Download - Ensight Tec Marketing Planning Strategy
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Developing A Successful
Marketing Plan
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A successful marketing plan integrates all marketing activities with all other company departments to surround the client without them ever knowing they are being inundated with your message.
A successful plan is a ESTM PlanA successful plan is a ESTM Plan
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An ESTM Plan is an Integrated Marketing and Communications Plan.
An ESTM Plan elements serve as the foundation of a company’s business plan.
An ESTM Plan ensures that all company departments and personnel communicate the same message to the same targeted audience.
What Is Marketing Plan?What Is Marketing Plan?
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Goals of ESTM Marketing Plan
1. Define Market
2. Create A Clear & Concise Message
3. Ensure the Message is Consistent & Accurate
4. Position/Brand the Company/Product
5. Track Responses
6. Forecast
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How To Begin
In creating a product, you must first ask “What can be sold?”
If production / engineering / development state “I can do this – it’s really neat!”.
The marketer must ask “Is there a market and can it be sold?” If not, as interesting as the product would be, it’s a waste of company resources.
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Developing A Full Plan
1. Define your goals: What do you want your end result to be? (This should be more than just “King of the World”)
2. Define your market: To whom can you sell to achieve your end goals? (Research, Research, Research)
3. Define your strategy: How will you sell your product? (Do you want to be known for quality – selling at a higher price – or as a mass marketer – selling at a lower price?)
4. Define your tactics: What are the specifics in selling your product? (What avenues / channels will you take to sell your product?)
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Define Your Goals
What is it you want out of your work?
Sample:
“I want my software to be known as the best CAD product for landscapers in the industry – complete, easy to use and affordable for independents as well as firms.”
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Define Your Market
Situation Analysis
1. Market Analysis: Determine market size, market segmentation, and market growth.
2. SWOT: Conducted on the company and product. (Strength, Weakness, Opportunity, and Threat)
3. Competitor Analysis: Conducted on all competitors and competitive products.
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Market Analysis
Market Size: What is the best case potential? Surveys Magazine Readership Census Bureau – age, education, business, income, spending, geography List Houses, Schools Competitor Web Sites
Market Segmentation: What is your niche? Parse Market Size numbers into targeted populations for your niche
market. Where is the best chance of a sale? Behavior Analysis
Market Growth: What will the future hold? What are the projections in the field you are selling to?
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SWOT
Strength: What are your and your product’s attributes?
What can you or your product do better than others?
Weakness: Where are your and your product’s short comings
Opportunity: What are the market trends?
Where can you surpass your competition?
Threat: What is it the competitors can do better than you?
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SWOT
Analysis must include the company’s history (where it was, where it is and how did it get there). Company growth Product offerings Sales Volume Markets Served
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Competitor Analysis
Who are the competitors? What niche markets do they serve? Where do they sell? How do they price their products? What is their financial status?
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Define Your Strategy
Who is your market? Why did you choose this market? What behavior of your market can you target? Decide:
How will you compare to competitors? What is the pricing structure? What is your positioning? What are your benefits / value?
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Define Your Tactics
Define your product Define your price Define your channels of distribution Define your ESTM Marketing Plan
Advertising Direct Response
Press Releases Promotions
Public Relations Telemarketing
Web Site
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What’s Next?
Develop response measurements
Assess resources (personnel – funds)
Develop budget
Develop time line for implementation