1. Module 12.6
The Marketing Plan
Jim Beach & Chris Hanks

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Different from Marketing
• Market analysis focuses on describing target
market, customers, competitors, how compete,
potential sales, market share
• Marketing focuses on classic marketing functions,
including product, price, promotion, distribution
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Importance of Marketing Analysis
• Define the nature of the business and the
remainder of the plan
• Affirms that a company has a well thought out
target market, understands its customers, and can
generate sales in the face of competition
Slide 12.6-3

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Marketing Plan
• Start by articulating marketing strategy,
positioning, and points of differentiation, and
then talk about how these overall aspects of the
plan will be supported by price, promotional mix,
sales process, and distribution strategy.
Slide 12.6-4

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Marketing Plan - Outcomes
• Developed with the customer plainly in mind
• Detail exactly who will sell product or service
– Most don’t zero in on how actually sold
– Confidence booster
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Overall Marketing Strategy
• Approach to marketing products or services stated
in broad terms, which forms basis for all
marketing activities
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Includes three strategies:
• Market penetration strategy
• Growth strategy
– Internal
– Acquisition
– Franchise
– Horizontal
– Vertical
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Overall Marketing Strategy
• Distribution Strategy (include discount /
profitability levels at each stage)
– Original equipment manufacturers
– Internal sales force
– Distributors
– Retailers
Slide 12.6-8

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You’ve Identified the Target Market
• Select position
• Position is concerned with how a firm is situated
relative to its rivals
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Communication
• Promotion
• Advertising
• Public relations
• Personal selling
• Printed materials
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Communication
• Focus on benefits of a product or service rather
than features
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Communication
• “Our fitness center, which is just for adults, has 16
exercise classes, a pool that is available for water
aerobics and open swims, and a full spa and
massage service.”
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Communication
• “Our fitness center, which is just for adults,
features classes and exercise equipment that
helps adults maintain their fitness, avoid the onset
of certain ailments, and lead healthier lives.”
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Sales Process
• Why have one?
• Sales process or cycle refers
to the steps it goes through
to establish relationships
with customers and to close
sales
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Sales Force
• Internal vs. independent reps
• Size
• Recruitment
• Training
• Compensation
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Sales Activities
• Sales process
• Identifying prospects
• Prioritizing prospects
• Number of sales calls made per period
• Average number of sales calls per sale
• Average dollar size per sale
• Average dollar size per reorder
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Distribution
• Distribution encompasses all the activities that
move a firm’s product from its place of origin to
the customer
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Remember:
• Good Beats Perfect
• Brag About Weaknesses
• Satisfied Customers = Problem
• Under promise & Over deliver
• Manage Placebo Effect
• High Prices Tempt
• What are you Really Selling?
• Beware of Clichés
• Know What Drive Sales
• Tie Research Specifically to Business
• Broaden Your Business By Narrowing It Slide 12.6-18

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Use These Words Lots…NOT
• Break-through • Dominate the space, Good to great
• Global Leader • Viral, Disruptive technology
• Premier • Web 2.0 / 3.0
• World Leader • Paramount, Cutting edge
• Unprecedented • All we need is x% of market share
• Holy Grail • Conservative, Robust
• World famous • Combined 100 years of experience
• Best in class • Most sophisticated
• State of the art • Burn rate vs Investment rate
• The next big thing • So and so said was awesome idea –
• Win-win situation too much detail on background of
• At the end of the day one person – who cares
• Think outside of the box • Second to none
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THANKS!
Buy or Review!
Next: Lesson 12-7
The Operations Plan
Slide 12.6-20