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STRATEGIC MARKETING PLAN

Suggested Outline

Items

A. COMPANY NAME
Number of employees
Key personnel
Company business philosophy

B. PRODUCTS AND/OR SERVICES


1. General description
a. purpose
b. features/benefits
2. Advantages over competition
3. Disadvantages
4. Current awareness level
5. Current perception
6. Promotion program summary
a. literature
b. public relations
c. advertising by medium
d. sales promotion
e. trade show participation
7. Stage of Product Life Cycle
8. Current Selling process
9. Current market positioning

C. MARKET
1. Market size
a. number of potential customers
b. number of potential sales units
c. Potential peso volume
2. End user
a. Demographics (e.g., age, income, education, marital status,
race, etc.)
b. Psychographics (e.g., personality type, lifestyle, hobbies)

c. Behavioristics (e.g., occasions, benefits sought, user


status, usage rate, readiness stage)

d. Other factors

D. COMPETITION (Competitive Product/Service)


1. General description
a. Features/benefits
b. pricing
c. sizes
d. method/s of distribution
2. Advantages over your product/service
3. Disadvantages
4. Current awareness level among buyer/ influences
5. Current perception level among buyer/ influences
STRATEGIC MARKETING PLAN
Suggested Outline

Items
6. Sales history/ share of market
7. Summary of promotional programs
8. Positioning
9. Most likely strategy for the near future
10 Other non-marketing considerations (e.g., legal, social,
technical variables)

E. MARKETING/SALES GOALS
1. Total Unit Sales
2. Total Peso Sales

F. MARKETING PROBLEMS
1. Awareness
2. Perception, familiarity
a. price
b. positioning
c. quality
d. performance
e. features
f. operating efficiency
g. ease of use/handling
h. delivery/availability
i. package
j. technology
k. innovativeness
l. breadth of product line
m. pre-purchase assistance
n. after-sales service (repair/ maintenance, training)

o. Increased competitive pressures

H. MARKETING OBJECTIVE
1 Increase in market size
2 Increase in market share
3 Increase usage rate in existing market

J. MARKETING STRATEGY
1 Pull strategies
2 Push strategies

K. MARKETING TACTICS
1 Adopt viable positioning, vis-a-vis competition
2 Improve product (e.g., new features, improved performance)

3 Price ( raise, lower, maintain)


4 Distribution channel (e.g., increase sales force/ sales
representation, new outlets)
5 Redesign package
STRATEGIC MARKETING PLAN
Suggested Outline

Items
6 Promotion (e.g., increase promotion budget, commission
advertising agency services)

L. IMPLEMENTATION TIMETABLE (Indicative time periods)


Existing New

x
x
x
x
x
x

x
Existing New
Existing New
STRATEGIC MARKETING PLAN http://www.nextgreencar.com/lpg-cng.php#q2 http://www.lpg-cars.co.uk/services/co
Suggested Outline

7 8
Strategic Intent Strategic Formulation
Items

A. COMPANY NAME
Number of employees
Key personnel
Company business philosophy Mission; Statement of
strategic intent

B. PRODUCTS AND/OR SERVICES


1. General description
a. purpose
b. features/benefits
2. Advantages over competition Competitive advantage (CA);
sources of CA; experience &
value effect; industry
position

3. Disadvantages -ditto-
4. Current awareness level
5. Current perception
6. Promotion program summary
a. literature
b. public relations
c. advertising by medium
d. sales promotion
e. trade show participation
7. Stage of Product Life Cycle Product Life Cycle
8. Current Selling process
9. Current market positioning

C. MARKET
1. Market size
a. number of potential customers
STRATEGIC MARKETING PLAN http://www.nextgreencar.com/lpg-cng.php#q2 http://www.lpg-cars.co.uk/services/co
Suggested Outline

7 8
Strategic Intent Strategic Formulation
Items

b. number of potential sales units


c. Potential peso volume
2. End user
a. Demographics (e.g., age, income,
education, marital status, race,
etc.)
b. Psychographics (e.g., personality
type, lifestyle, hobbies)

c. Behavioristics (e.g., occasions,


benefits sought, user status, usage
rate, readiness stage)
d. Other factors

D. COMPETITION (Competitive Product/Service)


1. General description
a. Features/benefits
b. pricing
c. sizes
d. method/s of distribution
2. Advantages over your product/service
3. Disadvantages
4. Current awareness level among buyers
5. Current perception level among buyers
6. Sales history/ share of market
7. Summary of promotional programs
8. Positioning
9. Most likely strategy for the near future
10 Other non-marketing considerations
(e.g., legal, social, technical
variables)

E. MARKETING/SALES GOALS Goals & objectives


STRATEGIC MARKETING PLAN http://www.nextgreencar.com/lpg-cng.php#q2 http://www.lpg-cars.co.uk/services/co
Suggested Outline

7 8
Strategic Intent Strategic Formulation
Items

1. Total Unit Sales


2. Total Peso Sales

F. MARKETING PROBLEMS Strategic wear-out


1. Awareness
2. Perception, familiarity
a. price
b. positioning
c. quality
d. performance
e. features
f. operating efficiency
g. ease of use/handling
h. delivery/availability
i. package
j. technology
k. innovativeness
l. breadth of product line
m. pre-purchase assistance
n. after-sales service (repair/
maintenance, training)
o. Increased competitive pressures

H. MARKETING OBJECTIVE
1 Increase in market size
2 Increase in market share
3 Increase usage rate in existing
market

MARKETING STRATEGY Industry position; product &


market strategies

J.
STRATEGIC MARKETING PLAN http://www.nextgreencar.com/lpg-cng.php#q2 http://www.lpg-cars.co.uk/services/co
Suggested Outline

7 8
Strategic Intent Strategic Formulation
Items

1 Pull strategies
2 Push strategies

MARKETING TACTICS Difficult market conditions


K.
1 Adopt viable positioning, vis-a-vis
competition

2 Improve product (e.g., new


features, improved performance)

3 Price ( raise, lower, maintain)

4 Distribution channel (e.g.,


increase sales force/ sales
representation, new outlets)
5 Redesign package
6 Promotion (e.g., increase promotion
budget, commission advertising
agency services)

L. IMPLEMENTATION TIMETABLE (Indicative time periods)


ww.lpg-cars.co.uk/services/conversions/

9 10
Targeting, positioning & Product development &
brand strategy Innovation

Evaluating market
segments; establishing
organizational
capabilities
ss

Evaluating market
segments; establishing
organizational
capabilities
ww.lpg-cars.co.uk/services/conversions/

9 10
Targeting, market
Evaluating positioning & Product development &
segments;
brandestablishing
strategy Innovation
organizational
capabilities

Evaluating market
segments; establishing
organizational
capabilities
ww.lpg-cars.co.uk/services/conversions/

9 10
Targeting, positioning & Product development &
brand strategy Innovation

Alignment of assets and


competencies; target
segment choices
ww.lpg-cars.co.uk/services/conversions/

9 10
Targeting, positioning & Product development &
brand strategy Innovation

Positioning; positioning
alternatives

Creating brand equity; Product development


strategic brand strategy; new product
management; brand development process;
stretching; brand managing innovation
revitalization