MARKETING PLAN AND STRATEGY

Marketing Process
Analyzing marketing opportunities, researching and selecting target markets, designing marketing strategies, planning marketing programs, and organising, implementing and controlling the marketing effort

Diversity amongst Indian Companies

CONTENTS
Executive summary and table of contents Current marketing situation Opportunity and issue analysis Objectives Marketing strategy Action programs Projected P & L Controls

Raymond Apparels Ltd

Executive summary and table of contents Current marketing situation: Stitched vs branded stats, Changing preferences, fashion, style, fad Opportunity and issue analysis: Population, govt attitude, cotton prices? Labour issues, plant location? Objectives: precise, time bound, objective Marketing strategy: Action programs: Test Market? Launch conference? Regionwise plan highlights, sales literature, merchandise, BTL work Projected P & L Controls: Annual, profitability strategic

Strategy
Target Market Positioning Product line Price Distribution outlets Sales force Packaging Service Sales promotion Advertising Research and development Marketing research

PCI Balbir Pasha

Target Market: SEC D&C
&B &A

Positioning: Aids could happen to anyone who does not take enough precautions? Product line: Information, Helpline Price: free Distribution outlets: call centres, branches Sales force: NGOs Packaging: Basic

Strategy
Service - NA Sales promotion- NA Advertising- Localised, Outdoor, radio, trucks Research and development - NA Marketing research Men, Sex workers, housewives, secondary data on population and health