marketing plan
DESCRIPTION
OFFICE READING MARKETINGTRANSCRIPT
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Marketing Plan
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Marketing Plan Executive Summary
Marketing Objectives What image does your product have in the eyes of the consumer? What marketing channels will you use to offer your product? How will your current customers react to a new product offering?
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Products or Services
Describe products, product lines, and auxiliary services Is the product a good, a service, or more commonly, a combination of the two? What are the product’s benefits?
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Resources Needed
Technological, financial and human resources needed to execute plan Costs associated with these resources Who is responsible for covering these
costs?
Resources in place or will they be obtained?
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Projected Outcomes
Briefly describe the projected outcomes of marketing efforts Payback period? ROI? When will proposed e-marketing plan
produce a profit? Short term and the long term
objectives?
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Company Description
Overview of the companyOverview of the product linesOverview of the overall marketing strategy
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Strategic Focus and Plan
Mission/VisionGoalsCore Competency
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Situation Analysis: Internal Factors
Strengths and Weaknesses:ManagementOfferings MarketingPersonnelFinanceEtc.
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Situation Analysis: External Factors
Opportunities and ThreatsConsumer/SocialCompetitiveTechnologicalEconomicRegulatory
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Situation Analysis: Other
Industry Analysis Competitor AnalysisCompany AnalysisCustomer Analysis
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Market – Product Focus
Marketing and Product Objectives Target MarketsPoints of DifferencePositioning
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Branding Concepts/Objectives
How to create a brand imageHow to maintain a brand imageHow to be distinct from the other businesses/products
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Creating a Brand Image
Brand image that is consistent with what is delivered.Uniqueness of product offering that can be used in branding.Product differentiation in eyes of the consumer.
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Maintaining Brand Image/Branding Concerns
How brand will be maintained. How to keep your brand “fresh” in the eyes of the consumer.How to consistently maintain your brand image.
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Target Market and Profile
Demographics Psychographics
Geo-demographics Usage and Usage Rate
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Demographics
Customer Demographics Income Occupation(s) Gender Age?
Specific and relevant demographic variables that describe target customer
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Geo-demographics
Geo-demographics of customer base Areas of the country/world where
these customers are more likely to exist (i.e., Northeast U.S. suburbanites)?
Geographic areas that are more responsive to marketing efforts than others?
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Psychographics
Psychographics of customers Customers’ favorite activities,
interests, and opinions (AIO)?
Psychological profile or profiles
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Usage and Usage Rate
How often customer uses product or service How often can they be expected to use product or service? Are there different usage rate segments? Are there other possible uses for product or service?
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Marketing Program
Product Strategy Price StrategyPromotion StrategyPlace Strategy
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Product Strategy
Product ClassCurrent Stage of the Product Life CycleCore & Augmented ProductSupporting services neededWarranty
BrandingPackagingCultural sensitivity of productFit with product line
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Price Strategy
Nature of demand Demand/Cost analysisMarkup chain in channelPrice flexibilityPrice levelsAdjustments to list price
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Promotion Strategy
Promotion ObjectivesMajor messages/themes for IMCPromotional BlendMix of push and pull requiredWho will do the work?
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Place Strategy
Objectives (degree of market exposure)Types of channelsValue chain coordination neededTransportation requirementsInventory/Product handling requirementsFacilities requiredReverse channels (optional)
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Distribution Strategies
Intermediary Type Number of Trade Intermediaries
Number of Channels Used
Degree of Channel Integration
Intermediary Functions and Responsibilities
Channel Management
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Intermediary Type
Direct to customerTraditional retail format customized for the webVirtual shopping mallsInternet exchanges
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Number of Trade Intermediaries
Exclusive distributionSelective distributionIntensive distribution
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Number of Channels Used
How many distribution channels?What types?
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Degree of Channel Integration
What degree will distribution channels be integrated? Are they discrete? What synergies may be realized through channel integration?
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Intermediary Functions and Responsibilities
Define intermediary functions and responsibilities. What intermediaries to do? What are
their boundaries? How to make certain that
intermediaries have clearly defined roles and boundaries?
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Channel Management
How to plan to manage channel conflict? Will roles and boundaries be defined by contract?
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Data and Projections
Sales Forecasting Method UsedSales dataCostsFinancial projections (pro forma)Financial Information Systems needs
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Sales Forecast Summary
For the next fiscal yearSales by quarterSales by monthAssumptions Growth rates or market share
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Marketing Budgets
Budgeting Limitations and Assumptions The budgeted amount for launching
and supporting marketing plan Budgeted needed to execute the plan Who will provide the funding? Are there budget assumptions that
have an impact on the execution of the plan (i.e., benchmarks, drop-dead dates, etc.)?
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Organization
Use an organizational chart to illustrate how the company is currently organized and the formal chain of command More elaborate plans show the positions to be added as the firm growsAppendix A: Biographical sketches of key personnel
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Implementation Plan
People requiredManufacturing, financial and other resources neededTiming Specific sequence of activities and
events
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Evaluation and Control
Describe how you will monitor and control the marketing plan once you begin to receive feedbackThe essence of evaluation and control is comparing actual sales with targeted values set in the plan and taking appropriate actions