The document outlines the key components and purpose of an effective marketing plan. It discusses that a marketing plan 1) acts as a common roadmap, 2) identifies needed changes through analysis, and 3) serves as a performance evaluation and financial commitment. All effective plans contain an analysis of influences, objectives formulation, and strategies/tactics to achieve objectives. Objectives should be results-oriented, measurable, realistic, challenging, affordable, timely, and profitable. The plan also provides examples of sections that should be included like executive summary, situation analysis, strategies, and action plan.

1. Marketing Plan
 Planning is deciding in the present what to do in
the future. It comprises both the determination
of a desired future and the steps necessary to
bring it about. It is the process whereby
companies reconcile their resources with their
objectives and opportunities’’ Philip Kotler

2. Marketing Plan
 The product marketing plan is very important
because it is:
 A common road map for everyone to follow
 A process for identifying and justifying needed
change
 A reference document for use during the
planning period
 A performance evaluation and a financial
commitment

3. Marketing Plan
 All product marketing plans have three building
blocks:
1. Analysis of all the forces and trends that can
influence sales and profitability involving primary
and secondary marketing research
2. Formulation of realistic objectives
3. Determination of strategies, tactics and budgets
needed to achieve objectives

4. Marketing Plan
 The focal point of planning is the development of
meaningful objectives that should be:
 Results oriented
 Measurable
 Realistic- attainable
 Challenging
 Affordable

5. Marketing Plan
 Timely
 Profitable- long term
 Mutual agreed upon
 Inline with company policies and
directions

6. Marketing Plan
 Some areas of marketing objectives:
 Sales productivity: in money, units and
prescriptions
 Profitability: percentage growth and with a
view on margins
 Market share and rank
 distribution

7. Marketing Plan
 Executive Summary.
 Current Marketing Situation.
 SWSC Analysis
 Brand Objectives.
 Marketing Strategies.
 Tactical or Action Plan
 Contingency Plan.

8. Marketing Plan
 Table of Contents
- Executive Summary (Profit & loss, unit sales, market share
objectives, and major activities).
- Situational Analysis:
- Situational Analysis:
 Market Analysis (macro-environment and company)
 Competition
 Product portfolio
- Product Profile
- Target Indication and Target Audiences
- Positioning
- Forecasting

9. Marketing Plan
o SWOC Analysis
o Marketing Strategies (4P’s, STP)
o Marketing Implementation and control
 Action plan (Sales force cycles, Ad., Training,
surveys, Exhibits)
 Contingency plan and Control Measures
(expected problems, possibilities, early warning
system, actions)
- Appendix

10. Action Plan
Cycle 3
Cycle 2
Cycle 1
Detailing (1’’ , 2’’ ,
3’’)
Samples
Give-away
Symposium
Patient leaflets
Mail
Journal ads

11. Marketing Plan
 A good plan should be:
1. Simple: Language is understandable and concepts are
easy to comprehend
2. Clear: Well organized and well expressed
3. Practical: Realistic and substantial: does not
overemphasize from but concentrates on content
4. Complete: Covers all pertinent factors
5. Strategic: Contains short-term and long-term