When you have a business, it is important to be able control the narrative of your product. You will want the product to have a positive image in the minds of consumers. It is up to you and your company to come up with a message that will convey what you feel the product is all about. Doing this is not an easy task. You will have to conduct research, either by yourself or you can hire another company to do it for you. From this research, you will be able to identify a group of consumers that you will target through the marketing campaign and it is this is the group of consumers that the marketing plan will be designed to. Research will also have to be conducted on your industry and any companies that you identify as your competition.
By being diligent with your research and getting the whole company involved you will be able to ensure that the marketing plan that is agreed upon will have the best chance of succeeding because the entire company will feel some ownership of the plan and will work to see its proper implementation. However, perhaps the most important part of coming up with a marketing plan is knowing your product inside and out. You will have to know how it is going to be used by consumers. If there are many uses for the product, if there is only one, or does it work in conjunction with another product or does it stand by itself. Having a clear understanding of the product will help you streamline your marketing campaign and make it that much more effective.
Chapter of this e-Book:
Chap 1: Getting Started
=> Overview
=> Set Goals
=> Know Your Product
Chap 2: Review the Business
=> Getting the Product to Market
=> Know Your Competition & Your Consumer
Chap 3: Do Comparative Studies
=> Look at more than One Year
Chap 4: Research Methods
=> Primary Research
=> Secondary Research
Chap 5: Writing the Business Review
=> What is Good? What is Bad?
=> Is Your Company Working Together?
=> How Will Your Company Market?
=> Where is Your Business Going?
Chap 6: Check Your Product and the Market
=> Identify Company Goals
=> Your Company
=> Company Organization
=> Sales Data and Trends
Chap 7: Consumer Trends
=> Consumer Activity
=> Population Factors
=> Regional Factors
=> Technological Factors
=> Media Factors
Chap 8: Distribution
=> Retail Trends
=> Distribution and Geography
Chap 9: Marketing and Pricing
=> Pricing the Product
=> Is Your Product Elastic?
Chap 10: Know Your Competition
=> Key Information
=> Marketing Analysis
Chap 11: Moving Forward
=> Sales Objectives
=> Influences on Sales Objectives
Chap 12: Defining Your Market
=> Identify Your Target Demographic
=> Separate Your Target Markets
=> Main Target Market
=> Secondary Markets
=> Further Segmentation
=> Know the Demand
Chap 13: Positioning Your Product
=> What Positioning Means
=> Is Positioning Important?
Chap 14: Marketing Strategy
=> Naming Strategy
=> Competition Strategy
=> Product Strategy
=> Packaging Strategy
=> Pricing Strategy
=> Advertising Strategy
Chap 15: The Importance of Naming and Packaging
=> Naming
=> Packaging
Chap 16: Putting the Plan into Action
=> Making the Implementation of Your Plan a Success
=> Stay on Top of the Plan
Chap 17: Evaluation
=> General Evaluation
=> Comparing Sales
=> More Research
=> Follow the Plan
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