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Key Elements of the Marketing Plan

Summary The business you’re in The markets – niches You want to attack The Geography The key targets or accounts. Path to market Alliances Opportunities Competition SWOTS Objectives Positioning Marcomm plan. Key Elements of the Marketing Plan. The Marketing Slide.

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Key Elements of the Marketing Plan

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  1. Summary The business you’re in The markets – niches You want to attack The Geography The key targets or accounts Path to market Alliances Opportunities Competition SWOTS Objectives Positioning Marcomm plan Key Elements of the Marketing Plan

  2. The Marketing Slide Strategic Alliances Your SWOT’s Competitors’ SWOT’s price Latent or Unmet Need product Market Target position promotion

  3. Marketing Communications • Promotions • Programs • Websites • Advertising • Literature/ catalogs • Trade shows

  4. Websites • How much does it cost to field a sales rep/ year? • 24Hr 7 day a week sales person • Online purchase? • How do you promote it? • Adwords • Content

  5. Promotions • Right now there are at least a dozen promotions running with your manufacturers. • Check mfg websites • Check VWR site • Niche or plan approach – wastewater • Many mfgs will design a promo with you

  6. Promotionspromote it • Use inside CS or sales too. • Your phone system – on-hold message • Your e-mail greeting or signature • Flier, signs • Mailing • Your website

  7. Promotions • Not just price • I like to give away another product or a discount on a second product. • If it’s product related you don’t get into issues or problems • If you have a sales force – verbal and written – then have them give it back to you.

  8. Promotions • Not creative – think about it. • Ask your mfgs – ask your associates • If you’ve defined a market or niche, and defined a product that you want to promote and a theme. for the year – you’re there.

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