Marketing Plan

What is Marketing plan for

 To summarize market place knowledge

 To show what marketing will accomplish
 To detail marketing strategies
 To show how progress will be measured
 To explain implementation control
Marketing Plan contents

 Executive Summary
 Current Situation (SWOT)
 Objectives and Issues Analysis
 Target Market
 Marketing strategy and programs
 Financial Plans
 Implementation controls
Researching the current situation

 Examine external environment

 Assess internal capabilities
 Understand competitors' strategies
 Analyze stakeholder’s influence
Judging strengths and weaknesses
SWOT Analysis - Nestle
Understanding market/ customers

 Learn about markets and customers

 Examine needs, wants and demands
 Research buying behaviors
Type of customers

 Penetrated Market (customers already buying such an

offering)
 Target market ( customers being targeted)
 Potential Market (all customers who may be interested
in an offering)
Segmentation, Targeting and Positioning

 Identify segments, decide which to target

 Create competitively distinctive position in the minds of targeted
customers
How to go about it?

 Defining the corporate mission

 Establishing SBU’s
 Allocating resources for SBU’s
 Planning for new business
 Corporate Mission

 This helps to provide a sense of purpose, direction and opportunity

 A mission statement is defined as an action-based statement that declares the purpose of an
organization and how they serve their customers. This sometimes includes a description of the
company, what it does, and its objectives.
 “To accelerate the world’s transition to sustainable energy.” Tesla
 “To connect the world’s professionals to make them more productive and successful.” LinkedIn
 “To be Earth’s most customer-centric company, where customers can find and discover anything
they might want to buy online, and endeavors to offer its customers the lowest possible prices.”
Amazon