The development and implementation of a Marketing Plan is an existential necessity for every modern organization, whether private or public. It defines the objectives, products/services, the market in which we operate, analyzes the competition and our consumers, defines target audiences, and ultimately organizes and systematizes us into a plan for how we will “conquer the market.”
ISSUE
What products/services do we offer?
- What is our market? Potential, Expanded, Applicable?
- What market share do we hold in each market segment?
- Who are our competitors?
- Who is our consumer, what needs do they have? Why do they prefer competitor products over ours?
- What goals should we set, and how will we achieve them? – Strategy and action plan.
- What Marketing Mix should we follow to achieve our goals? What is the optimal Media Mix & Media Plan to effectively reach our target audiences?
These and many more questions are answered by the marketing plan.
SOLUTIONS
- Recording of current situation
- Market Research
- SWOT & PESTEL Analysis
- PORTER FIVE FORCES Analysis
- Competitor Analysis
- Positioning Map & USP (unique selling proposition)
- Segmentation and Target Audience Analysis
- Consumer Description and Profiling
- New Branding
- Objectives and Strategy to Achieve Them
- 4P Analysis (price – product – place/distribution – promotion)
- Product/service analysis (strengths and weaknesses, relationship with competition and consumer preferences)
- Pricing analysis and recommendation of optimal pricing policy for our products/services, considering competition and the target consumer’s disposable income
- Distribution Channels Analysis and selection of the best ones for our products/services
- Promotion Mix Analysis and definition of the optimal MEDIA PLAN to effectively communicate with target audiences
- MEDIA PLAN Recommendation
- ACTIVATION GO TO MARKET PLAN – detailed market entry plan, specifying who does what and how we conquer the market
RESULT
The Marketing Plan is a dynamic tool that evolves along with the market and our Organization, whether private or public. It is a compass, a guide to achieving our Organization’s Vision. An action plan to increase our Market Share and to ‘Conquer the Market’, which is why many University Professors and prominent CEOs & CMOs agree that the accurate translation of Marketing into Greek is ‘STRATEGY FOR MARKET CONQUEST’.
