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Introduction

Marketing Plan Elements
The composition of marketing plans should be tailored to suit individual business needs. Most plans will include some or all of these components.

Executive summary

Market & sales review
  • Market segmentation analysis
  • Product and services review
  • Sales analysis
  • Competitive analysis
  • Market research
Situation analysis
  • SWOT analysis
  • Mission statement
  • Target markets
  • Keys to success
  • Critical issues
Market & sales objective
  • Marketing objectives
  • Sales & profit goals
Marketing strategies Product
  • Product development
  • Product proposition
  • Positioning
  • Branding
  • Brand and corporate image
  • Packaging
Price
  • Pricing strategies
  • Pricing tactics
  • Competitive pricing analysis
Place
  • Distribution
  • Distribution channel partners maximization
  • Supply chain
Promotion
  • Sales management
  • Sales development
  • Customer service
  • Advertising
  • Sales Promotion
  • Trade shows & exhibitions
  • On-line marketing & e-commerce
  • Social media marketing
  • Merchandising
  • Public relations & publicity
  • Sponsorship
  • Corporate communications
  • Direct marketing & database marketing
Financial Statements
  • Marketing budget
  • Financial statement
Implementation & Controls
  • Sales & marketing personnel
  • Action plan
  • Implementation schedule
  • Review & evaluation schedule
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