Marketing budget

How to write a marketing plan (example)

Defining strategic marketing goals

Define a list of marketing activities and marketing tools

a) PR (Public Relations):

  • media publications
  • sponsorship
  • participation in competitions
  • participation in ratings
    • participation in exhibitions
    • participation in conferences
    • organizing your own seminars

    • contextual advertising
    • targeted advertising
    • display advertising (banners)
    • paid posts in professional communities
    • native ads (articles)
    • blogger ads

    • design and printing of leaflets
    • signboards
    • roll-up stand

    Budgeting expenses for various marketing services

    This can be a CRM system, a program for email newsletters, an online chat on a website, a service for sending press releases, a program for posting on social networks, etc.

    Business development is impossible without a competent marketing strategy. Maybe something will work out at the initial stage, on the recommendation or among friends, the first clients will even appear, but there will definitely not be any development of the enterprise. Therefore, further we will talk about what a marketing plan is, its structure and rules for drawing up.


    The marketing section of a business plan is structured like this:

    • market research, niche;
    • identification of a key business development strategy;
    • analysis of the competitive environment;
    • education pricing policy for services / goods;
    • determination of factors that influence pricing.

    Market Research

    The following characteristics need to be defined here:

    • market segments in which the company will operate;
    • consumer needs;
    • how the customer will come to the product;
    • what is the level of competitiveness of a product or service;
    • what is the life cycle of a product or service;
    • ways to improve the quality of a product / service;
    • is it possible to provide services competitors, what can be useful from them.

    When working out this part of the marketing plan in the business plan, you can study not only your own market segments, but also related ones. The same applies to competitors - it will not be superfluous to have information about those who work in related areas.

    Key Strategy Definition

    Choose a key strategy based on your business needs, opportunities and goals. There are quite a few already worked out schemes, the most commonly used are:

    • cost minimization - the point is to set the lowest prices for the product at the start, thereby ensuring an influx of customers. But, in the future, it is quite possible that the price will have to be raised;
    • differentiation - the point here is to immediately detach from competitors. Your product should compare favorably with those already on the market;
    • targeting only a specific segment - here you need to study very well the target audience, social and demographic factors. At the start, you will need to draw up a portrait of a typical client, think over his solvency, which affects the decision to purchase, what objections he may have, and immediately work them out at the start.

    Competitor Analysis

    There are only two points here, but they are very important for business development and building a strategy for the future:

    This section contains examples of summaries of marketing plans, market research, developed by the specialists of the company "Peter-Consult". Documents have been cleared of quantitative and commercial information, protected from copying and published solely for the purpose of illustrating our work. In accordance with Art. 1274 of the Civil Code of the Russian Federation when publishing site materials on the Internet, an indication of authorship and an indexed link to the publication source are required!

    Marketing Plans

    Marketing Research

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    You can familiarize yourself on our website with the presentation of our seminar on the topic of marketing planning, as well as the procedure for ordering the development of a marketing plan. Find out about the possibilities of optimizing the costs of this service in the "Cost of developing a marketing plan" section. Fill out this form and we will prepare a commercial proposal for the development of a marketing plan, taking into account these optimization opportunities.

    The site contains the procedure for ordering market research. You can also familiarize yourself with the options for optimizing the costs of this service in the "Cost of Marketing Research" section. If you fill out this form, we will prepare a commercial proposal for conducting market research using the possibilities of such optimization.

    Go to sections with examples of other works

    In accordance with Art. 1274 of the Civil Code of the Russian Federation when publishing material from a site on the Internet, an indication of authorship and an indexed link to the source of publication are required

    Marketing planning is an integral part of the set of work processes that helps an organization plan its marketing development and promotion of certain products, brands, and so on. MP is a comprehensive analysis of the company's activities with the subsequent development of marketing activities, which takes into account the financial side of the issue and possible risks.

    The marketing plan is no less important than the financial, production, strategic development plan. Despite this, MP is approximate and is based mostly on hypotheses, and not on exact mathematical calculations. The fidelity of a particular marketing strategy is determined empirically, that is, empirically.

    What is a Marketing Plan

    A marketing plan is a program of events, future marketing activities that are selected after analyzing the state of the business and aimed at achieving the goals of the company.

    To clarify the amount of costs for these activities, each activity is associated with a specific or approximate estimate, that is, the plan indicates the cost for each item, if possible.

    Marketing planning is necessary in the enterprise to coordinate marketing decisions and determine the current position of the company. This tool allows, after comparison, to choose the best strategy for the organization's marketing behavior.

    What is a company's marketing plan for

    Marketing planning in any business helps:

    • diagnose problems and so-called weaknesses of the organization;
    • identify opportunities for growth;
    • attract investments, increasing the value of the company;
    • develop a strategic vision of the leader;
    • rationalize resources;
    • increase competitiveness;
    • create better products and increase sales;
    • develop cost reduction mechanisms;
    • manage risk.

    Types of Marketing Planning

    Marketing planning in an enterprise does not have a clearly defined structure, so many types of MT in an organization can be distinguished.

    The most famous and effective models are worth considering.

    Unlike marketing agencies that specialize in a single media channel - such as PR or internet agencies - Simple Analytics provides comprehensive marketing support without focusing on just one marketing communications channel. We draw on our many years of experience working with engineering and construction companies and have practical skills in the engineering and construction business. This is where we differ from our competitors. This article will help engineers and technicians (people whose professional activities lie in a different plane than the development and promotion of a business) to develop a marketing plan that will prioritize, force order generation and prevent market opportunities from being missed.

    Below we outline the steps you need to take to develop a marketing plan that will stand up to the harsh reality.


    Most of the time, engineering companies think they have a marketing plan when a document comes out that lists marketing tactics. As a rule, the marketing activities listed in these documents are fragmented both in purpose and in time. There are no specifics: budget, deadlines, responsible, resulting indicators. Very often in such a document it is said that a company needs a website redesign or a corporate blog. Moreover, it does not indicate why there is a need for these projects. It's just that the site was made for a long time and, therefore, a redesign is needed (and after all, there are indicators that will unambiguously say whether a redesign is needed or not), and since the site was originally made without a blog, it should be added. And who, about what, for whom and how often will write to the blog - this information is not in the document. It is good if in such a plan the expectations are not overestimated and the priorities are correctly defined. In general, it seems that people are simply rushing into directions that look promising at the moment. Working on such a marketing plan leads to mediocre results, high time and financial costs, stress and frustration.

    Before starting your marketing plan, ask your senior executives about the company's goals for the next 1-3 years. What are your key products and services? What is your competitive advantage? Who is your target audience? What is the portrait of your average customer? What is the state of the competitive environment facing the company? All this is reflected in the company's business plan and is based on strategic planning tools and models. This information will help you prioritize your marketing campaigns and find the KPI's you need. The rest is simple. Define marketing activities for the company at each stage of the sales funnel. For simplicity, we are placing a typical sales funnel for construction companies and design organizations. You just have to choose what to include in your marketing plan.

    This sales funnel, with its dedicated marketing initiative tools, helps you make sure you attract and lead potential customers to a contract throughout the entire engagement process with your target audience.


    A client / customer portrait is a documented characteristic of your real customer (a specific person) in terms of gender, age, education, motivation, expectations, goals, fears, etc.

    To prepare a customer profile, take as a basis a real person from the client company with whom you interacted during the sales stage and specify each of the characteristics described above for him.

    With the help of a portrait of a customer, you will be able to "feel" each of your client segments: what interests these people have, what are their ambitions, fears and experiences. This information will answer the question: what resources to use to “reach out” to each of them, what marketing communication channels to use and what content to prefer when communicating with them.

    Customer portrait is a marketing tool that is taught in all business schools that have a marketing course. But, unfortunately, we at Simple Analytics have not yet met a single company in which this tool would be implemented. In the head of each of us, of course, there is an understanding about the portrait of customers: who they are, what they do, what they want, etc. But this knowledge does not fit on paper, but in vain. Having done this work once, you will become closer to your customers. Your marketing efforts will become more balanced and rational. You will see the directions in which to move to build trust between your company and its target audience, at a time when potential customers only learn about your products, services and solutions.

    We recommend making at least three portraits of your customers. Each of the portraits should represent a different client segment. And we do not recommend making a portrait of customer companies. Despite the fact that the majority of engineering and construction companies operate in the b2b market, business and relationships are not built between companies, but between people. People do business, so your marketing should be directed to people, not businesses.


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