Key elements of the marketing plan
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Summary The business you’re in The markets – niches You want to attack The Geography The key targets or accounts. Path to market Alliances Opportunities Competition SWOTS Objectives Positioning Marcomm plan. Key Elements of the Marketing Plan. The Marketing Slide.

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Key elements of the marketing plan

Summary

The business you’re in

The markets – niches

You want to attack

The Geography

The key targets or

accounts

Path to market

Alliances

Opportunities

Competition

SWOTS

Objectives

Positioning

Marcomm plan

Key Elements of the Marketing Plan


The marketing slide
The Marketing Slide

Strategic

Alliances

Your SWOT’s

Competitors’

SWOT’s

price

Latent or

Unmet Need

product

Market

Target

position

promotion


Marketing communications
Marketing Communications

  • Promotions

  • Programs

  • Websites

  • Advertising

  • Literature/ catalogs

  • Trade shows


Websites
Websites

  • How much does it cost to field a sales rep/ year?

  • 24Hr 7 day a week sales person

  • Online purchase?

  • How do you promote it?

  • Adwords

  • Content


Promotions
Promotions

  • Right now there are at least a dozen promotions running with your manufacturers.

  • Check mfg websites

  • Check VWR site

  • Niche or plan approach – wastewater

  • Many mfgs will design a promo with you


Promotions promote it
Promotionspromote it

  • Use inside CS or sales too.

  • Your phone system – on-hold message

  • Your e-mail greeting or signature

  • Flier, signs

  • Mailing

  • Your website


Promotions1
Promotions

  • Not just price

  • I like to give away another product or

    a discount on a second product.

  • If it’s product related you don’t get into issues or problems

  • If you have a sales force – verbal and written – then have them give it back to you.


Promotions2
Promotions

  • Not creative – think about it.

  • Ask your mfgs – ask your associates

  • If you’ve defined a market or niche, and defined a product that you want to promote and a theme. for the year – you’re there.


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