A Marketing plan - template

Company/Brand: Author [Type over to complete] [Type over to complete] Date of plan [Type over to complete] [Type over to complete]

1. The executive summary

The 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 financial value of achieving your planned result?] [What turnover and profit is predicted?] [What new or improved products or services are being planned?] [What is the desired timescale?] [What is the budget needed to deliver the plan?] [What are the potential conse uences !pluses"minuses# if the plan isn't implemented?] $$$$%$$$$ 2. The introduction Marketing Plan [&hould you include the 'ompany history here?] [What about the 'ompany organisation( &hould it be included here?] [What are the 'ompany's core competencies?] [)nclude a description of the product"service"brand!s# here(] [What is the 'ompany"*rand positioning?] [What is the *rand Promise?] [What's your Mission &tatement?] [What is your competitive advantage?] [What uni ue benefits can you offer your customers?] [What's the +&P?] [What is your proposition? )rresistible ,ffer?] $$$$%$$$$ . The current situation analysis ! macro environmental Marketing Plan [-ow does the state of the economy affect your plan?] [What legal issues are relevant to your plan?] [What government issues are relevant to your plan?] [What advances in technology will affect the plan?] [What ecological issues are relevant?] [What socio cultural issues are relevant?]

The

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[What changes to your suppliers"the supply chain are relevant?] The current situation analysis ! your mar"et place Marketing Plan The

[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 brand? 2irect competition? )ndirect competition?] [-ow has the competitive market changed since your last review?] [What are the barriers to prospects partaking in the *rand Promise?] [What would a &W,T analysis of the brand !product3 price3 place3 promotion# tell you?] [What would it tell you about e4ternal threats and opportunities3 internal strengths and weaknesses?] The current situation analysis ! your customers/prospects Marketing Plan The

[What has profiling your customers told you?] [Who are your most profitable customers"segments"clusters?] [What are the recognisable characteristics a typical profitable customer?] [Why are your customers buying the brand? )s this changing?] [5re customers receiving the ideal brand"customer e4perience?] [Where is each target audience segment in their customer lifecycle?] [What customer insight do you have from research?] [2oes the brand positioning change for each audience segment?] [What would a recency3 fre uency3 value customer analysis from the database tell you?] [What do you know about the brand'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 be the primary"secondary target audiences for this year's marketing?] The current situation analysis ! your #rand$s% Marketing Plan The

[2oes the brand's current positioning need to adapt to market conditions? To brand changes?] [2oes the brand need to move on in terms of value? Tone? Personality?] [What's the brand's ambition for this year? 6e4t year? -ow can you get there?] [-ow might"should the brand promise change?] [-as the brand e uity been measured recently? !brand loyalty3 awareness3 purchase intention3 etc] The current situation analysis ! your office/team mem#ers Marketing Plan [What was last year's budget?] [What resources do you have?] [People"Marketing Team?] [Time"skills available"needed?] -ow will www(MarketingMentor(net help to increase skills"deliver training ob7ectives? $$$$%$$$$ &. 'our o#(ectives and )oals Marketing Plan The

The

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-ow will the following deliver your *usiness ,b7ectives8 [9our Marketing 'ommunications ob7ectives?] [5dvertising ob7ectives?] [2irect Marketing ob7ectives?] [Promotional ob7ectives?] ['ommunication"P:"Publicity ob7ectives?] [Pricing ob7ectives?] [Product"&ervice"*rand development inde4 ob7ectives?] [6ew Product 2evelopment ob7ectives?] [,b7ectives by customer"market segment?] [Market share ob7ectives?] [;olume";alue share ob7ectives?] [9our ob7ectives by geographic market?] [,b7ectives for each distribution channel?] [2o you also have non$financial ob7ectives for e4ample employee satisfaction or <nvironmental?] $$$$%$$$$ *. +nsi)ht and ,esearch The Marketing Plan [What has insight from past activity told you?] [What research programmes have been implemented?] [What has research told you?] [What other customer insight do you have?] [What are your Marketing )nformation 'ompanies telling you?] $$$$%$$$$ -. The tar)et audience $ Plan [&o who will you be targeting? Which audience types"clusters"segments?] [Where will you find them? ,nline? :ented lists? Where?] $$$$%$$$$ .. The /ar"etin) 0trate)y = the product Plan [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"viable?] [-ow will the launch we supported?] The /ar"etin) 0trate)y = the price Marketing Plan The

The Marketing

The Marketing

[What are your pricing ob7ectives?] [What pricing methods are you using? 'ost Plus? 2emand based? 'ompetitor inde4ing?] [What is your pricing strategy?] [What discounts3 offers and allowances are built into the plan?] The /ar"etin) 0trate)y $ by customer"geographic market Marketing Plan [What is your strategy for each profitable customer segment or geographical market?] The

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The /ar"etin) 0trate)y = by distribution channel Marketing Plan [What is your strategy by distribution channel !place"process#?] [>eographical coverage?] [2istribution channels"retailers?] [Physical distribution?] [<lectronic !e(g( website# distribution?] The /ar"etin) 0trate)y = the integrated communications plan Plan [What is your communications strategy?] [What is your 2irect Marketing plan?] [The Promotional"offer"incentive"added value plan?] [The 2igital plan?] [The P:"Publicity plan?] [The ?ield Marketing"demonstration"sampling plan?] [The 5dvertising"*rand awareness plan?] [The &ales force"Personal selling"Telemarketing plan?] $$$$%$$$$ 1. The /ar"etin) Bud)et $ Plan

The

The Marketing

The Marketing

[What is your operational e4penses forecast?] [What are your sales forecast?] [What is your cost per customer contact?] [What is the gross profit per unit sold?] [What is your break$even analysis?] [What is the contribution margin?] [What is your e4pected market share?] [What is your e4pected net revenue?] [What is your proposed Marketing *udget and how is it broken down into sections?] $$$$%$$$$ 2. The /ar"etin) +mplementation 3lan $ The Marketing Plan [What are the key re uirements for the successful implementation of this plan?] [What will be the responsibilities of particular people? Particular teams?] [What e4ternal resources"suppliers"agencies will you need"be using?] [What role will other internal departments have? !&ales(2ata3 Purchasing3 'ustomer &ervices] [What training is necessary? )s an incentive scheme needed?] [What is the overall >antt chart"Timing Plan for the year?] [)s there a specific campaign"marketing activity plan?] [What marketing information"intelligence resources will you be using !e(g( T>)#?] [What contingencies are included?] $$$$%$$$$ 14. The 5valuation 0trate)y $ The Marketing Plan [What robust evaluation"metrics plan is in place? ,nline",ffline] [What testing plan is in place?]

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$$$$%$$$$ 11. Appendices $ [?or e4ample3 :eferences3 &wot 5nalysis3 Timing Plan3 :esearch] The Marketing Plan

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