MARKETING PLAN

MEGA SARDINES
CRAYOLA
RUSTY LOPEZ
TORQUE MOBILE

I.

EXECUTIVE SUMMARY
The executive summary outlines the who, what , where, when , how, and why of the
marketing plan

II.

BRAND PROFILE
The brand profile summarizes the history (manufacturer), how it was founded and by
whom, what its products are, and why they are unique.

III.

MAKETING OBJECTIVES
Identify the marketing objectives of the brand

IV.

SITUATIONAL ANALYSIS
A. Industry Analysis
Use the PEST model to analyze the industry (POLITICAL, ECONOMY, SOCIO
CULTURAL, TEHCNOLOGICAL)
B. SWOT Analysis

List in a table your companys key internal strengths and weaknesses, the
threats it faces and the opportunities that the market presents. Elements
discussed above (e.g. competitive advantage) should be present in this table

V.

MARKETING STRATEGY
A. Market Segmentation
Identify and discuss the profile of the target market. List the most pertinent
segmentation dimensions for your market (e.g. demographics, behaviors,
geographic regions, purchase habits, resistance to change, adopter categories
[innovators, early adopters, early majority, late majority, laggards), familiarity with
or access to technology, etc.)

B. Positioning

C. Describe the companys unique selling proposition and how you

differentiate yourself from your competitors
D. Provide companys positioning strategy or positioning strategy per product
or per product family. Provide slogan or positioning statement for company
and per product. Positioning strategies can be based on the following:

Product attributes
Product benefits
Customer usage occasions/patterns
Users
Direct comparison to competitor
Avoiding competitors
Product classes

C. Branding
Provide branding strategies based on positioning.
Detail the brand name and elements
Company and product logo/slogan
Brand identity, personality and associations
Brand names (trademarks)
Packaging
VI.

MARKETING PROGRAMS
A. Product
Identity main product line and sub-product lines
Identify key product attributes (e.g. features, quality, wide or deep product
assortment, packaging, trust/warranty, etc.) that will be or have been
implemented in response to target markets needs and according to
marketing strategy
Provide product name, description, functionality, features and benefits
A Pricing
Describe how selling price will be determined
Describe pricing strategy (e.g. market-skimming pricing, market
penetration pricing, lowest price provider, geographic pricing, bundling of
products, etc.) and how it relates to overall marketing strategy
C. Distribution (Place)
Specify the role of distribution as it applies to the marketing strategy (e.g. exclusive
distribution, penetrate the whole market, selective distribution)
Identify geographical or sales territories to be covered
Specify the type of distribution channel(s) (e.g. direct/indirect/personal selling,
number and type of intermediaries [retailer, wholesaler, distributors, agents])
D. Promotion
Identify and describe the push and pull promotion strategies of the brand.

VII.

COMPETITOR ANALYSIS

A. Direct Competitors
Identify 2 direct competitors and 1 indirect commpetitor. Use the
Competitive Profile Matrix. List 5 key factors as basis for comparison

B. Competitive Advantage
Describe your competitive capabilities, resources and competitive
advantage(s)
Compare your core competencies in relation to that of competitors