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

1. ©2016 Dr Yahya Alavi
Marketing Plan
-template-
Dr Yahya Alavi - PhD
www.alavi.ac

2. ©2016 Dr Yahya Alavi
1.Executive Summary
i. Business definition
ii. Scope
iii. Goals
iv. Strategies
v. Budget

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. ©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

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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. ©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

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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