outline of marketing plan
“a blueprint for delivering corporate goals and objectives through meeting the needs of consumers.”
• Executive Summary: Explain the PROBLEM, your SOLUTION, and how MUCH it’s going to cost you. That’s really ALL the top management is interested in. Think about what your top management would be interested in reading if they don’t have time to read the whole plan. The most important highlights from this plan should be summarized here – 2 slides max. Overview: (How did you arrive at selecting this topic area? 1-2 slides max. Other background info should also be stated briefly here, such as history of the org. or its business model.) Mission Statement: More long-term (ex. Nike Mission Statement Does not have to be lengthy and complicated - I’ll show this to you in Week4. Hang on.) Products and Services (What are your product offerings?) Situation Analysis (ALL the sub-sections we covered in Week2 except Demographics) Analysis of Target Markets (Use Demographics and Psychographics data here and HIGHLIGHT who your target is.) Brand Positioning Statement (We’ll learn about this in Week 4) Marketing Objectives (Focus on 2-3 key objectives – should be measureable which means you should include specific numbers for you to measure success later on) Marketing Strategies (“Game plan”) & Tactics (“X & O’s” – Tell your STORY) Action Plan (Execution incl. Calendar and Budget – see sample plans in the reader) Summary – Drive home your 3-4 KEY SELLING POINTS, the bread-n-butter ideas, so that the reader/audience remembers them clearly about your plan. There’s no way they’ll remember everything about your plan. Reinforce the key ideas or the ones that you want us to take away.
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