RURAL MARKETING PLANDr. Sanjay Jain

Associate Professor

IMS, Ghaziabad

WHAT IS A MARKETING PLAN?

A marketing plan is a written document that summarizes what the marketer has learned about the market place and indicates how the firm plans to reach its marketing objective/s.

The Marketing Plan is a highly detailed, heavily researched and well written report that many inside and outside the organization evaluate.

MARKETING PLAN

The Marketing Plan is generally undertaken for one of the following reasons:1. As part of the yearly planning process within

the marketing functional area2. Needed for a specialized strategy (e.g. new

product planning, entering new markets, or trying a new strategy to fix an existing problem)

3. As a component within an overall business plan

HOW TO WRITE A MARKETING PLAN

1. PURPOSE 2. SITUATIONAL ANALYSIS3. MARKETING STRATEGY AND OBJECTIVES4. TACTICAL MARKETING PROGRAMS5. BUDGETING, PERFORMANCE ANALYSIS AND

IMPLEMENTATION6. ADDITIONAL CONSIDERATIONS

1. PURPOSE OF THE MARKETING PLAN

Offer brief explanation for why this plan was produced

Suggest what may be done with the information contained in the plan

2. SITUATIONAL ANALYSIS

i. Current Product Analysisii. Customer Analysisiii. Competitor Analysisiv. Environmental Analysis (Opportunities &

Threats) 

I. CURRENT PRODUCT ANALYSIS

Product Attributes Pricing Distribution Promotion Services Offered Sales Analysis

II. CUSTOMER ANALYSIS demographic/psychographic profile of the market:

gender, income, age, occupation, education, family life cycle, geographic region, lifestyle, attitudes, purchasing characteristics, etc.

characteristics of customers: Needs/benefits sought by market Product usage: Who, why, when, how? Customer Perception and attitude

purchasing process: How does they make their purchase?

decision-making process, decision maker, information sought for purchasing,

Who makes the purchase? Does user purchase or is other party responsible (e.g., parent

purchasing for children)? Who or what influence the purchase?

market size estimates:

III. COMPETITOR ANALYSIS

Describe direct competitors in terms of:Target markets servedProduct attributes, Pricing, Promotion,

Distribution networkServices offered

Discuss competitor’s strengths and weaknesses

IV. ENVIRONMENTAL ANALYSIS (OPPORTUNITIES & THREATS)

Describe trends, events, conditions that are external (usually uncontrolled by the company) that may impact the company’s product(s) or the market.social and culturaldemographiceconomictechnologicalpolitical legal, regulatory, ethical

3. MARKETING STRATEGY & OBJECTIVE(S)

Marketing Strategy Segmentation Target Market (who will be our customer) Positioning Branding etc

4. TACTICAL MARKETING PROGRAMS

It contains descriptions of Marketing Mix or detailed tactics to be carried out to achieve the objectives and goals established in Step 3. Product Promotion Pricing Distribution Other Areas

5. BUDGETING, FINANCIAL ANALYSIS AND IMPLEMENTATION

Marketing Budgetlay out spending requirements necessary for

meeting the plan’s objectives Outline spending requirements for each tactical

marketing decision Breakdown each tactical category

e.g., types of advertising, types of services offered, marketing research expense, etc.

Show detailed spending timetable by: Month, Year

Show spending by: Product (if plan is for more than one) Segment/Geographic area Distribution Network/Channel

FINANCIAL ANALYSIS

Financial Projections Cash flow/revenue Scenario analysis Profitability

Breakeven Analysis Marketing Contribution Ratio Analysis

Limit to important marketing ratios e.g., sales cycle, advertising-to-sales,

conversions from trial to purchase, website traffic-to-search engine marketing, etc.

6. ADDITIONAL CONSIDERATIONS

potential situations that may affect the plan Internal Factors External Factors Research Limitations