Marketing Plan

Systematic anticipation and

analysis of the future changes
coupled with the methodology
for adapting to such changes
 Elements of a Marketing Plan
 Analyze the present market situation

 Marketing objectives (R.O.I, R.O.S,

market share, customer share, etc.)

 Establish coordinated marketing

strategies of product, price, promotion
and distribution
 Elements of a Marketing Plan

 Establish tactical procedures

 Develop standards of success

 Devise control procedures and evaluation

policies
A CONCISE FRAMEWORK
FOR A MARKETING PLAN
 I ANALYSIS OF CURRENT SITUATION
(Using Marketing Research)
Enviro nm e nta l Fa c to rs

The Ma rke t
Mkt size (units)
Mkt Sha re (units)
Mkt size (Ca sh)
Mkt Sha re (Ca sh)

Tre nd s / Fo re c a sts

SWOTAna lysis
Co m p a ny Stre ng ths & We a kne sse s a nd Ke y Fe a ture s o f Ma rke ting Mixe s
Bra nd Stre ng ths & We a kne sse s
Co st Ad va nta g e s
Co m p e tito r Stre ng ths & We a kne sse s a nd Ke y Fe a ture s o f Ma rke ting Mixe s
Custo m e rs p ro file , b uying b e ha vio urs, ne e d s c o m p a ny sa le s fo re a sts
 II BUSINESS MISSION/OBJECTIVES
 What business are we in?
 What business would we like to be in 5-10 years
hence?
 Corporate objectives – profitability, growth, risk
reduction.
 Marketing objectives – market share, sales.
 III STRATEGIES - ANSOFF
Existing New
Products Products
Existing Markets Market Penetration
Product
Development

Market
New Markets Development
Diversification

SEGMENTATION
•Bases
•Characteristics and measurement
•Strategy
 IV TACTICS / OPERATION PLAN –
MARKETING MIX PROPOSALS
 PRODUCT DECISIONS
• Objectives
• Branding
• Packaging
• Pre-, During & After sales service
 PRICING DECISIONS
• Objectives
• Strategy - penetration vs. skimming
• Discounts
 IV TACTICS / OPERATION PLAN –
MARKETING MIX PROPOSALS
 DISTRIBUTION DECISIONS
• Channels
• Objectives
• Intensive/selective/exclusive distribution

 PROMOTION DECISIONS
• Objectives – roles
• Salesforce size/organization/motivation
• Mix
• Media - target audiences
• Copy/creative platforms
• Agencies
 V BUDGETS
 Sales Forecasts & Sales Budgets

 Period: 1-5 years

 Costs

 Bottomline