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    Marketing Plan Template

    Uploaded by

    Pao Espi
    This document outlines a marketing plan template that includes sections for an executive summary, brand profile, marketing objectives, situational analysis including PEST and SWOT analyses, market segmentation, positioning, branding, marketing programs including product, pricing, distribution, and promotion strategies, competitor analysis including a competitive profile matrix, and identifying competitive advantages. The template provides guidance on the key elements to include in a comprehensive marketing plan.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Marketing Plan Template

    Uploaded by

    Pao Espi
    570 views3 pages
    This document outlines a marketing plan template that includes sections for an executive summary, brand profile, marketing objectives, situational analysis including PEST and SWOT analyses, market segmentation, positioning, branding, marketing programs including product, pricing, distribution, and promotion strategies, competitor analysis including a competitive profile matrix, and identifying competitive advantages. The template provides guidance on the key elements to include in a comprehensive marketing plan.

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    Non marketing major

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    This document outlines a marketing plan template that includes sections for an executive summary, brand profile, marketing objectives, situational analysis including PEST and SWOT analyses, market segmentation, positioning, branding, marketing programs including product, pricing, distribution, and promotion strategies, competitor analysis including a competitive profile matrix, and identifying competitive advantages. The template provides guidance on the key elements to include in a comprehensive marketing plan.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    570 views3 pages

    Marketing Plan Template

    Uploaded by

    Pao Espi
    This document outlines a marketing plan template that includes sections for an executive summary, brand profile, marketing objectives, situational analysis including PEST and SWOT analyses, market segmentation, positioning, branding, marketing programs including product, pricing, distribution, and promotion strategies, competitor analysis including a competitive profile matrix, and identifying competitive advantages. The template provides guidance on the key elements to include in a comprehensive marketing plan.

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    © All Rights Reserved
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    MARKETING PLAN

    MEGA SARDINES
    CRAYOLA
    RUSTY LOPEZ
    TORQUE MOBILE

    I.

    EXECUTIVE SUMMARY
    The executive summary outlines the who, what , where, when , how, and why of the
    marketing plan

    II.

    BRAND PROFILE
    The brand profile summarizes the history (manufacturer), how it was founded and by
    whom, what its products are, and why they are unique.

    III.

    MAKETING OBJECTIVES
    Identify the marketing objectives of the brand

    IV.

    SITUATIONAL ANALYSIS
    A. Industry Analysis
    Use the PEST model to analyze the industry (POLITICAL, ECONOMY, SOCIO
    CULTURAL, TEHCNOLOGICAL)
    B. SWOT Analysis

    List in a table your companys key internal strengths and weaknesses, the
    threats it faces and the opportunities that the market presents. Elements
    discussed above (e.g. competitive advantage) should be present in this table

    V.

    MARKETING STRATEGY
    A. Market Segmentation
    Identify and discuss the profile of the target market. List the most pertinent
    segmentation dimensions for your market (e.g. demographics, behaviors,
    geographic regions, purchase habits, resistance to change, adopter categories
    [innovators, early adopters, early majority, late majority, laggards), familiarity with
    or access to technology, etc.)

    B. Positioning

    C. Describe the companys unique selling proposition and how you


    differentiate yourself from your competitors
    D. Provide companys positioning strategy or positioning strategy per product
    or per product family. Provide slogan or positioning statement for company
    and per product. Positioning strategies can be based on the following:

    Product attributes
    Product benefits
    Customer usage occasions/patterns
    Users
    Direct comparison to competitor
    Avoiding competitors
    Product classes

    C. Branding
    Provide branding strategies based on positioning.
    Detail the brand name and elements
    Company and product logo/slogan
    Brand identity, personality and associations
    Brand names (trademarks)
    Packaging
    VI.

    MARKETING PROGRAMS
    A. Product
    Identity main product line and sub-product lines
    Identify key product attributes (e.g. features, quality, wide or deep product
    assortment, packaging, trust/warranty, etc.) that will be or have been
    implemented in response to target markets needs and according to
    marketing strategy
    Provide product name, description, functionality, features and benefits
    A Pricing
    Describe how selling price will be determined
    Describe pricing strategy (e.g. market-skimming pricing, market
    penetration pricing, lowest price provider, geographic pricing, bundling of
    products, etc.) and how it relates to overall marketing strategy
    C. Distribution (Place)
    Specify the role of distribution as it applies to the marketing strategy (e.g. exclusive
    distribution, penetrate the whole market, selective distribution)
    Identify geographical or sales territories to be covered
    Specify the type of distribution channel(s) (e.g. direct/indirect/personal selling,
    number and type of intermediaries [retailer, wholesaler, distributors, agents])
    D. Promotion
    Identify and describe the push and pull promotion strategies of the brand.

    VII.

    COMPETITOR ANALYSIS

    A. Direct Competitors
    Identify 2 direct competitors and 1 indirect commpetitor. Use the
    Competitive Profile Matrix. List 5 key factors as basis for comparison

    B. Competitive Advantage
    Describe your competitive capabilities, resources and competitive
    advantage(s)
    Compare your core competencies in relation to that of competitors

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