Posts Tagged ‘designing your marketing plan’

Product – One of the Elements of a Well-Conceived Marketing Matrix

April 19, 2010 2 comments

In creating a marketing plan, you must first be absolutely clear about your Product (or service). Exactly what do you sell?

A common mistake made by many businesses is to define their Product in terms of what it is. “We manufacture photocopying equipment” or “We specialise in the sale of computers and related products” or “We offer a wide array of legal services.” or “We sell women’s clothing.” But people do not decide to purchase from you based on what you are selling but rather what your Product will do for them. First, they must have a perceived need. Second, they must be convinced that your Product will fill this need more easily and/or economically than that offered by your competitors.

Ask yourself this question: “What need is satisfied by my Product?” Stated differently, you might ask, “What problem does my Product solve?” or, “What pain does my Product remove?”

Always define your Product in terms of the benefits it offers the consumer. The most beautifully designed Product, the most brilliantly crafted service, will sell only if it fills a perceived need.


Marketing Plan – 7 Elements of a Well-Conceived Marketing Matrix

April 11, 2010 Leave a comment

Without a prospect, there can be no sale. A well conceived marketing plan is the way you attract prospects. There are seven basic elements to be taken into account when designing your marketing plan:

1. Product
2. Price
3. People
4. Promotion
5. Packaging
6. Positioning
7. Place

These seven elements are universal; they are applicable in every industry and every business. They are also closely intertwined. A single change in one can change your sales and your profitability dramatically.