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Strategic Planning Business Plan - Scheme / Plan of Marketing and Sales.

The Marketing Plan is therefore an essential element in our Business Plan. We must be able to convince investors that, for our idea, there is a market that can serve profitably.
Before starting the development of the marketing plan, it is important that the employer have completed the market survey and be clear and precise answers to the following questions :

What
• attributes of the product or service that add customer value?
• What is the customer profile?
• What is consumer behavior?
• What are the characteristics of the competitors?
• What is the market segment you want to meet?
• What is the number of potential customers?

The objective of the Marketing Plan (marketing, marketing) and Sales is to generate strategies that allow you to place products in front of those who produce and market competition and thus secure care and profitability.

We can work plans for the short and medium term.
Among the objectives we hope to achieve in the short term may be: i) to estimate the possible participation in the local market and ii) achieving customer satisfaction.
For the medium term is sought, however, more ambitious goals and objectives, including: setting sales growth rates by periods or other periods, precise positioning (level of recall and fixing in the mind of the consumer) of nuestroproducto ; set goals of coverage and depth of distribution, among others.

Every good marketing plan should include two main parts: a definition of target or target group and marketing program to promote their market and sell your product or service.

1. CHOICE OF TARGET MARKET

The objective in this section is to describe a demographic profile of the typical consumer. The more clearly you defined the customer, the easier it will build a marketing program to reach it effectively.
Although your product or service can meet the needs of a wide area of \u200b\u200bpotential clients, the goal is to define your customer base as specific as possible (both quantitatively and qualitatively).

To determine the target market we can begin to divide the market into more homogeneous parts
it possible to determine which segment we serve. This exercise is known as market segmentation .

Customer segmentation has two aims. First, it serves to define the market you can get Nuesto product. Secondly, the segmentation of customers helps us to design a strategy Marketing-specific and therefore more effectively to different segments. They may show an interest in our product
for different reasons.

Consider the following items to define their clientele:

Individuals

* Age * Gender * Level

income * family life cycle (single, married, divorced, widowed)
* Occupation

* Education * Race / Ethnicity * Social Class


Business
* Product / service sold
; * Years in Business

* Billing * Number of employees.
* Private / public

Geography
Where are their customers?
Are they in urban areas live in rural areas?
Technology has made for many projects, the location is not a relevant factor, but it remains an important element in defining the target.
correctly decide what should run an ad every day will save you money and help generate more effective marketing results. Identify your customer for the following features:
* Country / region

* State * City / Town
* Population size

* Climate * Population density
* Psychology and customer behavior

is important to define the psychological characteristics of the target: attitudes , beliefs, hopes, fears, prejudices, needs and desires. For these definitions should be considered: * Social class

Lifestyle
* * Leader / follower
* Extravert / introvert
* Independent / dependent
* Conservative / liberal
* Traditional / open to change
* With awareness social / self-centered

customer psychology is related to their behavior as consumers and their mode of purchase and use of their products and services. The questions to be answered are:
* Do you use products and services similar to yours?
* How often?
* What benefits the customer perceives your product or service?
* How the customer uses the product / service?

Market Size
After identifying the client, you may define the size of its customer base.
How big is the target market? Correctly decide which newspaper should put a warning will save you money and help generate more effective marketing results. Identify your customer for the following features:
* Country / region

* State * City / Town
* Population size * Weather

* Population density
* Psychology and customer behavior
is important to define the psychological characteristics of the target: attitudes, beliefs, hopes, fears, prejudices, needs and desires. For these definitions should be considered:
* Social class
* Lifestyle
* Leader / follower
* extravert / introvert
* Independent / dependent
, * Conservative / liberal
* Traditional / open to change
* With social consciousness / self-centered
customer psychology is related to their behavior as consumers and their mode of purchase and use of their products and services. The questions to be answered are:
* Do you use products and services similar to yours?
* How often?
* What benefits the customer perceives your product or service?
* How the customer uses the product / service?
* Market Size
* After identifying the client, you may define the size of its customer base.
* How big is the target market?
* There are millions of potential customers to buy your product?
* Or your target is a small handful of very important clients?
If too big, consider shrink it and focus on a particular niche. Trying to sell a large number of consumers is difficult and costly, especially because competition is likely to prevent you from achieving a considerable market share.
If it is too small, you may be able to capture enough customers to make a profit enough?

Market Trends

have defined his client and determined its size. It is time to explore trends in your market. Within the next few years to respond:

* What growth rate can be expected within their target?
* What changes are occurring and will occur in your market?
* What changes will occur in the future use of the product or service?

2. DETERMINE THE COMPOSITION AND CHARACTERISTICS OF MARKETING - MIX

defined target market, you must determine how it will be achieved. Explain the processes to follow to reach potential customers and make them effective and faithful customers. It is important to show investors that you have identified specific procedures to position effectively marketing and selling your product or service.

Marketing determinants are the price, product, Distribution and Promotion of the good or service to offer. This combination is known as the Marketing Mix or the 4 "P" of marketing (product and service, price, promotion and place).

is important to note that in developing the marketing mix the employer must establish:

• What are the characteristics of the product or service to offer?
• What is the price level established?
• Where do you offer the product or service or what the distribution channel?
• How will you communicate to the target audience the benefits and attributes of your products?
• Who will have direct contact with the customer?
• How to provide the service?
What
• environmental conditions will develop the service, ie what is the physical evidence of the product or service?

All these elements of the marketing mix up the offer. In this sense, the offer is more than the product. It's a value proposition that meets the needs of the customer.

Product: What features Nuesto product must be at the height of the main needs of the customer?
Price: How much can we ask for our product and what purpose we want to achieve with our pricing strategy prices?
Position: How will we be able to reach customers with our product?
Promotion: What media will resort to convince our customers of the advantages of our product?

acontinuación define each of these concepts.

A. Product Description

The first element of the marketing mix is \u200b\u200bthe product or service. When he describes is covering: design, its characteristics, benefits, quality and quality of ancillary services, the quantity, availability and variety of the product attributes of the container and packaging, customer service, brand and the benefits .

B. Pricing Strategy: With our position, we decided how we will differentiate our product from the competition and that includes pricing. More specifically, we seek an answer to the following questions:

What may be the price of our product? The price list will be determined according to the cost structure of the company, competitive prices, the perception of customers and financial results expected by the employer. Remember that your sales represent revenue dela company. In general, the price of the goods is determined according to:

• The perception we have of the good or service.
• The intensity of unmet need.
• positioning the product or service in the minds of consumers.
• customer purchasing power.
• The cost structure of the product or service.
• The price of competing products or substitutes.

What pricing strategy we adopt?

This strategy will depend on what our goal: We want to enter the market quickly with low prices or get the maximum gains from the beginning?

new companies generally have many reasons to develop strategies based on the idea of \u200b\u200b"maximum profits from the beginning", normally the new product is positioned as "better", so that its price may increase. More prices produce high, in general, wider margins, allowing the new company to finance their expansion. It is possible to carry out new investments to these benefits, thus avoiding having to resort to other investors outside the company
.

The strategy of "low prices" may be more indicated in the following cases: If the competition is fierce: When the barriers to entry is low, it is likely to rise to a strong competition, and strategy "low prices" is the best way to get a large market share before competitors. However, it also raises the question of whether this practice advisable for a start-up company.

C. Distribution Strategy and square

Our product or service has to reach the consumer. However simple it may seem, this statement is an important marketing decision. Why avenue through which "distribution channel" we will introduce our product?. Several questions arise that will influence the election.

At this point, we need to analyze what are the distribution channels that the industry has, ie

• Do you sell directly to customers?
• Do you use sales representatives, distributors or agents?
• What are the advantages and disadvantages of using third parties to sell?
• How do customers access to "valuable"?
• How many distributors there are and how they are distributed geographically?
• Do dealers have any bargaining power?
• "Distributors are partners?

The distribution channel can be intensive when using all channels of distribution, can be selective when using some of the intermediaries and may be unique when it comes directly from producer to consumer or end user.
For example, when a bread bakery sells directly to a housewife, said that the distribution channel is unique, growing from producer to customer.
On the other hand, a farmer who sells a product to an intermediary or carrier, who in turn sells it to a wholesale market wholesaler, who sells to a street that has a seat on the municipal market, so that finally the product reaches the Decasa love is an intensive distribution channel.
The distribution channel for an exporting firm. In can be seen that there are two or more export opportunities. One of them is exported to international markets through an export agent and the other case, shows a selective distribution channel in order to reach the user or customer.

D. Promotion Strategy

Having a good product or service is not a guarantee of success. You have to make their products or services, and inform how and where to buy them. We explain to our customers what constitutes the benefits, or "customer value" of your product or service. Need to convince them that meets their needs better than products or services from the competition or any other alternative.
Describe how you will get to know. Highlight the activities you will undertake to this end, for example, investment in advertising, trade shows, direct mail, telemarketing and other means of promotion that uses or will use to reach potential customers.

promotion strategies are related to:

• advertising activities.
• Direct Marketing.
• Personal Selling.
• sales promotions.
• Coupons.
• Sweepstakes. Promotions
• joint.
• Loyalty programs.
• Public Relations

Another aspect that the entrepreneur or management team must define the methods of sale are:

• Will it sell over the phone?
• Catalogue Will it sell?
• Do call and visit directly customer?
• "will be used for e-mail?
• Do they fit a store?
• Do participate in local fairs, national or international?
• Will there be advertising on radio or television?
• Is used print media like magazines and newspapers?
• What promotional material such as videos, brochures, leaflets will be provided to seller to help you meet your sales target?

The employer should be very clear that there various sales and marketing strategies for:

• Getting to the international market.
• Reach local, regional or national level.
• Sell products or consumer services to the consumer.
• Sell products or services or exclusive luxury to the ultimate consumer.
• Sell products or services to companies or intermediaries.

Sources

- Business Plan
tool to assess the viability of a business
Villarán Karen Weinberger
- Manual for Business Plan Guide
work based on models, templates and check lists
Lazaro Droznes
- A Guide for Managers SMEs to develop a Business Plan
bank of Argentina
- Course: Business Plans
Business Training Center