Download Marketing plan - Binus Repository

Marketing & Sales
Session 15-16
J0704-Business Plan
Selling what you provide
People will buy anything
that is “one to a customer”
– Sinclair Lewis
J0704-Business Plan
The purpose of marketing plan
•To reach target market and make potential
customers aware of your products or
services
•To convey and reinforce a message that
creates customers by motivating them to
buy, and
•To generate sales
J0704-Business Plan
What is marketing and Sales
Marketing is the activity undertaken to reach
your target market, to deliver the message,
and to reinforce it, thus motivating
individuals to become prospective customer
Sales is the activity undertaken to follow up
on a prospective customer and to generate
an order
J0704-Business Plan
The Elements of Marketing &
Sales
•Marketing and sales summary
•Marketing strategy
•Marketing plan
•Marketing budget and advertising plan
•Sales force and forecast
J0704-Business Plan
Marketing Strategy
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The Four P’s of the message
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Products
Price
Place
Promotion
J0704-Business Plan
Marketing Strategy
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Products or service
– Identify what is the
products or service
– Description of products
or services (or features)
– An appeal of the
products or services
J0704-Business Plan
Marketing Strategy
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Price
– What the prices are for
the products or service
– An appeal for the price
by conveying the
benefits of the price
J0704-Business Plan
Marketing Strategy
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Place
– Where they can buy the products or
services
– An appeal of the place
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Promotion
– Promotional value for a customer to buy the
products or services
J0704-Business Plan
Marketing Strategy
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The Five F’s of customer
needs
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Function
Finances
Freedom
Feelings
Future
Define main theme, such as
slogan and explain it
J0704-Business Plan
Marketing plan
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Decide how extensive the marketing needs are
How much marketing is needed for the products or
services ?
How can we reach the customers in both primary
and secondary target markets ?
Can we get by minimal marketing at lower cost
through low-cost creative method?
Can we get the customer by direct mail, phone
calls, faxes or email using database ?
Will the company need to be concentrate on
advertising or sales?
J0704-Business Plan
Marketing plan-sales method
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Sales Method considerations
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Owner sales
Distributor or wholesaler
Sales force
Selling through retailer
Outbound telemarketing
Internet sales
Inbound telemarketing
Licensing
Independent sales reps
Franchising
Direct mail
Once the method of sales is defined, decide how much
and what type of marketing support is needed for them
J0704-Business Plan
Marketing plan-advertising vehicle
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Advertising vehicles:
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Ads on bulletin boards
Advertising gifts
Billboard and sign
Broadcast media and
advertising
Brochure, leaflets and
flyers
Cultural and special event
program
Direct mail
Internet web sites
Print media advertising
J0704-Business Plan
Marketing plan-promotions
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Promotions are used primarily to
interest new prospects or to lure
customers away from competitor.
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Charity assistance
Contest
Coupons
Discounts
Exclusive offering
Free estimates
Free products or services
Free trials
Frequent buyer cards
J0704-Business Plan
Marketing plan-promotions
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Gifts
Grand opening
Guaranteed result
Mock auction
New customer offers
Price leader
Rebates
J0704-Business Plan
Marketing plan-Public relations
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Some common methods
for PR
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Press packets
Telephone call to media
Press release
Media interview
Public speaking
Press conference
Videotape to media
Product review
J0704-Business Plan
Marketing plan-Trade shows
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Activity for start-up
company ;
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Customer show
Seminar
Workshop
Launching product
Convention
J0704-Business Plan
Marketing plan-Strategic Alliances
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Special relationship or
affiliation with other
company for
advertising and
promotion or add-on
sales
J0704-Business Plan
Marketing budget and
Advertising Plan
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Compile a special budget that schedules
and allocates the cost of the marketing
plan of the first year
If you have a special allocation for the
opening marketing program, show this as
a separate budget.
J0704-Business Plan
Sales Force and Forecast
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Describe the primary and
other methods of sales you
plan to use
Identify the methods of
payment you will accept
and the term of payment
Describe monthly sales
forecast for first year
J0704-Business Plan