Marketing Plan

Section VII

A Marketing plan

Title page Executive summary Table of contents Introduction Situational analysis Marketing planning Implementation and control of the marketing plan Summary Appendix: financial analysis References

A Marketing plan
Title page 1. The name of the product or brand 2. The time period for which the plan is designed 3. The persons & positions of those submitting the plan 4. The persons or the group to whom the plan is submitted 5. The date of the submission of the plan

A Marketing plan
Executive summary Its purpose is to provide a quick summary of the marketing plan for executives who need to be informed about the plan
It includes:

A brief introduction The major aspects of the marketing plan Market segment Positioning strategy 4Ps A budget statement ( rough estimates of total marketing costs of the plan)

A Marketing plan
Introduction The types of information and amount of detail reported in the introduction depend in part on whether the plan is being designed for a new or existing product or brand If the product is new , If the product is for an existing brand in an ongoing firm,

the introduction should explain the product concept and the reasons it is expected to be successful. it is common to begin the report with a brief history of the brand. The major focus is on the brands performance in the last 3-5 years. It is useful to prepare graphs of the brand performance that show its sales, profits and market share for previous years and to explain the reasons for any major changes. A brief discussion of the overall strategy followed in previous years Current 4PS Description of their current target market Strengths and weaknesses of a product or a service

A Marketing plan
Situational analysis it is similar to the analysis done for case analysis. The focus remains on the most critical & relevant environmental conditions that affect the success or failure of the proposed plan. The competitive environment may be set off as a separate section called industry analysis.
The strengths and weaknesses of the major competitors, their relative market shares and the success of the various competitive strategies are critical elements of the situation analysis.

A Marketing plan
Marketing planning It includes 3 major elements: marketing objectives, target markets, & the marketing mix
A- Marketing objectives It is often stated in terms of the percentage of particular outcomes that are to be achieved for example, brand awareness, increase in the trial rate, distribution coverage, total market share, sales units or dollars

A Marketing plan
Marketing planning B- target markets
It explain the customer base and the rationale or justification for it, benefits offered to customers, purchasing trends

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Marketing planning
C- Marketing MIX Product:
a description of the product or brand, its packaging, and its attributes. Product life cycle considerations should be mentioned. Competitive advantage of the product of brand.

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Marketing planning
C- Marketing MIX Promotion: It consists of a description and justification of the planned promotion mix. It is useful to include some examples of the potential ads as well as the nature of the dales force Distribution : It describes and justifies the appropriate channel or channels fro the product. This includes types of intermediaries and specifically who they will be, the level of market coverage, cost & control considerations

A Marketing plan
Marketing planning
C- Marketing MIX

Price: the price discussion a specific statement of the price of the product. The manufacturers price, wholesale price & suggested retail price need to be listed & justified. In addition, special deals & trade discounts that are to be employed. Marketing research: there may be a need for marketing research. If such a research is to be performed, it is important to justify it and explain its costs & benefits

A Marketing plan
Implementation and control of the marketing plan The persons responsible for implementing a plan, Timetable for sequencing the tasks A method of measuring and evaluating the success or failure of the plan Summary It need not be much different than the executive summary stated at the beginning of the document. However, it is usually a bit longer, more detailed, and states more fully the case for financing the plan.

A Marketing plan
Appendix Financial analysis The marketing plan should include at least a sales forecast and estimates of the relevant marketing costs

A Marketing plan
Appendix Financial analysis
Sales forecast:
Total Number of people in target markets (A) Annual Number of purchases per person (B) Total Potential Market Total Potential market (C) Percentage of total market coverage (D) Total Available market (E) Total Available market (E) Expected market share (F) Sales forecast ( in units) X = A B C C D E E F G

X =

A Marketing plan
Appendix Financial analysis
Estimates of marketing costs
Examples of the major marketing costs, advertising, sales force training and compensation, channel development and marketing research. It may also include product development & package design

A Marketing plan
References Secondary resources used in developing the marketing plan including company reports , memos, statement of company objectives, and articles