Marketing Plan Presentation Structure

General Instructions:

This assignment is a continuous part of your Situation Analysis Report. You must continue to use
the same company and brand in the Situation Analysis Report for this Marketing Plan
Presentation.

In this assignment, you will try to answers two questions:

1) Where do we want to go?
2) How are we going to get there?

You will have 15-18 minutes to present followed by a 5 minutes Q&A. While there is no limit on
the number of slides you can use, please make sure you finish your presentations limited to 18
minutes.
There are several important sections in your presentation.

Presentation’s Content & Structure:

1. Introduction (recommended no more than 2 minutes):

Briefly introduce your company and your product. You can use the same information from
your Situation Analysis report.

a. Company description (history, mission statement, CEO)

b. Product description (function, features, design, market share, brand awareness) with a
focus on Vietnam

2. Target Customer and Positioning (recommended 2 minutes):

- Describe who the current target market the company can serve best (who is this plan/
product aimed at). This section can be taken from your Situation Analysis report, but if you
wish to change your target market, please provide your suggestions of new target market
profile here. No need to do the Segmentation again here.
- Specifying your desired product positioning (what does this product stand for in the
consumers mind compared to current offerings in the market). You need to use a positioning
map to illustrate your product positioning. Identify the desired place the product occupies in
consumer’s mind relative to competing products.
- Keep in mind that you can either want to enhance your position to a new position or to
consolidate your current position.

3. Current Marketing Mix Strategies (recommended 8-10 minutes):

This section is the most important part of marketing plan. Here you should attempt to answer
the question “How will we get there?” Illustrate marketing strategies by using 4P framework
(how you plan to achieve your objectives by combining the following marketing mix
elements?). This section should include two sections:

3.1. Current performance identification:

In this section you will identify what are the 4 P’s strategies used by your brand in Vietnam. All
activities, strategies, tactics and decisions must be real and authentic by your brand in Vietnam.
Use visuals/videos to support and add value to this section. You can take pictures from
supermarkets, stores, outdoor and indoor displays, store layouts etc. You can also take screen
shots of online advertisement campaigns. Support your claims with as many visuals as you can.

3.2. Current performance evaluation:

 You need to briefly analyse what is working well and/or not working well. This is the most
important section. It is not sufficient to discuss what the company is doing, you also have
to provide your team’s opinion about if that strategy is effective or not. Try to find evidence
to support your reasons. For example you could look at reviews of products, comments on
Facebook or other social media etc to justify your opinions.

4. Marketing Plan Objectives (recommended 1-2 minutes):

These are specific objectives for the brand/product this plan is being developed for.
Objectives should be SMART - Specific, Measurable, Achievable, Realistic, and Time frame
specific.

- Here you should attempt to answer the question “where do we want to go?”

- You can develop the objectives for the Marketing plan in terms of Core Business Objectives,
market share, financial objectives, product/price objectives, or communication objectives, and
so on. It’s up to you and your team to decide which objective to use. However, you should
base on the historical data, information or current performance or any strong
argument/evidence to set your new objectives for the upcoming period (at least in the next 6
months period).

5. Your recommendations for 4P strategy for upcoming period(s):

 Based on your issues identified above and your new objectives, what are your
recommendations for the upcoming period for each P?
 Recommendations should be specific and should include details about what you will
implement. For example, if you recommend a new price, what should be the price range?
If it’s a new packaging, illustrate with a drawing. If it is a new TV advertisements, you can
provide some ideas on advertising appeals or creative concepts.
 Be creative and use visual to support your ideas

6. References:

You should use sources in English. The only Vietnamese references that can be used are
government sources of information about statistics, laws and legislation. Please follow the
Harvard citing and referencing guide.

7. Appendices:

Any supporting analysis, diagrams, pictures etc. that add value to the main report should be
included in this section.

Note:
• Key information MUST BE ON THE SLIDES. If you presented key information that is not in the
slide, that information will not be counted or marked. Reading from your notes is not sufficient.
Your slides must contain all key information/analyses.
You are to analyse the current strategies used by the company operating in Vietnam.
• In your analysis make sure you identify if the strategy is working well/not working well and
analyse your reasons for it.
• Use visuals to support or add value to this section. For example when analysing product
strategy you might find branding strategies are relevant. Identify which brand development
strategies are being used currently, and then analyse if this strategy is working well or not. Does
the brand have high awareness, etc.
• Present a summary of the core issues in the 4P’s
• Recommendations should be very specific and should include specific strategies you will
implement. For example if you recommend advertising on TV then mention which channels and
how often etc.
• You can recommend that a company continue with their existing strategies but make sure to
give reasons why to support your recommendation.
• These are your ideas so you can be creative. Use visuals to support your ideas where
applicable.