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SAMPLE MARKETING PLAN

Executive Summary
This marketing plan for ABC SACCO is an outline for the direction of marketing
efforts for the next year. This plan incorporates innovative strategies that will
utilize opportunities and address weaknesses as outlined in the Situation
Analysis.
This plan is a general guideline with the following strategies:
(1) To promote member and asset growth
(2) To expand target market
(3) To introduce new services
(4) To develop a system for relationship marketing
Business Profile
ABC SACCO was founded in the year 2000 and is currently serving 3,000
members in the Eastern and Central parts of the country. The SACCO serves
micro and small business people in these regions including farmers, shop
owners, tailors, carpenters, welders and employed people.
The SACCO offers a range of loan products both for consumption and
development purposes. It has three branches located in three districts of the
Central Province and two in the Eastern Province. Alongside these branches the
SACCO also has satellite offices in four other towns.
ABC SACCO has been able to continually provide its services and products
competitively when compared with the competition. It has also engaged the
services of consultants to conduct market research to better understand its
market.
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Situation Analysis
Internal Factors Strengths Weaknesses
Management  Skilled staff
 Low staff turnover
 Poor organisational
structure
 Remuneration not
competitive
Marketing  Nearly established
marketing function with one
member of staff.
 Limited budgetary
allocation to marketing
 Marketing staff not well
trained
 Marketing function not
well understood.
Personnel  Committed staff who have
served for a long time
 Frequent turnover at
management level
 Heavy workload for
staff
Technology  Newly installed IT system
 Branches now networked
 Able to offer MPESA
services
 Low IT skills
 Insufficient IT support
from vendor
Research &
Development
 Primary data from member
surveys
 New function within the
institution, not well
developed
External Factors Opportunities Threats
Consumer/Social  Generally stable population
concerning income, housing,
tastes, and financial needs
 Predominately rural
and small town, with
lower income levels
than average population
Competitive  Have niche in the region in
serving small business
people.
 Entry of commercial
banks into microfinance
is a real challenge
 Need to generate
finances to expand
Technology  There are a variety of choices
available for electronic
service provision
 Other more capitalised
organisations have been
tapping into these
opportunities
Economic  Increase small business
activity as people rely less
on farming.
 High inflation means
less savings by the
people.
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 Increased awareness of
prices and markets for the
entrepreneurs.
 Increased default
because of the poor
economy.
Legal/Regulatory  Enactment of the SACCO
ACT
 There is now an opportunity
to mobilise savings.
 Slowness in adopting to
the new law
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Marketing Tasks and Objectives
Analyzing the Situation Analysis, the following tasks and objectives,
applying the general strategies outlined in the Executive Summary are
proposed:
Strategy Task Cost Objective
Promote Member
and Asset Growth
 Train staff on all
products
 Conduct member
satisfaction survey
 Kshs000
 Kshs000
 Kshs000
 To increase sales through staff
cross selling products (10%
usage increase)
 To better understand the
preferences of our members
and reduce exit rate to 5%
annually.
To expand target
market
 Introduce loan product
for salaried employees
 Introduce product for
horticultural farmers
 Kshs000
 Kshs000
 Increase loan portfolio
 Reduce costs of serving
members

Introduce new
services
 ATM services
 SMS banking
 Periodic account
statements
 Kshs000
 Kshs000

 Keep members informed
through a method that reduces
costs
 Be competitive in service
delivery

Develop a system
for relationship
marketing
 Have member service
desks at each branch
 Maintain an accurate
member database with
important dates
 Kshs000
 Kshs000
 Member retention
 Direct selling of products and
services
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Marketing Budget Projections (Kshs)
Advertising 100, 000
Printing Brochures 50, 000
Public Relations 100, 000
Customer Customized Statements 5,000
Direct Mail 6,000
Market survey 200,000
Newspaper 70,000
Radio 50,000
Promotions 150,000
Member Incentives 50,000
Employee Incentives 100,000
Travel 40,000
Total proposed Expenditures 921,000
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Monitoring
In order to be able to monitor the progress made in the implementation of this
plan, the following activities will be conducted over the year;
a. Monthly marketing reports
b. Member Satisfaction Surveys (bi annual)
c. Staff Product Knowledge Survey (bi annual)
At the end of the year there will be an annual review of the plan.