Professional Documents
Culture Documents
The Marketing Plan
The Marketing Plan
A one page summary of your marketing plan Includes your mission & goals for your product/service
Company Description
This will be the section of the marketing plan that will introduce your product/service and explain what you are selling You will introduce your
Company & Brand Name Your Team Members
Titles & Responsibilities
A full description of your product/service and what needs/wants are being satisfied A brief introduction to you target market
Market Overview
This section can also be titled Competitor Analysis Your group will analyze the market that you are about to enter
Who are your competitors (indirect/direct)
You will analyze each competitor (weaknesses & Strengths) Explain how you are going to position your product/service compared to your competition
Market Analysis
This section will include a lot of information from your market research You will have collected primary and secondary research on your idea, as well as your entire market What demographics were considered and ultimately, what segment of the population did you chose for your target market and why?
Are there any distribution concerns that your group has to consider?
Explain the benefits of your advertising and promotional campaigns Explain the reasoning for the content of your advertisements
Consumer Motivation, Buying Process
Appendices
The last section of the marketing plan will be the appendices This section will include any pictures/objects that are not in text form for you to refer to in the actual written report Things like:
Charts, Graphs, Position Maps, Logos, Advertisements, Story Boards, Surveys, Product Designs, Packaging Specs, Mathematical Calculations, etc.
Appendices
Example
Report: The Mustang Market will be targeting students that are new to BCI and are involved in clubs and sports. The survey completed indicated that the majority of these students would shop at the Mustang Market at least twice a month. Refer to Appendix A for a breakdown of the different demographics
Appendix A
Appendices
Example
Report: The choice for the Mustang Markets logo will be two horseshoes, both turned upside down, in order to make an M. The logo will have a mustang decked out in spirit wear. (see appendix B) Appendix B: