The program of marketing measures will define what is going to be done, when and at which price. It covers measures chronologically, generally during one accounting year. It contains all tasks which intend to sell, promote or sustain demand
- sales (e.g. on the sport , by telephone or by electronic means)
- marketing communications (e.g. Postal canvassing, advertisements, direct mail, electronic marketing)
- event marketing (public selling, exhibition centers, other events)
- communication to the media and the stakeholders
- liaison activities, i.e. Maintaining consumer and other essential relationships.
The marketing plan can be written as a program of measures. It is a tool allowing the cooperative to execute efficient and well-targeted marketing measures. It can include responsibilities and the objectives of the actions, development, and coordination.
The program will facilitate the monitoring of marketing.
The expenditure due to the measures will make up the marketing budget. The starting cooperative needs to assess the chronological compatibility of the revenue and expenditure; marketing will generate expenses before any income is received.