Marketing Plan Template The following template is a suggestion on what you might consider to include in your summative presentation. That said, you should not just fill it in. Feel free to borrow the ideas, but ultimately produce your own original slide show that will complement your presentation.

Title Page  Your Name  Course Code  Date

Presentation Agenda  Preamble - why you chose your product/service  Part A – Current Marketing Analysis 4 P’s  Part B – Proposed Marketing Strategy 4 P’s

Background - Preamble  Reason 1 – (for choice)  Reason 2  Reason 3

PART A CURRENT PRACTICES Marketing Analysis  Product  Customer/Consumer  Competition  Branding  Price  Place  Promotion  Analysis

PRODUCT – CURRENT MARKETING PLAN  Discuss product concept, development, and history  What makes it unique (USP)  What needs or wants does it satisfy. Consumer/Customer buying behaviour  Discuss relevant Form, Information, Place, Time, Possession Utility factors  Benefit Analysis  Product Life Cycle

CONSUMER/CUSTOMER – CURRENT MARKETING PLAN  Description of Current Market Target Demographics Psychographics Geographics Product Use Statistics  Consumer Profile

COMPETITIVE MARKET - CURRENT MARKETING PLAN  Who are your current competitors Direct Competition Indirect Competition  Market Share Statistics  Competitive Advantages List Relevant Sustainable Competitive Advantages List Relevant Non-Sustainable Competitive Advantages

POSITIONING & BRANDING - CURRENT MARKETING PLAN  Product Mapping  Product Positioning List relevant positioning types  Branding Discuss Brand Strategy Logos Slogans

PRICING - CURRENT MARKETING PLAN  Cost Components  Margins  Pricing Strategies

CHANNELS OF DISTRIBUTION - CURRENT MARKETING PLAN  Distribution Logistics Discuss relevant issue in product transportation and handling  Distribution Channels Discuss relevant direct channels Discuss relevant indirect channels Discuss relevant ispecialty channels

ADVERTISING - CURRENT MARKETING PLAN  Print Ads (magazines, newspaper, posters)  Out of Home Media Signs (billboards, bus, shopping malls, washrooms, etc)  Direct To Home (mail, pamphlets, telemarketing, etc both targeted and aggregate campaigns)  Television  Radio  The Internet  Specialty Advertising  Viral, Guerrilla, non traditional – cutting edge methods

SALES PROMOTION - CURRENT MARKETING PLAN  Contests and Sweepstakes  Refunds And Rebates  Product Endorsements  Coupons  Samples  In Store promotions and displays

PUBLICITY & PUBLIC RELATIONS - CURRENT MARKETING PLAN  Media Relations Business Ethics Corporate citizen image, community involvement and contribution, social responsibility Employee relations  Publicity Strategies Managed publicity and PR

ANALYSIS  What’s done well Summarize current successful practices  What needs to be done better Summarize current practices that need to be improved/removed Segue for your proposal

PART B PROPOSED MARKETING STRATEGY  Market Research  SWOT Analysis  Product  Customer/Consumer  Competition  Branding  Price  Place  Promotion

MARKET RESEARCH  Primary Research List Techniques and methods used Findings & Conclusions  Secondary Research List/cite sources Findings & Conclusions

SWOT ANALYSIS  Strengths List strengths and related issues  Weaknesses List weaknesses and related issues  Opportunities List opportunities and related issues  Threats List threats and related issues

PRODUCT  Product innovations?  Product life cycle extensions?  Introduction of new products?  New Product use and applications?

CUSTOMER/CONSUMER  Support for existing target market?  Redefine existing target market?  Extend/enlarge Target market?  NEW TARGET MARKET PROFILE Demographics Psychographics Geographics Product Use Statistics

COMPETITIVE MARKET  Redefine Competition Direct Competition Indirect Competition  Competitive Advantages List Relevant Sustainable Competitive Advantages List Relevant Non-Sustainable Competitive Advantages  Market Share Goal

PRICING  Cost Components  Margins  Pricing Strategies

CHANNELS OF DISTRIBUTION  Distribution Logistics Discuss changes or modifications to product transportation and handling  Distribution Channels Discuss new channels of distribution Discuss modification of existing channels of distribution

ADVERTISING  Print Ads (magazines, newspaper, posters)  Out of Home Media Signs (billboards, bus, shopping malls, washrooms, etc)  Direct To Home (mail, pamphlets, telemarketing, etc both targeted and aggregate campaigns)  Television  Radio  The Internet  Specialty Advertising  Viral, Guerrilla, non traditional – cutting edge methods

SALES PROMOTION  Contests and Sweepstakes  Refunds And Rebates  Product Endorsements  Coupons  Samples  In Store promotions and displays

PUBLICITY & PUBLIC RELATIONS  Media Relations Discuss and changes or related issues  Publicity Strategies Discuss and changes or related issues

CONCLUSIONS  Recap your recommendations  Reemphasize significant proposals  Client buy-in