WHAT CAN I DO FOR YOU?
If you have a business idea that you need to turn into a plan of action, my consulting will help you achieve that by producing an effective but simple marketing plan
HOW?
Through over the phone consulting, we will begin by discussing the concept of your idea where I am able to familiarise myself with your idea and offer any opinions and suggestions I may have. This introduction will be where you pitch yourself, your business and your product to me
After our brief introduction we will begin creating your marketing plan which will include the following components:
- Executive Summary
- Environmental Analysis
- Marketing Objectives
- Marketing Strategy: segmentation, targeting and positioning (+ positioning statement)
- Marketing Mix: product, price, place, promotion, people, process and physical evidence
Executive Summary
This will be completed at the end of the marketing plan but it should be an overview of the entire plan by emphasising its key points, USP and should provide the reader with an understanding of the marketing plan without having to read it in full
After the other components of the marketing plan are complete, we will go back over them and pick out the major points that will be used to create a strong but concise executive summary
Environmental Analysis
The environmental analysis will look at SWOT analysis with some components of PESTLE analysis and Porter's 5 Forces integrated within to analyse and monitor the environment of your chosen market. Paying careful attention to the environment, specifically changing cultures and trends, is vital to ensuring that your product stays relevant and mitigates the risk of strategic drift
Marketing Objectives
Your marketing objectives will be based on SMART objectives (Specific, Measurable, Agreed-Upon, Realistic and Time-bound) to establish how you wish for your product to develop (i.e. profit, awareness, market share etc.) and the significant short or/and long-term changes you have for your product (e.g. to appeal to other target segments). Establishing your marketing objectives helps to create effective marketing strategies
Here we will discuss the journey and development that you have for your product in the future
Marketing Strategy: Segmentation, Targeting, Positioning and Positioning Statement
To determine the viability of your product, we first need to establish the most attractive segments in the market by separating them based on their behaviours, age, profiles etc. (only if a target audience has not yet been chosen). Once we have segmented the market we can determine which is the most attractive segment after careful analysis and evaluation. Now that we have our target segment we need to create our positioning strategy by deciding how value will be created for your customers through a differential/competitive advantage
After the positioning strategy has been established, we can create a positioning statement for your product
Marketing Mix: Product, Price, Place and Promotion (People, Physical Evidence and Process)
This section is where we will develop your product by discussing its nature, features and benefits (Product); the appropriate pricing strategy of your product (Price); where it will be sold (Place); the promotion strategy and different media classes and media vehicles that could be used (Promotion); and how to improve the customers’ experience (People, Process and Physical evidence)
For goods the 4Ps of the marketing mix will be explored in tailoring your product and for services we will discuss the extended marketing mix
