Marketing projects and programs. Marketing project: essence and strategies What is a company's marketing plan

The vast majority of Russian marketers were brought up on Kotler's books. His contribution to the popularization of marketing is, of course, invaluable. But, perhaps, it is in this role that he will remain in history.

The American authors Heebing and Cooper, known worldwide for their books on marketing planning, concentrated much more on the practical side. Their main contribution was the phased planning of marketing based on the establishment quantitative relationship between sales and marketing communications. It is no coincidence that thousands of students learn from their books in all US business schools.

Another American author Schultz made a great contribution to the development integrated marketing communications (IMC),- a system based on an objectively proven scientific fact that the consumer integrates all information about the market of a particular product, coming to him from various sources. Therefore, the presence of several communication channels greatly increases the impact on the consumer. On the other hand, when information coming from one source is not supported by similar information from others, its effect is just as much reduced.

The combination of these two methods, namely prudent transformation of IMC into real sales, is the key and most effective idea in modern marketing. Against the background of "emotional propaganda" books by foreign and domestic authors, this is by far the most rational and practically useful technique for businessmen and marketers.

There are practically no examples in the open press and the web of how this works? Mostly common words and academic plans are found. Therefore, it will be especially useful for you to familiarize yourself with our practice.

In the practice of Russian and many foreign companies, marketing and sales plans exist separately and have little to do with each other. You will find many such plans online, which are more like bureaucratic circulars, consisting of bulky paragraphs rewritten from textbooks and a lot of unnecessary terms and definitions. There is no the most important thing - any plan should give a result. Therefore, we will not talk about a plan "for the sake of a plan" and not about a training case. It's about a marketing plan that can actually increase sales.

It should also be remembered that the marketing plan is a key part of the investment plan. Not production or financial, which many people emphasize, but marketing! The marketing component is the weakest point of investment strategies and plans. A sales plan cannot be credible without a compelling marketing justification. This must always be remembered.

In practice, it is really very difficult to link sales and marketing plans with each other. It is easier to make formal plans or "replies" that are suitable for the role of "whip" for managers and do not help them in any way in their work.
In reality, this is a rather cumbersome and time-consuming construction, if presented in a schematic or tabular form. In addition, it is very difficult to fit into a visual model of a marketing and sales plan the many preliminary and intermediate studies and chains of reasoning that affect the content and indicators. But one thing makes her different:

At any given time, you understand why sales are rising or falling and what and how intense actions need to be taken to support, speed up or slow down (if you want) these sales by the desired amount.

We took the least voluminous marketing and sales plan of the Moscow representative office of a small manufacturer of electrical household appliances from the near abroad, who recently entered the Russian market. Based on the results of the market and product portfolio analysis, it was planned to double the current sales volumes, excluding online sales, which at that time did not yet make a significant contribution and were not so actively practiced. Although the products belong to a variety of goods that, despite the influence of the Internet, remain committed to traditional distribution channels. Therefore, the relevance of the project remains quite high.

By the time the project started, the customer had a small Moscow representative office in Russia of 5 people, sales of several hundred units of household appliances per month, and the only “urgent” question for him was in which publication to place an advertisement that would solve all sales problems?
We proposed a research phase, as a result of which this marketing plan was drawn up and began to be implemented, which is presented in full schematic form below:

Complete Marketing and Sales Plan Diagram

It is important to clarify the following points:

1. Target markets

At the start of the project, the target markets the company worked with were limited to the client groups marked in orange. After conducting market analysis and segmentation, other target customer groups were identified, which are marked in green. In the process of field research, their main characteristics were determined - price segments, decision-making system and decision makers, basic needs and wishes, dynamics and trends in recent years.

Target Markets

Source: Analytical Marketing Agency

2. Positioning

This is the weakest point of the absolute majority of Russian companies. Because they underestimate the simple but painstaking procedure for developing this provision. In most cases, it is enough to carefully approach this to get a quick and noticeable result. In this case, the product portfolio was analyzed and product positioning was developed, which, with minor variations, was then adapted to different target markets. This is an important point! Different target markets require specific positioning, even if at first glance it may not be fundamentally different.
In our case, a new positioning was tested in the form of a commercial offer for a small sample of customers. Its results were evaluated according to the system awareness - the share of positive attitude - decision-making on purchases (conclusion of a contract).

3. Goals of communications

The model of consumer behavior known in Western literature 4A is deciphered as a sequence of communications with the consumer Awareness - Attitude - Action - Action Again (Awareness - Attitude - First / trial purchase - Repeat purchase). In the Russian-language literature, you can find similar analogues of AIDA / AIDAS from the field of advertising, but we prefer to measure the specific "Attitude" of the consumer, rather than the abstract "Interest". Most importantly, you must learn to give these qualitative characteristics a quantitative dimension in order to understand the most effective direction of your communications. If, for example, you cover 100% of the target group with communication, 25% of them have a positive attitude, 5% make a purchase, of which half make a repeat purchase, then by distributing this data to a wider audience of consumers with similar characteristics, you can calculate the potential the effect of their communications. In order to get these numbers, you need local samples. And your ongoing challenge as a marketer or business owner is to constantly try to narrow the ranges between these numbers. For example, instead of 100% - 25% - 5% - 2.5%, achieve 100% - 30% - 10% - 7% in the first stage. This is the meaning of the quantitative relationship between marketing communications and sales in the general case. But this is only one of the rough (but illustrative!) options for interpreting this relationship, and it has its drawbacks. Most often, you have to select more subtle practical tools for each specific case.

Positioning is just one of these, although it is the most powerful tool for achieving such results. We will talk about this in detail in special articles.

4. Identification of leading and secondary target markets.

The target markets identified as the most promising green color in the topic "Marketing Objectives". "Specialized retail chains" were not previously considered by the customer due to the difficulty of getting there. This problem was solved by the consultants during the testing process. It was possible to agree with the large M-Video network on the placement of products there in the ideal price segment, which turned out to be unfilled by competitive analogues, which was brought to the attention of decision makers on purchases. Thanks to a well-reasoned proposal, it was possible to get their consent almost immediately.

By the way, during the first telephone conversation, the head of the procurement department was offered to get acquainted free of charge with the results of marketing research on the market for electric kettles in Russia and Moscow, in particular, in which a gap was shown in the price range of the trading network. During the second phone call, the sales network manager immediately agreed to a meeting that lasted no more than 10 minutes with the above result. Model 4A in this case looked like 100% (awareness) - 15% (positive attitude) - 7.5% (trial purchase). A positive attitude was expressed in the fact that, in addition to the main one, another small chain out of 13 covered, having familiarized itself with the offer and product positioning, was ready to carry out a trial purchase a little later.

Wholesalers, who had previously refused to work with the company's products, were able to inspire loyalty with the new positioning of products and encourage some of them to test purchases. According to model 4A 100% - 29% -14%, this allowed to double the base of wholesale buyers - from 7 to 15.
In fact, the consultants worked in these examples as a sales department. Due to the small number of customers in the collected databases, instead of limited samples, these target markets have been worked out in full. A high degree of efficiency was achieved through a balanced positioning, which was adjusted after each contact until the share of a positive attitude increased. If at the beginning of the work it did not exceed 10%, then at the end it reached 29%.
All contacts were transferred to sales managers to work out the details and conclude contracts. And this is the main feature in our work, unlike classical consultants. We do not offer solutions that have not been tested with real markets and customers.
yellow color in the "Marketing Objectives" section highlights target markets or customer groups that are considered secondary.

Marketing Goals

Source: Analytical Marketing Agency

5. Secondary target markets are secondary in order to limit them in human and financial resources compared to priority ones.

You can't embrace the vast, or as we like to say, you can't do a little of everything! Unfortunately, the reality is that no manager or entrepreneur ever follows this principle. Most often they do the exact opposite and consider it a blessing. Because of this, we have to constantly check the compliance of the client's decisions with this principle.

"yellow"Target client groups were recognized as secondary according to the test results. Certain difficulties appeared with them, which were expressed in low shares of positive attitude and potential sales regarding awareness. These were problems associated with identifying and reaching out to decision makers, with reporting to them important information about the company and products, with forecasting the level of average purchases and sales in general, price pressure (market traders working with cheap Chinese products), with some seasonality in purchases, with the difficulty of ranking marketing and communication tools, etc.

All this in general increased the costs of promotion in these target markets. Therefore, in accordance with the "golden rule" of business - "don't do a little of everything"- a decision was made to limit activity in relation to them at this stage, and the main task of communications was their primary awareness of the positioning of the company and products. The mailing list of a specially designed informative booklet was chosen as the main means of communication. Therefore, the forecasts of concluded contracts or potential sales in this case were approximate and were not of great interest, since they did not plan a significant contribution to sales on their part.

While with respect to the main green"Target markets forecasts turned out to be quite reliable, and due to them it was supposed to receive more than 80-90% of all planned sales. Contacts with their representatives were made in full and specific agreements on deliveries were reached.

6. Ranking of means of communication according to the principle "Price - Effect"

Human psychology tends to trust and pay great attention to the most expensive things and means to achieve goals. Therefore, in our case, expensive and other paid types of advertising were deemed inappropriate until the available and free marketing tools were exhausted. The purpose of the sale was doubling current sales volumes, and the marketing plan budget is estimated at 1010 USD according to the exchange rate prevailing at the time. Tellingly, less than half of them actually achieved sales targets.

We specifically focus on the negligible amount of the marketing budget to emphasize the fact that big money does not always solve the problem of achieving the sales goal. There is always an opportunity to achieve a lot using the simplest and most cost-effective methods based on analytics and market research. In this case, the very fact of being represented in a large network makes huge advertising costs for promotion redundant and allows you to reach, among other things, numerous minor groups of customers. Selling to large customers automatically attracts smaller customers. Another thing is that serving large customers is a special art and requires constant focused efforts. For example, this manifests itself in working with, the standards of which, as our practice has shown, are not able to withstand a significant part of Russian manufacturers in the light industry or food production. And this is despite the fact that only German retail is able to surpass all Russian sales of an individual company, not to mention the profit margin that is incomparable compared to the domestic market.

From the point of view of BCI demonstration, this project was not very successful due to the described artificial limitations. But the goal of a marketing plan is not to master the budget, but to get a result that is qualitatively different from the current one. Therefore, the set of selected tools for target markets can be expanded in the future with greater efficiency than at the moment. On the whole, it can be noted that in a country where one federal channel easily replaces all possible BCIs, it is not so easy to show such examples.

Marketing Communications Goals, Marketing Means and Budget

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From this article you will learn:

Why is it needed
How long to make it
How to develop a company marketing plan
How to do it quickly in half an hour
What mistakes should be avoided

Modern enterprises are constantly in a state of competition with each other. The one who is weaker because of an illiterately developed marketing plan loses. A company's marketing plan is important as it helps take sales to the next level. Let's figure out together how to compose it and what strategy is better to apply.

What is a company marketing plan

The leaders of modern enterprises in a competitive environment are faced with questions on which the future of the company often depends. How to develop further, what mechanisms to use to reduce costs, where to look for and attract potential consumers, what marketing techniques to use to increase profits?

With the correct, competent and effective construction of the plan, you can easily find answers to these and other questions.

A company's marketing plan is a brief description of an algorithm that allows you to quickly find solutions to important production problems. Moreover, this document clearly indicates the timeframes and strategies. It could be one year, two or three.

The company's marketing plan is drawn up as a separate document. Together with financial and production plans, it is included in the strategic business plan of the company. With their help, it is easy to build a general line for the development of the enterprise.

To develop the document, the results of previous studies, data on the study of economic niches in which the enterprise operates are used. Additionally, resources and consumers are analyzed to determine the main goals and objectives. Be sure to indicate the period during which the desired results, indicated earlier, are achieved.

Why is a company marketing plan necessary?

We think this is understandable. The main objectives of this document include the following.

A company's marketing plan will help determine its profitability.

Therefore, it is necessary to use terms that everyone will understand - from the manager to the junior staff. This must be taken into account so that the work of all employees is as productive as possible.

For greater productivity, you need to consider how the system works.

From the document it will be clear which department of the company needs to be strengthened and which should be closed. It is important to describe each item in detail and accurately.

The marketing plan clearly sets goals and defines methods to achieve them.

It is important to have an additional document if the first does not justify itself.

The main purpose of the document is to coordinate the actions of the personnel (workers, employees) and the management (management) of the company.

Thanks to this, the actions of the company's employees will be clear, each of the employees will be well aware of their job responsibilities and perform them.

If the company is large, then the document is developed every year. In order to have a result, specific terms must be indicated, which depend on the size of the company, the scope of its activities.

Typically, the document is drawn up for a period of three to six years and is annually adjusted, the data is adjusted, and changed taking into account new market conditions. After revision, a company's marketing plan is often rewritten.

If the company is small, then according to research conducted in 2017, effective search or SEO marketing is used. It is usually used to promote goods and services on the Internet, along with contextual advertising and SMM.

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Large companies work according to a different scheme, they prefer to use advertising in the media (newspapers, magazines), on television, radio.

The frequency of reviewing the marketing plan for small businesses depends on demand, activity needs, which can be determined independently using a SWOT analysis.

Other tactics, goals and methods of promotion can be chosen. As soon as global changes occur in the market, the company most often adjusts the positioning of the product, service, which means that the entire marketing plan is reworked.

Sample video on developing a marketing plan

Let's look at an example. Company N produces premium baby food. In the early years, it was known only to a narrow circle of consumers. This means that the main task of the marketing department is to increase brand awareness. This will definitely be highlighted in the marketing plan of the enterprise.

In a year, when awareness grows, the assortment expands, the document will indicate specific deadlines for holding promotions, a section will appear in which you need to clearly describe advertising campaigns.

The ultimate goal of a marketing plan is to continuously increase the company's profits.

Many businessmen often forget that marketers cannot decide everything themselves. They do not produce and sell goods and do not provide services, do not work with customers, partners. Therefore, it is important to consider all departments of the company and strengthen the interaction within it in order to constantly increase profits.

All members of the workforce must participate in the implementation of the marketing plan. If this does not happen, all your undertakings will remain on paper, time and effort will be wasted.

All goals must be fixed, fixed with specific dates, by which you can then check the exact deadlines. It might look like this:

expansion, optimization of the customer base by (date) by (%);
development of a strategy to increase sales by (date) in (times);
increase in brand awareness among consumers, target audience by (date) by (%);
expansion or formation of a new partner and dealer network by (date) by (quantity).

What is the structure of the company's marketing plan

The company's marketing plan consists of several sections.

1. Executive summary (introduction for management) is the first, introductory, section of the document. It indicates a list of tasks, the main goals of the company, its mission and the problems that the business is solving at the time of writing the marketing plan.

2. Evaluation of the company's activities at the current moment. This section clearly highlights the following points:

Described main segments of the target audience.
market analysis , including the legal framework, suppliers, forecasts and prospects, features of the industry in which the company operates;
internal audit, during which the moments hindering the development of the enterprise, as well as mechanisms that can improve the situation, are identified;
results of a previous SWOT analysis . At the same time, they evaluate the positive and negative factors that will affect your business;
competitive advantages . This is what you are able to offer your business partners, potential customers. Based on the results obtained, you will be able to effectively promote a product or service.

3. Quantitative and qualitative analysis of your company's competitors. Here you need to describe the development strategy of your competitors, analyze the assortment, prices, their promotion methods, and the features of working with clients.

You can use the services of a "mystery shopper". This will allow you to draw conclusions to improve the further development of your business.

4. Development of a commodity strategy for your company. You analyze the product portfolio, sales, consumption volumes and draw conclusions, form recommendations for expanding the business. If necessary, evaluate the product line and the main production technologies.

5. Strategy development. It is necessary to describe the main directions of marketing of your company, how the trademark and the company as a whole are positioned.

Specify measures for working with clients, events that are carried out to attract new business partners, to strengthen the company's position in the market for goods and services. Analyze internal marketing and how you will serve your customers.

6. Analytics. Using special data, analyze and describe external and internal situations (on the market and in the company), possible risks that need to be taken into account in future activities.

You plan and carry out the collection of information, prepare analytical materials, think over measures that can be used in specific situations. Monitor competitors, publicity, market research and describe how it all is implemented in practice.

7 Action plan. Analysis and inclusion in the company's work plan of the activities necessary to achieve the goals that you set for yourself and the employees of the company. It is better if this is a table in which you enter the actions taken to promote a product or service, as well as fix the deadlines, indicate those responsible, etc.

8. Finance. Analyze the main indicators, draw conclusions. They will help you predict sales, see and evaluate incremental costs. Include sales dynamics in the document, break it down by customers, market segments, groups of goods (services), regions.

Be sure to analyze the main indicators of expenses, group them so that later they can be used to draw conclusions on improving sales and the marketing plan as a whole.

9. Implementation of control. This is the last section of your plan. It spells out in detail the main mechanisms and control tools with an exact indication of which divisions of your company will carry out a particular item.

This section can include reports, key metrics, and milestones to help draw conclusions.

10. Applications. In this part of the document there will be graphs, tables, analysis of certain provisions of the marketing plan. This way you can track the progress of your business.

As you can see, all elements of the marketing plan are systematized into a list that meets certain areas of activity. This helps to solve specific problems, eliminate problematic issues, etc.

Bank marketing plan example

Step-by-step development of a marketing plan for a company

The development of a company's marketing plan consists of several stages. Almost all of them are mandatory.

Planning phase	Description
Analysis of the market for goods or services	No matter how hard we try, we still will not be aware of everything that happens on the market for goods and services. Study the trends. Perhaps those of them that operate on the market today will create competition for you tomorrow. You need to be alert. Study the habits of future and current customers, what has changed in them, their attitude to the quality of goods and services, their cost.
Product Analysis	Be as honest as possible. Remember that consumers will compare your products with competitors. Highlight the disadvantages and advantages. Evaluate the product, whether it is expensive or, conversely, cheap, simple or complex, high-quality or not. Try to understand why customers like the product and what needs to be done to make them buy it.
The target audience	It will be great if you get to know the target audience better. If not, analyze regular customers and draw conclusions about how they are configured for your products or services. Knowing the target audience is the first step to successful product positioning.
Positioning features and main advantages of your product	This point is similar to the second stage, but by turning on the imagination, you can bring your product or service to the ideal. Think about how to make the product more attractive in appearance, improve the composition, if possible.
Strategic planning	Having dealt with competitors, take care of the positioning of the product (product). So you will begin to understand how to act and develop an effective promotion strategy. Consider the assortment and how it can be improved, expanded, promoted. Decide which ad is better to choose and predict the possible results.
Drawing up a plan for 1-5 years (depending on the scale)	After receiving all the necessary information, you can paint the strategy for months. Be sure to include the date and month.

Development of a marketing plan according to the SOSTAC model

The SOSTAC structure was established in the 1990s. She is quite reputable and has an excellent reputation. Beginning businessmen and international companies take it as a basis to draw up a marketing plan.

The SOSTAC marketing plan consists of a number of steps.

Stage 1. Analysis of a specific situation

Analyzing the current situation, it is necessary to show the overall picture of the project. For this, the following questions are being worked out:

Who are your current clients? Create a detailed portrait of your target audience.
Based on the conducted SWOT analysis, draw conclusions about your strengths and weaknesses, possible threats to the company.
Analyze competitors. Who are they? On what basis do they compete with you? It could be a product, its price, better customer service, or a different reputation than yours. How exactly do you differ from each other?
Make a detailed list of channels that you can use to attract customers. Check the ones that will be the most successful for you. Separate those who perform well from those who perform poorly.

Only after that you will be able to see your potential customers, evaluate their motivation for purchases. Alternatively, you can make a portrait of the client. This will help you get to know your audience better. To do this, you can use the data obtained by the current CRM system after analyzing the history of orders.

From the information collected by your CRM system, you will be able to:

understand your ratio of male to female clients;
evaluate profiles based on age, average age and see if it is possible to create categories;
find out data about the location of your customers, their addresses, what percentage lives in your region;
study the history of successful purchases and create an overall picture, evaluate the average order, figure out how products differ in volume, color, size from the competition;
figure out how your customers prefer to pay upon receipt - by cards or cash; how often orders are placed and purchases are made.

With this information, you can proceed to the next step where we will collect information related to your company.

Let's look at a specific example. We have data about the target audience. Now let's take two avatars for a virtual online store that sells t-shirts.

Avatar A - Maxim

Maxim is a master of his craft, he is 26 years old, he lives alone, rents a one-room apartment in the center of Moscow, is not married, has a high income level, as for the capital. The guy is passionate about football and often supports his sports club. Every year he buys a new colored T-shirt with the logo of his team fan. He does it over the Internet.

It is convenient and comfortable for Maxim to place orders via the Web. He often communicates with friends and acquaintances via social networks, regularly follows the news from the world of domestic and world football, and does not mind getting acquainted with new paraphernalia.

The World Cup is coming soon, and this will provide an opportunity to present a new collection of T-shirts for football fans. Therefore, XXX company can contact Maxim and offer not only a T-shirt of an admirer of his favorite team, but also a unique international T-shirt of an active fan.

How will Maxim interact with your online store? It could be the following diagram.

Maxim gets acquainted with the latest news about the World Cup in a fashion blog. He notices that the company is offering to take part in a promotion - order a T-shirt with a logo dedicated to the championship at 10% cheaper. To do this, he needs to follow the link to the website of the online store.

Maxim makes a transition and gets to the site of the XXX online store. Here he is offered a large selection of quality T-shirts, which he can order with a 10% discount. Maxim chooses a T-shirt of the color, pattern, size he needs, and then completes the purchase by paying for it with a credit/debit card.

Avatar B - Margarita

Margarita is a professional in her field, she is 33 years old, the girl is in a relationship. Margarita follows the fashion world and tries to place orders through the online store.

And her young man, a fan of the football team and the local club, also likes to keep up with sports fashion. He buys jerseys from his team's fans every year.

The World Cup is coming soon, and Margarita knows about it. She, too, can become a customer of the XXX online store. A girl can buy a T-shirt for both herself and her boyfriend - together they are going to support the football team in the championship.

An example scenario of Margarita's interaction with an online store: a potential client received an email with an offer from an online store. This newsletter contains an online advertisement of a company that offers to order a T-shirt with the symbols of the championship using a promo code.

Margarita understands that this is a chance to give her beloved boyfriend a T-shirt, buy the same one for herself and save money. The girl goes to the website of the online store. To get information, she calls the support service and places an order over the phone.

To successfully promote an online store, you need to create two or three customer avatars for a separate group of products that have similar properties.

Stage 2. Goal setting

This part of the marketing plan should focus on your goals, which should be as specific as possible. Goals should be in line with the following:

concreteness. Select the indicators that you will focus on.
measurability. Decide how you will evaluate the effectiveness, exercise control.
Reachability. How and when can you reach your goal?
Realism or Valence. It takes into account what marketing tools you will use.
Time limitation. See if the time is clearly indicated.

Continuing with the example of an online store selling t-shirts, the goals might be:

Interaction: it is necessary to increase the number (flow) of customers by 50% by March 2018.
attraction. The goal is to increase your brand awareness. Tracking with Google Analytics. Date: March - July 2018.
Interaction. The mailing of letters is increasing systematically: previously they sent one letter per quarter, now one letter per week, starting from April 2018 to July 2018.

Stage 3. Strategy for achieving goals

Your strategy should indicate that you are ready to achieve your goals.

Goal 1. Increase your brand awareness. Tracking with Google Analytics. Date: March - August 2018.

You should maximize the presence of your brand (product or service) in fan-oriented places online:

Determine a cost-effective way to market.
Are there any customers on these online platforms?
Where exactly can you get the attention of potential customers?

You can achieve your goal only when you study competitive companies, so you understand what basic tools they prefer.

Goal 2. Engagement: Need to increase existing customer flow by 50% by April 2019.

Here you should carefully analyze the existing customer base and identify what each of its representatives prefers.

Goal 3. The frequency of emails is steadily increasing. Previously, they sent a letter in 3-4 months, now in 7-10 days, starting from April to July 2018.

By answering the questions below, you will determine the frequency of sending emails:

How does the company currently interact with subscribers?
Who are your competitors and how do they send mailings?

Stage 4. Tactics for achieving goals

Here you need to consider the main tools that will help you achieve the goals of your marketing plan. There may be several tactics.

Suppose you have chosen methods such as SEO optimization, contextual advertising, and email marketing. Let's consider them in detail.

During the analysis, key shortcomings were identified - a small budget for marketing and research within its framework. To determine the direction of marketing forces, it is necessary to analyze the requests for a specific product, in our case, T-shirts with the logos of football clubs.

The second tactic is focused on contextual advertising, that is, on payment for clicks made. Having determined the keywords, you will understand how much budget you need to allocate for contextual advertising.

The third tactic is email marketing.

You must develop a mailing strategy so that your customers receive emails regularly. The main purpose of the message is to make potential customers go to your site and order a product or use a service.

Stage 5. Active actions

At this stage, you embody what you have worked out into reality. It is important to re-examine the goals carefully in order to follow them.

Plan of exemplary active actions.

SEO.

We analyze key queries. We optimize the main pages for keywords for better ranking of site pages by Yandex and Google search engines. Regularly (once every 2-3 days) we publish content. We create a reference mass. We place information on other sites.

Contextual advertising.

Based on the analysis and processing of requests, we analyze the approximate traffic. We determine the budget and the main pages of the site (target) to which people will come for key queries.

Email marketing.

First, we create a script for letters that your subscribers will receive. We analyze the involvement of recipients in the mailing list, profitability.

Stage 6. Control of the received results

This is the last step that will help you evaluate the previously announced goals. This analysis will allow you to draw conclusions - whether you are acting correctly.

Shortest company marketing plan

The shortest but most useful marketing plan for a company was created by Kelly Odel. It is suitable for any, even the newest idea, product or service. It is enough to fill in the table, and you will immediately see the big picture, including the future, which will help you draw a conclusion about the prospects for business development.

3 Common Mistakes in Developing a Company Marketing Plan

In organizational terms, marketing is understood as a set of all actions aimed at supporting and developing the core business of the company (3). This determines its technological structure: execution, collection and evaluation of the necessary information; substantiation and adoption of optimal management decisions; coordinating influence on various aspects of the company's activities.

With regard to the problems of project management, the traditional composition of marketing tasks is somewhat specific. Therefore, further those of its aspects that most affect the effectiveness of the project are considered (see Fig. 24.5.1, 24.5.2, 24.5.3).

We highlight the following tasks as priorities:

1. determination of the project product market, which the enterprise (company) can count on;

2. competitive advantages of the products of the project and the enterprise (company);

4. forecast of sales volumes (production program) and its provision with the necessary resources.

Marketing activities are carried out throughout the entire life cycle of the project - in the pre-investment, investment and operational phases.

Purpose of marketing study in the pre-investment phase project - the formation of a sales program for the future product, a program of marketing activities, as well as a program of expenses related to marketing. Achieving this goal is possible in the course of a series of successive measures, which include:

1. marketing research;

2. development of the project strategy;

3. formation of the concept of marketing;

4. marketing program;

5. sales program;

6. marketing spending program.

Marketing activities in the investment and operational phases The project is carried out as part of a marketing plan and is mainly reduced to a combination (depending on the specific conditions and the results of periodically conducted market research) of the main components of marketing:

1. product activities;

2. pricing policy;

3. promotional activities;

4. Sales activities

the listed activities constitute the essence of the most important section of any investment project (Investment Feasibility Study, Business Plan), called the "Marketing Plan". The purpose of this section is to explain how the proposed business intends to influence and respond to the market environment in order to sell the product (see also Chapter 5).

INNOVATIVE PROJECTS

innovation activity (ID) - a type of activity (10) associated with the transformation of scientific research and development or other scientific and technological achievements into a new or improved product introduced on the market, into a new improved technological process used in practice, or into a new approach to social services (Fig. 24.6.1).

There are the following types of innovations:

1. technological;

2. creation of a new market;

3. development of a new source of supply of raw materials or semi-finished products;

4. reorganization of the management system.

Basic forms technology transfer (TT) are:

1. transfer of patents for inventions;

2. patent licensing;

3. trade in free inventions;

4. transfer of technical documentation;

5. know-how transfer;

6. transfer of technological information related to the acquisition or lease (leasing) of equipment and machinery;

7. information exchange in personal contacts at seminars, symposiums, exhibitions, etc.;

8. engineering;

9. research and development in the exchange of scientists and specialists;

10. joint research and development by various firms;

11. organization of joint production;

12. organization of joint ventures.

For an investor, the perception of innovation occurs through the prism of an investment project, which is an organizational and financial plan for promoting innovation (Table 24.6.1.).

There are two methods of promoting innovation - "vertical" and "horizontal".

At vertical method, the entire innovation cycle is concentrated in one organization with the transfer of results achieved at individual stages of ID from the unit

ID stages	Phases of the investment project
Name	Content
Scientific research and development	Pre-investment phase	Opportunity study Supply study Feasibility study (FS) Preparing an appraisal report
	Investment phase (project implementation phase)	Establishing the legal, financial and organizational framework for the implementation of the project Negotiating, tendering and contracting
Acquisition of intangible technology (patents, licenses, disclosure of know-how, trademarks, designs, models and technological content services)		Acquisition and transfer of technology, including major design work
Instrumental preparation and organization of production; acquisition of embodied technology (machines, equipment)		Acquisition of land, construction and installation of equipment
Marketing of new products: - preliminary market research; - Product adaptation. Advertising campaign Creation of product distribution networks		Pre-production marketing, including supply chain and company management
Personnel training, production start-up		Recruitment and training of personnel Commissioning and start-up of the enterprise
	Operational phase	Eliminate production failures Increase productivity and labor quality Expand production Modernize production
New Product Marketing - Preliminary Market Research		Strategic Market Research

to the division. However, the applicability of this method is very limited - either the organization itself must be a powerful concern that unites all types of departments, industries and services (for example, the Volvo concern, which does not even let go of the supply of its auto repair shops), or the enterprise must develop and produce a narrow range of very specific products that do not contain heterogeneous constituents (for example, new chemical or pharmacological materials).

Horizontal method - a method of partnership and cooperation, in which the leading enterprise is the organizer of innovations, and the functions of creating and promoting innovative products are distributed among the participants.

In Russia, TT capabilities are based on the presence and types of technological innovation actors (TIAs), taking into account the legacy of infrastructure from the Soviet period (Table 24.6.2).

Distinguish transfer non-commercial and commercial.

As objects non-commercial transfer free scientific and technical information acts: scientific, technical and educational literature, reference books, reviews, standards, patent descriptions, catalogs, brochures, etc.

Table 24.6.2. Classification of TID subjects
TID subjects
Organization type	Primary activity	Strengths	Weak sides	Optimal application
RAS organizations	Fundamental non-following (FI)
Universities	FI and applied research and development (IR)
Large defense research institutes and design bureaus	IR
	teed
Innovative technology centers (ITC) based on conversion enterprises	TID support
<рупные про- мышлен-ные предприятия
firms tightO6y4aiouwe

Objects commercial transfer are objects of industrial property (patents for inventions, certificates for industrial designs and for utility models), with the exception of trademarks, service marks and commercial names, if they are not part of technology transfer transactions.

They finance innovative projects: with their own or borrowed funds, on the basis of royalties (annual deductions), services of risk capital banks, eg. technology exchanges, through joint ventures.

The main forms of technology transfer are: transfer of licenses, transfer of "know-how", engineering, industrial cooperation, joint ventures, technical assistance (including from international organizations such as UPIDO, EBRD).

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