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Marketing plan template - Dr Yahya Alavi برنامه بازاریابی دکتر یحیی علوی

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Marketing plan template - Dr Yahya Alavi
برنامه بازاریابی دکتر یحیی علوی

Published in: Marketing
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Marketing plan template - Dr Yahya Alavi برنامه بازاریابی دکتر یحیی علوی

  1. 1. ©2016 Dr Yahya Alavi Marketing Plan -template- Dr Yahya Alavi - PhD www.alavi.ac
  2. 2. ©2016 Dr Yahya Alavi 1.Executive Summary i. Business definition 
 ii. Scope 
 iii. Goals 
 iv. Strategies 
 v. Budget 

  3. 3. ©2016 Dr Yahya Alavi 2.Situation Analysis i. Competitive Analysis 
 • Matrix ii. Company Analysis 
 • Strengths • Weaknesses iii. Product Analysis •Feature-benefit ladder iv. Customer Analysis • Importance ratings
& Perception ratings • Buying process v. Market Analysis 
 • Opportunity by customer type
  4. 4. ©2016 Dr Yahya Alavi 3. Strategy i. Segmentation • Demographic • Geographic
 • Behavioral
 • Psychographic ii. Targeting • Opportunity by segment iii. Positioning • Five-box chart 
 • Reasons to believe (RTBs) 
 iv. Goals
 • Specific • Measurable • Attainable • Relevant • Time bound
  5. 5. ©2016 Dr Yahya Alavi 4. Tactics
 i. Products and Services •Features
 •Performance •Design 
 •Customer experience 
 ii. Pricing • Value analysis • Recommended prices 
 iii. Price Communication 
 • Who
• What • Why
• When • Where 

  6. 6. ©2016 Dr Yahya Alavi iv. Promotion • Objectives 
 ØBasic awareness
 ØTop-of-mind awareness ØInformation awareness ØImage awareness ØBehavioral awareness 
 • Media 
 ØChannel
 ØFrequency 
 v. Social Media • Listen • Join • Shape vi. Channel • Length • Breadth • Depth
  7. 7. ©2016 Dr Yahya Alavi vii. Financials • Revenue projections 
 • Budget 
 5. Implementation 
 i. Timing and Responsibility 6. Measurement i. Key performance indicators 
 ii. Breakeven analysis 
 iii. Customer lifetime value analysis 


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