1. MARKETING PLAN ELEMENTS OF MARKETING PLAN PROCESS OF MARKETING PLANNING MARKET PLAN REPORT

2. MARKETING PLAN Elements of a Marketing Plan I.Description of Product or Service - describe your product or service - emphasize special features, i.e., the selling points II.Description of Competitors - market research data - demand for product or service - nearest direct and indirect competitors - strengths and weaknesses of competitors - assessment of how competitors businesses are doing - description of the unique features of your product or service - similarities and dissimilarities between your product or service and competitors III.Description of the Target Market - age - sex - profession - income level - educational level - residence.

3. MARKETING PLAN IV. Marketing Budget - advertising and promotional plan - costs allocated for advertising and promotions - advertising and promotional materials - list of advertising media to be used and an estimate of cost for each medium V. Description of Location - description of the location - advantages and disadvantages of location VI. Pricing Strategy - pricing techniques and brief description of these techniques - retail costing and pricing - competitive position - pricing below competition - pricing above the competition - price lining - multiple pricing (for service businesses only) - service components - material costs - labor costs - overhead costs

4. MARKETING PLAN A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use.

5. MARKETING PLAN 1 The marketing planning process –1.1 Corporate mission –1.2 Corporate vision –1.3 Objectives for non-profit-making organizations –1.4 Marketing audit –1.5 Analysis –1.6 Marketing objectives –1.7 Emergent strategy –1.8 Marketing strategies –1.9 Detailed plans and programmes 2 Content of the marketing plan –2.1 Small business –2.2 Medium-sized and large organizations

6. MARKETING PLAN 3 Measurement of Progress 4 Performance analysis 4.1 Sales analysis 4.2 Market share analysis 4.3 Expense analysis 4.4 Financial Analysis 4.5 Use of Marketing Plans 5 Budgets as Managerial Tools 5.1 Approaches to budgeting

7. MARKETING PLAN Content of the marketing plan typically includes: Title page Executive Summary Current Situation - Macroenvironment –economy –legal –government –technology –ecological –sociocultural –supply chain Current Situation - Market Analysis –market definition –market size –market segmentation –industry structure and strategic groupings –competition and market share –competitors' strengths and weaknesses –market trends Current Situation - Consumer Analysis nature of the buying decision –participants demographics –psychographics –buyer motivation and expectations loyalty segments

8. MARKETING PLAN Curent Situation - Internal –company resources –financial –people –time –skills –objectives –mission statement and vision statement –corporate objectives –financial objective –marketing objectives –long term objectives –description of the basic business philosophy –corporate culture –Summary of Situation Analysis –external threats –external opportunities –internal strengths –internal weaknesses –Critical success factors in the industry –our sustainable competitive advantage

9. MARKETING PLAN Marketing research –information requirements –research methodology –research results –Marketing Strategy - Product –product mix –product strengths and weaknesses –perceptual mapping –product life cycle management and new product development Brand name, –brand image, and brand equity –the augmented product –product portfolio analysis Marketing Strategy - segmented marketing actions and market share objectives –by product, –by customer segment, –by geographical market, –by distribution channel

10. MARKETING PLAN. Marketing Strategy - Price –pricing objectives pricing method (eg.: cost plus, demand based, or competitor indexing) –pricing strategy (eg.: skimming, or penetration) –discounts and allowances –price elasticity and customer sensitivity –price zoning –break even analysis at various prices Marketing Strategy - promotion –promotional goals –promotional mix –advertising reach, frequency, flights, theme, and media –sales force requirements, techniques, and management –sales promotion –publicity and public relations –electronic promotion (eg.: Web, or telephone) –word of mouth marketing (buzz) –viral marketing

11. MARKETING PLAN Marketing Strategy - Distribution –geographical coverage –distribution channels –physical distribution and logistics –electronic distribution –Implementation –personnel requirements assign responsibilities –give incentives –training on selling methods –financial requirements management information systems requirements –month-by-month agenda PERT or critical path analysis –monitoring results and benchmarks –adjustment mechanism –contingencies (What if's) –Financial Summary –assumptions –pro-forma monthly income statement –contribution margin analysis –breakeven analysis –Monte Carlo method ISI: Internet Strategic Intelligence Scenarios –Prediction of Future Scenarios Plan of Action for each Scenario Appendix –pictures and specifications of the new product –results from research already completed