Marketing Plan Format

FORMAT OF A MARKETING PLAN

1. Executive Summary
2. Current Situation – Macro environment

 Economic
 Legal
 Political
 Technological
 Socio cultural
3. Current Situation - Market Analysis

 Market definition
 Market size
 Industry structure and strategic groupings
 Porter 5 forces analysis
 Competition and market share
 Competitors' Strengths And Weaknesses

 Market trends
 Current Situation — Consumer Analysis
 Nature of the buying decision
 Participants
 Demographics

 Psychographics
 Buyer motivation and expectations
4. Current Situation — Micro Environment
 Company resources
 Financial
 People
 Skills
 Objectives
 Mission statement and vision statement
 Corporate objectives
 Financial objective
 Marketing objectives
 Long term objectives
 Description of the basic business philosophy
 Corporate culture
5. Market Segmentation
 Bases of Segmentation
 Types of Segments
6. Targeting
7. Positioning
 Perceptual Mapping
 Type of Positioning
8. Marketing Strategy - Product
 Product mix
 Product Life Cycle Management and new product development

 Brand name, brand image, and brand equity

 The augmented product
 Product portfolio analysis (B.C.G. Analysis)

9. Marketing Strategy - Price
 Pricing objectives
 Pricing method (e.g.: cost plus, demand based, or competitor indexing)
 Pricing strategy (e.g.: skimming, or penetration)
 Discounts and Allowances
 Price Elasticity
10. Marketing Strategy - Promotion
 Promotional goals
 Promotional mix
 Advertising (reach, frequency, flights, theme, and media)
 Sales force requirements, techniques, and management
 Sales promotion
 Publicity and public relations
 Electronic promotion (e.g.: Web, or telephone)
 Word of mouth marketing (buzz)
 Viral marketing
11. Marketing Strategy - Distribution
 Geographical coverage
 Distribution channels
 Physical distribution and logistics
 Electronic