Marketing plan -
why create it?

Managing a business can be compared to driving a car. In order to move forward, we need a steering wheel. This steering wheel in business is Marketing plan. Without it, the chances of market success are slim. A well-thought-out, carefully prepared plan indicates the next steps and also keeps the whole activity on track. How does a company's marketing plan differ from a strategy? And why is it worth entrusting the preparation of this important document to specialists?

What will you learn from the article?

Marketing plan is a key document for any company that precisely defines marketing objectives and strategies and provides a clear plan of the actions needed to achieve them. In the following article, we take a closer look at this important marketing management tool, starting with its definition and a discussion of its basic elements. You will learn what the marketing plan differs from marketing strategy and why its development is essential for the success of any company in the marketplace.

We will also examine the role of market analysis in the process of creating a marketing plan and we will discuss why you should entrust this process to the experts. There will also be a discussion of the marketing brief as a key preparatory tool for the marketing plan. Finally, we will present effective methods of goal setting and competitive analysis, which are key to effective marketing planning and execution. Ready to explore the secrets of creating an effective marketing plan? We look forward to reading!

Contents

Acquiring customers in today's fiercely competitive market is a challenge. A company that wants to stand out in some way and gain a stable position in the industry needs a decent plan. What exactly is Marketing plan? And what elements does it consist of?

Marketing plan - definition

A marketing plan is a strategic document, which defines marketing goals and the detailed actions needed to achieve them. It usually includes an analysis of the market, competition, target group, as well as product, price, distribution and promotion strategies. Is is a key element in marketing management that helps companies effectively plan and implement their activities to increase sales and build a brand.

According to the American Marketing Association (AMA), Marketing plan defines the marketing objectives and the strategies and tactics to be implemented to achieve them. In contrast, according to Philip Kotler, one of the best-known authorities on marketing, Marketing plan is a detailed description of the marketing activities to be undertaken over a specified period of time to achieve specific marketing objectives.

Marketing plan, one of the key elements of the business plan, is a document detailing the company's marketing strategy for the placing products on the market or improvements to existing goods. It may refer to the entire range or a specific product or service. The document is usually prepared by the owner of the company, manager or a team of specialists.

Marketing plan is an effective business management tool. This is because it sets out the next steps the company needs to take in order to achieve its objectives, and also enables progress to be monitored. A well-structured Marketing plan allows you to stand out from the competition and win customers. This, in turn, can translate into real profits and a stable position for the company in the market.

Marketing plan is an indispensable tool for any company to effectively plan and monitor its marketing activities, which contributes to its success in the market. What does this mean in practice? A marketing plan is a valuable tool that enables efficient strategic management business. This is one of the key parts of the business plan, as well as an element of building a positive image of the brand and the goods it offers. It helps to understand the market and competition and shows how individual decisions will affect the functioning of the company. A marketing plan is a kind of map showing the way in business. It sets the direction of the company's development, which will ultimately lead it to success on the market.

Elements of the marketing plan

At the beginning marketing plan There should be a summary of the document containing key information about the market, customers, main competitors and the nature of their advantage. This is followed by a definition of the company's mission, i.e. its existence in the market, and a detailed presentation of the current market situation. The situation analysis should include:

• consumer demand and buyer trends,
• product information - regarding sales, income, costs and profits,
• the characteristics of the competition - the size and scope of competition, as well as all the data that will allow you to understand the principles of the functioning of market rivals,
• distribution information - channels, prices, transaction profitability, etc.

Then, the company's opportunities and problems resulting from its strengths and weaknesses as well as threats and opportunities from the environment are analyzed (SWOT analysis). Based on these data, financial and marketing goals are formulated and created the company's marketing strategy and a programme for the implementation of individual measures. Ready Marketing plan It should also include a detailed budget and a description of the control procedures.

Marketing plan should be structured in such a way that it can be modified at any time. The market is changing rapidly, so it is important for a company to be ready to adapt on an ongoing basis.

Marketing plan and marketing strategy

Concept marketing plan is often used interchangeably with the term marketing strategy, which is unfortunately a mistake. Marketing strategy indicates the best course of action necessary to achieve specific marketing results. It is a document specifying the company's strengths and weaknesses, goals, target group and the language and form of communication with recipients. The strategy is focused on being present in the customer's awareness and ensuring the company's best development in the long term. The document must be consistent with the business strategy and should take into account the environment and its dynamics. The strategy is consistently implemented in every area of the company's operations.

Marketing plan is a smaller, but equally important for the smooth running of the company, part of the strategy. The plan is oriented towards measurable business goals and adapted to the current situation. The document has a specific budget, takes into account selected channels and indicates activities in the shorter term than the strategy, based on detailed market research.

The research should take into account internal and external needs, possibilities and limitations of the company, target group and other factors influencing the functioning of the company. All information contained in the plan must perfectly match the assumptions of the strategy. A plan, unlike a strategy, can be updated, changed and adapted to the realities of a given market.

The strategy tells about the ultimate victory in the market competition, and the plan shows how to win the next battles, defines all tactical and operational moves.

Why does your company need a marketing plan?

For many, marketing is a secondary issue. Entrepreneurs, unaware of the power of marketing, push him to the background. As a result, the actions taken are chaotic and instead of helping the company, they hinder its development and striving for market success.

Writing down marketing activities in the form of a specific, detailed plan allows for the effective achievement of intended goals. Moreover, it can significantly reduce the costs of marketing, introduces transparency to the company and provides a kind of justification for the reason for its existence.

The marketing plan will help you understand the market in which you operate. Thanks to it, your actions will be consistent and effective. The plan will show you the best route to your target audience, show you how to build strong relationships with them, and help you gain a solid advantage over your competitors.

Is it worth entrusting market analysis and marketing plan to experts?

Effective marketing planning is not one of the easiest tasks. The process should be preceded by an in-depth market analysis that will provide us with information about potential customers and competitive products or services, and the plan itself should be consistent with the company's mission and vision.

Creating a plan, as well as the entire marketing of the company, should be entrusted to professionals. Conducting comprehensive marketing activities is the specialization of marketing agencies. marketing agency supports entrepreneurs in promotion and sales, focusing on one or many areas of company marketing. Creating marketing plans and strategies is one of the most important tasks of a professional agency. Based on them, specialists create effective marketing campaigns.

Marketing brief - the basis for the preparation of a marketing plan

The basis for working with a marketing agency is the brief. A brief is a document in the form of a text file or presentation, containing all the necessary information on planned marketing activities and conditions of cooperation. Why create a brief?

Nothing is binary in marketing. The effectiveness of the activities carried out depends on adjusting them to the specificity of a given market, a specific target group and the characteristics of the company. Design brief is a specific presentation of the company and its environment. It presents the main assumptions of the company, its vision and mission as well as business goals that it would like to achieve in the near and distant future. Thanks to it, the agency can better understand what exactly the client expects. The more detailed the brief, the greater the chance of preparing an effective marketing campaign.

What to include in the marketing brief? First of all, information about:

1. the company - a brief description of the industry and the company; features that distinguish the company from the competition are of particular importance.
2. offered products / services - description of the offer, i.e. the type and quantity of products / services offered, their strengths and weaknesses, methods of promotion and sales, customer opinions.
3. clients - a specific description of the persona (model client created for the needs of marketing activities) taking into account his profession, income, education, interests, etc.
4. planned marketing activities - description of past campaigns and marketing campaigns, features of the new campaign, including the choice of channels and solutions on which it is to be based, description of goals, scope of expected work.
5. budget, marketing communication channels and additional guidelines - detailed information on planned expenses for marketing activities, detailed description of the company's communication methods with the environment, other requirements that may affect the shape of the campaign and cooperation, e.g. guidelines for the use of a logo or specific colors, methods of presenting the company.

The information contained in the brief will be used by the marketing agency to define an effective strategy, based on the company's mission and vision, and a decent marketing plan consistent with the strategy. Based on the strategy and plan, the agency will prepare a campaign tailored to your expectations.

Does your company need marketing plan? Without a doubt! A well-developed marketing plan is an example of a long-term view of the company's development. This is your ticket to success in the market. Carefully planned marketing has a powerful force. Use it consciously and you will achieve all your business goals with ease.

Effective marketing plan - defining goals and analyzing competition

A good marketing strategy is the key to the success of any company. An effective marketing plan must focus on defining goals and conducting a thorough analysis of the competition. Both are an integral part of marketing plan. By setting clear marketing objectives, it is possible to pinpoint what the company needs to succeed, while competitive analysis provides valuable information and guidance on the steps to be taken to increase the competitive advantage. However, all of this requires time, knowledge and experience in the field of marketing. It is therefore worth enlisting the help of a specialist to develop a plan that will achieve the success you want for your business and attract as many customers as possible.

Good Marketing plan is key to achieving the company's objectives. It enables sound marketing decisions and the selection of appropriate marketing tools. In doing so, it takes into account the strengths and weaknesses of the company. Some operators forget that knowing these is crucial when choosing a marketing strategy.

Definition of the target group in the marketing plan

Precise definition of the target group is the foundation on which an effective Marketing plan. Learning about the demographics, behaviours and needs of potential customers enables you to tailor your message and offer, making your operations more effective. By analysing examples of a marketing plan, you will notice that successful companies segment the market carefully, identifying the niches they can best serve. Such examples of a marketing action plan shows that accurate audience definition translates into better sales results and building customer loyalty.

Marketing strategies in the marketing plan

The development of effective marketing strategies is a key element of any marketing plan. This process involves selecting the appropriate communication tools and channels to effectively reach the defined target group. Analysing the marketing strategy planning process, a variety of approaches can be seen, from relationship marketing to digital advertising campaigns.

The benefits of implementing an effective marketing plan

Implementation of effective marketing plan brings numerous benefits to any company, regardless of its size or industry. The most effective marketing strategy allows not only to increase brand visibility, but also to effectively reach potential customers. The key here is to set clear and measurable marketing objectives and to tailor the product marketing strategy to the specific needs of the market. This enables the company to compete more effectively in the market, increase sales and build customer loyalty.

Summary

The article takes a closer look at the topic of marketing plan, providing its definition and the key elements necessary for it to function effectively. The importance of a company having a well-developed marketing plan and the possible consequences of operating without its support. The relationship between the marketing plan and the marketing strategy is explained, pointing out that the plan is the concretisation of the strategy - it means taking a specific action.

The article highlights the need to have a marketing plan, recognising it as a tool to effectively achieve business objectives. Practical guidance is also given on market analysis, which is essential when creating a plan, while suggesting that such analysis should be entrusted to experts.

In addition, the essence of a marketing brief is discussed, which forms the basis for creating a well-thought-out marketing plan. It was emphasised that an effective plan should include clearly defined objectives and a deeply conducted competitive analysis, which together form the foundation for creating effective marketing strategies for the company.