1. Marketing plan : An Important
Tool for SMEs
Prepared by
Metrica Bizsol Pvt Ltd
022-42957577 / +91 7738333452
www.metricasolutions.com
contact@metricasolutions.com

2. SME Business Scenario
 Limited Marketing Budget
 Want Maximum Impact
 May not have Marketing expertise
This means
 Planning is very important
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

3. What is a Marketing Plan
Specific actions that
help you attract and
convert prospects to Attracts
potential
clients and retain
customer
existing ones s
Converts
potentials
to clients Retains
existing
customer
s
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

4. When should you draft a
marketing plan ?
 Streamlining / intensifying your current
marketing efforts
 Introduction of new product/ service
lines
 Repositioning your product
 Moving into new geographies
 Diversification plans
 Planning to use new marketing
channels/ social media / internet
marketing etc
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

5. What should a Marketing Plan
contain ?
 Section I
◦ Purpose of the Plan
 Link this to your business goals &
objectives
◦ An Assessment of the current
status
 In terms of business as well as
marketing roles & achievements
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

6. What should a Marketing Plan
contain ?
 Section II
◦ Product / Service details
 List down for each product / service
 Characteristics
 Advantages
 Strengths & Weakness vis a vis
competition
 Cost & Price
◦ Tip : A neat table would be better to
capture & compare this information
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

7. What should a Marketing Plan
contain ?
 Section III
◦ Target Market details
 Information about each customer segment
including
 Age
 Education Levels
 Profession
 Income
 Factors influencing purchase decision
 Persons influencing purchase decision
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

8. What should a Marketing Plan
contain ?
 Meeting Customer’s needs
◦ Customers’ real needs & Perceived needs
◦ Your Products’ ability to satisfy these
 Include a sample customer profile
 Tip : In case of B2B customers, describe
the business characteristics and decision
makers profile as well
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

9. What should a Marketing Plan
contain ?
 Section IV
◦ Distribution
 What is the most effective method to
reach your customer ?
 Do you use sampling / trial packs etc ?
 Do you use the internet / ecommerce ?
 How can you make it easy for customers
to reach you ?
 Is there a need for warehousing ?
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

10. What should a Marketing Plan
contain ?
 Section V
◦ Promotion
 How do your marketing activities reach
to each customer segment ?
 How do you spread awareness about
your product / service – ads , sales
promotion activities etc ?
 How do you get repeat business ?
 Are you using referrals ?
 Are you using Public Relations ?
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

11. What should a Marketing Plan
contain ?
 Section VI
◦ Competition
 Identify competitors by product lines
 Compare marketing techniques of
competitors
◦ Pricing
 Costs vs benefits analysis
 Is the market price sensitive ?
 Compare price points with competition –
are you able to provide added value ?
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

12. What should a Marketing Plan
contain - Synopsis
• Differentiators, Weaknesses, New
Products / Services products, Sales Contribution
• Customer Characteristics, Total Market
Target Market Size, Market Trends, Market Research
Results, Factors influencing purchase
• Competitors to each product, Comparison
Competition of strength & weaknesses, competitors'
marketing techniques
• Product/service cost, price comparison
Pricing with similar products in market
• Identification of delivery channels,
Distribution warehousing if required
• Use of advertising, social media,
Promotion Mix promotional activities, publicity
campaigns,
• Sales history review, project sales for next
Sales Forecasting four quarters
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

13. Next steps
 Make an Action Plan
◦ Spell out the specific goals
◦ Detail your marketing strategy ( in action
terms ) to achieve each of the goals.
◦ Example
 Goal 1:To increase sales volumes
 Strategy I : Participate in Trade shows/ exhibitions,
increase direct calling etc
 Goal 2: To introduce new product / service
 Strategy 2 : Use print & digital media, use direct
mailers
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

14. Marketing Budget & Resource
Allocation
 Build a marketing budget
◦ However small your business is, it is still important to
allocate a budget for marketing.
◦ Unless you reach out to the target market, you will not
be able to sell your product / service !
 Assess other resources required
◦ Most important for SMEs
◦ Assess human resources required to implement the
plan
◦ Assess also time demanded from managerial level for
monitoring & review
In the next series, we will help you build your marketing
budget & do resource allocation…
Metrica Bizsol Pvt Ltd - 022 - 42957577 / 7738333452 ;
contact@metricasolutions.com

15. Write to us / give us a call in case you would like help in
preparing a Marketing Plan for your Business
Metrica Bizsol Pvt Ltd
F-42, 1st Floor, Shagun Arcade,
contact@metricasolutions.com
Gen.A.K.Vaidya Marg, Off Western Express
www.metricasolutions.com
Highway,
Goregaon (East), Mumbai - 400063
022- 42957577 / 7738333452
MAHARASHTRA