Marketing Plan (Part 2) - Compressed

Lecturer: Pablo Martínez Olmos
Marketing
Plan
PROJECT
Marketing
Goals
Before we start designing our marketing plan, we need to set the

objectives that we are aiming to achieve. One of the most common
methods of selecting objectives for our plan is SMART. SMART
objectives are a form of objective setting which allows managers and
employees to create, track and accomplish, short-and-long-term goals.
Match the beginnings to the endings to make definitions

of the elements of SMART objectives.
Beginnings
A specific objective is one which ...

A measurable objective is one whose ...
An achievable objective is one which ...
A realistic objective is one which ...
A timebound objective is one which ...
Endings
... has been given a realistic deadline

... says exactly what needs to be achieved
... can be successfully completed using only the resources which you
have
... can be successfully completed by the person/people who are
responsible for the task
... results can be objectively evaluated
Some examples of key marketing objectives include:
Increasing company visibility

Improve brand reputation
Increasing audience size
Differentiating from competition
Increasing or maintaining market share
Generating qualified sales leads
Increasing usage among existing customers
Acquire new customers from existing / new markets
Improve customer experience
Etc.
The objectives above are some interesting examples of

what a marketing brand or team might be looking to
achieve. However, they are too vague. Choose one of the
examples and turn it into a SMART objective.
VALUE
PROPOSITION
A marketing plan always considers the value proposition of a business,

which is the overall promise of value to be delivered to the
customer. The value proposition should state how a product or brand
solves the customer's problem, what are the benefits of the product or
brand, and why the customer should buy from this company and not
another.
Uber – The Smartest Way to Get Around

PRODUCTS AND SERVICES
In order to properly explain your value proposition, it is necessary to

describe the products and services that are offered by your company.
If the products and services are not clearly described and studied by
marketers, the marketing plan will probably not succeed.
Include all the relevant features such as benefits, pricing, sizing,

quality and distribution methods for each product and service
that you offer.
Analyze how each of your products or services compares to your

top competitor(s).
Detail the various strengths and weaknesses.

TARGET
AUDIENCE
To best serve your customers, you have to know who they are.
Hence the importance of identifying the target market for a product or

brand. Your target market is the foundation of your marketing
strategy because it will allow you to determine what channels you
should be using to communicate with your customers and what
messages work with them.
In order to determine your target audience, it is necessary to do market

research. One of the most common ways of identifying your target
market while researching will be to conduct a market segmentation,
which is the process of organizing a group based on various categories,
like demographics and psychographics.
MARKET SEGMENTATION
Demographics: Psychographics:
Age Behavioral description

Gender Values
Geographic location Interests
Education level Personality and lifestyle
Job titles or functions
Social background
Ethnic background
Marital and family status
Once you have completed your

analysis, you will have created
segmented audiences with
particular characteristics for
which you will use different
marketing tactics.
**Sometimes your target

audience will not be the final
customer but instead other
companies or industries. In this
case, you can use other
categories for your
segmentation such as Industry
Field, Company Size, etc.
MARKET SEGMENTATION
Create a segmented target audience for the following

products. You can go to the website of the brands to
obtain futher information or hints.
BMW R18
Motorcycle
BIC Crystal
(pen)
Ryanair

Marketing Plan (Part 2) - Compressed

Uploaded by

Copyright:

Available Formats

Marketing Plan (Part 2) - Compressed

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Plan (Part 2) - Compressed

Uploaded by

Copyright:

Available Formats

Lecturer: Pablo Martínez Olmos

Before we start designing our marketing plan, we need to set the

Match the beginnings to the endings to make definitions

A specific objective is one which ...

... has been given a realistic deadline

Increasing company visibility

The objectives above are some interesting examples of

A marketing plan always considers the value proposition of a business,

Uber – The Smartest Way to Get Around

In order to properly explain your value proposition, it is necessary to

Include all the relevant features such as benefits, pricing, sizing,

Analyze how each of your products or services compares to your

Detail the various strengths and weaknesses.

Hence the importance of identifying the target market for a product or

In order to determine your target audience, it is necessary to do market

Age Behavioral description

Once you have completed your

**Sometimes your target

Create a segmented target audience for the following

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.