In the Business Plan we have already explained how to develop a Marketing Plan, but with a view of your institution as a whole. It is the objective of this section to develop a specific marketing plan concerning the individual programme or service that you are offering to your clients. Please refer to the explanations given under the Marketing Plan to describe the "four P's" of your programme/service:

• (1) Detailed description of the programme (if not covered by the logframe already)
• (2) Price
• (3) Promotion
• (4) Place (Delivery)

(2) Price:
Due to the great importance of sound pricing, we will deal with this issue more precisely. The following is recommended in order to develop a price for your programmes/services:

• Use a break-even point analysis as a starting point for your price strategy. Click on Budget to see how to do a break-even point analysis
  
• Review the price strategies described under the Marketing chapter of the Business Plan and consider which ones might be appropriate for your services and particular circumstances.
  
• Use the list of questions below as a guide for developing a basic price strategy:
  • Will prices be the same, lower or higher than those of the competition?
  • Is price the most important criteria used by the customer in selecting your programme/service? How price sensitive is the target market for each service?
  • Will the basic price be different for different customers?