Planning Your

Marketing Program
The Marketing Plan
Strategic planning to create
customer value
• 3V approach • Value chain
• Value segment analysis
or customers • Primary activities
• Value proposition • Support activities
• Value network

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Strategic Marketing Plan
port act
›a road map for the implementation of
marketing strategies
› establish your marketing activities to manage
your product’s attractiveness to customers
› develop methods to sell and deliver your
products
› create methods to promote awareness of
product

› show how your marketing activities will

enhance profitability for the coming year
Strategic Marketing plan
›Definingthe business mission
›Analyzing external opportunities and
threats
›Analyzing internal strengths and
weaknesses, formulating goals
›Formulating strategy
›Formulating supporting programs
›Implementing programs
›Gathering feedback and exercising
control
Contents of a Marketing Plan
› Executive Summary
› Introduction
› Organization/Company Background,
Strategic Marketing Focus and Plan
› Marketing Situation Analysis
› Marketing Strategies & Program
› Marketing Budget and Financials
› Implementation
› Bibliography
› Appendices
› Executive Summary
› Contains the plan’s objectives and highlights
› key points, analysis and recommendations
› is well-thought out and is the last to be prepared
› maximum of 2 pages

› Introduction
› State of the art in marketing
› Importance of a marketing plan
› Why are you doing a marketing plan
› What is expected in the document
› Organization/Company Background,
Strategic Marketing Focus and Plan
› Background of the organization
› History, nature of business involved, products or services offered,
ownership, location
› Organizational structure, a list of key management people and
board of directors
› strategic direction of the company
› What does the company want to achieve in 3 years and how
does the company propose to realize it
› Any plan for future expansion

› Vision
› Mission
› Goals (financial and non-financial)
› Core competencies
 Goals and Objectives
› specific marketing and financial objectives
› specific and clear, measurable, time-bound
› Examples:
› Increase product awareness among target audience by 30% in
one year
› Inform target audience about features and benefits of our
product and its competitive advantage leading to a 10%
increase in sales in one year
› Decrease or remove potential customer resistance, to our
product leading to a 20% increase in sales in 6 months or less
Marketing Objectives
› Promotional objectives
› Target market
objectives › level of brand/company
awareness
› market share › traffic building
› total › store traffic, website
› by segments traffic
› by channel › product trials
› customers › sales promotions
› total › product
› number/% new demonstrations
› number/% › sales force
retained › cycle time
› purchases › cost per call
› rate of purchases › closing rate
› size/volume of › customer visits
purchases
Marketing Objectives
› Channel objectives
› For many organizations
› dealers
› total
› number/% new
› number/% retained
› order processing and
delivery
› on-time rate
› shrinkage rate
› correct order rate
› Market research objectives
› studies initiated
› studies completed
› R&D objectives
› product development
› Other objectives
› partnerships developed
› social involvement
Financial Objectives
the ultimate goal of the
marketing plan is the
effect it will have on the
bottom line.
› Customer sales
› by volume and growth
percentage
by segments
›
› Channel sales
by volume and growth
›
percentage
› by channel
› Margins
› Profitability
› Ratios
› use common financial ratios
and other metrics associated
with marketing in the industry
Market Situation Marketing Strategies
Analysis
§ Segmentation and
• External Target market
environment: § Market positioning
PESTLE Analysis
§ Marketing strategies
• Internal environment and mix
• SWOT analysis
• Industry analysis
• Competition analysis
• Customer analysis

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Marketing Budget
› Thissection presents the marketing budget based
on projected revenues and expenses to cover all
the marketing mix decisions and programs to be
done
› Serves as the basis for materials buying, production
scheduling, personnel planning and marketing
operations
› Financial projections shall be based on a 3-year
plan
Financial analysis

A. Sales
B. Costs
C. Cost of goods sold
D. Marketing/selling cost
E. Percent of sales = (D/A) x 100
F. Contribution margin = (A-D)
G. Contribution margin/sales = (F/A)
Projected Financial Statement

Item Year 0 Year 1 Year 2 Year 3 Year 4 Year 5

Sales
Cost of goods sold
Marketing/Selling &
Admin expenses

EBIT
Less: interest
EBT
Less: tax

EAT
Less: depreciation

Net income
Implementation
› Track all tasks, tactics and strategies and measure
what is planned against what actually happens
› Track changes in the environment
› 3 types of implementation control
› Profitability control - ROI
› Productivity control – efficiency in managing sales
force, channels, communications, products
› Strategic control – effectiveness in managing
customer relationships and social responsibility
› Contingency planning – when original strategies are
disrupted by significant unexpected changes
(prolonged power or telecommunications interruptions, natural disasters,
sudden bankruptcy of a major customer, pandemic)
 Pegasus Sports International
Sample Marketing Plan

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