D:\Desktop\Marketing Plan Template


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Marketing Plan Template

S R Palit

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D:\Desktop\Marketing Plan Template

  1. 1. Marketing Plan Add Product name
  2. 2. Executive summary <ul><li>Brief about the product </li></ul><ul><li>Market </li></ul><ul><li>Competition and market leader </li></ul><ul><li>Exclusive offerings / Value proposition </li></ul><ul><li>Target market Segment </li></ul><ul><li>Financial objective ( sales revenue, profitability , break even etc.) and target market share </li></ul>There should be one more section between the target market segment and the financials. This section is the HOW – how will you actually get the top line you have defined based on the product, market, competition and your value offerings This HOW will essential define the costs you will incur in operationalizing this plan and will feed into the cost side of your financials One more section is RISKS and one last one could be on IMPLEMENTATION PLAN – where you can speak about the detailed plan or give an indication of the critical activities only
  3. 3. Situation analysis <ul><li>Market backdrop </li></ul><ul><li>Market summary </li></ul><ul><ul><ul><ul><ul><li>Market segmentation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Market demographics (Geography , male- female , age group) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Market trend and growth </li></ul></ul></ul></ul></ul><ul><li>SWOT analysis ( for your company and product , include scalability and sustainability for justifying your plan for the particular product range) </li></ul><ul><li>Competition ( list major players , their brief strategies, financial and market position etc.- may trigger M & A) </li></ul>Make sure that the market analysis contains a view on the past , present and future trends and the way you structure it should lead to the answer of the question “Why is this market attractive and worth entering”
  4. 4. Marketing Strategy <ul><li>Objectives </li></ul><ul><ul><ul><ul><ul><li>Branding </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Target market share and growth </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Financial objective </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Target market & customer segment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Positioning ( whether niche or mass , premium of commodity etc) </li></ul></ul></ul></ul></ul>The elements are all correct, the order might need to be changed... Define objectives almost like a tierization – what is key objective e.g. I want to be the market leader OR I want to be the choice of the expert OR I want to reach 100 Cr sales in 5 years? Hence what are the sub objectives e.g. I have to be mass brand OR I want market share of 5% etc. Therefore branding i think for e.g. is a sub-objective, it is a means to an end and is not the objective by itself
  5. 5. Marketing strategy… <ul><li>Product offering – </li></ul><ul><ul><ul><ul><li>Product features ( Highlight USPs) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Range and future plans </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Support mechanism </li></ul></ul></ul></ul><ul><li>Distribution </li></ul><ul><ul><ul><ul><li>Channels </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Locations and stores </li></ul></ul></ul></ul><ul><ul><ul><ul><li>For Institutional customers , business customers and consumers </li></ul></ul></ul></ul>You could consider the order Product description Target product/customer segment Pricing Branding Promotion Market research Distribution Financials Breakeven analysis Risks
  6. 6. Marketing strategy… <ul><li>Pricing – </li></ul><ul><ul><ul><ul><li>Retails price range for various product </li></ul></ul></ul></ul><ul><li>Promotions </li></ul><ul><ul><ul><ul><li>Launching – Timing etc. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Advertisement plans </li></ul></ul></ul></ul><ul><li>Marketing research ( product testing) </li></ul><ul><li>Sales and expense forecast ( give monthly break up, includes monthly expense budget and resource planning ) </li></ul><ul><li>Break-even analysis </li></ul>
  7. 7. Controls & implementation <ul><li>Review mechanism based on periodic measures like </li></ul><ul><ul><ul><ul><li>Revenue </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Expenses </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Customer satisfaction </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New product developments </li></ul></ul></ul></ul><ul><li>Implementation </li></ul><ul><ul><ul><ul><li>Prepare milestones for key activities ( Starting date / completion date/ responsible/ review date etc) </li></ul></ul></ul></ul>
  8. 8. Real Life <ul><li>Give brief of one previous case from your own company / department </li></ul>
  9. 9. What This Means <ul><li>Add a strong statement that summarizes how this may change the fate of the organization as a whole </li></ul><ul><li>Portfolio logic – how the product fits in the existing product range – highlight if its fulfilling the need of existing customer through extension of product range or creating a completely new set of customer base. </li></ul>
  10. 10. Next Steps <ul><li>What you want from the management </li></ul>