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What Is Marketing Plan? Making Complicated Things Clear

Traditionally, a question like, "What is marketing plan?" is asked by people who want to start their own business. This question is also of great interest to business students.
Overall, a marketing plan can be understood as the document which describes the company’s products or services and explains the competitive position of this company. If you want to better understand this notion, you need to look at its major elements.

What Is Marketing Plan? Explaining The Four P's

If you are an MBA student or an entrepreneur, you probably heard about such notion as Four Ps (price, product, promotion, and placement). The "Four Ps" are essentially a template for the marketing plan. Here is what each P stands for:

  1. Product. This section of your plan has to describe why your product will appeal to the buyers and in what ways it is different from similar products.
  2. Price. In this part, you will have to determine the price for your products or services. You should put yourself in the position of the customers and think whether they can or cannot afford to pay this amount of money. So, you will have to find a compromise between your intentions and customer’s needs.
  3. Promotion. A good marketing plan should also explain how you will raise buyer’s awareness about your product.
  4. Place. This is also an important part of the plan. It has to explain how your products will be distributed and how clients will purchase them. For instance, they can do it online or in a department store.

What Is Marketing Plan? Focusing on the Customer

You may read plenty of marketing plan examples with different structures, but each of them will contain a section about future customers. In particular, one has to pay attention to the following criteria:

  • Demographic characteristics of these people such as age and sex;
  • Their income level and requirements for your product;
  • Their lifestyle, values and educational level;
  • The place of residence.


What Is Marketing Plan? Strategic Thinking and Competition
A good marketing plan can hardly be compete without an analysis of competition. You can use several methods and tools. Yet, there are several things to which you should always pay attention:

  • The degree of competition in your industry;
  • The strengths and weaknesses of your products relative to the products of your competitors;
  • The prices set by other companies;
  • The reaction of competitors to the arrival of your products.

So, one can say that a good marketing plan has to answer the following questions:

  1. Why will customers want to buy your products or use your services?
  2. What features distinguish your products from others?
  3. How will you attract customers and gain their trust?
  4. How will your company react to the competition?

So, people, wanting to know what marketing plan is, have to look at its main components. Ability to work out this plan is crucial for MBA students and entrepreneurs.

Views: 124

Tags: marketing, plan


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