Marketing Plan Marking Scheme

Sections Value Mark

Introduction
1-1.5 pages Description 5
Differentiation 3
Consumer Need 2

Consumer Profile
1-1.5 pages Common Need 3
Segmentation Bases 5
Justification 8
Target Market Desirability Analysis 4

Situation Analysis
2-2.5 pages Growth / Size of the market 3
Opportunities 5
Threats 5
Direct Competitors (including market shares) 5
Indirect Competitors 3
Market Concentration 2

Product
1-1.5 pages Product Description 3
Positioning (including map) 3
Differentiation 2
Branding (name, logo) 4
Product Lifecycle Status / Issues 2

Pricing
1-1.5 pages Price 2
Pricing Strategy 5
Pricing Adjustments (promotions) 2

Distribution
1-1.5 pages Distribution strategy 5
Potential channel conflicts 3
Where the product is available / # outlets 2
How the product is presented / displayed 3
Promotion
1-1.5 pages Communication objectives & Key message 6
Use of and examples of promotional mix 10

Financial
Contribution Margin 3
Break-even Units / Dollars 4
Projected sales in units, dollars, profit / loss 3

Foreign Entry 10

Timeline 5

Grammar 10

TOTAL 140