PART A

Where does your marketing plan begin?

It’s been stated that “vision without action is simply a dream”. And this is certainly true with marketing. A good idea will just sit there stagnant and unformed until you really move it into action. The means of moving your concept into ‘action’ by giving it a distinct direction is known as a plan.

A advertising plan units out a ‘framework of actions’ required to achieve one or more marketing targets and may be put in place for products, services, manufacturers or product lines.

What is the life of a advertising plan?

Normally a advertising plan covers a interval of one to five years. However, most organisations annually evaluate their technique and only deal with planning one year in advance.

How should your advertising plan be displayed?

Your advertising plan must be formalised into a written document. This allows you to navigate the ‘formal advertising and marketing plan’ from broad organisational objectives all the way down to individual motion plans for every marketing campaign.

Be conscious that this is a highly interactive process which can involve many drafts and revisions. This permits the impact of each stage to be reviewed and amended accordingly.

The sections of a advertising and marketing plan

A marketing plan incorporates several sections. In ‘PART A’ we discuss the first two parts of a marketing plan.

Executive Summary and Challenge

The executive summary at all times comes first. It is a high-level abstract of the advertising plan written in an simply digestible format. The govt summary doesn’t delve too deeply into the specifics – it only outlines the overarching theme and eventual result of the plan.

The subsequent section is the ‘Challenge.’ This usually involves a short description of the product being marketed and outlines specific targets and targets. For example, a target could be to realize 1,200 sales for the financial year 08-09.

Situational Analysis

This is where you conduct an in depth SWOT (strengths, weaknesses, alternatives and threats) analysis.

You first look internally at an organisation’s strengths and weaknesses. This additionally includes analysing the organisation’s goals, focus, corporate culture and market share.

Then you have to focus on the wider external setting and become aware of all of the opportunities and threats operating on this arena.

Ask yourself – who is this marketing plan aimed at? Then analyse your customers in terms of demographics and core values so that you can determine their key shopping for behaviours.

Remember, you cannot afford to take your eyes off the competition. Make sure you perceive your competitors’ market position, market share, strengths and weaknesses. On a more complicated level, be aware of collaborators corresponding to subsidiaries, joint ventures and distributors.

Finally, there may be the macro view – don’t forget to contemplate the political and legal environment, economic conditions, sociocultural state of affairs and advances in technology. Look at how these current conditions will affect your product and customers.

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