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THE MARKETING PLAN

MGT170/BA 170 Format I II A Executive Summary Situation Analysis Environment Analysis 1. demographic 2. economic 3. politico-legal 4. technological 5. social-cultural 6. ecological / natural Customer Analysis Competitor Analysis Channel Analysis Market Analysis Product Analysis SWOT and Issue Analysis Opportunities and Threats Strengths and Weaknesses of the Product Issue Analysis Objectives Financial Marketing Marketing Strategy Target Market Differentiation Positioning

B C D E F III A B C IV A B V A B C

The Marketing Mix 1) PRODUCT a Objectives b the 4 levels c Brand Identity 1 Brand attributes 2 Brand benefits 3 Brand beliefs and values 4 Name 5 Logo 6 Colors 7 Tagline 8 Symbol (s) d Brand Building Strategy e Packaging and Labeling f Product Support g Service Productivity 2) PRICE a Pricing Objective b Pricing Strategy 3) PLACE a Objectives b Marketing Channel Strategy c Market Logistics Strategy 4) PROMOTION a Objectives b Advertising c Personal Selling d Public Relations e Sales Promotion f Direct Marketing (for manufactured goods) (for manufactured goods) (for services)

ACTION PROGRAMS FOR THE YEAR Marketing Strategy Marketing Tactics Target Date Person in Charge

Budget

OUTCOME PROJECTIONS

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Some guidelines for selected portions of the Marketing Plan: I Executive Summary IV Objectives A Financial B Marketing V Marketing Strategy B Differentiation This should enable the reader to know the major conclusions in one reading Make sure that there is consistency between the marketing objectives and the overall objectives of the company.

How shall you make use of the differentiation variables? For manufactured goods, consider especially features, form and product quality. For services, consider especially service quality.

D The Marketing Mix 1) PRODUCT c Brand Identity 1 Brand attributes 2 Brand benefits 3 Brand beliefs and values 4 Name 5 Logo 6 Colors 7 Tagline 8 Symbol(s) d Brand Building Strategy e Packaging and Labeling (for manufactured goods) 2) PRICE b Pricing Strategy

What attributes would you like the brand to have? What benefits would you like the brand to be associated with? What beliefs and values would you like the brand to evoke? Justify your choice of brand name using the considerations described by the textbook under the section Brand-Name Decision. Justify your choice of logo, colors, tagline, and symbols using your findings in the Situation Analysis and our lessons on Strategy. What principles and methods would you use to make sure that you deliver on the brand promise consistently? What is your packaging concept? Describe the levels of packaging and the label(s) you shall use

Describe the pricing method and price adaptation strategies that shall be applied to your product. State your objectives in terms of service outputs. Describe the channels you shall use. Describe the methods of order processing, inventory, warehousing, and transportation that shall be applied to your product. Show how your strategies and/or tactics add more profit. Refer to the handout from the book Naked Marketing.

3)

PLACE a Objectives b Marketing Channel Strategy c Market Logistics Strategy

OUTCOME PROJECTIONS