MAR KETING

PLAN
 A Marketing plan is indeed a crucial
component of an overall business
plan, focusing specifically on a
company's advertising and marketing
efforts for a defined period, typically
a year. It serves as a detailed
document or blueprint that outlines
the strategies and tactics to achieve
specific marketing objectives within
a set timeframe.
 1. One of the main purpose of
MARKETING marketing plan is to set the
company on specific path in
PURPOSE marketing. The marketing goals
normally align itself to the
broader company objectives.

2. The marketing plan 3. The marketing plan is a 4. after the strategies are
also helps layout general responsibility from laid out and the task are
necessary budget and company leaders and the developed, each task is
resources needed to marketing staff to take the assigned to a person or a
achieve the goals company in a specific tea, for implementation.
stated in the decision
marketing plan
 MARKETING PLAN AIMS
AND OBJECTIVES

According to the charted

institute of marketing,
Objectives must be specific,
measurable, achievable,
realistic and time-bound.
 SMART
SPECIF IC – state exa c tl y wh at you wan t
to ac c o mpl ish .

MEA SURA BLE – in c l ud es p re c ise amo un t,

d ates in you r go al s so you c a n measu re
you r d egree o f su c c ess.

A TTA INA BLE – mak e su re th at it’ s

po ssibl e to ac h ieve th e go al s you set.

RELEV A NT – go al s sh o ul d be rel evan t to

th e d irec tion yo u wan t yo ur l ife an d c a re er
to take .

TIME BOUND – yo ur goa l s mu st h ave a

d ead in e
 8P'S OF MARKETING PLAN

5. People
1. Product - Represent the business.
- The Actual Product - Anyone directly or indirectly involved in the
business side of the enterprise.
2. Price
- Is what the customer pays for the product or 6. Physical Evidence
service. - This refers to all existing and potential features
customers see when engaging with your business.
3. Place
- Where the Product is sold 7. Process
- This refers to all the steps a company takes to
4. Promotion analyze market opportunities.
- A marketing tool that used as a strategy to
communicate between the sellers and buyers. 8. Packaging
- Serving to draw attention, communicate value,
improve brand image, and ease distribution.

MARKETING PLAN OUTLINE COMPETION
The marketing plan should
identify the organization’s
competition. The plan
should describe how the
organization will stick out
from it’s competition and
what it will do to become a
market leader

SWOT ANALYSIS
1. Useful to identify internal
strength and weaknesses as well as
the external opportunities and
threats.
PEST ANALYSIS
1. A PEST analysis is widely used
strategic planning tool. It is used by
many to identify the political,
economical, and social technological
factors that may have an effect on a
project and it’s planning process.
Sometimes it is expanded to include legal
and environmental factors and called a
PESTLE analysis.
 MARKET PLAN ANALYSIS
1. Developing the marketing and
promotion strategies that
organization will use
2. Such strategies may include
advertising, direct marketing, training
programs, trade shows and
website etc..
MARKETING PLAN
BUDGET
the 1. Strategies identified in the marketing
plan should be within the budget Top
managers need to revise
what they hope to accomplish within
the marketing plan, review their
current financial situation and
then allocate funding for the marketing
plan.
 MARKETING GOALS
The marketing plan should include attainable marketing
goals
MONITORING OF THE MARKETING PLAN
RESULTS
The marketing plan should include the process of analyzing
the current position of the organization.
The organization needs to identify the strategies that are
working and those that are not working.
 STRATEGIC
MARKETING
2 & TACTICAL
MARKETING
 STRATEGIC PLANNING
– Is a management process of creating and
maintaining fit between the objects and resources
of the organization and the changing marketing
opportunities. The very goal of strategic planning
is the long-term profitability and growth of the
company. This means there is a need for long-
term commitment of resources in order to make
strategic decisions.
•Designed to provide an organization its
divisions, departments or even individual players
with a game plan or map to achieve specific goals
and objectives.
•Strategic planning will look at customer
behavior, competitor placement, pricing and
overall market research.
TACTICAL PLANNING
– It is a short-range planning that emphasizes
the current operations of various parts of the
organization. short range is defined as period
of time extending about one year or less in the
future.
•Tactical plans are usually developed in the
areas of production, marketing, personnel,
and finance and plant facilities.
• At some point, one year or less in advance,
managers use a tactical planning to configure
what various parts of the organization must do
in order to be successful.
Corporate Mission
• An organization exists to achieve something such as to
make cars, lend money, and provide a night’s lodging and
so on. Its specific mission or purpose is usually obvious

STRATEGIC
when the business starts.
• Good mission statements focus on a limited number of
goals, emphasize the company’s main policies and values,
and identify the company major competitive scope. These
include:
PLANNING
a) INDUSTRY SCOPE – the industry or range of
industries in which a company will operate.
b) PRODUCTS AND APPLICATION SCOPE – the range PROCESS
products and applications that a company will supply.
c) COMPETENCE SCOPE – the range of technological
and other core competencies that a company will master and
leverage.
d) MARKET SEGMENT SCOPE – the type of market or
customers a company will serve.
e) GEOGRAPHICAL SCOPE – the range of regions or
countries in which a company will operate. Some company
may operate in a specific city or state.
 MARKET
3 OPPORTUNITY
ANALYSIS AND
CONSUMER
ANALYSIS
MARKET OPPORTUNITY ANALYSIS
Is a tool to determine and access the desirability
of a business opportunity. It dorms a portion of
business strategy wherein before launching a new
product or service, the market is analyzed to
identify the anticipated revenues and profits for it.

MARKET OPPORTUNITY
A potentially favorable condition in which
business can capitalize on a changing trend or an
increasing demand for a product by a demographic
group that has yet to be recognized by competitors.
WHAT TO INCLUDE IN YOUR MARKET ANALYSIS?
1. INDUSTRY DESCRIPTION AND OUTLOOK
-describe your industry, including its current size and description and historical
growth rate.
2. INFORMATION ABOUT YOUR TARGET MARKET
--narrow your target market to a manageable size. many businesses make the
mistake of trying to appeal to too many target markets.

*DISTINGIUSHING CHARACTERISTICS
*size of the primary target
*how much market share can you gain?
*pricing and gross margin markets

COMPETITOR ANALYSIS
-marketing and strategic management is an assessment of the strengths and
weakness of current and potential competitors. this analysis provides both an
offensive and defensive strategic context to identify opportunities amd threats.

REGULATORY RESTRICTIONS
-include any customer or governmental regulatory requirements affecting
your business, and how you'll comply.
 SWOT ANALYSIS

-STANDS FOR STR ENGTH,

WEAKNESS,
OPPORTUNITY AND
THREATS.
 CONSUMER ANALYSIS
Consumer analysis is identifying a business's target customers and understanding
their needs to help professionals market the right products to them. It allows
professionals to get to know their current consumers and potential leads. A potential
lead is a type of consumer who's aware of a brand and has shown interest in their
products, such as browsing them online but hasn't made a purchase. By analyzing
their needs, professionals can learn what potential leads are designing to complete a
purchase from them. Consumer analysis can comprise two parts, a behavioral and
demographic profile.

Behavioral Profile it is the process of using data to understand how clients

interact with your product and company. The data is used to categorize customers,
which allows for target market-specific advertising.You can divide the behavioral
profile into two sections, customer purchase criteria and purchase process and
patterns. The customer purchase criteria are the factors a consumer thinks about
before deciding to buy a product. And the purchase process and patterns are
understanding how a consumer conducts their buying process. Here are some
questions you can ask yourself when you're trying to determ
•What was the reason they bought a product? Q
•How many times might they buy this product again?
U
E
•What's the schedule for them to purchase this product?
S
T
•How much of the product did they purchase?
I
•What situation does the consumer use this product? O
N
•How long did it take for them to decide to purchase this
product? S
Demographic Profile is the second aspect of consumer analysis and
it helps you understand more about your target audience. You can
use this information to target your customers more accurately with
marketing strategies. Here are some questions you can ask yourself
when you're researching consumer demographics:

What level of education do they possess?

What's their income range?

Do they have children or pets in their homes?

What's their marital status?

1.Review your industry. HOW TO
3
2.Identify customer demographics. CONDUCT A
3.Forecast future changes.
4.Describe consumers' buying CONSUMER
behaviors. ANALYSIS IN 6
5.Conduct competitive analysis.
6.Identify gaps in the market.
STEPS
The Wheel of Consumer
Analysis is a model that
considers three primary
elements of consumer
behavior to help
understand their buying
habits. This can help you
market products to them
more effectively.
Here are the three aspects to consider when conducting this analysis:

1.Affect and Cognition- Affect is the emotion an individual feels about an

experience. Consumers' feelings are important to consider because they can
affect if they want to purchase a product. Cognition is what an individual is
thinking. You can combine affect and cognition in your analysis because it can
help you understand how consumers' feelings influence their thought
processes.

2.Consumer Behavior- This section of the wheel seeks to understand the

actions consumers take. You can understand your consumers' behaviors
through observation and measurement of analytics.

3.Consumer Environment-The environment can influence how a consumer

thinks, feels and behaves. A type of environment that may affect a consumer is
their financial background.
THANKYOU!!