FORMAT OF A MINI-MARKETING PLAN

(A Product proposal project)

I

TITLE PAGE
The title page should contain the heading A Product Proposal of the
products name followed by the company name, the names of the members of
the group, the name of the Professor and the date.

II

EXECUTIVE SUMMARY
Summarizes the content of the whole proposal.
Outlines the content of the paper

III

SITUATION ANALYSIS
Company background (the name of their company, history, why they engaged
in the product)
Product background (identify related products to the product they will launch
and discuss the trend of that product)
Market Analysis (discuss the behavior of the market that patronizes the related
products)
Competitor Analysis (identify existing companies offering the same/related
products who could be future competitors of the company)

IV

SWOT ANALYSIS
Identify and discuss the strengths and weaknesses of the company and product
Identify and discuss future opportunities and threats that may confront the
company/product

OBJECTIVES (should be Specific, Measurable, Attainable, Realistic, and

Timebounded)
Marketing objectives (identify the target volume/quantity/transactions)
Financial objective (identify the profit/return on sales you intend to achieve)

VI

MARKETING STRATEGIES
Target market (Discuss the profile of the target market in terms of geographic
location, demographics, psychographics and behavioral. Use only dimensions
that you could identify)
Product/Service Strategies (Discuss the product/service description, the
product quality, features, style, label and packaging in the case of a tangible
good or the service differentiation strategies you will provide in the case of
a service)
Pricing Strategies (Identify and discuss the pricing objective and pricing
method used. Provide solutions on how the price was computed and discuss
briefly)
Promotional Strategies (Identify the promotional activities that you will use in
order to promote your product in terms of: Advertising, Sales Promotion,
Personal selling/Direct selling and Publicity /Public Relations. Discuss briefly
how you will use these including the types of every promotional tool e.g.
Print advertising for advertising, Discounts for Sales promotions etc)

VII

TIMETABLE OF ACTIVITIES
Identify the date, activity, person in-charge that you will do after the writing of
this marketing plan. This is to guide you how you will meet the activities as
they are being scheduled.
Usually for one year

VIII

FINANCIALS
Forecast of sales for one year (should be written per month)
Income statement for one year
*Sales
*Costs
*Profits
*Expenses
*Net profit
Do not forget to write the assumptions you used to assume the sales and costs
values.
Discuss the financials briefly.

Avsamson12/16/2013