Marketing Communication Project: Outline and Guidelines

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MARKETING COMMUNICATIONS PLAN CONTENTS & OUTLINE
COVER PAGE (as shown above)
EXECUTIVE SUMMARY (discuss project-focused highlights below in at least 2 pages but not more than 3 pages)

Short background of the study/project

Brief description of the product / offering, target market and market share (% & volume) 
Promotions mix highlights and budget cost

Conclusion / Recommendation
ACKNOWLEDGMENT
TABLE OF CONTENTS (by major title and subtitle with page numbers) LIST OF TABLES and FIGURES (with titles and page numbers)
I.
INTRODUCTION (at least 3 pages)
A. The Company – nature of business operations and target markets B. Market Offering - current product lines and branding
1. Product (characteristics, attributes, features, quality, image; include pictures, etc) 2. Value proposition (differentiation aspects / benefits / Why should the product be bought?)
II. ENVIRONMENTAL SCANNING
A. Industry Analysis
1. Industry Definition and Drivers
2. Industry Players (companies, market size)
3. Market Competition (brands, distribution, differentiation) 4. Competitive Assessment (competitive profile matrix )
5. Key Success Factors
B. Internal & External Environmental Analysis
1. Changes In Macro-Environmental Factors (demographics, economics, technology, political-legal, culture, nature)
2. Task Environmental Analysis (Porter’s 5-Forces Model of Competition) 3. SWOT Analysis / TOWS Matrix
III. STRATEGY FORMULATION
A. Vision, Mission, Values & Objectives (strategic & financial) B. Generic Strategy, Supplementing Strategies and Functional Strategies C. Marketing Goals & Targets
IV. MARKETING STRATEGY
A. Target Marketing
1. Segmentation (define the market and its segments, quantify market size, show segmentation variables, and cite sources of data)
2. Targeting (justify choosing the target segment / quantify potential sales volume and target market share)
3. Positioning (positioning statement, unique selling proposition) B. Marketing Mix
1....
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