Key Elements of the Marketing Plan

Summary The business you’re in The markets – niches

You want to attack The Geography The key targets or

accounts

Path to market Alliances Opportunities Competition SWOTS Objectives Positioning Marcomm plan

The Marketing Slide

Latent orUnmet Need

Competitors’SWOT’s

Your SWOT’sStrategicAlliances

Target

product

position

price

promotion

Market

Marketing Communications

Promotions Programs Websites Advertising Literature/ catalogs Trade shows

Websites

How much does it cost to field a sales rep/ year?

24Hr 7 day a week sales person Online purchase? How do you promote it? Adwords Content

Promotions

Right now there are at least a dozen promotions running with your manufacturers.

Check mfg websites Check VWR site Niche or plan approach – wastewater Many mfgs will design a promo with you

Promotionspromote it

Use inside CS or sales too. Your phone system – on-hold message Your e-mail greeting or signature Flier, signs Mailing Your website

Promotions

Not just price I like to give away another product or

a discount on a second product. If it’s product related you don’t get into issues

or problems If you have a sales force – verbal and written

– then have them give it back to you.

Promotions

Not creative – think about it.

Ask your mfgs – ask your associates

If you’ve defined a market or niche, and defined a product that you want to promote and a theme. for the year – you’re there.