The Dynamic Marketing Plan

The Dynamic
Marketing Plan
by
Charlene Andersen
Kamigo Marketing llc

54 garland rd, Nottingham, nh 03290 603-942-7160
www.kamigomarketing.com

Copyright©2007 by Charlene Andersen and Kamigo Marketing, LLC. All rights reserved worldwide.
Published by Kamigo Marketing LLC. No part of this publication may be reproduced or distributed in any
form or by any means, or stored in any database or retrieval systems without the prior written permission of
Kamigo Marketing, LLC.

The author and publisher have used their best efforts in preparing this book and the document contained
herein. However, the author and publisher make no warranties of any kind, express or implied, with regard
to the informational content, documentation, or files contained in this book or in any accompanying media
files such as CDs or DVD, and specifically disclaim, without limitation, any implied warranties of
merchantability and fitness for a particular purpose with respect to program listings in the book, the
techniques described in the book, and/or the use of files. In no event shall the author or publisher be
responsible or liable for loss of profit, or any commercial damages, including, but not limited to, special
incidental, consequential, or any other damages in connection with or arising out of furnishing, performance,
or use of this book, program files, instruction, audio or video connected with this information.

For more information, please write to:
Kamigo Marketing LLC
54 Garland Road
Nottingham, NH 0329
603.942.7160


The Dynamic Marketing Plan
by Charlene Andersen, Kamigo Marketing

A business owner friend asked me “why should I have a marketing plan?” The answer I
gave was “well, you shouldn’t if you like to throw your money away”. My answer
resulted in their realization that they needed a plan, but they didn’t have the time, ability or
resources.

Let’s take the three reasons given for not developing a plan; time, ability or resources. I’ll
throw time out the window right away because if you don’t have a plan you will spend
more time “trying things out” that will likely fail than you will in developing a solid plan
with specific actions. The ability and resources can easily be addressed by realizing that
you don’t have to do everything and that you can’t have the expertise in all aspects of your
business. There are companies that focus on marketing strategies and can help you
develop a marketing plan. You will gain a greater return on your money in a shorter period
of time by utilizing their expertise. You should find someone who will work closely with
you, not someone who hands you a document entitled “Marketing Plan for ABC Farm”
after meeting with you only one or two times. Your marketing plan has to be distinct to
your business.


So, what is the process of developing a successful marketing plan? Think of a marketing
plan as a map and compass. It maps out the strategic and tactical objectives of your
business resulting in a competitive position for your business. The dynamic part of the
plan consists of managing, strengthening and motivation. You are able to manage your
resources, revenue and risk while strengthening your competitive position, your message
and your company. You and your employees are motivated because you are focused on
your potential customers, your sales and your return on your marketing investment.

There are five steps I’ve defined to develop a dynamic marketing plan:

1. Analyze This
2. Your Target Market
3. Positioning You
4. Marketing Mix
5. Plan for Action

Let’s take a look at some of the aspects of the “Analyze This” step. You need to take the
two most recent years of sales and break them down by product or product line (e.g. tree
fruits, small fruits, value added) and determine your percentage of sales and your gross
margin (sales minus your cost). This will give you insight on how to market these
products. Another aspect is your competitor(s), what are their products, strengths and
plans for growth. Also, analyze your existing customers and ask yourself some of the 4


W’s and 1 H questions; who are they?, what are they buying?, where are they from?, when
do they buy? and how are they paying? Finally, utilize the information you have obtained
and establish some sales objectives that you will build into your marketing plan.

The second step is “Your Target Market.” You will want to determine if your existing
customers are your target market. Your existing customers should be purchasing your core
products and/or your most profitable products. If they are not purchasing them, then they
are likely not your ideal target market. You can determine your target market through
extensive market research or by utilizing some secondary sources of data. I highly
recommend when using secondary data that you use data that is less than five years old.
The marketplace changes too quickly and you want your sources of information to be
reliable. When determining your target market look not only at the demographics, but also
at the behaviors and needs of your customers.

The third step is “Positioning You.” This step is often missed. Let me go back to the map
and compass analogy I used. The mapping part of the plan is thinking more strategically
about your marketing. The compass part of the plan is setting the direction and keeping
you on the trail. If you don’t have positioning in your strategic plan then you will jump off
course and will be bush-whacking your way through “trying things out” or “throwing your
time and dollars away.” Positioning will identify how to utilize your product and service
attributes and evaluates them against the behaviors and needs of your target market. By


working through some useful positioning tools you will determine your competitive
advantage, the benefits to your target market and your strengths.

The forth step is “Marketing Mix.” This is the step most businesses jump to, missing the
first three steps. This is where my business owner friend pulled out the wallet and watched
the money just pour out. The “Marketing Mix” consists of product, pricing, placement,
promotion and expansion. You may have seen or read about more “Ps” in marketing, but
for the sake of presentation I group the additional “Ps” such as packaging under product.
By going through the first three steps in the marketing plan you identify which “Ps” in the
mix will work for your business. Under product you may find you need to add a product
line that your target market will purchase in order to increase your sales. Perhaps you need
to develop a new label for your value-added products that will capture your customers’
attention or “tell” your story. Under pricing you may need to increase your product pricing
to cover your costs or bundle your products to sell low margin products with greater
efficiency. The placement of your product could entail evaluating your distribution
channels for greater sales or increase profitability. It could be simply modifying your
product placement in your farm stand.

Promotion is another tactic that is often ‘jumped to’ without doing the evaluation in the
first steps in your marketing plan. When you go through the “Positioning You” step of the
process; you determine how and what you want to say to your customers about your
business, you identify a consistent message and theme and you establish a brand identity.


You will have identified your target market and determined the best means of advertising
to them. In addition, you’ve likely identified types of special events you may want to hold
that fit you, your business and your customers.

The final step is “Plan for Action.” In this step you will set a plan for action defining what
will be done, who will be responsible and when it will be done. Don’t undertake all the
actions at once, determine which ones you can do first and prioritize the actions for the
next one to three years. Also, establish measurement methods and tools for determining
your marketing investment return. One idea may be in your sales objectives you have
established in the “Analyze This” step such as measuring your sales dollars. Other
possible measurements are your marketing budget to sales ratio, customer satisfaction
surveys or personal interviews to determine the effectiveness of an advertisement or
promotional effort. Your methods will be established throughout the planning process.

In conclusion, a dynamic marketing plan lays down the strategic foundation and
establishes how you position your business (products and services) in the marketplace. A
good plan coordinates the marketing mix, assures your tactics are consistent with your
objectives and gives you measurements for determining the return on your marketing
investments. It is your map and compass. Think more strategically about your marketing
by taking the critical first three steps, it makes the fourth and fifth steps, and more
importantly your business much more successful and rewarding.


Related product services
Kamigo CompassTM
Marketing Plan

Are you trying to clearly identify your target market, brand position or the best use of your
marketing budget?

You need a marketing plan that is progressive. We work in close collaboration with you to
develop a personalized plan. Our methods consist of gathering information, decision-
making processes, target market identifiers, positioning tools, branding modes and useful
tactical tools laying a clear path for you.

Kamigo ExplorationTM
Market Research

Do you feel you are wandering in a haze trying to get a clear view of your customers and
market?

Market Research reduces the information gap between your business and your customer’s
needs and wants. Through marketing research you gain an understanding of your target
market, market potential, market share, pricing strategy, new product potential or your
promotional efforts. Our approach incorporates problem definition, research design,
sample selection and methodology, data gathering and analysis, and reporting to meet your
research and budgetary needs.

Kamigo Marketing, LLC works with you to design and select marketing strategies
that differentiate your company from the others. We help you with your time and
frustrations because we have solid marketing expertise allowing us to hit the ground
running.

We bring knowledge, ease and understanding to your business’s marketing.


The Dynamic Marketing Plan

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The Dynamic Marketing Plan