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Marketing Plan

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Marketing Plan ... Marketing Plan. Situation Analysis. SWOT: Strengths, Weakness, ... Place (Distribution) Strategy: Marketing Channels how does ... – PowerPoint PPT presentation

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Title: Marketing Plan


1
Marketing Plan
  • Final Group Project and Presentation

2
Parts of The Marketing Plan
Appendix A, p. 58with changes
  • Market-Product Focus
  • Marketing and Product Objectives
  • Segmentation Criteria
  • Target Markets
  • Points of Difference
  • Positioning
  • Marketing Program
  • Product
  • Price
  • Promotion
  • Place
  • Financial Data/Projections
  • Past Sales Revenues
  • Projections
  • Implementation
  • Evaluation and Control
  • Appendixes (3 Visual Samples)
  • Executive Summary
  • Company Description
  • Strategic Focus and Plan
  • Mission and Vision
  • Goals
  • Core Competency and Competitive Advantage
  • Organizational Structure
  • Situation Analysis
  • SWOT Analysis
  • Industry Analysis
  • Competitor Analysis
  • Company Analysis
  • Customer Analysis

3
Marketing Plan
  • Executive Summary
  • Write this last
  • Sells the plan to readers through clarity and
    brevity
  • Company Description
  • Briefly describe your company culture and
    strategy.

4
Marketing Plan
  • Strategy and Focus Plan
  • Mission/Vision Define the organizations
    overall purpose and what it hopes to achieve in
    terms of customers, products, and resources.
  • Organizational Structure How is your company
    distributed. Chain of command?

5
Marketing Plan
  • Situation Analysis
  • SWOT Strengths, Weakness, Opportunities, and
    Threats
  • Industry Analysis What is happening in your
    companys industry (trade journals, articles,
    etc. )?
  • Competitive Analysis Who are your direct
    competitors and what are their strengths and
    weaknesses.
  • Company Analysis How will you meet your overall
    goals?
  • Customer Analysis Exactly who are your
    customers?

6
Marketing Plan
  • Market-Product Focus
  • Marketing and Product Objectives Specific new
    product and marketing objectives.
  • Segmentation Criteria How have you segmented
    the market? Demographic, Psychographic, Usage,
    etc.
  • Target Markets Who is your target market or
    markets and how did you choose these markets?
  • Points of Difference What are your core
    competencies and competitive advantages?
  • Positioning What position will you hold in the
    consumers mind?

7
Marketing Plan
  • Marketing Program
  • Product Strategy Features, functions,
    packaging, logo, lettering, product line details,
    etc.
  • Price Strategy How did you establish price and
    what strategy are you using?
  • Promotional Strategy Explain your use of
    Advertising, Public Relations, Sales Promotion,
    Personal Selling, and Direct Marketing
  • Place (Distribution) Strategy Marketing
    Channelshow does your product get into the
    customers hands?

8
Marketing Plan
  • Financial Data/Projections
  • Projections
  • First-Year Projections
  • Sales
  • Costs
  • Profitability
  • Five-Year Projections

9
Marketing Plan
  • Implementation
  • Timeline of when and how marketing objectives are
    being met

10
Marketing Plan
  • Evaluation and Control
  • Detailed strategy of how you will monitor and
    evaluate if your current marketing strategy is
    working.
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