SIMPLE MARKETING PLAN GUIDE & TEMPLATE www.theidealaesthetic.com
Jul 15, 2015
INTRODUCTION
Fundamental to the success of any marketing effort is a strategic plan that clearly outlines the company’s goals, supporting activities, and specific metrics to gauge progress.
This simple guide discusses the most important components of a marketing strategy. It will aid you in assessing your market (i.e the “3Cs” – company, customers, competitors) and creating a plan for responding to these market dynamics in order to achieve your objectives (i.e. the “4Ps” – People, Product, Placement, Promotion).
Your new business, product, idea, or endeavor exists in order to fill unmet (and often unspoken) consumer needs. With our template you can clearly define those needs and develop a step-by-step action plan for positioning your company to solve them.
OVERVIEW
A short summary of the market dynamics including important industry trends and key customer and competitive insights.
MARKET DYNAMICS
The steps you will take in order to meet the brand objectives set (i.e. this will summarize your company’s 4Ps).
STRATEGIC VISION
A brief outline of your goals and prioritized areas of focus (as a direct response to the market dynamics you have specified).
BRAND OBJECTIVES
An executive summary, or overview, provides a high-level explanation of your marketing plan elements
MARKET Use a timeline to highlight relevant industry milestones
2011 2015 2014 2013 2012
Milestone 1 Milestone 3
Milestone 2 Milestone 4
CONSUMER
Specify who you're targeting and the most important details around their
desires, behaviors, and unmet needs
CONSUMER Develop personas or buyer profiles to help understand your core consumer segments
Persona 1 Name Persona 2 Name Persona 3 Name
Insert tagline that summarizes persona 1
Insert tagline that summarizes persona 2
Insert tagline that summarizes persona 3
CONSUMER Demographics and other quantitative stats will assist in targeting core groups
Income Gender Age
CONSUMER Use qualitative insights to uncover interests, activities, behaviors, needs, and desires
Personality Interests Activities
o Insert Personality o Insert Personality o Insert Personality o Insert Personality
o Insert Interests o Insert Interests o Insert Interests o Insert Interests
o Insert Activities o Insert Activities o Insert Activities o Insert Activities
Behaviors Needs Desires
o Insert Personality o Insert Personality o Insert Personality o Insert Personality
o Insert Interests o Insert Interests o Insert Interests o Insert Interests
o Insert Activities o Insert Activities o Insert Activities o Insert Activities
COMPETITORS
Determine the key players in the market and compare your company to identify competitive advantages
COMPETITORS Create a competitive array by identifying metrics to score yourself and your competitors against
You Competitor 1 Competitor 2 Competitor 3
Insert Comparison Point
Insert Comparison Point
Insert Comparison Point
Insert Comparison Point
Insert Comparison Point
TOTAL
Note: score on a scale (e.g. 1-low, 2-med, 3-high) across specific strategic success measures then sum to analyze total results
COMPETITORS Conduct a SWOT analysis to find your competitive advantages (and disadvantages)
o Insert Strength o Insert Strength o Insert Strength o Insert Strength
o Insert Opportunity o Insert Opportunity o Insert Opportunity o Insert Opportunity
Helpful
Strengths
Opportunities
o Insert Weakness o Insert Weakness o Insert Weakness o Insert Weakness
o Insert Threat o Insert Threat o Insert Threat o Insert Threat
Harmful
Weaknesses
Threats
INTE
RN
AL
FOR
CES
EX
TER
NA
L FO
RC
ES
STRATEGY Use a positioning map to showcase your product or service in relation to others
High Price
Low Price
Low
Qu
alit
y
Hig
h Q
ua
lity
Target Position
Compe-titor
Compe-titor
Product 1
High Price
Low Price
Low
Qu
alit
y
Hig
h Q
ua
lity
Target Position
Compe-titor
Compe-titor
Product 2
Current Position
Current Position
STRATEGY Outline product placement and distribution channels
Describe where customer can find product
Channel 1
Describe where customer can find product
Channel 2
Describe where customer can find product
Channel 3
Describe where customer can find product
Channel 4
STRATEGY Understand the consumer journey or “path to purchase” and use to define your promotional activities
Awareness Education Consideration Purchase Loyalty Advocacy
Insert Key Channel
Insert Key Channel
Insert Key Channel
Insert Key Channel
Insert Key Channel
Insert Key Channel
Insert Key Activity
Insert Key Activity
Insert Key Activity
Insert Key Activity
Insert Key Activity
Insert Key Activity
Insert Key Metric
Insert Key Metric
Insert Key Metric
Insert Key Metric
Insert Key Metric
Insert Key Metric
STRATEGY Don’t forget to consider all stakeholders who impact the purchasing and use of product
Influencer
Buyer
User Summarize who the most important influencers are and how to target them
Summarize who is actually making the purchases and how to target them
Summarize who the end user is and how
to target them
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