FOCUS: Annual Tactical Marketing Plans

Include the following 5 in your marketing plans:

1.     Implement a Marketing Plan that will create a roadmap for all marketing initiatives. If your company’s Strategic Plan states that the business will grow 20% over prior year within a specified expense budget, this marketing plan must state how to get there from a marketing perspective. This plan should include all components of the Marketing Mix.

a.     Product/Service

b.     Price

c.      Place

d.     Promotion

2.     Product/Service: Define each product/service that your company offers, the projected revenue and profit that each product/service will generate, the customers that these products/services will be sold to, what percentage of revenue/profit this product/service brings to the business. For each product, define how it meets a market need, its function, appearance, packing, service, warranty.

3.     Price: Define the pricing strategy for your business and determine where you are priced compared to your competition. Determine how your products/services are positioned in the market and their perceived value. Define your price discounting strategy and make sure that these discounts are used in your sales and profit projections. Determine financing or leasing options for your customers.

4.   Place: Define the distribution strategy of your business, how will your products/services be accessible for your targeted customers? Define your selling channel strategy and determine what methodology will be best for each customer type, size, geography, buying behaviors.

5.   Promotion: Define the promotional strategy of your business including advertising, direct marketing/direct mail, public relations, direct sales, sales collateral, internet advertising, blogging, newsletters, publications, broadcast, brand development, community websites, digital media, charitable support and have a plan to measure the success of each.