Marketing Plan Template

Company/Brand:

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Author

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Date of plan

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 The

1. The executive summary Marketing Plan

[What is the desired result for this plan?] [What's increase in sales or market share are you planning to achieve?] [What is the nancial value of achieving your planned result?] [What turnover and prot is predicted?] [What new or improved products or services are eing planned?] [What is the desired timescale?] [What is the udget needed to deliver the plan?] [What are the potential conse!uences "pluses#minuses$ if the plan isn't impleme nted?] %%%%&%%%%  The

2. The introduction Marketing Plan [hould you include the (ompany history here?] [What aout the (ompany organisation) hould it e included here?] [What are the (ompany's core competencies?] [*nclude a description of the product#service#rand"s$ here)] [What is the (ompany#+rand positioning?] [What is the +rand Promise?] [What's your Mission tatement?] [What is your competitive advantage?] [What uni!ue enets enets can you o,er your customers?] customers?] [What's the -P?] [What is your proposition? *rresistile .,er?] %%%%&%%%%

. The current situation analysis ! macro environmental Marketing Plan [/ow does the state of the economy a,ect your plan?] [What legal issues are relevant to your plan?] [What government issues are relevant to your plan?] [What advances in technology will a,ect the plan?] [What ecological issues are relevant?] [What socio cultural issues are relevant?] [What changes to your suppliers#the supply chain are relevant?]

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 The

The current situation analysis ! your mar"et place  The Marketing Plan [What are the market demographics?] [What are the relevant key trends in your market?] [Where is the market growth strongest? Why?] [Who#what is the main competition to the rand? 4irect competition? *ndirect competition?] [/ow has the competitive market changed since your last review?] [What are the arriers to prospects partaking in the +rand Promise?] [What would a W.T analysis of the rand "product5 price5 place5 promotion$ tell you?] [What would it tell you aout e6ternal threats and opportunities5 internal strengths and weaknesses?]

The current situation analysis ! your customers/prospects  The Marketing Plan [What has proling your customers told you?] [Who are your most protale customers#segments#clusters?] [What are the recognisale characteristics a typical protale customer?] [Why are your customers uying the rand? *s this changing?] [7re customers receiving the ideal rand#customer e6perience?] [Where is each target audience segment in their customer lifecycle?] [What customer insight do you have from research?] [4oes the rand positioning change for each audience segment?] [What would a recency5 fre!uency5 value customer analysis from the dataase tell you?] [What do you know aout the rand's level of customer loyalty?] [What are the churn rates?] [What success have you had cross selling or upselling?] [What media channels have you tested? Which do they trust#use#respond to?] [What marketing activity has delivered a return%on%investment?] [Which segments should e the primary#secondary target audiences for this year's marketing?]

The current situation analysis ! your #rand$s% Marketing Plan

 The

[4oes the rand's current positioning need to adapt to market conditions? To rand changes?] [4oes the rand need to move on in terms of value? Tone? Personality?] [What's the rand's amition for this year? 8e6t year? /ow can you get there?] [/ow might#should the rand promise change?] [/as the rand e!uity een measured recently? "rand loyalty5 awareness5 purchase intention5 etc]

The current situation analysis ! your o&ce/team mem#ers  The Marketing Plan [What was last year's udget?] [What resources do you have?] [People#Marketing Team?] [Time#skills availale#needed?]

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/ow will www)MarketingMentor)net help to increase skills#deliver training o9ectives? %%%%&%%%%  The

'. (our o#)ectives and *oals Marketing Plan

/ow will the following deliver your +usiness .9ectives: [;our Marketing (ommunications o9ectives?] [7dvertising o9ectives?] [4irect Marketing o9ectives?] [Promotional o9ectives?] [(ommunication#P<#Pulicity o9ectives?] [Pricing o9ectives?] [Product#ervice#+rand development inde6 o9ectives?] [8ew Product 4evelopment o9ectives?] [.9ectives y customer#market segment?] [Market share o9ectives?] [=olume#=alue share o9ectives?] [;our o9ectives y geographic market?] [.9ectives for each distriution channel?] [4o you also have non%nancial o9ectives for e6ample employee satisfaction or >nvironmental?] %%%%&%%%%  The

+. ,nsi*ht and esearch Marketing Plan [What has insight from past activity told you?] [What research programmes have een implemented?] [What has research told you?] [What other customer insight do you have?] [What are your Marketing *nformation (ompanies telling you?] %%%%&%%%%

. The tar*et audience % Marketing Plan

The

[o who will you e targeting? Which audience types#clusters#segments?] [Where will you nd them? .nline?
. The 0ar"etin* trate*y  the product Marketing Plan

The

[What has product analysis told you?] [What did your perceptual map tell you?] [Where is each product in its lifecycle?] [What new product development is planned#necessary#viale?] [/ow will the launch we supported?]

The 0ar"etin* trate*y  the price  The Marketing Plan [What are your pricing o9ectives?] [What pricing methods are you using? (ost Plus? 4emand ased? (ompetitor

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inde6ing?] [What is your pricing strategy?] [What discounts5 o,ers and allowances are uilt into the plan?]

The 0ar"etin* trate*y % y customer#geographic market  The Marketing Plan [What is your strategy for each protale customer segment or geographical market?]

The 0ar"etin* trate*y  y distriution channel  The Marketing Plan [What is your strategy y distriution channel "place#process$?] [@eographical coverage?] [4istriution channels#retailers?] [Physical distriution?] [>lectronic "e)g) wesite$ distriution?]

The 0ar"etin* trate*y  the integrated communications plan Marketing Plan

The

[What is your communications strategy?] [What is your 4irect Marketing plan?] [The Promotional#o,er#incentive#added value plan?] [The 4igital plan?] [The P<#Pulicity plan?] [The Aield Marketing#demonstration#sampling plan?] [The 7dvertising#+rand awareness plan?] [The ales force#Personal selling#Telemarketing plan?] %%%%&%%%%

. The 0ar"etin* Bud*et % Marketing Plan

The

[What is your operational e6penses forecast?] [What are your sales forecast?] [What is your cost per customer contact?] [What is the gross prot per unit sold?] [What is your reak%even analysis?] [What is the contriution margin?] [What is your e6pected market share?] [What is your e6pected net revenue?] [What is your proposed Marketing +udget and how is it roken down into sections?] %%%%&%%%%

3. The 0ar"etin* ,mplementation 4lan % Plan

The Marketing

[What are the key re!uirements for the successful implementation of this plan?] [What will e the responsiilities of particular people? Particular teams?] [What e6ternal resources#suppliers#agencies will you need#e using?] [What role will other internal departments have? "ales)4ata5 Purchasing5 (ustomer ervices] [What training is necessary? *s an incentive scheme needed?]

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[What is the overall @antt chart#Timing Plan for the year?] [*s there a specic campaign#marketing activity plan?] [What marketing information#intelligence resources will you e using "e)g) T@*$?] [What contingencies are included?] %%%%&%%%%

15. The 6valuation trate*y %  The Marketing Plan [What roust evaluation#metrics plan is in place? .nline#.Bine] [What testing plan is in place?] %%%%&%%%%

11. Appendices %

The Marketing Plan

[Aor e6ample5
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