Marketing Plan

The scope of work we tackle for each client is based on which decisions they need to make. Some of our marketing plans are quite limited to one key issue, such as branding. Other plans address a wide and complex array of issues, which include:

1. Market Analysis
a. Complete an industry and competitor analysis.
b. Analyze customer segments and complete a purchase process analysis.

2. Marketing Assessment
a. Critique existing brand and positioning strategy.
b. Review distribution channels.
c. Analyze product/service and conduct a shelf-price analysis on competitors' products.
d. Review historic marketing efforts and analyze sales strategy.

3. Marketing Strategy
a. Identify competitive advantage.
b. Determine objectives and key success factors.
c. Develop branding and positioning strategies.
d. Identify and profile target customer segment.
e. Determine purchase process influencers (decision variables).
f. Establish pricing strategy.
g. Provide product/service recommendations.
h. Develop sales strategy.
i. Determine distribution strategy and geographic profiling.
j. Plan for market expansion.

4. Marketing Tactics
a. Define brand identity.
b. Determine what communication materials are required.
c. Determine advertising mediums.
d. Create advertising programs and customer education tools.
e. Develop sales coaching tools and referral programs.
f. Set marketing timeline and detailed budget.