Marketing Plan Outline - Date: Intellectual Property Of: Business Mission Statement: I. Executive Summary

Transcription

1 Page 1 of 39 This template is for MCE123 Marketing customers only. Do not reproduce the document in any way other than client inquiries. It must remain intact on MCE123 s web servers. Marketing Plan Outline - Date: Intellectual Property Of: Business Mission Statement: I. Executive Summary

2 Page 2 of 39 II. Business Definition Associated Marketing Goals for Product or Service #1 Sales Figures for Product or Service #1 Strategic Goals for Product or Service #1 White Paper(s) or Case Study(s) for Product or Service #1

3 Page 3 of 39 II. Business Definition (continued) Associated Marketing Goals for Product or Service #2 Sales Figures for Product or Service #2 Strategic Goals for Product or Service #2 White Paper(s) or Case Study(s) for Product or Service #2

4 Page 4 of 39 II. Business Definition (continued) Associated Marketing Goals for Product or Service #3 Sales Figures for Product or Service #3 Strategic Goals for Product or Service #3 White Paper(s) or Case Study(s) for Product or Service #3

5 Page 5 of 39 II. Business Definition (continued) Associated Marketing Goals for Product or Service #4 Sales Figures for Product or Service #4 Strategic Goals for Product or Service #4 White Paper(s) or Case Study(s) for Product or Service #4

6 Page 6 of 39 II. Business Definition (continued) Associated Marketing Goals for Product or Service #5 Sales Figures for Product or Service #5 Strategic Goals for Product or Service #5 White Paper(s) or Case Study(s) for Product or Service #5

7 Page 7 of 39 III. Situation Analysis Company Analysis Background and Management Top Management CEO: CFO: CMO: CTO: Company Management Structure

8 Page 8 of 39 III. Situation Analysis (continued) Achievements and Awards Marketing Goals Focus

9 Page 9 of 39 III. Situation Analysis (continued) Culture Strengths Weaknesses Market Share

10 Page 10 of 39 III. Situation Analysis (continued) Customer Analysis (Target Market Research, Unique Selling Proposition) Number Type Value Drivers Decision Process Concentration of Customer Base for Particular Products

11 Page 11 of 39 III. Situation Analysis (continued) Competitor Analysis Market Position Strengths Weaknesses Market Shares

12 Page 12 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) Television o Reach & Demographics Cost of Advertising o Click here to enter your national television provider. Reach & Demographics Cost of Advertising

13 Page 13 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) (continued) Radio o Reach & Demographics Cost of Advertising o Reach & Demographics Cost of Advertising

14 Page 14 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) (continued) Magazines o Reach & Demographics Cost of Advertising o Reach & Demographics Cost of Advertising

15 Page 15 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) (continued) Newspapers o Reach & Demographics Cost of Advertising o Reach & Demographics Cost of Advertising

16 Page 16 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) (continued) Organic Search Engine Optimization (SEO) o Reach & Demographics Cost of Advertising

17 Page 17 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) (continued) Pay Per Click (PPC) Campaigns o Reach & Demographics Cost of Advertising o Reach & Demographics Cost of Advertising

18 Page 18 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) (continued) Direct Mail Campaigns o Reach & Demographics Cost of Advertising o Reach & Demographics Cost of Advertising

19 Page 19 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) (continued) Business Cards o Reach & Demographics Cost of Advertising

20 Page 20 of 39 III. Situation Analysis (continued) Media Analysis (Media in Use, Marketing Materials) (continued) Brochures o Reach & Demographics Cost of Advertising

21 Page 21 of 39 III. Situation Analysis (continued) Collaborators Subsidiaries Joint Ventures Distributors Other Collaborators

22 Page 22 of 39 III. Situation Analysis (continued) Climate (Macro-environmental PEST Analysis) Industry Analysis and Trends Political and Legal Environment Economic Environment Social and Cultural Environment Technological Environment SWOT Analysis (to determine a competitive advantage) Download SWOT Analysis template in a separate DOT file from MCE123. For Microsoft Word Users. Download SWOT Analysis template in a separate PDF file from MCE123. For Adobe Acrobat Users.

23 Page 23 of 39 IV. Market Segmentation Explain the organization s market segment(s) as follows: Segment #1 Description Percent of Total Sales What the Customers / Prospects Want How the Customers Use the Product or Service Support Requirements How to Reach the Customers / Prospects Price Sensitivity

24 Page 24 of 39 IV. Market Segmentation (continued) Segment #2 Description Percent of Total Sales What the Customers / Prospects Want How the Customers Use the Product or Service Support Requirements How to Reach the Customers / Prospects Price Sensitivity

25 Page 25 of 39 IV. Market Segmentation (continued) Segment #3 Description Percent of Total Sales What the Customers / Prospects Want How the Customers Use the Product or Service Support Requirements How to Reach the Customers / Prospects Price Sensitivity

26 V. Alternative Marketing Strategies Page 26 of 39

27 Page 27 of 39 VI. Selected Marketing Strategy 4P's of the Marketing Mix (Promotions Strategy) Product Brand Name: Packaging: Quality: Scope of Product Line: Warranty:

28 Page 28 of 39 VI. Selected Marketing Strategy 4P's of the Marketing Mix (Promotions Strategy) (continued) Price Bundling: Discounts: Leasing Options: List Price: Payment Terms and Financing Options:

29 Page 29 of 39 VI. Selected Marketing Strategy 4P's of the Marketing Mix (Promotions Strategy) (continued) Place (Distribution) Criteria for Evaluating Distributors: Distribution Channels: Locations: Logistics: Motivating the Channel:

30 Page 30 of 39 VI. Selected Marketing Strategy 4P's of the Marketing Mix (Promotions Strategy) (continued) Promotion Advertising: Budget: Projected Results of the Promotional Programs: Promotional Programs: Public Relations:

31 Page 31 of 39 VII. Sales Plan and Strategy Sales and Promotion Strategy How will the organization generate sales leads? How will the new sales leads be qualified? Approaching the Customer and Probing Needs: Developing and Proposing Solutions: Handling Objections: Closing the Sale: Following Up:

32 Page 32 of 39 VII. Sales Plan and Strategy (continued) Sales Force Development Recruitment: Promotional Offers to Employees: Training 1. No Need: 2. No Trust: 3. No Interest: 4. No Money: 5. No Hurry: 6. Competitor is Cheaper:

33 Page 33 of 39 VII. Sales Plan and Strategy (continued) Conversion Strategy Original Sales Script: Improved Sales Script: Testimonials Testimonial #1: Testimonial #2: Testimonial #3: Testimonial #4: Testimonial #5:

34 Page 34 of 39 VII. Sales Plan and Strategy (continued) Referral Strategy

35 Page 35 of 39 VII. Sales Plan and Strategy (continued) Strategy for Increasing Transaction Prices

36 Page 36 of 39 VII. Sales Plan and Strategy (continued) Retention Strategy

37 VIII. Short & Long-Term Projections Page 37 of 39

38 VIV. Conclusion Page 38 of 39

39 Page 39 of 39 Appendix Attach Calculations of Market Size Explanation Attach Accounting Projections o Attach Commissions Structure o Attach Profit Margins Report o Attach Break-Even Analyses o Attach Advertising Budget o Attach Forecasted General Ledger o Attach Forecasted Income Statements o Attach Baseline Financials Before Marketing Takes Place Attach Press Release Style Sheet Attach External & Internal Analysis Attach Facilities and Equipment Requirements o Attach Technological Requirements Attach Client Agreement Forms o Attach Work Order o Attach Basic Contract o Attach Receipt, Ie. Advertising for Specials, Coupons on the Back, Online Contest Entry Feedback Form Attach Operating Plan & Strategy o Attach Organizational Design and Structure o Attach Human Resources Policies Attach Hiring Strategy