Marketing Plan

A marketing plan is a written document

containing the guidelines for the business
center’s marketing programs and allocations
over the planning period.
 Objectives of a Marketing Plan

1. Define the current business situation.

2. Define problems and opportunities facing the
business.
3. Establish objectives.
4. Define the strategies and programs necessary to
achieve the objectives.
5. Pinpoint responsibility for achieving product
objectives.
6. Encourage careful and disciplined thinking.
7. Establish a customer/competitor orientation.
 Frequent Mistakes in the Planning Process

• The speed of the Process

• The Amount of Data Collected
• Who does the Planning?
• The Structure
• Length of the Plan
• Number of Courses of Action Considered
• Who Sees the Plan
• Not Using the Plan as a Sales Document
• Insufficient Senior Management Leadership
• Not Tying Compensation to Successful Planning Efforts
• Frequency of Planning
 Marketing Planning Sequence
Update
historical
data
Collect
current
situation
data
Data
analysis

Develop
objectives,
strategies,
programs
Develop
financial
document
Negotiate
s
final plan
Measure
progress
toward
objectives
Audit
 Marketing Plan Summary

I. Executive summary
II. Situation analysis
A. Category/competitor definition
B. Category analysis
C. Company and competitor analysis
D. Customer analysis
E. Planning assumptions
 Marketing Plan Summary (cont.)

III. Objectives
IV. Product/brand strategy
V. Supporting marketing programs
VI. Financial documents
VII. Monitors and controls
VIII. Contingency plans