Page 14 - BOSS Today Issue 41

BOSS Today #41 MARKETING

THE GOOD,

THE BAD AND

THE UGLY

or many organisations, marketing
Fcan feel like a massive chore.
However, by following the simple
guidelines below, you can find ways to
make marketing work for you.
Marketing Plan
Start with a one-page written
document that describes your
company’s brand marketing and
promotional strategies. The plan should
outline who you are, what you do, who
your customers are and how you plan to
market to them over a 12-month period.
A marketing plan is not a one-person
initiative. It requires input, insights
and feedback from multiple
sources: core company personnel
from all departments, as well as
key customers.

The Good
Your marketing should include;
n Product – the product should fit
the task consumers want it for, and
should be what the consumers are
expecting to get.
n Place – the product should be
available from where your target
consumer finds it easiest to
shop. This may be the high
street or via mail order and/
or an online shop.
n Price – the product
should always be seen
as representing good
value for money. This
does not necessarily
mean it should
be the cheapest
available. One of
the main tenets
of the marketing
concept is that
customers are

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