describes the steps of preparation of marketing plan

1. PREPARATION OF
MARKETING PLAN

2. WHAT IS MARKETING PLAN
?
A marketing plan is a comprehensive
document or blue print that outlines a
business advertising and marketing efforts for
the coming year.
It sounds like a document that details
everything you need to know in order to
successfully promote your business
`

3. 1. MARKET RESEARCH
2. MARKET SEGMENTATION
3. MARKET TARGETING
4. MARKET POSITIONING
5. DEVELOPING MARKETING STRATEGIES
(4P’S)
6. BUDGETING THE PLAN
7. IMPLEMENTING, MONITORING &
REVIEWING THE PLAN
8. EXECUTIVE PLAN SUMMARY
`

4. MARKET RESEARCH:
Market research refers to a systematic collection,
analysis and interpretation of data and information to
make marketing decisions like-
•Whether to enter a market or not?
•What kind of discounts will be attractive to customer?
 INFORMATION LIKE-
•Consumer Satisfaction
•Price and sensitivity
•Growth rate of the market

5. MARKET SEGMENTATION:
It is the process of dividing the market into
groups of people with similar characteristics or
Behavior .
Market can be segmented along the following
variables-
•Demographic-age ,income , education
•Psycho-lifestyle , personality
•Geographic- north, east, west, south
•Behavioral-usage rate, loyalty, occasion

6. MARKET TARGETING
It is the process of evaluating different
segments and identifying the number and type
of segment a company wants to target. It
consists of 2 steps-
1) MARKET EVALUTION
2) TARGET MARKET SELECTION

7. •MARKET EVALUATION
It involves the following tasks:
•Assessment of size of each market
•Assessment of segment growth
•Competitive strengths and weakness

8. •TARGET MARKET
SELECTION
It involves the selection of the targeting
Strategy for the company. One of the
following strategies are
1.Single segment
2.Selective specialization
3.Product specialization
4.Market specialization

9. MARKET POSITIONING
It’s the act of positioning the product in such a
way that it appears attractive to the customer.
The following variables must be considered
before positioning the product
• Image company wants to project?
•Competitors project themselves?
•Type of product?
•Pricing of product?
•Packaging of product?

10. DEVELOPING
MARKETING MIX
STRATEGIES
It’s the task of preparing product ,price,
place & promotion strategies for a
business

11. • PRODUCT MIX
A product may be physical goods, service,
Events , experiences, place. There are five
Levels of product:
•Core benefit
•Basic product
•Expected product
•Augmented product

12. •PRICE MIX
It is based on –
• competitors product/services
•Cost of product/services
•Demand of the product
•Availability of raw material
• overall marketing objectives of the company

13. •PLACE MIX
It is the process through which the good are
delivered to the final customer. Different
distribution channels or networks are
developed by and between market
intermediaries called channel level to transport.

14. •PROMOTIONAL MIX
It’s the process of educating customers through
Various forms of media about product utility,
Product quality, and product price.
Some of the promotional tools :
•Advertising
•Direct marketing
•Sales promotion
•Public relation

15. BUDGETING THE
MARKETING STRATEGIES
An effective marketing plan must be
considered all the cost involved in
implementation of feasibility studies and
market plan.
•Cost of market research
•Cost of new product
•Cost of sales, promotion& distribution

16. IMPLEMENTING,
MONITORING &REVIEWING
THE MARKETING PLAN
After implementing the marketing
strategies, performances standards or
benchmarks must be set in order to
evaluate the market plan against expected
results.

17. MONITORING INVOLVES
CONSTANT ANALYSIS OF THE
FOLLOWING
•Market share data
•Sales figure
•Consumer feedback
•Employees feedback
•Feedback from retailers

18. EXECUTIVE SUMMARY
The last step is to summarize the entire marketing
plan

19. THANK YOU