To develop a marketing plan, many people often searched for templates to draft up their thought process. However, they often got the academic business plan on the internet with complicated structures.
Understanding this painful experience, in this video, I will share a winning marketing plan thought process which help you simplify the way to make a marketing plan.
Please look at the model here!
At the centre of the Business Winning Model is the word “Win”. This word is the fundamental driver of any successful business.
The model is broken down into two sections – insights and actions. This is because effective marketing can only developfrom rich insights that then drive actions. Insights without actions are meaningless and won’t drive growth.
A. INSIGHTS:
For the Insights part, simply we will analyze with 4Cs model, including Company, Competition, Consumers, and Channels.
1. Category - You should Know Your Market
You should know and consider:
How should you define your category? Who are your competitors? What are the key drivers of your industry, now and in the future?
1.Who are your direct competitors? Their market share?
2.What do my competitors offer that I don't?
3.What are each of my competitors' biggest strengths?
4.What are each of my competitors' biggest weaknesses? (Hint - check their product and company reviews)
5.What strategies are my competitors using to gain customers?
6.Is there anything that my competitors are doing that I cannot?
7.Is there anything that my business can do that my competitors cannot?
8.What audiences are my competitors targeting?
9.What sort of content is each competitor producing?
10.What sort of social media presence does each competitor have?
Knowing your competitor's overall market position, strengths, and weaknesses will give you a huge advantage - after all, you can't compete effectively if you don't know who your real opponents are.
2. Company - you must Know Your Business:
Be clear about who you are and what you stand for!
BrandArchitecture – Positioning – Brand Performance.
It will be different by category. For example, Energy Drink, The brand architecture may include 2 segments or platforms: regular energy and carbonated energy drink, and in each platform or segment, there are several flavors and pack types and pack size. For the brand performance, we can consider all performance by products, SKUs, geography, and distribution channels.
3. Customers / Consumers - Know Your Customers:
If you’re trying to talk to everybody, you’ll probably be relevant to nobody. You need to find out who are your customers, their behaviors, their motivations, which products or service they love, which SKUs they buy? How much they are willing to buy? Consumer trends in the near future?
4. Channel - Know the approach to customers
Be clear about what regions, channels to approach them!
The target for any business is to bring their product or service to the market and make it available for consumers by creating a distribution path or channel. The link between producers and the end consumer is normally intermediaries, such as wholesalers, retailers, or brokers.
B. ACTIONS:
1. What’s The BigIdea?
What will be growth-driven activities? New product development or New communication?
Marketing Mix including: Proposition, Products, Packsize (for FMCG brands), Price, Place, and Promotion. Or People and Process for Service Industry.
2. How To Say It
Make sure Your message is easy to understand, stand out and deliver a meaningful message to your prospects.
3. Where To Say It
You should be clear about where’s the right place to put your message. It means which communication channels you use? How is the channel mix? Percentage and roles of each channels in delivering the brand message to consumers.
There are many templates and thought process to follow. Here is just one of the simple ways to develop marketing plan. I hope that it will be helpful to you!
Thanks and best regards
Ryan Holmes