Developing a

marketing plan
Marketing plan Concepts addressed includes

1. Generic strategies and

2. Strategies for pricing,
3. Distribution
4. Promotion,
5. Advertising and
6. Market segmentation.
Major components to our marketing
strategy:
1. How the enterprise will address the
competitive marketplace
2. How to implement and support our day
to day operations.
Creation of strategy by deciding what the
overall objective of our enterprise should be.
Invest the best resources in support of our
offering if market is very attractive and we are
strongest.
Concentrate on strengthening the enterprise if
market is very attractive but we are weaker.
An effective marketing and sales effort for our
offering will be good if market is not attractive
but we are strongest.
Determine the most cost effective way to divest
our enterprise if market and we both are weak.
Competitive advantage
A COST LEADERSHIP STRATEGY is
based on the concept that you can produce and
market a good quality product or service at a lower
cost than your competitors.
A DIFFERENTIATION STRATEGY is
one of creating a product or service that is perceived
as being unique "throughout the industry
A FOCUS STRATEGY may be the most
sophisticated of the generic strategies, in that it is a more
'intense' form of either the cost leadership or
differentiation strategy.
Pricing strategy
A SKIMMING STRATEGY:-If your offering
has enough differentiation to justify a high price and we
desire quick cash and have minimal desires for significant
market penetration and control.
A MARKET PENETRATION
STRATEGY:-If near term income is not so critical
and rapid market penetration for eventual market control
is desired ,then we have to set price low.
A COMPARABLE PRICING
STRATEGY:-price your offering comparably to
those of your competitors
Promotion
Product Comparison advertising
Product Benefits advertising
Product Family advertising
Corporate advertising
Distribution
Direct Sales
Wholesale Sales
Self-service Retail Sales
Full-service Retail Sales
The Environment
Government actions
Demographic changes 
Emerging technology
Cultural trends (fashion trends & lifestyle
trends)
The Prospect
The potential for market penetration involves
whether you are selling to past customers or a new
prospect
The prospect's willingness to pay higher price
The amount of time it will take the prospect to
make a purchase decision
The prospect's willingness to pay for product value
Likelihood of adoption by the prospect is based on
the criticality of the prospect's need, their attitude
about change, the significance of the benefits
The Competition
competitor'sexperience,
Staying power,
Market position,
Strength
Factors affecting strategy of a new
enterprise
 Enterprise capacity to be leader in low-cost production
considering cost control infrastructure, cost of materials,
economies of scale, management skills, availability of
personnel 
 The enterprise's ability to construct entry barriers to
competition
 The potential for competitive imitation, resistance to inflation,
ability to maintain high prices
 The competence of the management team.
 The freedom of the enterprise to make critical business
decisions without undue influence from distributors, suppliers,
unions, creditors, investors and other outside influences.
 Freedom from having to deal with legal problems.
Thank
you