This document outlines the sections to include in a marketing project or presentation for a firm. It includes an introduction to the industry and firm, analysis of the firm's existing product mix and strategies, a BCG matrix and SWOT analysis, identification of an opportunity using Ansoff's matrix, competitor analysis and demand forecasting, and a detailed marketing plan covering target market, new product details, pricing, distribution, promotion, and an implementation chart and budget for launching over three years. Financial projections of revenue, profit and loss, and breakeven are also to be included.
This document outlines the sections to include in a marketing project or presentation for a firm. It includes an introduction to the industry and firm, analysis of the firm's existing product mix and strategies, a BCG matrix and SWOT analysis, identification of an opportunity using Ansoff's matrix, competitor analysis and demand forecasting, and a detailed marketing plan covering target market, new product details, pricing, distribution, promotion, and an implementation chart and budget for launching over three years. Financial projections of revenue, profit and loss, and breakeven are also to be included.
This document outlines the sections to include in a marketing project or presentation for a firm. It includes an introduction to the industry and firm, analysis of the firm's existing product mix and strategies, a BCG matrix and SWOT analysis, identification of an opportunity using Ansoff's matrix, competitor analysis and demand forecasting, and a detailed marketing plan covering target market, new product details, pricing, distribution, promotion, and an implementation chart and budget for launching over three years. Financial projections of revenue, profit and loss, and breakeven are also to be included.
2. Introduction to the firm 3. 4 P’s (existing product mix, pricing, promotion and distribution strategies; 7p’S IF SERVICES, RETAIL MIX IF RETAIL OUTLET) of the assigned firm 4. BCG Matrix- if applicable 5. SWOT of firm; major competitors 6. Ansoff’s growth matrix for firm 7. Opportunity identification-matrix; opportunity you selected and why? 8. Competitor analysis; Perceptual mapping & gap analysis in the category in which you plan to launch the product 9. Demand/Sales forecast- rupees/units 10.Marketing Plan for tapping the opportunity a. Target market /consumer profiling b. New/improved Product (Product features & services-based on customer survey/CVA/retailer survey; branding; positioning; packaging ; labelling) c. Pricing (pricing strategy; profit margins ; pricing for different SKUs; promotional pricing at various time periods ex. Festivals ) d. Distribution (channels of distribution to be used; type and number of channel members; profit margins, incentives & allowances/discounts for channel partners) e. Promotion ( Promotion mix-tools to be used for promotion ; message; media; sample print ads/short video clips/logo/tagline) f. ( if services then 7 P’s- additional- process, people, physical evidence ) g. (if retail , then retail mix- location, merchandise ,pricing, store design and layout, communication, customer service) 11.Implementation chart for promotional/sales/distribution/product launch- month wise/quarter wise for 1st year; 2nd year ;3rd year. Sample below- Activity Jan Feb Mar april … Next 2nd 3rd 6months yr yr Tv ads 12 ads … …… Sony per Max channe star l per week sponsorship IPL … Incentives … .. for channel partners
12.Budget- for promotion and sales
13.Revenue /sales projections for 3 years; quarter wise for 1st year 14.P&L 15. Breakeven