Marketing plan

fr:Plan marketing A Marketing Plan is a written document that details the actions necessary to achieve a specified marketing objective(s). It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years. A marketing plan may be part of an overall business plan. In general terms, it must:

• describe and explain the current situation
• specify the expected results (objectives)
• identify the resources that will be needed (including financing, time, and skills)
• describe the actions that will need to be taken to achieve the objective(s)
• devise a method of monitoring results and adjusting the plan where necessary

There are many formats for marketing plans and every company does it a little differently, but the outline that follows is a very complete format. Using this format will produce a 30 to 40 page plan. Many companies prefer an abridged format that would yield a 10 to 20 page plan. # Title page # Executive Summary # Current Situation - Macroenvironment #

• economy

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• government

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• legal

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• technology

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• ecological

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• sociocultural

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• supply chain

# Current Situation - Market Analysis #

• market definition

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• market size

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• market segmentation

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• industry structure and strategic groupings

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• Porter 5 forces analysis

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• competition and market share

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• competitors' strengths and weaknesses

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• market trends

# Current Situation - Consumer Analysis #

• nature of the buying decision

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• participants

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• demographics

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• psychographics

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• buyer motivation and expectations

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• loyalty segments

# Current Situation - Internal #

• company resources

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• *financial

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• *people

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• *time

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• *skills

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• objectives

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• *mission statement and vision statement

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• *corporate objectives

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• *financial objective

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• *marketing objectives

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• *long term objectives

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• corporate culture

# Summary of Situation Analysis #

• external threats

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• external opportunities

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• internal strengths

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• internal weaknesses

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• key success factors in the industry

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• our sustainable competitive advantage

# Marketing research #

• information requirements

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• research methodology

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• research results

# Marketing Strategy - Product #

• product mix

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• product strengths and weaknesses

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• *perceptual mapping

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• product life cycle management and new product development

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• Brand name, brand image, and brand equity

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• the augmented product

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• product portfolio analysis

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• *B.C.G. Analysis

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• *contribution margin analysis

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• *G.E. Multi Factoral analysis

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• *Quality Function Deployment

# Marketing Strategy - Market share objectives #

• by products,

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• by customer segments,

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• by geographical markets

# Marketing Strategy - Price #

• pricing objectives

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• pricing method (eg.: cost plus, demand based, or competitor indexing)

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• pricing strategy (eg.: skimming, or penetration)

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• discounts and allowances

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• price elasticity and customer sensitivity

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• price zoning

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• break even analysis at various prices

# Marketing Strategy - Promotion #

• promotional goals

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• promotional mix

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• advertising reach, frequency, flights, theme, and media

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• sales force requirements, techniques, and management

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• sales promotion

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• publicity and public relations

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• electronic promotion (eg.: Web, or telephone)

# Marketing Strategy - Distribution #

• geographical coverage

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• distribution channels

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• physical distribution and logistics

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• electronic distribution

# Implementation #

• personnel requirements

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• *assign responsibilities

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• *give incentives

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• *training on selling methods

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• financial requirements

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• management information systems requirements

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• month-by-month agenda

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• *pert or critical path analysis

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• monitoring results and benchmarks

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• adjustment mechanism

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• contingencies (What if's)

# Financial Summary #

• assumptions

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• pro-forma monthly income statement

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• contribution margin analysis

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• breakeven analysis

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• Monte Carlo analysis

# Appendix #

• pictures and specifications of the new product

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• results from research already completed

See also: marketing, plan, marketing management, strategic management, business plan Category:Marketing Category:Management

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