GROUP D

y SAMAR JAVED y AMBREEN NAEEM y MUHAMMAD SHOAIB y KHALID HUSSIAN y SAIMA BATOOL

(LEADER)

What is Marketing Plan?

A Marketing Plan is a written document that details the necessary actions to achieve one or more marketing objectives.

Why Marketing Plan?

  

Determine your target market Strategy to deal with competition Good plan is a way to overcome your shortcomings and increase your business's income

   

To Review and understand past marketing decision Select what media to use Needed as part of annual planning of Marketing When entering with new product or to new market

How to Develop a Marketing Plan?

What How Who

customers need consumers need will be met are your customers

Where location of market, operation and cost

CONTENTS OF MARKETING PLAN

Part 1: Purpose and Mission Part 2: Situational Analysis Product, Market Analysis Distribution Analysis Competitor Analysis Financial Analysis Other Analysis Part 3: Strategy and Objectives Marketing Strategy Marketing Objectives Part 4: Tactical Programs Markets Product Promotion Distribution Pricing Others Part 5: Budgets, Performance Analysis, Implementation Budgeting and Analysis Implementation Part 6: Additional Considerations

Purpose of the Marketing Plan

y Offer brief explanation for why this plan was produced



e.g., introduce new product, enter new markets, continue growth of existing product, yearly review and planning document, etc.

y Suggest what may be done with the information contained

in the plan


e.g., set targets to be achieved in the next year, represents a departmental report to be included in larger business or strategic plan, etc.

Mission:
The mission statement consists of a short, finelyhoned paragraph that considers the following issues:
Market Oriented Realistic Specific Fit Market Environment Distinctive Competencies Motivating

Characteristics of a Good Mission Statement:

Mission.

In mission statement consider:

Company History  Resources and Competencies  Environment


Motorola The purpose of Motorola is to honorably

serve the needs of the community by providing products and services of superior quality at a fair price to our customers; to do this so as to earn an adequate profit which is required for the total enterprise to grow; and by doing so, provide the opportunity for our employees and shareholders to achieve their personal objectives.

eBay

We help people trade anything on earth. We will continue to enhance the online trading experiences of all collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers.

Google

To organize the worlds information and make it universally accessible and useful.

Situational Analysis

The situational analysis is designed to take a snapshot of where things stand at the time the plan is presented.
y The situational analysis covers six key areas:  Product  Target market  Distribution  Competitors  Financial  Other issues

1.Product: Current Product Analysis

y 1. Current Product Analysis

(May be able to skip this section if plan is for a new product and no related products exist.) Provide detailed analysis of the companys product(s).

(Length: 1-2 pages).

y Describe the companys current product(s) offerings in terms of:
    

Product Attributes Pricing Distribution Promotion Services Offered

2. Describe the Current Target Market(s)

Examine in detail the companys current target market(s). Obviously to do this section correctly takes a great deal of customer-focused research. (Length: 2-3 pages).
y Describe the target market approach y Describe the following characteristics of targeted

customers:
  

Describe the purchasing process: Provide market size estimates: Describe demographic/psychographic profile of the market

3. Describe Current Distributor Network

Evaluate how the companys product(s) is distributed. (if Appropriate) (Length: 2 pages).
y Demographics y Purchase process y What are the needs/benefits sought by distributors? y Describe the products role within the distributor network y Describe the channels/supply chain employed to sell and

deliver the product: (Note: internal sales force discussion should appear under company promotion in Current Product Analysis above.)

4. Competitive Analysis
Examine the main competitors serving the same target market. (Length: 3-4 pages).
y Describe direct competitors y Discuss competitors strengths and weaknesses: y Discuss competitive trends

5. Financial Analysis for Product or Product Line

y Provide

a spreadsheet-style layout showing detailed breakdown of marketing revenues and expenses. (Length: 2-4 pages).

y Current Sales Analysis

   

Overall industry sales and market share (for at least the last year) By segments/product categories By Channels of Distribution By Geographic Region Revenues Marketing Expenses

y Profitability Analysis
 

6. Environmental Problems and Opportunities

y Describe trends, events, conditions that are external

(usually uncontrolled by the company) that may impact the companys product(s) or the market. (Length: 1-2 pages).

Areas of consideration:
     

Social and cultural Demographic Economic Technological Political Legal, regulatory, ethical

7. Product/Market Analysis Tools

In an effort to provide an easy to visualize summary of the product(s) consider using one or more of the following commonly used product/market analysis tools. (Length: 1 page)
y Product Life Cycle Analysis y Boston Consulting Group Growth/Share Matrix y General Electric Market Attractiveness Matrix

8. Summary of Current Situation

y Summarize all information in the Situational Analysis.

(Length: 1 page) y Provide a SWOT analysis product(s) that includes:

   

for

the

companys

Strengths Weaknesses Opportunities Threats

Marketing Strategy and Objectives

This section consists of three major issues:

y Marketing Strategy y Financial Objectives y Marketing Objectives

1. Marketing Strategy

In this section identify the general marketing strategy under which this plan is being developed. It is very

possible that a product will follow more than one strategy (e.g., sell more of same product to current customers but also find new customers in new markets).

 Market growth (see ansoff matrix)  Market stability  Cost control  Market exit

2. Financial Objectives
For many organizations the ultimate goal of the marketing plan is the effect it will have on the bottom line. Measures reflect income statement items and common ratios. (Page length: less than 1 page)
y Customer sales  by volume and growth percentage  by segments y Channel sales
 

by volume and growth percentage by channel

y Margins y Profitability y Ratios

3. Marketing Objectives

y Target market objectives y Promotional objectives y Channel objectives y Market research objectives y R&D objectives y Other objectives

Tactical Marketing Programs

This is the heart of the marketing plan. It contains descriptions of detailed tactics to be carried out to achieve the objectives and goals established in Step 3. It is typically the longest section of the plan, often representing 50% or more of total page count. In this section details and timetables are presented for six key decision areas:

y Target Markets y Product y Promotion y Pricing y Distribution y Other Area

4.1 Target Market

y Target market description:  Brief summary of current target market  Identify planned changes: y Product positioning:  Brief summary of product position  if planned changes:  Describe tactics to carryout changes y Sales forecast for each product:  Brief summary of current sales  Identify changes  Describe forecast

4.2 Product:
y In this section discuss the decisions to be made for

existing or new products and services y (Length: 1-3 pages)



 

Brief summary of current product decisions for users and distributors in terms of: Identify planned changes: Describe planned changes:

4.3: Promotion
Describe the decisions related to how the product will be promoted. In general, promotion consists of four major areas advertising, sales promotion, public relations and personal selling though not all may be used. (Length: 1-4 pages) y Brief summary of current promotional decisions for users and distributors in terms of: y Identify planned changes: y Describe planned changes:

4.4: Distribution Issues

This marketing tactics section lays out the distribution plan for the product or service. Distribution is a broad concept that includes all activities and entities (e.g., value chain partners) responsible for getting the product or service to the customer. (Length: 1-3 pages)
y

Brief summary of current distribution network/value chain decisions:

 

Types of channels used Level of market coverage Perceived product positioning Distribution costs Summarize changes Justify changes: Objectives Types of channels employed Level of market coverage Outlets handling product Product positioning Distribution costs

Outlets handling product

 

Identify planned changes:

 

Describe planned changes:

     

4.5: Pricing Issues

The use of tables and graphs may be helpful in showing pricing trends and pricing decisions within various categories. (Length: 1-2 pages) y Brief summary of current pricing decisions:
 

Describe pricing decisions by: Adjustments and Allowances

y Identify planned changes  Summarize changes  Justify changes: y Describe planned changes:  Objectives  Factors affecting price setting  Pricing Options

4.6: Other Areas (optional)

In this section include a discussion of other marketing decision areas. Two additional areas customer support service and marketing research are provided though it is possible others exist. (Length: 1 page or less) y Customer Support Services
  

Brief summary of current customer support services decisions: Identify planned changes Describe planned changes

y Market Research  Brief summary of current market research efforts

Performance Analysis and Implementation

In many ways this part of the marketing plan is the area that will ultimately sell the plan to those who have the power to give final approval. This step consists of three key topics: Marketing Budget - presents a clear picture of the financial implications of the plan 2. Performance Analysis - presents the expected results of the plan including its financial impact 3. Implementation Schedule - shows timelines and identify those responsible for performing tasks
1.

5.1: The Marketing Budget

This section should lay out spending requirements necessary for meeting the plans objectives. It is expected that several tables and graphs will be presented along with narratives explaining important budget issues. (Length: 2-3 pages) Outline spending requirements for each tactical marketing decision
Breakdown each tactical category  Show detailed spending timetable by  Show spending by


5.2: Performance Analysis

This section should contain financial implications of the plan in terms of contributions to the companys bottom line.


(Length: 2-3 pages)

y Marketing Contribution  Show revenue versus expenses for marketing decisions  Breakdown by: y Breakeven Analysis: y Ratio Analysis

5.3: Implementation

Provide a discussion of how and by whom the plan will be carried out. (Length: 1-2 pages) Detailed schedule of tasks and those responsible:


Breakdown by important tactical marketing decisions Identify those responsible for each important task

Additional Considerations
The final major section in the Marketing Plan prepares the reader for potential situations that may affect the plan (Length: 2-3 pages) y 1. Internal Factors


Discuss company factors that may affect the plan

y 2. External Factors  Discuss outside factors that may affect the plan y 3. Research Limitations  Discuss problems that may exist with the research information on which assumption are being made

Marketing Plan Format

y Title Page y Executive summary y Table of Contents y References

Discussion

Thank You