Pars Bashir Channar

1. Chapter no: 06
By Ms. Paras Channar (Lecturer IBA)
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2.  Marketing Plan.
 Benefits to Construction Marketing Plan.
 Conducting SWOT Analysis.
 Unique Selling Proposition
 Marketing Plan Process.
 Tips to write Marketing Plan
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3.  Marketing plan may be part of overall
business plan. marketing plan section explain
how you’re going to get your customer to buy
your products and services.
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4.  Mapping a road to success gives you and your
employees a comprehensive guide for how your
business can grow. This allows you to predict
upcoming challenges and adjust accordingly. A
marketing plan provides reference or any major
changes within your company. Marketing plans give
insight to your customers, target market, profitability,
and strategic analysis.
 Roadmap to success
 Reference for employees and owners
 Financial goals analysis
 Marketing tactics.
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5.  A SWOT analysis helps you to gain a clear picture of
your business from a standpoint of 4 different angles,
each of which can be improved upon. Your business’
current condition should be directed related to the
current economic state and market conditions.
 Although your marketing plan will have many detailed
pages that outline the marketing conditions and
marketing plan for your business, I am not going to go
into each section. Instead, I have provided a sample
marketing plan that can be edited and used as a
template for creating a simple plan for your business.
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6.  The unique selling proposition (USP) concept
was created by America advertising executive
Rosser reeves. He summarized in one short
sentence, ”why buy instead of the others?”
 In detail USP is what set your product and
services apart from your competitors. The catch
is that the proposition must offer your potential
customers a specific benefit that they see as
attractive. It focus on;
 Pricing strategy
 Sales/ distribution plan
 Advertising and promotion plan
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7.  The pricing strategy portion of the marketing plan
involves determining how you will price your product
or services; the price you charge has to be competitive
but still allow you to make a reasonable profit.
 You set the pricing through a process of calculating
costs, estimating the benefits to consumers, and
comparing your product, services, and prices to others
that are similar.
 Important Question;
 How do you know what price to charge?
 What kind of ROI return on investment are you expecting
with this pricing strategy, and within what time frame?
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8.  Remember, the primary goal of the marketing plan is
to get people to buy your products or services. The
sales and distribution part of the marketing plan.
 Outline the distribution methods to be used like;
 How is your product or services going to get to the
customer?
 What distribution channel is going to be used?
 What are the costs associated with distribution?
 What minimum inventory levels must be maintained to
ensure that there is no loss of sales due to problem such as
late shipments and back orders?
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9.  Outline the transaction process between your business
and your customers.
 what system will be used for processing orders, shipping and
billing.
 is there a system for customer feedback so customer
satisfaction can be tracked and addressed?
 If it’s applicable to your business, outline your sales
strategy.
 What types of salespeople will be involved (Commissioned
salespeople, product demonstrators, telephone solicitors etc)?
 Describe the incentives salespeople will be offered to
encourage their achievements (such as getting new accounts,
the most orders, etc)
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10.  Essentially the advertising and promotion section of the marketing plan
describe how you’re going to deliver your unique selling proposition to
your prospective customers.
 Advertising the key approach to advertising is to think of it in terms of
media and which media will be most effective in reaching your target
market.
 What percentage of your annual advertising budget will you invest in
each of the following:
 The internet
 Television
 Radio
 Newspapers
 Magazines
 Billboards
 Direct mail
 Cooperative advertising with wholesales, retailers, or other businesses?
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11. Marketing
Assessment
Customer
Needs
Differentiated
External Market Strategy
Environment
Marketing Plan
Development
Competitive
Analysis Communication &
Implementation
Positioning
Tracking Result
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13. Component of the plan Description
Mission statement A meaningful statement of the purpose and direction of the business
Corporate objectives The overall business objectives that shape the marketing plan
Marketing audit The way the information for marketing planning is organised. Assesses the situation of marketing in the
business – the products, resources, distribution methods, market shares, competitors etc
Market analysis The markets the business is in (and targeting) – size , structure, growth etc
SWOT analysis An assessment of the firm’s current position, showing the strengths & weaknesses (internal factors) and
opportunities and threats (external factors)
Marketing objectives and strategies What the marketing function wants to achieve (consistent with corporate objectives) and how it intends to do it
(e.g. Ansoff, Porter)
Marketing budget Usually a detailed budget for the next year and an outline budget for the next 2-3 years
Action plan
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14.  Understand The Purpose Of A Marketing
Plan.
 List Advantages and Disadvantages.
 Develop An Effective Marketing Strategy
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15.  Identify strategies for conducting market
research
 Identify advantages of market research
 Understand What The Marketing Plan Contains
 Target market
 Competition
 Product
 Marketing budget
 Location
 Pricing strategy
 Promotional strategy
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16.  Advantages of developing a marketing plan:
 identifies needs and wants of consumers
 determines demand for product
 aids in design of products that fulfill consumers needs
 outlines measures for generating the cash for daily operation, to repay debts and to turn a
profit
 identifies competitors and analyzes your product's or firm's competitive advantage
 identifies new product areas
 identifies new and/or potential customers
 allows for test to see if strategies are giving the desired results
 Disadvantages of developing a marketing plan.
 identifies weaknesses in your business skills
 leads to faulty marketing decisions based on improperly analyzed data
 creates unrealistic financial projections if information is interpreted incorrectly
 identifies weaknesses in your overall business plan
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17.  The key element of a successful marketing plan is to "know your
customers", their likes, dislikes, and expectations. You must also
know your competition (or similar inventions) and their strengths
and weaknesses. By identifying these factors, you can develop a
marketing strategy that will allow you to arouse and fulfill
customers needs, better understand competitors and identify
changes in the marketplace.
 The purpose of the marketing plan is to define your market,
identify your customers and competitors, outline a strategy for
attracting and keeping customers, and to identify and anticipate
change.
 Again, even if you do not wish to market your own product having
the above knowledge will impress both potential licensees and
manufacturers.
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