What does a Marketing Plan include?

These slides are based on Chapter 2 of ‘Marketing Management’ by Kotler Keller

Written document that summarizes what the marketer

has learned about the marketplace and indicates how the

firm plans to reach its marketing objectives

Marketing Plan

Provides direction and focus for a brand, product, or company

Becoming more customer- and competitor-oriented, better

reasoned, and more realistic

Contains tactical guidelines for the marketing programs and

financial allocations

Marketing Plan includes

1. Executive summary and table of contents

2. Situation analysis

3. Marketing strategy

4. Financial projections

5. Implementation controls

1. Executive Summary & Table of Contents

Marketing Plan should open with a table of contents and brief

summary for senior management of the main goals and

recommendations

2. Situation Analysis

Relevant background data on sales, costs, the market,

competitors, and the various forces in the macro-environment

3. Marketing Strategy

Defines the mission, marketing and financial objectives, and needs

the market offering is intended to satisfy as well as its competitive

positioning

4. Financial Projections

Include a sales forecast, an expense forecast, and a break-even

analysis

5. Implementation Controls

Outlines the controls for monitoring and adjusting

implementation of the plan

As the Plan is put into effect,

Marketers use RESEARCH to measure progress toward

objectives and identify areas for improvement

The Role of Research

To develop innovative products, successful strategies, and action

programs, marketers need up-to-date information about the

environment, the competition, and the selected market segments

Finally,Marketing Research helps marketers learn more about

their customers’ requirements, expectations,

perceptions, satisfaction, and loyalty

Thus, Marketing Plan should outline what marketing

research will be conducted and when, as well as how

the findings will be applied

Marketers must consider all Relationships when developing a Marketing Plan

The Role of Relationships

Marketing Plan shows how the company will establish and

maintain profitable customer relationships

Also, affects both internal and external relationships

From Marketing Plan to Marketing Action

Marketing Plan should define how progress toward objectives will

be measured

Marketing metrics track actual outcomes of marketing programs to

see whether the company is moving forward toward its objectives

R E F E R E N C E S

http://toolkit.smallbiz.nsw.gov.au/media/useruploads/images/Marketing_Ch1_Pt3_Marketing_Objectives_3.jpg

http://www.bibisicorp.com/mobilestrategy_files/dart.jpg

http://broadviewmarketinggroup.com/broadviewwp/wp-content/uploads/2015/05/bigstock-handshake-13868735.jpg

http://www.jocaonstuff.com/wp-content/uploads/2010/07/project_product.jpg

http://www.managenergy.net/lib/images/1486/original_shutterstock_155697419.jpg

https://knowlium.com/wp-content/uploads/2013/08/Financial-Projections.jpg

http://blogs.reuters.com/edgy-optimist/files/2014/02/lira.jpg

http://scoutingpages.org/us/ca/troop384/Images/BookBackground.jpg