Strategic Marketing Plans
Marketing Plan Development
The Goal: Optimize product mix and services
The Approach: Validate current positioning against stated goals and objectives
The Process: Conduct situational analysis and recommend modifications / development of marketing plans as needed
The Results: Marketing plan aligns with company goals and addresses competitive/market positioning
The process of creating a marketing plan requires close examination of the company’s mission, as well as a detailed review (and perhaps modification) of its competitive advantage and primary markets. Accurate positioning of the company’s mix, accomplished via targeting planning, is critical for sustained growth. This process requires input and support from the entire management team, and must become the backbone of the company’s operation.
Selected Marketing Plan Accomplishments:
- Developed and implemented complex sales projection methodology for consumer products company
- Created promotional programs and materials for a company in order to restore its brand name
- Conducted market segmentation and competitive analysis, including pricing strategies, sales projections, and market strategies, for introduction of new product
- Developed field sales rep management program for national distribution company
- Facilitated annual sales meetings for large U.S. corporation
- Developed strategic plans and annual marketing plans
New Product Introduction
The Goal: Appropriate and timely introduction of new products
The Approach: Analyze product potential
The Process: Conduct product mix analysis, market analysis, and market testing
The Results: Successful new product is (or is not) launched protects product mix, directs capital investments, and increases probability of success
Gerke & Associates consultants have developed new product plans that involve thorough screening, business analysis and market testing. Adequate market demand and promotional plans must be analyzed before capital is allocated to the introduction of new products. We develop the framework for analyzing a potential new product from the idea stage through the commercial introduction stage. Criteria for analyzing demand and timing will be developed and marketing strategies will be planned and implemented.
Selected Marketing Plan Accomplishments
Developed strategies for introducing new products into horizontal markets for a consumer products company, leveraging existing production equipment, expertise and distribution channels- Developed a program for introducing new professional services
- Worked with CEO of a start-up company to quickly establish market credibility for a new product
