MARKETING PLAN OUTLINE

PART 1
Company Background
Marketing Mix
Competitive Analysis (Identify at t least 2 competitors based on Marketing Mix and
Product Life Cycle)
Product
Price
Place
Promotion (Include online presences)
Unique Selling Proposition
Situational Analysis
SWOT Analysis
Strength and Weakness (withing the company)
Opportunities and Threats (From the outside factors)
PESTLE Analysis
Integrated Marketing Campaign
Problem Statement
Sales Objectives (apply SMART)
Marketing Objectives (apply SMART)
Segmenting, Targeting, and Positioning (STP)
Segmenting
Primary Target
Demographics Gender
Age
SEC
Occupation
Education
Geographic Location
Behavioral Profile
Psychographics
 Technographics

Secondary Target
Demographics Gender
Age
SEC
Occupation
Education
Geographic Location
Behavioral Profile
Psychographics
Technographics

Target Persona
Media Itinerary
Positioning Statement
Unique Selling Proposition
Consumer Insights

Brand Guidelines
Tones and Mood
Brand Identity (Colors, Filter, Font)
The Big Idea
Consumer Insight + Product Truth = Big Idea
(Work in Progress Submission July5 and Presentation Date July 8 and 11)
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PART 2 (Please feel free to recommend strategies that will help the business address the
problem)
Recommendations / Action Plans
Sales Promotions
Digital Advertising
 Social Media Calendar
Public Relations
Personal Selling
Direct Selling
E-commerce
Multi Media Creatives
(Sample Artworks/Executions)
Budget Allocation
Estimates of Profitability
Income Statement (Chart Indicating success with marketing and without marketing plan)
Evaluation and Monitoring of Results
References/ Appendices