Wondering how to build a positive brand image and attract new customers? Do you want to get ahead of the competition and grow your business even faster? Then you will need a professional marketing plan, which should be an indispensable part of any business plan. 
What is a marketing plan?
There isn't an entrepreneur who doesn't dream that his or her business will be a profit-multiplying success, but that's not all. The perception of the brand among the public also matters, as does the environment within the company - the degree of employee satisfaction, the atmosphere and culture of the organisation. If you set ambitious goals and want to become an industry leader, you need a well-developed marketing plan. What exactly is behind this term? A marketing plan is nothing more than a document that describes the company's strategy. It can cover an entire range or range of services, as well as a single product. It also includes relevant information about the market and how the company will achieve its objectives. The marketing plan has the task of setting the direction and focus of the brand, describing its nature. A perfectly composed marketing plan:
- is simple and easy to understand;
- includes a concrete set of objectives and targets and their completion dates with a fixed budget;
- outlines the financial implications of the actions carried out;
- indicates the priorities for these objectives;
- includes all the necessary elements and an in-depth analysis of: market, customers, competition.
- must be feasible to implement;
Elements of a marketing plan
Nowadays, without preparing a good business plan, which also includes marketing activities, we will not be able to exist - we will not stand out from the growing competition and win the hearts of customers. Why else is it worth preparing a marketing plan? First and foremost, it serves as a tool to facilitate the management of your business and allows you to monitor your progress towards achieving your goals. It is also one of the key elements of building a specific corporate image. So what should a real marketing plan contain?
Step 1: Accurate description of goods or services
At the very beginning of constructing a marketing plan, it is important to focus on the object of the planned activities, i.e. the products or service. In the first point, we describe the company's offerings, listing the most important features of the goods, focusing on the most significant differentiators that will allow us to gain an advantage in the market. We must also mention the stages of product development and supplement the descriptions with additional material. The more information we collect, the better.
Step 2: Analysis of the company's current situation
In order to be able to define clear objectives and determine where we are going, we should first address the starting point, i.e. the current situation of the company. The characteristics should include the organisation's closer and further surroundings and the general conditions of the company in the market. How to do this? It is sufficient to take into account:
- core segments of the sector in which we operate;
- research into the needs and motivations of the target group, as well as trends in this aspect;
- Competitor analysis - particularly in terms of reputation, prices and quality of products offered;
- market size and growth prospects.
Step 3: Set marketing objectives
A very important step in creating a marketing plan is to write down the objectives you intend to achieve. It is advisable to focus on just a few main ones and set priorities. At this point, we define the mission and the information related to the needs our offer should meet. Data from the sales, production and human resources departments will be useful. Objectives usually relate to sales volumes, increasing brand recognition, market share and profits.
Step 4: Preparation of marketing strategies and action plan
In this important step, we deal with the development of the programme of planned activities: the strategy of goods, prices, promotion, as well as distribution. Regarding the first aspect mentioned, we include in the structure of the marketing plan everything related to brand development, product life cycle, packaging and quality. The pricing programme should include a description of pricing activities - obviously taking into account market trends and competition. The promotion strategy focuses mainly on advertising, communication and sales. Distribution, on the other hand, includes logistical aspects, intermediaries and distribution channels. Particularly in the case of Parcel Machines, which now translate into lower levels of abandoned shopping basket.
Step 5: Financial estimates and control system
The final stage of developing a marketing programme will be to focus on preparing sales forecasts and evaluating expenditure. It is also worthwhile to undertake a risk analysis - after all, we cannot be 100% certain that our programme will be as successful as expected. It should assume three scenarios: optimistic, probable and pessimistic. The control system is designed to monitor how the action programme is implemented. As a rule, this is based on a comparison of objectives and budget for each period.
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