A marketing plan includes five key elements: an executive summary and table of contents, a situation analysis, a marketing strategy, financial projections, and implementation controls. It provides direction for reaching marketing objectives by outlining research that will be conducted, relationships that will be established and maintained, and metrics to track progress toward goals.

1. What does a Marketing
Plan include?
These slides are based on Chapter 2 of
‘Marketing Management’ by Kotler Keller

2. Written document that summarizes what the marketer
has learned about the marketplace and indicates how the
firm plans to reach its marketing objectives
Marketing Plan

3. Provides direction and focus for a brand, product, or company
Becoming more customer- and competitor-oriented, better
reasoned, and more realistic
Contains tactical guidelines for the marketing programs and
financial allocations

4. Marketing Plan includes
1. Executive summary and table of contents
2. Situation analysis
3. Marketing strategy
4. Financial projections
5. Implementation controls

5. 1. Executive Summary & Table of Contents
Marketing Plan should open with a table of contents and brief
summary for senior management of the main goals and
recommendations

6. 2. Situation Analysis
Relevant background data on sales, costs, the market,
competitors, and the various forces in the macro-environment

7. 3. Marketing Strategy
Defines the mission, marketing and financial objectives, and needs
the market offering is intended to satisfy as well as its competitive
positioning

8. 4. Financial Projections
Include a sales forecast, an expense forecast, and a break-even
analysis

9. 5. Implementation Controls
Outlines the controls for monitoring and adjusting
implementation of the plan

10. As the Plan is put into effect,
Marketers use RESEARCH to measure progress toward
objectives and identify areas for improvement

11. The Role of Research
To develop innovative products, successful strategies, and action
programs, marketers need up-to-date information about the
environment, the competition, and the selected market segments

12. Finally,
Marketing Research helps marketers learn more about
their customers’ requirements, expectations,
perceptions, satisfaction, and loyalty
Thus,
Marketing Plan should outline what marketing
research will be conducted and when, as well as how
the findings will be applied

13. Marketers must consider all Relationships when developing
a Marketing Plan

14. The Role of Relationships
Marketing Plan shows how the company will establish and
maintain profitable customer relationships
Also, affects both internal and external relationships

15. From Marketing Plan to Marketing Action
Marketing Plan should define how progress toward objectives will
be measured
Marketing metrics track actual outcomes of marketing programs to
see whether the company is moving forward toward its objectives

16. R E F E R E N C E S
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