Marketing Plan Template

By Former Deloitte Management Consultants

Marketing Plan
Company Name: Date: Author: Business Unit: Email: Phone: Example name 08/10/2014 John Example Example A Example@business.com 04 20 30 40 50

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Overall guiding principles

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Table of content

Target Market

Four Ps

Product

Price

Promotion

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4

Place
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Marketing Plan
1.Target market
Target Market description
Describe in this text block your target market(s), that is to say the group of customers that you want to market your

products to. To identify your target market(s), you can use customer segmentations such as: o Geographic segmentation o Demographic/socioeconomic segmentation: gender, age, income, occupation, education, household size, and stage in the family life cycle) o Attitudes o Psychological profiles If you have more than one target market, you ideally will have to tailor your mix marketing (4Ps) for each one of your target markets

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Marketing Plan
1.Target market

Target market size

Total Available Market (TAM)
Estimate the Total Available Market (TAM) size TAM refers to the global revenue opportunity available for a product or service Some sources of information such as government data, trade associations, financial data from major players and customer surveys should help you to provide a rough estimation

Total Available Market (TAM)

Serviceable Available Market (SAM)

Estimate the Serviceable Available Market (SAM) size SAM refers to the percentage of the Total Available Market (TAM) that you can actually serve

Serviceable Available Market (SAM)

Your Target Market

Target Market Market Share
Estimate your Target Market size based on your estimation of the TAM and SAM size Target market refers to the group of customers that you want to market your products to

Your Market Share

Estimate your market share (in percentage and dollars) based on your unique selling proposition and marketing plan Your market share refers to a percentage of your target market

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Marketing Plan
1.Target market

Target market growth

A simple way of forecasting the market growth is to extrapolate historical data into the future A more accurate way is to study growth drivers such as demographic information and sales growth in complementary products

Total Available Market (TAM)

Estimate the Total Available Market (TAM) revenue growth

- 10% every year between 2014 and 2020

Total Available Market (TAM)

Serviceable Available Market (SAM)

Estimate the Serviceable Available Market (SAM) revenue growth

Serviceable Available Market (SAM)

+ 1% every year between 2014 and 2020

Your Target Market

Target Market
Estimate your Target Market revenue growth

Market Share

+ 10% every year between 2014 and 2020

Your Market Share

Estimate your market share growth

+ 2% every year between 2014 and 2020

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Table of content

Target Market

Four Ps

Product

Price

Promotion

6
8

Place
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Marketing Plan
2. Four Ps
The Marketing Plan will cover the 4 Ps:

Product

Target Market

Promotion

Place

Price

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Table of content

Target Market

Four Ps

Product

Price

Promotion

6
10

Place
www.slidebooks.com

Marketing plan
3.Product The product section needs:

A brief description of your product range

A brief description of your product categories

A description of your key products including:

1. Product Attributes: characteristics by which products are identified and differentiated. It usually comprise features, shapes, colors, functions and uses 2. Customer Benefits: a product attribute expressed in terms of what the user gets from the product rather than its physical characteristics or features 3. Price: A product is worth as much as people are willing to pay for it. The amount your target market is prepared to pay for your products/services depends on your target market's budget and the product attributes 4. Unique Selling Proposition (USP): It defines your companys unique position in the marketplace. It is an often overlooked but very important element of creating a business that customers love. A strong unique selling proposition allows you to stand apart from competitors and actively focus your energy on creating things that cater to your ideal group of customers

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Marketing plan
3.Product

Product A Product category #1 Describe your product category with your own text Product B

Product C

Product range Describe your product range with your own text

Product category #2 Describe your product category with your own text
Product D

Product E Product category #3 Describe your product category with your own text Product F

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Marketing plan
3.Product
Description (key attributes) Key customer benefits Unique selling proposition (USP)

Product A

Use your own text for describing the key attributes of your product

Use your own text

Use your own text (note: different products can have the same USP)

Product B

Use your own text for describing the key attributes of your product

Use your own text

Use your own text (note: different products can have the same USP)

Product C

Use your own text for describing the key attributes of your product

Use your own text

Use your own text (note: different products can have the same USP)

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Marketing plan
3.Product
Description (key attributes) Key customer benefits Unique selling proposition (USP)

Product D

Use your own text for describing the key attributes of your product

Use your own text

Use your own text (note: different products can have the same USP)

Product E

Use your own text for describing the key attributes of your product

Use your own text

Use your own text (note: different products can have the same USP)

Product F

Use your own text for describing the key attributes of your product

Use your own text

Use your own text (note: different products can have the same USP)

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Table of content

Target Market

Four Ps

Product

Price

Promotion

6
15

Place
www.slidebooks.com

Marketing plan
4.Price
Top 10 pricing strategies that can help you to set the price of your products (1/2)
1. Cost plus pricing 2. Penetration pricing strategy
Set a low price to increase sales and market share. Once market share has been captured the firm may then increase their price E.g. a television satellite company sets a low price to get subscribers then increases the price as their customer base increases

3. Value-based pricing

Set the price regarding your production cost, your distribution cost and your expected profit margin E.g. it may cost $100 to produce a product and the company adds 20% as a profit margin so the selling price would be $120.00

Set the price regarding the value perceived by the customer. A market survey may help you to set up the right price

4. Competition based pricing

Set a price in comparison with competitors E.g. Conduct a competitor analysis and decide whether or not you want to set a higher, lower or the same price as them. If you have a significant competitive advantage you may want to set a higher price

5. Skimming pricing
Set an initial high price and then slowly lower the price to make the product available to a wider market. The objective is to skim profits of the market layer by layer E.g. Apple, with its Iphone products, uses a skimming pricing strategy

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Marketing plan
4.Price
Top 10 pricing strategies that can help you to set the price of your products (2/2)
6. Product line pricing 7. Psychological pricing 8. Premium pricing

Set different prices for different products within the same product range in order to reach different target markets E.g. Peugeot sells different cars at different prices

Set a price according to the customers psychology E.g. a product can be charged $99 instead of $100

Set a high price to reflect the exclusiveness of your product E.g. Ferrari uses a premium pricing strategy

9. Status Quo Pricing

10. Optional Pricing

Set optional pricing by presenting a low base price that is capable of attracting customers while maintaining the possibility of selling costly add-ons later E.g. Computer printers often have a very low initial entry price, while the cost of printer ink cartridges is substantial

Set the same price as your main competitors in order to avoid price wars and maintain a moderate but stable level of profit E.g. Some telecom companies are using a Status Quo pricing

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Marketing plan
4.Price
The quoted price to end users is known as the list price. This price can however be discounted for a period of time or for some customers. There are mainly 4 types of discount strategies:

1. Quantity discount

2. Seasonal discounts

When the customer purchases in large quantities

Based on the time that the purchase is made and designed to reduce seasonal variation in sale

3. Cash discount

4. Promotional discount

When the customer pays his bill before a specified date

A short-term discounted price offered to stimulate sales

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Marketing plan
4.Price
Pricing Strategy

Describe your pricing strategy which can be a combination of the several pricing strategies described in the previous slides Explain why you think it is the right strategy (e.g. It will reflect the exclusiveness of our products)

Discount Strategy

If you have a lot of products, only mention the key ones

Describe your discount strategy which can be a combination of several discount strategies described in the previous slides Explain why you think it is the right discount strategy

Product price
Product A Insert the product A price
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Product B Insert the product B price

Product C Insert the product C price

Product D Insert the product D price

Product E Insert the product E price

Product F Insert the product F price

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Table of content

Target Market

Four Ps

Product

Price

Promotion

6
20

Place
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Marketing plan
5.Promotion
There are 7 key types of promotion:
Direct marketing method in which carefully targeted prospects (chosen on the basis of age, income, location, profession, buying pattern, etc.) are presented with custom tailored offers for products or services through mail or email

Advertising

Any non personal paid form of communication using any form of mass media such as TV, radio, print and outdoor medias

Direct Mail

Public Relations

Public relations (PR) is the practice of managing the spread of information between an individual or an organization and the public

Internet and Mobile Marketing

Promoting and selling your services online using various forms of marketing techniques such as banner advertisements, social media and search engine optimization

Sales Promotion

Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.

Sponsorship

Paying an organization to use your brand or logo. The most common use of sponsorship is with sporting events such as the Olympics games

Personal Selling

Selling a product service one to one

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Marketing plan
5.Promotion
Promotional purpose

Insert your promotional purpose

Annual Budget Insert your annual budget (it can be express as a percentage of your revenue)

Advertising (40% of the budget)

Public relations (20% of the budget)

Sales Promotion (10% of the budget)

Personal selling (30% of the budget)

Direct Mail

Internet Marketing

Sponsorship

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Marketing plan
5.Promotion
Zoom on the type of promotion used:

Advertising (40% of the budget)

Describe your advertising strategy

Sales Promotion (10% of the budget)

Describe your sales promotion strategy

Public relations (20% of the budget)

Describe your Public relations strategy

Personal selling (30% of the budget)

Describe your personal selling strategy

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Table of content

Target Market

Four Ps

Product

Price

Promotion

6
24

Place
www.slidebooks.com

Marketing plan
6.Place

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Marketing plan
6.Place
Production plan Describe in this text block your production plan This part should answer questions such as: o What plant and equipment will you need to operate your business? o How will you plan to finance your plant and equipment (rental, lease or buy)? o What will be the ongoing operating costs and maintenance requirements? o Where will you produce your products? o How will you manufacture your products? o When will you manufacture your products? o In which quantity will you produce? o Which raw material will you need? o Who will be your suppliers and what terms do they offer? o What will be the overall cost of production? o What will be the cost of production per unit? o Have you documented standard procedures? o What quality control measures will you use? o Do you have any strategies for new product development? o Where will you store your products before distribution? o What are your storage requirements (e.g. capacity, access, regulations, safety, product deterioration)? o What inventory control system will you use?

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Marketing plan
6.Place
Distribution plan Describe in this text block your distribution plan This part should answer questions such as: Where will you distribute your products? Why? How will you distribute your products? When will you distribute your products? Who will be your main clients/customers? What will be the overall cost of distribution? What will be the cost of distribution per unit?

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Marketing plan
6.Place
Worldwide production and distribution map1

Production site
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Planes and trucks

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Wholesalers

1.Hundreds of maps are available on www.slidebooks.com

Marketing plan
6.Place
United States production and distribution map1

Production site
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Planes and trucks

www.slidebooks.com

Wholesalers

1.Hundreds of maps are available on www.slidebooks.com

Marketing plan
6.Place
Australian production and distribution map1

Production site
30

Trains and trucks

Wholesalers

1.Hundreds of maps are available on www.slidebooks.com

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Marketing plan
6.Place
Online and mobile distribution If you have a website, insert a description of your online and mobile distribution strategy

Insert print screens of your website

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Sources of information

Raynor, Michael E. "That Vision Thing: Do We Need It?" Long Range Planning, June 1998, pp. 368-376

Abrahams, Jeffrey. The Mission Statement Book: 301 Corporate Mission Statements from America's Top Companies. Ten Speed Press, 1999

Zimmerman, John, with Benjamin Tregoe. The Culture of Success: Building a Sustained Competitive Advantage by Living Your Corporate Beliefs. McGraw-Hill, 1997.

Collins, Jim, and Jerry I. Porras. "Building Your Company's Vision." Harvard Business Review, September/October 1996, pp. 6577

Sources of information

Wall, Bob, Mark R. Sobol, and Robert S. Solum. The Mission-Driven Organization. Prima Publishing, 1999

Competitive Value Management by Hermann J. Stern

Armstrong.M Management Processes and Functions, 1996,

Porter, Michael E. (1979). "How competitive forces shape strategy"

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Thanks

Thank you for reading our slides

Feedback

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