The Plan of Marketing
Nowadays marketing is a tool that all industralist must know. Without a doubt, all the companies of one or the other form use marketing techniques, even, without knowing it.
Definitions of marketing there are many, we can find ample information in the Wikipedia.
Traditionally it is spoken of which it consists of 4 variables, the “4 calls pes” and that are:
Product policies (in English Product)
Policies of Price (Price)
Policies of Distribution (It pleases)
Policies of Promotion (Promotion)
Marketing consists of the perfect combination of the 4 P´s of such form that forms a coordinated set.
The marketing plan must serve to operate the competitive opportunity of business and advantages associated that our project of has.
The basic strategies to follow:
Strategy of prices
One is due to fix the prices of commercialization of the product or service comparing them with those of the competition. We will have to quantify the gross margin and to calculate if this margin can support the different types from costs and, therefore, to generate a benefit for our company.
If our products or services are economic than those of the competition, it will be due to explain in the Plan of Company, alluding to a greater efficiency in the production, inferiors labor costs, smaller costs of distribution etc.
If the costs were majors, would be necessary to justify the surcharge in terms of newness, quality, guarantee, benefits, service, new applied technologies, etc.
Policy of sales
It is necessary to describe the composition, form of hiring and qualification of the force of sales (commercial and representing), as much at the beginning as in the medium and long term.
Later we will detail to the policy of commercial margins and promotional measures offered to distributers, representatives and retailers, and to face it which the competition does. We will make a prospection of the sales considered by each representative or member of the force of sales, the incentives by volumes or objectives and the total costs of the commercialization activity, as well as the coefficient with respect to the considered total invoicing.
also we will consider the periods of collections to clients (credit) and other promotional activities such as discounts, advance payments, rappels, etc.Promotion and publicity
The marketing plan has to describe the formulas that are going away to use to attract the potential clients. It is important to elaborate a means plan that picks up the promotional measures which it thinks to incur, such as mailings, presentations in fairs, articles and announcements in specialized magazines, etc.
Channels of distribution
It is important to study as they will be the channels of distribution to use, the policy of discounts and margins to the same, the importance of the costs of distribution with respect to the commercialization costs and the possibilities of export doing reference to the international distribution, transport, insurances, collections to international clients, etc.
Post-sales service and guarantee
The importance is due to quantify that stops the potential client has counting on such services. Type has to specify of guarantee that is offered, his duration temporary, who will be in charge of the post-sales service and the costs which she is incurred, and to compare them with the supplied thing by the competition.
