A

Marketing plan - template

Company/Brand: [Type over to complete] Date of plan [Type over to
complete]
Author [Type over to complete] [Type over to
complete]
1. The executive summary The
Marketing Plan
[What is the desired result for this plan?]
[What's increase in sales or market share are you planning to achieve?]
[What is the fnancial value of achieving your planned result?]
[What turnover and proft is predicted?]
[What new or improved products or services are eing planned?]
[What is the desired timescale?]
[What is the udget needed to deliver the plan?]
[What are the potential conse!uences "pluses#minuses$ if the plan isn't implemented?]
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2. The introduction - The
Marketing Plan
['hould you include the (ompany history here?]
[What aout the (ompany organisation) 'hould it e included here?]
[What are the (ompany's core competencies?]
[*nclude a description of the product#service#rand"s$ here)]
[What is the (ompany#+rand positioning?]
[What is the +rand Promise?]
[What's your Mission 'tatement?]
[What is your competitive advantage?]
[What uni!ue enefts can you o,er your customers?] [What's the -'P?]
[What is your proposition? *rresistile .,er?]
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. The current situation analysis ! macro environmental The
Marketing Plan
[/ow does the state of the economy a,ect your plan?]
[What legal issues are relevant to your plan?]
[What government issues are relevant to your plan?]
[What advances in technology will a,ect the plan?]
[What ecological issues are relevant?]
[What socio cultural issues are relevant?]
[What changes to your suppliers#the supply chain are relevant?]
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The current situation analysis ! your mar"et place
The Marketing Plan
[What are the market demographics?]
[What are the relevant key trends in your market?]
[Where is the market growth strongest? Why?]
[Who#what is the main competition to the rand? 4irect competition? *ndirect
competition?]
[/ow has the competitive market changed since your last review?]
[What are the arriers to prospects partaking in the +rand Promise?]
[What would a 'W.T analysis of the rand "product5 price5 place5 promotion$ tell you?]
[What would it tell you aout e6ternal threats and opportunities5 internal strengths and
weaknesses?]
The current situation analysis ! your customers/prospects
The Marketing Plan
[What has profling your customers told you?]
[Who are your most proftale customers#segments#clusters?]
[What are the recognisale characteristics a typical proftale customer?]
[Why are your customers uying the rand? *s this changing?]
[7re customers receiving the ideal rand#customer e6perience?]
[Where is each target audience segment in their customer lifecycle?]
[What customer insight do you have from research?]
[4oes the rand positioning change for each audience segment?]
[What would a recency5 fre!uency5 value customer analysis from the dataase tell you?]
[What do you know aout the rand's level of customer loyalty?]
[What are the churn rates?]
[What success have you had cross selling or upselling?]
[What media channels have you tested? Which do they trust#use#respond to?]
[What marketing activity has delivered a return%on%investment?]
[Which segments should e the primary#secondary target audiences for this year's
marketing?]
The current situation analysis ! your #rand$s% The
Marketing Plan
[4oes the rand's current positioning need to adapt to market conditions? To rand
changes?]
[4oes the rand need to move on in terms of value? Tone? Personality?]
[What's the rand's amition for this year? 8e6t year? /ow can you get there?]
[/ow might#should the rand promise change?]
[/as the rand e!uity een measured recently? "rand loyalty5 awareness5 purchase
intention5 etc]
The current situation analysis ! your o&ce/team mem#ers
The Marketing Plan
[What was last year's udget?]
[What resources do you have?]
[People#Marketing Team?]
[Time#skills availale#needed?]
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/ow will www)MarketingMentor)net help to increase skills#deliver training o9ectives?
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'. (our o#)ectives and *oals The
Marketing Plan
/ow will the following deliver your +usiness .9ectives:
[;our Marketing (ommunications o9ectives?]
[7dvertising o9ectives?]
[4irect Marketing o9ectives?]
[Promotional o9ectives?]
[(ommunication#P<#Pulicity o9ectives?]
[Pricing o9ectives?]
[Product#'ervice#+rand development inde6 o9ectives?]
[8ew Product 4evelopment o9ectives?]
[.9ectives y customer#market segment?]
[Market share o9ectives?]
[=olume#=alue share o9ectives?]
[;our o9ectives y geographic market?]
[.9ectives for each distriution channel?]
[4o you also have non%fnancial o9ectives for e6ample employee satisfaction or
>nvironmental?]
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+. ,nsi*ht and -esearch - The
Marketing Plan
[What has insight from past activity told you?]
[What research programmes have een implemented?]
[What has research told you?]
[What other customer insight do you have?]
[What are your Marketing *nformation (ompanies telling you?]
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.. The tar*et audience % The
Marketing Plan
['o who will you e targeting? Which audience types#clusters#segments?]
[Where will you fnd them? .nline? <ented lists? Where?]
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/. The 0ar"etin* 1trate*y ? the product The
Marketing Plan
[What has product analysis told you?]
[What did your perceptual map tell you?]
[Where is each product in its lifecycle?]
[What new product development is planned#necessary#viale?]
[/ow will the launch we supported?]
The 0ar"etin* 1trate*y ? the price
The Marketing Plan
[What are your pricing o9ectives?]
[What pricing methods are you using? (ost Plus? 4emand ased? (ompetitor
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3
inde6ing?]
[What is your pricing strategy?]
[What discounts5 o,ers and allowances are uilt into the plan?]
The 0ar"etin* 1trate*y % y customer#geographic market
The Marketing Plan
[What is your strategy for each proftale customer segment or geographical market?]
The 0ar"etin* 1trate*y ? y distriution channel
The Marketing Plan
[What is your strategy y distriution channel "place#process$?]
[@eographical coverage?]
[4istriution channels#retailers?]
[Physical distriution?]
[>lectronic "e)g) wesite$ distriution?]
The 0ar"etin* 1trate*y ? the integrated communications plan The
Marketing Plan
[What is your communications strategy?]
[What is your 4irect Marketing plan?]
[The Promotional#o,er#incentive#added value plan?]
[The 4igital plan?]
[The P<#Pulicity plan?]
[The Aield Marketing#demonstration#sampling plan?]
[The 7dvertising#+rand awareness plan?]
[The 'ales force#Personal selling#Telemarketing plan?]
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2. The 0ar"etin* Bud*et % The
Marketing Plan
[What is your operational e6penses forecast?]
[What are your sales forecast?]
[What is your cost per customer contact?]
[What is the gross proft per unit sold?]
[What is your reak%even analysis?]
[What is the contriution margin?]
[What is your e6pected market share?]
[What is your e6pected net revenue?]
[What is your proposed Marketing +udget and how is it roken down into sections?]
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3. The 0ar"etin* ,mplementation 4lan % The Marketing
Plan
[What are the key re!uirements for the successful implementation of this plan?]
[What will e the responsiilities of particular people? Particular teams?]
[What e6ternal resources#suppliers#agencies will you need#e using?]
[What role will other internal departments have? "'ales)4ata5 Purchasing5 (ustomer
'ervices]
[What training is necessary? *s an incentive scheme needed?]
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[What is the overall @antt chart#Timing Plan for the year?]
[*s there a specifc campaign#marketing activity plan?]
[What marketing information#intelligence resources will you e using "e)g) T@*$?]
[What contingencies are included?]
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15. The 6valuation 1trate*y %
The Marketing Plan
[What roust evaluation#metrics plan is in place? .nline#.Bine]
[What testing plan is in place?]
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11. Appendices % The Marketing Plan
[Aor e6ample5 <eferences5 'wot 7nalysis5 Timing Plan5 <esearch]
>84
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