MARKETING PLAN Your Name * * Market SummaryMarket: Past, present, and futureReview changes in market share, leadership, players, market shifts, costs, pricing, and competition * * Product DefinitionDescribe the product or service being marketed * * CompetitionThe competitive landscapeProvide an overview of product competitors, and their strengths and weaknessesPosition each competitor’s product against the new product * * 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 * * Communication StrategiesMessaging by audienceTarget consumer demographics * * 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 * * Launch StrategiesLaunch planIf product is being announced Promotion budget Supply backup material with detailed budget information for review * * Public RelationsStrategy and executionPR strategiesPR plan highlightsHave backup PR plan including editorial calendars, speaking engagements, conference schedules, etc. * * AdvertisingStrategy and executionOverview of strategyOverview of media and timingOverview of ad spending * * 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 * * PricingPricingSummarize specific pricing or pricing strategiesCompare to similar productsPoliciesSummarize policy relevant to understanding key pricing issues * * 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 * * 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 * * InternationalInternational distributionAddress distribution strategiesDiscuss issues specific to international distributionInternational pricing strategyLocalization issuesHighlight requirements for local product variations * * Success MetricsFirst year goalsAdditional year goalsMeasures of success/failureRequirements for success * * Schedule18-month schedule highlightsTimingIsolate timing dependencies critical to success * * 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 ...

1. MARKETING PLAN
Your Name
*
*
Market SummaryMarket: Past, present, and futureReview
changes in market share, leadership, players, market shifts,
costs, pricing, and competition
*
*
Product DefinitionDescribe the product or service being
marketed

2. *
*
CompetitionThe competitive landscapeProvide an overview of
product competitors, and their strengths and weaknessesPosition
each competitor’s product against the new product
*
*
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
*
*

3. Communication StrategiesMessaging by audienceTarget
consumer demographics
*
*
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
*
*
Launch StrategiesLaunch planIf product is being announced
Promotion budget
Supply backup material with detailed budget information for
review
*

4. *
Public RelationsStrategy and executionPR strategiesPR plan
highlightsHave backup PR plan including editorial calendars,
speaking engagements, conference schedules, etc.
*
*
AdvertisingStrategy and executionOverview of
strategyOverview of media and timingOverview of ad spending
*
*
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

5. Other promotional programs
*
*
PricingPricingSummarize specific pricing or pricing
strategiesCompare to similar productsPoliciesSummarize policy
relevant to understanding key pricing issues
*
*
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
*
*

6. 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
*
*
InternationalInternational distributionAddress distribution
strategiesDiscuss issues specific to international
distributionInternational pricing strategyLocalization
issuesHighlight requirements for local product variations
*
*
Success MetricsFirst year goalsAdditional year goalsMeasures
of success/failureRequirements for success
*

7. *
Schedule18-month schedule highlightsTimingIsolate timing
dependencies critical to success
*
*
Assignment 4: Your Marketing Plan
Need to submit full marketing plan from previous assignments
1,2,&3.
Use PowerPoint Presentation for your Week 10 Assignment 4. If
you choose to do a PowerPoint Presentation for your final
Assignment 4, Part D, please be aware there is a Grading Rubric
The specific course learning outcomes associated with this
assignment are:
· Analyze the marketing framework including the concepts of
the 5Cs, STP, and 4Ps.
· Develop strategies to assess performance and achieve
marketing goals.
· Create an effective marketing plan.
· Examine the marketing science of customer behavior and
products in the marketing exchange process and create dynamic
strategies for competing.
· Evaluate the basis for market segmentation and approaches to
segmentation.
· Evaluate target customer segments and positioning products
within these segments.

8. · Develop branding strategies for existing and new products.
· Develop pricing strategies and distribution channels for
products.
· Analyze integrated marketing communications and its
relationship to advertising strategy.
· Evaluate marketing research tools involved in the marketing
process.
· Use technology and information resources to research issues in
marketing management.
Marketing Plan Outline
I. Executive Summary
A high-level summary of the marketing plan.
II. The Challenge
Brief description of product to be marketed and associated
goals, such as sales figures and strategic goals.
III. Situation Analysis
Company Analysis
· Goals
· Focus
· Culture
· Strengths
· Weaknesses
· Market share
Customer Analysis
· Number
· Type
· Value drivers
· Decision process
· Concentration of customer base for particular products
Competitor Analysis
· Market position

9. · Strengths
· Weaknesses
· Market shares
Collaborators
· Subsidiaries, joint ventures, and distributors, etc.
Climate
Macro-environmental PEST analysis :
· Political and legal environment
· Economic environment
· Social and cultural environment
· Technological environment
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.
IV. Market Segmentation
Present a description of the market segmentation as follows:
Segment 1
· Description
· Percent of sales
· What they want
· How they use product
· Support requirements
· How to reach them
· Price sensitivity
Segment 2...
V. 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.
VI. Selected Marketing Strategy

10. Discuss why the strategy was selected, then the marketing mix
decisions (4 P's) of product, price, place (distribution), and
promotion.
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
Price
Discuss pricing strategy, expected volume, and decisions for the
following pricing variables:
· List price
· Discounts
· Bundling
· Payment terms and financing options
· Leasing options
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
fulfilment
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

11. VII. Short & Long-Term Projections
The selected strategy's immediate effects, expected long-term
results, and any special actions required to achieve them. This
section may include forecasts of revenues and expenses as well
as the results of a break-even analysis.
VIII. Conclusion
Summarize all of the above.
AppendixExhibits
Calculations of market size, commissions, profit margins,
break-even analyses, etc