Tips for Writing a Good

Marketing Plan
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What is a Marketing Plan
 A Marketing Plan is a synopsis of what the
organization wants to achieve for a particular
time period.
 It provides directions for the marketing

activities.

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Marketing Plan
 It is like a roadmap which not only talks
about the destination but also talks on how
to get there.
 It provides the plan and strategies which help

drive the marketing activity towards the

desired results.

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Marketing Plan
 A Marketing Plan allows the organization to
retrospect its past activities so that it can
rectify its mistakes and come up with new
strategies.
 It also helps the organization to fully

understand the external environment. In this

case the whole market. This includes
conducting a proper market research

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Marketing Plan
 It helps in setting future goals and provides a
direction for future marketing efforts that
everyone in the organization should
understand and support.
 It is a key component in obtaining funding to

pursue new initiatives.

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Marketing Plan

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Summary and Introduction
◦ A Marketing Plan should start with Summary.
◦ This summary is a synopsis of what were the
organization’s goals in the past, what its goals are
in the future and the means to achieve those goals.

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Marketing Objectives
◦ Marketing Objectives must be based on the
understanding of the Strengths, Weaknesses and
the operating environment of the organization.
◦ The objectives must be complimentary to the
overall business strategies of the organization.

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Situation or SWOT Analysis
◦ SWOT Analysis means the analysis of SWOT or
Strengths, Weaknesses, Opportunities and Threats.
◦ This SWOT Analysis combines the internal and
external analysis to summarize the strengths,
weaknesses, opportunities and threats that are
seen in an organization.

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Target Markets
◦ Target Markets is one of the most important
aspects of marketing.
◦ Not all of the general public come under the
category of target market.

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Target Markets
◦ This is the reason why people are divided on the
basis of demography, gender, interests, hobbies,
likes and dislikes.
◦ For example: toys are intended for children, apparel
are divided on the basis of gender, etc.

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Strategies
◦ Strategies are Plans of Action that detail how the
marketing variables of product, price, place and
promotion (commonly known as the Four Ps) are
used to attain the marketing plan’s annual
objectives and overall strategies.
◦ The marketing plan is to how to put the strategies
into practice.

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Strategies
◦ To understand how the market works, the market
must be broken down into smaller segments –
groups of similar customers.
◦ Once it is decided on the target market, the
decision regarding the positioning in the market
must be considered.

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Tracking and Evaluation
◦ This will include the various strategies used to track
each type of marketing activity that is being used.
◦ Tracking helps monitor the effectiveness of each
marketing activity and is especially helpful with the
overall program evaluation.

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Tracking and Evaluation
◦ Evaluation is one of the most important activities in
a marketing plan.
◦ Evaluation will help in determining the return on
investments.
◦ The methods of tracking will help in evaluation.

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