This is a brief guide of strategic marketing plan for assignments.

1. Upeksha Bandara
How to do a strategic marketing plan
for assignments

2. Contents Executive Summary
 Company Overview
 Situational Analysis
Existing product Mix
Market size and segment growth, Market Share
Michal Porters’ 5Force Analysis
Competitor Analysis
Consumer Analysis
 PESTEL & SWOT Analysis
 Marketing Objectives
 Segmentation, Targeting Positioning
GE Matrix, Positioning Map, Positioning Statement
Strategic Direction and Strategy for growth; Ansoff Matrix
 Marketing Mix Strategy
 Innovation Plan
 Marketing Budget
 P&L
 References
 Conclusion

3. Company Overview
• Introduction
• KPIs
• Vision
• Mission

4. • Existing product Mix
Situational Analysis
Total Market Share %,
Market Value
Product 1 Product 2
Poduct
3
Product
4
Product
5
Product
6
• Market size and segment growth
• Market share by volume
• Market share by value
Economy
Mid
Range
premium

5. Michal Porters’ 5Force Analysis
Bargaining
Power of
Customers – High
Large number of
customers. No
switching cost.
Several buyer
choices.
Threat of
Substitutes -
Moderate
Few substitutes but
relatively strong
hold
Bargaining Power
of Suppliers – Low
Low cost of
switching suppliers.
High competition
among suppliers.
Threat of New
Entrance – Low
High capital
requirement for
mass production.
Strong brand name
& distribution
network required.
Existing Rivalry –
High
Many competitors

6. Competitor Analysis
• Product portfolio of different Brands
• Volume by category
• Volume by brand
• Market share by brand
• Price points of different brands

7. Consumer Analysis
• Sources of awareness; TV, magazines, dealers, newspaper, radio
• Brand decision making ; Influenced by spouse, advertising, ect.
• Factors consider; price, safety, taste, ect.
• Consumer value proposition
0
5
10
15
20
25
30
35
40
Price
Service
DurabilityPerformance
Style
Consumer Analysis

8. PESTEL Analysis SWOT Analysis
Opened opportunities are
the most vital, if you don’t
target the opportunities
your competitor will do.
Drivers Impact
Political Moderate
Economical Negative
Social Positive
Technological Positive
Environmental Positive
Legal Negative
Strengths Weaknesses
Opportunities Threats

9. Strategy - STP
Geographic segmentation
Geo-Demographic segmentation
Demographic segmentation
Behavioural segmentation
Psychographic segmentation
Segmenting Targeting Positioning
Segment Geographic Demographic Behavioural
Region ect,. Age ect. User status ect.
S1
S2
S3
S4
S5
ect.

10. GE Matrix
S1,S2,S3 S6,S7,S8 S14,S15
S4,S5 S11,S12 S13
S9,S10 S16,S17 S18,S19,S20
SegmentAttractiveness
Business Strength
High Medium Low
LowMediumHigh
should focus to
serve target
segments

11. Positioning ; Positioning Map & Positioning statement for your brand/Product
Low Quality High Quality
High Price
Low Price
Your brand/Product
Positioning Map

12. Strategy for growth
• Ansoff matrix
Existing Products New Products
Existing Markets Market penetration Product Development
New Markets Market Development Diversification
Strategic Direction and Strategy for growth
Strategic Direction – mass player , nish player

13. Strategic Direction and Strategy for growth
Unique selling proposition
Marketing Mix Strategy
• CCDVTP
C - “Create value” is all about product management
C - “Communicate value” is all about brand management
D - “Deliver value”, which is customer management
V - should provide value to their target market, should provide a unique value proposition
T - should Target the correct Market
P - All the above should done at a Profit to the company
Product development strategies/Marketing mix Strategies
4Ps/7Ps

14. Execution plan
Marketing Budget
Review and Control and KPIs
Projected P&L

15. Innovation Plan
Activity Y1 Y2
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Launch product 1
Launch product 2
Sponsoring
Sampling
ect.

16. Marketing Budget
Cost Elements Y1 (Rs. 000) Y2 (Rs. 000)
Promotional Activities
Brand Incentives
Seasonal tie ups
Sampling
Sponsoring
Event Launch
Total Consumer Promotional Expenses
Advertising -Press
Advertising –Newspaper and Radio
Advertising -TV
Advertising-Social Media
Total Advertising Expense
New Product Implementation
Packaging
Display Units & POSM
Market Research
Total Other Expenses
Total Marketing Expense
Marketing Expense to Revenue Ratio
Revenue (Rs. 000)

17. Projected P&L
Base Year
Y1
Rs. (000)
Y2
Rs. (000)
Total Revenue
Cost of sales
Gross profit xxx xxx xxxx
Gross Profit Margin % % % %
Marketing Expense
Trade Expense
Overheads
Total Operating Expense xx xx xx
Profit before tax xx xx xxx
Tax
Net Profit xx xx xxx
Net Profit Margin% % % %