The Marketing Plan

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The Marketing Plan

• If you fail to plan, then you plan to fail

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Marketing Plan Example

• Analyse customers according to age, sex,
  occupation, income and location
• Example
• Wedding Photography Business
• Age of customers 20-35
• Sex Male female
• Income Varies from low to high
• Location Near outer suburbs growth areas

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Marketing Plan Example

• Wedding Photography Business
• How to we promote the business?
• Direct mail?
• Radio?
• Leaflets in shops in local shopping centres?
• Presentations?
• Telephone contact?
• Yellow pages?
• Cost each one consider what impact they may
  have on reaching your sales targets

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Marketing Plan Example

• Direct mail?
• Radio?
• Leaflets in shops in local shopping centres?
• Presentations?
• Telephone contact?
• Yellow pages?
• Some can be trialed to establish their value.
• Spending big money on promotion or advertising
• doesnt necessarily equate to more customers.
• For example
• A Yellow Pages listing with internet listing may
  cost
• 20,000 for 12 months. What return can you get
  from this?

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Conclusions 1

• Conclude your Marketing Plan with a
• plan that summarises your market analysis
• and proposed methods of promotion.
• For example
• I will spend 10 of my income on advertising
• I will leaflet drop 2000 local houses in this
  area in the next 12 months.
• I will focus on 23-35 year old professional
  people by advertising on radio

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SWOT Analysis 1

• For example
• Strengths
• 1. Excellent skill knowledge in photography
• 2. Own good equipment
• 3. Have secured and excellent location for the
  studio
• 4. Already have a customer base
• Weaknesses
• Seasonal fluctuation in sales, pressure on cash
  flow
• Need more training in lighting on location
• Dont have and need a home base/studio
• Need to upgrade to Apple OS 10.5, Photoshop CS3
  and Adobe Lightroom

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SWOT Analysis 2

• For example
• Opportunities
• 1. Invitation to join member group to share
  information
• 2. Growing interest in wedding photography
  based on research
• 3. Improve your web site for clients to book
  pay onlline
• Threats
• Competitor offers a similar product or service at
  cheaper rates
• Studio lease is only 12 months, non renewable
• May not be able to secure insurance

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