Sales And Marketing Plan Template

Tuesday, October 4th 2022. | Sample

Sales And Marketing Plan Template – Since I first created the one page marketing plan template, many people have asked me to provide an example marketing plan so they can see it in action. So here it is! A one page marketing plan takes the key elements of an effective marketing plan and condenses them into one page. This is intentional because it forces you to focus on what matters; What are the essential factors that make a difference and move the needle. Focus, clarify and simplify your marketing planning and actions.

In order to demonstrate how to create and populate a one page marketing plan, I have taken Starbucks as a case study. I chose Starbucks because it is a brand that everyone is familiar with, as well as having many different aspects that can be used to demonstrate the usefulness and purpose of a one-page marketing plan. I based this marketing plan example on a real-life brand and used insights I gathered from researching Starbucks activities and agendas, but I want to be clear and transparent that this is not and is not Starbucks’ current plan. Associated with the Company in any capacity. I’m just using them for inspiration and to illustrate a one page marketing plan in action. That said, I tried to make it as representative as possible, including my own thoughts and what to focus on and what to do.

Sales And Marketing Plan Template

Sales And Marketing Plan Template

As I created this example of a marketing plan with Starbucks, I looked at the brand from a global perspective. I didn’t dive in to consider opportunities at the regional or local level; For example, one of their core areas is business development in China where they have seen significant growth over the past year. Although it is a strategic goal of Starbucks to further expand into this region, I have not included it for the purpose of this illustration.

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Since I used this as a case study, it’s worth reviewing and explaining how and why I entered the information into the model, so you can get an idea of ​​how to create your own One Page Marketing plan:

Starbucks itself has a very clear understanding of their general audience, but also a focused vision of who they are specifically targeting. As I outlined the audience column in the plan, I used a lot of input from the profiles that Starbucks had already created. This provides a great foundation and support for the rest of the plan.

I can create a very rich persona from available information including not only demographic and sociological profiles but also psychology, behavior and technology. It gives a rounded, actionable view of the target customer that directs most of the thinking behind it. When completing a one page marketing plan, it’s all about filtering and condensing information. You should also note that I’ve added an image – the great thing about a one page marketing plan is that you can also add visual context – it’s a great way to bring it to life, making it more interesting and enjoyable for your interior. and the external public.

Starbucks has a very detailed customer journey map that they have created – the discipline here is to summarize the results and represent the overall plan in a way that informs them. I focused on key stages of the customer journey, as well as specific customer touch points that then drove our thinking around the marketing channels and strategies and activities we wanted to use.

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Starbucks value proposition is directly related to the value it provides to its urban target individuals: a “third place” outside of their home or work where they can escape and enjoy great quality coffee in a unique environment, relaxed and friendly. In this context, it is a distinctive and compelling statement that encapsulates Starbucks’ core offering and differentiation.

After defining, profiling, and understanding Starbucks’ target audience, I was able to create marketing strategies to engage, motivate, and mobilize them to achieve Starbucks’ business and marketing goals. Again, I used insights from viewing available reports, interviews, and commentary that I could find; But I added this and my interpretation and perspective on what I think Starbucks should focus on and do.

In defining Starbucks’ marketing goals, I relied heavily on their broader business goals, as they were creating a global, top-down plan. Defined marketing objectives fall within the scope of marketing, although many different stakeholders and parties are involved in its achievement. It should always be a given – gone are the days of silos! I focused on what Starbucks is trying to achieve in 2018, rather than the short or long view. Starbucks operates on an annual planning cycle, so it’s important to align marketing plans and connect directly to where the business is headed. From an operational point of view, goals should be broken down into smaller “sprints” so that actions can be carried out and results monitored and optimized in the short term. The ultimate goal is to reach the 2018 goals, but this perspective gives more purpose and momentum to the right path when things aren’t working or going in the right direction.

Sales And Marketing Plan Template

This is where we start to become carnivores! Key strategies are broad approaches and methods that Starbucks implements to achieve its marketing objectives. Basically how they win. These are broader and higher level than the strategies and activities that will be implemented later. The former begets the latter. Key strategies speak directly to explaining how marketing objectives will be achieved.

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In the Pricing and Positioning section, I outline the broad pricing strategy that I see Starbucks intends to maintain; which charge a premium price compared to their competitive field. I then went on to identify specific areas where they directly align the brand with its competitive field: contactless service, superior amenities and a shared community. These pillars lead to further tactics and activities as well as competitive messaging that evolves accordingly.

Activities derive from outlined policies; They will be implemented and provided as part of this marketing program. The highlighted activities provide a high-level view of the plan; Each component will then be worked on separately with a campaign delivery plan.

This is directly informed by the customer journey detailed in the Audience column. Based on the touch points identified earlier, we can figure out where and how we can better engage with Starbucks’ target persona and inject it into their decision-making process. These are the vehicles and platforms that Starbucks will use to deliver content and messages to audiences. As we develop and iterate the plan, it’s important to test these channels to understand where we’re getting ROI and where we need to pull back. This optimization occurs both at the broad channel mix level as well as the specific vehicles used (publications, sites, formats, etc.).

This section provides a high-level perspective on Starbucks’ various marketing programs and campaigns. They are designed from all previous inputs; They implement strategies directed at the target person. In this case, they represent six priority activities that the Starbucks team should focus on. Anything beyond this must be justified as it will require resources in terms of time, energy, money and people. Obviously, behind each of these strategies and activities there is a lot of detail about how they will be executed – one way to do this is to create a separate one-page marketing plan document to break down the requirements for each activity as a country plan.

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These are the key performance indicators that will be monitored over the course of the plan that represent the primary metrics that drive actions and outcomes. They are directly related to our marketing objectives at a strategic level. For any measure of success, we need to create a baseline to be able to align actions and events to understand which activities drive positive or negative movement. This way we can guide the plan to focus on areas that will deliver results. Where an activity doesn’t move the needle, we need to look at how we can improve it or eliminate it from the plan.

A one page marketing plan is intended to offer a clear and usable view of a company’s or brand’s marketing plan. Its beauty lies in its simplicity while providing a complete picture of the complete scheme. It is designed so that it can be easily shared, interpreted and collaborated with other actors, partners and agencies.

There will be more detail behind it, for example, in terms of creating specific plans for tactics

Sales And Marketing Plan Template

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