• Location - near customers, near wholesaler, arbitrary
• Staff - conduct, knowledge, expertise, specialisation, attitude
• Distribution - direct/indirect sales, retail concept, co-operative
purchasing association, sales van, packaging, physical
transportation, etc.

2) Communication parameters
• Advertising - advertisements, printed matter, internet, catalogues,
brochures, magazines, flyers, cinema/TV/radio commercials, traffic
adverts, shop displays, exhibition guides, signing, promotional gifts,
etc.

• Sales promotion - sample products, introductory offer,
demonstration, delivery on approval, in-store displays…

• Public relations - publicity, storytelling, press releases, events,
educational material…
• Fair and exhibition showcasing
• Sponsorship - providing sponsorship for culture, sports, and
environment
• Personal sales promotion - sales letters, cold calling, direct mailing

Marketing Plan
A marketing plan is a tool enabling your business to get as much value as
possible for money you spend on marketing.

Many businesses choose to approach the market randomly. Unfortunately,
this attitude often results in waste of resources. A marketing plan can help
structure the actions.

Before you start
If you are approaching a new target group it is a wise thing to double-check
if you have selected the ideal target group.
• Estimate the size of the target group – how big quantities will you be
able to sell?
• Is there a demand for your product/service within the target group?
• Will you be able to meet the requirements of the target group?
(quality, service, price level, etc.)
• Assess the competition – is the market characterised by tough
competition?
• What are the future prospects of the target group?

If you estimate a sound correlation between your marketing costs and your
earnings potential (commercial viability) you can go on with the planning.

Marketing material
It is important to have the necessary material ready before initiating your
marketing. There is no point in starting before you have worked out

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