Professional Documents
Culture Documents
Marketing Plan and Strategy
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
CONTENTS
Executive summary and table of contents Current marketing situation Opportunity and issue analysis Objectives Marketing strategy Action programs Projected P & L Controls
Strategy
Target Market Positioning Product line Price Distribution outlets Sales force Packaging Service Sales promotion Advertising Research and development Marketing research
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