I've then gone on to identify the specific areas where they're positioning the brand in direct relation to their competitive set: un-touchable service, superior convenience, and shared community.
These pillars will lead to the following tactics & activities, as well as competitive messaging that will consequently be developed.
Since I first created the One Page Marketing Plan template, many people have asked me to provide a marketing plan example so they can see it in action. The One Page Marketing Plan takes the core components of an effective marketing plan and condenses them onto a single page.
This is intentional as it forces you to focus on what matters; what are the essential elements that will make a difference and move the needle.
It focuses, clarifies, and simplifies your marketing planning and actions.
For the purposes of demonstrating how to build and populate the One Page Marketing Plan, I've taken Starbucks as a case study.The activities stem from the outlined strategies; they are what will actually be executed and delivered as part of this marketing program.The activities highlighted provide a high-level view of the plan; each element would then be worked up separately with a campaign delivery plan.As I outlined the Audience pillar within the plan, I therefore used a lot of inputs from profiles that Starbucks had already built.This gives a great foundation and grounding for the rest of the plan.I'm merely using them for inspiration and to illustrate the One Page Marketing Plan in action.That said, I've tried to make it as representative as possible, with my own take and ideas for what they should be focussing on and doing.The key strategies are the broad approaches and methods that Starbucks will apply to achieve their marketing goals. These are broader and at a higher level than the subsequent tactics and activities that will then be applied. The key strategies talk directly to the marketing goals by outlining how they'll be accomplished.Pricing & Positioning In the pricing & positioning section I've outlined the broad pricing policy that I see Starbucks will want to maintain; that they hold a price premium versus their competitive set.So, with that in mind, here's Starbucks' One Page Marketing Plan: As I've constructed this marketing plan example using Starbucks, I've looked at the brand from a global perspective.I haven't dived in to consider opportunities at either a regional or local level; for example, one of their major focus areas is developing the business in China where they've seen significant growth in the last year.