Marketing Planning

A well formulated marketing plan can open a ocean of new possibilities

We have helped many companies navigate the uncertainties with a robust and intensive process of marketing planning. There is substantial evidence that formalised planning procedures generally result in greater profitability and stability in the long term, bring in efficiencies and reduce inter-department friction, and future proof the organization.

We have helped smaller organisation and startups with all the four phases. While SME and larger companies usually need assistance with situation review, or strategy formulation, or resource allocation and monitoring, or a combination of these three aspects of the marketing planning process.

The marketing audit is a crucial step in the process. Any plan will only be as good as the information on which it is based. In the marketing audit, the information for planning is organised in a systematic manner to yield greater insights. If done correctly, the marketing can be audited in the same way a company audits their accounts – objectively with clear KPIs.

The market overview covers aspects such as:

  • what the market is
  • how the market works
  • what the key desiccation-making points are
  • what the segments are

A SWOT should be conducted for each segment that is considered to be important to your company.

The marketing objectives and strategies need to be SMART.

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-bound

Money is a finite resource and hence the budget need should be mapped and prioritised for the greatest return on investment (ROI). ROI mapping in itself is a science as it needs to take into consideration tangible as well as intangible returns both in the short and long term.

A detailed implementation programme facilities the organising of the plans according to the functions, product, market and/or customer –  such as advertising plan, sales plan, pricing plan, acquisition plan, activation plan, market plan, key account management plan, and so on.

We have put together a quick self-test. You can take it to check the quality of your strategic marketing plan. To take the test, click here.