As well as marketing communications, your marketing plan should span the full mix of marketing activities. Developing new products and building your distribution network might be important parts of your strategy, for example. You will also need to plan carefully for any price increases or tactical moves such as an end-of-season sale.
You might also want to strengthen your marketing capabilities. Note in your marketing plan whether you intend to give staff sales training or introduce new customer relationship management (CRM) technology. Maybe you need to introduce more efficient systems or measure customer satisfaction. Including activities like these in your marketing plan helps ensure that they are identified as priorities and that you dedicate time and money to them.
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