Central topic

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Marketing Plan

Marketing Program

Distribution Strategy

new method

increased volume

achieved

present method

Promotion Strategy

Price Strategy

Break even Analysis

position

vs potential substitutes

Product Strategy

packaging

quality

achievement

how

unique

Parts 1 to 6

sets the stage

marketing mix

Financial Data and Projections

5 year Projections

Profits

Operating

Gross

net sales

judgement forecast

Past Sales Revenues

graphs

Implementation Plan

Gantt Charts

tactical decisions

responsibilities

deadlines

HOW

plans

to

results

Evaluation & Control

Contingency Plan

Comparison

sales

actual

vs

projected

Appendices

Rules

layout

design

presentation

care

suoerlatives

positive

direct

professional

appropriate

terms

business

active voice

present tense

headings

subheadings

bullets

emphasis

succinctness

visuals

illustrations

pictures

charts

pages

15-35

Purpose

Conveys

aspirations

ideas

analysis

Roadmap

marketing activities

context

scope

TOC

Product Market Focus

Positioning

communicates

clearly

POD

prospective customers

Points of Differnece

uniqueness

vs competitors

Target Markets

Product-Market Matrix

specific

niches

Marketing & Product Objectives

planned

targets

measured

chances

increased

Situational Analysis

Customer

insights

trends

characteristics

WHO

demographics

Company

enablers

success

strengths

Competitors

provide

confidence

plan

solid

foundation

marketing strategies

realistic understanding

Industry

backdrop

customers

competition

SWOT

Snapshot

where

company

is

solid foundation

spingboard

actions

Strategic Focus and Plan

Core competency

Sustainable competitive advantage

Goals

Financial

public offering

profit

growth

Non-financial

top

product line

target market share

image

Mission Statement

focuses

activities

stakeholder

Direction

consistent

marketing plan actions

Company Description

Recent

successes

history

Executive Summary

sells

brevity

clarity

2 pages

max