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Marketing Plan and Legal Compliances By- Rahul Jain.
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Transcript of Marketing Plan and Legal Compliances By- Rahul Jain.
Marketing Plan and Legal Compliances
By- Rahul Jain
Company Overview
Company Overview Introduction (1 paragraph)
Name, location, organization Slogan Mission Statement History and Current Status (1 paragraph) Markets and Products Objectives Length: about 1 page
Slogan Pithy 4 to 10 word statement of
company purpose Use in business plan, advertising,
descriptions of business, business cards, …
Mission Statements Examples…
Mission StatementSemiconductor Equipment
[Semiconductor Equipment] will become a world leader in supplying lithography automation and productivity enhancement products for the semi-conductor industry through innovative design and unique customer insights.
Mission StatementGeneral Electric
Become #1 or #2 in every market we serve and revolutionize this company to have the agility of a small enterprise.
Jack Welch, 1983
Collins and Lazier, Managing the Small to Mid-sized Company
Mission Statements
What makes a good mission statement?
Compelling Inspiring Clear, measurable objectives Concise
Marketing Plan
Marketing Plan Objectives Most important piece of your plan Build on industry and marketplace analysis –
define your niche Identify your customers Demonstrate how you will solve problems for
customers Describe how you will reach customers –
advertising sales
Convince reader that there is an eager market for your product or service
Marketing Plan Outline Introduction Target Market Product/Service Strategy Pricing Strategy Distribution Strategy Advertising and Promotion Sales Strategy Sales and Marketing Forecasts
Introduction Seven sentence introduction
1. The first sentence tells the purpose of the marketing strategy.
2. The second tells how you’ll achieve this purpose, focusing upon your benefits.
3. The third tells your target market – or markets.4. The fourth, the longest sentence, tells the marketing
weapons you’ll employ.5. The fifth tells your niche.6. The sixth tells your identity.7. The seventh tells your budget, expressed as a
percentage of your projected gross revenues.
Introduction – Example
The purpose of Prosper Press is to sell the maximum number of books at the lowest possible selling cost per book. This will be accomplished by positioning the books as being so valuable to free-lancers that they are guaranteed to be worth more to the reader than their selling price. The target market will be people who can or do engage in free-lance earning activities. Marketing tools to be utilized will be a combination of classified advertising in magazines and newspapers, direct mail, sales at seminars, publicity in newspapers and on radio and television, direct sales calls to bookstores, and mail-order display ads in magazines. The niche to be occupied is one that stands valuable information that helps free-lancers succeed, the ultimate authority for free-lancers. Our identity will be one of expertise, readability, and quick response to customer requests. Thirty percent of sales will be allocated to marketing.
Target Market Strategy Identify the market niche you will
serve Be as specific as possible
Better to be too specific Benefits to target market
What problems do you solve? What needs do you fulfill?
Two Types of Benefits
Emotional Hope, fear, love guilt, greed,
convenience
Financial Increased profit, value pricing, save
money, payback period
Talk to Your Customers Imperative that you talk with customers!
Casual conversations Interviews Surveys Focus groups
Identify needs Listen!
NOTE: see “The New Market Research” (online INC article)
Target Market Questions
What buy now? How get service? Would you be interested in …? Demographics Newspapers, magazines, TV Would you buy? Where would you expect us to advertise? Who do you consider our competition? Other comments?
Levinson, “Guerrilla Marketing” 3rd edition
Creating New Market SpaceHBR, Kim & Mauborgne
New New MarketMarketSpaceSpace
What factors might beWhat factors might beeliminated that theeliminated that the
industry has taken forindustry has taken forgranted?granted?
EliminateEliminate
What factors might beWhat factors might becreated that thecreated that the
industry has never industry has never offered?offered?
CreateCreate
What factors might be raised well beyond industry standards?What factors might be raised well beyond industry standards?
RaiseRaise
What factors might be reduced well below industry standards?What factors might be reduced well below industry standards?
ReduceReduce
Product/Service Strategy
Describe how the design of your product/service fulfills unmet marketplace needs
Differentiate your product/service from the competition
Explain why and how customers will switch to your product or service
Describe how you will defend your product or service from competition
Product Attribute Map
Attribute 1
Attribute 2
You
Competitor 2
Competitor 3
Competitor 1
Pricing Strategy
Describe and justify your pricing strategy
Provide evidence that your target market will accept your price
Position your strategy relative to current and potential competition
NOTE: Low price often (usually) is NOT a good strategy for a startup!
Advertising/Promotion
Describe how you will communicate with current and potential customers Advertising Public relations Personal selling Printed materials Other means of promotion
Explain why this be strategy is most effective in reaching your target market
Note: See Guerrilla Marketing
Distribution Strategy
Explain how you will deliver your product or service to your customers How will your customers acquire your product
or service Describe and justify the distribution
channels you will use Describe how you will gain access to your
planned distribution channels
Sales Strategy Describe to whom you must sell your
product or service (not always obvious) Explain how you will “sell”
An internal sales force Manufacturer's representatives Telephone solicitors
Describe how you will support your sales effort internal staff service operations
Goals for Marketing Plan Compelling “story” that there is a need in
the market Need flows logically from industry analysis Product/service designed to fulfill market
needs Advertising, price, distribution, and sales
all flow logically, convincingly from characteristics of the market
“WOW! What a great idea! I wish I had thought of that…”
Legal & Administrative
Entrepreneur has to be sure of the
administrative & legal issues involved in the
project, including:
Choice of the form of business organization,
Registration,
Clearances, and
Approvals from the diverse authorities
Clearances & Approvals Setting up of an industrial unit requires a number
of clearances and approvals regarding: Land use, Pollution control and safety
Required to interact with the local government authorities such as: Municipalities/ village panchayats, State pollution control boards, etc.
To avail the incentives accruing to the firms registered under Export Processing Zone/Special Economic Zone (SEZ), Software Technology Park (STP) You would be required to register
Approvals regarding Fashion Industries Export Promotion councils RBI VAT Service Tax/Excise duty Company Law Other Authorities
Project Report Findings of the feasibility analysis are compiled in a project
report. These findings may be vetted by the independent
consultants/experts. Funding agencies have their own set-up for the appraisal of
these reports. It is often felt that financial institutions tend to
overemphasize the financial feasibility of the project and do not pay adequate attention to its commercial and need fulfillment capability.
This security-driven approach is forwarded as one of the reasons why some promising ventures are turned down despite their sound techno-economic viability.