Mmi marketing 4


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Mmi marketing 4

  1. 1. Develop Marketing Plan Chapter IV
  2. 2. Marketing Plan <ul><li>Marketing Plan details the actions necessary to achieve one or more marketing objectives </li></ul><ul><li>A comprehensive marketing plan can be a vital component to any business plan </li></ul>
  3. 3. Classes of Marketing Plans (1) Marketing Plan for Brand Each brand manager must develop a marketing plans for represented brands. Marketing Plan for Product Category After marketing plans for brands are finalized and accepted, product category managers develop more general marketing plans – for category of products, plans that include brands marketing plans. Marketing Plan for New Products Each new launched product/brand need a detailed plan that includes the new product definition, market-tests, launching campaign, etc.
  4. 4. Classes of Marketing Plans (2) Marketing Plan for Market Segments If the product/brand is addressing to different market segments it should be developed a marketing plan for each of these segments. Marketing Plan for Geographic Area It is essential to develop marketing plans for each country, region, city, and even neighbourhood. Marketing Plan for Customers Account managers will develop separate marketing plans for each high value customer.
  5. 5. Marketing Plan Outline <ul><li>Executive Summary </li></ul><ul><li>Situation Analysis </li></ul><ul><li>Market Segmentation </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Marketing Action Plan </li></ul><ul><li>Budget </li></ul><ul><li>Procedures for Marketing Control Process </li></ul>