SCHOOL OF MANAGEMENT

Entrepreneurial Management Program

NBV 2a: THE MARKETING PLAN

(NLLv01.1920)

I. Introduction / Background

A. Business / Product Concept

B. Business Model

II. Market Environment

(refers to your immediate micro environment)

A. Target Market / Customer Segment

B. Market Size / Demand
C. Relevant Market Characteristics /
Factors
D. Key Success Factors
E. Consumer Usage Habits
F. Consumer Attitudes / Preferences

III. Competitor Profiles

A. Key Players / Competitors

1. Company / Enterprise Product
Review
 2. Perceived Target Market
3. Perceived Positioning
4. Estimated Sales and Share
5. Awareness Level Among Consumers
6. Product Attributes / Characteristics
7. Purchase Rate / Consumer Buying
Attitude Towards Products Offered
8. Distribution / Penetration / Location
9. Pricing
10. Promotions Conducted

IV. Marketing Plan Details

A. Market Positioning
B. 1. Year 1 Gross Sales Objective
2. Marketing Objectives
C. Marketing Strategies
D. Marketing Mix
1. Product / Service
a. Product / Service description
b.Packaging / Presentation
c. Branding
d.Pack Sizing
2. Pricing
a. Pricing Strategy
b.Retail Pricing
c. Estimated Product Costs
d.Estimated Gross Margins
 3. Place / Distribution / Location
a. Modes of Selling
b.Where to be available
4. Promotions / Action Programs
a. Message
b.Medium
i) Advertising
ii) Sales Promotions
iii) Merchandising
iv) Publicity / PR
v) On-line / digital
vi) Non-traditional
E. Yr 1 Marketing Grid / Calendar
1. Monthly Sales Forecast (Gross
Sales)
2. Monthly Marketing Expense Budget
3. Monthly Marketing Activities
Schedule
F. Marketing Contribution Analysis
 NBV 2a – MARKETING
Panel Presentation Flow
(Maximum 20 minutes only)

1.) NBV Background (for info only)

a. Business Concept
b. Target Market
c. Relevant Market Size

2.) Market Environment (20%)

a. Market Background
b. Competition

3.) Business / Product Market Positioning

(20%)

4.) Objectives & Strategies (10%)

5.) Marketing Mix (40%)

a. Product / Service
b. Pricing
c. Place / Location
d. Promotion

6.) Sales / Expense / Activity Grid (10%)