The marketing plan ppt @ bec doms bagalkot mba

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The marketing plan ppt @ bec doms bagalkot mba

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The marketing plan ppt @ bec doms bagalkot mba

  1. 1. The Marketing Plan
  2. 2. Marketing ProcessConsists of: Analyzing Marketing Opportunities Researching and Selecting Target Markets Designing Marketing Strategies Planning Marketing Programs Implementing & Controlling the Program
  3. 3. Marketing Planning Marketing Plan directs the marketing efforts of the firm.  Assembles pertinent facts about organization, the markets it serves, its products/services, customers and competition.  Forces department and functional managers to work together.  Sets goals, objectives within time periods.
  4. 4. Contents of Marketing Plan Executive Summary and Table of Contents Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections or Projected P & L’s
  5. 5. Contents of Marketing Plan Executive Summary and Table of Contents  Permits senior management to grasp major thrust.  Briefly states contents of the whole plan.  Main goals and recommendations.
  6. 6. Contents of Marketing Plan Current Marketing Situation  Relevant background/facts on firm, sales, costs, the market, profits, history, growth, products, services, channels/ distribution, share of market, and competitors.  SWOT Analysis  Trends & Macro Environment
  7. 7. Contents of Marketing Plan Opportunity and Issue Analysis  Major issues facing products and sales  Review of Key Issues & Opportunities in SWOT Analysis Strengths Weaknesses Opportunities Threats
  8. 8. Contents of Marketing Plan Marketing Objectives  Financial and Marketing Goals, by Sales Volume Market Share Profit Pricing Distribution objectives.  Increase / Achieve Generate / Reach
  9. 9. Contents of Marketing PlanObjectives vs. Strategies Goal or Objective: NY or San Francisco Strategy: Air? Car? Truck? Train? Walk? Or Bike?
  10. 10. Objectives vs. Strategies  Objective: San Francisco  Strategy: Bike  Tactic: 3-Speed
  11. 11. Contents of Marketing Plan Marketing Strategies  Select Target Segments  Marketing Mix --- 4P’s  Positioning  Distribution Strategies  The Game Plan
  12. 12. Contents of Marketing Plan Action Plan or Program  Specific product, promotional, pricing, and distribution tactics / activities.  Includes timing and calendar
  13. 13. Contents of Marketing Plan Financial Projections (Projected Profit and Loss)  Builds a supporting budget  Forecasted sales volume  Average price and expenses Implementation & Controls  Monitoring planning and reviewing results.
  14. 14. Contents of Marketing Plan Executive Summary and Table of Contents Current Marketing Situation Opportunity & Issue Analysis Marketing Objectives Marketing Strategies Action Programs Financial Projections or Projected P & L’s

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