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WHAT IS A MARKETING PLAN?
˜ A marketing plan is a written document that
summarizes what the marketer has learned
about the market place and indicates how the
firm plans to reach its marketing objective/s.
˜ The Marketing Plan is a highly detailed, heavily
researched and well written report that many
inside and outside the organization evaluate.
MARKETING PLAN
˜ The Marketing Plan is generally undertaken for
one of the following reasons:
1. As part of the yearly planning process within the
marketing functional area
2. Needed for a specialized strategy (e.g. new product
planning, entering new markets, or trying a new
strategy to fix an existing problem)
3. As a component within an overall business plan
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1. PURPOSE
2. SITUATIONAL ANALYSIS
3. MARKETING STRATEGY AND OBJECTIVES
4. TACTICAL MARKETING PROGRAMS
5. BUDGETING, PERFORMANCE ANALYSIS
AND IMPLEMENTATION
6. ADDITIONAL CONSIDERATIONS
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˜ Offer brief explanation for why this plan was
produced
˜ Suggest what may be done with the information
contained in the plan
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i. Current Product Analysis
ii. Customer Analysis
iii. Competitor Analysis
iv. Environmental Analysis (Opportunities &
Threats)
I. CURRENT PRODUCT ANALYSIS
˜ Product Attributes
˜ Pricing

˜ Distribution

˜ Promotion

˜ Services Offered

˜ Sales Analysis
II. CUSTOMER ANALYSIS
˜ demographic/psychographic profile of the market:
˜ gender, income, age, occupation, education, family life cycle,
geographic region, lifestyle, attitudes, purchasing characteristics, etc.
˜ characteristics of customers:
˜ Needs/benefits sought by market
˜ Product usage: Who, why, when, how?
˜ Customer Perception and attitude
˜ purchasing process:
˜ How does they make their purchase?
÷ decision-making process, decision maker, information sought for purchasing,
˜ Who makes the purchase?
÷ Does user purchase or is other party responsible (e.g., parent purchasing for
children)?
˜ Who or what influence the purchase?
˜ market size estimates:
III. COMPETITOR ANALYSIS
˜ Describe direct competitors in terms of:
÷ Target markets served
÷ Product attributes, Pricing, Promotion,
Distribution network
÷ Services offered
˜ Discuss competitor·s strengths and weaknesses
IV. ENVIRONMENTAL ANALYSIS
(OPPORTUNITIES & THREATS)
˜ Describe trends, events, conditions that are
external (usually uncontrolled by the company)
that may impact the company·s product(s) or the
market.
÷ social and cultural
÷ demographic
÷ economic
÷ technological
÷ political
÷ legal, regulatory, ethical
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˜ Segmentation
˜ Target Market (who will be our customer)

˜ Positioning

˜ Branding etc
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˜ It contains descriptions of Marketing Mix or
detailed tactics to be carried out to achieve the
objectives and goals established in Step 3.
÷ Product
÷ Promotion
÷ Pricing
÷ Distribution
÷ Other Areas
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lay out spending requirements necessary for meeting
the plan·s objectives
˜ Outline spending requirements for each tactical
marketing decision
÷ Breakdown each tactical category
˜ e.g., types of advertising, types of services offered, marketing
research expense, etc.
÷ Show detailed spending timetable by:
˜ Month, Year
÷ Show spending by:
˜ Product (if plan is for more than one)
˜ Segment/Geographic area
˜ Distribution Network/Channel
FINANCIAL ANALYSIS
˜ Financial Projections
÷ Cash flow/revenue
÷ Scenario analysis
÷ Profitability

˜ Breakeven Analysis
˜ Marketing Contribution

˜ Ratio Analysis

÷ Limit to important marketing ratios


÷ e.g., sales cycle, advertising-to-sales, conversions
from trial to purchase, website traffic-to-search
engine marketing, etc.
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˜ potential situations that may affect the plan
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