Developing a Marketing Plan
The Issue: Lack of Integrated Planning in Business Marketing Activities
Many growing businesses conduct their marketing activities in a scattered manner, often driven by immediate needs. For example, a decline in sales may prompt them to quickly launch advertising campaigns. However, a closer look at their media and marketing channels often reveals the absence of a unified, coordinated structure.
This problem arises from the lack of a documented, targeted plan for marketing activities. In such cases, budget allocation is done inaccurately, and key performance indicators (KPIs) are not properly defined. As a result, these businesses struggle not only to manage their expectations but also to achieve their marketing and sales goals.
The main solution is to design a plan that clearly and precisely defines all activities, costs, goals, and KPIs.
Method: Platin Agency’s Marketing Plan Development Process
The Platin Agency team creates a comprehensive marketing plan for businesses through a cohesive, structured approach, executed in six main stages:
Stage 1: Brand Assessment
In this stage, the business’s core information is fully collected and analyzed:
Reviewing previous brand activities:All previous marketing activities, including strengths and weaknesses of the website, social media pages, and executed campaigns, are assessed. All channels through which the audience connects with the brand are also examined and analyzed.
Identifying strategic products and services:A complete list of the brand’s key products and services is compiled.
Defining sales and revenue goals:Sales and revenue goals are determined and integrated as a core part of the plan. At this stage, we emphasize that the brand should plan its costs and activities based on its sales objectives.
Stage 2: Goal Setting
Defining general goals:Based on business data, client needs, and our team’s analysis, goals may include:
- Increasing revenue
- Enhancing brand awareness
- Strategic product positioning
- Designing cross-selling strategies (e.g., selling one product alongside another)
Translating goals into measurable metrics:To make the goals measurable, they are converted into quantitative indicators. For example, defining the percentage increase in audience engagement to improve awareness, or setting sales growth rates for each communication channel.
Stage 3: Market and Competitor Analysis
A thorough analysis of the target market and competitors is conducted:
Analyzing competitor activities:Identifying competitor actions to avoid repeating mistakes or aimless imitation, and analyzing successful activities that should be adapted to the brand’s plan.
Determining market share:Assessing the brand’s position and market share within the competitive landscape.
Studying similar global brands:Reviewing international brands in the same industry to identify activities not yet implemented in the Iranian market.
Stage 4: Understanding Target Audiences
For each audience segment, suitable marketing solutions are defined according to their specific needs.
Stage 5: Developing the Execution Plan
- Defining Executive activity details such as social media management, website improvement, and advertising campaign design.
- Setting key performance indicators (KPIs) for each activity.
- Creating a precise and logical budget for each activity.
Stage 6: Delivering the Final Plan
Outcome: A Comprehensive, Integrated, and Goal-Oriented Plan
Platin Agency’s marketing plan is a complete roadmap covering all aspects of marketing, featuring:
Coordination and cohesion: All marketing activities operate within a consistent framework.
Clear timelines and measurable objectives: Transparent, trackable goals.
Accurate budgeting: Logical resource allocation to achieve defined targets.
Data collection methodology: Brands can gather and analyze the data needed for future decision-making based on the provided model.
Therefore, it can be said that by using the marketing plan developed by Platin Communications and Marketing Agency, brands can manage their marketing activities effectively and professionally, and achieve their long-term goals.
