Developing an Annual Marketing Plan and Marketing Strategy
hospital Marketing agency Sangamvadi Pune
Fulcrum Marketing is a strategic hospital Marketing agency Sangamvadi Pune. Our team of marketing consultants also specialise in marketing planning and hospital Marketing for all types of business of any size.
MARKETING STRATEGY
Effective marketing organisations must be driven through sound business strategy. Fulcrum produce marketing strategy that is always well embodied by your business strategy.
The best marketing strategy does not start with creative, it starts with a marketing process.
The Fulcrum Marketing Strategy Development Process is a thorough problem solving and marketing strategy development program that focusses on solving your growth challenges and maximising the return from your company’s marketing operations. It is particularly useful for innovating within a market or creating a position of market leadership.
Overview
Indentifying key sources of growth, challenging the current business operations and identifying key growth creating activities are crucial for businesses which want to grow.
The process looks at your whole business with the aim to maximise the potential by focussing on:
reviewing your market conditions
reviewing your current market challenges and capabilities
identifying and maximising competitive advantage
creating and amplifying market positioning
developing new revenue sources
maximising market communication techniques
Action Orientated
Fulcrum works alongside senior management to develop achievable and actionable strategies and build the company plans around them. Real results are achieved when your management team have consistent and ongoing interaction with the Fulcrum team. At the end of the process, you must own the strategy and be able work the plan yourself. You are left with a growth system which is repeatable over time to achieve consistent growth. Companies effectively implementing this program often achieve more than 25% ongoing growth per annum.
Your Challenges
Business owners, senior executives and managers are frequently facing growth related issues such as: – Turning around a declining sales trend – Identifying and entering new markets – Launching new business and product lines – Identifying emerging growth opportunities – Managing the risks of growth If you have any of the above issues, then the Fulcrum Marketing Strategy Development Process is for you.
Approach
The process considers what could be rather than only what is. Whereas, a regular marketing strategy process might simply consider what a customer tells you and respond, Fulcrum considers how a customer might react when given a slightly or radically different proposition to the one currently in the market.
Benefits
Each strategy generates actionable tasks to achieve medium and long-term revenue and growth targets. Brief but highly strategic plans are created that drill down into action items. You are then lead through specific actions to implement, or the Fulcrum team implement them for you.
Development Process
Experience the Fulcrum Marketing Strategy Development Process. It is a tailored program designed to provide companies with the highly-focussed strategy development and implementation resources necessary to address specific growth challenges and opportunities.
1. Seek and learn.
Information Gathering – The first step is to gain an understanding of the market in which you are participating; target audiences, competitor offerings, current pricing and more. Review the business realities – Gain an understanding and commitment to potential resources available to make it all happen. Review the market realities – What limitations might we be dealing with and how far can we push the market potential?
2. Set the hypothesis.
Hypothesis development – Develop the potential strategic alternatives and understand what would need to happen for them to become reality. Reality test – Review the strategies for practical application, decide which are practical now and which could be left for a future date and understand what resources are necessary to make these alternatives. Solidify strategy – Make some strategic decisions to understand which alternatives provide the growth desired, build an understanding of the risks involved, ensure all strategies can work together and consider the reality of them working within the business.
3. Set the course.
Key strategies – Articulate the strategies and provide means for measurement and communication. Plan action – Develop broad and specific actions stemming from the strategies.
4. Build a foundation.
This stage involves developing a compelling ‘marketing tool box’ that clearly defines your value to the target audience and creates appropriate messages and triggers to sale.
5. Implement and educate.
The stage after the plan development involves completing agreed actions and driving deep engagement and understanding throughout the company, whilst developing the ongoing implementation activities, including allocation of resources.
Business-to-Business Marketing Strategies
What do business professionals think about marketing in the business-to-business (B2B) environment? We examined survey results and reports* that compiled data on the topic, and created a list of eight B2B marketing strategies commonly recognised as successful regardless of industry.
Referral Programs
Word of Mouth Plus
Trade Shows
Online Advertising
Remarketing
Search Engine Optimisation (SEO)
Content Marketing
Inbound Marketing
Choosing the Right Marketing Agency: Marketing Execution Vs Marketing Strategy
If you pretty much know what marketing you need to do and how it is going to be accomplished then most likely you need some type of marketing agencyto do it for you. Depending on what the activities are, you will choose a different type of agency. For example, if you are more likely to be doing TV, radio or magazine advertising you will likely need a traditional advertising agency. If it sits more in the digital realm, with a lot of Google AdWords or YouTube commercials, then a digital advertising agency is probably for you. Alternatively, you may simply need a graphic designer to bring your ideas to life.
Making Marketing Plans Happen
A marketing plan is paramount for achieving business growth. The purpose of a marketing plan is to assess the current market position of your business and develop marketing strategies and actions to undertake to meet your business objectives. Putting together a strategic plan that develops your business around your competitive advantage, and ensures that you are in a position to take advantage of your strengths, is a key to continued business prosperity. Of course, once you have the plan, making it work is the next step.
Developing an Annual Marketing Plan and Marketing Strategy
Make your business New Year resolution to start the year with an integrated marketing plan that clearly outlines your business objectives and the marketing strategies and tactics you plan to use to achieve them
An annual marketing plan helps keep businesses on track with goals and objectives for the year and ensures that marketing opportunities and budgets are maximized. Developing a marketing plan that you revisit every year is the key to success year after year.
A solid annual marketing plan should be structured with a disciplined approach to reaching your business goals and objectives, yet flexible enough to adapt to changing market conditions and business opportunities throughout the year.
Start Annual Marketing Planning by Reviewing Previous Year Marketing Performance
Before you begin the annual planning process for the coming year’s marketing efforts, you’ll want to take a close look at how you performed over the current year. Even if you did not have a structured marketing plan in place previously, you should be able to review past marketing activities and results.
Here are some questions to ask when evaluating the performance of a previous annual marketing plan or year’s activities:
Did you achieve desired results from your marketing efforts (such as improved brand recognition, X number of leads generated or sales/revenue figures)?
Which specific marketing activities were effective?
Which specific marketing activities were not effective?
Should you reallocate resources to better performing targets, markets or marketing tactics?
Has your target market, audience or geographic area changed over the year?
Were you able to stay within a marketing budget at the end of the year?
What areas of your marketing budget do you need to cut costs in for the coming year?
What areas of your marketing budget do you want to invest more in for the coming year?
The answers to questions about your previous year’s marketing plan will play a big part in building an annual marketing plan for the coming year. Each year adjustments should be made to your marketing planning efforts that incorporate learning from the past – what works or what doesn’t work.
Develop Essential Components of an Annual Marketing Plan
A marketing plan is a written document that contains a business’ marketing strategies and tactics. The first step in developing an annual marketing plan is getting organized. Make a list of all the marketing components or categories that are important for your business.
Typical components in a marketing plan include:
Advertising (print and/or online)
Branding and Graphics (promotional giveaway items, photography, video production, graphic development)
Collateral (sell sheets, brochures, business cards)
Events (trade shows, webinars)
Direct Marketing (email, direct mail, list generation, promotional incentives/contests)
Public Relations (press release distribution, PR agency)
Research (focus groups, surveys, marketing reference books)
Social Media (social media networks)
Website (search engine optimization, web development/hosting)
Of course the actual components for your business may vary depending on your business, industry and marketing budget. The important thing is to identify all the potential components in your annual marketing plan so you can decide how you plan to address those components for your business. Even if you do not plan to allocate budget for a category – like social media – it should be included if you have any marketing efforts planned for the category so strategies and tactics can be outlined in an integrated planning approach.
Define Marketing Plan Strategies, Tactics and Budget
Once marketing components are outlined for the business, all potential strategies and tactics should be defined per category or component.
Here is an example of defining strategies and tactics for the “advertising” category:
Marketing Category: Advertising Strategy #1 – Drive traffic to website via online advertising Tactic # 1 – Google Adwords Tactic #2 – Banner ads on industry association website Tactic #3 – Internet yellow pages ads
Each tactic will also need to have an allocated budget, if applicable. The marketing plan should include fields to capture your allocated budget, actual spend and budget variance so that you can track throughout the year and make any adjustments needed. For example, if you are tracking under budget in one category you can shift funds to another category where you may be tracking over budget.
Flexibility to adapt an annual marketing plan throughout the year is important to adapt to a changing business environment and be “opportunistic” in marketing efforts. Be sure to take advantage of tracking mechanisms for marketing efforts whenever possible – such as unique 800 numbers or website analytic reports – so that you can make adjustments to maximize performance of campaigns (or dump marketing efforts that are not producing desired results). Goals should also be set for all areas of a marketing plan so that you can measure the performance of marketing tactics against business objectives.
SALES METHODOLOGIES
Personal selling is a promotional method in which one party uses skills and techniques for building personal relationships with another party that results in both parties obtaining value. Personal selling occurs whenever an individual salesperson sells a product, service or solution to a client.
Salesmethods
There are many different sales methods that can be used to complete a sale and form the required relationships. Determining which sales method is more effective depends on what you are selling, who you are selling to and when you are selling it.
AIDA Method
AIDA is an acronym that stands for Attention, Interest, Desire and Action. This is a method that looks at the steps a client will undertake from when they first becomes aware of the product or service, to when they are making a purchase decision.
Attention – Get the other person’s interest Interest – Spark their curiosity Desire – Create the need Action – Get them to commit to something
Need satisfaction
The need satisfaction technique is a question and answer technique to make the client to recognise the need for your offering. This then leads to the client agreeing that they have a need to be fulfilled, which leads to you showing them how your offer can satisfy their needs. This method is based on a win-win approach for both the sales person and the client.
Depth Theory
Depth Theory is when a creation of trust occurs between the buyer and seller. The seller uses expertise in their product, service or industry to create trust between themselves and the buyer. The client will see the salesperson as an expert in that area and will trust them to solve the issues that they have.
Step process
The 7 step process is a plan of action that starts at the planning and preparation to make the sale and leads to after sale follow ups. The 7 steps are: 1. Planning and preparation 2. Introduction or opening 3. Questioning 4. Presentation 5. Overcoming objections/negotiating 6. Closing 7. After-sales follow-up
communication and hospital Marketing management
Effective communication and advertising management is important to not only correctly identify a target audience, but also to reach this audience efficiently through different information channels. There are many benefits of successfully managing these marketing communications, including, but not limited to:
Behavioural segmentation: purchasing patterns, loyalty status
Implementing a hospital Marketing Strategy
Implementing a Marketing Strategy Execution Plan, known to Fulcrum and our clients as a “Sprint Plan” is the most effective way to prevent this highway-less journey , hospital Marketing agency Sangamvadi Pune. A Marketing Strategy is a set of strategic goal-focused plans for a certain period of time.
hospital Marketing Strategy and Planning
Implement your marketing plan
Your marketing plan must do more than just say what you want to happen. It must describe each step required to make sure that it happens.
Schedule The plan should include a schedule of key tasks. This sets out what will be done, and by when. Refer to the schedule as often as possible to avoid losing sight of your objectives under the daily workload.
Team And Resources It should also assess what resources you need. For example, you might need to think about what brochures you need, and whether they need to be available for distribution. You might also need to look at how much time it takes to sell to customers and whether you have enough salespeople.
Cost The cost of everything in the plan needs to be included in a budget. If your finances are limited, your plan will need to take that into account. Don’t spread your marketing activities too thinly – it is better to concentrate your resources to make the most of your budget. You may also want to link your marketing budget to your sales forecast.
Control As well as setting out the schedule, the plan needs to say how it will be controlled. You need an individual who takes responsibility for pushing things along. A good schedule and budget should make it easy to monitor progress. When things fall behind schedule, or costs overrun, you need to be ready to do something about it and to adapt your plan accordingly.
Everyone likes to talk about creating a marketing plan. It’s the fun part of marketing, the creative aspect of your planning process and hospital Marketing agency Sangamvadi Pune. But strategy without execution won’t help your business succeed. In fact, marketing execution is how you achieve results.
Create your marketing strategy
Decide how to market your product or service to potential customers by developing a marketing strategy that positions your product to particular customers
Write a marketing execution plan
How to identify your objectives and write a plan that will help your marketing generate sales, including tactics and objectives
Marketing on a tight budget
How to get the most out of a small or limited marketing budget using cost-effective marketing methods such as Public Relations and online marketing
face to face field marketing is also called personal selling or door to door marketing, customers are met directly in order to sell their products, using this method of field marketing.
Fulcrum are a highly recommended provider of product sampling staff. We specialise in the implementation of sampling campaigns using our in house sampling team and logistical know-how.
Dealer marketing is of utmost importance for the success of any brand. For most brands, dealers, distributors and resellers are critical links to success.
we can help with everything from planning and design to production and delivery ensuring your direct marketing campaigns are delivered on time to the highest quality.
When it comes to guerrilla marketing the gloves are off. They are usually low budget campaigns but with the right imagination and ideas they offer up some unprecedented results
Much like product demonstrations these campaigns have brand reps or ambassadors at the center of them. The difference is it’s more about the selling of the product
Auditing takes the reps out off the front line and away from the consumer. Auditing teams are used by marketers to monitor traditional marketing strategies that they put in place across retail.
Door To Door Marketing:
Nothing beats the reality that one gets when you can interact with potential clients face to face physically moving from door to door within a community or household to household,
As mentioned already, demo days are a popular tool of field marketing. These campaigns can stretch from as little as one week to 6 months however some are continuous and full time.
The team at Fulcrum has delivering successful Shopping Centre Marketing Campaigns across a wide range of shopping centres and retail complexes. From major retail locations to local community focused shopping centres; we have secured real, measurable results across the board.
Marketing Plan and Marketing Strategy
hospital Marketing | hospital Marketing agency Sangamvadi Pune
Sangamvadi , Pune
Sangamvadi is an upcoming area in central Pune. This locality is situated beside the Mula river. Bombay Engineering Group have their setup here. Locality is surrounded by Mula River on either sides. The Holkar Bridge connects this place with other regions, thus making commuting easy for its residents. Sangamwadi is connected with another upcoming neighborhood, Koregaon Park, via the N Main Road. Khadki, Dapodi, Aundh, Shivajinagar, Koregaon Park, Kalyani Nagar, Gokhale Nagar, Deccan Gymkhana and Budhwar Peth are its neighboring localities. The reason of developing this locality is its nearness to Koregaon Park. Lots of residential projects are coming up in this locality. Kohinoor Olive Bliss, Gaikwad Insignia, Ahura Mayfair, Ashoka, Daulat, Sangharalaya Society are some of the best residential projects in Sangamvadi.
Sangamvadi is an upcoming area in central Pune. This locality is situated beside the Mula river. Bombay Engineering Group have their setup here. Locality is surrounded by Mula River on either sides. The Holkar Bridge connects this place with other regions, thus making commuting easy for its residents. Sangamwadi is connected with another upcoming neighborhood, Koregaon Park, via the N Main Road. Khadki, Dapodi, Aundh, Shivajinagar, Koregaon Park, Kalyani Nagar, Gokhale Nagar, Deccan Gymkhana and Budhwar Peth are its neighboring localities. The reason of developing this locality is its nearness to Koregaon Park. Lots of residential projects are coming up in this locality. Kohinoor Olive Bliss, Gaikwad Insignia, Ahura Mayfair, Ashoka, Daulat, Sangharalaya Society are some of the best residential projects in Sangamvadi.
Connectivity :
This locality is surrounded by Mula Road, Bund Garden Road, Deccan College Road and Sangamwadi Road. Sangamwadi and Bund Garden Road is the major road which has direct access to Mumbai Highway/Mumbai-Pandharpur Road.
It has excellent connectivity to Pune International Airport which is located at a driving distance of 11.7 kms via Samrat AshoK Road. Shivajinagar, Pune Junction, Ghorpadi and Khadki railway stations are located near to this locality. However, Pune Junction is the nearest railway station to Sangamvadi via Chatrapati Shahu Maharaj Road.
Factors for future growth : Located close to Koregaon Park and Kalyani Nagar have been a plus point for Sangamvadi, people working in those localities like to have their residence in nearby areas which drove rental demand and provided consistent rental yields. As a result, huge demands for 2 BHK flat in Sangamvadi have been seen. Its connectivity to Pune International Airport along with major IT Parks such as Koregaon and Kalyani Nagar will create residential demand and development in the coming days. The locality is experiencing rapid residential and industrial development owing to its strong connectivity with key regions like Deccan Gymkhana, Koregaon Park and Kalyani Nagar via Roadways.
Infrastructural Development (Social & Physical) : St. Felix School, Army School Khadki, Matoshri English Medium School, Swatantra Senani Abdul Hakim Ajmal Khan, Poona School and Home For Blind, J N Petit Technical High School, SSPMS Day School and Rewachand Bhojwani Academy are some reputed schools in the vicinity. Some of the renowned hospitals providing health care facilities to the residents of Sangamvadi are Ruby Hall Clinic, Amrut Hospital, Inlaks and Budhrani Hospital, Apollo Jehangir Hospital, Sassoon General Hospital and Sancheti Hospital are to name a few. Connaught Place, Jewel Square, SGS Mall, Nitesh Hub and NUcleus Mall are few malls located nearby which serves the daily needs of the people.
