Marketing Plan for YOUR COMPANY NAME

[YOUR COMPANY NAME]
MARKETING PLAN
Prepared for:
[Enter VC or Funding/Finaning Organi!ation]
Prepared by:
[YOUR NAME]
[YOUR TITLE]
[DATE]

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Ta/.e o1 Content'
(tate6ent o1 Con1identia.it$ 7 Non82i'.o'ure************************************************************************************** 9
E:ECUTIVE (UMMARY***************************************************************************************************************************** ;
<* (ITUATION ANALY(I(********************************************************************************************************************** =
1.1 Industry Analysis......................................................................................................................... 5
1.2 Sales Analysis............................................................................................................................. 6
1. !o"petiti#e Analysis................................................................................................................... $
1.% !usto"er Analysis...................................................................................................................... &
1.5 S'(T Analysis........................................................................................................................... &
1.6 Analysis of )ar*etin+ A,ti#ities -if appli,able............................................................................1/
+* O)>ECTIVE(*********************************************************************************************************************************** <+
2.1 !orporate (b0e,ti#es................................................................................................................ 12
2.2 )ar*etin+ (b0e,ti#es................................................................................................................ 12
9* MARKETING (TRATEGY**************************************************************************************************************** <9
.1 )ar*et Se+"entation Strate+y.................................................................................................. 1
.2 Tar+etin+ Strate+y..................................................................................................................... 1
. Produ,t 1ife !y,le..................................................................................................................... 1%
.% Potential Strate+ies................................................................................................................... 1%
.5 !ore Strate+y............................................................................................................................ 15
;* MARKETING PROGRAM(************************************************************************************************************** <-
%.1 )ar*etin+ )i2............................................................................................................................ 1$
%.2 1oyalty Pro+ra"s...................................................................................................................... 2/
%. !usto"er Ser#i,e 3 Support..................................................................................................... 2/
%.% )ar*et 4esear,5....................................................................................................................... 2/
%.5 Personal Sellin+........................................................................................................................ 2/
%.6 Trust and !redibility.................................................................................................................. 2/
%.$ Trade Pro"otions...................................................................................................................... 2/
=* IMPLEMENTATION PLAN*************************************************************************************************************** +<
5.1 Produ,t Desi+n and De#elop"ent............................................................................................ 21
5.2 )ar*etin+ 3 Sales..................................................................................................................... 21
5. Distributors................................................................................................................................ 25
5.% 4esour,e 4e6uire"ents........................................................................................................... 25
5.5 S,5edulin+................................................................................................................................ 25
?* PERFORMANCE EVALUATION AN2 MONITORING*********************************************************************+-
6.1 )onitorin+ Ad !a"pai+ns......................................................................................................... 2$
6.2 Sales Analysis........................................................................................................................... 2&
6. Profit and 1oss State"ents....................................................................................................... 1
6.% )eetin+ S,5edule..................................................................................................................... 1
6.5 !usto"er Profilin+.................................................................................................................... 1
6.6 Salesfor,e E#aluation............................................................................................................... 2
-* FINANCIAL INFORMATION************************************************************************************************************* 9;
$.1 7inan,ial !apsule..................................................................................................................... %
$.2 7inan,ial Assu"ptions.............................................................................................................. %
$. 8ud+et...................................................................................................................................... %
$.% Sales Pro0e,tions -5 years........................................................................................................ 6
@* CONTINGENCY PLAN(****************************************************************************************************************** 9@
9.1 Sy"pto"s of 7ailure................................................................................................................. 9
9.2 Alternati#e Strate+ies................................................................................................................. 9
APPEN2ICE(******************************************************************************************************************************************* 9A
[YOUR COMPANY NAME] Marketing Plan 2

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[YOUR COMPANY NAME] Marketing Plan
(tate6ent o1 Con1identia.it$ 7 Non82i'.o'ure
T5is do,u"ent ,ontains proprietary and ,onfidential infor"ation. All data sub"itted to [4E!EICI?>
PA4T@] is pro#ided in relian,e upon its ,onsent not to use or dis,lose any infor"ation ,ontained 5erein
e2,ept in t5e ,onte2t of its business dealin+s <it5 [@(=4 !()PA?@ ?A)E]. T5e re,ipient of t5is
do,u"ent a+rees to infor" its present and future e"ployees and partners <5o #ie< or 5a#e a,,ess to t5e
do,u"entDs ,ontent of its ,onfidential nature.
T5e re,ipient a+rees to instru,t ea,5 e"ployee t5at t5ey "ust not dis,lose any infor"ation ,on,ernin+
t5is do,u"ent to ot5ers e2,ept to t5e e2tent t5at su,5 "atters are +enerally *no<n toB and are a#ailable
for use byB t5e publi,. T5e re,ipient also a+rees not dupli,ate or distribute or per"it ot5ers to dupli,ate or
distribute any "aterial ,ontained 5erein <it5out [@(=4 !()PA?@ ?A)E]Ds e2press <ritten ,onsent.
[@(=4 !()PA?@ ?A)E] retains all titleB o<ners5ip and intelle,tual property ri+5ts to t5e "aterial and
trade"ar*s ,ontained 5ereinB in,ludin+ all supportin+ do,u"entationB filesB "ar*etin+ "aterialB and
"ulti"edia.
8@ A!!EPTA?!E (7 TAIS D(!=)E?TB TAE 4E!IPIE?T A>4EES T( 8E 8(=?D 8@ TAE
A7(4E)E?TI(?ED STATE)E?T.
[YOUR COMPANY NAME] Marketing Plan %
E:ECUTIVE (UMMARY
T5e E2e,uti#e Su""ary is a synopsis of t5e entire "ar*etin+ plan. Sin,e our 4e#ie< Panel only reads
t5is se,tion to deter"ine <5et5er t5ey s5ould spend "ore ti"e e#aluatin+ your plan -and ,o"pany.B it
s5ould 5i+5li+5t t5e "ain ele"ents of your plan and business strate+yB and ,reate a desire to read t5e
rest of t5e do,u"ent.
8riefly su""ari;e t5e follo<in+:
!urrent SituationB !o"pany )ission 3 (b0e,ti#es
Produ,tESer#i,e Des,ription
)ar*etin+ (b0e,ti#es
)a0or )ar*etin+ Pro+ra"s 3 Strate+y
E2pe,ted )ar*etin+ andEor 7inan,ial 4esults
Feys to Su,,ess
T5e sub0e,ts abo#e s5ould ,ontain t5e ans<ers to t5e follo<in+ 6uestions:
'5oG -<5o is your ,o"panyG <5o is tar+et ,usto"erG.
'5atG -<5at is t5e produ,t or ser#i,e offeredG.
'5ereG -<5ere is your "ar*et lo,atedG <5ere <ill you be i"ple"entin+ your "ar*etin+
a,ti#itiesG.
'5enG -<5en <ill your plan be i"ple"entedG <5en do you e2pe,t t5e resultsG.
Ao< "u,5G -5o< "u,5 profitB salesB 4(I do you e2pe,tG.

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<* (ITUATION ANALY(I(
<*< Indu'tr$ Ana.$'i'
<*<*< MarBet C%arateri'ti'
H )ar*et si;e -in dollars andEor produ,tion units. and +ro<t5 rate -annual rate in per,enta+e. by
+eo+rap5i,al re+ion or sales territory
H )ar*et potentialB industryEe2pert fore,asts
H Aistory of "ar*et -5o< it 5as e#ol#ed.B "ar*et sta+e -e.+. ne< "ar*etB "ature "ar*etB et,..
H Industry stru,ture
H 1e#el of ,o"petitionB do"inant playersB presen,e of ,on+lo"eratesB noti,eable past failuresB noti,eable
ne< entries
H Trends in supply and de"and
<*<*+ Trend' and 2ri&er'
H )a0or industry trendsB fas5ion and fads
H )a0or dri#ers of ,5an+e
H !5an+es in use of produ,t
H ?e< ,ate+ories of produ,t users
8ased on de"o+rap5i,s su,5 as a+eB +enderB in,o"eB edu,ationB o,,upationB et,.
8ased on psy,5o+rap5i,s su,5 as benefits desiredB 5abitsB #aluesB attitudesB lifestyleB be5a#iorB
opinionsB et,.
H De"and ,y,lesB seasonality effe,t -su""er #s. <inter.B spe,ial o,,asionsB and <orld<ide e#ents
<*<*9 Lega.4 Po.itia. 7 Eono6ia. Fator'
H Present and future la<s and poli,ies affe,tin+ your business and "ar*et
H Presen,e of +o#ern"ent a+en,ies and re+ulatin+ bodies
H !orporate ta2 s5elters
H >o#ern"ent spendin+
H Effe,ts of ta2ationB inflationB "onetary poli,ies -e.+. interest rates.B e2,5an+e rates
H International trade de#elop"ents -e.+. 7TAAB E=B et,..
H Politi,al ,li"ate -e.+. stableB <ar settin+B et,.. and stability of +o#ern"ent
<*<*; (oiou.tura. Fator'
H 1ifestyle and so,io,ultural ,5an+es
H En#iron"ental ,on,erns
H !5an+es in use of disposable in,o"e
H 1i#in+ ,onditions -a"enitiesB utilitiesB pollution.
H 1e#el of so,ial "obility -"o#e"ent of indi#iduals fro" one so,ietal ,lass to anot5er.
H De+ree of rural "i+ration -"o#e"ent of population fro" rural areas to ,ities. and urban spra<l
-spreadin+ of t5e population and de#elop"ent into rural areas.
<*<*= Te%no.ogia. Fator'
H 8rea*t5rou+5 te,5nolo+ies or pro,essesB te,5nolo+ies under de#elop"ent
H 4ate of te,5nolo+i,al inno#ation
H 4elati#e ,ost of te,5nolo+yB resear,5 and de#elop"ent
H Industry dependen,e on te,5nolo+i,al fa,torsB i"pa,t of te,5nolo+i,al inno#ation
H Ener+y use
<*+ (a.e' Ana.$'i'
H E,ono"i, +ro<t5 and profitability of industry #s. your +ro<t5 and profitability
H E#olution of salesB "ar*et s5areB #ariable ,osts -laborB ra< "aterialsB ener+yB et,..
H E#olution of "ar*etin+ e2penditures and profit "ar+ins of your ,o"pany produ,t-s. o#er last 5 years
,o"pared to industry fi+ures
8y produ,t fa"ily or by produ,t SF= -ea,5 "odelB #ersionB for"atB et,..
8y sales territory or by any ot5er unit pertinent to your ,o"pany
H Su""ari;e t5e ele"ents abo#e in table for"at -,al,ulation for"ulas pro#ided in parent5esis.:
Produt A
@ear H5 @ear H% @earH @earH2 @ear H1
A Indu'tr$ (a.e'
) Co6#an$ (a.e'
C MarBet (%are
2 A&erage (e..ing
Prie
E Varia/.e Co't' C#er
unitD
F Gro'' Margin #er
unit C2 8 ED
G Nu6/er o1 Unit'
(o.d
CA E CD
3 Gro'' Re&enue
C2 E GD
I Tota. Gro'' Margin
CF E GD
> MarBeting EE#en'e'
K Ot%er EE#en'e'
L Net Pro1it'
CI F > F KD
TA)LE <* Produt A (a.e' 3i'tor$
[YOUR COMPANY NAME] Marketing Plan $

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H Distribution trends and de#elop"ents
H Types of distribution ,5annels used in "ar*et and brea*do<n of sales +enerated t5rou+5 ea,5 ,5annel
8rea*do<n for industry
8rea*do<n for your ,o"pany
H Distribution ,osts t5rou+5 different ,5annels
<*9 Co6#etiti&e Ana.$'i'
<*9*< Co6#etiti&e .and'a#e
H Indi,ate le#el of ,o"petition in industry -e.+. fier,eB "oderate. and nu"ber of ,o"petitors
H Indi,ate #olatility of ,o"petition in industry: nu"ber of yearly ne< players and failures
H Des,ribe type-s. of ,o"petition affe,tin+ your business -produ,tEser#i,e ,o"petitionB ,o"petition at t5e
le#el of ,orporateE"ar*etin+ strate+y or business "odelB or ,o"petition based on spe,ifi, attributes su,5
as pri,eB 6ualityB featuresB et,..
H Identify t5e industryIs ,o"petiti#e barriers to o#er,o"e and state 5o< your ,o"pany 5as dealt or <ill
deal <it5 t5e"
H Identify potential sour,es of ,o"petiti#e ad#anta+e
<*9*+ Ke$ P.a$er'
H Identify "ain sour,es of ,o"petition -dire,t ,o"petitorsB indire,t ,o"petitorsB substitutesB potential
entrantsB related produ,ts. and e#aluate relati#e intensity of ,o"petition arisin+ fro" ea,5 sour,e
H Identify "a0or ,o"petitors and lesser ,o"petitors and list t5e" in ,ate+ories based on sour,e type -refer
to abo#e ite". andEor based on t5eir t5reat le#el
H Identify t5e fa,tors t5at +i#e po<er to ,o"petitors -e.+. "ar*etin+ strate+yB superior produ,tB establis5ed
,o"panyB stron+ finan,ial ba,*in+B e2pertiseB relations5ip <it5 *ey industry "e"bersB et,... Identify t5e
strate+ies andEor "ar*et ,onditions t5at 5a#e allo<ed ,o"petitors to a,5ie#e +ood results andB if
appli,ableB <5at 5as ,aused t5e" to fail
<*9*9 Ke$ P.a$er' &'* Your Co6#an$
H Sele,t your "ain ,o"petitors and ,o"pare t5e" to your ,o"pany. E#aluate t5e perfor"an,e of t5eir
"ar*etin+ a,ti#ities and identify t5e intensity and type of t5reat t5ey poseB "ain strate+iesB re,ent
initiati#es and offensi#e ta,ti,s -dire,ted to<ards your ,o"pany.. 8riefly analy;e t5e follo<in+ ele"ents
and ,o"pare t5e" to your ,o"pany:
Produ,tEser#i,e offerin+ -,5ara,teristi,sB featuresB benefits.
Si;e -in ter"s of salesB "ar*et s5areB infrastru,ture and ,usto"er base.
(b0e,ti#es
Stren+t5s and <ea*nesses
8rand e6uity: ,usto"er loyaltyB brand i"a+eB brand a<arenessB brand re,o+nition and brand
reputation
PastB present and future strate+ies
)ar*etin+ strate+ies -positionin+B brandin+B ad#ertisin+B "edia e2penditures.
Probable a,tions in response to "ar*et ,5an+es and to your ,o"pany
Effi,ien,ies in ,ost stru,ture -e.+. e,ono"ies of s,ale or s,opeB strea"lined pro,essesB JITB et,..
De+ree of #erti,al inte+ration
Aistory of inno#ations
Stren+t5 of "ana+e"ent
Stren+t5 of distribution
7inan,ial resour,es

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H Su""ari;e *ey ,o"petitor infor"ation in t5e follo<in+ table:
2iret
Co6#etitor'
MarBet
(%are
Produt
or
(er&ie
2e'ri#tion
Produt
or
(er&ie
Feature'
(trengt%' 5eaBne''e' MarBeting
(trateg$
Aggre''i&ene''
C3ig%4 Lo04
Mediu6D
T%reat
Le&e.
C3ig%4
Lo04
Mediu6D
Co6#etitor <
Co6#etitor +
G
Indiret
Co6#etitor'
Co6#etitor 9
Co6#etitor ;
G
(u/'titute'
Co6#etitor =
Co6#etitor ?
G
Potentia.
Entrant'
Co6#etitor -
Co6#etitor @
G
Re.ated
#rodut'
Co6#etitor A
Co6#etitor
<,
G
TA)LE +* Main Co6#etitor'
<*9*; Co6#etiti&e Ad&antage
H Des,ribe your ,o"petiti#e ,apabilitiesB resour,es and ,o"petiti#e ad#anta+e-s.
H !o"pare your ,ore ,o"peten,ies in relation to t5at of ,o"petitors
<*9*= (trategi Grou# Ma#
H !onstru,t a strate+i, +roup "ap of ,o"petitors in your industry -see 7i+ure 1 belo<.:
1. Identify t5e "ain ,5ara,teristi,s t5at differentiate fir"s in t5e industry -e.+. pri,eE6ualityB produ,t
assort"entB nu"ber of se+"ents ser#edB +eo+rap5i, ,o#era+eB de+ree of #erti,al inte+rationB
nu"ber of distribution ,5annelsB ,usto"er ser#i,e orientationB et,...
2. Dra< a 2Ha2is "ap <it5 1 differentiatin+ ,5ara,teristi, per a2is.
. Plot t5e ,o"petitors on t5e "ap.
%. >roup ,o"petitors t5at fall in t5e sa"e re+ion by en,ir,lin+ t5e". T5e si;e of t5e ,ir,le s5ould be
proportionate to t5e +roupIs total "ar*et s5are.
OR
En,ir,le indi#idual ,o"petitors. T5e si;e of t5e ,ir,le s5ould be proportionate to t5at ,o"panyIs
relati#e "ar*et s5are.
[YOUR COMPANY NAME] Marketing Plan &
FIGURE <* (trategi Grou# Ma#
<*; Cu'to6er Ana.$'i'
<*;*< (eg6entation 2i6en'ion'
H 1ist t5e "ost pertinent se+"entation di"ensions for your "ar*et -e.+. de"o+rap5i,sB be5a#iorsB
+eo+rap5i, re+ionsB pur,5ase 5abitsB resistan,e to ,5an+eB adopter ,ate+ories [inno#atorsB early
adoptersB early "a0orityB late "a0orityB la++ards]B fa"iliarity <it5 or a,,ess to te,5nolo+yB et,..

<*;*+ Target MarBet
H 8riefly identify your tar+et "ar*et-s. -see Se,tion .2.1 for profile of tar+et "ar*et.
<*;*9 Forea'ted C%ange'
H Identify e2pe,ted ,5an+es in tar+et ,usto"er needs
H Identify e2pe,ted ,5an+es in buyin+ be5a#ior
H Identify e2pe,ted ,5an+es in ,usto"er per,eptions and attitudes
H Identify 5o< t5ese ,5an+es "i+5t affe,t ,o"petitorsI strate+y
H Identify se+"ents t5at "i+5t potentially be,o"e your tar+et
H Pro#ide fore,asted ,5an+es in "ar*et se+"ents:
'5i,5 se+"ents are +ro<in+ or de,linin+ and <5y
>ro<t5 rate
4elati#e se+"ent si;es
!5ara,teristi,s of se+"ents
<*= (5OT Ana.$'i'
H 1ist in a table your ,o"panyIs *ey internal stren+t5s and <ea*nessesB t5e t5reats it fa,es and t5e
opportunities t5at t5e "ar*et presents. Ele"ents dis,ussed abo#e -e.+. ,o"petiti#e ad#anta+e. s5ould be
present in t5is table -Table belo<..
[YOUR COMPANY NAME] Marketing Plan 1/
AI>A
Lo0
Prie/Hua.it$
MarBet 'eg6ent' 'er&ed
Fe0 Man$
Co6#an$ 2
Co6#an$ E
Co6#an$ A
Co6#an$ )
Co6#an$ C
Co6#an$
I
Co6#an$ F
Co6#an$ G
Co6#an$ 3
(TRENGT3(
E2a"ples:
H Ele"ents <5i,5 pro#ide ,o"petiti#e
ad#anta+e
H !ost stru,ture E effi,ient produ,tion pro,ess
H Te,5ni,al *no< 5o<
H Cery +ood reputation
H Superior produ,t
H Ai+5ly 6ualified <or*for,e
H Stron+ relations5ips <it5 *ey industry
"e"bers
5EAKNE((E(
E2a"ples:
H 1a,* of inno#ation
H Poor adaptability to "ar*et ,onditions
H 1a,* of ,o""uni,ation
H 1ittle finan,ial resour,es
H Poor "ana+e"ent
H Cery lon+ produ,t de#elop"ent ti"e
H Poor brand a<areness
H =nreliable ,usto"er ser#i,e
OPPORTUNITIE(
E2a"ples:
H E"er+in+ "ar*ets
H >ro<in+ de"and
H !5an+in+ ,usto"er tastes
H ?e< produ,t uses
H ?e< re+ulations
H ?e< distribution ,5annels
T3REAT(
E2a"ples:
H ?e< ,o"petitor
H Potential loss of finan,ial ba,*in+ by K
H ?e< re+ulations
H De,linin+ population
H )ar*et saturation
TA)LE 9* (5OT
<*? Ana.$'i' o1 MarBeting Ati&itie' Ci1 a##.ia/.eD
<*?*< Ana.$'i' o1 o6#an$I' 6arBeting #rogra6'
H Des,ribe strate+ies e"ployed by your ,o"pany for ea,5 "ar*et se+"ent
Tar+etin+ strate+y
Positionin+ strate+y
8randin+ strate+y
Ad#ertisin+ strate+y
Pro"otional strate+y
Publi, relations strate+y
Publi,ity strate+y
H 1ist "ar*etin+ e2penditures and "edia allo,ation
H E#aluate perfor"an,e of present "ar*etin+ a,ti#ities
H !o"pare perfor"an,e of ad#ertisin+ "ediu"s e"ployed
H Identify ele"ents t5at need to be re,onsidered based on ele"ents ,o#ered abo#e in Situation Analysis
<*?*+ Ana.$'i' o1 Re'oure' and Metri'
H Des,ribe s*ill and e2perien,e le#el of "ar*etin+ e2e,uti#es and "ana+ers
H 1ist t5e "etri,s e"ployed to e#aluate effe,ti#eness of ,a"pai+ns and e#aluate t5eir usefulness
H 1ist finan,ial resour,es a#ailable for "ar*etin+
H 1ist 5u"an resour,es a#ailable for "ar*etin+
<*?*9 )rand (trengt%
H Des,ribe your brandDs identity and brand attributes
H Indi,ate status of brand i"a+e
H Indi,ate le#els of
!usto"er loyalty
!usto"er satisfa,tion
8rand a<areness
8rand re,o+nition
8rand reputation

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+* O)>ECTIVE(
+*< Cor#orate O/Jeti&e'
H State ,orporate ob0e,ti#es
H State di#isional ob0e,ti#es
H State business unit ob0e,ti#es
+*+ MarBeting O/Jeti&e'
+*+*< (%ort8ter6 Cu#o6ing $earD
H Establis5 spe,ifi, and "easurable +oals t5at e2press desired le#els of salesB "ar*et s5areB brand
#ariablesB 4(IB et,.B o#er a spe,ifi, ti"efra"e and +eo+rap5i,Esales "ar*et. 7or e2a"ple:
I"pro#e ,usto"er loyalty -+enerate KL of repeat business in year 1.
In,rease brand a<areness in K "ar*et se+"ent fro" KL to @L in year 1
E2tend rea,5 of ,o""uni,ations to &/L of tar+et ,usto"ers for ea,5 ,a"pai+n
!reate brand a<areness for ne< produ,t to be laun,5ed in fort5 6uarter
>ain at least / ne< ,lients in K "ar*et se+"ent per 6uarter
Sell 1// produ,ts per <ee*
A,5ie#e a 5i+5 le#el of ,usto"er satisfa,tion a"on+ &5L of tar+et ,usto"ers
In,rease "ar*et s5are in K "ar*et se+"ent by 5L t5is year
4edu,e "ar*etin+ ,osts by 1/L o#er ne2t 6 "ont5s
+*+*+ Long8ter6 C9 to = $ear'D
H Establis5 spe,ifi, and "easurable lon+Hter" +oals t5at e2press desired le#els of salesB "ar*et s5areB
brand #ariablesB 4(IB et,.B o#er a +eneral ti"efra"e and +eo+rap5i,Esales "ar*et. 7or e2a"ple:
8e,o"e t5e nu"ber one brand in our "ar*et in year 5
8uild stron+ ad a<areness for produ,t K o#er ne2t t5ree years
A,6uire 2/L of our ,o"petitorsI ,usto"ers by year %
4edu,e ,ost per a,6uisition to K by year K
)a*e our brand synony"ous <it5 K e"otionalErational ele"ents
In,rease profit "ar+in of produ,t line A by KL by year
Se,ure partners5ip <it5 all "a0or distributors in K "ar*et
9* MARKETING (TRATEGY
9*< MarBet (eg6entation (trateg$
H Identify 5o< you <ill se+"ent t5e "ar*et. T5e "ain types of se+"entation strate+ies are as follo<s -you
"ay ,5oose a ,o"bination of strate+ies.:
>eo+rap5i, Se+"entation: se+"entin+ ,usto"ers based on +eo+rap5i, area -,ityB ,ountryB postal
,odeB "etropolitan statisti,al areasB ti"eH;oneB et,..
Produ,tH=ser Se+"entation: se+"entin+ ,usto"ers based on produ,t usa+e -a"ount andEor
,onsu"ption patterns of a produ,t ,ate+ory or brand.
1ifestyle Se+"entation: se+"entin+ ,usto"ers based on t5eir lifestyle -<5i,5 in,ludes: #aluesB
beliefsB attitudesB per,eptionsB leisure a,ti#itiesB preferen,e for so,ial e#entsB sports interestB
"edia usa+eB politi,al #ie<sB et,..
H 1ist t5e "ain "ar*et se+"ents
9*+ Targeting (trateg$
H Identify t5e tar+etin+ strate+y adopted by your ,o"pany. T5is <ill deter"ine <5i,5 "ar*et se+"ents
-establis5ed abo#e in Se,tion .1 )ar*etin+ Se+"entation Strate+y. you <ill fo,us on. T5e t5ree "ain
tar+etin+ strate+ies are:
)ass )ar*etin+: +o after t5e "ar*et as a <5ole <it5 one offer t5at ans<ers ,o""on needs
Differentiated )ar*etin+: +o after se#eral "ar*et se+"ents <it5 offers tailored to ea,5
Tar+et )ar*etin+: +o after a s"all se+"ent or subHse+"ent <it5 a tailored offer

9*+*< Target MarBet
H Identify t5e sele,ted tar+et "ar*et-s.
H Pro#ide t5e profile of your tar+et "ar*et a,,ordin+ to t5e follo<in+:
De"o+rap5i,s
A+e
>ender
So,ial status
(,,upation
4eli+ion
Et5ni,ity
In,o"e
So,ial ,lass
Psy,5o+rap5i,s
1ifestyle
Attitudes and beliefs
Per,eptions
Personality
Adopter ,ate+ory -inno#atorsB early adoptersB early "a0orityB late "a0orityB la++ards.
!onsu"ption and use patterns
8uyin+ "oti#es
'5enB <5ere and 5o< t5ey buy
=sa+e rate
Ao< often t5ey buy
Types of i"portant buyin+ situations
'5o "a*es t5e buyin+ de,ision and <5o does t5e buyin+G
[YOUR COMPANY NAME] Marketing Plan 1%
)ar*etin+ and 8rand di"ensions
Spe,ifi, responses to "ar*etin+ ,a"pai+ns
(penness to "ar*etin+
7a"iliarity <it5 brand
Do t5ey sele,t a produ,t based on brand or produ,t attributesG
8rand loyalty
!usto"er satisfa,tion
Ao< t5ey ,5oose bet<een ,o"petin+ brands
?ature of your relations5ip <it5 ,usto"ers
7a,eHtoHfa,eB telep5oneB InternetB "ail
!loseness of t5e relations5ip
Ao< often is t5eir feedba,* re6uestedG
Ao< often do you ,o""uni,ate <it5 t5e"G
9*9 Produt Li1e C$.e
H Identify t5e de#elop"ental sta+e of your produ,t -i.e. t5e de+ree of a,,eptan,e your produ,t 5as earned
in t5e "ar*et. and identify t5e appropriate "essa+e to ,on#ey in your ad#ertisin+. T5e t5ree pri"ary
sta+es are:
Pioneerin+ sta+e
o T5e ad#ertisin+ used in t5is sta+e introdu,es a ne< ,on,eptB ,5an+es 5abits and
edu,ates.
!o"petiti#e sta+e
o T5e ad#ertisin+ used in t5is sta+e establis5es your produ,tIs superiority o#er ,o"petin+
produ,ts.
4etenti#e sta+e
o T5e ad#ertisin+ used in t5is sta+e si"ply reinfor,es or re"inds ,usto"ers of t5e 6ualities
and a,,eptan,e your produ,t is already re,o+ni;ed for.
9*; Potentia. (trategie'
9*;*< (trateg$ For6u.ation
H 1ist t5e "a0or "ar*etin+ strate+ies t5at are a#ailable to your ,o"pany. Pro#ide t5e underlinin+
se+"entation and tar+etin+ strate+y and briefly des,ribe t5e "a0or ele"ents of t5e "ar*etin+ "i2 for
ea,5 strate+y -produ,tB pla,eB pro"otionB pri,e. -"ar*etin+ "i2 ele"ents <ill be detailed in Se,tion %.1
)ar*etin+ )i2.. )ar*etin+ strate+ies "ay be based on t5e follo<in+ +eneri, business strate+ies:
Differentiation Strate+y
o )ar*etin+ strate+y <ill in#ol#e differentiatin+ your ,o"pany fro" ,o"petitors by
5i+5li+5tin+ *ey #ariables su,5 as pri,eB 6ualityB featuresB ,usto"er ser#i,eB et,.
!ost 1eaders5ip Strate+y
o )ar*etin+ strate+y "ay in#ol#e ,ostH,uttin+ initiati#es a,ross t5e distributionEprodu,tion
pro,ess andEor "ay in#ol#e offerin+ a 5ea#ily dis,ounted and standard produ,t to all
"ar*et se+"ents
Differentiation 7o,us Strate+y or ?i,5e Strate+y
o ?i,5e "ar*etin+ strate+y <ill fo,us on a #ery distin,tB usually s"all and o#erloo*ed
"ar*et se+"entB and all "ar*etin+ "i2 ele"ents <ill be tailored spe,ifi,ally to t5is
se+"ent
!ost 7o,us Strate+y
o )ar*etin+ strate+y <ill in#ol#e offerin+ a basi, lo<H,ost produ,t to a s"all "ar*et
se+"ent
9*;*+ (trateg$ Pro' 7 Con'
(trateg$ K<: Define strate+y
Pros:
H
H
M
!ons:
H
H
M
(trateg$ K+L Define strate+y
Pros:
H
H
M
!ons:
H
H
M
(trateg$ K9L Define strate+y
Pros:
H
H
M
!ons:
H
H
M
9*= Core (trateg$
H Identify and 0ustify t5e sele,ted "ar*etin+ strate+y-ies. t5at <ill be e"ployed to a,5ie#e "ar*etin+ +oals
H E2plain 5o< "ar*etin+ strate+ies are li*ely to ,5an+e as t5e produ,tEindustry "atures and in response
to ,o"petitor a,tions
H Identify t5e types of "ar*etin+ to be used as part of ,ore strate+y
e.+.:
A++ressi#e ta,ti,s
Defensi#e "ar*etin+
)aintain steady +ro<t5
>uerilla "ar*etin+
!o"petitor i"itation
!o"petitor a#oidan,e
Traditional "ar*etin+ -printB radioB TCB outdoorsB publi, relations.

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>rassroots "ar*etin+: <ord of "out5B #iral "ar*etin+B bu;; "ar*etin+
Intera,ti#e "ar*etin+B di+ital "ar*etin+
Dire,t "ar*etin+B relations5ip "ar*etin+
=rban "ar*etin+
1ifestyle "ar*etin+B e2periential "ar*etin+B e#ents "ar*etin+
@out5Horiented "ar*etin+
1oyalty "ar*etin+
Entire "ar*et ,o#era+e or sele,ted se+"ents
Produ,t ri,5Elo< in features
Ai+5Elo<Ee6ual 6uality produ,t
Ai+5Elo<Ee6ual pri,e
=ni6ue pa,*a+in+
E2,lusi#eE<ide distribution
9*=*< Po'itioning (trateg$
H Des,ribe t5e ,o"panyIs uni6ue sellin+ proposition and 5o< you differentiate yourself fro" your
,o"petitors
H Pro#ide ,o"panyIs positionin+ strate+y or positionin+ strate+y per produ,t or per produ,t fa"ily. Pro#ide
slo+an or positionin+ state"ent for ,o"pany and per produ,t. Positionin+ strate+ies ,an be based on t5e
follo<in+:
Produ,t attributes
Produ,t benefits
)eetin+ a need t5at is not bein+ satisfied by ,o"petitors
!usto"er usa+e o,,asionsEpatterns
=sers
Dire,t ,o"parison to ,o"petitor
A#oidin+ ,o"petitors
Produ,t ,lasses
H Indi,ate <5et5er positionin+ <ill re"ain ,onstant a,ross different tar+et se+"entsB if not pro#ide
positionin+ per se+"ent
9*=*+ )randing
H Pro#ide brandin+ strate+ies based on positionin+
H Detail t5e brand na"es and ele"ents
!orporate style +uide
!o"pany and produ,t lo+oEslo+an
8rand identityB personality and asso,iations
8rand na"es -trade"ar*s.
Pa,*a+in+
[YOUR COMPANY NAME] Marketing Plan 1$
;* MARKETING PROGRAM(
;*< MarBeting MiE
H State t5e "a0or ele"ents of your "ar*etin+ "i2 -detailed belo<.. Justify t5e ti"in+ and se6uen,in+ of all
ele"ents and e2plain 5o< t5ey intera,t to ,reate syner+y.
;*<*< Produt
H Identity "ain produ,t line and subHprodu,t lines
H Identify *ey produ,t attributes -e.+. featuresB 6ualityB <ide or deep produ,t assort"entB pa,*a+in+B
trustE<arrantyB et,.. t5at <ill be or 5a#e been i"ple"ented in response to tar+et "ar*etIs needs and
a,,ordin+ to "ar*etin+ strate+y
H Pro#ide t5e ,o"panyIs approa,5 to ea,5 attribute
e.+.:
Attribute: features
Standard produ,t lo< in features
Attribute: deep produ,t assort"ent
1ar+e sele,tion of different produ,ts <it5in sa"e produ,t line
Attribute: 6uality
Cery 5i+5 6uality produ,t
Attribute: trustE<arranty
Stron+ <arranty and return poli,y
H Pro#ide produ,t na"eB des,riptionB fun,tionalityB features and benefits
H !o"pare your produ,t offerin+ to t5at of your "ain ,o"petitors
H Identify 5o<E<5en ne< produ,ts <ill be introdu,ed or failin+ ones dropped
H Identify ,5an+es to produ,tion pro,ess
;*<*+ Priing
H Des,ribe 5o< sellin+ pri,e <ill be deter"ined
H Des,ribe pri,in+ strate+y -e.+. "ar*etHs*i""in+ pri,in+B "ar*et penetration pri,in+B lo<est pri,e
pro#iderB +eo+rap5i, pri,in+B bundlin+ of produ,tsB et,.. and 5o< it relates to o#erall "ar*etin+ strate+y
H !o"pare pri,e in relation to ,osts
H Pro#ide dis,ount s,5edules
H Pro#ide instan,es of pri,e ad0ust"ents -e.+. international pri,in+B le#ies and re+ulationsB rea,tion to
,o"petitorsI pri,in+B +eo+rap5i,al pri;e ;onesB et,..
;*<*9 2i'tri/ution CP.aeD
H Spe,ify t5e role of distribution as it applies to t5e "ar*etin+ strate+y -e.+. e2,lusi#e distributionB
penetrate t5e <5ole "ar*etB sele,ti#e distribution.
H Identify +eo+rap5i,al or sales territories to be ,o#ered
H Spe,ify t5e type of distribution ,5annel-s. -e.+. dire,tEindire,tEpersonal sellin+B nu"ber and type of
inter"ediaries [retailerB <5olesalerB distributorsB a+ents].
H Spe,ify <5et5er "iddle"en are:
>at5erin+ "ar*etin+ resear,5 infor"ation
Pro#idin+ "ar*etin+ -resear,5. infor"ation do<n and up t5e supply ,5ain
Pro"otin+ your produ,t
Addin+ a pri,e "ar*up
?e+otiatin+ <it5 ,usto"ers andEor ot5er "iddle"en
Transportin+ and storin+ +oods
;*<*; Ad&erti'ing CPro6otionD
;*<*;*< Co#$
H Pro#ide ad t5e"es sele,ted a,,ordin+ to "ar*etin+ strate+y: t5e appeal and "essa+es to be ,on#eyed
<5i,5 support "ar*etin+ strate+y -,an be based on your uni6ue sellin+ proposition.
H Pro#ide ad styles:
E"otional
o Tri++erin+ e"otional responses t5rou+5 psy,5olo+i,al appeals to 5u"orB lo#eB 5ate or
fear
7a,tual
o Statin+ fa,ts E s,ientifi, e#iden,e E lab test results
I"a+inati#e
o =se of sy"bolis"B i"a+eryB art and t5e li*e
!o"parati#e
o !o"parin+ your produ,t dire,tly <it5 ,o"petitors
H Storyboard -if a#ailable.
H PersonEa+en,y in ,5ar+e of e2e,ution
;*<*;*+ Media
H E2plain ,5oi,e of "edia in ,o"bination <it5 ad type
Print
4adio
TC
(utdoors
E#ents
Publi, relationsEpubli,ity
(nline
H E2plain 5o< ea,5 "ediu" <ill be used in ter"s of ti"in+B se6uen,in+ and syner+y
H Pro#ide desired ad#ertisin+ +oals by "edia in ter"s of:
4ea,5
E2posure
7re6uen,y
!ontinuity
A<areness
Spe,ifi, response
et,.
[YOUR COMPANY NAME] Marketing Plan 1&

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H Su""ari;e t5e infor"ation abo#e about ti"in+Ese6uen,in+ in t5e table belo<:
Media
>an Fe/ Mar A#r Ma$ >un >u. Aug (e#t Ot No& 2e
Print

Radio

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Pu/.i
re.ation'/#u/.iit$

On.ine

TA)LE ;* Media P.an
Ad type A:
H Des,ription
H !ir,ulation OR nu"ber of i"pressions OR nu"ber of ,li,*s OR nu"ber of installations OR air ti"e N
s5are of audien,e OR nu"ber of e#ents
Ad type 8:
H Des,ription
Ad type !:
H Des,ription
Ad type D:
H Des,ription
[YOUR COMPANY NAME] Marketing Plan 2/
;*+ Lo$a.t$ Progra6'
H Des,ribe t5e type of loyalty pro+ra"-s. offered
T5e "ain types of loyalty pro+ra"s are:
4e<ards pro+ra": pro#ide re<ards for repeat pur,5ases in t5e for" of points or +ift ,ertifi,atesB
redee"able to<ards different produ,ts
Appre,iation pro+ra": re<ard loyal ,usto"ers <it5 additional produ,tsEser#i,es or #arious per*s
Partners5ip pro+ra": ,ollaboratin+ <it5 anot5er ,o"pany to offer loyal ,usto"ers a spe,ial deal
on t5eir produ,t
4ebate pro+ra": pro#ide a dis,ount or a free produ,t on,e ,usto"ers rea,5 a ,ertain a"ount of
pur,5ases
Affinity pro+ra": ,apitali;e on ,usto"ersI interests by supportin+ a lo,al ,auseB e#ent or
,5aritable or+ani;ation <it5 e#ery pur,5ase t5ey "a*e
;*9 Cu'to6er (er&ie 7 (u##ort
H Identify *ey ele"ents of ,usto"er ser#i,e and support t5at relate to "ar*etin+ strate+y
H Spe,ify all ele"ents of ,usto"er ser#i,e
!usto"er ser#i,e 5ours
1e#el and "et5od of ,usto"er ser#i,eEsupport pro#ided -telep5oneB <ebsiteB li#e ,5atB e"ail.
Perfor"an,e le#els t5at <ill be "aintained
A#ailability of te,5nolo+y ser#i,esEappli,ations -e.+. per,enta+e of <eb ser#er do<nti"e.
4esponse ti"e to ,usto"er in6uiries
Ti"e re6uired to fi2 proble"s
;*; MarBet Re'ear%
H Identify ,usto"er infor"ation needed to su,,essfully i"ple"ent "ar*etin+ pro+ra"s
H Des,ribe 5o< "ar*et resear,5 infor"ation <ill be obtainedB stored and updated -as <ell as ,usto"er
pri#a,y safe+uards.
;*= Per'ona. (e..ing
H Identify ele"ents of personal sellin+ -fa,eHtoHfa,e. strate+y if appli,able
H Identify salesfor,e needs
?u"ber of salespeople re6uired
Type of salespeople re6uired
Type of sales presentation to use
;*? Tru't and Credi/i.it$
H Identify 5o< trust and ,redibility <ill be obtained
Ad ,opy
Testi"onials
>uarantee
Seal of appro#al E e2pert re,o""endation
Trial offer E sa"ples E de"onstrations
;*- Trade Pro6otion'
H Des,ribe ele"ents of trade pro"otions <it5 distributors andEor partners
=* IMPLEMENTATION PLAN
=*< Produt 2e'ign and 2e&e.o#6ent
=*<*< Te%nia. ReMuire6ent'
H Pro#ide t5e list of ,5an+es or additions to produ,t in,ludin+ pa,*a+in+ -as re6uired by "ar*etin+
strate+y.
H Plan a s,5edule for t5e internal steps re6uired to i"ple"ent ,5an+es -brainstor"in+ sessionsB draftin+
proposalsB ,ost and feasibility analysisB sele,tion pro,essB ,onsensus a"on+ de,isions "a*ersB re#ie< of
final de,isionB et,..
H Detail ,5an+es re6uired to produ,tionE"anufa,turin+ pro,ess
H Spe,ify re6uire"ents needed to initiate t5ese ,5an+es -e.+. patents.
H In,lude a plan for testin+B in,re"ental re#ie<s and a final e#aluation of produ,t
=*<*<*< Out'ouring ReMuire6ent'
H Desi+nate e"ployee-s. in ,5ar+e of establis5in+ pro#ider re6uire"entsB re6uestin+ proposalsB
,o"parin+ offersB sele,tin+ pro#ider and ne+otiatin+
H Establis5 s,5edule for s5oppin+ for pro#iders and ,o"parin+ offers
H Establis5 s,5edule for sendin+ re6uest for proposals to ser#i,e pro#idersB #endorsB suppliers or partners
and deadline for ,5oosin+ pro#ider
=*<*+ MarBeting ReMuire6ent'
H Pro#ide a detailed a,,ount of <5o <ill be responsible for <ritin+ up ne< produ,t des,ription and
,ollateral "aterial
=*<*9 Re'oure ReMuire6ent'
H 1ist "ain toolsB e6uip"entB fa,ilities or ot5er ele"ents re6uired to i"ple"ent produ,t ,5an+es
H Desi+nate e"ployee-s. in ,5ar+e of definin+ spe,ifi, ite" re6uire"ents and "a*in+ pur,5ases
=*+ MarBeting 7 (a.e'
=*+*< Priing ReMuire6ent'
H Detail ne< pri,in+ stru,tures
!osts
'5olesale pri,e
)ar*up
Su++ested retail pri,e
H 1ist all sales "aterial t5at <ill 5a#e to be updatedE,reated and desi+nate tas*s to responsible e"ployees
H 1ist all databases and di+ital re,ords <5i,5 need to be updated and desi+nate tas*s to responsible
e"ployees
=*+*+ Po'itioning4 )randing 7 Cor#orate Literature
H Desi+nate "ar*etin+ dire,tor in ,5ar+e of ,o"panyIs positionin+ and brand strate+ies
H Desi+nate ,reati#e dire,tor in ,5ar+e of ,orporate style +uide and ,reati#e +uidelines -for usin+ brandsB
lo+osB slo+ansB ,o"pany fontsB ,olour s,5e"eB et,... !o"panyH<ide trainin+ sessions "ust be planned to
,o""uni,ate t5e positionin+Ebrandin+ strate+ies.

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H T5e follo<in+ ,reati#e briefs +uides "ust be filled:
Date: [)(?TAB @EA4]
)randL [NAME]
CURRENT )RAN2 EHUITY
E"otional Ele"ents 4ational Ele"ents
2E(IRE2 )RAN2 EHUITY
E"otional Ele"ents 4ational Ele"ents
ALL COMMUNICATION(
S5ould S5ould not
Date: [)(?TAB @EA4]
)rand or #rodutL [NAME]
KEY O)(ERVATION
[T5e "ost i"portant "ar*et fa,tor-s. t5at <ill s5ape your ad#ertisin+ strate+y]
CON(UMER IN(IG3T COMMUNICATION O)>ECTIVE
[T5e ,onsu"erIs sensiti#e or pressure points
t5at ad s5ould tri++er]
[T5e adIs "ain +oal]
[YOUR COMPANY NAME] Marketing Plan 2%
PROMI(E
['5at t5e brand stands for and 5o< it is positioned in t5e "indsI of ,onsu"ers]
AU2IENCE (UPPORT
['5o is tar+et audien,eG Ao< do ,onsu"ers
feel about t5e brandG]

['5at dri#es t5e brandIs pro"iseG '5at allo<s
,onsu"ers to belie#e in pro"iseG]
-)ay be done per ad ,a"pai+n or for entire "ar*etin+ strate+y..
H Assi+n responsibilities for re+isterin+ trade"ar*s
H Assi+n responsibilities for ,reatin+ ,orporate do,u"ents and infor"ation *its t5at bear t5e ,o"panyIs
lo+oB positionin+ and brand
=*+*9 Ad&erti'ing
H Assi+n responsibilities for resear,5in+B plannin+B ,reatin+B re#ie<in+B appro#in+ and testin+
ad#ertise"ents and for pla,in+ "edia buys
H Detail ele"ents t5at are to be done inH5ouse and outsour,ed -e.+. ad desi+nB printin+B "ailin+B et,..
H Establis5 s,5edule for s5oppin+ for pro#iders and ,o"parin+ offers
H Establis5 s,5edule for sendin+ re6uest for proposals to ser#i,e pro#iders and deadline for ,5oosin+
pro#ider
=*+*9*< MarBet Te't
-If your ,o"pany 5as suffi,ient resour,es on 5andB a "ar*et test is t5e best <ay to assess your
ad#ertisin+ strate+y. T5e ideal test "ar*et represents t5e de"o+rap5i,s of your tar+et "ar*etB is
so"e<5at isolatedB offers relati#ely ine2pensi#e "eans to ad#ertiseB and does not s5o< #ery stron+
brand loyalty..
H Detail t5e para"eters of a "ar*et test:
)ar*et ,5ara,teristi,s
S,ale of test -spe,ifi, produ,ts #s. <5ole produ,t lineB -un.restri,ted distribution ,5annelsB -un.li"ited
"edia usa+eB et,..
Ti"in+
H Establis5 "etri,s for analy;in+ perfor"an,e of test
H Establis5 perfor"an,e le#els t5at "ust be "et in order to ,arry on <it5 strate+y as planned

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=*+*; Lo$a.t$ Progra6
H Spe,ify t5e re6uired ele"ents of t5e sele,ted loyalty pro+ra"
H Desi+nate e"ployee-s.Edepart"ent-s. in ,5ar+e of definin+ and se,urin+ ele"ents of loyalty pro+ra" as
identified in "ar*etin+ strate+y
7ree produ,t-s. E +i#ea<ays
I"ple"entation of pointEre<ard syste"
>ift !ertifi,ates
Partners5ip de#elop"ent
7ind so,ial ,ause or e#ent to support
I"ple"entation of ,usto"er salesH5istory tra,*in+
A,6uire te,5nolo+y
Inte+rate te,5nolo+y into ,o"pany syste"s
H Establis5 s,5edule for s5oppin+ for pro#iders and ,o"parin+ t5eir offer
H Establis5 s,5edule for resear,5in+ and sendin+ re6uest for proposals to ser#i,e pro#iders and deadline
for ,5oosin+ pro#ider
=*+*= Tru't and Credi/i.it$
H Assi+n person in ,5ar+e of a,6uirin+ and i"ple"entin+ "et5od of obtainin+ ,redibility
H E2plain 5o< trust and ,redibility <ill be obtained t5rou+5 t5e follo<in+ -,5ose one or "ore rele#ant
"et5od.
Ad ,opy
Testi"onials
>uarantee
Seal of appro#al E e2pert re,o""endation
Trial offer E sa"ples E de"onstrations
(t5er
=*+*? (a.e'1ore
H (r+ani;e tea"s and di#isions based on t5e se+"entation approa,5
Assi+n sales tea"s to +eo+rap5i, re+ion
Assi+n sales tea"s to spe,ifi, produ,t lines
Assi+n sales tea"s to spe,ifi, ,lients or to ,lient types
Assi+n sales tea"s to spe,ifi, fun,tions
H Spe,ify type and nu"ber of salespeople re6uired per tea" or territory or di#ision
H Spe,ify sales "aterial re6uired and trainin+ re6uired by ea,5 salesperson
H Desi+nate e"ployee-s. in ,5ar+e of de#elopin+ sales presentation
H Desi+nate e"ployee-s. in ,5ar+e of 5irin+B trainin+B "oti#atin+ and s,5edulin+
H Desi+nate "e"bers in ea,5 tea" in ,5ar+e of ,oordinatin+ infor"ation a"on+ di#isions
=*+*- Cu'to6er (er&ie
H Spe,ify staff re6uire"ents
?u"ber of e"ployees
Type of e"ployees -fullHti"eEpartHti"e.
'or*in+ 5ours
4esponsibilities
Trainin+
H Spe,ify ,usto"er ser#i,e poli,ies
H Desi+nateE5ire e"ployee-s. in ,5ar+e of 5irin+B trainin+B s,5edulin+
=*+*@ MarBet Re'ear%
H Spe,ify pri"ary "ar*et resear,5 infor"ation t5at s5ould be +at5ered fro" dire,t sour,es:
Personal sellin+
!usto"er ,orresponden,e -telep5oneB e"ailB fa2B "ail.
Sur#eys
Sales reports
(t5er
H Spe,ify se,ondary "ar*et infor"ation t5at s5ould be ,olle,ted to support present and future "ar*etin+
strate+ies
H Desi+nate e"ployee-s. in ,5ar+e of establis5in+ infor"ationH+at5erin+ pro,edures
H Desi+nate e"ployee-s. in ,5ar+e of a,6uirin+Einte+ratin+ infor"ation storin+B retrie#in+ and analysis
syste"s -e.+. !4) soft<areB intranet solutionsB ,ontent "ana+e"ent tools.
=*9 2i'tri/utor'
H 1ist types of distributors re6uired by "ar*etin+ strate+y per territory
H Desi+nate e"ployee-s. in ,5ar+e of establis5in+ supplier re6uire"entsB re6uestin+ proposalsB
=*9*< MarBeting Materia.
H Desi+nate e"ployee-s. in ,5ar+e of plannin+B ,reatin+B re#ie<in+ and appro#in+ sales literature to be
supplied to distributors
=*; Re'oure ReMuire6ent'
H 1ist e6uip"entB fa,ilitiesB ra< "aterialsB finis5ed +oods and offi,e supplies re6uired to su,,essfully
i"ple"ent "ar*etin+ plan
H Desi+nate e"ployee-s. in ,5ar+e of definin+ spe,ifi, ite" re6uire"ents and "a*in+ pur,5ases
=*= (%edu.ing
H Pro#ide a table -see ne2t pa+e. <5i,5 depi,ts t5e ti"efra"e of *ey a,ti#ities and <5o t5ey are assi+ned
to
[YOUR COMPANY NAME] Marketing Plan 2$
ACTIVITY (TART 2ATE TARGET EN2
2ATE
A((IGNE2 TO COMMENT(
PRO2UCT
2E(IGN AN2
2EVELOPMENT
H "ain tas* 1
H "ain tas* 2
H "ain tas*
H "ain tas* %
M
(ALE( 7
MARKETING
H "ain tas* 1
H "ain tas* 2
H "ain tas*
H "ain tas* %
M
2I(TRI)UTOR(
H "ain tas* 1
H "ain tas* 2
H "ain tas*
H "ain tas* %
M
RE(OURCE( TO
ACHUIRE
H resour,e 1
H resour,e 1
H resour,e 1
H resour,e 1
M
TA)LE =* I6#.e6entation 5orB'%eet

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?* PERFORMANCE EVALUATION AN2 MONITORING
?*< Monitoring Ad Ca6#aign'
?*<*< Per1or6ane Metri'
H 1ist "etri,s t5at <ill be used to "easure t5e su,,ess of ad ,a"pai+ns. Su,,ess ,an be "easured
a+ainst:
)ar*etin+ ob0e,ti#es
Spe,ifi, ,a"pai+n +oals
Past results
Industry a#era+es
E2a"ples of "etri,s:
8e5a#ior based
?u"ber of <ebsite #isitorsB len+t5 of stayB dept5 of na#i+ationB nu"ber of ,li,*s
?u"ber of ,alls re,ei#ed
?u"ber of ,o"plaints
!5an+e in ,usto"er be5a#iorEbuyin+ patterns
et,.
!ost based
!on#ersion rate -proportion of ,usto"ers <5o perfor" a spe,ifi, a,tion.
!ost per ne< ,lient a,6uisitionE,ost per sale
4(I
et,.
8ased on brand #ariables
!usto"er satisfa,tion le#el
!usto"ersI i"pression of brandEprodu,t -assessed t5rou+5 sur#eys and feedba,*.
8rand a<arenessEre,o+nition le#els -assessed t5rou+5 sur#eys and feedba,*.
!usto"er loyalty le#els
et,.
Aybrid -,o"bination of abo#e ele"ents.
?*<*+ Ad&erti'ing Co't'
H Deter"ine ad#ertisin+ ,ostHsales ratio per produ,t line -total ad#ertisin+ ,ost for produ,t line di#ided by
sales in dollars +enerated by produ,t line or sales person or territory 2 1//.
H Deter"ine produ,t ad#ertisin+ ,ostHtotal ad#ertisin+ ,ost ratio -produ,t ad#ertisin+ ,ost di#ided by total
ad#ertisin+ ,ost 2 1//.
H 8y fillin+ Table 6 belo<B you s5ould be able to:
1. Analy;e o#erall ad#ertisin+ ,osts in relation to sales and profits
2. !o"pare perfor"an,e of ea,5 produ,t OR territory OR "ar*et se+"ent OR depart"ent
. !o"pare perfor"an,e of ea,5 "ediu"
[YOUR COMPANY NAME] Marketing Plan 2&

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E#ents
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OR territory OR "ar*et se+"ent
OR depart"ent in order to dra<
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ea,5 ad#ertisin+ "ediu".
Total e2penses O2$B&// O6B9//
Ad&erti'ing o't a' a N o1
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Ad&erti'ing o't a' a N o1
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Ad&erti'ing o't #er
aMui'ition -ad e2penses
di#ided by nu"ber of ne<
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TA)LE ?* Ad&erti'ing Co't Ana.$'i' 1or [YEAR]
UniMue Ad Identi1ier'
H In t5e table abo#eB ,ost per a,6uisition per "ediu" is ,al,ulated assu"in+ t5at ne< ,lients <ere
e6ually +enerated by ea,5 "ediu". Ao<e#erB in pra,ti,e t5e nu"ber of ,usto"ers +enerated by ea,5
"ediu" is not ne,essarily t5e sa"e. To obtain a "ore pre,ise ad#ertisin+ ,ost per a,6uisitionB
i"ple"ent a syste" for ,reatin+ and tra,*in+ uni6ue pro"otional ,odesB ,oupons or <eb pa+es
,usto"ers ,an a,,ess or "ust referen,e <5ile "a*in+ a pur,5ase. In additionB ,usto"ers ,an be
as*ed <5i,5 ad t5ey sa< at t5e point of pur,5ase -or t5rou+5 a for" filled at t5e ti"e of pur,5ase..
[YOUR COMPANY NAME] Marketing Plan /

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?*+ (a.e' Ana.$'i'
?*+*< Re#orting (%edu.e
H Establis5 t5e s,5edule -fre6uen,y. for +eneratin+ sales reports -to be ,o""uni,ated to "ar*etin+
"ana+ers.:
DailyE<ee*ly
)ont5lyE6uarterly
@early
Per ,a"pai+n
Per ,o"petitorsI a,tions -e.+.B ad ,a"pai+nB P4B ne< produ,t laun,5B et,..
et,.
?*+*+ (a.e' )reaBdo0n
H Establis5 t5e re6uired sales brea*do<n to be used in sales reports. Sales "ay be bro*en do<n by:
Sales territories
Sales rep
Produ,tB pa,*a+in+ for"atB produ,t #ersionB produ,t fla#orB et,.
!usto"er type -ne<Eold.
!usto"er type by de"o+rap5i,B by tradeB by si;e
)et5od of sale: telep5oneB "ailB <ebB fa,eHtoHfa,e
Si;e of order
E"ployee ,o""ission ,lass
et,.
?*+*9 )en%6arBing
H Establis5 t5e "ost rele#ant ben,5"ar*s a+ainst <5i,5 sales "ust be ,o"pared
Industry sales -<5i,5 pro#ides your "ar*et s5are.
4esear,5 dataEpubli,ations
Sales +oalsE6uotas
Past sales period fi+ures
7ore,asts -done inH5ouse or by industry analysts.
?*+*; Per1or6ane IndeE
H Identify perfor"an,e le#els or 6uotas to ,o"pare a+ainst a,tual sales per produ,t OR territory OR
"ar*et se+"ent OR depart"ent
@ou "ay ,o"pare a,tual sales data to:
E2pe,tations based on population si;e -<5en t5ere is not "u,5 #ariation bet<een buyin+ 5abits of
populations in different territories.
1. 8rea* do<n territory populations as a per,enta+e of total "ar*et population
2. )ultiply total yearly "ar*et sales by territory population per,enta+e to obtain e2pe,ted
sales for t5at territory
. Di#ide a,tual sales for territory by e2pe,ted sales for territory 2 1// to obtain
perfor"an,e inde2 for t5at territory

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e.+.: )ar*et P Territory A N Territory 8 N Territory !
Population si;e P 1/B/// potential ,usto"ers
Total a,tual yearly sales P O15/B///
Po#u.ation Po#u.ation
#erentage
EE#eted
'a.e' 1or
territor$
Atua.
(a.e'
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IndeE
Territor$
A
B/// /L O%5B/// O/B/// 6$
Territor$
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5B/// 5/L O$5B/// O&/B/// 12/
Territor$
C
2B/// 2/L O/B/// O/B/// 1//
Tota. 1/B/// 1//L O15/B/// O15/B///
A performance index of 100 mean t!at a territor" !a ac!ie#ed ale e$%al to
expected ale performance for t!at territor"& An index a'o#e 100 mean t!at it !a
%rpaed expected ale and 'elo( 100 mean it !a performed 'elo( expected
ale performance
E2pe,tations based on Qnor"alR sales perfor"an,e. ?or"al sales le#els "ay be based on:
H Industry fi+ures -a#era+esB predi,tions and fore,asts.
H (ne territoryIs sales #ersus anot5er
e.+.:
o A,tual territory A sales di#ided by territory A e2pe,ted sales 2 1//
#s.
o A,tual territory 8 sales di#ided by territory 8 e2pe,ted sales 2 1//
H Sa"e territory last year or last period
H (ne sales representati#e -,o"parin+ all reps to top perfor"er.
H ?u"ber of sales ,alls re6uired to "a*e a sale
Ad dollars spent per "ediu"
Ad spendin+ per "ediu" di#ided by total sales 2 1//
Sales e2penses -in,ludes salary and ,o""ission.
e.+.:
Salesperson e2penses di#ided by sales produ,ed by salesperson 2 1// -,ostH
sales ratio.
Salesperson e2penses di#ided by a#era+e salesperson e2penses 2 1//
Salesperson e2penses di#ided by ,o"pany sales 2 1//
?*9 Pro1it and Lo'' (tate6ent'
H Establis5 t5e profits per produ,t OR per territory OR per "ar*et se+"ent OR per depart"ent. )ay be
done on a 6uarterly or yearly basis.
Pro1it and Lo'' (tate6ent' 1or <
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Tota. Produ,t A
-OR Territory 1
OR )ar*et K
OR Depart"ent.
Produ,t 8 Produ,t ! Produ,t D
?et sales
le
!ost of +oods sold
e$%al
>ross "ar+in
le
(peratin+ e2penses
Ad#ertisin+
Personal sellin+
(rder pro,essin+ 3 billin+
'are5ousin+ 3 distribution
Ad"inistration
<,4,,,
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5B15/
2B%//
$//
%5/
5/
26/
=4,,,
2B///
B///
1B///
//
2//
15/
1//
94,,,
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1B%//
9//
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1//
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5/
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1//
5/
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Total e2penses
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di#ided '" ale x 100
e$%al
<<-, <+=, 9+, C+=,D C<=,D
?et profit as L of sales <<*-N +=N <,*-N H H
?*; Meeting (%edu.e
H Establis5 s,5edule for "eetin+ to re#ie< and tra,* pro+ress of "ar*etin+ a,ti#ities
H Establis5 ti"eHbased ,5e,*points for reassessin+ strate+iesB for ,onsiderin+ addin+ ne< ones or for
reassessin+ bud+ets
?*= Cu'to6er Pro1i.ing
H 7ind out as "u,5 as possible about ,usto"ers -but al<ays infor" t5e" or as* for t5eir per"ission <5en
+at5erin+Es5arin+ personal infor"ation and al<ays se,urely store and trans"it su,5 data.
1ist t5e type of infor"ation to be +at5ered
Tra,* pur,5asesB si+nups and ,o""uni,ations by inte+ratin+ ad tra,*in+ andEor )ar*etin+ !4)
te,5nolo+y t5rou+5out t5e sales pro,ess
Infor"ation to store and analy;e:
De"o+rap5i,s -in,ludin+ a"ount of disposable in,o"e or bud+et.
'5ere t5ey are lo,ated
'5ere t5ey buy
'5at t5ey buy
7re6uen,y of pur,5ase
4esponse to ad ,a"pai+ns
7ree trial usa+e
!o""uni,ation e2,5an+es
[YOUR COMPANY NAME] Marketing Plan
et,.
H 1ist types of ,usto"er feedba,* for"s and "ar*et resear,5 "et5ods to be used
7o,us +roups 3 6uestionnaires
Se,ret s5oppers
P5one sur#eys
'eb sur#eys
7eedba,* for"s at point of pur,5ase
H Set up spe,ifi, e#ents or be5a#iors to fla+
H Establis5 a,tions to ta*e in response to fla++ed e#entsEbe5a#iors
?*? (a.e'1ore E&a.uation
?*?*< Per1or6ane Varia/.e'
H Identify #ariables of interest for e#aluatin+ salesperson perfor"an,e
?u"ber of ,alls "ade
?u"ber of #isits
?u"ber of sales presentations
Si;e of ,lients -use inde2es e.+. 1B///N e"ployees P 1//S 5//H&&& e"ployees P &/S 2//H%&&
e"ployees P 9/S et,..
A#era+e perfor"an,e le#el of territory
A#era+e sales of sales tea" "e"ber
?u"ber of orders produ,ed
A#era+e order si;eB et,.
H Identify ,ost fa,tors of personal sellin+
Annual ,o"pensation
!o""ission
'or*in+ e2penses
?*?*+ Per1or6ane Ratio'
H Identify a#era+es and ratios of interest to "easure perfor"an,e of salesperson-s. -usin+ t5e
perfor"an,e #ariables abo#e.. A++re+ated salesfor,eB indi#idual salesperson or produ,t line fi+ures t5at
,an be used to assess perfor"an,e of sales territoriesB indi#idual produ,ts or produ,t linesB or
salespeople.
e.+.:
(rderH,all ratio per salesperson -nu"ber of orders per salesperson nu"ber of ,alls "ade per
salesperson 2 1//.
A#era+e sales per salesperson -total salesperson sales in dollars nu"ber of sales of salesperson.
A#era+e nu"ber of sales per ,lient si;e
?u"ber of sales for ,lient si;e ratio -nu"ber sales to ,lient ,lient si;e inde2.
?*?*9 Co't Ratio'
H Identify a#era+es and ratios of interest to "easure ,ost of salesperson-s. OR total territory ,osts OR
produ,t line ,osts -usin+ t5e perfor"an,e #ariables abo#e..
e.+.:
Salesperson ,ostsHsales ratio -salesperson ,ost sales in dollars +enerated by sales person 2 1//.
Territory ,ostsHsales ratio -territoryEstore ,osts sales in dollars +enerated by territoryEstore 2 1//.
?*?*; Co6#en'ation P.an
H Identify t5e "et5od-s. to be e"ployed to ,o"pensate t5e salesfor,e
8ase salary
!o""ission
Aybrid
[YOUR COMPANY NAME] Marketing Plan %

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Tuotas
8onus for surpassin+ 6uotas
Perfor"an,eHbased in,enti#es pro+ra"s
Profit s5arin+
Sto,* options
-* FINANCIAL INFORMATION
-*< Finania. Ca#'u.e
H State e2pe,ted sales for year 1 and for year 5
H State desired "ar*et s5are and <5en you s5ould ,apture it
H State "a0or assu"ptions
H 1ist "a0or "ar*etin+ ,apital e2penditures
H Pro#ide esti"ated 4(I for "ain "ar*etin+ pro+ra"s
(a.e' Forea't
La't Year Year < Year + Year 9 Year ; Year =
(a.e'
Gro'' #ro1it
E)IT2A
-*+ Finania. A''u6#tion'
H State assu"ptions t5at allo< you to "a*e sales and ,ost fore,asts. T5ey "ay be related to t5e
follo<in+:
E2pe,ted su,,ess rate of "ar*etin+ pro+ra"s
)ar*et ,onditions
1e+islation and ta2es
E6uip"ent perfor"an,eEdurability
Ease of ,redit ,olle,tion
-*9 )udget
-*9*< Ad&erti'ing
H Detail t5e funds t5at <ill be allo,ated to ad#ertisin+ for t5e ne2t 2 years
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TV
Outdoor'
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-*9*+ MarBeting Progra6'
H 1ist "ont5ly OR 6uarterly OR annual bud+ets for ea,5 "ain business a,ti#ity -usually +i#en on a
"ont5ly basis for year 1B on a 6uarterly basis for year 2B and on a yearly basis for years B % and 5.:
Produ,t resear,5 3 de#elop"ent
Distribution
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1oyalty pro+ra"s
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!usto"er ser#i,e 3 support
Trust and ,redibility
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(a.e' ProJetion' 8 = Year Forea't

YEAR <
>an Fe/ Mar A#r Ma$ >un >u. Aug (e#t Ot No& 2e TOTAL

!ate+ory 1 =nits Sold / / / / / / / / / / / / /
Sale Pri,e per =nit O/.// O/.// O/.// O/.// O/.// O/.// O/.// O/.// O/.// O/.// O/.// O/.//
!ate+ory 1 Total O/ O/ O/ O/ O/ O/ O/ O/ O/ O/ O/ O/ O/

!ate+ory 2 =nits Sold / / / / / / / / / / / / /

!ate+ory =nits Sold / / / / / / / / / / / / /
!ate+ory Total O/ O/ O/ O/ O/ O/ O/ O/ O/ O/ O/ O/ O/
TOTALO, O, O, O, O, O, O, O, O, O, O, O, O,

YEAR +

!ate+ory 1 =nits Sold / / / / / / / / / / / / /

!ate+ory 2 =nits Sold / / / / / / / / / / / / /

!ate+ory =nits Sold / / / / / / / / / / / / /

YEAR 9

!ate+ory 1 =nits Sold / / / / / / / / / / / / /

!ate+ory 2 =nits Sold / / / / / / / / / / / / /

!ate+ory =nits Sold / / / / / / / / / / / / /

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!ate+ory 2 =nits Sold / / / / / / / / / / / / /

!ate+ory =nits Sold / / / / / / / / / / / / /
YEAR =

!ate+ory 1 =nits Sold / / / / / / / / / / / / /

!ate+ory 2 =nits Sold / / / / / / / / / / / / /

!ate+ory =nits Sold / / / / / / / / / / / / /
[YOUR COMPANY NAME] Marketing Plan &
@* CONTINGENCY PLAN(
@*< ($6#to6' o1 Fai.ure
H Spe,ify t5e sy"pto"s of failure to <at,5 out for
H Spe,ify t5e ,riteria t5at <ill allo< you to deter"ine if your strate+y 5as su,,eeded or failed
@*+ A.ternati&e (trategie'
H Spe,ify alternati#e strate+ies t5at your ,o"pany "ay pursue if t5e one adopted fails or does not yield
desired results
[YOUR COMPANY NAME] Marketing Plan %/

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Marketing Plan for YOUR COMPANY NAME

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