3 Format of Marketing Plan

8/2/2019 3 Format of Marketing Plan

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Group project Report & PresentationProject on Designing a Marketing Plan

I. Project Brief

Each team needs to select any company and its brand in India. Students are required tofollow below instructions:

Recommend appropriate one-year marketing plan of one brand of the chosencompany.

Determine your assumption of marketing objectives, human resource objectivesand financial objectives.

Make sure that the marketing plan is suitable with the products target market.

II. Marketing plan guideline

1.Executive Summary (1 page)

2. Situation Analysis:Market Summary

Market Growth (1-2 pages)Explain market and segment growth over past periods and the forecast marketand segment growth. Explain any factors affecting the market and segmentgrowth.

Market Trends (1-2 pages)Explain the nature of market and segment trends that will affect the brandsperformance.

Market Needs (1 page)

Analyze the target markets current needs and explain how the brand cansatisfy the needs.

Market Demographics (1-2 pages)Describe the brands current target market in terms of demographic,geographic, and behavior factors.

SWOT Analysis (2-3 pages)

Strengths

Weaknesses

Opportunities

ThreatsCompetition Analysis (Comparison tables, graphs, and charts are needed) (2-4 pages)

Describe direct and indirect competitors in terms of:oTarget markets servedo Product attributeso Pricingo Promotiono Distribution including the distributor networko Services offered

Product Offering (2-3 pages)

Describe the companys product for the following details:o Product Attributeso Pricing

o Distributiono Promotiono Services Offeredo Current product life cycle

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Keys to success (1 page)

Identify the important keys to success of the brand

3. Marketing StrategyMission (1 page)

Marketing Objectives (1 page) Specify the marketing objectives for the coming year in terms of

o market shareo customers (number/percentage growth)o level of brand/company awarenesso product trials

Financial Objectives (1 page)

Specify the financial objectives for the coming year in terms ofo Sales growth

o by volume and growth percentageo by segments

o Profitability growtho Ratios (use common financial ratios and other metrics associated with marketing

in the industry)

Target Market(1 page)Target market: identify current target market. If you have plan to change targetmarket, identify your objective and details of your plan.

Positioning (Comparison graph is needed) (1 page)Describe current market positioning of the brand. If you have plan to changemarket positioning, identify objectives and details of your plan.

Marketing Strategies (1-2 pages)Explain your marketing strategy to accomplish the objectives as you set in details.

Marketing Mix(3-4 pages)Explain in details regarding the suggested marketing mix (product, price, place, andpromotion) to accomplish the objectives

o Product: identify your plan related to existing products or new products by

specifying features/attributes offered, category of product, brandingstrategy, packaging, and labeling.

o Pricing: identify pricing strategy for the existing / new products. It should

indicate factors influencing pricing strategy such as costs, competition,customer expectation, and economic situation.

o Distribution: identify distribution plan for the product (s) in details including

objective of the plan, type of channels.o Promotion: describe how the product will be promoted. Integrated marketing

communication consists of six major areas advertising, sales promotion,public relations and personal selling, direct marketing and event marketing though not all may be used. Timetables for promotion are important sincecertain types of promotions (Most information in this section can be shown intables and graphs.) Specify promotional objectives and cost for each IMC toolplanning to used.

o Include extra 3 Ps in case of Service Product

4. Financials (Tables, graphs, and charts are required) (2-3 pages)Break-even analysis

Sales ForecastExpense Forecast

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5. Human Resource (Recruitment & Selection of Sales Force, T & D, CompensationPlans)

6. Controls (1-2 pages)Implementation

An implementation chart (on monthly basis) of your action plan must be preparedContingency Planning

Format and content consideration1. Appendices

Support information, graphs, and pictures can be placed under appendices to avoidproviding too much information in the main part of the marketing plan. They can beclassified into different appendices according to their relevance or type of theinformation.

2. ReferencesTo avoid plagiarism, all sources of information need to be properly cited in this part.

III. The Project and Documents:

Each group is required to strictly follow the following requirements:

Do not exceed 50 pages (excluding Appendix section). The additional pages will beautomatically disregarded.

Use only Arial style with the font size #12, 1.5 line spacing, gutter of 0.75, leftand right margins of 1 (ensuring space on the left margin for binding).

Provide citations when secondary information or data are used. Failure to cite thesource of information will result in 1% deduction from total project scores.

Caution should be made to check the spelling and grammar of your report as marksare reserved for it.

IV. Teams Responsibilities Students are required to form a group of 6 (more members in the group are not

acceptable). The team assignment is to formulate one-year comprehensive marketing plan

covering period of 2011 2013. Meet the submission deadlines regardless of reasons.

V. Mark AllocationsThis group semester project is going to be a part of your internal marks in the semesterperformance. The specific mark allocations are stated below:

Particulars MarksProject Paper (Written Report) 30Research Design & Data Collection 20Presentation 30Peer Member Evaluation 10Peer Group Evaluation 10Total 100 marks

VI. Project Presentation:

All teams are required to be prepared at the time of presentation the date and time will beannounced in advance by the faculty. Since the project is the groups effort, thepresentation does require all group members participation. Failure to be present and

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participate in the presentation regardless of reasons, will result in the team memberspresentation marks be deducted to 0.

Each team is required to use PowerPoint software in their presentation and to finish thepresentation within 20 minutes time followed by 10 minutes Q & A. The sequence of groupproject presentations would be arranged only at the time of presentation date via chitsystem

Prof. Vikram ParekhFaculty, Marketing ManagementHOD (Marketing) & Associate Professor (Marketing & Strategy)[email protected]+91 88988 01234

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