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Brought to you in association with Crafting a Marketing Plan – By Small Business Resource Ltd

Brought to you in association with Why develop a plan? Provides a sense of purpose and direction Guide to implementation and control

Brought to you in association with A Marketing-oriented planning can help the entire organization achieve its goals Why develop a plan?

Brought to you in association with Step 1: Situation Analysis Step 2: Objectives Step 3: Budgeting Step 4:Strategies and Tactics Step 5: Coordination Step 6: Measure Effectiveness Step 7: Evaluation The Marketing Plan

Brought to you in association with Situation Analysis l Cultural and social influences, individual differences, decision processes l Definition and identification of target groups l Segmentation and Positioning l Competition l S.W.O.T. l 4 P's

Brought to you in association with Set Your Objectives Objectives should be SMART: Specific Measurable Attainable Realistic Time limited

Brought to you in association with l Try to get budget to meet your plan and not a plan to meet your budget l Develop plan, then revise if needed Set Your Budget

Brought to you in association with Strategies and Tactics Specification and Management of Program Elements advertising PSAs promotional activities partnerships public relations, etc.

Brought to you in association with Coordinate Your Efforts Achievement of proper balance between program elements Scheduling of execution Utilization of personnel and outside services Revise budgets

Brought to you in association with Monitor Your Progress and Effectiveness Effects to be measured awareness (aided and unaided) interest recognition recall attitude change behavioural intentions adoption of behaviour

Brought to you in association with  Methodologies  tracking  surveys  media audits Monitor Your Progress and Effectiveness (Contd.)

Brought to you in association with Evaluation and follow-up  Post mortem  Assessment of accountability  Did we do the right things?  Did we do the things right?

Brought to you in association with Once the Marketing Plan has been written and developed, we know what needs to be done. We must now concern ourselves with putting the plan into operation. Final Thoughts

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