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Marketing Consulting

Marketing Planning

46% of the companies don’t know the real economics return on investments from promotional campaigns and direct marketing, loosing resources without creating value for its consumers and competitive benefits for the enterprises.

But what does it mean marketing planning?

We can define the marketing planning as a process which controls and monitories the realization of the idea of business, pricing, promotion and distribution of goods and services creating exchanges that help the companies to achieve individual and organizational objectives.

Marketing becomes an essential incentive for a effective and acceptable innovation strategy to systematically reinforce the ability to compete in and on the market, limiting the risks and guaranteeing economic returns from a company investment.

The power of communication investment in marketing strategy becomes every year higher than before, in fact those investments are grown three times the PIL, that’s why the companies are optimistic and consider communication strategies just one lever under a systematic marketing planning.

Confirming that, the first six-monthly turnover of 2006 has been equal to 3,9 billions euros with an average growth of 3,7% over the same period in 2005.

An organized communication system must be part of a planning process.

A systematic and disciplined approach guarantees that the enterprise scenario is analyzed with greater attention, objectives and programs defined with greater care, roles and responsibilities managed in the best way.

Defining a structured marketing plan is a fundamental tool for every company developing new business, opening new marketing outlets, launching a new product line or a restyling an already existing one.

We must create a new rational, structured and shared mentality to optimize the financial resources and marketing strategies:

1. Which criteria and reasons have determined and subdivided your marketing budget?
2. Have marketing plans been successfully monitored, implemented and evaluated?
3. Has all information regarding the marketing plans been shared and is accessible to different personnel and company’s departments that could need it for business reasons?

These are only some starting points of analysis, in order to develop a customer guideline for every business function, creating a monitoring tool, optimising internal resources and reducing the ambiguity risk.