Devising A Marketing Plan
Plans are made to make things work smoothly and if possible without any glitch or drawbacks. However minds of people have also advanced to the point that there are alternatives to an original plan if it does not work out well. People have come up with Plans A and B or even more as the case maybe. Alternative plans a better than going back to the drawing board as it may be in a marketing plan.
A plan must be supported by proven facts or given and used in a system that will have the least flaws during implementation. Flaws can come up due to some unexpected circumstances or turn of events. For example a marketing blitz that will involve a convoy of cars announcing the venue can be ruined by a sudden thunderstorm before reaching a demo area.
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A marketing plan will require a lot of reliable information to put it all together. The information available will dictate the intensity needed to drive a marketing machinery to plow through the minds of targeted audience. The data that will be needed in planning a marketing strategy will be:
- Competitor presence and aggressiveness in maintaining their market share. Competition often will know the coming of a competing product. In many cases, they will conduct a promo for consumers to buy or have more of their products.
- Consumer sentiments regarding existing products of competition. Customer satisfaction will dictate the acceptability of a new similar product with a competitive price.
- Product comparison based on true merits of the products. Superiority of the product must be proven by facts and documented.
- The true and real reasons why people use the product and what will make their mind change over to another brand. e.g. efficiency, durability, content, pricing, size, weight, user friendliness, handling etc.
Using data for planning
A plan must be true to what the data or information provides. For example, if the populace prefer to cook and eat at home than eat at fast food chains, a cookware to be marketed should be efficient in cooking fast, requires little attention and easy to clean. The plan should have a way of enticing people to have the cookware as soon as possible. Introductory price often works.
A data on how many percent of the population cook at home and where most of them live will give an idea on how to start and continue on. Television ads might work for this type of target market because people often turn on their TV sets while cooking.
If there is information that the working population has habit that go on the internet after work, then advertisements will work well in sites that are often visited on the internet. This sample of marketing cookware will show that a marketing plan can built around basic data. It can easily identify the media that can be used.
Print media can be used as a primer for the population to know where to find out more about the product. The print ads will not contain much about the product but it will tell about a cooking demo on TV during lunch hours, an email address and website where online orders can be made.
Frank Hans has worked for a number of years developing a marketing plan for the different companies he has been contracted with.