Join Drew Boyd for an in-depth discussion in this video Determining your marketing plan's scope, part of Marketing Fundamentals.
…You can write a marketing plan for one specific product or…service, a collection of products or…services, or for the company's entire family of products and services.…You should decide this before you start the planning work.…Because how you decide has a dramatic impact on how you go about marketing.…When you develop a marketing plan for…a single product, the entire focus is on all the resources and…activities needed to get just that product into the hands of prospective customers.…
All your decisions about how you communicate, sell, and…set prices, are about that product only, even if you have other products to offer.…That might make sense, especially for a brand new product.…But, sometimes it makes more sense to develop your…marketing strategy around a family of products, or even all of them.…It's usually much more efficient to spread your marketing dollars across all of…your products than concentrating on just one.…So how do you decide?…You don't.…
The customer decides this for you.…Why do I say that?…Because in marketing, we always want to take the customer's perspective.…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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