During your online appointment will talk through your plan  with me on zoom.us covering: What you think is important Why you are taking the action that you are Any questions that you have Note: You do not have to know include an answer to everything in your final plan, however, if you don't know the answer to include in your plan, your plan must include the methodology that you will use to find and execute the answers needed.  I will ask questions and provide feedback. I will record the interview and provide you the link to the recording of the walk through, and you will post that link in your simCEO lesson submission. The link is all that you need to include to get full credit for the assignment. A separate assignment, as usual, will still require you to get and document at least one piece of advice from someone that you will take to change your plan. Plan Template: Talk through these Headers Company Name Marketing Management Plan Purpose Company Vision (Customer Pain Point) Brand Story Marketing Values Customer Segments Target Market Product/Service Position Marketing Messaging Marketing Media Marketing Mix Key Marketing Decisions Marketing Metrics Customer Needs Recognition Market Analysis Customer Marketing Assumptions Product Lifecycle Market Disruption (Crossing the Chasm) Integrated Marketing Campaign Marketing Services Global Marketing Detailed Description COMPANY NAME Write down the name of your company. MARKETING MANAGEMENT PLAN PURPOSE  Describe who your Marketing Management Plan is for, and what they will know that they didn't know before reading your Marketing Management Plan. We will create a final template, and you will fill out a new part of the plan each week. At the end, you will submit the final copy of your complete plan. COMPANY VISION  For this class, your vision in your customer pain point. We will talk about you when you define your brand, but for now, stick to customer pain identification. Write down a first draft of your company vision. Your vision should be a short sentence or two that describes how the world will be different because your company exists. In other words, the impact on the world that you want to have with your company. Vision = After You - Before You = Impact Marketing: Company Brand Story Write down your company brand story. Make it short and sweet...specifically: What you do Who you do it for What makes you different MARKETING: VALUES Write down at least three values that your team should use as decision making tools. What is most important to you in making decisions and in what order? Imagine that you are writing down instructions for achieving the three top priorities of for your company. Now imagine that after writing your values, that you leave for three months. Will your employees do the right things to achieve your top values? MARKET SEGMENTATION: CRITERIA WRITE DOWN AT LEAST THREE CONSUMER GROUPS THAT YOU BELIEVE WILL ...

1. During your online appointment will talk through your plan
with me on zoom.us covering:
What you think is important
Why you are taking the action that you are
Any questions that you have
Note: You do not have to know include an answer to everything
in your final plan, however, if you don't know the answer to
include in your plan, your plan must include the methodology
that you will use to find and execute the answers needed.
I will ask questions and provide feedback.
I will record the interview and provide you the link to the
recording of the walk through, and you will post that link in
your simCEO lesson submission. The link is all that you need to
include to get full credit for the assignment.
A separate assignment, as usual, will still require you to get and
document at least one piece of advice from someone that you
will take to change your plan.
Plan Template:

2. Talk through these Headers
Company Name
Marketing Management Plan Purpose
Company Vision (Customer Pain Point)
Brand Story
Marketing Values
Customer Segments
Target Market
Product/Service Position
Marketing Messaging
Marketing Media
Marketing Mix
Key Marketing Decisions
Marketing Metrics
Customer Needs Recognition
Market Analysis
Customer Marketing Assumptions
Product Lifecycle

3. Market Disruption (Crossing the Chasm)
Integrated Marketing Campaign
Marketing Services
Global Marketing
Detailed Description
COMPANY NAME
Write down the name of your company.
MARKETING MANAGEMENT PLAN PURPOSE
Describe who your Marketing Management Plan is for, and what
they will know that they didn't know before reading your
Marketing Management Plan.
We will create a final template, and you will fill out a new part
of the plan each week. At the end, you will submit the final
copy of your complete plan.
COMPANY VISION
For this class, your vision in your customer pain point. We will
talk about you when you define your brand, but for now, stick
to customer pain identification.

4. Write down a first draft of your company vision. Your vision
should be a short sentence or two that describes how the world
will be different because your company exists. In other words,
the impact on the world that you want to have with your
company.
Vision = After You - Before You = Impact
Marketing: Company Brand Story
Write down your company brand story. Make it short and
sweet...specifically:
What you do
Who you do it for
What makes you different
MARKETING: VALUES
Write down at least three values that your team should use as
decision making tools.
What is most important to you in making decisions and in what
order?
Imagine that you are writing down instructions for achieving the
three top priorities of for your company. Now imagine that after

5. writing your values, that you leave for three months. Will your
employees do the right things to achieve your top values?
MARKET SEGMENTATION: CRITERIA
WRITE DOWN AT LEAST THREE CONSUMER GROUPS
THAT YOU BELIEVE WILL BUY YOUR PRODUCT OR
SERVICE AND SORT THEM IN GROUPS (SEGMENTS) BY
ONE OR MORE OF THE FOLLOWING:
Where they are (location)
Who they are (demographics)
What they like (psychographics)
How they behave (Behavior)
You will prove one answer for each group. The answer will be
based on one or more criteria.
MARKET SEGMENTATION: TARGETING
WRITE DOWN THE SEGMENT, THAT YOU WILL FOCUS
ON FIRST (TARGET) AND WHY SUCH AS:
They will spend more money
They are easer to reach
You already have a media channel to them

6. They already show the biggest input
They are more likely to tell others
Other
MARKETING BRAND POSITIONING: MARKET POSITION
WRITE DOWN WHAT YOUR BRAND POSITION IS
RELATIVE TO YOUR COMPETITION. EX.
Easier
Faster
Cheaper
More reliable
Last Longer
Ex: We keep track of your customer and business interactions
like the SAP Enterprise Resource Planning System, only
without the high staff overhead to run and maintain it.
MARKETING: MESSAGE
Write down at least three most important messages to your
target market. Remember that your target market is motivated
by"
Fear

7. Guilt
Greed
Exclusivity
Social acceptance ("everyone in this group is doing it")
You can create your USP (Unique Selling Position) with this
template:
Narrowly defined positioning.
Meaningful specifics.
Guarantee
Examples:
§ “Fresh Hot Pizza Delivered in 30 Minutes or Less” –
Domino’s Pizza
“Where it absolutely, positively has to be there overnight” –
FedEx.
“We’re number two. We try harder.” Avis
“The milk chocolate melts in your mouth, not in your hand.” –
M&M
“A diamond is forever.” – De Beer’s
§ benefit that is a promise with meaningful specifics – with a
guarantee. If you define your USP narrowly, it will give you a
stronger appeal. Meaningful specifics mean that you specify the

8. benefit. Look at Domino’s example: They are not going to
deliver your pizza “sometime” but within 30 minutes. It has a
specific timeframe. They are taking two benefits that are what
clients hate about delivered pizza. They hate it when it’s cold,
and they hate it when it’s late.
You need to have meaningful specifics in your USP. The
meaning will be a benefit to your ideal customer, client or
patient.
The last part is a guarantee. If you can guarantee an outcome
that your ideal prospect will love, use that in your USP.
MARKETING: MEDIA
Write down at least three media channels that are most
important to your target market and why. Examples include:
Blogs
Social Media (which social media specifically)
Trade Shows
Email
Magazines
TV Shows
Public Relations (getting others to talk about you...who and
where)
Email

9. Search Engine Marketing
Search Networks (Pay per Click)
Display Networks (Banner Ads)
Speaking Opportunities
Awards & Recognition
Sponsorships
Direct Mail
Content Marketing (video, articles, YouTube channels...)
Specify whether your choices are Owned Media, Paid Media, or
Earned Media
MARKETING: MARKETING MIX
Write down what is most important to your target market about
your marketing mix:
Product (Features, benefits, design...)
Price
Place (where and how they buy)
Promotion
increase awareness

10. create interest
generate sales
create brand loyalty (separate yourselves from others)
Planning: Marketing Decisions
For one of your marketing objectives write down three decisions
that as a manager you will have to make.
Ensure for your decision that you have widened your options as
described in the decisive video in the simCEO resources folder
(https://youtu.be/eY3ivHv7J7s).
Examples could include:
What is the best marketing media channel to reach our target
market?
How do I organize my marketing team most effectively to grow
our market the fastest.
What processes should we put in place to most effectively do
market analysis.
Planning: Marketing Metrics
As a manager, you will need to create metrics to measure
whether you will reach your goal.

11. Write down a one goal, one lag metric to achieve that goal, and
at least one LEAD metric. (the LEAD/LAG Measurement video
in the simCEO resources, https://youtu.be/Dwpak1IzYj8, might
help).
Example include:
Increase cus