Step 1
Thoroughly describe your delivery service and any products you may
offer, including boxes and packing material. The first section of the
marketing plan will define the features and benefits of your service.
Expound on all of the options you provide for delivery, such as
overnight, same day courier. Describe your pricing structure and any
discounts or sales you offer.
Step 2
Research and build a profile of your target customer. This group can
be defined by demographics, including age, gender, family status,
socioeconomic status, and/or lifestyle, such as values, hobbies,
activities, beliefs. You will also need to determine their motives for
using a delivery service and how often they might use your service.
Also, are there times or days when your target customer is more likely
to use the service?
Step 3
Research your competition. In this section of your marketing plan you
will describe any and all competition in your area. Be sure to include
direct and indirect delivery services, listed with descriptions of their
services and their strengths and weaknesses. Address the ways in which
your delivery service differs from the others and how your service will
improve upon theirs.
Step 4
Create your marketing strategy. In this section, you will address the
advertising venues you will use; will you purchase advertising spots on
local television or radio stations? What about newspaper
advertisements? Describe any printed materials you will use in the
promotion of your company. This will include brochures, fliers, business
cards, coupons and stationery. Address the ways in which you will use
your website and other online sources to promote your delivery service.
If you are new to the area, this section will also include ways that you
will introduce yourself to the community.
Step 5
Determine your marketing budget, which is essential to any marketing
plan. A new business might use up to 20 percent of its sales on
marketing strategies during the first year to make itself known. After
that, the marketing budget usually falls somewhere between 1 percent and
10 percent of sales.
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