Marketing plan is the company’s effort to market the product to be able to accept the market well. The marketing plan itself includes pricing, warranty policies, sales tactics, distribution to advertising and promotion. If your company has a certain segmentation then your marketing plan should also be clear. The marketing plan created will be able to meet the long-term strategic goals. In addition, the marketing plan also has the following benefits and objectives:
- Used to coordinate between departments
- Increased sales desired
- Adjust the size of the business and the scope of the product or market
- Able to improve communication and expand the wider network
- Reduce conflicts and improve enterprise management even better
Marketing Plan VS Marketing Strategy
While both are in the marketing department, they both have rarely public differences. Marketing plan and marketing strategy are of course closely interconnected so many people think they are the same thing. For that before learning more about marketing plan you should know the difference between the two.
According to the definition
If viewed by the definition of both of course you can see a significant difference. Marketing strategy is a strategy used to market products to customers. Marketing plan itself is an effort how you achieve the purpose of marketing itself. You could say marketing strategy serves to introduce products to new market segments. Marketing plans develop and identify and focus on marketing campaigns.
Based on the Cycle
In the sequence of cycles starting from marketing strategy first then marketing plan and implementation. This picture shows you can not start a marketing plan without starting a marketing strategy first. Marketing strategy also can not be implemented without your marketing plan.
When viewed from the component there is also a difference between the two. For marketing strategy consists of segmenting, targeting, marketing, market entry strategy and timing strategy. The marketing plan itself consists of an executive summary, a challenge, a situation analysis, a customer, a competitor, a 4P and a summary.
Step Marketing Plan
The existence of a marketing plan can reduce operational costs and improve the way your employees work. To create a perfect marketing plan you need to follow the following stages:
Define the Target Market
Marketing plan requires you to know the outline of the company and the products you produce. The first step that needs to be done in making a marketing plan is to determine which market you are headed. The more detailed information related to your target customers the easier it will be the products that will be offered acceptable to the market.
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Set the Price and Distribution
Once the market segmentation is clear you should now switch to pricing and distribution strategies. Establishing a price is not an easy matter if it is too low it can lead to questions from consumers whether your product is of quality or not. If the price is too high then consumers can not afford it. This is where you need to determine the positioning of the products you offer. This means you need to display the uniqueness or excess of your product compared to other similar products.
In addition to the price of how the distribution of goods to the hands of consumers is also an important consideration in marketing plan. For that reason make the flow of distribution or logistics as clear as possible and contact the trusted distributor you have.
Arrange a Promotion Strategy
If preparations for production and distribution are ready now is the time to develop a promotional strategy. Promotional strategies may include both online and offline promotions or use both simultaneously. For promotional strategies offline can be through ads on TV, radio to print media. For online promotion is very in demand because it can reduce marketing costs as efficiently as possible. In addition to using social media can also use search engine optimization strategy or endorse is currently the trend.
Refferal Strategy VS Conversation Strategy
In the marketing world there are several strategies that can increase sales. Some of them are referral strategy or conversation strategy. For referral strategy is generally a special offer or giveaway to capture loyal consumers. Conversation strategy refers more to the sentence in a brochure that is made more persuasive so that consumers began to be invited to buy your product.
Partnership and Retention Strategy
In doing business cooperate it is part of the marketing plan. One example is the cooperation of car dealers and insurance companies are mutually beneficial. You can also apply this kind of cooperation with a company whose products are related to your product. To retain your customers then do not forget to apply retention strategy. You can send a monthly newsletter to your customer’s email or shopping voucher to attract customers to your website.
Budgeting Is Also Important
In marketing plan the financial aspect is also very important and taken into account in every movement of the product. Although the financial details you make are not always appropriate but the details of this financial plan will help you estimate how much profit you earn.
Example Marketing Plan
For each type of business would have a difference in marketing plannya. Here are some examples of marketing plans based on the type of business that you can apply in your business.
Indonesia’s growing population encourages higher occupancy needs. For those of you who have large capital and are being dumped certainly start a property business can be an option. Unfortunately, according to Australian Bureau of Statistics data only about 9% of investors are able to manage three properties at once. The failure of this property business is suspected to have failed to overcome the obstacle of cash flow. Lack of experience and hampered capital and unrealistic in looking at investments owned. Well here are some examples of the usual marketing plan chosen to prevent the failure of product marketing in the field of property.
In buying a property, of course, many complain about the high down payment to be paid. Generally the bank set a deposit of 20%. Well, here’s your chance to attract more consumers by setting a much lower down payment. You can require a 10% down payment or work with BPJS Employment that now accommodates the purchase of cheap housing loans.
One more marketing strategy that make your property business increasingly crowded by consumers ie cash back. Cash back is cash and some are in the form of service benefits. Benefits of such services are the release of electricity, water and telephone charges within a certain time frame. In this way you can get more number of consumers and simultaneously increase your customer satisfaction on the facilities offered.
Want any kind of business never seem to get off with a discount marketing plan. Discounts are really interesting because in terms of customer point of view of the discounts are able to make them more efficient in shopping. Similarly, if you are buying a property, the discount will add a plus on your business.
KPR Subsidy Subsidy
You can also set a mortgage interest subsidy that will be deducted directly by the bank. Currently mortgage rates can reach 10% you can lower it a little around 7% for the initial step of marketing strategy. Picking new customers is important but do not forget you also need to make new customers become your loyal customers.
As a country with the largest Muslim majority inevitably makes the fashion industry is also growing. Fashion hijab became a prima donna in the homeland. In addition, many people with different backgrounds ranging from housewives to office workers berbong – bonding to reseller.tentunya for business in the field of fashion need to set a marketing plan for their products are accepted in the market.
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Direct Discount and Bonus Shopping
Sophie Martin became one of the famous brand that is well known to the people of Indonesia. The products are rated quality and often provide many discounts. There is also a bonus shopping for its members. No wonder Sopie Martin could be one of the most respected companies in the business field.
One more marketing plan in the field of fashion that you want to miss the endorse. Endorse developed along with the interest of the world community of existing social networking. Top selebgrams or artists who endorse your product are also indirectly an image of your own product. Follower of these prominent figures also affects the sale of products that diendorse .
Promotion through online channels is important but you also can not override promotions offline. To introduce your fashion brand it’s good to hold live events. Fashion show or often participate in the fashion week event will certainly make your brand easily recognizable. You can also hold a competition event in the field of clothing design and modeling that is still associated with your product.
You are also required to create a separate trend in order to compete with other fashion brands. Nothing wrong with recruiting some stylist and photographer to get photo out of the box. You can also sponsor several drama and film artists. Do not be afraid to experiment with different fabrics or models. Cloth design can also be inspired from the past, For a certain date you can also display a new concept. For example, for Kartini day or day batik can exhibit the nuances of batik nuances collection.
Did you know that employees can also be the key to your business. Nothing can beat customer satisfaction so it is important to improve their service. Enhanced service through your employees who communicate directly with consumers. Your customer service must be an employee who is really capable of handling your customer’s suggestions, criticisms and questions. Employees are also part of your company’s reputation so there is a need for training to develop themselves.
To boost your marketing can also by forming a community. This community can be permanent or only on certain days. For permanent community you can create fanspage on Facebook social network. For incidental communities can use hashtags on twitter or ig. For example you can use #IWILLWHATIWANT as one of the branding slogans.
Indonesia is known as a country rich in diversity and islands. No wonder if some tourist destinations become one of the reasons why you need to come to Indonesia. Business in the field of tourism is also very mushrooming as if you visited Bali. Starting from hotels to travel agencies scattered in various cities in Indonesia. The high competition of course makes companies engaged in tourism needs to launch their best marketing plan.
Tourism business is a very easy business type to change. For that it is important for you to follow the ren. According to a study of the most dominant holiday activities is camping and hiking. This means that travel in groups is very popular. According to US data, 147 million Americans have made adventure trips. It’s good you give special rates for group packages or provide vacation packages that can be enjoyed by many people.
If you often listen to ads with prizes most offer free holiday to the winner. You can also give giveaway to your loyal customers as well as attract some new customers. With the review of winner giveaway you can also form your company reputation better in the eyes of society.
Tour Packages That Can Drive Adrenaline
Holiday packages can also be extreme sports that can boost your adrenaline. You can offer holiday packages such as playing arum rapids, sky diving, snorkeling, diving, mountain bike. This extreme sports package not only challenges your customers but provides a different holiday experience with other travel and travel agencies.
To build a tourism business of course partners become an important part in your marketing plan. Some attractions usually work together with tour and travel agents or pedicab drivers and motorcycle taxis to introduce their sights. As a result some tourist attractions become more publicly known as well as brown kampong in Blitar, East Java. You also need to update your tourist location on google maps to help travelers easily find their location.
For business campaign like you need to learn from New Zealand. Steven Dixon, South & South East Asia Regional Manager from Tourism New Zealand introduced the 100% New Zealand campaign. This campaign means that tourists will be given a tourist experience that can only be felt in New Zealand. Branding tourism New Zealand has lasted up to 16 years. Indonesia itself also has a campaign of Indonesian charm that is quite successful to boost tourism homeland.
In 2016 alone Indonesia ranks 50th for the World tourism category. You can also introduce the tourism campaign from your company. Do not forget to make a video or blog review to attract more netizens.
That’s just some examples of marketing plans that you can make referrals. Whatever your business if you are not well promoted then do not expect to get high sales. Operating costs are not exactly small so early in opening your business plan carefully. The existence of a marketing plan and marketing strategy is mature not only to achieve high sales at that time alone but sustainable until the future. Hopefully add your insight and useful for your future business yes!