Marketing Plan Outline for LM309

Document Sample
Marketing Plan Outline for LM309 Powered By Docstoc
					       Marketing Plan Outline for Sussex University Marketing 2006.
                               Emmet Hayes


A Marketing Plan is a ‘living document’. It is added to, and updated, as more
information becomes available and as market conditions change.
It is a roadmap to highlight how the product will be created, launched, and
managed. It details who are the key players, their roles, and responsibilities.

Mission Statement:
A few sentences that crisply describe the core and spirit of your product/service.

Objective:
Where you plan to be, what you hope to achieve in 1 to 3 years. (Remember
SMART). If you cant measure an objective, its not an objective.

Environmental Scanning:
PEST Analysis.
SWOT Analysis.
Market Research. What type, what cost, what objective.

Demographics: Analysis of the demographics of your potential marketplace.

Segmentation:
What segments have you identified, which one(s) you chose, and why. Also
identify segments you rejected and why.

Targeting:
How will you target your segment. How will you ‘reach’ your target customers.

Positioning:
Who are your major competitors and how do you position against them. Do you
have any USP’s.

Product:
Describe your product and its variations. What benefits does it bring to your
customer chain (include distribution channels).

Promotion:
How will you promote your product. Describe different methods and why you
chose what you did.

Price:
What is your pricing strategy. If your product is free, justify why.

Place:
Describe your distribution strategies, etc.

People, Physical Evidence, Processes:
Describe what resources (people, buildings, money) you will need, how you will
warehouse your product, or get it hosted.

Financials:
Describe the cash flow through your business. How will it be funded, where will
revenue come from. When will you make a profit. At the end of the day, if you
cant make a profit (or bring a significant benefit to the sponsor), you are dead in
the water.
Project Plan:
Who will do what, when. Milestones etc.(Bonus Marks).

Conclusion:
Your conclusions and recommendations.