marketing plan template11

8/11/2019 Marketing Plan Template11

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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)

marketing plan template11

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