The document provides an overview of key components to include in a marketing plan, such as market and product definitions, competition analysis, positioning, communication strategies, launch plans, pricing, distribution, and a 12-month schedule. It also outlines different marketing strategies like single market, multi market, total market strategies as well as strategies based on market dominance including leader, challenger, follower, and nicher.

1. MARKETING PLANMARKETING PLAN
Applicable into the Tourism Indsutry

2. DefinitionDefinition
A marketing plan is a comprehensive blueprint which
outlines an organization's overall marketing efforts.
The marketing plan can function from two points: strategy
and tactics (P. Kotler, K.L. Keller). In most organizations,
"strategic planning" is an annual process, typically
covering just the year ahead. Occasionally, a few
organizations may look at a practical plan which stretches
three or more years ahead.

3. Marketing planning aimsMarketing planning aims
Behind the corporate objectives, which in themselves
offer the main context for the marketing plan, will lie
the "corporate mission," in turn provides the context
for these corporate objectives. In a sales-oriented
organization, the marketing planning function designs
incentive pay plans to not only motivate and reward
frontline staff fairly but also to align marketing
activities with corporate mission. The marketing plan
basically aims to make the business provide the
solution with the awareness with the expected
customers.

4. Marketing planning aimsMarketing planning aims
This "corporate mission" can be thought of as a
definition of what the organization is, or what it does:
"Our business is ...". This definition should not be too
narrow, or it will constrict the development of the
organization; a too rigorous concentration on the view
that "We are in the business of making meat-scales,"
as IBM was during the early 1900s, might have limited
its subsequent development into other areas. On the
other hand, it should not be too wide or it will become
meaningless; "We want to make a profit" is not too
helpful in developing specific plans.

5. Detailed plansDetailed plans
The most important element is, the detailed plans, which spell out
exactly what programs and individual activities will carry at the period
of the plan (usually over the next year). Without these activities the
plan cannot be monitored. These plans must therefore be:

6. ContentContent
Marketing plan for a small business typically includes Small
Business Administration Description of competitors,
including the level of demand for the product or service and
the strengths and weaknesses of competitors
Description of the product or service, including special
features
Marketing budget, including the advertising and
promotional plan
Description of the business location,
including advantages and disadvantages
for marketing
Pricing strategy
Market Segmentation

7. Market SummaryMarket Summary
 Market: Past, present, and future
 Review changes in market share, leadership,
players, market shifts, costs, pricing, and
competition

8. Product DefinitionProduct Definition
 Describe the product or service being
marketed

9. CompetitionCompetition
 The competitive landscape
 Provide an overview of product competitors, and
their strengths and weaknesses
 Position each competitor’s product against the
new product

10. PositioningPositioning
 Positioning of product or service
 Statement that distinctly defines the product in its
market and against its competition over time
 Consumer promise
 Statement summarizing the benefit of the product
or service to the consumer

11. Communication StrategiesCommunication Strategies
 Messaging by audience
 Target consumer demographics

12. Launch StrategiesLaunch Strategies
 Launch plan
 If product is being
announced
 Promotion budget

13. Public RelationsPublic Relations
 Strategy and execution
 PR strategies
 PR plan highlights
 Have backup PR plan including editorial
calendars, speaking engagements, conference
schedules, etc.

14. AdvertisingAdvertising
 Strategy and execution
 Overview of strategy
 Overview of media and timing
 Overview of ad spending

15. Other PromotionOther Promotion
 Direct marketing
 Overview of strategy, vehicles, and timing
 Overview of response targets, goals, and budget
 Third-party marketing
 Co-marketing arrangements with other
companies
 Marketing programs
 Other promotional programs

16. PricingPricing
 Pricing
 Summarize specific pricing or pricing strategies
 Compare to similar products
 Policies
 Summarize policy relevant to understanding key
pricing issues

17. DistributionDistribution
 Distribution strategy
 Channels of distribution
 Summarize channels of distribution
 Distribution by channel
 Show plan of what percent share of
distribution will be contributed by each channel
– a pie chart might be helpful

18. Marketing StrategiesMarketing Strategies

19. Single Market StrategySingle Market Strategy
 Concentration of effort in a single segment
 Avoid Competition with establish firm
 Serve the Market heartedly despite initial
difficulties

20. Multi Market StrategyMulti Market Strategy
 Serving several markets
 Careful selection of segments to sell
 Avoid Confrontations with companies serving
entire markets

21. Total StrategyTotal Strategy
 Selling the entire spectrum of the market by
selling differentiated products fo different
segments in the market.
 Top maganement commitment to embrace
entire market
 Strong financial position

22. ScheduleSchedule
 12-month schedule highlights
 Timing
 Isolate timing dependencies critical to success

23. Strategies makerStrategies maker
 Strategies based on market dominance - In
this scheme, firms are classified based on
their market share or dominance of an
industry. Typically there are four types of
market dominance strategies:
 Leader
 Challenger
 Follower
 Nicher