Step 6: Set Your Marketing Strategies
In your marketing plan, detail the strategies you’ll follow, including
Product strategies: How will you add, alter, or promote products to develop customers and sales? Will you introduce products, revise products, or shift emphasis to a certain product or package of products? See Chapter 3 for information on analyzing your product line, enhancing the appeal of existing products, and developing new products.
Distribution strategies: Will you alter the means by which you get your product to customers? Will you partner with other businesses or open outlets for off-premise sales? Will your website play an expanded role in getting your message or product to customers? Chapter 2 includes a section on how and why to analyze and adjust distribution channels.
Pricing strategies: Over the marketing-plan period, will you adjust the pricing strategy of your business — by, for instance, moving up from low-cost pricing or adding more affordable alternatives to your current premium-price position? Will you announce new prices or payment options, a frequent buyer pricing schedule, quantity discounts, rebates, or other pricing offers? Chapter 3 includes pricing ...
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