments in new equipment are justified for the production of new goods or the provision of new types of services, in other words, how the marketing plan will affect greater profit.

The marketing plan shows where the company is currently located and in which direction it is planned to move on. In addition, the marketing plan will explain why the chosen direction is correct and how to achieve your goals.

The marketing plan defines the development trends of the company. He sets goals and plans continuous growth of the company. The key to the success of the company is the rationality of action.

General marketing strategy of the company

Marketing Goals for the near future

Enterprise Objectives

For the successful launch of the drug on the market, the following actions must be performed:

1. Decide on the pricing method

2. To fully saturate pharmacies, work out an information strategy and arrange timely delivery; develop a sales promotion strategy

5. Train sales representatives.

Possible strategies

Product Feature

Chapter 1. Analysis of market opportunities of the company

Analysis of macro and micro marketing environment

Industry Trends and Their Impact

The main need for people suffering from diseases of the mouth and throat is to accelerate recovery and alleviate unpleasant and painful sensations. Moreover, people with stomatitis, first of all, there is a need to alleviate pain.

Tantum Verde relieves pain within a few minutes after application (due to its anesthetic properties). By removing inflammation and causing a bacteriostatic (cessation of bacterial growth) effect, the drug accelerates recovery.

Drugs aimed at treating diseases of the mouth and throat are supplied to the Russian market by several foreign companies and are produced by domestic enterprises. As a rule, manufacturers do not have a retail license, and therefore all sales are made to wholesale buyers (pharmacies, clinics, wholesale pharmaceutical companies). Clinics treat the purchased drug, wholesalers deliver the drug to pharmacies, and pharmacies sell the drug at retail.

Most drugs sold in our market have different chemical composition. All have anti-inflammatory effects.

Sales of medicines worldwide are regulated by the Ministry of Health. Sales activities must be licensed, drugs must be registered in the country and have a quality certificate. The state also regulated prices for medical products. The state also approved a list of drugs that can be dispensed with free prescriptions.

Due to the instability of the economic situation, a decrease in the income level of the population is currently taking place. Since this drug is not cheap, the proportion of the population that will use it is decreasing.

Challenges and Opportunities

Internal challenges and opportunities

External challenges and opportunities

The main problem is the lack of drug in pharmacies. Since the medicine is dispensed without a prescription, people often buy it in pharmacies themselves, without consulting a doctor. Basically, a pharmacy pharmacist recommends a particular remedy. Advertising also works. But even with advertising, but in the absence of the drug in pharmacies, sales will not increase. Therefore, the first goal is to equip the drug. To increase the interest of pharmacies, you can use various methods of sales promotion. After saturation of pharmacies, it is necessary to expand advertising in order to increase public awareness about this drug.

Competition

See the analysis of competitors in Appendix 1. Competitors in the dental market are marked with a dark background.

When analyzing competitors, the following parameters were taken into account:

· Characterization of the drug. For analysis, drugs with the same indications as Tantum Verde were chosen;

· Price of one package of the drug

· The cost of the course of treatment. It often happens that one package of an expensive drug is enough for the entire course of treatment and the total cost of treatment will be cheaper than in the case of an inexpensive medicine, but which needs more;

· How well the drug is presented in pharmacies, since the sales volume is very dependent on this.

The next step in analyzing competitors is to find out the opinions of consumers and doctors. it is necessary to familiarize yourself with scientific articles (if any).

Sales forecast

Sales forecast is carried out as a result of interaction with medical representatives. At the same time, the assessment should be carried out with appropriate adjustment, since representatives are subject to a change of mood and, under the influence of a decrease or increase in the current sales volume, rush from one extreme to another. Moreover, they often find themselves not in the know about important economic changes and do not know what impact the company's marketing plans will have on future sales in the region. They can intentionally underestimate demand estimates in order to achieve lower sales plans.

In order to improve the quality of the assessment, stimulation is necessary. For example, medical representatives can get a comparative analysis of their forecasts and actual sales volumes, as well as information about the prospects of the company, the behavior of competitors' marketing plans.

The involvement of sales staff in forecasting sales has a number of advantages. They are well aware of demand trends; participating in the forecasting process, they have great confidence in the established sales quotas and are striving to achieve their goals. In addition, the “bottom-up” forecasting procedure makes it possible to get an estimate for all goods, regions, and consumer groups.

You can also get an expert forecast of the level of demand. Experts include dealers, distributors, suppliers, marketing consultants, and trade associations.

Target Market Selection: Structure and Features

Research

Consumer characteristics

The consumer of the Tantum Verde pharmaceutical product is the person currently suffering from some kind of mouth or throat disease. That is, the drug is needed only at the time of the disease. If a person has a sore throat or mouth, then the first goal is to reduce or eliminate the discomfort associated with the disease. Another part of consumers is people who are trying to prevent periodontal disease. Next, certain diseases will be considered, and consumer requests when choosing their actions.

Consumer behavior

In this case, consumers are divided into 2 categories: those who use pharmaceuticals to treat diseases, and those who prefer “folk remedies”. The second is guided by the fact that the chemicals that make up the drugs are harmful, and try not to use them under any circumstances. Consumers using synthetic drugs are based on evidence of efficacy and no side effects. It is necessary to constantly study consumer preferences (through surveys of pharmacists, doctors, patients).

Target Market Definition

The drug is aimed at treating diseases of the mouth and throat. In our market, drugs for the treatment of throat diseases, both domestic and foreign manufacturers, are quite widely represented. Preparations for the treatment of diseases of the mouth are not so well represented. Most drugs are simultaneously aimed at treating both diseases of the mouth and diseases of the throat. But basically they are positioned as drugs for the treatment of the throat. Therefore, the drug Tantum Verde at this stage will be positioned as a drug for the treatment of diseases of the oral mucosa. Moreover, clinical trials were conducted on the basis of dental clinics.

Since all categories of the population are affected by mouth diseases, regardless of age, gender, income, social status (with the exception of two specific markets: patients with diabetes and cancer patients), it was decided to pursue a mass marketing policy that focuses on a wide consumer market.

Position determination

Most drugs on the Russian market have anti-inflammatory and antibacterial effects. The anti-inflammatory effect of Tantum Verde is directed precisely at the cause of inflammation (blockade of prostaglandin synthesis).

The main difference between Tantum Verde and its competitors is that it provides pain relief. Moreover, two effects are achieved simultaneously: short-term and long-term. A short-term effect (anesthesia) is achieved immediately after use and lasts an average of 30 minutes (sometimes up to an hour). That is, the patient feels an immediate effect. Long-term action (analgesic effect) is based on the mechanism of pain suppression and gradually reduces pain.

Target Market Positioning

When positioning, the positioning strategy will be used primarily - the drug has a strong and fast analgesic effect, anti-inflammatory and antibacterial properties. In addition, it acts on the cause of inflammation and pain.

Market volume

Since the price of the drug is not low, the analysis of market capacity took into account the population, whose income is not lower than the subsistence level.

On average, 2 bottles of the drug are used for the course of treatment. This number was adopted for all target groups except infants (for them, the average consumption is 1 bottle).

Customer demand

Methods of studying consumer demand:

• Use of questionnaires.
• Interview pharmacists in pharmacies, finding out the reasons why they take this or that product for sale, based on what characteristics of the product the patient’s choice is based.
• Interview physicians: which drugs they use for treatment, and which drug selection criteria are determining. (See Appendix 2)

Chapter 2. Development of a marketing mix

Performance Indicator Analysis

• The number of consumers is slowly but constantly growing.
• Seasonal sales fluctuations are noted (most of the sales are in the autumn-winter period).

Commodity Policy

Life cycles

As a result, we obtain a curve with a repeated cycle, which is very characteristic of pharmaceuticals.

Price policy

Product Promotion

Promotion Goals

Promotion goals can be divided into two broad areas: stimulating demand and improving the image of the enterprise.

When setting specific goals for demand, the enterprise should use the model of the hierarchy of impact, showing medium-term and long-term goals of promotion, which the company should use:

• Awareness. It is necessary to create awareness (or at least make the name recognizable). This problem can be solved with the help of simple calls, in which the name of the drug is repeated).
• Knowledge. The audience may have information about the drug, but nothing more. Therefore, you should expand the message, specifying the message, making it more informational.
• Sympathy. If members of the contact audience know the drug, then it is necessary to find out its relationship to it. If the attitude is unfavorable, then you need to find out the reason, and develop a communication strategy aimed at increasing benevolent feedback.
• Preference. If the audience likes the product, but it does not give it preference, you need to formulate this preference. The quality of the product, its value, effectiveness and other characteristics should be promoted. It is necessary to evaluate the success of the campaign by examining the preferences of the audience before and after it.
• Loyalty. The target audience already prefers a certain product, but has not yet decided to purchase it. We need to create the conviction that the best choice consumers can make is to purchase a promoted product or service.
• Purchase. Some canoes of the target audience are loyal to the product, but for one reason or another refuse to make a purchase. It is necessary to bring them to the final decision - to stimulate (offer to try, prizes).

Since the drug is little known at this stage, the goal should be awareness and knowledge. Then the goal will be preference, it will be necessary to satisfy selective demand - the demand of consumers for a competitive brand of products.

Since the company representing Tantum Verde on the Russian market is small and does not manufacture the drug, the second area (improving the image of the enterprise) does not matter.

Formation of a stimulation complex

When developing a stimulus complex, several factors must be taken into account.

Product type

The drug Tantum Verde is a drug that is dispensed without a doctor’s prescription. In addition, it is used for widespread diseases. Very often, the patient does not go to the doctor, but chooses the medicine on his own. Therefore, the drug Tantum Verde is rather a consumer goods. Because of this, the largest investment in advertising is justified. But also the drug is a medical drug, i.e. sales will also be carried out on the enterprise market.

After analyzing the type of product, it was concluded that the following sequence of actions (in descending order of importance) will be most effective:

2. Personal sales

3. Sales promotion

4. Propaganda

Product pushing strategy and consumer attraction strategy

In the case of medicines, a consumer engagement strategy is warranted. The fact is that pharmacies are reluctant to sell little-known goods for sale, as they are afraid that they will not be in demand. It is necessary to provide the maximum number of pharmacies with goods, and inform the rest of them about the terms of delivery, discounts, bonuses, etc. After massive advertising, the consumer will go to the pharmacy for the drug. It is assumed that if pharmacists know that the appropriate drug is in demand, and with subsequent contacts with the company will order the medicine.

Life cycle stage

At this stage of the life cycle (bringing a product to the market), the main action will be advertising and propaganda. Also, do not forget about sales promotion. To promote sales in pharmacies and doctors, a large place should be given to medical sales representatives.

At the growth stage, the main actions also remain advertising and propaganda.

At the maturity stage, it is worth reinforcing sales promotion actions compared to advertising.

Personal sales

The company has a staff of medical representatives who are involved in visiting doctors and informing them about the drug. Also, part of the staff is involved in similar work with pharmacies. The number of representatives in Moscow is 10. Moscow is divided into 5 sectors (by district). Two people work in each district. They visit pharmacies and dental clinics. The purpose of the medical representative’s visits is to create goodwill. They can also take orders for the supply of medicine for subsequent transfer to the company. At the end of the week, representatives gather in the office to submit reports on visits and discuss their work.

For skilled work, representatives must be trained. Two types of training are carried out - on successful sales (although representatives do not sell the product, they must be able to convince) and training on the drug.

Personal Sales Plan

Sales promotion

Sales promotion orientation and sales promotion theme

Sales are simultaneously aimed at participants in goods distribution and end consumers. Pharmacies will buy the drug only in case of demand by end consumers. Therefore, in addition to stimulating merchants (discounts, gifts, bonuses), it is necessary to influence the demand from the final consumer (stores respond well to an advertising campaign).

Goal setting

The choice of means of sales promotion

Trade Incentives

General plan development

Since the drug is over-the-counter, there are no restrictions on its advertising (see Appendix 4b).

Evaluation of the effectiveness of various media

Publicity

Direct and network marketing

Indirect Sales Promotion

Packaging

The drug has an outer packaging (box) and an inner one (bottle). An integral part of the package is a label, which should contain all the information about the drug prescribed by law.

The package should be attractive, it should have full information about the product, as well as a brief instruction for use (in accordance with the law on medicines - see Appendix 4a). The main inscriptions should be in Russian. barcode required. In the boxes with the drug, instruction sheets in Russian should be enclosed.

Product distribution

Marketing logistics

Chapter 3 Activities and Budget

Quarterly Marketing Budget

Conclusion

After the marketing plan is drawn up and there is a detailed program of actions, one more task remains to be solved - this is a regular comparison of the real situation and the plan

The only way to check whether a market strategy is working or not is to check and monitor it.

Marketing Plan Review

Marketing diagnostics

Analysis of the marketing plan includes comparing the actual development of events with planned or expected indicators over a certain period of time. If the actual state of affairs is unsatisfactory, corrections must be made. For the analysis of marketing plans, 3 methods are used: analysis of marketing costs, analysis of implementation and audit of marketing.

Sales analysis

Sales analysis is a detailed study of sales data in order to assess the suitability of a marketing strategy. The main data source for sales analysis is invoices. In the process of sales analysis, the answers to the following questions are clarified:

Market Share Analysis

It is necessary to evaluate the actual sales of companies in the industry. Data on this is usually collected and published by business associations. Using them, you can evaluate the effectiveness of your work compared to the industry as a whole. If the market share grows, the competitive position of the company improves, if it decreases, the company begins to yield to competitors.

Another way to assess the sales of competitors and the industry as a whole is to conduct market research.

Cost / Sales Ratio Analysis

It is necessary to constantly monitor the ratio of marketing costs to sales volume. In a normal situation, these indicators may fluctuate a little, therefore, it is not worthwhile to take retaliatory measures with a further fluctuation. However, deviations that go beyond the permissible values \u200b\u200bcan cause future problems, and you cannot leave them unattended.

Marketing Valuation Analysis

Many assessment systems are qualitative rather than quantitative.

The customer rating shows how the company works based on the following indicators:

• number of new customers
• unsatisfied customers
• lost buyers
• target market awareness
• target market preferences
• relative product quality

For each of them, norms must be established, and when the current values \u200b\u200bare outside the permissible limits, the company management must take response actions.

Profit control

Stage 1. Definition of functional sales

Stage 2. Assignment of functional costs to the marketing object.

Stage 3. Reporting on profits and losses for the marketing object.

Marketing audit

A marketing audit is defined as a systematic critical and objective assessment and review of the main goals and policies of the marketing functions of an enterprise, the methods, procedures and personnel used to implement this policy and achieve marketing goals. The marketing audit process includes 6 stages:

Marketing Diagnosis

It is necessary to understand the problems that have arisen and establish the cause of their occurrence. Diagnostics begins with an analysis of the implementation of the plan. when diagnosing problems that arose during the implementation of the plan, you need to try to solve them with those who directly performed the work and answer the questions:

• What are the symptoms
• Why do you think a problem has occurred
• What results would you like to get instead of those that you received
• What strategy do you follow to get the desired results
• How do you evaluate the implementation of this strategy?
• Is the original goal set correctly
• Are there any other possibilities. What else can be done
• What you need to do to fix the error
• Did you make a mistake in the way this strategy is implemented
• Maybe the error lies in the plan itself
• If everything is in order with the plan, then maybe the goals that you set for yourself are wrong

List of references

1. Anikeev S. Methods of developing a marketing plan. Moscow 1996

2. Burgers DF, Steinhoff D. Fundamentals of small business management. Moscow 1997

3. Business plan. Teaching materials. Ed. R.G. Manilovsky. Moscow 1998

4. Dickson P. Marketing Management. Moscow 1998

5. How to make a marketing plan for a trading company. Ed. S.O. Kalejyan. Moscow 1997.

6. How to draw up a business plan for a service company. Ed. S.O. Kalejyan. Moscow 1997.

7. How to draw up a business plan for a trading company. Ed. S.O. Kalejyan. Moscow 1997.

8. Covello D.A., Hazelgren B.D. Business plans. Complete reference guide. Moscow 1998

9. Kotler F. Fundamentals of marketing. Saint Petersburg 1994

10. Kotler F. Marketing management. St. Petersburg, 1998

11. Marketing. Ed. A.N. Romanova. Moscow 1995

12. The basics of business. Ed. V.M. Vlasova. Moscow 1997

15. Collection of business plans. Ed. V.M. Popova. Moscow 1997

16. Drug Act 1998

Today, enterprises in various fields of activity have to survive in the competition, and not every organization can do this because of an illiterate marketing plan. It is due to the marketing concept that you can bring sales of your product or service to a qualitatively new level, significantly increasing the total sales volume.

So how to build an enterprise marketing plan and what development strategy should an entrepreneur choose? Let's try to help and tell you more about this component.

What is a marketing plan for?

A marketing plan does not have a direct and specific purpose for the enterprise, but it plays a key and most important role both in the formation of the company as a whole and in the preparation of the general business plan of the enterprise and the development of trade relations.

Basically, the marketing plan affects the assortment policy of enterprises, pricing, and also reflects the general vector of development of the complex of directions of the company.

It is impossible to overestimate the importance of creating a competent marketing plan, since it is from this component that determines whether your company will be competitive or not.

There have been such cases in the history of economics when firms had a modest assortment and inexpressive utility for consumers, but thanks to a well-developed marketing concept, they came to the forefront in the field of product sales and were known as very strong enterprises in the matter of competition among others. Over time, a certain pattern has developed in this regard - the better and better the marketing component of the company, the more successful the activities of this enterprise become.

What are the types of marketing plans

Currently, specialists distinguish 5 types of marketing plans that can be used by absolutely all organizations.

The first type of plan is a stepped one. It is a combination of two types - step-by-step, used to pay for the turnover of the personal group of the enterprise and separating, in which the company is paid for those distributors who, together with their groups, began to operate independently from the company.

Distributors receive a commission based on their position in the marketing plan and the position of those who accept sponsorship from distributors. A specific volume of trade can be achieved through the personal use of services or products, attracting new distributors, as well as retail sales of any format - team or personal.

Companies can enjoy various discounts. After the necessary volume of group and personal sales is reached, the distributor manager can receive a commission in a more serious volume.

This continues until the head reaches the top level in the company. After that, this group can no longer be considered as a sponsor group and becomes an independent part. Multilevel payments do not work here anymore.

A linear (multi-level) marketing plan can limit the depth of the levels from which it is possible to derive a commission. The width here cannot be limited, there can be many participants in the front line.

Single-level plans, as a rule, have 3-5 lines in depth, and with each line the level of commission increases. A similar plan is considered as the simplest among the compensation plans.

Sponsor may register one distribution line. Then, each distributor, who is brought into the business by the sponsor, is considered as the first line, without any restrictions on the width.

That is, the distributor can attract as many participants to the first line as he wants. The goal of the plan is to attract the maximum number of distributors and encourage them.

The matrix plan implies restricting the group to any configuration - 2 x 2, 3 x 3, etc. For example, in the 3 x 3 scheme, any distributor of a company at its first level is able to sponsor only three participants, and he can receive compensation for the volume of only three distributors.

3 people will be on the first line, 9 - on the second, 27 - on the third, etc. The distributor will receive a commission for the activities of 39 people in general, the fourth level will not be paid to him.

The depth and width of the matrix is \u200b\u200bstrictly limited. The binary plan allows you to place two participants on the first line.

If the distributor sponsors more than two people, then they are placed at the lowest levels. Sponsor-distributor here may enter into his own organization again.

The participants here are paid only for the volume that is distributed between the two branches. That is, if there is a turnover of 1000 rubles in the right branch and 0 rubles in the left branch, the distributor will not receive anything.

The latest hybrid plan is based on the best components of the four previous plans.

Sections and content of the company's marketing plan

The structure of marketing plans is characterized by the presence of eight components and looks in the following format:

1. Executive summary.
2. The results of a situational analysis.
3. Search for advantages over competitors and development of SWOT analysis.
4. Formulation of marketing goals and objectives.
5. Building a product marketing mix strategy.
6. A business model in conjunction with financial targets.
7. Tactics of action and control points of marketing work.
8. Possible risks, resources and assumptions.

The second section - a situational analysis - is necessary to instantly draw up an idea of \u200b\u200bthe size of the market, its features and future trends.

The main components here are:

1. Analysis of enterprise resources and the internal environment.
2. Analysis of consumer behavior.
3. Consideration of external factors of the enterprise, key market trends and competitors' behavior.

A situational analysis should always end with a SWOT analysis, where it is necessary to describe the disadvantages and advantages of the enterprise, stimulants of profit growth and total sales.

Based on the SWOT analysis, the following is formed:

1. The main competitive advantage of the company's products.
2. Product positioning.
3. Plan for using existing opportunities and their progressiveness.
4. An action plan to reduce the degree of threats identified.
5. The main strategy of struggle in the market in a competitive environment.

In the section for determining marketing goals and objectives, it is necessary to reflect two types of goals - from the point of view of business and marketing. Business goals include market share in the framework of competition, the level of profitable flow, sales, profitability.

Among the marketing goals are attracting new customers, retaining regular customers, increasing the duration and frequency of use of products.

  The protection of the marketing strategy should be presented in a presentation format about such elements of the strategy as:

1. Market research: needs, basic characteristics, competitors, coupled with behavioral models.
2. The development strategy of the assortment of the enterprise.
3. Pricing strategy.
4. Product distribution management tactics.
5. Communication and promotion strategy.
6. Presentation of backbone marketing programs to improve assortment policy, promotion strategies.

A marketing plan cannot be considered complete without presenting financial indicators of marketing work and a business model. Here you need to present your business model, which will show the projected sales volume from the programs, the total profit, the level of profitability of sales in conjunction with the budget laid down in the program.

  The most important points of control and action plan have an equally important role in the marketing plan. An action plan can act as a tactical or operational marketing plan.

It reflects certain activities and programs that can help achieve certain goals of perception and recognition of the product and market share. The control point is an essential element for managing marketing programs.

It should include the main indicators, which are the criteria for evaluating the effectiveness of the marketing strategy, as well as the main control points for the implementation of the marketing plan.

The final section is about risks, organizational resources, and assumptions.

  Briefly, the section is structured as follows:

1. What needs to be changed and improved to fulfill the marketing plan?
2. Describe the assumptions in the areas of spending growth, price level and inflation, the competitive situation that are used in building the model.
3. Describe all the risks that may arise when implementing a marketing plan.

Marketing expertise and the availability of marketing activities

Marketing expertise is a set of marketing work for the implementation of the strategy.

The list of these activities includes the following:

1. Definition of the enterprise market, characteristics of the microenvironment and the external environment, analysis of the enterprise market, competitors, level of competition in the markets.
2. Characteristics of internal resources, status of the marketing department, marketing level in the company, management level, group examination of the production level.
3. Highlighting the main products, marketing assessment of the prospects of the company's products, recommendations for the organization of implementation.
4. Recommended product portfolio, as well as strategic enterprise values.

Accordingly, the plan should reflect the proposed activities, which are mandatory for implementation as soon as possible.

Strategic moves in business planning

The most important thing here is to develop tactics of business decisions that will help you make clear and precise decisions in emergency situations.

In general, the framework of business planning involves work in the following areas of management decisions:

1. Change management in the organization.
2. Management of the development of the company and current activities.
3. One-time solutions for individual moments of management.

It is on these three areas that all enterprise management is based completely. And it is necessary to constantly take into account changes in the external and internal environment, and in order to prevent problems when making decisions in these areas, it is necessary to develop an action plan in advance in certain situations.

Learn how to create a unique marketing plan for a property from the video.

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