Marketing Plan Template

The following template is a suggestion on what you might consider to include in your summative presentation. That said, you should not just fill it in. Feel free to borrow the ideas, but ultimately produce your own original slide show that will complement your presentation.

Title Page

Your Name

Course Code

Date

Presentation Agenda

Preamble - why you chose your product/service

Part A – Current Marketing Analysis 4 P’s

Part B – Proposed Marketing Strategy 4 P’s

Background - Preamble

Reason 1 – (for choice)

Reason 2

Reason 3

PART ACURRENT PRACTICESMarketing Analysis

Product Customer/Consumer Competition Branding Price Place Promotion Analysis

PRODUCT – CURRENT MARKETING PLAN

Discuss product concept, development, and history

What makes it unique (USP)

What needs or wants does it satisfy. Consumer/Customer buying behaviour

Discuss relevant Form, Information, Place, Time, Possession Utility factors

Benefit Analysis

Product Life Cycle

CONSUMER/CUSTOMER – CURRENT MARKETING PLAN

Description of Current Market Target

Demographics

Psychographics

Geographics

Product Use Statistics

Consumer Profile

COMPETITIVE MARKET - CURRENT MARKETING PLAN

Who are your current competitors

Direct Competition

Indirect Competition

Market Share Statistics

Competitive Advantages

List Relevant Sustainable Competitive Advantages

List Relevant Non-Sustainable Competitive Advantages

POSITIONING & BRANDING - CURRENT MARKETING PLAN

Product Mapping

Product Positioning

List relevant positioning types

Branding

Discuss Brand Strategy

Logos

Slogans

PRICING - CURRENT MARKETING PLAN

Cost Components

Margins

Pricing Strategies

CHANNELS OF DISTRIBUTION - CURRENT MARKETING PLAN

Distribution Logistics

Discuss relevant issue in product transportation and handling

Distribution Channels

Discuss relevant direct channels

Discuss relevant indirect channels

Discuss relevant ispecialty channels

ADVERTISING - CURRENT MARKETING PLAN

Print Ads (magazines, newspaper, posters)

Out of Home Media Signs (billboards, bus, shopping malls, washrooms, etc)

Direct To Home (mail, pamphlets, telemarketing, etc both targeted and aggregate campaigns)

Television

Radio

The Internet

Specialty Advertising

Viral, Guerrilla, non traditional – cutting edge methods

SALES PROMOTION - CURRENT MARKETING PLAN

Contests and Sweepstakes

Refunds And Rebates

Product Endorsements

Coupons

Samples

In Store promotions and displays

PUBLICITY & PUBLIC RELATIONS - CURRENT MARKETING PLAN

Media Relations

Business Ethics

Corporate citizen image, community involvement and contribution, social responsibility

Employee relations

Publicity Strategies

Managed publicity and PR

ANALYSIS

What’s done well Summarize current successful practices

What needs to be done better Summarize current practices that need

to be improved/removed

Segue for your proposal

PART BPROPOSED MARKETING STRATEGY

Market Research SWOT Analysis Product Customer/Consumer Competition Branding Price Place Promotion

MARKET RESEARCH

Primary Research

List Techniques and methods used

Findings & Conclusions

Secondary Research

List/cite sources

Findings & Conclusions

SWOT ANALYSIS Strengths

List strengths and related issues

Weaknesses List weaknesses and

related issues

Opportunities List opportunities and

related issues

Threats List threats and

related issues

PRODUCT

Product innovations?

Product life cycle extensions?

Introduction of new products?

New Product use and applications?

CUSTOMER/CONSUMER

Support for existing target market?

Redefine existing target market?

Extend/enlarge Target market?

NEW TARGET MARKET PROFILE

Demographics

Psychographics

Geographics

Product Use Statistics

COMPETITIVE MARKET

Redefine Competition

Direct Competition

Indirect Competition

Competitive Advantages

List Relevant Sustainable Competitive Advantages

List Relevant Non-Sustainable Competitive Advantages

Market Share Goal

PRICING Cost Components

Margins

Pricing Strategies

CHANNELS OF DISTRIBUTION

Distribution Logistics

Discuss changes or modifications to product transportation and handling

Distribution Channels

Discuss new channels of distribution

Discuss modification of existing channels of distribution

ADVERTISING

Print Ads (magazines, newspaper, posters)

Out of Home Media Signs (billboards, bus, shopping malls, washrooms, etc)

Direct To Home (mail, pamphlets, telemarketing, etc both targeted and aggregate campaigns)

Television

Radio

The Internet

Specialty Advertising

Viral, Guerrilla, non traditional – cutting edge methods

SALES PROMOTION

Contests and Sweepstakes

Refunds And Rebates

Product Endorsements

Coupons

Samples

In Store promotions and displays

PUBLICITY & PUBLIC RELATIONS

Media Relations

Discuss and changes or related issues

Publicity Strategies

Discuss and changes or related issues

CONCLUSIONS

Recap your recommendations

Reemphasize significant proposals

Client buy-in