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The process of creating a marketing plan

By Susan Song - Jetek Staff



Marketing Plan

A written document that specifies the activities to be performed to implement and control an organization's marketing activities.


Core competency

Something a company does extremely well, which sometimes gives it an advantage over its competition.



Market Opportunity

A combination of circumstances and timing permits an organization to take action to reach a target market.


Strategic windows

Temporary periods of optimal fit between the key requirements of a market and a company’s capabilities.


Competitive advantage

The result of a company is matching a core competency to opportunities in the marketplace.



Example:

Marketing plan for L’Occitane en Provence





Marketing Plan


1. Develop and produce high-quality skincare products, create contribution of pure, comfortable, and enjoyable experience for consumers.


2. L’Occitane has an eco-friendly goal of plastic adoptive reducing. The brand encourages consumers to use product refill packages instead of buying new bottles. Meanwhile, the brand also innovated a new creative method of product bottles, such as recreating product packages into handicrafts and planting flowers in packages after products used out like body lotion and shampoo.




Core competency

The brand has a long history, natural ingredients, good-looking product packages, multiple flavors of products, great variety of products.


Market Opportunity

Great demographic of middle-high income consumers over 16 years old. Digital social media promotion (Instagram, Twitter, Facebook, RED, etc.).

Celebrity Endorsement


Strategic windows

Product development and sales enhancement in the short-term and long-term periods of the brand.


Competitive advantage

High-quality natural products, variety of product range (hand cream, soap, perfume, body lotion, shampoo sets, lip balms, and so on).



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