Marketing plan outline
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This marketing plan outline provides the essential sections for developing a new marketing strategy, including an executive summary, situation analysis of the company, customers, competitors and market, identification of market segments, consideration of alternative strategies, selection of an integrated marketing mix strategy covering product, price, place and promotion, short and long-term projections, and a conclusion summarizing the plan. The situation analysis examines strengths, weaknesses and opportunities to understand the business environment and inform the marketing strategy. The selected strategy will be implemented through the marketing mix and expected to meet goals in both the short and long term.
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Marketing plan outline
The marketing plan outline includes:
1) An executive summary and situation analysis including goals, strengths/weaknesses, customer/competitor analysis, and a SWOT analysis.
2) Market segmentation by customer types and how to reach each segment.
3) Consideration of alternative strategies before selecting a marketing mix strategy addressing the 4 P's of product, price, place, and promotion.
4) Short and long-term projections of revenues, expenses, and any actions needed to achieve strategic goals.
Market Segmentation
Here are positioning statements for the brands/companies/products:
- Starbucks: Starbucks is positioned as a premium coffeehouse brand that offers a relaxing third place between home and work, with high-quality coffee drinks and food in a warm, community atmosphere.
- Coca-Cola: Coca-Cola is positioned as the original cola brand, with a heritage of refreshing consumers around the world for over 100 years with its signature Coke taste.
- Apple: Apple is positioned as a innovative technology brand for creative professionals and enthusiasts that offers beautifully designed, user-friendly products like the iPhone and MacBook that "just work."
- Nike: Nike is positioned as the leader in high-performance athletic footwear
Business Markets and Business Buyer Behavior
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
Direct Marketing & Personal Selling
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
Strategic brand-management
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's products or services. For buyers, brands can reduce search costs, risks and provide psychological rewards. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness and premium pricing. Effective brand management requires analyzing the market, customers, competitors and brand, tracking brand performance, understanding the product lifecycle, and measuring brand equity. It also discusses developing a brand identity strategy, managing a brand portfolio, leveraging brands through extensions and co-branding, and avoiding the seven deadly sins of brand management.
IMC Plan - Starbucks
The proposed target market is dedicated, overwhelmed post-secondary students aged 16-25 living in urban and suburban areas. They are social, driven individuals who enjoy customizing their Starbucks drinks and using the relaxed café environment to study and socialize with friends up to 4 times per week, making them heavy Starbucks consumers.
Channels of distribution
This document discusses channels of distribution and types of distribution. There are two main types: direct distribution, where the producer sells directly to the consumer, and indirect distribution, which involves one or more intermediaries like wholesalers or retailers. Choosing which channels to use involves considering factors like the market size and type, product characteristics, services provided by middlemen, and the company's resources and desire for control. The document outlines different levels of channels from producer to consumer and potential conflicts that can arise both horizontally and vertically between participants in the channels.
Managing the marketing effort
The document discusses the four key functions of marketing management: analysis, planning, implementation, and control. It also describes various organizational structures companies use for marketing such as functional, geographic, product, and market organizations. Finally, it discusses the importance of measuring return on marketing investment and using tools like marketing audits and dashboards to evaluate marketing performance and ensure objectives are met.
Recommended
Marketing plan outline
The marketing plan outline includes:
1) An executive summary and situation analysis including goals, strengths/weaknesses, customer/competitor analysis, and a SWOT analysis.
2) Market segmentation by customer types and how to reach each segment.
3) Consideration of alternative strategies before selecting a marketing mix strategy addressing the 4 P's of product, price, place, and promotion.
4) Short and long-term projections of revenues, expenses, and any actions needed to achieve strategic goals.
Market Segmentation
Here are positioning statements for the brands/companies/products:
- Starbucks: Starbucks is positioned as a premium coffeehouse brand that offers a relaxing third place between home and work, with high-quality coffee drinks and food in a warm, community atmosphere.
- Coca-Cola: Coca-Cola is positioned as the original cola brand, with a heritage of refreshing consumers around the world for over 100 years with its signature Coke taste.
- Apple: Apple is positioned as a innovative technology brand for creative professionals and enthusiasts that offers beautifully designed, user-friendly products like the iPhone and MacBook that "just work."
- Nike: Nike is positioned as the leader in high-performance athletic footwear
Business Markets and Business Buyer Behavior
The document defines business markets and how they differ from consumer markets. It identifies major factors that influence business buyer behavior such as environmental, organizational, interpersonal, and individual factors. It also lists and defines the typical steps in a business buying decision process which includes problem recognition, need description, specification, supplier search, proposal solicitation, selection, ordering, and performance review. It compares institutional markets which provide goods and services to people in care facilities with low budgets to government markets which require bids and favor domestic suppliers.
Direct Marketing & Personal Selling
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
Strategic brand-management
This document discusses strategic brand management. It defines a brand as a name, symbol or design that identifies a seller's products or services. For buyers, brands can reduce search costs, risks and provide psychological rewards. For sellers, brands can facilitate repeat purchases, new product introductions, promotional effectiveness and premium pricing. Effective brand management requires analyzing the market, customers, competitors and brand, tracking brand performance, understanding the product lifecycle, and measuring brand equity. It also discusses developing a brand identity strategy, managing a brand portfolio, leveraging brands through extensions and co-branding, and avoiding the seven deadly sins of brand management.
IMC Plan - Starbucks
The proposed target market is dedicated, overwhelmed post-secondary students aged 16-25 living in urban and suburban areas. They are social, driven individuals who enjoy customizing their Starbucks drinks and using the relaxed café environment to study and socialize with friends up to 4 times per week, making them heavy Starbucks consumers.
Channels of distribution
This document discusses channels of distribution and types of distribution. There are two main types: direct distribution, where the producer sells directly to the consumer, and indirect distribution, which involves one or more intermediaries like wholesalers or retailers. Choosing which channels to use involves considering factors like the market size and type, product characteristics, services provided by middlemen, and the company's resources and desire for control. The document outlines different levels of channels from producer to consumer and potential conflicts that can arise both horizontally and vertically between participants in the channels.
Managing the marketing effort
The document discusses the four key functions of marketing management: analysis, planning, implementation, and control. It also describes various organizational structures companies use for marketing such as functional, geographic, product, and market organizations. Finally, it discusses the importance of measuring return on marketing investment and using tools like marketing audits and dashboards to evaluate marketing performance and ensure objectives are met.
Channel Positioning
If you want to know what channel positioning is, why it's important and what potential threats there are, this one's for you.
Planning, Sales Forecasting, and Budgeting
To understand strategic planning, its linkage to strategic marketing and marketing management
To know how sales strategy is developed from marketing strategy
To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting
To understand purposes and the process of sales budget
Principles of Marketing - Pricing Strategies- Ch-11
This document provides an overview of various pricing strategies. It discusses market-skimming pricing and market-penetration pricing, which set high and low initial prices respectively. It also covers product mix pricing like optional and two-part pricing. Additional strategies include segmented pricing based on customers, locations, or time periods. Promotional pricing uses tactics like discounts, rebates, or bundles to temporarily lower prices. The document outlines risks and considerations for international, geographical, and dynamic pricing as well. It concludes with a discussion of public policy, ethical issues, and compliance relating to pricing practices.
Brand Decisions
The document discusses various aspects of branding including what a brand is, the brand wheel, brand identity, equity, and decisions companies must make regarding their branding strategies. It defines a brand and explains the six levels of meanings a brand conveys including attributes, benefits, values, culture, personality, and target user. It also discusses brand identity, equity, decisions around branding, brand names, strategies like line extensions, brand extensions, and repositioning.
What buying situations do organizational buyers face
There are three types of buying situations that organizational buyers may face: straight rebuy, modified rebuy, and new task. The type of situation depends on factors like the complexity of the problem being solved, the newness of the equipment being bought, and the number of people and time frame involved. A straight rebuy is a routine order from an approved supplier list. A modified rebuy involves changes to usual requirements, such as quality or time period. A new task is a completely new order being placed for the first time, and it typically passes through stages of awareness, interest, evaluation, trial, and adoption.
Market segmentation
Market segmentation refers to dividing a market into distinct subgroups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. Hindustan Unilever (HUL) segments the market based on demographic, psychographic, and lifestyle factors. Some key segments targeted by HUL include break, impulse, and take-home segments defined by consumer needs and product usage occasions. McDonald's segments markets geographically, tailoring its products, advertising, and operations to local needs and customs in different countries, regions, and neighborhoods.
International sales and distribution
1. The document discusses factors to consider when choosing international markets, such as market size, language/culture, competition, proximity, and political/financial stability.
2. It also covers legal aspects like applicable laws, intellectual property protection, and methods of doing business abroad. Risks include political and commercial/financial risks.
3. Companies may sell internationally to access new markets, take advantage of opportunities abroad, utilize excess capacity, or gain cost advantages over competitors.
Marketing Plan Presentation
The document summarizes information about The Glimmers Ltd., a company that produces juices according to Islamic principles. It outlines the company's objectives to increase market share and product lines. It also discusses the juice market demographics in Lahore and key competitors. A SWOT analysis identifies strengths like updated technology and weaknesses like a small distribution network. The marketing strategy discusses product details, pricing, promotion strategies, and distribution. Budgets are set for promotional activities and controls are outlined.
Branding
All about Branding,Brand Elements,Branding strategy,Brand names,
Branding approaches, 3C of brand positioning,Branding yourself
Strategic Marketing Planning
The document outlines the strategic marketing planning process and key tools. It discusses the 4 phases of planning: 1) goal setting which includes vision, mission and objectives, 2) situation analysis using tools like SWOT, segmentation and market analysis, 3) strategy formation applying models like BCG matrix to develop objectives and strategies, 4) resource allocation and implementation with budgets, metrics and review processes. Examples are provided for an automotive company to illustrate the application of these concepts and tools to develop an effective strategic marketing plan.
The Marketing Plan
The document provides guidance on developing an effective marketing plan. It explains that a marketing plan should include:
1) An analysis of the business situation including details on the target market, competitors, and the company's strengths.
2) Specific marketing goals and objectives along with strategies for products/services, pricing, promotion, and placement.
3) Financial plans with projected income statements, cash flows, and balance sheets to show how the marketing strategies will be funded and be profitable.
4) Metrics for evaluating the marketing plan's performance and making adjustments to keep the business on track to achieve its goals.
IMC PLANNING by Amitabh Mishra
“IMC plan details which marketing communication function and which media are to be used at which time and to what extent”
Global distribution strategies
This document discusses global distribution strategies and channels. It outlines objectives around understanding distribution structures and how they affect international marketing. It then describes the distribution process and various types of middlemen, including agents, merchants, export management companies, trading companies, complementary marketers, and government-affiliated middlemen. The document also discusses selecting and maintaining middlemen based on factors like cost, availability, control, coverage, character, and continuity. It notes current trends like e-commerce and alternatives to traditional channels.
Market Segmentation Techniques And Strategies PowerPoint Presentation Slides
There are many reasons why the market division needs to be done attentively. Well to support you out in establishing this revolutionizing process, here we are proud to present complete market segmentation techniques and strategies PowerPoint presentation slides. Our well-designed market diversification PowerPoint presentation also covers relevant topics like product separation evaluation, customer needs, division layout, targeting and positioning, locating strategies, product placing, competitors positioning, competitive landscape, planned positioning and brand positioning. Furthermore, our STP approach PPT template deck helps to identify the benefits of the targeted area. You can also present these market division PPT slides for related subjects like division layout, locating strategies, positioning strategies, targeting and positioning, marketing terminologies, target audience, etc. So, what you are waiting for? Encourage your audience with our market segmentation techniques and strategies PowerPoint presentation slides. Just click to download this professionally content ready presentation graphics. Back them completely with our Market Segmentation Techniques And Strategies Powerpoint Presentation Slides. Your guidance won't be half hearted
How does distribution add value
Distribution adds value to selling by providing time, place, and possession utility to consumers. A distribution strategy considers factors like customer service levels, distribution objectives, activities, organization, policies, key performance indicators (KPIs), and critical success factors (CSFs). Setting objectives for channel partners and monitoring their performance are important. Distribution channels can be classified as sales, delivery, or service channels depending on their function.
Why & how consumer buy in different cultures
Abraham Maslow's hierarchy of needs theory proposes that people's needs are arranged in a hierarchy from basic physiological needs to more advanced needs for esteem and self-actualization. According to the theory, consumers' purchasing decisions are driven by their desire to fulfill needs at different levels of the hierarchy. Marketers must understand how cultural factors influence which needs dominate in a given society as well as how culture shapes what products are purchased, who makes decisions, and purchasing behaviors. Adapting to local cultural norms is important for international marketing success.
Target market
This document discusses target markets and market segmentation. It defines a target market as the specific group of customers a company aims its products and marketing towards. There are four main types of market segmentation: demographic (such as age, gender, income), geographic, psychographic, and behavioral. The document provides examples of how different industries segment their markets based on these criteria and discusses strategies for targeting multiple market segments.
Consumer Market and Business Market
This document summarizes the key differences between consumer markets and business markets. Consumer markets refer to markets where individuals purchase products for personal use, while business markets involve organizations purchasing goods and services to manufacture other products or provide services. The document outlines characteristics like demographic profiles, decision processes, types of buyers and products that distinguish these two markets. Consumer markets have many geographically dispersed customers making independent choices, while business markets have fewer concentrated customers purchasing in larger volumes through more complex decision cycles.
Designing channel systems
The document discusses the stages in channel planning which includes segmentation, positioning, and focus. It defines segmentation as clustering customers based on their expectations, positioning as defining the channel elements to service each segment, and focus as deciding which segments to address. The document also discusses defining customer needs based on expected service levels, defining channel objectives to support customer service, and considering the cost and alternatives of channel systems.
Identifying and Analyzing competitors
this slide gives you the fundamental about how you identify your competitors in the market and gather information to analyze it.
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To know how sales strategy is developed from marketing strategy
To learn basic terms used in forecasting, forecasting approaches, and methods of sales forecasting
To understand purposes and the process of sales budget
Principles of Marketing - Pricing Strategies- Ch-11
This document provides an overview of various pricing strategies. It discusses market-skimming pricing and market-penetration pricing, which set high and low initial prices respectively. It also covers product mix pricing like optional and two-part pricing. Additional strategies include segmented pricing based on customers, locations, or time periods. Promotional pricing uses tactics like discounts, rebates, or bundles to temporarily lower prices. The document outlines risks and considerations for international, geographical, and dynamic pricing as well. It concludes with a discussion of public policy, ethical issues, and compliance relating to pricing practices.
Brand Decisions
The document discusses various aspects of branding including what a brand is, the brand wheel, brand identity, equity, and decisions companies must make regarding their branding strategies. It defines a brand and explains the six levels of meanings a brand conveys including attributes, benefits, values, culture, personality, and target user. It also discusses brand identity, equity, decisions around branding, brand names, strategies like line extensions, brand extensions, and repositioning.
What buying situations do organizational buyers face
There are three types of buying situations that organizational buyers may face: straight rebuy, modified rebuy, and new task. The type of situation depends on factors like the complexity of the problem being solved, the newness of the equipment being bought, and the number of people and time frame involved. A straight rebuy is a routine order from an approved supplier list. A modified rebuy involves changes to usual requirements, such as quality or time period. A new task is a completely new order being placed for the first time, and it typically passes through stages of awareness, interest, evaluation, trial, and adoption.
Market segmentation
Market segmentation refers to dividing a market into distinct subgroups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. Hindustan Unilever (HUL) segments the market based on demographic, psychographic, and lifestyle factors. Some key segments targeted by HUL include break, impulse, and take-home segments defined by consumer needs and product usage occasions. McDonald's segments markets geographically, tailoring its products, advertising, and operations to local needs and customs in different countries, regions, and neighborhoods.
International sales and distribution
1. The document discusses factors to consider when choosing international markets, such as market size, language/culture, competition, proximity, and political/financial stability.
2. It also covers legal aspects like applicable laws, intellectual property protection, and methods of doing business abroad. Risks include political and commercial/financial risks.
3. Companies may sell internationally to access new markets, take advantage of opportunities abroad, utilize excess capacity, or gain cost advantages over competitors.
Marketing Plan Presentation
The document summarizes information about The Glimmers Ltd., a company that produces juices according to Islamic principles. It outlines the company's objectives to increase market share and product lines. It also discusses the juice market demographics in Lahore and key competitors. A SWOT analysis identifies strengths like updated technology and weaknesses like a small distribution network. The marketing strategy discusses product details, pricing, promotion strategies, and distribution. Budgets are set for promotional activities and controls are outlined.
Branding
All about Branding,Brand Elements,Branding strategy,Brand names,
Branding approaches, 3C of brand positioning,Branding yourself
Strategic Marketing Planning
The document outlines the strategic marketing planning process and key tools. It discusses the 4 phases of planning: 1) goal setting which includes vision, mission and objectives, 2) situation analysis using tools like SWOT, segmentation and market analysis, 3) strategy formation applying models like BCG matrix to develop objectives and strategies, 4) resource allocation and implementation with budgets, metrics and review processes. Examples are provided for an automotive company to illustrate the application of these concepts and tools to develop an effective strategic marketing plan.
The Marketing Plan
The document provides guidance on developing an effective marketing plan. It explains that a marketing plan should include:
1) An analysis of the business situation including details on the target market, competitors, and the company's strengths.
2) Specific marketing goals and objectives along with strategies for products/services, pricing, promotion, and placement.
3) Financial plans with projected income statements, cash flows, and balance sheets to show how the marketing strategies will be funded and be profitable.
4) Metrics for evaluating the marketing plan's performance and making adjustments to keep the business on track to achieve its goals.
IMC PLANNING by Amitabh Mishra
“IMC plan details which marketing communication function and which media are to be used at which time and to what extent”
Global distribution strategies
This document discusses global distribution strategies and channels. It outlines objectives around understanding distribution structures and how they affect international marketing. It then describes the distribution process and various types of middlemen, including agents, merchants, export management companies, trading companies, complementary marketers, and government-affiliated middlemen. The document also discusses selecting and maintaining middlemen based on factors like cost, availability, control, coverage, character, and continuity. It notes current trends like e-commerce and alternatives to traditional channels.
Market Segmentation Techniques And Strategies PowerPoint Presentation Slides
There are many reasons why the market division needs to be done attentively. Well to support you out in establishing this revolutionizing process, here we are proud to present complete market segmentation techniques and strategies PowerPoint presentation slides. Our well-designed market diversification PowerPoint presentation also covers relevant topics like product separation evaluation, customer needs, division layout, targeting and positioning, locating strategies, product placing, competitors positioning, competitive landscape, planned positioning and brand positioning. Furthermore, our STP approach PPT template deck helps to identify the benefits of the targeted area. You can also present these market division PPT slides for related subjects like division layout, locating strategies, positioning strategies, targeting and positioning, marketing terminologies, target audience, etc. So, what you are waiting for? Encourage your audience with our market segmentation techniques and strategies PowerPoint presentation slides. Just click to download this professionally content ready presentation graphics. Back them completely with our Market Segmentation Techniques And Strategies Powerpoint Presentation Slides. Your guidance won't be half hearted
How does distribution add value
Distribution adds value to selling by providing time, place, and possession utility to consumers. A distribution strategy considers factors like customer service levels, distribution objectives, activities, organization, policies, key performance indicators (KPIs), and critical success factors (CSFs). Setting objectives for channel partners and monitoring their performance are important. Distribution channels can be classified as sales, delivery, or service channels depending on their function.
Why & how consumer buy in different cultures
Abraham Maslow's hierarchy of needs theory proposes that people's needs are arranged in a hierarchy from basic physiological needs to more advanced needs for esteem and self-actualization. According to the theory, consumers' purchasing decisions are driven by their desire to fulfill needs at different levels of the hierarchy. Marketers must understand how cultural factors influence which needs dominate in a given society as well as how culture shapes what products are purchased, who makes decisions, and purchasing behaviors. Adapting to local cultural norms is important for international marketing success.
Target market
This document discusses target markets and market segmentation. It defines a target market as the specific group of customers a company aims its products and marketing towards. There are four main types of market segmentation: demographic (such as age, gender, income), geographic, psychographic, and behavioral. The document provides examples of how different industries segment their markets based on these criteria and discusses strategies for targeting multiple market segments.
Consumer Market and Business Market
This document summarizes the key differences between consumer markets and business markets. Consumer markets refer to markets where individuals purchase products for personal use, while business markets involve organizations purchasing goods and services to manufacture other products or provide services. The document outlines characteristics like demographic profiles, decision processes, types of buyers and products that distinguish these two markets. Consumer markets have many geographically dispersed customers making independent choices, while business markets have fewer concentrated customers purchasing in larger volumes through more complex decision cycles.
Designing channel systems
The document discusses the stages in channel planning which includes segmentation, positioning, and focus. It defines segmentation as clustering customers based on their expectations, positioning as defining the channel elements to service each segment, and focus as deciding which segments to address. The document also discusses defining customer needs based on expected service levels, defining channel objectives to support customer service, and considering the cost and alternatives of channel systems.
Identifying and Analyzing competitors
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Similar to Marketing plan outline
MARKETING PLANYour NameMarket Su.docx
MARKETING PLAN
Your Name
*
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Market SummaryMarket: Past, present, and futureReview changes in market share, leadership, players, market shifts, costs, pricing, and competition
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Product DefinitionDescribe the product or service being marketed
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*
CompetitionThe competitive landscapeProvide an overview of product competitors, and their strengths and weaknessesPosition each competitor’s product against the new product
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*
PositioningPositioning of product or serviceStatement 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
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Communication StrategiesMessaging by audienceTarget consumer demographics
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Packaging and FulfillmentProduct packagingDiscuss form factor, pricing, look, and strategyDiscuss fulfillment issues for items not shipped directly with the product
COGs
Summarize cost of goods and high-level bill of materials
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Launch StrategiesLaunch planIf product is being announced
Promotion budget
Supply backup material with detailed budget information for review
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Public RelationsStrategy and executionPR strategiesPR plan highlightsHave backup PR plan including editorial calendars, speaking engagements, conference schedules, etc.
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AdvertisingStrategy and executionOverview of strategyOverview of media and timingOverview of ad spending
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Other PromotionDirect marketingOverview of strategy, vehicles, and timingOverview of response targets, goals, and budget
Third-party marketing
Co-marketing arrangements with other companies
Marketing programs
Other promotional programs
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PricingPricingSummarize specific pricing or pricing strategiesCompare to similar productsPoliciesSummarize policy relevant to understanding key pricing issues
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DistributionDistribution strategyChannels of distributionSummarize channels of distributionDistribution by channelShow plan of what percent share of distribution will be contributed by each channel – a pie chart might be helpful
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Vertical Markets/SegmentsVertical market opportunitiesDiscuss specific market segment opportunitiesAddress distribution strategies for those markets or segmentsAddress use of third-party partner role in distribution to vertical markets
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InternationalInternational distributionAddress distribution strategiesDiscuss issues specific to international distributionInternational pricing strategyLocalization issuesHighlight requirements for local product variations
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Success MetricsFirst year goalsAdditional year goalsMeasures of success/failureRequirements for success
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Schedule18-month schedule highlightsTimingIsolate timing dependencies critical to success
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Assignment 4: Your Marketing Plan
Need to submit full marketing plan from previous assignments 1,2,&3.
Use PowerPoint Presentation for your Week 10 Assig ...
Assessment Resource SummaryUnit DetailsBSBMKG609 D.docx
Assessment Resource Summary
Unit Details
BSBMKG609 Develop a marketing plan
Assessment Type
This is a
summative assessment
, this assessment needs adequate practice prior to undertaking this assessment.
Assessment Methods
Project and PPT
Assessment 2
Task 2 – Project Work and Presentation
Submission Details
The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.
Submit this document with any required evidence attached. See instructions below for details.
Assessment description
This assessment his divided in four (4) sections. This assessment requires you to devise a marketing strategy, plan marketing tactics, prepare the marketing plan and present and adjust the marketing plan.
Procedure
Section 1:
Devise a marketing strategy
Write a report that outlines the marketing strategies required for a marketing plan. You may use the case study scenario in Annex VII to complete the tasks.
Also read:
Marketing Plan for SPAR
1. Evaluate the options for marketing opportunities.
a. Provide a summary of the organisation’s business structure and products/services it provides.
b. Address the organisational objectives.
c. Evaluate the risks and returns in the selection process.
2. Identify the organisation’s strengths and opportunities in line with its current capabilities and resources.
a. Complete a SWOT analysis.
b. Complete a gap analysis.
c. Identify at least two possible alliances, and weigh up the advantages and disadvantages.
3. Develop feasible marketing strategies for the product/service.
a. Identify the strategies for pricing, placement and promotional channels.
b. Describe a marketing mix, such as the people, processes and physical evidence.
c. Identify the target market segmentation.
d. Recommend marketing strategies and explain how they align with the organisation’s strategic direction.
4. Develop a marketing performance review strategy. The strategy must be able to:
a. Measure the organisation’s marketing performance using marketing metrics such as numbers of clicks, conversion rates and return on investment (ROI).
b. Review organisational performance, such as by using progress reports.
Section 2:
Plan marketing tactics
More to read:
PESTL Analysis Assessment Task
5. Write a report that details a tactical plan for implementing each of the marketing strategies you recommended.
a. Develop a coordination and monitoring mechanism for scheduled activities, such as a work schedule or project management application. This includes:
· Detailing a budget for implementing the marketing strategy
· Identifying the people responsible for tasks, including internal and external stakeholders such as suppliers and specialists.
b. Explain how the strategies are achievable in line with the organisation’s objectives, capabilities and budget.
c. Explain how the tactics meet legal and ethical requirements.
d. Identi.
Market segmentation & positioning
Market segmentation involves dividing a market into subgroups with similar characteristics that influence demand. The objectives of market segmentation are to identify attractive marketing opportunities, select target markets, determine product mix, select channels, and develop effective marketing programs. The key steps in market segmentation are identifying segments, developing profiles, evaluating segments, selecting targets, and developing positioning and marketing plans. Target marketing focuses marketing efforts on specific segments likely to purchase products and services.
Marketing plan- NET DOWNLORD
The document provides guidance on how to write an effective marketing plan in 3 stages:
1) Research and planning to understand customers and opportunities.
2) Developing objectives and strategies to exploit opportunities identified in stage 1.
3) Determining actions, measurements, and controls to implement strategies and track success.
The plan should be a written document that provides direction and is referred to throughout the year.
Marketing plan
The document outlines the key components and considerations for developing an effective marketing plan. It discusses conducting an industry and competitor analysis, defining marketing goals and objectives, and developing targeted strategies for the product, price, place, and promotion elements of the marketing mix. The plan should also include an analysis of strengths, weaknesses, opportunities, and threats, and define metrics to evaluate the performance and impact of the marketing strategies.
Chapter 11 ppt 11 market segmentation, targeting and positioning
This document outlines the key concepts of market segmentation, targeting, and positioning. It discusses:
- Segmentation involves classifying customers into groups based on common characteristics. Targeting is evaluating segment attractiveness and selecting segments to enter. Positioning is defining a product's place relative to competitors in consumers' minds.
- Effective segmentation requires segments be measurable, accessible, substantial, differentiable, and actionable.
- Companies first segment markets, then evaluate and select target segments based on size, growth, and structural attractiveness. They choose a market coverage strategy and position products to compete effectively in targeted segments.
New product planning
This document outlines the key components of developing a new product strategy. It discusses analyzing customer needs, generating product ideas, screening ideas, developing a business analysis, product development, creating a marketing strategy, test marketing, and product launch. It also covers evaluating ideas from internal and external sources. Additionally, the document proposes strategic options like establishing objectives, reviewing products, and identifying problems. It provides strategies for improving product performance through the product line, mix, distribution, pricing, sales force, and promotion. Finally, it discusses analyzing the market size, target markets, price elasticity, and sales forecasts when setting objectives.
1 Product Strategy Decisions to use the product strategy
The document discusses product strategy and positioning. It begins by defining a product strategy as outlining a company's strategic vision for its product offerings. A good product strategy should include information about product vision, unique value proposition, target market, and goals. It then discusses elements of a product strategy like defining the target customer, product value proposition, pricing, and distribution. The document also covers types of product strategies, differentiation strategy, segmentation, targeting, and positioning. It emphasizes that a clear product positioning is important to appeal to the target market and drive customer interest and purchase.
Consumer[1]
BMW wants to segment the luxury car market further based on customer usage experience rather than just product attributes. It identified two key customer segments - "The Better Driver" who values driving experience over other luxury features and is willing to pay a premium. BMW aims to differentiate its product, pricing, promotion and place strategies from competitors like Mercedes, Lexus and Infiniti for these targeted segments.
RJ Reynolds analyzed cigarette brand usage patterns in Chicago and found they varied by neighborhood demographics. It segmented the market into high education, blue-collar and African American consumer groups concentrated in different city areas. RJR then allocated its promotion spending accordingly across its brands which each segment preferred like low tar cigarettes in high education areas.
planning , sales forecasting and budgeting
This chapter discusses strategic planning, sales forecasting, and budgeting. It covers key topics like developing sales strategy from marketing strategy, approaches to sales forecasting, common forecasting methods, and the purpose and process of creating a sales budget. Marketing plays an important role in strategic planning by providing customer insights and developing competitive advantages. Sales forecasts can be created using qualitative methods like executive opinions or quantitative methods like regression analysis. The sales budget estimates sales volumes and expenses to help with planning, coordination, and control.
04 marketingsegmentationtargetingandpositioning-110403205125-phpapp02
1. The STP process involves segmenting customers, targeting specific segments to focus on, and positioning products to occupy a clear place in consumers' minds relative to competitors.
2. Segmentation involves classifying customers into groups based on common characteristics. Targeting selects which segments to enter based on attractiveness. Positioning arranges the product to have a distinctive place in consumers' minds.
3. Effective segmentation requires segments be measurable, accessible, substantial, differential, and actionable. Companies then select targets, develop positioning for each, and create customized marketing mixes.
The Marketing Plan
The document provides guidance on developing a marketing plan for a new business venture. It discusses conducting an industry and competitor analysis, defining the target market through segmentation, establishing goals and objectives, and developing marketing strategies around product, price, placement, and promotion. The marketing plan should then be implemented, monitored, and adjusted as needed based on results.
Chapter 3 - Markets and Competitive Space
This chapter discusses analyzing markets and competitive spaces. It covers defining market and product boundaries, describing end users and their buying behaviors, evaluating competitors, and developing a strategic vision of future market changes. Key points include the importance of monitoring markets continuously for opportunities and threats, understanding how customer needs and industry structures can shift, and anticipating competitors' actions and how market sizes may evolve over time.
Brand mgmt positioning
The document outlines the steps in market segmentation, targeting, and positioning. It discusses 1) identifying bases for segmenting the market through demographic, psychographic, and behavioral variables, 2) developing segment profiles and measuring segment attractiveness to select target segments, and 3) developing positioning and marketing mixes tailored for each target segment.
International marketing process
The international marketing process involves 4 key steps:
1) Conducting a thorough situation analysis to identify customer needs and opportunities.
2) Developing a marketing strategy to target specific customer segments and position offerings.
3) Making tactical marketing mix decisions around product, price, place, and promotion.
4) Implementing and monitoring the marketing plan, making adjustments based on results.
DOC-20230622-WA0004..pptx
This document discusses new product development and market segmentation. It begins by defining new product development as the process of bringing a new product to market, which typically involves idea generation, screening, concept development, marketing strategy development, business analysis, product development, test marketing, product launch, and evaluation. It then discusses market segmentation as breaking customers into groups with similar characteristics to better target products. There are four main types of segmentation: behavioral, geographic, psychographic, and demographic. The document concludes that properly segmenting the market allows companies to better target and position new products.
Marketing - Product Management
This presentation contains the topics of Product Management-Marketing. It is an easy to understand presentation which is helpful for interview also.
Marketing process overview
The marketing process overview document outlines the key steps in developing a marketing strategy and plan. It discusses:
1) Conducting a situational analysis to understand customer needs and the competitive environment. This includes tools like SWOT, PEST, and 5C analyses.
2) Developing a marketing strategy by segmenting the market into accessible, identifiable, and substantial segments. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors.
3) Deciding on the marketing mix of product, price, place, and promotion to target specific segments.
4) Implementing and controlling the marketing plan as the environment changes.
Planning, Sales Forecasting, and Budgeting
The document discusses strategic planning, sales forecasting, and budgeting. It defines strategic planning as deciding on long-term objectives and strategies. Marketing plays a key role in strategic planning by providing market information and developing competitive advantages. Sales strategy is developed from marketing strategy through marketing mix and promotional strategies. There are qualitative and quantitative methods for sales forecasting, including executive opinion, regression analysis, and moving averages. The sales budget estimates sales volume and expenses for purposes of planning, coordination, and control.
Functions of marketing & strategic marketing planning
Functions of marketing and strategic marketing planning, market information, market planning, exchange functions, product design and development, standardization and grading, packaging, labeling & branding, physical distribution, financing, risk taking, customer support services, developing strategic marketing plan.
Similar to Marketing plan outline (20)
Assessment Resource SummaryUnit DetailsBSBMKG609 D.docx
Assessment Resource SummaryUnit DetailsBSBMKG609 D.docx
Chapter 11 ppt 11 market segmentation, targeting and positioning
Chapter 11 ppt 11 market segmentation, targeting and positioning
1 Product Strategy Decisions to use the product strategy
1 Product Strategy Decisions to use the product strategy
04 marketingsegmentationtargetingandpositioning-110403205125-phpapp02
04 marketingsegmentationtargetingandpositioning-110403205125-phpapp02
Functions of marketing & strategic marketing planning
Functions of marketing & strategic marketing planning
Marketing plan outline
- 1. Marketing Plan Outline 1. Executive Summary & Table of Contents A brief summary of the mail goals and recommendations. A table of contents that outlines the rest of the plan and all supporting rationale and operational detail should follow the executive summary. 2. The Challenge Brief description of product to be marketed and associated goals, such as sales figures and strategic goals. 3. Situation Analysis This section presents the relevant background data on sales, costs, the market, competitors and the various forces in the macro-environment as listed below: 3.1 Company Analysis • Goals • Focus • Culture • Strengths • Weaknesses • Market share 3.2 Customer Analysis • Number • Type • Value drivers • Decision process
- 2. • Concentration of customer base for particular products 3.3 Competitor Analysis • Market position • Strengths • Weaknesses • Market shares 3.4 Collaborators • Subsidiaries, joint ventures, and distributors, etc. 3.5 Climate Macro-environmental PEST analysis: • Political and legal environment • Economic environment • Social and cultural environment • Technological environment 3.6 SWOT Analysis A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows: • The firm's internal attributes can be classed as strengths and weaknesses. • The external environment presents opportunities and threats. 4. Market Segmentation Present a description of the market segmentation as follows: • Description • Percent of sales • What they want • How they use product • Support requirements • How to reach them • Price sensitivity
- 3. 5. Alternative Marketing Strategies List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re- branding, positioning as a premium or value product, etc. 6. Selected Marketing Strategy Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion. 6.1 Product The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include: • Brand name • Quality • Scope of product line • Warranty • Packaging 6.2 Price Discuss pricing strategy, expected volume, and decisions for the following pricing variables: • List price • Discounts • Bundling • Payment terms and financing options • Leasing options 6.3 Distribution (Place) Decision variables include: • Distribution channels, such as direct, retail, distributors & intermediates • Motivating the channel - for example, distributor margins • Criteria for evaluating distributors • Locations • Logistics, including transportation, warehousing, and order fulfillment •
- 4. 6.4 Promotion • Advertising, including how much and which media. • Public relations • Promotional programs • Budget; determine break-even point for any additional spending • Projected results of the promotional programs 7. Short & Long-Term Projections The selected strategy's immediate effects, expected long-term results, and any special actions required for achieving them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis. 8. Conclusion This is the last section of the marketing plan where all the information provided including the goals set and the recommendations made are once again summarized for a quick reference.