FORMAT OF A MINI-MARKETING PLAN

(A Product proposal project)

I. TITLE PAGE

• The title page should contain the heading “ A Product Proposal of the
product’s name” followed by the company name, the names of the
members of the group, the name of the Professor and the date.

II. EXECUTIVE SUMMARY

• Summarizes the content of the whole proposal.

• Outlines the content of the paper

III. SITUATION ANALYSIS

• Company background (the name of their company, history, why they

engaged in the product)

• Product background (identify related products to the product they will

launch and discuss the trend of that product)

• Market Analysis (discuss the behavior of the market that patronizes the
related products)

• Competitor Analysis (identify existing companies offering the same/related

products who could be future competitors of the company)

IV. SWOT ANALYSIS

• Identify and discuss the strengths and weaknesses of the company and
product

• Identify and discuss future opportunities and threats that may confront the
company/product

V. OBJECTIVES (should be Specific, Measurable, Attainable, Realistic, and

Time-Bounded)

• Marketing objectives (identify the target volume/quantity/transactions)

• Financial objective (identify the profit/return on sales you intend to

achieve)
VI. MARKETING STRATEGIES

• Target market (Discuss the profile of the target market in terms of

geographic location, demographics, psychographics and behavioral. Use
only dimensions that you could identify)

• Product/Service Strategies (Discuss the product/service description, the

product quality, features, style, label and packaging – in the case of a
tangible good – or the service differentiation strategies you will provide –
in the case of a service)

• Pricing Strategies (Identify and discuss the pricing objective and pricing
method used. Provide solutions on how the price was computed and
discuss briefly)

• Promotional Strategies (Identify the promotional activities that you will use
in order to promote your product in terms of: Advertising, Sales Promotion,
Personal selling/Direct selling and Publicity /Public Relations. Discuss
briefly how you will use these including the types of every promotional tool
– e.g. Print advertising for advertising, Discounts for Sales promotions
etc…)

VII. TIMETABLE OF ACTIVITIES

• Identify the date, activity, person in-charge that you will do after the writing
of this marketing plan. This is to guide you how you will meet the activities
as they are being scheduled.
• Usually for one year

VIII. FINANCIALS
• Forecast of sales for one year (should be written per month)
• Income statement for one year
*Sales
*Costs
*Profits
*Expenses
*Net profit

• Do not forget to write the assumptions you used to assume the sales and
costs values.
• Discuss the financials briefly.

IX. EXHIBITS (Pictures & Documentation)

X. REFERENCES