MARKETING PLAN OUTLINE

 

a.  In this, limited to no more than 2 pages:

                                                               i.      Identify product/services and need it will fulfill

                                                             ii.      Identify how much you estimate revenues to be as a result of following your plan

                                                            iii.      What is the uniqueness/competitive advantage of your product

                                                           iv.      What will be the major message you will communicate

                                                             v.      How much will your plan cost to complete

 

 

I.          Introduction and Background.

a.   Why you selected the project.

b.       What attracted you to this particular organization?

 

II.                  Business Review (Note: information in CH's 1&2 to be applied- use CH.2 for examples)

- see pages 2-4 in text

- do step 1, A B C 

- do step 2, a.2; b.1, 2, 3; c. 1.a;

d.      Describe key trends that affect your company

e.      Describe current distribution strategy

f.        Describe current pricing strategy

g.      Describe competitive situation and key competitive facts

Do step 3, A and B Describe current target market

c.       Describe current attributes

d.      Describe any buying habit influences and whether loyalty is a factor

[You may use the worksheets on pps.53-92 for assistance/information]

 

III.                Analysis of Problems and Opportunities

a.      Using the worksheet on p.99, what problem areas does your company have?

b.      What are some opportunity areas?

c.       Identify any research you might have to do. 

d.      Identify whether you will use primary and/or secondary research.

 

IV.               Prepare Objectives

a.      Identify your target market objectives

b.      Identify your marketing objectives  (pps.134-135)

c.       Identify your sales objectives  (use worksheets on pps.109-114)

[Use worksheets on pps 137-142]

 

V.                 Prepare Your Positing Strategy

a.      Which method did you use? (Use p.154 to assist in writing this statement.  Use worksheets on pps.155-157 for analysis)

b.      Explain why you are pursuing this position.

 

VI.               Prepare Strategy Positions

a.      From the list of 18 on p.159, prepare 3-5 sentence strategy summaries.  For each one that is applicable to your company.

 

VII.              Develop a Communication Model

a.      Prepare a communication model defining each of the components with 2-4 sentence descriptions.

b.      Prepare your major communication objectives.  Be specific in your forecast.

 

VIII.           Develop your Product and Branding Plan

a.      Identify your product objectives and strategies

b.      What are your branding objectives

c.       What is your packaging plan

d.      Explain your actions

   

IX.               Define your Pricing Strategies

a.      What are your objectives or strategies

b.      Explain your major pricing considerations (see pps. 207-208)

c.       Explain your actions

 

X.                 Prepare a Distribution Plan

a.      What are your key considerations?

b.      Identify your objectives and strategies

c.       Explain your actions

 

XI.               Marketing Communication Plan

a.      Develop a media plan. (CH.14)

Answer questions for task 2, p.248.  Prepare responses to task 3, p.258.  Explain media choices and calendar; use plan format on pp.266-267

b.      Promotion and Events plan (CH.13)

                                                               i.      Explain how your will deal with the 5 keys on pp.223-224

                                                             ii.      State objectives for a promotion program (p.227)

                                                            iii.      Identify some events you could use for promotion (pp.232-234)

c.       Personal Selling and Service Plan (CH. 12)

                                                               i.      Explain how you will use personal selling

                                                             ii.      Give a 2-3 sentence explanation for each applicable item on p.219

                                                            iii.      Identify specific strategies

d.      Advertising Plan (CH.14)

                                                               i.      Identify your advertising objectives.

                                                             ii.      Prepare strategy statements for each choice.  Pay particular attention to format on p.244

                                                            iii.      What are you media choices

                                                           iv.      Explain your media mix

                                                             v.      Prepare a media schedule (use formats on pps.266-267)

e.      Merchandising Plan (If appropriate)   (CH16)

                                                               i.      Prepare responses to task 1 and task 2 on p.272

f.        Publicity Plan (CH. 17)

                                                               i.      What are your PR objectives

                                                             ii.      What kind of PR events will you do

XII.             Budget

a.      Prepare a line item budget format along the lines shown on p.291.  Show the dollar amount you plan to spend on each item for each month for 12 months

b.      Prepare a revenue forecast for each month.  Show your expected net (loss)

 

XIII.           Calendar

a.      Prepare a one-page calendar of activities for 12 months.  (Thompson to provide format)

 

XIV.          Identify implementation control Evaluation Procedures

a.      List the resources necessary to implement your plan

b.      List you major control tools

c.       Detail your evaluation process (when you will evaluate, frequency, what will be covered)