Business planning and Marketing Mix

• Business Plan


  Roadmap for marketing
• Business Plan


  How a business defines its objectives and how it will achieve its goals
• Parts of a Business Plan

  • Executive summary
  • Market analysis
  • Management Team
  • Marketing plan
  • Operations and management
• Executive Summary


  Business overview
• Business Concept


  • Basic information about the product/service
  • Selling proposition that gives the company and advantage over competitors
• Business Concept

  • Vision Mission, Product offerings, Company logo
• Marketing Analysis


  Foundation of marketing and sales plan
• Marketing Analysis


  • Analyzing target market
  • Identifies competitors' strengths and weaknesses
• Market Analysis

  • Target Market
  • Market Segmentation
  • Communication service/sales
  • SWOT Analysis
• Management Team


  • Info chart about the owner/s
  • Schedule of work in a week
• Marketing Plan


  Used to track marketing strategy over a given period of time
• Marketing Plan

  • Marketing Mix
  • Economical Impact
  • Major competitors
  • Funding info
  • Financial Plan
• Financial Plan


  • Business revenue (average sales)
  • Income, cash flow projection, balance sheet, statement of shareholders' equity
• Marketing Plan

  How business operates on a continuous basis
• Marketing Mix

  • Price
  • Promotion
  • Product
  • Place
• Product


  Complete set of products
• Price


  Amount charged for a product
• Promotion

  • Personal selling
  • Advertising
  • Publicity
  • Sales promotion
• Advertising


  Communication to the target market about the product
• Personal Selling


  • Face to face meeting between buyer and seller
• Sales Promotion

  • Free samples
  • Twin pack bargains
  • Temporary price reductions
  • Point of sale demonstrations
• Trade Oriented Promotions


  • Special discounts
  • Co-operating advertisements
  • Bonuses for sales representatives
  • Provision of display material
• Advertising


  Just spreading information
• Place


  Where the products can be bought
• Channel of distribution


  Channel through which products are distributed
• The marketing mix is the combination of elements that make up a company's overall strategy to promote its products or services.
• Price refers to the amount charged for a product or service.
• Promotion involves creating awareness about a product or service through various means such as advertising, public relations, personal selling, sponsorship, guerrilla marketing, and events.