The aim of the Marketing Plan is to explain how you're going to affect market, react to the circumstances and get your customers to buy your products and/or services.
The choice of different marketing tools combination depends on peculiarities of the product life cycle. The standard one has the following stages: creation, launching, development, satiation and recession. The life cycle of many products may differ from the standard one because of seasonality, fashion caprices, interest changes and so on.
Marketing plan answers the following questions:
1. What are the main customers’ characteristics in the target market?
2. What are the main niches in this market? In other words what are customers groups should be picked out on the basis of income level, demographic characteristics, and behavioral principals?
3. What market share the business can pretend to?
4. Will the business try to press competitors offering the same services/products or find its own niche?
5. What is Pricing Strategy used? What net profit will fixed price level provide with? Are discounts and benefits for customers planned?
6. What will the sales and distribution methods be used?
7. What will steps be taken to promote your products/services? Will it be advertising, product publicity or personal sale? How will financing of promotion be realized? Will a public relations department be formed?
8. Does the business intend using its services/products guarantees? How will post sales support be organized?
The Marketing Plan section of the business plan has constant content and includes sections detailing you:
1. Products and/or Services and your Unique Selling Proposition
2. Pricing Strategy
3. Sales/Distribution Plan
4. Advertising and Promotions Plan
Services and/or Products
This part of the marketing plan describes how unique your product or service are, and what benefits the customer will get from using the products or services you're offering.
Describe the physical attributes of your product or service, what it does, and how your offer differs from the competitors’ ones. Place emphasis on the benefits of your products or services. Describe your Unique Selling Proposition or in other words what sets your product or service apart from all the rest.
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