IVD Marketing Plan

8/14/2019 IVD Marketing Plan

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IVD Marketing Plane-book series 36 pages

Copyright 2009Industry View Daily. All Rights Reserved.

Unauthorized duplication a violation of applicable laws.


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[Company] Marketing Plan

[Company][Year]

Marketing Plan

[Product]

[Company]

[1234 State Street]

[Yourcity, USA 55555]

[[800] 555-5555]

CONFIDENTIAL

This marketing plan does not imply an offering of securities.

[Substitute your Business Name, Company Information, etc. on this page to createthe appropriate Cover Sheet for your marketing plan.]

TIP: Use CTRL-H and replace [Company] with the name of your company toquickly update the company name throughout the marketing plan

2001 - 2009 IVD Marketing PlanThe contents of this template may not be resold in any form, in part or in whole,

without the express written permission of IVD.

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Information Regarding [Company]s Marketing Plan

This Marketing Plan [the MP] contains certain information regarding the current and plannedoperations and business of [Company], ([Company] or the Company), including informationregarding the projected financial performance of the Company. This Marketing Plan has beenprovided to the recipient solely for the purpose of assisting with the implementation of thismarketing plan in accordance with procedures established by the Company. The information in

this plan should be considered proprietary information and confidential.

By accepting a copy of this Marketing Plan, the recipient hereby agrees, among other things,to keep the information contained herein and the existence of this Marketing Plan confidentialand to restrict the use of any information contained herein to those people within therecipients organization or its designated representatives who have been informed of theconfidential nature of such information and who need to have such information in connectionwith the organizations evaluation of the Company. This information should not be sharedwithout the express written permission of the Company.

This Marketing Plan has been prepared by [Company] on the basis of internally preparedinformation, as well as information from public and private sources, including trade and statistical

sources commonly used in the industry. The Company makes no warranty or representation,express or implied, as to the accuracy or completeness of either the material contained herein orany other written or oral information provided by the Company to the recipient, and no liabilityshall attach thereto.

Nothing contained in this Marketing Plan is, or should be relied on as, a promise orrepresentation as to the future. The projected financial information contained herein wasprepared expressly for use herein and is based upon the stated assumptions and the Companysanalysis of information available at the time that this Marketing Plan was prepared. There is norepresentation, warranty, or other assurance that any of the projections set forth herein will berealized. .

Any questions regarding the Company should be directed to the following representatives named

below.

[Name] [Name] [Name]

CEO and President Marketing Director Product Manager

(###) ###-#### (###) ###-#### (###) ###-####

[Company][Street Address][City, State, ZIP Code]

Telephone: [(888) 555-1212]

Facsimile: [(888) 555-1212]

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Executive Summary

[Company] is a [brief description of your company]. It operates in the competitive[industry] market and has been able to differentiate itself from its competition by[describe your competitive advantage].

The research we have conducted has indicated that there are opportunities forour company to exploit its strengths by [describe market opportunities from yourSWOT analysis]. [Company] will take advantage of these opportunities by[describe your strategy for taking advantage of this opportunity].

The objectives for this marketing plan are [objective 1], [objective 2], and[objective 3]. This marketing plan outlines the reasoning behind selecting theseobjectives and the strategies that will be implemented for meeting them.

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Table of Contents

I. Situation Analysis ..............................................................................6Product & Service Analysis ...........................................................6Market Analysis .............................................................................7Distribution Network Analysis .....................................................11Competitive Analysis ..................................................................11Current Financial Situation .........................................................13Historical Results ........................................................................14Macroenvironment ......................................................................15

II. Threats and Opportunities (SWOT) Analysis .....................................16Internal Strengths and Weaknesses ...........................................16Outside Opportunities and Threats .............................................16SWOT Action Plan .......................................................................17Financial Objectives ....................................................................18Marketing Objectives ..................................................................18Critical Issues ..............................................................................19

IV. Marketing Strategy ..........................................................................20Target Marketing ........................................................................20Positioning ..................................................................................20Marketing Strategies & Tactics ...................................................21Marketing Mix .............................................................................24Marketing Research ....................................................................25Milestones ...................................................................................27Marketing Organization ..............................................................27

VI. Financials, Budgets, and Forecasts .................................................29Break-even Analysis ...................................................................29Sales Forecast .............................................................................29

Marketing Budget Forecast .........................................................31Sales vs. Expense Summary .......................................................32VII. Controls ..........................................................................................33

Performance Monitoring .............................................................33Contingency Planning .................................................................33

Appendix A: Year 1 Marketing Budget ..................................................34

[To Update Table of Contents: Right Click with your mouse and select UpdateTable. If you add any headings, you will need to set them as either Heading 1or Heading 2 using Styles for them to be included in this table. Styles is found

in the Format menu under Styles and Formatting]

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I. Situation Analysis

[Company] is a [type of organization] that has been in operation for ## years inthe [industry type] industry. The companys main focus is to [briefly describe thetypes of products or services that your organization provides] for customers.Currently, the company holds about ##% market share in the [location] [industry]market.

The following Situation Analysis will describe the current conditions surrounding[Company] and its products. It includes detailed information on the companysproducts and services, an analysis of the market, an evaluation of [Company]scompetitors and distributors, historical results of marketing efforts, an industryfinancial analysis, and macroenvironment information.

Product & Service Analysis

[Company] currently offers [list product and/or services your company offers] tocustomers in its target market. Our core [product/service] is [coreproduct/service]. This [product/service] meets the needs of our market by[discuss in one or two sentences how your core product meets the needs of yourtarget market]. Most consumers purchase our products and services through[mention your product's main distribution method].

[Product] is sold to distributors for $##.## and the suggested retail value of theproduct is $##.##. Typically, we offer distributors incentives such as [incentive1], [incentive 2], and [incentive 3]. Purchase incentives are also offered toconsumers, including [incentive 1], [incentive 2], and [incentive 3]. Last yearannual sales for [product name] were $##.## with a gross margin of ##%.

[Product Name] is branded as [briefly describe the current branding strategy]. Itincludes the following features:

[Feature 1]

[Feature 2]

[Feature 3]

[Feature 4]

[Feature 5]

The company also offers a few supplemental products and services associated

with our core product. These products, along with their annual sales, prices, andgross margin, are shown in the following chart:

Product Annual Sales Revenue/Unit

Gross Margin

[Product Name] $##.## $##.## ##%[Product Name] $##.## $##.## ##%[Product Name] $##.## $##.## ##%

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The formula for the Gross Margin:(Revenue per Unit Cost of Good Sold) / Revenue per Unit

[Describe the situation with your product mix and how these products aremeeting your customers needs].

Our products give us a competitive edge because [describe any advantages thatyour products have over your competitors' products].

[Describe future product/service plans. Include when they will be implementedand what benefits they will give to your customers.]

Market Analysis

Target Market

[Company] sells primarily to [consumers or businesses] and focuses on a [broador selective] population of ## potential customers in [location]. This populationcan be can be categorized into ## different segments.

[Segment 1] - Briefly define this segment [Segment 2] - Briefly define this segment

[Segment 3] - Briefly define this segment



This chart demonstrates the size of each of these segments in relation to theentire target market. This information is based on [source of information on sizeof each segment].

[Name of Market]

[Segment 1] [Segment 2] [Segment 3] [Segment 4] [Segment 5]

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Market Segments

Segment 1

Segment 2

Segment 3

Segment 4

Segment 5

Double-click on the graph to make changes to the values and names. Dontforget to save your marketing plan frequently!!!

For the most part, [Company]s [products/services] are targeted at [segment(s)],although people from the other market segments may be interested in our[products/services].

Market Demographics

Understanding the following geographic, demographic, psychographic, andbehavior factors is important for marketing our [product/services] to our targetmarket. This information was taken into account as we developed our marketingand advertising strategy.

Geographics

The immediate market for [Company] is located in the [geographic area]area. The population of this geographic market is ##

Our products and services are needed in a ##-mile geographic area We estimate that the total targeted areas population is ##

The target market lives in the following ZIP Codes: [ZIP Codes]

[Include any other important points related to the geographic area whereyour product/service will be marketed]

DemographicsOur market consists mainly of [consumer/business/consumers and businesses]customers. Based on our marketing research, these are the demographics ofour target market:[For Consumers Remove if not targeting consumers]

[Gender]

[Marital Status]

Age range of ## to ##. Median age of ##.

[Family Size, Children?]

[Education Level]

[Income Level]

[Homeowner? Include the value of the home.]

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[Occupation]

[Include any other important demographics of the market to which yourproduct/service will be marketed]

[For Business Remove if not targeting businesses]

[Industry Type or SIC/NAICS Code]

[Company Size]

[Job Titles/Departments]

[Annual Revenues]

[Include any other important demographics of the market to which yourproduct/service will be marketed]

The demographics of our target market should be compared to the demographicsof our geographic market. The typical [resident/business] of [metropolitan area]fits this profile:

[Profile the typical person or business in your geographic market usingthe same criteria that you listed above.]

PsychographicsThe psychographics of our target market describe what makes our customerswantto purchase our [product/service].

[Hobbies related to your product that interest your target market]

[Describe the spending patterns of your target market]

[Emotional aspects that would make your target market want to purchaseyour product. Why do they or will they like your product?]

[Social class or status]

[Who is the decision maker with your target market?]

[What would motivate your market to purchase your product?]

[Values and attitudes of your market that would influence their purchase

decision] [Is your target market brand conscious?]

[How does your target market perceive itself?]

[What is important to people in your target market?]

[What types of advertising is your target market likely to see? Do theylisten to the radio, use e-mail, watch certain television programs, etc.?]

[How do consumers perceive your product?]

[Include any important points related to psychographics of the market towhom your product/service will be marketed. Psychographics profile whatmakes your target market want to buy your product]

BehaviorsThe following behaviors are typical of our target market.

[Behavior 1]

[Behavior 2]

[Behavior 3]

[Behavior 4]

[Include any behaviors that are important to your target market]

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Market Needs

[Company] provides customers in [geographic area] with [briefly describe theproducts/services that your company offers]. Based on our research, our targetmarket finds the following benefits important. [Company] creates value for itscustomers by fulfilling these needs.

Market Need 1 [Explain how your company fulfills this need]





Market Trends & Growth

The main trend in the [industry type] industry is towards [describe industry trend].It is important for [company] to take these trends into account when it developsits strategy. Here are a few other trends that will impact our marketing efforts.

[Trend 1] [Describe the trend and how it is impacting the market]





[In a few sentences, describe the underlying reasons for the market trends].

The following chart demonstrates the growth that we expect in each of ourmarket segments over the next five years. This growth was estimated from[source of market growth information] and is dependant on [any factors that willinfluence the growth of your market].

Linked Chart Complete Using the TargetMarket Tab in the Excel Template

Graphs are available for this section in the Financial Templates. Please read theusers guide for information on adding these graphs to your marketing plan.

As shown in this chart, we expect fastest growth in the [segment]segment. We expect a decline in the size of the [segment] segmentover the next few years. This decline will be balanced by an increasein the [segment] segment. [Describe any other important observationsrelated to the market growth chart] Overall, we expect a growth rateof ## percent in our target market over the next five years. Theaverage growth rate is about ## percent each year.

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[Company] Marketing PlanDistribution Network Analysis

Our product is distributed to customers [directly -or- indirectly throughdistributors -or- both directly and indirectly through distributors]. Thefollowing chart shows the delivery and sales portion of the supply chainfor our products:

[Company]

[Supply Chain Step 1]

[Supply Chain Step 2]

Customer

Distributors purchase our products by [describe the distributorpurchase process]. The most significant factor influencing ourdistributors purchasing decisions is [describe who or what influencesthe distributor's purchase]. Generally, our distributors use our productto [explain how your product is used for the distributor's business andstrategy]. They perceive our product as being [explain distributors'attitudes and perceptions regarding your products].

Distributors of our product are mainly [size] [type of distributor] in the[region] area. They serve the markets in [area]. The main distributorsof our product are [distributor 1], [distributor 2], and [distributor 3].These distributors account for ##% of our distributor sales andaccount for a [significant -or- insignificant] portion of our business.Maintaining a good relationship with these distributors plays animportant role in our marketing strategy and deserves focus from thecompany. In the past, the company has managed these relationshipsby [explain what the company has done to build its relationship with itsdistributors]. Overall, these efforts have been [successful -or-unsuccessful].

Describe needs and benefits that distributors look for and any otherinformation regarding current situations with distributors that areimportant for consideration in the marketing plan.

Competitive Analysis

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[Company] Marketing Plan[Company] has ## main competitors in its market. For the most part, ourcompetitors target [similar -or- different] markets and provide products that are[similar -or- differentiated]. The main competitors for our product are thefollowing companies:

[Company 1]

[Product Name]o [Pricing Information]o [Describe the target market for this product]

o [What are the main features and benefits for this product?]

o [How is this product promoted?]

o [How is this product distributed to consumers?]

o [What other services are offered along with this product?]

[Describe the current activities of this competitor, how it compares to whatyour company offers, and what its competitive advantage is]

[Company 2]

[Product Name]o [Pricing Information]

o [Describe the target market for this product]






[Company 3]








[Company 4] [Product Name]

o [Pricing Information]






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[Company 5]








The following chart shows the market share for each of our main competitors, theprice of their competitive product, and the estimated growth rate for their sales.

This information was derived from [explain the source of the data for this chart].

Linked Chart Complete Using the Competitors tab in the Excel Template


As demonstrated in this analysis, [name(s) of competitor(s)] are the greatestthreat to our companys growth because [explain why this competitor is a threat].

These competitors actions in the market should be carefully monitored.

Currently, competitors in our market are moving towards [explain current trendsamong competitors]. The company should be aware of [discuss currentcompetitor actions that may become future competitive threats].

Current Financial Situation

The financial situation in the market for our product is [improving -or-

steady -or- declining] due to [describe conditions in the market thatare affecting the financial environment surrounding the product]. Thefollowing chart shows the current financial situation for the industry:

Linked Charts Complete Using the CurrentSales Tab in the ExcelTemplate

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As shown in this chart, sales for our product are [seasonal -or- steadythroughout the year] with industry sales peaking in [month or monthswhen sales tend to occur]. This seasonality is due to [explain whysales are seasonal (if applicable].

Sales of products in our industry are concentrated in [region(s) where

sales are highest]. This concentration occurs because [explain whysales tend to be higher in this region].

Companies in our industry tend to be [profitable -or- not profitable] andthe standard profit margin for the industry is estimated to be about ##%. Our products profit margin of ##% is [above - equal - below] theindustry standard.

Historical Results

[Company] has employed various marketing efforts over the past years to reach

its target audience. Some of these marketing efforts were successful and somewere unsuccessful. Success for our company is defined as [Describe the criteriathat your company uses to determine whether or not marketing efforts aresuccessful]. Efforts are deemed unsuccessful is they [Describe the criteria thatwould be used to determine whether or not marketing efforts are unsuccessful].

Successful Efforts Unsuccessful Efforts

[Successful Marketing Effort 1]



[Successful Marketing Effort 4] [Successful Marketing Effort 5]

[Unsuccessful Marketing Effort1]





Successful marketing efforts tend to [include any characteristics of yoursuccessful marketing efforts which are common among all successful efforts]..

On the other hand, our less successful marketing efforts tend to [describe anysimilarities between your unsuccessful marketing efforts that are not common toyour successful marketing efforts].

In terms of promotion and our companys marketing efforts, we have anadvantage over of competitors because [explain marketing advantages that thecompany has over its competitors], but may be at a disadvantage in terms of

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[Company] Marketing Plan[describe where the company's marketing may be at a disadvantage in terms ofthe competition].

Macroenvironment

[Company] should consider the following macroenvironment forces as itimplements this marketing plan. These forces may either provide opportunities

to the company or threaten the success of this marketing plan.

Demographic Forces

What demographic forces will have a significant impact on yourcompany? Examples may include shifts in the age of the population,geographic shifts in population, changes in the family, or changes inethnic/racial populations.

Economic Forces

What economic forces will have a siginificant impact on your marketingplan? Examples include changes in income or consumer spending

patterns.

Natural Forces

Are there natural forces (involving natural resources needed by yourcompany) that may impact the success of your marketing plan? Theremay also be government regulations that fit into this category.

Technological Forces

How will new technologies affect your company's products andopportunities?

Political & Legal Forces

Are there laws, government agencies, or special interest groups that mayhave an influence on your companies activities?

Social & Cultural Forces

What changes in values, perceptions, preferences, and behaviors willimpact your marketing efforts?

Ethical Forces

What ethical forces related to your product may affect your marketingefforts?

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Opportunities

[Opportunity 1 Example: New technology that has been recentlyintroduced]

[Opportunity 2 Example: Products or services that could fill unfulfilledcustomer needs]

[Opportunity 3 Example: Government regulations that have beenrecently removed]

[Opportunity 4 Example: Growth in previously untapped markets]

[Opportunity 5 - Example: Competitors that have decided to leave themarket]

Threats

[Threat 1 Example: Changes in the preferences of the market]

[Threat 2 Example: Increase in competition due to the lack of adequatebarriers to entry]

[Threat 3 Example: New government regulations]

[Threat 4 Example: Decline in population of our market] [Threat 5]

SWOT Action Plan

Overcome weaknesses to pursue opportunities

Pursueopportunitiesthat

fitwithstrengths Strengths Weaknesses E

stablishad

efensiveplantominimizethreats

[item]

[item]

[item]

[item] [item]

[item]

[item]

[item]

[item] [item]

Opportunities Threats

[item]

[item]

[item]

[item]

[item]

[item]

[item]

[item]

[item]

[item]

Minimize vulnerability to threats using strengths

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III. Marketing Objectives and Issues

Based on the analysis of our target market, competition, and the opportunitiesavailable in our market, [Company] has developed marketing objectives andfinancial objectives for its marketing efforts. In the end, these objectives supportthe companys mission statement.

[State your company's mission statement]

This section includes the objectives for this marketing plan, along with the keys tosuccess and critical issues that are associated with these objectives.

Financial Objectives

The financial objectives for [Company] were established by [explain the criteriaused to establish the financial objectives]. The ultimate goal for this marketingplan is to improve the bottom line and increase shareholder value. Financialobjectives are in four categories: Sales, Margins, Profits, and Ratios.

Sales Objectives1.1 [Objective 1]2.2 [Objective 2]

Margin Objectives1.1 [Objective 1]2.2 [Objective 2]

Profit Objectives1.1 [Objective 1]2.2 [Objective 2]

Ratio Objectives1.1 [Objective 1]2.2 [Objective 2]

Keys to SuccessIn order to meet the financial goals outlined in this marketing plan, it is importantthat the companys marketing strategy does the following:

[Key to Success 1]

[Key to Success 2]

[Key to Success 3]

[Key to Success 4]

[Key to Success 5]

Marketing Objectives

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IV. Marketing Strategy

[Company] is committed to [state the overall objective of the company. Example:becoming the market leader in the pre-employment screening industry.]. Wehave developed a strategy to bring the company closer to this goal. This strategydepends on meeting high performance criteria in these areas:

[Performance Area 1]





The goals of [company]s marketing strategy are to [goal 1], [goal 2], and [goal 3].This section will outline how our organization will meet these goals.

Target Marketing

The Situation Analysis explained that the company has segmented its targetmarket into ## segments: [Segment 1], [Segment 2], [Segment 3], [Segment 4]and [Segment 5]. These segments were chosen because [explain why you havechosen to target these segments]. Each segment has unique characteristicsand, therefore, presents unique marketing opportunities.

[Segment 1] [Using the information from the target market section,describe the characteristics of this market segment.]





Positioning

[The primary opinion your target market has that is related to your productofferings] is important to our audience. They need and desire [need/desire 1],

[need/desire 2], and [need/desire 3]. Our product has an advantage of ourcompetitors products because it [describe an attribute of your product that fulfillsthe needs/desires that you mentioned in a way that is superior to thecompetition]. Unlike our competition, we are able to [describe another attribute ofyour product that fulfills the needs/desires that you mentioned]. It is important forus to capitalize on this advantage when we position [product/service] in themarket.

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[Company] Marketing PlanMarketing Strategies & Tactics

[Company]s most important goal is to [state the overall objective of the company.Example: becoming the market leader in the pre-employment screeningindustry.]. We have established the following marketing strategies to reach thisgoal:

[Strategy 1]

[Strategy 2]

[Strategy 3]

[Strategy 4]

[Strategy 5]

The tactics we will use to implement these strategies and the programs related tothese tactics are outlined below:

Strategy #1 - [Marketing Objective] [Brief Description of the Strategy]

[Method for reaching objective 1]

o [Program 1]o [Program 2]

o [Program 3]

o [Program 4]

o [Program 5]

[Method for reaching objective 2]o [Program 1]

o [Program 2]

o [Program 3]

o [Program 4]

o [Program 5]


o [Program 2]

o [Program 3]

o [Program 4]

o [Program 5]


o [Program 2]

o [Program 3]

o [Program 4]o [Program 5]



o [Program 2]

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[Company] Marketing Planoo [Program 3]

oo [Program 4]

oo [Program 5]

[Method for reaching objective 2]oo [Program 1]

oo [Program 2]

oo

[Program 3]oo [Program 4]

oo [Program 5]


oo [Program 2]

oo [Program 3]

oo [Program 4]

oo [Program 5]


oo [Program 2]oo [Program 3]

oo [Program 4]

oo [Program 5]



oo [Program 2]

oo [Program 3]



oo [Program 2]

oo [Program 3]

oo [Program 4]

oo [Program 5]


oo


oo [Program 4]

oo [Program 5]


oo [Program 2]

oo [Program 3]

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oo [Program 5]



oo [Program 2]

oo [Program 3]

oo [Program 4]

oo [Program 5]


oo [Program 2]

oo [Program 3]

oo [Program 4]

oo [Program 5]

[Method for reaching objective 3]oo [Program 1]oo [Program 2]

oo [Program 3]

oo [Program 4]

oo [Program 5]

oo [Program 5]


oo [Program 2]

oo [Program 3]




oo [Program 2]

oo [Program 3]

oo [Program 4]

oo [Program 5]


oo [Program 2]

oo [Program 3]

oo [Program 4]

oo [Program 5]


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oo [Program 3]

oo [Program 4]

oo [Program 5]


oo


oo [Program 4]

oo [Program 5]

Marketing Mix

Our marketing mix approaches products, pricing, promotion and distribution inthe following ways:

Products

Our main product, [product name], enables customers to [Benefit 1], [Benefit 2],and [Benefit 3]. In order to be successful, it is important that our product[success factor]. [Describe the strategic vision behind your products].

The following elements of our product are important to its strategic success:

[Element 1] - [Describe how this element contributes to the marketingstrategy]




PricingThe pricing of our products is based on [Describe your primary pricing strategy].Our market is fairly [developed/undeveloped] and has [many/few] competitors;therefore, our pricing must [describe the impact that the number of competitorsand age of the market will have on your product pricing strategy].

Based on surveys and research of our target market, customers seem to be fairly[sensitive/unsensitive] to pricing for our products. We should price our product

[above/below] our competitors to be successful. The following chartdemonstrates the relationship between our prices and our competitors prices.

A chart is available for this section in the Competitor tab in the Excel templates.

Customer will be willing to pay the set prices for our product because it createsvalue for them. For example, the product [value proposition 1]. It also [valueproposition 2].

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PromotionsIn the past we have had success promoting our products through [SuccessfulMethod 1] and [Successful Method 2]. We have also found success with[Successful Method 3]. To communicate clearly with our customers it isimportant that we present a consistent marketing message between the differentmarketing channels. We will integrate our marketing communication in the

following categories:

Advertising [What channels will you use? Where have you hadsuccess? Be specific.]

Public Relations and Publicity [What channels will you use? Wherehave you had success? Be specific.]

Direct Marketing [What channels will you use? Where have you hadsuccess? Be specific.]

Promotions and Events [What channels will you use? Where have youhad success? Be specific.]

Product Marketing Materials [What channels will you use? Where haveyou had success? Be specific.]

Sales Force [What channels will you use? Where have you hadsuccess? Be specific.]

Online Advertising [What channels will you use? Where have you hadsuccess? Be specific.]

DistributionThe main distribution channels for our product are through [distribution method1], [distribution method 2], and [distribution method 3]. In order to make ourproduct [exclusive/accessable] we plan to have it available in [few/many]locations.

We want our product to be seen as [describe the image you are trying to conveywith your product] so it makes sense that it would be available at [location 1],[location 2], and [location 3]. Since customers in our target market also frequentthese locations, they will have access to our product easily.

Marketing Research

Market research on our product is performed using the following methods:

Focus Groups [describe how focus groups will be used to gather marketingresearch data]

Surveys [describe how surveys will be used to gather marketing research data]

Interviews [describe how interviews will be used to gather marketing researchdata]

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[Company] Marketing PlanInternal Data [describe how internal data will be used to gather marketingresearch data]

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V. Action Items

Using the strategy and objectives in this marketing plan, [Company] hasestablished milestones to ensure that this plan is implemented successfully. Thissection includes these milestones, along with information on who in the companywill be responsible for their success. An overview of the members of ourmarketing team, along with an organization chart for the department, is alsoincluded.

Milestones

Ensuring that the tasks outlined in this marketing plan are implemented on timeand on budget is fundamental to [Company]s marketing success. Thesemilestones identify the key projects, along with their start and end dates,budgets, and responsible managers and departments.

Linked Chart Complete Using the Milestones Tab in the Excel Template


Marketing Organization

The marketing efforts of [Company] are led by [Name]. [He -or- She] is the[Position/Title] at [Company] and is responsible for overseeing theimplementation of this marketing plan.

These efforts will also be supported by various individuals within the marketingdepartment.

[Name], [Title] Responsible for [List individual's responsibilities]









The marketing department is organized as follows:

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To modify the organizational chart, select the cell you would like to modify. Toadd an individual, right click on the cell you would like it connected to and selectsubordinate, co-worker, or assistant. To remove a cell, click the cell you wouldlike to remove and press delete on your keyboard.

[Name]VP - Marketing &

Sales

[Name]

Director of MarComm

[Name]Director of Marketing

[Name]Sales Director

[Name]Webmaster

[Name]Administrative

Assistant

[Name]Public Relations

[Name]Advertising

[Name]Product Manager

[Name]Product Manager

[Name]Marketing Research

[Name]Inside Sales

[Name]Sales Channel 1

[Name]Sales Channel 2

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VI.Financials, Budgets, and Forecasts

This section of our marketing plan will address the financial projections andrequirements for [Company]s marketing activities. Included are a break-evenanalysis, sales forecast, expense projects, and marketing budgets.

Break-even Analysis

In order to breakeven, [Company] needs to sell ## units monthly with a monthlyrevenue of $##. Based on our sales and expense forecasts, it is [probable -or-unlikely] that we will be able to breakeven this year. This is demonstrated in thisbreak-even analysis:

Linked Chart Complete Using the Breakeven Tab in the Excel Template


Sales Forecast

Sales are projected to increase as we implement the strategies in this marketingplan. During the first ## months of [year], sales are expected to be [lower - haveno noticible change - higher] as [Company] [describe activities, such as preparingadvertising, which will account for slower or average sales. If you expect a big

jump in sales, explain why.]. In [month] it is anticipated that [describe an activitythat will increase sales], which will improve our sales and increase revenuesfairly quickly. By [month], this plan will be completely implemented and sales areprojected to grow at a rate of ##% each month through the end of the year.

[Product name] is a seasonal item. Forecasted sales are expected to be thestrongest in [month] through [month], peaking in [highest month for sales]. Thismeans that it is imperative that [list any activities that need to be completedbefore the "season" for this product] is completed by [month].

[Describe any other conditions or activities which will impact sales].

The following graphs and charts outline the sales forecasts for [Company]:

Linked Chart Complete Using the SalesForecast Tab in the Excel Template

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[Company] Marketing PlanCost of Sales Forecast

Each sales channel in our sales forecast has expenses associated with the salesof [product]. The following chart projects the cost of sales for each sales channelin our distribution network over the next five years:

Linked Chart Complete Using the CostofSales Tab in the Excel Template

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Marketing Budget Forecast

The marketing expenses have been budgeted to coincide with the sales forecast.In months with more revenue, [Company] has budgeted more funds towards itsmarketing programs. [List marketing programs where the budget will not varyfrom month to month] require a fairly fixed budget and will not vary substantially

from month to month.

The annual marketing budget for [Company] over the next five years is outlinedas follows:

Linked Chart Complete Using the Budget Tab in the Excel Template

A detailed monthly budget for Year 1 of this marketing plan is found in theappendix.

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VII. Controls

This section outlines how the progress of this marketing plan will be monitoredand plans for difficulties that the company may face during its implementation.

Performance Monitoring

This marketing plan was developed give direction to [Company]s sales andmarketing efforts. Performance will be monitored in the following areas:

1. [Performance Measurement 1]2. [Performance Measurement 2]3. [Performance Measurement 3]4. [Performance Measurement 4]5. [Performance Measurement 5]6. [Performance Measurement 6]

Reports showing the progress of these performance measurements will bedistributed to [list individuals who will receive reports] on a [time frame (example:weekly)] basis. [Name] will be responsible for preparing and distributing thesereports.

Contingency Planning

The largest hurdles that [Company] will face in the implementation of thismarketing plan are included in this list:

[Difficulty or Risk 1]

[Difficulty or Risk 2] [Difficulty or Risk 3]

These potential difficulties and risks have been minimized through [briefly explainhow your marketing efforts will minimize each of the difficulties and risksmentioned above].

The worst case scenarios for [Company] are the following:

[worst case scenario 1]



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Appendix A: Year 1 Marketing Budget

Linked Chart Complete Using the Budget Tab in the Excel Template

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[Company] Marketing PlanIVD 2.0

Copyright & License Agreement

This notice may be removed from copies of this marketing plandistributed outside your organization under the restrictions containedin the License Agreement. This license must accompany any editable,electronic copies of this file made by the user.

2001 2006 Business Plan Success, All Rights ReservedThis template is protected by U.S and International Copyright Law.This template may not be resold or distributed in any form except as outlined in the license agreement.Information on these templates is available athttp://www.business-plan-success.com/ andhttp://www.marketing-plan-success.com/ .

License Agreement

Effective: August 1, 2006

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Upon your acceptance of this agreement, we grant you a nonexclusive right to use the data, provided you agree to thefollowing:

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You may download the Marketing Plan fromhttp://www.business-plan-success.com/orhttp://www.marketing-plan-success.com/and store it on a hard disk or other storage device. You may make unlimited copies of this data for yourpersonal use, provided that this agreement accompanies every copy made. The Excel templates may not be distributedoutside your business or organization in any form. The Users Guide may not be distributed outside your business ororganization in any form. The Word template (this file) may be distributed outside your organization provided that it isdistributed in such a way that it cannot be modified by the recipient (i.e. in a printed hard copy or protected .DOC or .PDFfile). The sample marketing plan may not be distributed outside your organization in any form.

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The data on this website is owned by Business Plan Success. The structure, organization and code related to this dataare also owned by this company. This product is protected by United States Copyright Law and International Treatyprovisions. You may use trademarks only to comply with this agreement. Use of the trademark does not give you anyrights of ownership in that trademark. Except as stated above, this agreement does not grant you any intellectual propertyrights in the data.

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fitness for any particular purpose. In no event will the company be liable to you for any consequential, incidental, orspecial damages, including any lost profits or lost savings, even i f a company representative has been advised of thepossibility of such damages, or for any claim by any third party. Some states or jurisdictions do not allow the exclusion orlimitation or incidental, consequential, or special damages, or the exclusion of the implied warranties or limitations on howlong an implied warranty may last, so the above limitations may not apply to you.

Support

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[Company] Marketing PlanThe Company will provide reasonable support to assist you with downloading and accessing the product for 30 days afterits purchase. Reasonable support will be determined by the Company. Under no circumstances will the Company beunder any obligation to provide a hard-copy of the product, upgrades, enhancements, modifications, or other support,including, without limitation, phone support.

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By accepting this agreement, you acknowledge that you are downloading a collection of documents collectively known asthe Data. You also acknowledge that your computer has the necessary software to open and view these documents.These requirements are described on our website product page. The Company is under no obligation to support softwarenecessary to view these documents. Limited support may be available upon request.

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This Agreement will be governed by the laws of the State of Utah, U.S.A., excluding the application of its conflicts of lawrules. This Agreement will not be governed by the United Nations Convention on Contracts for the International Sale ofGoods, the application of which is expressly excluded. If any part of this Agreement is found void and unenforceable, it willnot affect the validity of the balance of the Agreement, which shall remain valid and enforceable according to its terms.You agree that the Software will not be shipped, transferred or exported into any country or used in any manner prohibitedby the United States Export Administration Act or any other export laws, restrictions or regulations. This Agreement shallautomatically terminate upon failure by you to comply with its terms. This Agreement may only be modified in writingsigned by an authorized officer of the Company.

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The Software and Documentation are "Commercial Items," as that term is defined at 48 C.F.R. 2.101, consisting of"Commercial Computer Software" and "Commercial Computer Software Documentation," as such terms are used in 48

C.F.R. 12.212 or 48 C.F.R. 227.7202, as applicable. Consistent with 48 C.F.R. 12.212 or 48 C.F.R. 227.7202-1through 227.7202-4, as applicable, the Commercial Computer Software and Commercial Computer SoftwareDocumentation are being licensed to U.S. Government end users (A) only as Commercial Items and (B) with only thoserights as are granted to all other end users pursuant to the terms and conditions herein.

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Unpublished rights reserved under the copyright laws of the United States.

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