Marketing Plan Writing Methods
Posted: Mon Jan 20, 2025 4:27 am
The classification of marketing plans is formal. The final choice depends on the company.
4P+4W h3
The plan combines the concepts of marketing (4P) and business (4W):
4P – Product +Place + Promotion +Price – product characteristics, place of sale, promotion format and cost. Experts also suggest taking into account two more P in the concept: People – people who influence the product; Physical Evidence – the environment in which the buyer is located when making a transaction.
Model 4P
4W – What + When +Who +Why – what, when, who and why.
The idea is to break 99 acres database down the 4P components into 4W parameters:
Product – what it is, when it will go on sale, who will buy it and why (what problems can it solve).
Price – how much is it being sold for, will the price change in the near future, are there discounts for certain categories of buyers, why is it necessary to pay exactly that much.
Place of sale – where you can buy, why these places attract consumers.
Promotion – what type of advertising to use, when to start and end, how to organize promotions for different types of clients, why this particular format.
SOSTAC
This abbreviation includes the following concepts:
Situation Analysis – analysis of the current situation: valuable commercial proposition, market advantages, resources, implementation methods, profit, customers.
Objectives – goals that were set. For example, to achieve a 15% increase in the number of clients within 6 months.
Strategy – a strategy for achieving a goal. It is formed by dividing the goal into tasks. For example, to increase the value of clients, you need to create questionnaires to study them, then send them out, evaluate the results and make personal offers.
Tactics – a set of tools. Online promotion uses services for mailings, website analysis, research of requests and target audiences, etc.
Action – a set of actions for the step-by-step implementation of a goal. For example, launch a campaign to attract social media users and organize a webinar.
Control – defining the performance indicators of the work performed. For example, how many times the company was mentioned in social networks, what percentage of webinar viewers purchased the program, how many people subscribed to the mailing list.
Stages of developing a marketing plan using the SOSTAC model
4P+4W h3
The plan combines the concepts of marketing (4P) and business (4W):
4P – Product +Place + Promotion +Price – product characteristics, place of sale, promotion format and cost. Experts also suggest taking into account two more P in the concept: People – people who influence the product; Physical Evidence – the environment in which the buyer is located when making a transaction.
Model 4P
4W – What + When +Who +Why – what, when, who and why.
The idea is to break 99 acres database down the 4P components into 4W parameters:
Product – what it is, when it will go on sale, who will buy it and why (what problems can it solve).
Price – how much is it being sold for, will the price change in the near future, are there discounts for certain categories of buyers, why is it necessary to pay exactly that much.
Place of sale – where you can buy, why these places attract consumers.
Promotion – what type of advertising to use, when to start and end, how to organize promotions for different types of clients, why this particular format.
SOSTAC
This abbreviation includes the following concepts:
Situation Analysis – analysis of the current situation: valuable commercial proposition, market advantages, resources, implementation methods, profit, customers.
Objectives – goals that were set. For example, to achieve a 15% increase in the number of clients within 6 months.
Strategy – a strategy for achieving a goal. It is formed by dividing the goal into tasks. For example, to increase the value of clients, you need to create questionnaires to study them, then send them out, evaluate the results and make personal offers.
Tactics – a set of tools. Online promotion uses services for mailings, website analysis, research of requests and target audiences, etc.
Action – a set of actions for the step-by-step implementation of a goal. For example, launch a campaign to attract social media users and organize a webinar.
Control – defining the performance indicators of the work performed. For example, how many times the company was mentioned in social networks, what percentage of webinar viewers purchased the program, how many people subscribed to the mailing list.
Stages of developing a marketing plan using the SOSTAC model