Introductory Notes
Marketing explained
The military analogy
What can a marketing plan do for your business?
Build your plan in three stages
Marketing plans, business plans and strategic plans
The distinction between market research and marketing research
Advertising agencies or do it yourself?
Product life cycles
Marketing plan elements
Executive summary
PART 1: MARKET & SALES REVIEW
1.1 Sales analysis
1.2 Product and services review
1.3 Market segmentation
1.4 Product or service segmentation
1.4.1 Product or service segmentation by size and trend
1.4.2 Product segmentation by channels of distribution
1.5 Competitor analysis
1.6 Marketing research
PART 2: SITUATION ANALYSIS
2.1 SWOT analysis
2.2 Mission statement
2.3 Target markets
2.4 Keys to success
2.5 Critical issues
PART 3: MARKETING & SALES OBJECTIVES
3.1 Marketing objectives
3.2 Sales objectives
PART 4: MARKETING STRATEGIES Strategies
The 4 P's of the marketing mix
Product
4.1.1 Product development
4.1.2 Product proposition
4.1.3 Positioning
4.1.4 Branding
4.1.5 Brand & corporate image
4.1.6 Packaging
Price
4.2.1 Price strategies
4.2.2 Pricing tactics
Place
4.3.1 Business location
4.3.2 Distribution
4.3.3 Distribution channel partners maximization
4.3.4 Supply chain management
Promotion
4.4.1 Sales management
4.4.2 Sales development
4.4.3 Customer service
4.5 Advertising
4.5.1 Setting the advertising objectives
4.5.2 Advertising responsibilities allocation
4.5.3 Setting the advertising budget
4.5.4 Preparing the creative brief
4.5.5 Media selection
4.5.6 Advertising research
4.6 Sales promotion
4.7 Trade shows & exhibitions
4.8 On-line marketing & e-commerce
4.8.1 Web site functionality
4.8.2 Web site promotion strategies
4.8.3 Social media marketing
4.9 Merchandising
4.10 Public relations & publicity
4.11 Sponsorship
4.12 Corporate communications
4.13 Direct marketing & database marketing
PART 5: FINANCIAL STATEMENTS
5.1 Marketing budget
5.2 Financial statement
PART 6: IMPLEMENTATION & CONTROLS
6.1 Sales & marketing personnel
6.2 Action plan
6.3 Implementation schedule
6.4 Review and evaluation schedule
Executive summary (template)
Glossary
About the author