INTEGRATI MARKETING CONSULTING

<Company Name>
Strategic Marketing Plan <Template by Integrati Marketing Consulting>
Prepared by: <Author name> [Pick the date] The purpose of this o!ument is to pro"i e a mar#etin$ p%an temp%ate t sma%% me ium &usiness for their mar#etin$ p%annin$ as a free $ui e from Inte$rati Mar#etin$ Consu%tin$'

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here>

Contents
Contents''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''+ E,e!uti"e Summary'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''.usiness !urrent state'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''The Mar#et'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''Se$mentin$ the Mar#et''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''/ .eha"ioura% se$ments'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''/ Customer Se$ments ) I entifie &y 0es!riptor 1aria&%es''''''''''''''''''''''''''''''''2 Se$ment (rofi%es'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''3 Goa%s an O&4e!ti"es'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''5 Goa%s''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''5 Lon$6term''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''5 Me ium6term'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''5 O&4e!ti"es'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''5 Strate$y'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''7 (ro u!t'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''7 Current (ro u!t Mi,'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''7 8uture (ro u!t Mi,''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''7 (ro u!t Roa Map ) (ro u!t 0e"e%opment''''''''''''''''''''''''''''''''''''''''''''''''''''''7 (ri!e'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''9 Samp%e Mar#et (ri!e Ana%ysis'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''': (%a!e''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''': 0ire!t 0istri&ution Channe%s'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''': In60ire!t 0istri&ution partners''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''': (romotion'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''+; (romotiona%<Campai$n Communi!ations (%an'''''''''''''''''''''''''''''''''''''''''''''''+; Imp%ementation p%an''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''+; .u $et'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''++

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> Ne,t Steps'''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''++ Lessons %earnt''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''++ Lessons learnt

[*Note: te t in re! is "ust a gui!e #or eac$ section an! can be !elete! an! replace! %it$ your customise! copy an! marketing plan !etails&' Executive ummary

<This is =here you $i"e the rea er a synopsis or hi$h6%e"e% "ie= of the o!ument an out!omes so they !an rea the e,e!uti"e summary to $et the #ey points of the o!ument =ithout rea in$ the entire mar#etin$ p%an o!ument'>

!usiness current state

<This is =here you es!ri&e =here your &usiness is !urrent%y at in the &usiness %ife !y!%e' >ou shou% in!%u e information %i#e? @hat is your &usiness a&out @hat is your &usinesses history @hat mar#etAsB o you !ompete in A%o!a%C re$iona%C nationa%C internationa%B @hat is your uniDue se%%in$ proposition AUS(B @hat pro u!ts or ser"i!es o you se%% as a hi$h %e"e% o"er"ie= @hat are your %on$ term $oa%s for the &usiness If this is an on6$oin$ mar#etin$ p%an in!%u e your E=inFsF from the pre"ious mar#etin$ perio an %essons %earnt'

.y in!%u in$ this information you =i%% &e =e%% on your =ay to !reatin$ an o"er"ie= of your &usinesses !urrent state'>

"he #arket Ain =hi!h you !ompeteB

<To un erstan ho= to !ompete in your !hosen mar#et you must a%so un erstan the ri"ers of that mar#et' This is a pro!ess of i entifyin$ areas =hi!h may affe!t your &usiness ire!t%y an in ire!t%y' A $oo =ay to o this is to !reate a (ESTE ana%ysis =hi!h isG (o%iti!a% ) =hat %e$is%ationC %a=s an $o"ernment po%i!ies affe!t your &usiness positi"e%y or ne$ati"e%y
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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> E!onomi! ) @hat is happenin$ at a Re$iona%C Nationa% an Internationa% %e"e%C o thin$s %i#e the G%o&a% 8inan!ia% Crises affe!t your &usiness or notH So!io%o$i!a% ) =hat tren s an !u%tura% fa!tors affe!t your &usiness ire!t%y su!h as !han$es in !onsumer eman from 8ree Ran$e e$$s o"er .attery farme e$$s for ethi!a% !onsumers' Te!hno%o$y ) =hat ne= te!hno%o$ies ha"e &een e"e%ope =hi!h you !an use or &enefit from or may &e a threat to your &usinessC for instan!e Ne=spapers are un er hu$e threat from Goo$%e an Ne=s A$$re$ators on%ine' OrC may&e you ha"e use So!ia% Me ia as an opportunity to !onne!t =ith your !ustomer throu$h En"ironmenta% 6 is your pro u!t sustaina&%e or notC !an you use your !ertifie $reen !re entia%s to support your &ran AsB an pro u!t positionin$ an "a%ue positionin$H Ia"in$ ans=ers to these Duestions =i%% he%p your &usiness ans=er Duestions from your !ustomers an may =e%% support your mar#etin$ an &ran &ui% in$ a!ti"ities'

.y un erstan in$ an ran#in$ the i entifie (ESTE e%ements you =i%% &e a&%e to hen %oo# at =hi!h fa!tors you =i%% a!ti"e%y nee to =or# =ith<mana$e to support your &usinesses strate$y in your !ompetiti"e mar#et'

e$mentin$ the #arket

!ehavioural se$ments Create your mar#ets se$ments &ase on your !ustomers ata =hi!h you ha"e !apture in your &usiness an =ith es#top resear!h an a%so any resear!h you may ha"e !on u!te yourse%f Asur"eysC on%ine sur"eys et!'B <To fu%%y un erstan your mar#et you must un erstan that your !ustomers are not a%% a%i#e an the reasons they pur!hase pro u!ts an ser"i!es may &e =i e an "arie ' Consi eration of your &ran !ou% &e front of min C impu%se or e"en ri"en &y re!ommen ation' Important%y for a%% &usinesses un erstan in$ the !ustomer is pro&a&%y the most important ri"er of &usiness an it !ertain%y is for mar#etin$' A $oo =ay to impro"e your &usinesses un erstan in$ of the !ustomer is to !reate se$ments an %i#e traits of !ustomer sets as profi%es' This =ay you =i%% &e a&%e to un erstan =ith more etai% the ifferent types of !ustomers your &usiness has an ho= &est to ser"er these e,istin$ an potentia% ne= !ustomers'> JRep%a!e the su$$este &u%%et points =ith your o=n pro u!t an ser"i!esK
2

Instances: @hen is your pro u!t use AtoothpasteB @hat opportunities !an ri"e usa$e A&a &reathB
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Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> @hat other instan!es !an ri"e usa$e Aafter inin$B Can your pro u!ts use &e e,ten e H AMini6toothpaste isposa&%es =hen youFre out an a&outB Usage: Are your !ustomers? hea"yC me iumC %i$ht Are your !ustomers &uyin$ ue to istress<e"ent &ase Loyalty: 0o you !ustomers &y freDuent%y 0oes your pro u!t se%% Dui!#%y or o you ha"e %on$ urations &et=een sa%es ue to the !ost of the items your se%%in$ @hi!h !ustomers are most "a%ua&%eH 0o you en!oura$e %oya%ty 0o you re=ar %oya%ty 0oes your &usiness operate &y se%%in$ hi$h "o%ume %o= !ost or are you a premium pro u!t =ith hi$h !ost ) ifferent re=ar s an %oya%ty pro$rammes !an &e use for &oth types )=hat type is your &usinessH 0o you ha"e ata you !an use to !onta!t your !ustomers to support a %oya%ty pro$rammeH

Benefits derived: @hat are the ifferent &enefits !ustomers re!ei"e from your pro u!t Thin# a&out ifferent !ate$ories of soft rin#C fu%% su$ar or no su$arC or %i$ht su$ar =ith s=eeteners a e Io= many ifferent !ustomer types o you ha"e for instan!e =ith toothpaste? Taste Anti6(%aDue Sensiti"e Cosmeti! A=hitenin$B Me i!ina% Natura% A&a#in$ so aB

Recognised Needs <If you are rea in$ an =or#in$ =ith this o!ument to &ui% a mar#etin$ p%an for your &usiness then you ha"e a re!o$nise nee that Mar#etin$ an (%annin$ are important to your &usinesses su!!ess' The same !on!ept !an &e use =hen thin#in$ a&out your !ustomers an the se$ments they !reate'> @hat are your !ustomerFs !urrent nee s no=G

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> @hat re!o$nise nee AsB oes your pro u!t an ser"i!e e%i"er @hat %e"e%s of "ariation is present in the pro u!t<ser"i!e !ate$ories in your mar#et 0oes your &usiness !urrent%y meet a%% the #no=n nee s of your !ustomers

Unmet Needs <An unmet nee is pretty mu!h =hat it the name su$$ests the iffi!u%ty is in the Eun!o"erin$F of unmet nee s to !reate ne= pro u!ts an ser"i!es to meet nee s =hi!h !ustomers may not yet rea%ise they ha"e'> @hat are some potentia% unmet nee s of your e,istin$ !ustomer no=H @hat unre!o$nise nee AsB oes your pro u!t an ser"i!e e%i"er @hat %e"e%s of "ariation is not present in the pro u!t<ser"i!e !ate$ories in your mar#et 0oes your &usiness !urrent%y meet a%% the #no=n nee s of your !ustomers Ia"e !ustomers su$$este ne= pro u!ts an ser"i!es to youH e$ments % &denti'ied by (escriptor )ariables

Customer

0es!riptor "aria&%es =ith se$ments =hi!h are rea i%y i entifia&%e an #no=n traits a&out !ustomers to he%p your &usiness profi%e your !ustomers an &etter ser"e their nee s' Demographics A$e In!ome Gen er 8ami%y siLe E u!ation Geographic Location State Su&ur& (ost!o e Type of house A eta!he <Semi <8%at <Apartment <1i%%a et!'B 8rom this ana%ysis you =i%% &e a&%e to i entify your e,istin$ !ustomer $roups an !reate spe!ifi! se$ments? this =i%% reDuire ana%ysis e,terna%%y throu$h ata $athere a&out your e,istin$ !ustomers' <.y un erstan in$ you !ompanyFs !ustomer ata you =i%% &e a&%e to ans=er Duestions %i#e?
5

@here are your !ustomers %o!ate

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Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> Io= many are in ea!h state<su&ur&<post!o e @hat is the &est =ay to !onta!t your !ustomersC ha"e they si$hte preferen!es to youH Asu!h as? emai%C ire!t mai%C fa!e to fa!eC on the phoneB Are there E%i#eF !ustomers =ho you ha"e not !onta!te yet Aprospe!tsB in the i entifie se$ments Aother States<Su&ur&s et!'B @hy o these se$ments &uy from you ) =hat is important to themH Io= !an you tar$et these !ustomers =ith ifferent a "ertisin$ metho s A(apersC On%ineC an 0ire!t Mai% et!'B

e$ment Pro'iles .ase on the &eha"ioura% an es!riptor "aria&%es es!ri&e a&o"eC =e !an then !onstru!t the se$ment profi%eAsB that your &usiness shou% fo!us its mar#etin$ strate$y an !ommuni!ation mi, on' <As an e,amp%e =e ha"e in!%u e here t=o se$ments from !onsumers of IS(Fs =ith se$ment profi%es &ase on the prior !riteria'> +' (rofi%e + A-;6/3B EWired for Lifers A@8LFsB ) E,perien!e Internet Users

Te!hno%o$i!a%%y Sa""y ) Inno"ators O"er6represente =ith ear%y a opters in this profi%e Most %i#e%y to ha"e internet a!!ess at =or# Ii$hest use of Eneti"itiesF? e6mai%C shoppin$C finan!e Risin$ Earnin$s (o=er EThe rofessionals AT(FsB ) Use the Internet to a "a%ue to e,istin$ %ife6

-' (rofi%e - A/565;B sty%e

Re%ati"e%y %ess time on6%ine &ut a&o"e a"era$e spen in$' 8un!tion first ) not into !hattin$ or $ames Arran$in$ %eisure time? hote% &oo#in$sC ti!#etsC tra"e%C $ro!eries $ifts (refer Dui!# effe!ti"e on6%ine sessions AENee for Spee FB At hei$ht of earnin$s po=er

*oals and +b,ectives

A%% or$anisations re$ar %ess of &usiness siLe an a$e shou% ha"e %on$6term $oa%s !oup%e =ith o&4e!ti"es =hi!h =i%% support the me ium an %on$6term $oa%s' Mar#etin$ Goa%s an O&4e!ti"es support the o"era%% &usiness p%an &ut are fo!use on mar#etin$ measures su!h as? !ustomer %oya%tyC !ustomer "a%ueC mar#et ifferentiation et!' It is important that =hen you !reate your &usinesses
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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> Goa%s an O&4e!ti"es that they are rea%isti! an o&taina&%e =ith your !ompanyFs $i"en resour!es an !apa&i%ities' A $oo metho to ma#e sure Goa%s an O&4e!ti"es are rea%isti! is to use the prin!ip%es of SMART? Spe!ifi!C Measura&%eC A$ree C Rea%isti!C Time &ase '

*oals
The #ey $oa%s for our &usiness areG Lon$-term To rea!h annua% turno"er of M;;; in 3 years To &e re!o$nise as a mar#et %ea er To ha"e a %oya%ty rate ANB hi$her than the !ompetition To ha"e satisfie emp%oyees an asso!iates #edium-term 0ri"e ne= &usiness from ne= State mar#ets &y ANB in - years 0e"e%op an on%ine porta% for <a!ti"ity> Tar$et the Go"ernment se!tor for me ium term !ontra!ts

+b,ectives
The #ey o&4e!ti"es for our &usiness in this mar#etin$ p%an for <>>>>> are toG A <num&er> of ne= !ustomers &y en of the finan!ia% year In!rease turno"er &y ANB an retain e,istin$ !ustomers .ui% &ran re!o$nition 0ri"e ne= uses to the =e&site In!rease su&s!riptions to on%ine ser"i!es .ui% the !ustomer mai%in$ %ist Sen 9 ire!t mai% !ampai$ns =ith response rates hi$her than ANB !ompare to in ustry stan ar

!"#RT To ensure our !ompanyFs Goa%s an O&4e!ti"es are SMART =e ha"e app%ie the fo%%o=in$ prin!ip%es to un erstan our Goa%s an O&4e!ti"es are rea%isti!' 6 spe!ifi!C note=orthy # 6 Measura&%eC si$nifi!antC moti"ationa% A 6 A$ree uponC attaina&%eC a!hie"a&%eC a!!epta&%e . 6 Rea%isti!C re%e"antC reasona&%eC resu%ts6oriente " 6 Time6&ase or tempora%C tan$i&%e

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here>

trate$y
Mar#etin$ strate$y is not a sin$%e para$raph or mission statementC it is not !hoosin$ to try an o e"erythin$ ) Mar#etin$ Strate$y is !hoosin$ to !o only a select set o# marketing acti(ities an to o them better t$an your competition in Inte$rati mar#etin$ Consu%tin$Fs opinion' To he%p you to fo!us your se%e!t mar#etin$ strate$y =e ha"e !reate this se!tion on strate$y =hi!h a%% &usinesses nee to !reate to p%an for strate$i! mar#etin$ su!!ess' @e ha"e fo!use on the !ore four mar#etin$ E(FsF =hi!h are? (ro u!tC (ri!eC (%a!e an (romotion'

Product
<@hat is the pro u!ts or ser"i!es your &usiness se%%s an =hat are the &enefitsC ne= pro u!t opportunitiesC a itiona% ser"i!esC your mar#et an pro u!t positionH +' @hat is your pro u!t positionin$ -' @hat is your pro u!ts uniDue se%%in$ point /' @hat are your !urrent pro u!ts you offer 4. @hat ne= pro u!ts o you ha"e in e"e%opment 3' @hat is your pro u!t roa map !ompare to your !ompetitors

Current Product #ix >our &usinesses e,istin$ !urrent pro u!ts an ser"i!es !urrent%y offere in your mar#et'

(ro u!t 8eature

.enefits

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> /uture Product #ix >our &usinesses e,istin$ potentia% ne= pro u!ts an ser"i!es !urrent%y offere <not offere in your mar#et'

(ro u!t 8eature

.enefits

Product .oad #ap % Product (evelopment Iere you !an !reate a Roa Map of your e,istin$ pro u!ts an ser"i!es an p%an pro u!t entry an e,its' >ou !an a%so in!%u e !ompetitor pro u!t %aun!hes an note if you =i%% a <mat!h or e,!ee their e,istin$ pro u!t entry'
>ear + (ro u!t + (ro u!t (ro u!t / (ro u!t 2 (ro u!t 3 (ro u!t 5 >ear >ear / >ear 2 >ear 3 >ear 5

Ne= (ro u!t

Price

+;

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> >our pri!in$ strate$y is !%ear%y important for you an your !ustomers' (ri!e he%ps to efine =hat type of &usiness you are in the mar#etC are you super6premium or are you a &u $et !ompetitorC a%% of these e%ements ref%e!t your &usinesses pri!in$ strate$y an your !hosen tar$et mar#ets an se$ments' In this se!tion you shou% ha"e your pri!e %ist an efine your mar$ins an opportunities for $ro=th =ith spe!ifi! o&4e!ti"es are they from your supp%iers &y in!reasin$ "o%umes an re u!in$ your !osts as =e%% as either ta#in$ this mar$in as a itiona% profit or usin$ in the mar#et to re u!e your pri!es an in!rease !ompetition' >ou shou% ha"e top6%ine information here su!h as? (ri!e %ist ARR(B < Mar$ins < Costs < GST >our set is!ount rates for your pro u!ts<ser"i!es Up6!omin$ promotions an spe!ia%s =hi!h you may &e runnin$ (romotions shou% ha"e a su&6se!tion =here you ha"e !reate &rea#6e"en points an a itiona% sa%es =i%% sho= you the up%ift in $ross re"enue Return on In"estment shou% a%so &e !onsi ere here as the sa%es ata =i%% &e fun amenta% to you RoI !a%!u%ations an measures of mar#etin$ su!!ess

At the en of the ay your pri!in$ =i%% &e epen ent a $reat ea% &y =hat the Emar#etF is prepare to pay' This oes not mean that you =i%% not se%% anythin$ if you are too e,pensi"e or too mu!h if you are too !heap' The point is you =i%% nee to re"ie= your !ompetition an stay informe of the mar#ets pri!e pointsC me iansC means so you !an ensure that not on%y are you !ompetiti"e your &usiness is profita&%e'

ample #arket Price Analysis (%ans /;;M. Resi enti a% (%an Lite .%iin# +-9 Month%y (ri!in$ M32':3 M52':3 M2:':3 0o=n<Up%o a spee Ma,<+-9 Ma,<+-9 +-9<52 Ma,imum E,!ess 0o=n%oa Aper M.B /;; M. 33; M. 3;; M. +3':!
N<AO N<AO

.ran

Te%stra

Optus iiNet <.ran >

*note pricing !ata is #or internet plans no% !e#unct #rom )**+&

++

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here>

Place
This is simp%e =here you se%% your pro u!t an in mar#etin$ !an sometimes &e referre to as E!hanne%F or E istri&utionF' >ou !an se%% your pro u!t "ia? =ho%esa%eC retai% out%etsC re6se%%ersC te%emar#etin$C fa!e to fa!e sa%esC on%ine "ia a =e&siteC throu$h ire!t mar#etin$ !ata%o$ues or a !om&ination of theseC it a%% !omes o=n to =hat the strate$y you ha"e !hosen to se%% your pro u!ts an ser"i!es' 0istri&ution is a%so &ro#en into t=o !ate$ories E0ire!tF an EIn60ire!tP in that =ith ire!t your o=n team se%%s the pro u!ts<ser"i!es ire!t%y &ut =ith In60ire!t you are re%yin$ on re6se%%ers an partners to se%% your ser"i!es an pro u!ts' Iere you shou% es!ri&e your !hosen Ep%a!eF or istri&ution points for your pro u!ts an ser"i!es' (irect (istribution Channels +' Retai% Chains -' (ri"ate Retai% stores

&n-(irect (istribution partners +' @ho%esa%e partner

Promotion
One of the #ey out6puts of !reatin$ a mar#etin$ p%an is $atherin$ #no=n !ustomer information %i#e the mar#etC !ustomer se$mentsC !ompetitor a!ti"ityC istri&ution an pri!e so that =hen you !reate your promotiona% p%ans you !an then set promotiona% o&4e!ti"es =hi!h you shou% &e a&%e to a!hie"e' This is important as the !om&ination of $reat mar#etin$ p%annin$ shou% resu%t in !reatin$ e,!e%%ent mar#etin$ promotions that ena&%e #ey messa$es to E!ut6 throu$hF to your tar$et mar#etC se$ments an profi%es' A%soC promotions are not 4ust a&out sa%esC !%ear%y sa%es are important &ut you shou% ha"e o&4e!ti"es =hi!h =i%% not on%y he%p you se%% =ith this promotion &ut =i%% ena&%e !ustomer %oya%ty so you !an stay font of min =ith your !ustomer an
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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> se%% e"en more =ithout the !ustomer reDuirin$ a promotion to &y' In effe!t you =ant to &ui% &ran preferen!e an &ran %oya%ty' Iere you shou% efine your strate$yG

<Our promotiona% strate$y is toQ +' E u!ate tar$et !ustomers an e,istin$ !ustomers a&out our pro u!t &enefits -' In!rease our Mar#et penetration /' .ui% our &ran re!o$nition an &ran eDuity to en!oura$e %oya%ty @e e,pe!t to a!hie"e <num&er> if a itiona% !ustomers from the o"era%% promotiona% mar#etin$ p%an for <>ear>'

Promotional0Campai$n Communications Plan To ensure that you !an mana$e the up!omin$ a!ti"ity =ith a pro$ramme of a!ti"ity you shou% in!%u e in the (romotions se!tion of the mar#etin$ p%an a promotiona% or !ampai$n !ommuni!ations p%an =ith #ey ates<tar$ets<o&4e!ti"es<!osts as a hi$h %e"e% "ie='

Cost <.u $et

O&4e!ti"e<Tar $ets

Ruarter +
+ /

Ruarter 2 3 5

Ruarter /
7 9 :

Ruarter 2
+ ; + + + -

(romo + (romo (romo / (romo / (romo 2 (romo 3

+/

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here>

&mplementation plan
The ne,t phase is to Eoperationa%iseF your mar#etin$ a!ti"ity an promotiona% p%an an these are a !o%%e!tion or essentia%%y strate$i! an ta!ti!a% mar#etin$ a!ti"ities' Io=e"er you =ant to !%assify the or =rite these up they =i%% nee to &e pro4e!t mana$e an you !an o this =ith a hi$h %e"e% approa!h for ea!h' @e =ou% su$$est you use a separate o!ument for this su!h as the Inte$rati mar#etin$ Consu%tin$ Ta!ti!a% Mar#etin$ (%an =hi!h you !an fin hereC httpG<<inte$rati'!om'au<free6resour!es<ta!ti!a%6mar#etin$6p%an< or you !an !reate your o=n' Essentia%%y you =i%% nee to ha"e the fo%%o=in$ areas !o"ere '

Tactical "ar$eting O&4e!ti"es Tar$et Mar#et 0emo$raphi!s

lan

Tar$et Se$ments The messa$e Io= the promotion =or#s The pro!esses The pro4e!t p%an an timin$ .u $et Out!omes

!ud$et
Io= mu!h &u $et oes your &usiness ha"e for mar#etin$ an =hat =i%% &e the #ey measures of su!!ess' Io= =i%% you measure your su!!ess' >ou !an use this ta&%e as a $ui e to he%p you ana%yse your &u $et an o"era%% p%ane a!ti"ity' @hat is the siLe an sour!e of &u $et a%%o!ation for this p%an an ho= =as it etermine H

Cost

In mar#et ateAsB

Measur e of su!!ess

Ruarter +

Ruarter -

Ruarter /

Ruarter 2

A!ti"ity

+ ;

+ +

+ -

+2

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here>

(romo + (romo (romo / (romo / (romo 2 Tota% Su!!ess measures a!hie"e

1ext

teps

After !omp%etion of the mar#etin$ p%an you nee to assi$n tas#sC e%i"era&%es an =homC =i%% &e responsi&%e for the a!ti"ities !ontaine in the ne= p%an' +' -' /' 2' Assi$n ro%es an responsi&i%ities Assi$n tas#s an e%i"era&%es Measure performan!e Imp%ement

Lessons learnt
Iere you !an o!ument from the %ast Mar#etin$ an .usiness (%an the fo%%o=in$G @hat tar$et you hit<misse @hat o&4e!ti"es you met @hat =ent =e%% in the mar#etin$ p%an @hat i not $o so =e%% @hat you ha"e %earnt an ho= to impro"e your &usinesses mar#etin$ efforts

If you ha"e $otten this far then you ha"e in effe!t !omp%ete you mar#etin$ p%an' This p%an is hi$h%y mo u%ar an of !ourse "ery $eneri! it has not &een esi$ne for any parti!u%ar &usiness or se!torC it is pure%y a $ui e'

+3

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Inte$ratimar#etin$'!om'au

Mar#etin$ (%an ) <Temp%ate from Inte$rati Mar#etin$ Consu%tin$*> <Lo$o here> If you =ou% %i#e he%p =ith your mar#etin$ an your mar#etin$ p%annin$ fee% free to !onta!t us at Inte$rati Mar#etin$ Consu%tin$' &nte$rati #arketin$ Consultin$ Phone: ;/ :;;3 9+:2 AS#ype UsG inte$rati'mar#etin$B 2ebsite: inte$rati'!om'au "3itter: SInte$rati0ire!t @e hope you fin this p%an of use any su$$estions an !omments are =e%!ome &y emai% at reDuestSinte$rati'!om'au than# you'

+5

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Inte$ratimar#etin$'!om'au