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Marketing Plan Overview

Marketing Plan Overview. Plans vary widely 151 Series or HRCC. Executive Overview. First and Last: First section of marketing plan, but written last Overview and summary of your plan for quick review by others (clients, shareholders, financiers, executives)

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Marketing Plan Overview

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  1. Marketing Plan Overview • Plans vary widely • 151 Series or HRCC

  2. Executive Overview • First and Last: • First section of marketing plan, but written last • Overview and summary of your plan for quick review by others (clients, shareholders, financiers, executives) • Should BRIEFLY cover the following: • Market Review • Product Overview • Competitive Overview • SWOT • Mission, Vision, Goals and Objectives • Strategies for marketing • Action Plan and Implementation Schedule

  3. Market Review • Characteristics, trends of the greater market: • How big is the market? • Who’s participating • Is market poised to grow, decline?... • What demand looks like • Keep PEST and SWOT in mind • Market Segmentation: • Which segments exist • Demographics, psychographics of the segments • Age, gender, income, needs, wants, spending habits, etc… • Identification of Target Market

  4. Competitive Overview • Who are the competitors (if any) • Information about them: • Why they’re successful (or not) • SWOT • How to exploit their SWOT • Their four P’s and how that helps you

  5. PEST • Political factors: • Regulatory issues relating to the product • Economic factors: • Discretionary income of target market • Ability of your target market to make decision to purchase • Social factors: • Social trends • Benefits of the product for target groups • Technology factors: • How can technology influence your product • i.e., improve communication, improve visibility • Which technological factors affect your product • Above factors will influence your SWOT…

  6. SWOT • Based on Demographics, psychographics, PEST, etc… what are: Internal External

  7. Mission, Vision, Goals • Mission Statement: • Statement of purpose • What you do • Vision: • Most desirable future state • Where you aim to be in the future • Goals: • SMART

  8. Product • The product and its purpose • Features • Current distribution channels • Positioning within the market • Current packaging

  9. Price • Current pricing • Pricing of competition • Pricing strategies • Differential pricing of segments

  10. Place • Current distribution channels • How to improve distribution channels • How accessible are you • How to improve it

  11. Strategies: Promotion • Advertising • Public Relations and Publicity • Promotions and Events (if any) • Product marketing materials

  12. Product Marketing Literature (Brochure) Things to keep in mind: • Project the intended message • Highlight benefits and features • How literature will be used • Who is the audience • Quantity • Where to print • Cost of printing

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