Marketing Planning and Strategy

Marketing Planning

• Importantly, marketing planning involves designing and developing a marketing strategy and allocating resources to achieve objectives.
• Marketing planning can be adapted to the organization's situation, such as launching, repositioning, or re-branding.

Types of Marketing Planning

• Long-term marketing planning: planning for more than one year, focusing on future objectives and strategies, and setting a framework for short-term plans.
• Short-term marketing planning: planning for less than a year, focusing on solving recurring issues, and typically renewed annually.

Steps in Marketing Planning Process

• Analyze the current situation to decide which area requires more focus.
• Define and refine the offer based on the analysis of the current business situation, competition, and clients.
• Choose marketing techniques that align with the target audience's preferences.
• Adapt tools and skills to the chosen techniques.
• Write down the plan, detailing actions to take with a timeline.

Understanding the Current Business Situation

• Objective of marketing planning is to achieve the company's business goals.
• Analyze the opportunities of different markets or audiences.
• Conduct client research to understand their buying decisions.
• Research the brand.

Understanding the Target Client

• Know how the client thinks and prioritizes things to understand their buying decisions.
• Research how clients look for products or providers to know how to provide them with information.

Positioning the Brand

• A successful positioning attracts people's attention to the brand and shows its competitive advantage.
• Understand the differences from the competition (differentiators).
• Differentiators must be true, provable, and relevant.
• Write messages to the target audience based on the identified differentiators.