Developing a Marketing Plan

Transcription

1 10 The Markeing Forming Markeing Objecives Secion 10.1 Secion 10.2 Updaing he Markeing is he process of developing, promoing, and disribuing producs o saisfy cusomers and businesses. The success of a business is deermined d in he markeplace. Forming Markeing Objecives A convincing markeing plan includes a raionale for your selecion of markeing sraegies and acics. markeing plan a plan used by a business o guide is markeing process o a desired conclusion based on informaion obained hrough marke research and arge marke decisions A successful markeing plan conains specific markeing objecives. markeing objecives wha a business wans o accomplish hrough is markeing effors eam organizaion adverising disribuion produc inroducion or innovaion Markeing Objecives sales or marke share pricing projeced profiabiliy Developing he Markeing Mix markeing mix enables an enrepreneur o map ou how o accomplish markeing iniiaives. markeing mix he five markeing sraegies used o reach a marke: produc, place, price, promoion, and people 5

2 Developing he Markeing Mix The Five Ps of Markeing Produc Place Price Promoion People The Produc Sraegy The produc sraegy deals wih he goods or services your business will provide. Produc consideraions include: feaures and benefis branding, packaging, and labeling selecion posiioning mix 7 The Produc Sraegy A produc s brand, package, and label serve as sraegies for mainaining cusomer loyaly. package he physical conainer or wrapper used o presen informaion brand he name, symbol, or design used o idenify a produc label he par of he package used o presen informaion abou he produc The Produc Sraegy Branding, packaging, and labeling li can have a bearing on produc posiioning. The final consideraion in your produc sraegy is deermining your company s produc mix. produc posiioning how consumers see a produc in comparison o anoher produc produc mix all of he producs a company makes or sells The Place Sraegy The place sraegy deals wih how you will deliver your goods and services o cusomers. Place sraegy consideraions include: channels of disribuion inensiy of disribuion ransporaion locaion, layou, and availabiliy The Place Sraegy To formulae a place sraegy, he enrepreneur needs o undersand he channel of disribuion. channel of disribuion he pah a produc akes from producer or manufacurer o final user or consumer

3 The Place Sraegy The Place Sraegy There are wo basic ypes of channels of disribuion in he place sraegy direc and indirec. Adi direc channel moves a produc from producer o cusomer wih no oher businesses involved. An indirec channel of disribuion employs inermediaries. inermediaries people p or businesses ha move producs beween producers and final users, including wholesalers, reailers, disribuors, and agens The Place Sraegy Channels of Disribuion Producer Producer Direc Indirec Inermediary Consumer Consumer inensive disribuion The Place Sraegy placemen of a produc in all There are hree ways o disribue ib a produc: inensive disribuion selecive disribuion suiable sales oules selecive disribuion placemen of a produc where is number of sales oules are limied in an area exclusive disribuion exclusive disribuion placemen of a produc where is number of sales oules are limied o one per area 15 The People Sraegy The Price and Promoion Sraegies The people sraegy involves assembling, preparing, and mainaining he people who will help he business achieve success. The price sraegy is a financial decision and a markeing sraegy ha affecs he cusomer s moivaion o buy. The promoion sraegy is designed o ell poenial cusomers abou a business s producs and heir characerisics, benefis, and availabiliy.

4 Updaing he Markeing Markeing Tacics The Imporance of Ongoing Marke Research To apply markeing sraegies, enrepreneurs employ markeing acics. markeing acics aciviies ha are aken o carry ou a markeing plan In business, change is consan. In order o say up-odae wih changes as hey occur: Gaher primary daa from cusomers. Gaher secondary daa from business records. Collec informaion ha affecs your operaion. Updaing he Markeing Reviewing i Your and Mix Possible o he Produc Sraegy There are many benefis o ongoing marke research. adding producs eliminaing producs The research provides informaion you need o make adjusmens o your markeing plan and allows you o revise and rework your markeing mix sraegies o make hem more effecive. revising guaranees and service policies brands, packaging, or labels Produc Sraegy producs idenifying new uses for producs 22 Updaing he Markeing Possible o he Produc Sraegy You may wan o consolidae producs you manufacure under differen brands under a single brand. You may also choose o sell your own privae brand. privae brand a brand ha is owned and iniiaed by a wholesaler or reailer Possible o he Place Sraegy improving po rearranging a g locaion layou Place Sraegy To build cusomer confidence and increase sales, a business can offer a service policy or a guaranee. guaranee an assurance of he qualiy of a produc channels of disribuion increasing availabiliy 24

5 Possible o he People Sraegy sysem rewards number of people People Sraegy human resource responsibiliies employee qualificaions eam-building responsibiliies Possible o he Price and Promoion Sraegies pricing i for profi Pi Price and Promoion Sraegy revising erms of sale reacing o marke prices Updaing he Markeing Revising i Your and Mix Reviewing and revising your markeing plan and mix regularly will help you idenify and make necessary sraegy changes. Such a review ses he sage for longer-erm marke planning, such as expansion, revision, or diversificaion. diversificaion he process of invesing in producs or businesses wih which an exising business is no currenly involved