Companies establish a marketing plan based on the products that they provide. It also is dependent on the size of the business and the resources that they have at their disposal. Companies begin this process by collecting data on their customers in the market, such as shopping and spending patterns. There are different types of marketing plans, including those for new products, a category of product or a segment of the market.
Marketing Plan for a Specific Category of Product and a Brand Marketing Plan
There may be many different products within one major brand name. For example, a company that produces cleaning materials may have window cleaner, dishwasher detergent and laundry soap products under one brand name. For each specific item, a separate marketing plan is produced. This involves the team brainstorming sales goals and forecasting the success of each one. These plans are then brought under the umbrella of the plan that has been laid out for the category, or brand name, as a whole.
The brand marketing plan is the overall focus for an entire group of products under one brand name. These focus and unite the brand's products under an annual marketing strategy, which are laid out by the brand manager.
Marketing Plan for a New Product and Geographic Marketing Plans
When a new product marketing plan is laid out, the focus is on outlining the overall concept for the product. The concept chosen has to be laid out carefully, restructured by the team and then tested within the market. One of the key parts of this plan is the actual introduction of the product to consumers. Each step for the product's introduction period is defined in great detail.
The geographic marketing plan targets a specific area, such as a country, neighborhood, city or region. A particular area may have a specific need, based on a particular economic activity or event, that would help to market a product successfully to that area.
Marketing Plans for Market Segments and Customer Plans
Many times the same product will be sold to several targeted segments of the market. These segments are specific groups in the general population who are most likely to purchase the product. The marketing team lays out a different plan for each group based on their different characteristics and needs. It is essential that the team know the market segments well, as this can give a key advantage when selling to that group of consumers.
Customer marketing plans are even more specific, targeting various customers who provide a company with a great deal of business. These are each done on an individual basis and are laid out by the national account manager.