Chapter-5

5.1 Product Level Planning

5.2 Marketing Evaluation & control
Marketing Plan

 The marketing Plan is one of the most important

output of the marketing process.
 The Aim is
 To shape the company’s businesses and products
to yield the targeted profits and growth.
 To measure how effectively corporate goals have
been met.
Marketing Planning
 Is a logical sequence of activities leading
to the setting of marketing objective s and
formation of plans for achieving them.
 A marketing plan is a comprehensive
document or blueprint that outlines a
company's advertising and marketing
efforts for the coming year. It describes
business activities involved in
accomplishing specific marketing
objectives within a set time frame. 
Cont.….

 A marketing plan has a formal structure,

but can be used as a formal or informal
document which makes it very flexible.
 Marketing plans start with the
identification of customer needs through a
market research and how the business can
satisfy these needs while generating an
acceptable level of return.
 This includes processes such as market
situation analysis, action programs,
budgets, sales forecasts, strategies and
projected financial statements.
 The marketing plan shows the step or
actions that will be utilized in order to
achieve the plan goals.
Out line of the Marketing Plan

 Market Research
 Competition
 Market Plan strategy
 Marketing Plan Budget
 Marketing goals
 Monitoring of the marketing plan results
Nature of Marketing Planning

 Effective Utilization of Resources

 Innovation of New Marketing Opportunities.
 Development and Evolution of Alternative course
of action plan.
 Development of Marketing plan and marketing
oriented actions
 Process of grabbing the market opportunities
Content of the marketing plan

 The main contents of a marketing plan are:

 Executive Summary
 Situational Analysis
 Opportunities / Issue Analysis - SWOT Analysis
 Objectives
 Marketing Strategy
 Action Program (the operational marketing plan itself
for the period under review)
 Financial Forecast
 Controls
Essential Elements of Marketing Planning

 Objectives

 Forecasts (is an art of drawing the conclusion about the future

based on accurate information)

 Procedure (guidelines to the actual marketing activities)

Essential Elements of Marketing Planning

 Policies ( guidelines for achieving the set objectives of the firm

like basic, common, departmental policies)

 Programme ( helps in getting the process or solution of some

work or problem)

 Schedule ( it shows time and period to undertake a particular

activity )
 Product Level Planning

 PLP is the ongoing and continuous evolving process of

identifying and fulfilling the requirements of the
market.

 It starts with idea generation and continue till the

product is launched in the market.

 Managing the product through out the PLC using

various strategies.
Phases of PLP

 Developing the product concept.

 Studying the market competition.

 Market Research

 Product Introduction

 PLC (managing the product through various

stages)