Marketing Project
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MARKETING PLAN
MARKETING PROJECT.
Members:
Thi My Trang, Nguyen.
Keda Xu.
Manjeet Singh.
Tanga Sebera.
Reane Ngakam.
Santiago Vega.
Professor:
Sheena Brady.
Date:
Sunday 26 of November.
1
MARKETING PLAN
EXECUTIVE SUMMARY
- Define your brand:
A business involves ideating a unique concept, crafting a compelling value proposition, and
positioning it strategically within the market landscape. It requires thorough planning,
identifying target audiences, and setting a clear vision that aligns with customer needs and
market demands.
- Identify your customers:
Market identification involves detailed analysis to understand consumer needs,
preferences, and behaviors, which makes it easier to create specific profiles. These profiles
strategically direct marketing actions, allowing the intentions, preferences, and challenges
of each segment to be addressed effectively.
- Understand your competitors:
Evaluating the competition in the same area is essential to understand the business
landscape, identify strengths, weaknesses, and opportunities, and thus proactively adjust
strategies to stand out in the market and offer differentiated value propositions.
- Analyze your business:
Performing a SWOT analysis in a business is important to identify both the internal and
external factors that impact the company, allowing us to take advantage of strengths, solve
weaknesses, capitalize on opportunities, and anticipate threats, which guides strategic
decision making towards business success.
- Differentiation:
Differentiation through the Unique Selling Proposition (USP) and the Elevator Pitch is
essential in the study of business since it establishes the uniqueness and unique value that
the company offers in a competitive market. These elements not only distinguish the brand,
but also communicate in a concise and convincing way what makes it stand out, capturing
the customer's attention in a short period of time, essential to generate interest and loyalty
towards the company.
- Customer’s Journey:
2
MARKETING PLAN
Customer journey mapping serves to understand in detail the customer's interactions and
experiences with the brand from their first contact to the purchase and after-sales service.
This helps identify key points, needs and possible obstacles in the customer process,
allowing each stage to be optimized to improve customer satisfaction and loyalty. In
addition, it makes it easier to identify opportunities to offer a more personalized and
effective experience.
- Action plan:
The marketing strategy is based on a budget of 5% of annual income, with a certain initial
cost and monthly expenses, distributing the roles of the marketing team for analysis,
research and strategy formulation. The strategy includes a focus on PPC for digital
advertising, limited campaigns in print, television, and radio, as well as a strong public
relations strategy and a detailed after-sales strategy focused on customer loyalty through
loyalty programs, communications personalized and rewards.
- Monitoring, measuring, and improving:
Marketing effectiveness will be measured through revenue growth, brand awareness
through surveys and social media tracking, web traffic analysis and marketing budget
control, adjusting the strategy through improvements in product quality, the optimization
of marketing strategies and the improvement of the website according to the detailed
analysis of the marketing plan established in a monthly schedule from the strategy to the
final evaluation.
3
MARKETING PLAN
TABLE OF CONTENTS
DEFINE YOUR BRAND
What is your vision statement? .......................................................................................
5
What is your value proposition? .....................................................................................
5
What is your positioning statement? ............................................................................
5
IDENTIFY YOUR CUSTOMERS
Your top three personas .....................................................................................................
6
UNDERSTAND YOUR COMPETITORS
Your top three competitors ............................................................................................
10
ANALYZE YOUR BUSINESS
Strengths ................................................................................................................................
11
Weaknesses ..........................................................................................................................
11
Opportunities .......................................................................................................................
11
Threats ....................................................................................................................................
12
DEFINE YOUR DIFFERENCE
What is your USP? ..............................................................................................................
14
What is your elevator pitch? ..........................................................................................
14
MAP YOUR CUSTOMER’S JOURNEY
Your customer’s journey ................................................................................................
15
CREATE YOUR ACTION PLAN
What is your marketing budget? ..................................................................................
17
Who is on your marketing team? .................................................................................
18
Who is responsible for what? ........................................................................................
18
What is your pricing strategy? ......................................................................................
18
How will you distribute your goods or services? ..................................................
18
How will you create or update your website? ........................................................
19
What is your social media strategy?
............................................................................
22
What is your email strategy? .........................................................................................
22
What is your advertising strategy? .............................................................................
25
What is your public relations strategy? .....................................................................
25
What is your after-the-sale strategy? .........................................................................
26
MONITORING, MEASURING AND IMPROVING
How will you measure the effectiveness of your marketing activities? .......
26
How will you adjust to improve? ..................................................................................
27
4
MARKETING PLAN
5
MARKETING PLAN
Define your brand
Part 1
Further reading:
What is your vision statement?
At World Burger, our vision is to lead through innovation, delivering unmatched quality in
every meal. We believe in connecting with our community, being a link where the
excellence of our products joins an unforgettable quality experience.
What is your value proposition?
"At World Burger, we fuse culinary innovation with fresh ingredients, offering a unique
dining experience. Our commitment to the community creates a welcoming environment to
enjoy exceptional burgers. We customize each meal to satisfy unique tastes, exceeding
expectations with every bite. We celebrate the diversity of flavors and gourmet quality in
every detail. We will meet you where the passion for burgers merges with authenticity and
culinary excellence."
What is your positioning statement?
At World Burger, we stand out as the ultimate destination for burger lovers looking for a
unique dining experience. With our culinary innovation, commitment to quality and roots
in the community, we offer not only exceptional burgers, but a space where a passion for
good food merges with meaningful connections.
6
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