MarketPlan - a guide to writing your marketing plan page 1...

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Unformatted text preview: a guide to writing your marketing plan page 1 of 22 page 2 of 22 Overview Introduction Section A What is a Marketing Plan? Why prepare a Marketing Plan? Characteristics of a Good Marketing Plan An essential Building block for your Business – Your Brand Section B Marketing Plan ‘A “how to” Guide’ What to include in your marketing plan Introduction Business overview Market audit Market analysis Market assumptions Business/brand activity review Strategic intent Section C Activating Your Marketing Plan Testing the market Market segmentation and targeting Making the 5Ps work for your business Budget Monitoring Effectiveness Section D Useful Links Marketing Plan Templates contents page 3 of 22 Introduction “An integral part of any business, large or small, is a marketing plan that sets out the business goals and objectives as well as the strategies and actions that will need to be implemented enroute to achieving them.” Cathal Muckian, Director, Bank of Ireland Business Banking. Good market planning can be a source of competitive advantage and helps you align marketing and sales resources most effectively behind your brand. Putting together a marketing plan can be a daunting prospect for a lot of business owners/managers and so we have put together this marketing guide to make the whole process a little easier and to help you construct a comprehensive marketing plan for your business that reflects your goals and objectives. This guide is intended to provide guidance and assistance in developing and implementing a successful marketing plan for your business. “This publication from Bank of Ireland Business Banking is timely and welcome. As Ireland moves up the value chain in all industry sectors, marketing must become a more widely practised business function. Marketing is not just about advertising and promotion.Effective marketing is based on sound business imperatives and results in increased sales.This marketing guide will quickly become a reference book for all businesses as it promotes a practical, common sense approach to an underused discipline.” John McGrath John McGrath is Head of Marketing and Communications at Dawn Farm Foods one of Ireland’s leading food companies. He is President of the Association of Advertisers in Ireland, a member of the executive council of the Marketing Institute and a founding member of The Bord Bia Brand Forum. Acknowledgement This guide could not have been developed without the assistance of our business partner Bord Bía, whose brand development programme, entitled the Brand Forum is aimed at promoting the importance and the advantages of the branded route to market. This document is intended as a brief summary of principal points and guidelines....
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This note was uploaded on 02/09/2011 for the course GSB 4346 taught by Professor Sss during the Spring '10 term at De La Salle University.

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MarketPlan - a guide to writing your marketing plan page 1...

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