Marketing Plan
Executive Summary
2 pages
max
sells
clarity
brevity
Company Description
Recent
history
successes
Strategic Focus and Plan
Direction
consistent
marketing plan actions
Mission Statement
focuses
activities
stakeholder
Goals
Non-financial
image
target market share
product line
top
Financial
growth
profit
public offering
Core competency
Sustainable competitive advantage
Situational Analysis
SWOT
solid foundation
spingboard
actions
Snapshot
where
company
is
Industry
backdrop
competition
customers
Competitors
realistic understanding
marketing strategies
provide
confidence
plan
solid
foundation
Company
strengths
marketing strategies
enablers
success
Customer
characteristics
demographics
WHO
insights
trends
Product Market Focus
Marketing & Product Objectives
success
chances
increased
planned
targets
measured
Target Markets
specific
niches
Product-Market Matrix
Points of Differnece
uniqueness
vs competitors
Positioning
communicates
clearly
POD
prospective customers
TOC
Purpose
Roadmap
marketing activities
scope
context
Conveys
analysis
ideas
aspirations
Rules
pages
15-35
visuals
charts
pictures
illustrations
headings
subheadings
bullets
succinctness
emphasis
present tense
active voice
business
professional
appropriate
terms
direct
positive
specific
suoerlatives
layout
design
presentation
care
Appendices
Evaluation & Control
Comparison
sales
actual
vs
projected
actions
appropriate
Contingency Plan
Implementation Plan
HOW
plans
to
results
Gantt Charts
deadlines
responsibilities
tactical decisions
Financial Data and Projections
Past Sales Revenues
graphs
5 year Projections
judgement forecast
net sales
Profits
Gross
Operating
Marketing Program
Parts 1 to 6
sets the stage
marketing mix
actions
Product Strategy
product line
quality
unique
achievement
how
packaging
Price Strategy
clarity
position
vs potential substitutes
Break even Analysis
Promotion Strategy
Distribution Strategy
present method
new method
increased volume
achieved