What does a marketing plan include

1. What does a
Marketing Plan
include?

2. A marketing plan is a
written document that summarizes
what the marketer has learned
about the marketplace.
“
”

3. A marketing plan is a
written document that summarizes
what the marketer has learned
about the marketplace.
“
”
Most marketing plans run from 5to 50pages.

4. A marketing plan
usually includes the following…

5. Executive Summary
and table of contents

6. Executive Summary
and table of contents
Table of contents at the beginning. Brief summary
of main goals and recommendations.

7. Situation
Analysis

8. Situation
Analysis
Relevant background data on sales, costs, the
market, how big is it and how fast is it growing?

9. Marketing
Strategy

10. Marketing
Strategy
Includes the mission, marketing and financial
objectives, and needs the market offering is
intended to satisfy and its competitive positioning

11. Financial
Projections

12. Financial
Projections
Includes a sales forecast, an expense forecast and a
break-even analysis.

13. Financial
Projections
A more complex method of estimating profit is risk
analysis.

14. Implementation
Controls
Outlines the controls for monitoring and adjusting
implementation of the plan.

15. Thank You

16. Created by Prasid Mitra,
Jadavpur University
During an internship by
Prof Sameer Mathur, IIM Lucknow.
www.iiminternship.com