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Introduction

The purpose of the journal is to give a brief description of the processes that were involved in the
creation of the marketing plan. This paper will be an evaluation of the collaborative methods
involved in the project research. Additionally, results on the self monitoring process will be
examined. All these issues will be presented against the background of organizational functions
and roles.

Description of the processes

The first step in the process of creating the marketing plan was to identify the goals of the
research. Goal identification took up ten percent of the overall project time i.e. two weeks. This
was done in two steps i.e. clarifying the overall ones and the specific ones. In order to do this, it
was necessary to examine the mandate of the project. Besides this, it was necessary to examine
the mission statement of the organization because it gave a clear indication of the limits which
the project could accomplish. (Herron, 2003)
After an examination of the mission statement, it was then essential to look at some of the key
issues that needed to be changed in order to improve the current situation within the
organization. This was done by looking at the epidemiological repercussions of the current
scenario. In other words, the overall goals were determined by examining some of the problems
or negatives that arose out of a lack of the project's advantages.
The goals also had to be made in accordance with the marketing approaches that would later be
used to achieve those goals. For instance, business policies within the organization were one
example. Secondly, advocacy would also form an important of this plan and so would
mobilization. All these items were taken into consideration while identifying goals of the project.
The most central part of the goal creation process was identification of the target audiences.
These were divided into two categories i.e. the internal audience and external audience. It was
crucial to collaborate with the internal audience in order to ask them whether they could carry
out the goal of the project. It was also necessary to ask this internal audience what they thought
about the situation at present within the organization and also what they thought needed to get
done. By collaborating with the internal tem, it was possible to create goals that were indeed
relevant to the major players within the organization. Examples of members of the internal
audience included employees, other project members, board members and major decision makers
within the organization. (Capko, 2004)
External audience members were also consulted in the process of goal creation. This entailed
asking them about their take on the issue and whether they would actually perform the proposal's
suggestions. Care was taken to be specific about the major requirements. The goal setting
process was done within a specified timeline. Since this would govern the overall direction
which the marketing plan could take, then it took up ten percent of the entire project making
time. It was also the first process involved in creating the marketing plan.
The second process was conducting an audience analysis for the marketing plan. The timeline for
this process was a period of three weeks. Audience analysis was important in clarifying those
individuals who had already accessed the proposals in the marketing plan and those who had not.
Market research formed a crucial part of this phase of the marketing plan. First of all, the
available materials on the subject matter were sought. Additionally, it was important to look at
similar projects conducted by other organizations. Here, some in-house databases were
consulted. The data bases specified issues such postal codes, consumer habits among others.
Demographic data was also essential in understanding the type of audiences for the plan.
Interviews and focus group information conducted by other researchers were useful resources
here.
In the second step, it was crucial to inform the media because they would be some of the major
outlets for the marketing plan. This was done by calling sales persons in those media outlets and
asking them about the readership or audience profiles of their major consumers. A profile of
members who had attended similar events in the past was also analyzed. Although funds were a
bit limited, it was imperative to include expertise knowledge by delegating some work to
commercial market researchers (a consulting group). This group was given the task of preparing
questionnaires for audience interviews and evaluation of the responses. (Capko, 2004)
The results of the market research were used to create a table of three major issues that would
assist in understanding the audience. These included a demographic profile, a lifestyle profile
and a behavioral profile as shown in the three tables below
Behavioral profile lifestyle profile
Those who adopted actions Those who haven't
Fundamental beliefs
Media habits(TV, radio, newspapers, email, telephone
Locations(event, supermarkets, offices, schools
Those who adopted actions Those who haven't
Current behaviors
Current attitudes
Perceived benefits
Barriers to plan
Demographic profile

Those who adopted actions Those who haven't

No. of audience members
Age
Level of education
Family income
All the individuals who had already been exposed to the actions in the market proposals were
encouraged to continue while those who had not were encouraged to consider the actions.
Overly, the audience analysis was done within a period of two weeks. There was a need to obtain
approval from the organization's head to involve an external party.

Conclusion
The steps involved in creation of the marketing plan entailed interdisciplinary efforts, timeline
specification, budgetary considerations, resource capacity and intended outcomes. Through
seeking approval and working with others, it was possible to achieve the outcomes of the
marketing plan.

Reference

Herron, D. (2003): Marketing services, San Fransisco, Jossey Bass Publishers, p 98-122
Capko, J. (2004): Nine steps to a strategic marketing pan, The American Academy of family
physicians Journal, 12, 3, 69-77

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