Marketing Plan Outline

Strategic Marketing
1. EXECUTIVE SUMMARY

2. SITUATION ANALYSIS

2.1. About the Company (Not more than 1 page)

2.2. Market Summary

Describe the market and its various segments.

Try to quote the RIGHT figures and provide source of the figures. You can get the
figures from company personnel or from various research reports. Mention the
source in the footnote. Sometimes, it you may have to estimate but the estimation has
to be based on strong assumptions. I will ask you about your assumptions

2.2.1. Market Size – Past Four Years (Volume)

Following template will be used for past and future year’s analysis (volume and
value wise). Following table shows the market size analysis for Soap Industry.
You may amend this template according to the industry you are analyzing.

Market Segment 2018 2019 Growth % 2020 Growth % 2021 Growth %

               
Beauty Soaps              
               
Lux
Capri
Camay
Dove
Tibet
Palmolive
Total
               
Antibacterial Soaps              
               
Lifebuoy
Safeguard
Dettol
Protex
Total
               
               
Total Market

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2.2.2. Market Size – Future Four Years (Volume)
2.2.3. Market Size – Past Four Years (Value)
2.2.4. Market Size – Future Four Years (Value)

As mentioned above, you will analyze the data critically and give reasons for
deviations, and analyze future trends. Read chapter from your book related to
scanning the environment. After analyzing the data, and major macro and
micro environmental factors, give your recommendations for future
strategy so the company may take advantage of the future trends and GROW!!...

You may have to talk to managers of various players of the industry to get the
insights and verify the data.

2.2.5. Target Market

Who is your target market and why?

2.2.6. Customer Behaviour (Consumer / Business Buyer)

Analyze the behavior of consumers or business buyer (if your product is industrial).
Read the relevant chapters while analyzing.

Give recommendations after analyzing facts and figures. You may have to conduct a
small research to find the consumer insights.

2.2.7. Market Needs

Needs of major customer segments (for example: customer segments for an ice cream
company may be consumers, ice cream parlours, etc.)

2.2.8. Market Trends

2.2.9. SWOT Analysis

SWOT has to be specific.

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 2.3. Competition
Describe all kinds of competitors (from direct to generic)

Example

Product Brand Product Generic Total Budget

Category Competitors Competitors Competitors Competitors

Luxury cars Toyota Trucks Rental cars Vacation

(transportation) Honda Passenger cars Motor cycles Home
Minivans Bicycles remodeling

Soft drinks Coca cola Tea Tap water Candy

(refreshments) Pepsi cola Orange juice Potato chips
Bottled water Gum
Movies Harry potter Cable TV Athletic events Shopping
(entertainment) The Matrix Video rentals Concerts Reading
Vacations

2.4. Key Success Factors

2.5. Critical Issues

3. MARKETING STRATEGY

3.1. Mission

3.2. Marketing Objectives (specific marketing objectives)

3.3. Financial Objectives (specific financial objectives)

3.4. Target Markets

3.5. Positioning
May include a marketing plan

3.6. Marketing Program

3.6.1. Product
Examples: Augmentation, packaging, labeling, major brand strategy
decisions, product mix strategies, PLC, etc.
3.6.2. Price
Examples: Pricing approach, product mmix pricing strategy, cost
management, pricing at various product levels, pricing and competitors etc.
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 3.6.3. Place
Examples: Distribution channels, Vertical Marketing Concept, New channels,
emerging channels, etc.
3.6.4. Promotions

Examples
 Other communication platforms that the company may use and take
advantage of.
 Integration of communication platforms.
 How the media habits of the target audience is changing?
 What % of expenditure is being allocated to various promotional tools
or your recommendations?

 Ideal promotional mix

SALES PUBLIC PERSONAL DIRECT

ADVERTISING
PROMOTION RELATIONS SELLING MARKETING
Print and broadcast Contests, games Press kits Sales Catalogs
ads sweepstakes, presentations
lotteries
Packaging outer Premiums and gifts Speeches Sales meetings Mailings
Packaging inserts Sampling Seminars Incentive Telemarketing
programs
Brochures and Fairs and trade Annual reports Samples Electronic
booklets shows shopping
Posters and leaflets Exhibits Charitable Fairs and trade TV shopping
donations shows
Directories Demonstrations Sponsorships Fax mail
Reprint of ads Coupons Publications E-mail
Billboards Rebates Community Voice mail
relations
Display signs Low-interest Lobbying
financing
Point of purchase Entertainment Identity media
displays
Audiovisual Trade-in allowance Company
material magazine
Symbols and logos Community events
programs
Videotapes Tie-ins

4. CONTROLS

4.1. Implementation
4.2. Contingency Planning

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TIPS TO GET “A” GRADE IN THE MARKETING PLAN!

 Start working on the report from today! This plan can not be completed in 2 weeks. It
requires at least 7 to 8 weeks.

 Read the relevant chapters / note before interviewing the company personnel and
writing the report.( you will have to meet the company personnel as well as all the
people who can help you in making the proper marketing strategy)

 Give as many figures as you can. Don’t forget to mention source of the figures in the
footnote. No one will just give you the figures. You will have to find out a way to get
them / understand them.

 Scan and paste the visiting card of the person who provides you the information. You
may just paste the scanned images at the end of this marketing plan.

All the best and please feel free to contact me for any clarification that you may need
regarding this term report.