Sections of a Marketing Plan

ESOMIE

Executive Summary

Summarizes the marketing plan and lists the highlights so an executive can tell if he wishes to look at the entire plan.

INTERNAL Strengths Weaknesses

EXTERNAL Opportunities Threats

SITUATIONAL ANALYSIS PART ONE

INTERNAL Strengths Weaknesses

EXTERNAL Opportunities Threats

Let’s PracticeProduct: iWatch

- Offering biometric functionality, integration with the iPhone, iPad, and Mac, and a "fashionable appearance." - As has been previously suggested, he predicts the device will come in two - sizes, with a 1.3-inch and 1.5-inch flexible AMOLED display. It will also - include a sapphire cover lens, biometric recognition, an NFC chip, - wireless charging, a 200 to 250 mAh battery, and a slim and light design. - Kuo also believes that Apple will offer the iWatch at multiple price points, - with the most expensive version costing upwards of $1,000

Political Economic

Society/Trends Technology

Explain your PEST

SITUATIONAL ANALYSIS PART TWO

OBJECTIVES

Financial (How much will you spend and make by a certain date?)

Marketing (Specific timeline for marketing events)

Marketing Mix (4P’s+1)

Product (Features, Benefits, USP) Promotion (How/Why?) Price (Justify your pricing strategy)

Penetration, prestige, competitor pricing Placement (distribution – where will your

products be sold? How will they get from the warehouse to your store?) People – How will your sales staff and

employees act?

Don’t forget a feature/benefit table!

Feature Benefit

Thermal Interior Keeps you warm while skiing

Lightweight Material Easy to move on the slopes

Variety of colors Can match to multiple ski outfits

Pocket for phone Can get lost in music as you ski to the beat of your favorite song. Find others on the slopes.

Made by North Face Matches other North Face clothing. People are brand loyal to North Face.

Product: Ski Jacket

Implementation

WHO will do WHAT by WHEN?

Evaluation and Control

What are your performance standards? How can you tell if your plan is a success. Control - If your plan doesn’t work, how

will you control your losses (what will you do to fix the problem?)

Presentation Tips Introduce Yourself Eye Contact Visuals Tell a story Rehearse Know your partners role Have a wow factor Answer questions (ask for them) Thank audience for their time PPt is not your presentation ---YOU ARE!

Things to Consider

Verbal: inflection, tone, clarity, volume, excitability factor

Non verbal: gestures, eye contact, facial expressions

Story telling abilities Proper intro and conclusion Discuss benefits!!! End with a call to action Use the visual effectively Knowledgeable? Use marketing terms correctly?

All members understand the product?

Things to Consider ctd.

Mention the 4P’s? Mention the target market? Segment it 3-

5 ways. Justify EVERYTHING!

5 Question Quiz

What are the sections of a Marketing Plan?

What is an Environmental Scan What are the 4(5) P’s of Marketing? What is a performance standard and

what section of the plan is it in? What is a SWOT analysis?