marketing plan template11
TRANSCRIPT
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Marketing Plan for
By
Division:
Group No:
Group Member Names :
MMS Year 2013
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Company Profile
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Executive Summary
A breif introduction of marketing plan
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Analysis of our Past/Present
situation
Following are the Analysis of our product & services.
1) PESTO Business environment we operate
2) Market Analysis- Market Effectiveness
3) Competitive Analysis-to find out our direct, indirect, could be our competitors
and Quantitative Analysis to quantify our direct competition.
4) Segmentation: Quantitative, By need, By Loyalty
5) Marketing Mix : Our product mix, Place, Promotion and price.
6) SWOT Analysis : to ascertain our USPs
7) Positioning : to ascertain our average perception of products/servicesUSPs
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Business Environment
P E S T O
As we Analyze current business environment, we effected by :
Political Environment
Economical
Banking, finance industry
Social
If ur in perfume industry,
Social environment plays a imp role.
Ex: trends
Technology
it industry
Others
Legal, GreenEx: ecological
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Present / Past Market Analysis(Please calculate your own level of competitiveness for your product and services)
Level of competitiveness
Barriers to
entry and
Exit
BargainingPower of
Suppliers
Substitutes
Bargaining
power of
Customers
Issues on Grade of
1 to 10, let say we grade
as ---, level
of barrier
Level of barrier 9
Level of
Barrier 3Level of barrier 3
0.4
i.e. 40%
Level of
importance
0.3
i.e. 30%
Level of
importance
0.1i.e. 10%
Level of
importance
0.2
i.e. 20%Level of
importance
0.6
2.7
0.3
2.8
6.4
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Present/Past Competitive Analysis-
Qualitative
Define ur could be a competitor, if any
Indirect competitor, if any
Direct Competitor
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Competitive Analysis with direct competitor of
Past/Present(define yours)
CSF : Quantitative way to Analyze numbers
knowhow
Attitude
Weight
(expertopinion)
DA Result Result
1 to 10
Grade
1 to 10
Grade
0.2 (20%) 8 1.6 7 1.4
0.4 (40%) 7 2.8 9 3.6
0.4 (40%) 6 2.4 7 2.8
10 6.8 7.8
Communication
Level of competitiveness
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Past/Present Segmentation (define
yours)
Market Segmentation is done by 2 ways :
1) By Book : Age, Gender, demographics and
2) By Need : User, Purchaser, Influencer, info-gathering
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Past/Present Segmentation (define
yours)
Segmenting by Loyalty.
Right to become customer
customer
consumer
A customer is a potential consumer
A customers who prefer a certain brand
Returning consumers
Loyal consumer
Pyramid of loyalty
Recommending consumer
Friends of business owners
Stakeholder /
Partner/shareholders
No Right to become a customer
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Past/Present Marketing Mix
Define your product mix in the column
3 sub variable of our
product mix:
Physical Features
Brand
Quality of Services
Product Mix
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Past/Present Marketing Mix (please mention your
pricing strategy)
Pricing
Product + price = marketing offerTop to Bottom Price
Reverse Pricing
Skimming
Method of payment
CashCheque
Discount
Credit
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Past/Present Marketing Mix (please mention
your distribution strategy)
Marketing Distribution
Channel
Direct Channel
Indirect Channel
Place
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Past/Present Marketing Mix (please
mention your promotional Mix)
Promotion
Advertisement
PRSales promotion
Conventions
Sponsorships
MARCOM
Marketing Communication also called Mass Communication
So there are 11 elements of products
Distribution Channel + market commn = marketing promotion
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Past/Present Marketing Mix
Mention For Services if any
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Past/Present Marketing Mix (please
mention your marketing mix)
Brand promotion 40% Indirect
distribution 20%advertisement 30%
Price 10%
Cell size according to importance.
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Past/Present SWOT
STRENGHTS (CAPTURE)
+
+
+
+
WEAKNESSES (OVERCOME)
-
-
-
-
OPPORTUNITIES (INVEST)
+
+
+
+
THREATS (IDENTIFY)
-
-
-
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Past/Present Positioning (please mention your
product USP positioning)
1 2
3 4
1
2
3
4
USP 2 Comfort
USP 1 Flexibility of Schedule
INDIGO
JET
Mention your Direct COMPETITION
Mention about survey of SEGMENTATION
Mention USP from SWOT
EXAMPLE OF INDIGO AIRLINES, BUSINESS CLASS, MUMBAI TO DELHI
INDIGO
SPICEJET
SPICE
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Marketing Strategy for New Year
Marketing Plan (Please mention % in the boxes based on your concentration)
Our Obvious
StrategyProduct / Services
Existing
M
A
R
K
E
T
E
X
IS
T
I
N
G
Y
loyal
consum
er
Penetration StrategyDemand
Our Offer
New Product Development
Strategy
New Market Development
Strategy
Diversification Strategy
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Marketing Strategic Planning
Based on our past analysis of Environmental Analysis, Market Analysis,
and Competitive Analysis find below our objective as :
Example of Restaurant business :
Next year we will develop two new seasonal lunch menus, mainly for ourexisting customers (est. 60% of resources) , and in parallel promote the
existing dinner menu & upcoming lunch menus to students (est. 25% of
resources). Furthermore, we will operate a new home delivery service in
the last quarter of next year (est. 15% of efforts).
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PESTO
Based on the new strategy, Please mention 2
important variable which has the maximum
impact to your business.
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Desired Segmentation
Based on our past analysis and New Year Strategy, the Desired Segmentation
are :
Based mainly on the findings of the past year, segmenting existing
targeted audiences, the desired segmentation of existing and newsegments : Next year we will target
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Desired Marketing mix
Based on our past analysis and New Year Strategy, the Desired Product
mix and marketing mix are :
Based mainly on the findings of the past year, proportional mapping of the
mix: Next year we will emphasize
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TOWS Driven Objectives
SO WO
ST WT
OPPORTUNITIES
THREATS
STRENGHTS WEAKNESSES
INTERRELATING PAST AND PRESNT TO FUTURE OUR USPS ARE :
1)2)
PAST/PRESENT
F
U
T
U
R
E
NEXT
YEAR
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Position
Based on our past analysis, New Year Strategy, and Perceptual gaps based
on the findings of the past year : Next year we will highlight
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Execution
1) Next year we may collaborate with the following companies :
2) Maintaining current situation : we try to maintain the current situation.
3) Developing new product/pricing or may not
Marketing activities (MARCOM/Distribution Channel)
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Control
Control Bodies
Control Tools (reports, survey etc)
Milestones Criteria for Success (Update)