Marketing Plan Guidance
Think of an existing product or, think of a new or modification of an existing product. Before starting on your written plan, you should think about the following questions: 1. What is the product or service you are selling?
2. Who is your market that will buy the product or service?
3. What need does the above market have for your product or service? 4. What is the basic message that you would like to send to this market in regards to your product? 5. What is the best way of getting in contact with your projected market? (i.e.- T.V, Radio, Print, Online) After answering the above questions you will ready to start on your marketing plan. When answering question five keep in mind your budget limitations.Follow the template below using your answers to the above questions as a guide.
The Executive Summary can be taken straight from the business plan or it can be newly written for the marketing plan. Below is a suggested list of things to be included. Description of the Company
The description of the company should include a brief summary of the company including when it was founded and some general details about your company. It should not be more than about 10 lines and should not go into too much detail about the company’s mission or products and services as this comes later in the Executive Summary.
This should not be anything new and should be taken directly from the Business Plan. Most companies have mission statements from day one and this should be included on all marketing plans. Products and Services
The information in this category could vary depending on the purpose of the plan. If this is a company wide marketing plan, then all products and services should be listed briefly giving a good description of what each of them can provide. If this marketing plan were specific to a product, then a description in more detail would better suit the marketing plan.
This section should also come straight from the business plan and give a brief description of the financial outlook of the company and what effects may arise if the marketing is not successful. You should not discuss financial plans for the marketing program in this section of the document.
Strategic Focus and Plan
Not to be confused with the Company Mission, this statement is what you would like to get out of the marketing plan. If this is a marketing plan for a single product, then this statement should state what your company expects out of the product and they plan to achieve this. Objectives
The objectives of the marketing for the particular product, service or company should be outlined in this section. If one of the objectives is to make 50,000 people aware of your new product then this is something that should be included in your objectives. You can also include company objectives in this section if they are directly affected by your marketing. For instance, if your goal is to make one million dollars in sales the first year, then this is an objective that comes in direct contact with the marketing program.
Here is where you need to outline the competitive environment of your market. This would include any competitors whether they are in direct or indirect competition. SWOT Analysis
The SWOT analysis goes here.
This section differs from the competitive environment as it describes more in-depth how you plan to effectively market against the competition. This section should outline direct competition's weaknesses and how you plan to capitalize on these weaknesses to grab the market share. .
Market Product Focus
These objectives can work in two different ways depending on what type of marketing plan you are writing. If you are writing a company wide marketing plan, then this section would outline all of the objectives you wish to attain...
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