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The following is designed to provide ideas for developing marketing plans and strategies.
Some parts may not be relevant to every product, service, market or situation. Some of it may
seem quite obvious. Some information may be difficult to get and will do with educated
guesses. A marketing plan can be very similar to a full business plan.
SITUATION OVERVIEW
A. COMPANY NAME
1. Date established
2. Sales history
3. Number of employees
buying influences
4. Key personnel
influences
a. mergers
b. acquisitions
c. divestitures
B. PRODUCTS AND/OR SERVICES
1. Product or Service A (Repeat steps below for each product or service applicable)
a. General description
1. purpose
4. sizing
2. features/benefits
5. methods of distribution
3. pricing
b. Advantages & disadvantages over competition
c. Current awareness level among end-users & pipeline influences
d. Current perception among end-users & pipeline influences
e. Sales/share-of-market history
f. Promotion program summary & results
g. Stage of Product Life Cycle
h. Phase of Advertising Spiral
i. Selling process
j. Current market positioning
C. MARKET
1. Product or Service A (Repeat steps below for each product or service applicable)
a. size (customers, sales units, dales value)
b. end user (business to business or consumer)
c. end-user, purchase decision making influences
d. pipeline influences (retailers, dealers, distributors, wholesalers, etc)
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D. COMPETITION
1. Competetive Product or Service X (Repeat for each competitive product or service)
a. General description
1. features, benefits
3. sizes
2. pricing
4. method(s) of distribution
3. Social
2. Legal
4. Technical
5. Seasonal
MARKETING/SALES GOALS
A. PRODUCT OR SERVICE A (Repeat for each product or service)
1. Total Unit Sales
MARKETING PROBLEMS
A. PRODUCT OR SERVICE A (Repeat for each product or service)
1. Customer awareness
2. Perception of product
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MARKETING STRATEGY
A. PRODUCT OR SERVICE A (Repeat for each product or service)
1. Pull
2. Push
3. Push/pull
MARKETING TACTICS
A. PRODUCT OR SERVICE A (repeat for each product or service)
1. Conduct Primary Market Research Study to determine
a. current awareness level
b. current perception of product (use list above)
c. importance-ranking of purchase decision making influences
d. importance-ranking of purchase decision making factors
e. how responses differ by
1. demographics
4. reading/viewing/listening habits
2. psychographics
3. behavioristics
2. Adopt viable positioning, vis-a-vis competition
3. Improve product
a. add new features
b. improve performance
4. Price
a. raise
b. lower
c. maintain
5. Pipeline
a. increase sales force/sales representation
b. open new outlets
c. increase representation with new retailers, dealers, distributors, etc.
6. Redesign package
7. Promotion
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D. Customer Services
1. List the customer services we provide:
a. ____________________________________________
b. ____________________________________________
c. ____________________________________________
2. These are our sales/credit terms:
a. _____________________________________________
b. _____________________________________________
c. _____________________________________________
3. The competition offers the following services:
a. ______________________________________________
b. ______________________________________________
c. ______________________________________________
E. Advertising/Promotion
1. These are the things we wish to say about the business:
________________________________________________________________
________________________________________________________________
________________________________________________________________
2. We will use the following advertising/promotion sources:
1. Television ________
2. Radio ________
3. Direct mail ________
4. Personal contacts ________
5. Trade associations ________
6. Newspaper ________
7. Magazines ________
8. Yellow Pages ________
9. Billboard ________
10. Other ___________ ________
3. The following are the reasons why we consider the media we have chosen to be the most effective:
________________________________________________________________
________________________________________________________________
________________________________________________________________
Other Resources:
Look at the sample plan at http://www.paloalto.com/ (the document is at:
www.paloalto.com/sampleplans/MPP6/enu/Live/InteriorViews-mpp_Live.pdf)
Have a look at some of the sample plans at www.mplans.com
Do a search using Google.com or About.com for marketing plan.
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