1 / 12

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)

keely
Télécharger la présentation

Marketing Plan Overview

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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

More Related