1. Sections of a Marketing Plan
Learn the Acronym “ESOMIE “

2. Executive Summary
Summarizes the marketing plan and lists the highlights so an executive can tell if he wishes to look at the entire plan.
Marketing plans are very long and as the saying goes “Ain’t nobody got time for that.”
If an executive has several plans to look at, many times they judge the plans based on the summary that is provided. This is your chance to tell the boss why it is worth reading your marketing plan first!

3. SITUATIONAL ANALYSIS PART ONE
INTERNAL
Strengths
Weaknesses
EXTERNAL
Opportunities
Threats
The INTERNAL strengths and weaknesses and EXTERNAL opportunities and threats
that can effect the success of your company and its product.

4. Let’s Practice Product: iWatch INTERNAL Strengths Weaknesses EXTERNAL
Opportunities
Threats
S- Brand name, loyal customers W – Battery life, high price
O – Innovators and early adopters, young tech crowd, Christmas (seasonal promo)
T – Samsung, other smart phones

5. SITUATIONAL ANALYSIS PART TWO
Political
Economic
Society/Trends
Technology
Is there anything that can help or hurt your product or business in the areas of politics, the economy, socio-cultural demographics/trends, and technology?

6. OBJECTIVES
Financial (How much will you spend and make by a certain date?)
Marketing (Specific timeline for marketing events)
Make your objectives SMART!
Specific, measurable, attainable, results-oriented, and timely

7. Marketing Mix (4P’s+2) Product (Features, Benefits, USP)
Promotion (How/Why?)
Price (Justify your pricing strategy)
Penetration, prestige, competitor pricing
Placement (distribution – where will your products be sold? How will they get from the
warehouse to your store?)
People – How will your sales staff and employees act?
Process – Can anything be changed in your business process to improve your business?
Management style, employee training, machin technology, etc.

8. Don’t forget a feature/benefit table!
Product: Ski Jacket
Feature
Benefit
Thermal Interior
Keeps you warm while skiing
Lightweight Material
Easy to move on the slopes
Variety of colors
Can match to multiple ski outfits
Pocket for phone
Can get lost in music as you ski to the beat of your favorite song. Find others on the slopes.
Made by North Face
Matches other North Face clothing. People are brand loyal to North Face.

9. Implementation
WHO will do WHAT by WHEN?

10. Evaluation and Control
What are your performance standards?
How can you tell if your plan is a success?
Control - If your plan doesn’t work, how will you control your losses (what will you do to fix the problem?)

11. 5 Question Quiz What are the sections of a Marketing Plan?
What is an Environmental Scan
What are the 4(6) P’s of Marketing?
What is a performance standard and what section of the plan is it in?
What is a SWOT analysis?