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Marketing Plan Guideline PDF

This marketing plan outlines key elements to develop a strategy for a new product or service. It includes an analysis of the company, customers, competitors, and market environment. The plan proposes segmenting the market and selecting target segments. It then provides strategies for positioning, products, pricing, distribution, and communications. Financial projections and controls for monitoring progress are also included. The overall goal is to analyze opportunities and threats to create an actionable strategy to effectively market the product or service.

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Anuruddha Rajasuriya
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135 views5 pages

Marketing Plan Guideline PDF

This marketing plan outlines key elements to develop a strategy for a new product or service. It includes an analysis of the company, customers, competitors, and market environment. The plan proposes segmenting the market and selecting target segments. It then provides strategies for positioning, products, pricing, distribution, and communications. Financial projections and controls for monitoring progress are also included. The overall goal is to analyze opportunities and threats to create an actionable strategy to effectively market the product or service.

Uploaded by

Anuruddha Rajasuriya
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Marketing Plan

1. Executive Summary

A brief summary of the marketing plan including key insights from marketing analysis,
strategies, programmes, and financial projections.

2. The Company

2.1. Vision
2.2. Mission
2.3. Brief history and background about the company
2.4. Current size, scale of operations, and products
2.5. Current performances, market shares, growth and profitability
2.6. Company resources, people, management, structure and culture

3. Product Review

The opportunity or the gap addressed by the marketer should be discussed in this section with
a brief introduction to the proposed marketing initiative.

4. Marketing Environment Analysis (Macro Forces)

4.1. Demographic environment


4.2. Economic environment
4.3. Natural environment
4.4. Technological environment
4.5. Political and legal environment
4.6. Social and cultural environment

5. Current Marketing Situation

5.1. Customer analysis


5.1.1. Identifying the current markets

Identifying the potential markets, Buying attitudes and preferences, Customer needs and
wants
5.1.2. Purchase behaviour

What the buyer buys, when, where, and how much, Buyer decision process
5.1.3. Market trends and general expected growth

5.2. Competitor analysis


5.2.1. Nature of competition in the market
5.2.2. Identifying key competitors
5.2.3. Analyzing competitors
5.2.3.1. Company and its size/ type
5.2.3.2. Company image and reputation in the market
5.2.3.3. Resources and capabilities of the company
5.2.3.4. Competing products
5.2.3.5. Market shares of competing products, their growth rates, and profitability levels
5.2.3.6. Competitors’ marketing strategies

Competitors’ target markets, Positioning and differentiations, Customer value


5.2.3.7. Competitors’ product strategies

Product attributes, Branding, Packaging, and Labeling


5.2.3.8. Competitor pricing strategies

Pricing objectives, Pricing strategies and methods, Different prices, Consumer attitude
towards competitors’ prices, Channel attitude towards competitors’ prices
5.2.3.9. Competitor channel strategies

Channel objectives, Competitors’ channel strategy and networks, Relationships with


channels, Strengths of channel members, Consumers attitudes/ preferences towards channels
5.2.3.10. Competitor communication strategies

Communication objectives, Communication messages, Communication budgets and methods


of allocation, Communication mix of competitors, Successes and failures of promotional
campaigns
5.2.3.11. Key findings/ insights of the competitor analysis

5.2.4. Company’s competitive strategies and competitive advantages over competitors

5.3. Suppliers

Identifying and evaluating potential suppliers to the company

5.4. Marketing channels and logistics

Identifying the suitable marketing channels and their arrangements, conditions, Issues
associated with developing channels and logistics for the product

6. Strengths, Weaknesses, Opportunities, and Threats Analysis

6.1. Strengths and capabilities


6.2. Weaknesses
6.3. Opportunities
6.4. Threats

7. Marketing Strategy

7.1. Market segmentation


7.1.1. Possible segmentation variables
7.1.2. Segmenting the market
7.1.3. Evaluating market segments
7.1.3.1. Segment size and growth - Demand, sales, growth rates, expected profitability
7.1.3.2. Segment structural attractiveness - Competitors, substitute products, power of buyers,
power of suppliers
7.1.3.3. Company objectives and resources - Long-run objectives, skills, resources
7.1.4. Identifying market segment/s to target

7.2. Target market/s


7.2.1. Brief overview of the target market/s selected
7.2.2. Profile of the each target consumer

7.3. Positioning
7.3.1. Positioning strategy
7.3.2. Differentiation, Competitive advantages, and Customer value
7.3.3. Positioning statement

7.4. Product strategy


7.4.1. Overview of the physical product
7.4.2. Product attributes
7.4.2.1. Product characteristics, ingredients
7.4.2.2. Quality
7.4.2.3. Features
7.4.2.4. Style, and design
7.4.3. Branding (Brand elements)
7.4.4. Packaging
7.4.5. Labeling
7.4.6. Product line

7.5. Pricing strategy


7.5.1. Customer price perception
7.5.2. Pricing objectives
7.5.3. Pricing strategies
7.5.4. Methods of calculating the final price
7.5.5. Suggested price

7.6. Distribution strategy


7.6.1. Consumer needs
7.6.2. Channel objectives
7.6.3. Channel strategy and network

7.7. Communication strategy


7.7.1. Communication objectives
7.7.2. Communication message
7.7.3. Communication channels (Promotional mix)
7.7.4. Communication mix strategies (Push versus Pull)

8. Action Programmes

How marketing strategies will be turned into specific action programmes; what will be done,
when will it be done, who will do it, how much will it cost

9. Financial Projections

Projected profit and loss statement and other relevant financial projections.

10. Controls

Controls that will be used to monitor progress and review implementation results. Measures
of return on marketing investments.

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