When developing a marketing communication plan, one most know its customer. Who is he? What does he want? What does he think? Where does he want to go? Why is he or is he not buying your product? What is important to him for this product category? Who makes the purchase?
Once we know the customer, as we would know our best friend, we also need to understand other dynamics that will affect the marketing. The marketplace is a key area we need to understand. What is the size of the market? What is the size of my product category? What are the market trends? Is there any new product developments or government legislation?
Next, we must know our competition. What are their products and services, pricing, policies? What are their strengths and weaknesses? What is the competitions apparent positioning and personality? What are the benefits perceived by the customer for the competitive product? What marketing tools is the competition using and how are they using them? How successful are they at their marketing strategies? How much do they spend on their marketing?
The marketing- communication plan is a document which takes into account all of the above elements. The plan must be based on the company’s soul. In turn, this generates an integrated marketing system in which all of its elements align, integrate and function to create one powerful message throughout all of its parts.