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2.
Purpose and Mission

3.
Situational Analysis
4.
Marketing Strategy and Objectives
5.
Tactical Programs
6.
Budgets, Performance Analysis and Implementation
7.
Additional Consideration

 
j


 

  
 


 

In order to get your marketing efforts off to the right start, you must first fully
understand the strategic goals of your company or organization. All good marketing
plans begin with a comprehensive and intimate understanding of the goals of the
company. You will also be well served to review the vision and mission of the
organization. All of your marketing efforts should fully support these goals and
every marketing strategy and tactic should be designed with these goals kept firmly
in mind.

The first step in creating a marketing plan

Marketing plans must be based upon the goals laid out in the business plan so a
thorough review and understanding of the company's business plan is the first step
in created a marketing plan.

Once you understand the strategic goals of the company, as a successful marketer
you will also fully understand the benefits of the products and services you offer.
You will also understand who can benefit from those products and services and how
you will sell and deliver those products and services to them profitably. You will
also seek to uncover and explore strategic opportunities that will help your business
grow and increase profitability through the delivery of superior products and
services to an audience that will benefit from them.

Once you have a strategy that describes your company's products or services and
how your market will benefit from them, then you can create a marketing plan that
will enable you to communicate with your market, sell your product or service, and
reach your organization's strategic goals. You may choose to include tactics for
uncovering new strategic opportunities that exist.

The marketing plan is the foundation for all your marketing efforts.

¢ mmunicati ns strategy and measurement

Critical to your marketing plan is an understanding of how people will benefit from
a relationship with you so your plan must include a clear communication strategy to
let people in your target market know how they will benefit from your products and
services. You will also identify ways to quantify and measure your plan so you
know not only if your plan is working but how well it is working.
Traditionally, marketers have talked about and taught "The Four P's of Marketing".
They were: ›r duct, ›lace, ›rice, and ›r m ti n. It is these things, it was felt,
that must be addressed in order to succeed in marketing.

In my opinion these "Four P's" were lacking a very important element and were too
inward looking. What about the people we are trying to serve?

The 5 › s f Marketing

Your marketing plan should address the 5 P's of Marketing: ›
 , ›rice, ›r duct,
›r m ti n, and ›lace. If you do not start by keeping people foremost in mind you
are bound to fail. After all, when we talk about markets we are really talking about
people and when we create marketing plans we are designing ways to effectively
communicate with people.

Of course, just to keep things interesting, some feel that the "P's of marketing"--be
there 4 or 5-- is an outdated concept and that the P's should be replaced by C's.

¢ s f marketing:

r
¢ust mer s luti n

r
¢ust mer c st
r
¢ nvenience
r
¢ mmunicati n
Oource: Kotler, Philip and Armstrong, Gary, Principles of
Marketing, 9th Editions, Prentice Hall, 2001.

No matter what letters you choose, marketing involves addressing all of these key
areas.

Below is an outline of a marketing plan that addresses the essential points of

concern along with a brief discussion of each component in the plan. Keep in mind
that every marketing plan is different but each of the below components should be
discussed in your plan.

Ê


  


verview
Your overview will be a brief description of your plan, what your goals are,
the assumptions implicit in the plan, and the major actions you'll take to
achieve your marketing goals. This will give the reader a short preview or
synopsis so they at least have a general understanding of what your plan is
trying to accomplish and why.
Ser la opcion nuemro 1 entre los estudiantes de snacks

Ser la primera alternativa de snacks y bebidas dulces para estudiantes.

Make giving energy to the students.

Our business focus on the needs of students , being the first option for
students to buy snacks and drinks in order to give them energy to fulfill
their daily tasks .

¢ mpany Visi n r Missi n Statement

This section will discuss the philosophy of your business, who you wish to
serve, why you wish to serve them, and the manner in which you will
conduct business. The Vision or Summary describes why you are in
business in the first place.

bjectives
This section will discuss the major marketing objectives you will
accomplish through your plan in quantifiable terms along with a discussion
of your budget and the major actions or marketing initiatives you will
undertake to accomplish those objectives.

A Discussi n f Y ur Market
This section talks about the identified needs of identifiable groups of people
and how your products and services meet those needs. The more you know
about the people you hope to serve and the better your market research
("people research"), the better your plan will be.

Market Segments, Market Segmentati n Strategy, Discussi n f Needs

and Requirements
This section will analyze your overall market and discuss the identified sub-
groups of people within based upon their different needs and wants. You can
probably never understand too much about the needs and requirements of
your market and they are likely to be very diverse so the more you can
segment your market and understand the unique needs and wants the better.

Sales G al
An identified sales goal. It is impossible to create a successful plan if you do
not know what the goal is. You should also set sales goals within each
market segment and among each of your product lines.
›r duct Definiti n
A full discussion of each of your products and services and how each
uniquely meets the needs and wants of your market. What are you selling?
What is unique about it? Why would anyone buy it?

¢ mmunicati ns Strategy
Thus far your plan has talked about what you need to do. Now your plan
must discuss how you will do it. This section will also discuss how you plan
to reach and communicate with each of your market segments and how you
will treat each differently. Discuss how you will position your company
based upon your nique Selling ›r p siti n. Your Unique Selling
Proposition is what you do that is different than anyone else and the single
most important reason you are different than any other company. Your
Unique Selling Proposition is how you will differentiate yourself from your
competition.

Distributi n ¢hannels
A full discussion and examination of how you will deliver your products and
services to your customers. It would be a good idea to understand your
customers' preferred delivery method and try to base your distribution on
that model.

¢ mpetitive Analysis
A full and complete analysis and discussion of your competition. Who are
they? What do they do? How do they do it? What are their strengths? What
are their vulnerabilities? Who are their customers? Why do their customers
buy from them?

A Tactical ›lan
A detailed plan of all the communications channels you will use and all the
marketing communications tools you will use. In other words, carefully
consider how you will communicate with your market. Just some of the
marketing tactics you might wish to include are: print advertising, Public
Relations, publicity, direct marketing, direct mail, trade show exhibiting,
Web and Internet marketing, outdoor advertising, and sponsorships. I'll talk
some more about some of these tactics on the next few pages and show you
examples from actual projects I've done.

Expense Budget
A delineation of marketing communications tactics you will use and budgets
for each of them. You have to know how much money you have to carry out
your plan so you can be realistic about the tools and tactics you'll use.

Discussi n f Sales & Marketing Res urces Available

Carefully consider the resources you have available to you as you prepare to
execute your plan. Identify the financial and human resources you will need
to translate your strategic plan into series of tactical successes. This is the
 place to fully discuss your sales and marketing infrastructures and make sure
they can support your goals.

Measurement/Evaluati n
A discussion of how you will measure each and every step of your plan. If
you do not know how to measure your marketing initiatives you will have
no understanding of how to improve your marketing. Build predefined
evaluation periods into your plan at which point you will measure your
results and adjust your plan accordingly.

Keys t Success/¢ritical Issues

A discussion of the few most important parts of your plan upon which your
success will depend. What are the absolute essential things your plan must
accomplish and why?

Strategic pp rtunities

I like to include a discussion about strategic opportunities in the marketing
plans I create. You probably will not know the specifics of opportunities that
will present themselves in the future, but you should discuss how you will
evaluate strategic opportunities when they arise. Ask yourself what other
markets might present additional growth avenues for your business. How
will you know if opportunities are right for your business? In my experience,
it is best to at least talk about how you will evaluate strategic opportunities
before they arise. A great way to accomplish this is to use your company's
mission or vision as a guide as to what will define a strategic opportunity
worthy of consideration. You might also discuss ways to actively seek and
uncover strategic opportunities

 
 ›
 







   


   
  



  

 
 
 

   





 
 
  



  
  





   



 

 



 
 


  
 
   

 
  
  



Overview

Sugar Rush captures a young alternative image with fast food elements by
attracting young people who have to develop several activities during its day we offer them
attractive drinks and little complements easy to carry on .We are the solution to take
something that will give them energy to carry on their activities and satisfy their appetite at the
same time.

Mission

Provide an attractive product that gives energy and satisfy the appetite
among teens and young adults to fulfill their daily tasks.

Visi n

ï


 




 



ur marketing bjectives

At the end of each day we estimate to sell 90% of our daily products.

Increase our audience target to a 10% by introducing promotional combos of

our products.

Remain in our customers mind by remarking the benefits of our products.

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Possible slogan

Slogan sugar rush - empowering people

Stay cool with sugar rush

Sugar rush , taste more enjoy more

Takes out the best

Takes the best of you

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