Rainbow Marketing Plan Draft – September 2008

The Challenge

Aims of developing the strategy;

Brief description of product to be marketed

Associated goals, such as sales figures and strategic goals

Conclusion of the plan

Where are we?

Who are we?

What’s the situation?

The Situation

COMPANY

Company resources

• financial

• people

• time

• skills

Objectives

• mission statement and

vision statement

• corporate objectives

• financial objective

• marketing objectives

• long term objectives

•description of the basic

business philosophy

Corporate culture

MACROENVIROMENT

•Political and legal

•Economic

•Social and cultural

•Technological

CONSUMER

•Nature of the buying decision

•Participants

•Demographics

•Psychographics

•Decision process

•Buyer motivation and

expectations

•Loyalty segments

MARKET

•Market definition

(characteristics)

•Market size

•Industry structure and

strategic groupings

•Competition and market

share

•Competitors

•Market trends

•Market segmentation

SWOT

•internal Strengths

•internal Weaknesses

•external Opportunities

•external Threats

Information requirements

Research methodology

Research results

The Question

PRODUCT

•Product mix •Product strengths and weaknesses •Perceptual mapping •Product life cycle management•Brand name, brand image, and brand equity •B.C.G. Analysis

PRICE

•Pricing objectives •Pricing method •Pricing strategy •Discounts and allowances •Price elasticity and customer sensitivity

PLACEMENT

•Geographical coverage •Distribution channels•Motivating the channel•Locations•Logistics

PROMOTION

•Promotional goals•Promotion mix

The Strategy

The Rules

Controls & Evaluation

Budget Determination

Action Plans

Sales&Promotion

Advertising

Public Relations

Personal Selling

Mass Media Alternative

Media

CRM

Direct Marketing

The Action

The Winner