Business Victoria

Marketing Plan
Business Victoria
Marketing Plan Template
One of the most important, yet often overlooked areas for the small business owner
is the development of a marketing plan. An effective marketing plan will act as a
reference document to help you to eecute your marketing strategy. !t will also help
you to develop a methodical approach to creating services and products that satisfy
your customers" needs.
#hen writing a marketing plan you need to be clear about your marketing
ob$ectives and how you"re going to achieve them. A good marketing plan sets
realistic and measurable ob$ectives% includes budgets and action plans, and
allocates responsibilities.
&our marketing plan will include the following elements'
A summary of your marketing plan
Background analysis of your business and market
Marketing ob$ectives and strategy of your business
&our marketing mi
Action plans and budgets
Organisational implications and contingencies
(valuation and monitoring strategies
)upporting documentation
*eep it up to date
Planning your marketing should be an ongoing business activity. As the market
conditions and your business change, you will need to revisit many of the ideas and
strategies outlined in your marketing plan. By referring to your plan regularly, you
will ensure that your business keeps heading in the right direction.
Page +
Business Victoria
Marketing Plan
How to use this template
Prior to completing this marketing plan template, consider the following'
1. Gather together your key business documents. Before you begin,
gather together your key business documents. ,his includes business plans,
budgets, resumes, forecasts and registration documents. -aving the right
information on hand will mean you can be more accurate in your forecasts
and analysis as you move through the marketing plan template.
2. Take your time and consider your specific needs. #ork through the
template at your own pace. )tart by deciding which sections are relevant for
your business and set aside the sections that don"t apply. &ou can always go
back to the other sections at a later date.
3. ecide on your audience. !t"s also important to consider your audience
when writing your marketing plan. #ill the plan be used internally. Or will
you be sharing it with others. /eciding on the purpose of the plan can help
you target your answers appropriately.
!. "se the #italicised text$. ,he italicised tet is there to help guide you by
providing some more detailed 0uestions you may like to answer when
preparing your responses. Of course, if a 0uestion does not apply to your
circumstances it can be ignored.
%. &sk for some assistance. !f you aren"t confident in completing the
marketing plan template yourself, you can enlist the help of a professional
1i.e. business adviser or accountant2 to look through your plan and provide
you with advice.
'. (rite the Marketing Plan )ummary last. ,he key with this section is to
be succinct. &ou want to get to the point but not ignore important facts. ,he
summary is a great opportunity to sell yourself and your business. &ou want
anyone who reads you plan find it engaging, credible and easy to follow.
*. +e,iew your work. Avoid mistakes by asking a number of impartial people
to proofread your final plan. ,his way your marketing plan will make a great
impression and be an inspiration for you when times are tough.
-. Print. ,he #italicised text$ is instructional and will disappear on 3preview
print4 or 3print4. ,o print a copy, select the Printer icon on the toolbar, or
select 5ile then Print on the main menu. 5O6MA,,!78 #!99 7((/ ,O B(
:OMP9(,(/
Page ;
<Business Name= Marketing Plan <YEAR=
#INSERT YOUR BUSINESS LOGO$
<Your Name=
<Your Title=
<Business Name=
<Main Business Address=
&./0 <ABN=
&1/0 <ACN=
<Business Name=
Marketing Plan
Prepared0 <Date prepared=
Page ;
<Business Name= Marketing Plan <YEAR=
,able of :ontents
Marketing Plan )ummary.......................................................3
&our Business...............................................................................>
Market Overview...........................................................................>
Marketing Ob$ectives......................................................................>
Marketing )trategy........................................................................>
Action )teps.................................................................................>
.ackground &nalysis.............................................................1
Business overview.........................................................................;
Vision statement...........................................................................>
Mission statement.........................................................................>
Business ob$ectives........................................................................>
Products?)ervices..........................................................................@
5inancial Analysis..........................................................................@
).#.O.,. analysis...........................................................................;
).#.O.,. activity sheet...................................................................@
Market 2,er,iew...................................................................3
&our market..................................................................................>
&our customers?clients...................................................................>
&our competitors...........................................................................A
3our Marketing .....................................................................3
Marketing ob$ectives......................................................................A
Marketing strategy.........................................................................A
;.
Product or )ervice.....................................................................A
@.
Pricing.....................................................................................A
>.
Positioning 1or Place2.................................................................A
A.
Promotion................................................................................A
B.
People.....................................................................................A
C.
Processs..................................................................................A
D.
Physical (nvironment.................................................................A
E.
Productivity..............................................................................A
Marketing F )ales activity...............................................................B
3our 4inances........................................................................'
Marketing budget <&(A6=................................................................D
2rganisational 5mplications..................................................'
1ontingencies........................................................................'
Monitoring6measurement acti,ities......................................-
)upporting documentation....................................................7
Glossary...............................................................................18
Page @
<Business Name= Marketing Plan <YEAR=
Marketing Plan )ummary
#Please complete this page last$
<The marketing plan summary is a snapshot of your more detailed answers from
your marketing plan. t should !e easy to read and simple to follow. =
&our Business
.usiness name0 <"hat#s your !usiness registered !usiness name$ f you
ha%en#t registered a !usiness name& add your proposed !usiness name here.'
.usiness structure0 <"hat#s the formal stru(ture of your !usiness$ Are you a
sole trader& in a partnership& a trust or (ompany$'
&./0 <"hat#s your registered Australian Business Num!er.'
&1/0 <"hat#s your registered Australian Company Num!er& if appli(a!le.=
.usiness location0 <"here does your !usiness operate from$=
ate established0 <"hen did you !egin trading$'
.usiness owner9s:0 <"ho are the owners of the !usiness$=
2wner6s e;perience0 <Create a !rief summary of your )and other owner#s*
e+perien(e in the industry and any ma,or a(hie%ements-awards.=
Products or )er,ices0 <"hat produ(ts and-or ser%i(es do you sell$=
Market Overview
Target market0
<n one or two senten(es& summarise the key statisti(s for your target market.
This may in(lude the si.e and growth potential of your market& as well as key
demographi(s su(h as age& gender& in(ome le%el et(.'
1ustomer profile0
<"hat#s the profile of an ideal (ustomer for your !usiness$ n one or two
senten(es& (learly define your ideal (ustomer / their needs& !uying patterns and
moti%ations for !uying.'
1ompetitor profile0
<"hat#s the profile of a typi(al (ompetitor for your !usiness$ "hat marketing
mi+ do they use$ 0a%e you identified any gaps in their marketing strategy$=
Marketing Ob$ectives
Goals6ob<ecti,es0
<n one or two senten(es& summarise the key marketing o!,e(ti%es for your
!usiness. Your o!,e(ti%es may !e finan(ial& with a goal to in(rease sales& or
marketing fo(used to !uild awareness of your produ(t or ser%i(e.=
Marketing )trategy
3our strategy and marketing mi;0
<1se this se(tion to summarise the o%erall strategy and marketing mi+ )The 2
3#s* you will use to position yourself within the market to meet your (ustomers#
Page >
<Business Name= Marketing Plan <YEAR=
needs. "hate%er your strategy& you goal should !e to differentiate yourself from
your (ompetitors to en(ourage (ustomers to (hoose your !usiness first.=
Action )teps
Top 18 &ction )teps0
<Create a list of the Top 45 a(tion steps that will !ring your theoreti(al
o!,e(ti%es )your marketing strategy and o!,e(ti%es* to life. E.g. 6inish 7.".8.T.
A(ti%ity 7heet& (omplete marketing !udget=
Page A
<Business Name= Marketing Plan <YEAR=
Background Analysis
,he background analysis should give a snapshot of where you are right now,
where you have been and where you want to go. Gndertaking this process will
help you to define your businessHs capabilities and find opportunities within your
particular market. 5inally, defining your core business elements will ensure that
your marketing plan and overall business strategy work together seamlessly.
Business overview
<The o%er%iew should (o%er the nuts and !olts of your !usiness in(luding9
The name& stru(ture and date of esta!lishment
Details a!out the owners )their names& roles and le%els of e+perien(e et(.*
"hat your !usiness is a!out )your !usiness mission& %ision and %alues*
The key !usiness o!,e(ti%es you would like to a(hie%e
An outline of the main produ(ts and ser%i(es sold
A finan(ial analysis of your !usiness in(luding sales and profita!ility
A 7.".8.T. analysis of your !usiness to set a line in the sand=
.usiness name0 <"hat#s your !usiness registered !usiness name$ f you
ha%en#t registered a !usiness name& add your proposed !usiness name here.'
.usiness structure0 <"hat#s the formal stru(ture of your !usiness$ Are you a
sole trader& in a partnership& a trust or (ompany$'
&./0 <"hat#s your registered Australian Business Num!er.'
&1/0 <"hat#s your registered Australian Company Num!er& if appli(a!le.=
.usiness location0 <"here does your !usiness operate from$=
ate established0 <"hen did you !egin trading$'
.usiness owner9s:0 <"ho are the owners of the !usiness$=
2wner6s e;perience0 <Create a !rief summary of your )and other owner#s*
e+perien(e in the industry and any ma,or a(hie%ements-awards.=
=ision statement0 <A :ision statement should des(ri!e "0ERE you want your
!usiness to !e in the future. t should (ommuni(ate !oth the 31R387E and
:A;1E7 of your !usiness and answer the <uestion& ="hy are we here$>=
Mission statement0 <A Mission statement should outline -O# you will get to
where you want your !usiness to !e in the future )Your :ision*. t should define
the 31R387E and 3RMARY 8B?ECT:E7 of your !usiness and answer the
<uestion& ="hat do we do$>=
.usiness ob<ecti,es0 <"hat are your short and long term goals for your
!usiness$=
)hort ,erm' <"hat are three primary short/term goals for your !usiness )@
Months*$=
Goal62b<ecti,e escription .y when
<Aoal-8!,e(ti%e
name=
<Brief goal-o!,e(ti%e des(ription= <Date of
(ompletion=
Page B
<Business Name= Marketing Plan <YEAR=
9ong ,erm' <"hat are three primary long/term goals for your !usiness )4/B
Years*$=
Goal62b<ecti,e escription .y when
<Aoal-8!,e(ti%e
name=
<Brief goal-o!,e(ti%e des(ription= <Date of
(ompletion=
Products0 <"hat produ(ts and-or ser%i(es do you sell$=
Product6)er,ice escription Price
<3rodu(t-ser%i(e
name=
<Brief produ(t-ser%i(e des(ription= <1nit pri(e
in(luding A7T=
4inancial &nalysis0 <n this se(tion pro%ide a high le%el analysis of your
(urrent finan(ial situation& spe(ifi(ally addressing sales and profita!ility.=
Part ; I )ales Analysis
Gse this section to summarise the current sales data for your industry 1if
available2 and your business. ,he areas that you can analyse include'
J )ales for your overall market
J )ales for your business
J )ales for your competitors
!f you wish to dig deeper, you can epand the analysis to )ales by Product
:ategories, )ales By /istribution :hannels and )ales By 8eography.
Part @ I Profitability Analysis
Gse the sales numbers above to identify realised revenues rather than $ust
pro$ections and then breakdown marketing epenses in terms of direct
1epenses directly tied to products2 and indirect or proportional 1general
administrative or broad marketing epenses2.
Page C
<Business Name= Marketing Plan <YEAR=
).#.O.,. analysis
<Gse the table below to list ea(h of your !usinesses 7trengths& "eaknesses& 8pportunities or Threats )7.".8.T.*.=
)trengths (eaknesses
2pportunities Threats
Page ;
<Business Name= Marketing Plan <YEAR=
).#.O.,. activity sheet
<8utline how and when you plan to address ea(h of the weaknesses-threats from your 7.".8.T. analysis a!o%e.'
).(.2.T weakness6 threat &cti,ity to address weakness6threat 1ompletion date
Page @
<Business Name= Marketing Plan <YEAR=
,he Market Overview
8athering information and identifying the key characteristics of your target market will help you
to find the most effective way to reach your target customers. ,he Market Overview should
provide an analysis of the market in which your business operates, including your customers,
competitors and the market as a whole. 6evisit this process regularly to ensure that your
strategy remains relevant and targeted.
3our Market
Target market0 C7ummarise the key statisti(s for your target market. This may in(lude the
si.e and growth potential of your market& as well as key demographi(s su(h as age& gender&
in(ome le%el et(.'
Market research and en,ironmental6industry analysis0 <"hat resear(h ha%e you
(ompleted to help analyse your market$ Did you utilise a sur%ey-<uestionnaire$ f so& you may
like to atta(h a (opy of your sur%ey-<uestionnaire and findings to the !a(k of this plan. n this
se(tion& detail the results of the market resear(h you ha%e performed. Consider <uestions su(h
as9
s the area e+perien(ing population growth or de(line$
Does the region where you operate ha%e a sta!le e(onomy$
Are there any seasonal %ariations that might affe(t sales$
"hat is the si.e of the market$
"hat re(ent trends ha%e emerged in the market$
s there potential for growth in the market$ 0ow will you !e a!le to (apitalise on any
opportunities$
0ow will your entran(e affe(t the market-(ustomers$
"hat e+ternal fa(tors will affe(t your (ustomers$
:lick here for more information on /!& Market 6esearch
=
Page >
<Business Name= Marketing Plan <YEAR=
3our 1ustomers
Target customers0 <"ho are your target (ustomers and how do they !eha%e$ n(lude spe(ifi( demographi(s su(h as age& so(ial status&
edu(ation and gender. "hat are your (ustomers# lifestyles& a(ti%ities& %alues& needs& interests or opinions$ "here are they lo(ated$ 3lease
ad,ust the (olumn headings as re<uired.'
1ustomer &ge Gender >thnicity >ducation ?ocation ?ifestyle =alues 5nterests
<Target
(ustomer D
(hoose a
name=
<Customer#s
Age=
<Customer#s
Aender=
<Customer#s
ethni(
!a(kground=
<Customer#s
edu(ation
le%el=
<Customer#s
lo(ation=
<Customer#s
lifestyle=
<Customer#s
%alues=
<Customer#s
interests=
1ustomer profile0 <"hat#s the profile of an ideal (ustomer for your !usiness$ n a paragraph or two& (learly define your ideal (ustomer / their
needs& !uying patterns and moti%ations for !uying. This pro(ess will help you to de%elop a mental image of your ideal (ustomer )often referred
to as a (ustomer a%atar*.'
Page A
<Business Name= Marketing Plan <YEAR=
3our 1ompetitors
1ompetitor analysis0 <1se the ta!le !elow to analyse at least E (ompetitors.=
1ompetitor >stablished
date
)i@e Market
share 9A:
=alue offered to
customers
)trengths (eaknesses
<Competitor#s
name=
<"hen was
their !usiness
esta!lished$=
<Num!er of
staff and-or
turno%er=
<Estimated
per(entage
of market
share=
<1ni<ue %alue to
(ustomers& e.g.
<uality& pri(e or
(ustomer ser%i(e$=
<"hat are your
(ompetitorFs main
strengths$=
<"hat are your
(ompetitorFs main
weaknesses$=
1ompetitor profile0 <"hat#s the profile of a typi(al (ompetitor for your !usiness$ n a paragraph or two& (learly define a typi(al (ompetitor /
their si.e& market share& uni<ue %alue proposition& strengths and weaknesses. This pro(ess will help you to de%elop a mental image of your
typi(al (ompetitor.'
Page B
<Business Name= Marketing Plan <YEAR=
&our Marketing
Marketing 2b<ecti,es0 <7ummarise the key marketing o!,e(ti%es for your !usiness. Your o!,e(ti%es may !e finan(ial& with a goal to in(rease
sales& or marketing fo(used& to !uild awareness of your produ(t or ser%i(e. An effe(ti%e )and a((ounta!le* way to define your marketing
o!,e(ti%es is to follow the G7MART# a(ronym )7pe(ifi(& Measura!le& A(hie%a!le& Realisti( and Timely*
4
.
E+amples of 7MART marketing o!,e(ti%es
To a(hie%e a H5I return on (apital employed !y April H54J )3rofita!ility 8!,e(ti%e*
To gain 4EI of the market for sports so(ks !y No%em!er H542 )Market 7hare 8!,e(ti%e*
To make K !rand of ,ui(e the preferred !rand of H4/HL year old females in Australia !y August H54L )Branding 8!,e(ti%e*
Detail your 7MART marketing o!,e(ti%es in the ta!le !elow9=
2b<ecti,e )pecific Measurable &chie,able +ealistic Timely
<Your spe(ifi( marketing
o!,e(ti%e=
<s your o!,e(ti%e
spe(ifi($=
<Can your
o!,e(ti%e !e
measured$=
<s your o!,e(ti%e
a(hie%a!le$=
<s your o!,e(ti%e
realisti($=
<0a%e you set a
spe(ifi( date for
your o!,e(ti%e to
!e a(hie%ed$=
1 Doran, G. T. (1981). There's a S.M.A.R.T. way to write management's goals an o!"e#ti$es. Management Re$iew, %ol&me '(, )ss&e 11(AMA *+R,M), --. ./0.1.
Page C
<Business Name= Marketing Plan <YEAR=
Marketing )trategy0 <1se this se(tion to detail the o%erall strategy you will use to position yourself within the market to meet your (ustomers#
needs. "hate%er your strategy& you goal should !e to differentiate yourself from your (ompetitors to en(ourage (ustomers to (hoose your
!usiness first. The spe(ifi( elements that make up your marketing strategy are typi(ally referred to as the marketing mi+. Ea(h element (an !e
%aried to !roaden the appeal of produ(ts and ser%i(es& and will therefore ha%e a dire(t impa(t on sales.
The 2 3Fs of marketing
1 Your 3R8D1CT )or 7ER:CE*
2 The 3RCNA of your produ(t or ser%i(e
. Your 387T8N )pla(e* in the marketpla(e
3 The 3R8M8T8N of your produ(t of ser%i(e
/ The 3E83;E in your !usiness )salespeople& staff et(.* Clink'
1 The 3R8CE77 represents the !uying e+perien(e Clink'
' The 30Y7CA; en%ironment where the good-ser%i(es are presented Clink'
8 3R8D1CT:TY and Muality is an essential part of meeting (ustomer needs Clink'
Cli(k any of the links a!o%e to find out more a!out a spe(ifi( element and how it (an !e applied.=
Page D
<Business Name= Marketing Plan <YEAR=
1. 3our P+2"1T 9or )>+=51>:
<0ere you should des(ri!e your long/term produ(t strategy in detail. f you are pro%iding a ser%i(e then you should (onsider your ser%i(e)s* as
your produ(t)s*.
You will need to (onsider9
"hat features and !enefits do you offer$
The uni<ue selling position / what makes your produ(t-ser%i(e different from your (ompetitors#$
3otential spin/off produ(ts or ser%i(es$ =
Product or )er,ice 4eatures .enefits "niBue )elling
Position
)upport )pin 2ffs
<"hat is your produ(t or
ser%i(e$=
<"hat are the
features of your
produ(t or ser%i(e$
<"hat are the
(ustomer !enefits
of your produ(t or
ser%i(e$=
<"hat makes your
produ(t or ser%i(e
uni<ue$=
<"hat additional
support do you
offer$ E.g.
warranty& money
!a(k et(.=
<Are there any
potential spin/off
produ(ts or
ser%i(es you (an
offer$=
Page E
<Business Name= Marketing Plan <YEAR=
2. The P+515/G of your product or ser,ice
<3ri(e is a (riti(al (omponent of your marketing mi+. "hy$ Be(ause (hoosing the right pri(e for your produ(ts or ser%i(es will help you to
ma+imise profits and also !uild strong relationships with your (ustomers. By pri(ing effe(ti%ely you will also a%oid the serious finan(ial
(onse<uen(es that (an o((ur if you pri(e too low )not enough profit* or too high )not enough sales*.
7etting pri(es for your produ(ts and ser%i(es might seem like a daunting task& howe%er& it doesn#t need to !e N ,ust remem!er9
you are in !usiness to make a profit )and that#s okO*
most !usiness owners underpri(e the %alue that they deli%er
your sales and marketing strategy should defend your pri(es
Your o%erall pri(ing strategy will depend on your marketing& !usiness and lifestyle o!,e(ti%es. 7o& !efore you start the resear(h pro(ess spend
some time defining your in(ome )and net profit* aspirations. Also take a look at the small !usiness e+pe(ted in(ome !en(hmarks on the AT8
we!site.=
Product or )er,ice Price 1osts /et Profit 1omp. Price =alue
<"hat is your
produ(t or ser%i(e$=
<"hat is the pri(e of
your produ(t or
ser%i(e$=
<"hat is the total
(ost of selling your
produ(t or ser%i(e$=
<"hat Net 3rofit is
made from selling
your produ(t or
ser%i(e$=
<"hat is your
(ompetitor#s pri(ing
for this produ(t or
ser%i(e$
<"hat uni<ue %alue
does your produ(t or
ser%i(e offer-deli%er$=
Page K
<Business Name= Marketing Plan <YEAR=
3. 3our P2)5T52/ 9Place: in the marketplace
<3la(e refers to the (hannels and lo(ations for distri!uting your produ(t& related information& and support ser%i(es. This is how you will position
your produ(t or ser%i(e in the marketpla(e.
This in(ludes9
the pla(e where the produ(t-ser%i(e (an !e !oughtP
the distri!ution (hannelP
3la(e represents the lo(ation where a produ(t (an !e pur(hased. t is often referred to as the distri!ution (hannel. This may in(lude any
physi(al store )supermarket& departmental stores* as well as %irtual stores )e/markets and e/malls* on the nternet. This is (ru(ial as this
pro%ides the pla(e utility to the (onsumer& whi(h often !e(omes a de(iding fa(tor for the pur(hase of many produ(ts a(ross multiple produ(t
(ategories.=
)ales and distribution channels
1hannel type Products6ser,ices Percentage of
sales 9A:
istribution strategy
<e.g. 7hopfront&
internet& dire(t mail&
e+port or wholesale.=
C;ist all the
produ(ts-ser%i(es sold
%ia this (hannel=
<"hat per(entage
of o%erall sales do
you e+pe(t to sell
%ia this (hannel$=
<"hy ha%e you de(ided to use this (hannel type$ 0ow and when
will you use it$ "hat is the strategy !ehind using this (hannel type
for this parti(ular produ(t-ser%i(e$=
Page ;+
<Business Name= Marketing Plan <YEAR=
!. The P+2M2T52/ of your product or ser,ice
<7tate how you (urrently promote and market your !usiness now )or intend to*. Compare )where appli(a!le* what your (ompetitors do for
promotion& noting what does and doesn#t work for them as well as yourself. Regardless of how good your !usiness is& if you don#t promote it
and tell people you e+ist& it#s unlikely you will make many sales.
3romotion is more than selling and ad%ertising your !usiness. t#s a!out attra(ting the right people to use and reuse your !usiness. There are a
num!er of te(hni<ues to use and they (an !e (om!ined in %arious ways to (reate the most (ost effe(ti%e strategy for your needs.
Detail your promotion te(hni<ues into si+ (ategories9
online
pu!li( relations
ad%ertising
promotion
pa(kaging or personal selling
!randing
dire(t marketing is often added to the marketing mi+ despite !eing part of ad%ertising rather than marketing. =
Product or )er,ice 2nline Public
+elations
&d,ertising Promotion Packaging .randing
<"hat is your produ(t or
ser%i(e$=
<"hat online
strategies are
you using$=
<"hat 3R
strategies are
you using$
<"hat
ad%ertising
strategies are
you using$=
<"hat promotion
strategies are
you using$=
<"hat pa(kaging
strategies are
you using$=
<"hat !randing
strategies are
you using$=
Page ;;
<Business Name= Marketing Plan <YEAR=
%. The P>2P?> in your business 9salespeopleC staff etc.:
<E%ery employee in your !usiness )if you ha%e them* (an influen(e the marketing of your produ(ts and ser%i(es. Qnowledgea!le and friendly
staff (an (ontri!ute to (reating satisfied (ustomers& and (an pro%ide the uni<ue selling e+perien(e that an organisation is often seeking. f an
outstanding team pro%ides a (ompetiti%e ad%antage& then the <uality of re(ruitment and training !e(omes essential to a(hie%ing your
marketing o!,e(ti%es.
7ome <uestions to (onsider when assessing your team mem!ers9
Are they prepared to talk with (lients in detail a!out your produ(ts and ser%i(es$
Do you ha%e training in pla(e to dri%e (onstant impro%ement$
Do your team understand the pro(ess for handling (lient intera(tions$
Are staff mem!ers empowered to make de(isions )and a(t* on the !usiness#s !ehalf$
Do they ha%e the (ommuni(ation skills to !e effe(ti%e$
Do staff mem!ers Gli%e# your !rand when they are at work$=
/ame Dob Title epartment +esponsibilities
<Mr Chris Brantley= <e.g. Marketing- 7ales Manager= <e.g. 7ales= <"hat are the main responsi!ilities of
this position$=
Page ;@
<Business Name= Marketing Plan <YEAR=
'. The P+21>)) represents the buying e;perience
<3ro(ess represents the !uying e+perien(e that the (ustomer e+perien(es when they !uy your produ(t or ser%i(e. 6or e+ample& the way that a
fine !ottle of wine is presented and ser%ed in a restaurant& the rea(tion of a !usiness to a (omplaint or the speed of deli%ery in a fast food
outlet.
A poor pro(ess& on the other hand& (an undermine the other elements of the marketing mi+. Budget airlines& for e+ample& may offer %ery
(ompetiti%e headline pri(es& !ut if the final pri(e is inflated !y additional (harges su(h as !aggage (harges and administrati%e fees& (ustomers
may !egin to feel that they ha%e !een taken ad%antage of e%en if the final pri(e is lower than other (arriers.=
Product or )er,ice The Process Eey .enefits 5mpro,ements
<"hat is your produ(t
or ser%i(e$=
<8utline the 3ro(ess in point form= <"hat are the key !enefits for the
(ustomer$=
<"hat (hanges (an you make to
impro%e the 3ro(ess$=
Page ;>
<Business Name= Marketing Plan <YEAR=
*. The PH3)51&? >/=5+2/M>/T where the good6ser,ices are presented
<The physi(al en%ironment where your produ(ts or ser%i(es are sold and deli%ered (an ha%e a signifi(ant impa(t upon how your (ustomers
e+perien(e your !usiness. The physi(al en%ironment represents the tangi!le aspe(ts of selling your produ(ts and ser%i(es& su(h as the <uality
of the furnishings in your (onsulting rooms or the design of your re(eption area. Creating a positi%e physi(al en%ironment doesn#t ha%e to !e
(ostly D a %ase full of fresh flowers (an make a !ig differen(e.
1se the ta!le !elow to outline the physi(al en%ironments that your (ustomers e+perien(e when they !uy your produ(ts or ser%i(es and any
impro%ements you might !e a!le to make.'
/ame )elling >n,ironment eli,ery >n,ironment 5mpro,ements
<"hat is your produ(t
or ser%i(e$=
<"here is the produ(t or ser%i(e
sold$=
<"here is the produ(t or ser%i(e
deli%ered$=
<"hat (hanges (an you make to
impro%e the 3hysi(al En%ironment$=
Page ;A
<Business Name= Marketing Plan <YEAR=
-. P+2"1T5=5T3 is an essential part of meeting a customerFs needs
<mpro%ing produ(ti%ity is an important fa(tor in (ost managementP howe%er& it also plays a key role in satisfying (ustomer# needs. The more
effe(ti%e and effi(ient your marketing efforts are the more satisfied (ustomers your !usiness will (reate at a lower (ost.
0ere are some e+amples of strategies that (ould impro%e your marketing produ(ti%ity9
mpro%ed Marketing A((ounting D take time to understand where resour(es are !eing spent& (ustomer %alue !eing (reated and where
money is !eing made or lost.
Marketing Allian(es D share resour(es& ideas and opportunities with other organisations that ser%i(e the same (ustomers.
En(ourage Customer n%ol%ement D in(rease (ustomer satisfa(tion and lower (osts !y adding (ustomers to the %alue (hain e.g. ask
them to write guest posts for your !log.'
/ame Dob Title epartment +esponsibilities
<Mr Chris Brantley= <e.g. Marketing- 7ales Manager= <e.g. 7ales= <"hat are the main responsi!ilities of
this position$=
Page ;B
<Business Name= Marketing Plan <YEAR=
Marketing Activity
<8n(e you ha%e defined your marketing mi+& the ne+t step is to detail the spe(ifi( a(ti%ities that you will undertake to a(hie%e your marketing
o!,e(ti%es. As you (reate these a(ti%ities& keep referring !a(k to your marketing mi+ D it will help you to assess whi(h a(ti%ities are worth the
time and effort to implement.
"hat steps or a(ti%ities will you undertake to a(hie%e your marketing o!,e(ti%es$=
Marketing acti,ity6milestone Person
responsible
ate of e;pected
completion
1ost 9G: )uccess indicator
C3rint ad%ertising& online ad%ertising& mail/out&
gi%eaway& media release& e%ent& we!site&
!log-so(ial media& pu!li( relations& !randing and
artwork& or pu!li(ations and (atalogues.'
C"ho is
responsi!le for
(ompleting this
task$'
C"hen do you
e+pe(t to
(omplete the
marketing
a(ti%ity$'
CEstimated
(ost of
a(ti%ity.'
C"hat indi(ator- measurement
result will need to !e met !efore
this a(ti%ity is (onsidered a
su((ess$'

Page ;C
<Business Name= Marketing Plan <YEAR=
&our 5inances
Marketing .udget #3>&+$
<To (omplete this marketing !udget& you should rely hea%ily on your finan(ial statements and pro,e(tions. Dou!le/(li(k the ta!le !elow to enter
your details or atta(h your own !udget at the !a(k of this marketing plan.=
Page ;D
<Business Name= Marketing Plan <YEAR=
I tem J an Feb Mar Apr May J un J ul Aug Sep Oct Nov Dec
Marketing/ promotion
Marketing agency
6adio advertising
,elevision advertising
Print advertising
Online advertising
)ocial media
#eb search optimisation
Mailouts
8iveaways
(vents
Branding F artwork
Merchandising
Publications
:atalogues
MoreL
Marketing/ promotion total M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++
Other
6esearch
,ravel
Postage
Administration
!ncidentals
MoreL
Other total M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++
Total M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++ M+.++
Page ;E
<Business Name= Marketing Plan <YEAR=
Organisational !mplications
<8rganisational impli(ations are often o%erlooked when !usiness owners ta(kle a marketing
plan. 6or e+ample& if your goal is to in(rease your (ustomer !ase !y 4EI and therefore your
staff !y 45I / will you !e a!le to house them in your (urrent offi(es$ Could you outsour(e
some tasks$ t#s important to (onsider and do(ument these de(isions in your plan.
1se the spa(e !elow to outline any organisational impli(ations& whi(h you feel may affe(t the
implementation of your marketing plan.=
Page ;K
<Business Name= Marketing Plan <YEAR=
:ontingencies
<All plans in !usiness should remain fle+i!le )and ad,usta!le* as you are often working with
assumptions. The more planning you do& the !etter you will !e(ome at predi(ting. 0owe%er&
as you are learning the needs of your market / it is fair to say that some of your assumptions
are going to fall short of e+pe(tation.
1se the spa(e !elow to outline any (ontingen(ies )alternati%e options* whi(h may assist if
things don#t go as planned.=
Page @+
<Business Name= Marketing Plan <YEAR=
Monitoring?measurement activities
<Re%iewing the impa(t of your marketing should !e a periodi( a(ti%ity. ;ist the details of ea(h re%iew in the ta!le !elow.=
Marketing acti,ity ate of
re,iew
Monitoring methods +e,iew outcomes
C3rint ad%ertising& online
ad%ertising& mail/outs&
gi%eaways& media
releases& e%ents&
we!site& !log-so(ial
media& pu!li( relations&
!randing and artwork&
or pu!li(ations and
(atalogues.'
<e.g.
Month-Year=
<"hat tools did you use to
measure-monitor the impa(t
of your marketing a(ti%ities$=
Ce.g. "hat were the results for the promotional period$ "hat
were your sales-profit figures$ 0ow many new-repeat
(ustomers did you re(ei%e$ 0ow many (ustomers %isited your
we!site$ Et(.=
Page @;
<Business Name= Marketing Plan <YEAR=
)upporting documentation
<Atta(h any supporting do(umentation in relation to this marketing plan.
;ist all of your atta(hments here. These may in(lude resumes& (ustomer sur%ey-<uestionnaire and-or finan(ial do(uments.=
Page @@
<Business Name= Marketing Plan <YEAR=
Glossary
&ustralian .usiness /umber 9&./: I a single identifying number used when dealing with other businesses and the Australian ,a Office.
&ustralian 1ompany /umber 9&1/: I the number allocated by the Australian )ecurities and !nvestments :ommission 1A)!:2 when you
register a company under the :orporations 9aw.
.log Iis a shortened word for #eblog 1see #eblog2.
1hannel I a way of delivering something to its destination, whether it is a message to be communicated or a physical product to be delivered.
1ontract I a legally enforceable agreement made between two or more parties. A contract may be a verbal contract or a written contract 1or
may be partly verbal and partly written2.
emographics I the characteristics of a population or segment of the population, commonly eamined demographics include age, gender,
ethnicity, knowledge of languages, employment status, mobility and geographic location.
omain name I an identification string 1name2 that identifies an organisationHs address on the internet, either a website address or an email
address. /omain names are formed by the rules and procedures of the /omain 7ame )ystem 1/7)2. :lick here for more information
Goods and )er,ices Ta; 9G)T: I a broadNbased ta of ;+ per cent on the sale of most goods and services in Australia.
HighHend I usually refers to epensive or high 0uality products?services.
Market position I refers to the position an organisation, product or service has in the market, usually in relation to its competition.
Milestone I a goal or ob$ective with a target date.
Mission statement I is a statement 1usually internally facing2 which outlines how a business 1organisation2 intends to achieve its Vision. !t
should define the PG6PO)( and P6!MA6& OBO(:,!V() of the business and answer the 0uestion, 3#hat do we do.4
)ocial media I a group of technology including Blogs, online networks 1e.g. ,witter, 5acebook, My)pace, 9inked!n2 and online collaboration
tools often used to epand your network?market reach or collaborate on a large scale.
"niBue selling position I a characteristic of a business or a product?service that sets it apart from the competition.
=ision statement I is a statement 1usually public facing2 which outlines where a business 1organisation2 wants to be in the future. !t should
communicate both the PG6PO)( and VA9G() of the business and answer the 0uestion, 3#hy are we here.4.
(eblog I 1also known as a Blog2 an individualHs or organisationHs online website displaying a reverseNchronological list of entries 1known as
posts2. Posts typically include thoughts, observations, promotions, links, images or videos. A #eblog is publically available and allows readers
to comment on posts.
Page @>