MARKETING MANAGEMENT I

HAYDEN NOEL

Orientation
Marketing Plan
 THE MARKETING PLAN
A plan summarizes
• What a firm has learned about the
marketplace
• What value the firm can deliver to its
targeted consumer
• How it plans to deliver that value

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 THE MARKETING PLAN

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 BEFORE YOU BEGIN…
You need to establish the following:
1. Deadline – When do you plan to
complete the plan?
2. Roles of parties involved – Who is
supposed to complete what sections
of the plan?
3. Proposed budget – How much do
you have to spend on your planned
strategy?

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 LEVELS OF A MARKETING PLAN
“Strategy without tactics is the
slowest route to victory. Tactics
without strategy is the noise
before defeat.” – A quote often attributed to Sun Zi

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 LEVELS OF A MARKETING PLAN
Strategic Tactical

• Analysis of marketing • Product features

opportunities • Promotion
• Value proposition • Merchandising
• Target marketing decisions • Pricing
• Sales channels
• Service

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 MARKETING PLAN CONTENTS

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 MARKETING PLAN CONTENTS
Situation analysis
• This section contains an overview
of your situation as it exists today
• Provides a benchmark as you
adapt and refine your plan

5 C’s analysis
• Environmental scan of five key
areas applicable to developing
marketing strategy and
implementing tactics

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 MARKETING PLAN CONTENTS
Situation analysis
5 C’s analysis
• Company
– (Strengths, Weaknesses)
Collaborators
Customers
Competitors
Context

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 MARKETING PLAN CONTENTS
Situation analysis
• Executive summary
• Situation analysis
• Marketing strategy & tactics
• Financial projections
• Implementation controls

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 MARKETING PLAN CONTENTS
Marketing strategy & tactics
a. Marketing objectives
b. Target consumer
c. Positioning
d. Product strategy
e. Distribution plan
f. Pricing strategy
g. Promotions strategy
i. Conversion strategy
ii. Online marketing strategy

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 EVALUATING A MARKETING PLAN
• Is the plan simple?
• Is the plan specific?
• Is the plan realistic?
• Is the plan complete?

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