Marketing Plan for

By
Division:
Group No:
Group Member Names :
MMS Year 2013
Company Profile
Executive Summary
A breif introduction of marketing plan
Analysis of our Past/Present
situation
Following are the Analysis of our product & services.
1) PESTO Business environment we operate
2) Market Analysis- Market Effectiveness
3) Competitive Analysis-to find out our direct, indirect, could be our competitors
and Quantitative Analysis to quantify our direct competition.
4) Segmentation: Quantitative, By need, By Loyalty
5) Marketing Mix : Our product mix, Place, Promotion and price.
6) SWOT Analysis : to ascertain our USPs
7) Positioning : to ascertain our average perception of products/services
USPs
Business Environment
P E S T O
As we Analyze current business environment, we effected by :
Political Environment
Economical
Banking, finance industry
Social
If ur in perfume industry,
Social environment plays a imp role.
Ex: trends
Technology
it industry
Others
Legal, Green
Ex: ecological
Present / Past Market Analysis
(Please calculate your own level of competitiveness for your product and services)
Level of competitiveness
Barriers to
entry and
Exit
Bargaining
Power of
Suppliers
Substitutes
Bargaining
power of
Customers
Issues on Grade of
1 to 10, let say we grade
as ---, level
of barrier
Level of barrier 9
Level of
Barrier 3
Level of barrier 3
0.4
i.e. 40%
Level of
importance
0.3
i.e. 30%
Level of
importance
0.1
i.e. 10%
Level of
importance
0.2
i.e. 20%
Level of
importance
0.6
2.7
0.3
2.8
6.4
Present/Past Competitive Analysis-
Qualitative
Define ur could be a competitor, if any
Indirect competitor, if any
Direct Competitor
Competitive Analysis with direct competitor of
Past/Present(define yours)
CSF : Quantitative way to Analyze numbers
knowhow
Attitude
Weight
(expert
opinion)
DA Result Result
1 to 10
Grade
1 to 10
Grade
0.2 (20%) 8 1.6 7 1.4
0.4 (40%) 7 2.8 9 3.6
0.4 (40%) 6 2.4 7 2.8
10 6.8 7.8
Communication
Level of competitiveness
Past/Present Segmentation (define
yours)
Market Segmentation is done by 2 ways :
1) By Book : Age, Gender, demographics and
2) By Need : User, Purchaser, Influencer, info-
gathering
Past/Present Segmentation (define
yours)
Segmenting by Loyalty.
Right to become customer
customer
consumer
A customer is a potential consumer
A customers who prefer a certain brand
Returning consumers
Loyal consumer
Pyramid of loyalty
Recommending consumer
Friends of business owners
Stakeholder /
Partner/shareholders
No Right to become a customer
Past/Present Marketing Mix
Define your product mix in the column
3 sub variable of our
product mix:
Physical Features
Brand
Quality of Services
Product Mix
Past/Present Marketing Mix (please mention your
pricing strategy)
Pricing
Product + price = marketing offer
Top to Bottom Price
Reverse Pricing
Skimming
Method of payment
Cash
Cheque
Discount
Credit
Past/Present Marketing Mix (please mention
your distribution strategy)
Marketing Distribution
Channel
Direct Channel
Indirect Channel
Place
Past/Present Marketing Mix (please
mention your promotional Mix)
Promotion
Advertisement
PR
Sales promotion
Conventions
Sponsorships
MARCOM
Marketing Communication also called Mass Communication
So there are 11 elements of products
Distribution Channel + market commn = marketing promotion
Past/Present Marketing Mix
Mention For Services if any
Past/Present Marketing Mix (please
mention your marketing mix)
Brand promotion 40% Indirect
distribution 20%
advertisement 30%
Price 10%
Cell size according to importance.
Past/Present SWOT
STRENGHTS (CAPTURE)
+
+
+
+
WEAKNESSES (OVERCOME)
-
-
-
-
OPPORTUNITIES (INVEST)
+
+
+
+
THREATS (IDENTIFY)
-
-
-
Past/Present Positioning (please mention your
product USP positioning)
1 2
3 4
1
2
3
4
USP 2 Comfort
USP 1 Flexibility of Schedule
INDIGO
JET
Mention your Direct COMPETITION
Mention about survey of SEGMENTATION
Mention USP from SWOT
EXAMPLE OF INDIGO AIRLINES, BUSINESS CLASS, MUMBAI TO DELHI
INDIGO
SPICE
JET
SPICE
Marketing Strategy for New Year
Marketing Plan (Please mention % in the boxes based on your concentration)
Our Obvious
Strategy
Product / Services
Existing
M
A
R
K
E
T
E
X
I
S
T
I
N
G
Y
loyal
consum
er
Penetration Strategy
Demand
Our Offer
New Product Development
Strategy
New Market Development
Strategy
Diversification Strategy
Marketing Strategic Planning
Based on our past analysis of Environmental Analysis, Market Analysis,
and Competitive Analysis find below our objective as :
Example of Restaurant business :
Next year we will develop two new seasonal lunch menus, mainly for our
existing customers (est. 60% of resources) , and in parallel promote the
existing dinner menu & upcoming lunch menus to students (est. 25% of
resources). Furthermore, we will operate a new home delivery service in
the last quarter of next year (est. 15% of efforts).
PESTO
Based on the new strategy, Please mention 2
important variable which has the maximum
impact to your business.
Desired Segmentation
Based on our past analysis and New Year Strategy, the Desired Segmentation
are :
Based mainly on the findings of the past year, segmenting existing
targeted audiences, the desired segmentation of existing and new
segments : Next year we will target
Desired Marketing mix
Based on our past analysis and New Year Strategy, the Desired Product
mix and marketing mix are :
Based mainly on the findings of the past year, proportional mapping of the
mix: Next year we will emphasize
TOWS Driven Objectives
SO WO
ST WT
OPPORTUNITIES
THREATS
STRENGHTS WEAKNESSES
INTERRELATING PAST AND PRESNT TO FUTURE OUR USPS ARE :
1)
2)
PAST/PRESENT
F
U
T
U
R
E
NEXT
YEAR
Position
Based on our past analysis, New Year Strategy, and Perceptual gaps based
on the findings of the past year : Next year we will highlight
Execution
1) Next year we may collaborate with the following companies :
2) Maintaining current situation : we try to maintain the current situation.
3) Developing new product/pricing or may not
Marketing activities (MARCOM/Distribution Channel)
Control
Control Bodies
Control Tools (reports, survey etc)
Milestones
Criteria for Success (Update)