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Marketing Plan Formats(1)

By Brenda Tucker,2014-01-20 22:33
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Marketing Plan Formats(1)

    Marketing Plan Guidelines

The new marketing plan template introduces several new areas such as media schedules, tracking

    methods, Gannt charts with timelines, public relations, on-line marketing, alliances plus in-depth

    strategy, referencing with footnotes/endnotes, product segmentation, positioning grids and more.

    All future marketing plans should follow the revised format.

Title Page

     Discipline/product(s)

     Copyright

     Today’s Date

     Marketing Manager

Table of Contents

Executive Summary

     1-2 page overview of strategy and tactics

     Includes a summary of marketing goal and objectives

Situational Analysis - Marketing Strategy

     Introduction of product category with coverage of market, product and approaches

     Market Environment (select all those that are applicable)

     Environmental Issues

     Methodology trends

     Economic Issues

     Adoption calls (total and by state)

     Market potential

     Technological Issues

     Trends

     Platforms

     Concerns

     Social & Political Issues

     Adoption and Open territory concerns

     Competitive Environment

     Current Competitors

     Strengths and Weaknesses

     Potential future competitors

     Footnotes

    Market Segments

    Characteristics, wants of potential target customers

    Heterogeneous or Homogeneous approaches

     Specific heterogeneous segment differentiators

     How to identify and reach each segment

    Footnotes

    Product Offering

    Overview and Definition

    Organizational Strategy (multiple products)

     Product(s) Life Cycle

     Where is the product in its life cycle?

     Summary of tactics specific to products life cycle position

     Growth

     Market Penetration

     Product Development

     Market Development

     Diversification

     Consolidation

     Harvesting

     Pruning

     Retrenchment

     Divestment

    Market Size

     Target customer

     Total Potential Market

     Market Reach

     Major adoption opportunities with significant dates

    Market Share by (product and category)

     Current

     Expected

    Sales Forecast

     Potential revenue by units and revenue

     Methodology

     Historical projections

     Market share projections

    Growth Potential

    Keys to Gaining Market Share

    Product Positioning description and charts

     Segmentation positioning

    Competitive market positioning

     Strategic summary with year-end marketing goals and objectives

     Footnotes

Tactical Marketing Plan

     Overview of tactical objectives

     Marketing Mix

     Product

     Product description (include components)

     Major market issues

     Top 5 sales points

     Positioning statements why to buy

     Packaging Configuration

     2

     Publication Dates

    Required discipline and product research

     Footnotes

     Price

     Strategy and Approach

     Listing of core products with pricing

     Gratis

     Placement

     New methods to increase distribution

     Telemarketing

     OEM

     Direct response

     Pilots

     Promotions

     Overview, approach and rationale

     Advertising (Media schedules in appendix)

     Objectives and rationale

     Display

     Direct Response

     Tracking methodology & expected ROI

     Event Marketing

     Objectives and rationale

     Show schedules calendar Alliance activities

     National

     Regional

     Seminars and Roadshows

     Workshops & Task Force

     Pilot programs

     Sales training

     Promotions by event

     Initial themes

     Show ads

     Direct mail

     Pre-show

     Post-show

     Special events

     Tracking methodology & expected ROI

     Public Relations

     Objectives and rationale

     Crisis Avoidance

     Potential concerns

     Positioning statements

     Pro-active campaigns

     Editorial targets and schedule

     Product reviews

     Press tours

     3

     Case studies and white papers

     Testimonial retrieval and usage

     Branding and positioning contributions

     On-line Marketing

     Objectives and rationale

     Product pages

     Newsletters, Awards, Testimonials, etc.

     On-line promotions

     Site introduction campaigns

     Monthly and seasonal (back-to-school, etc.) promotions

     Business Development Alliances

     Objectives and rationale

     Opportunities and potential partners

     Partner collaboration plans

     Outside vendors

     Promotional alliance schedule

     Expected ROI

     Collateral Support Materials (premiums, brochures, catalogs, etc.)

     Overview

     Checklist of proposed materials

     Specific collateral pieces and strategic rationale

     Add

    Positioning statements

     Reviewers Guides

     Competitive Matrix comprehensive, top 25, top 5

Summary

Appendix

     Media Schedule

     Campaign overview

     Objectives and strategy

     Process

     Success Indicators and summary of tracking methods

    Analysis of past campaigns

     12 month media schedule for competitive products

     Filtered and rated media selection base

     12 month media schedule

     Display ads

     Event ads

     Direct response/mail campaigns

     Internet promotional schedule

     Number of Impressions graphs

     Gantt chart/detailed and sequential promotional plan of action

    See time line categories pick list

     General timeframes

     4

     Detail outline of strategic, product and promotional activities

     Resource Commitments product and department resource needs

     Manpower to address bandwidth constraints

     Outside contracts

     Training needs

     Equipment needs

     Additional resources

     Top 25 item Competitive Matrix

     Pricing schedules

     Gratis schedules

    Budget

    Marketing Plan PowerPoint presentation

     Marketing Plan Endnotes (unless footnoted or referenced throughout)

     5

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