Marketing Outline

Marketing Plan Outline

Title Page
Approval Sheet
Acknowledgements
Table of Contents

I. Introduction
II. Scope and Limitation
III. Methodology
IV. Executive Summary. One Page summary of the plan containing the ff:
1. Industry Definition
2. Market Size
3. Competitive Market Shares- a table showing the sales of all brands in the product category and their respective market shares
4. Marketing Objectives
a. Sales in units and peso
b. Gross Profit
c. Market Share
5. Target Market
6. Positioning
7. Strategies
8. Program and Program Objective

V. External Analysis
1. Industry Definition
2. Industry Segmentation
3. Industry Size and Growth
4. Seasonality
5. Stage in the Product Life Cycle
6. Environmental Scan
a. Politico-legal
b. Economic
c. Socio-cultural
d. Technological
7. Consumer/ Customer Analysis along the following lines:
a. Profile of Consumer/Customer
b. Segmentation of Consumer/ Customer
c. Usage Patterns
d. Purchase Patterns
e. Consumer/Customer Preferences
8. Industry Trends

VI. Key Success Factors
VII. Internal Analysis
1. Company Background
a. History
b. Mission/Vision
c. Product/Service Offerings
d. Selling Prices and Pack sizes
e. Distribution Network
f. Highlights of Historical Performances
2. Review of Current Marketing Efforts
a. Current Target Market
b. Positioning Statement
c. Current Sales Performance including Sales Mix and Sales Mix and Sales Distribution
d. Current Marketing Strategies and Activities
e. Current Marketing Problems and Concerns
VIII. Competitive Analysis
1. Industry Participants
2. Comparative Brand Performance that may include Market Shares, Awareness Level, Trial Levels, User Ship Levels, Attribute Perception Ratings and other Relevant Measures.
3. Comparative Analysis of each competitors Strategies and Characteristics along the ff. lines:
a. Target Market
b. Positioning
c. Product
d. Packaging and Labeling
e. Merchandising
f. Price
g. Distribution Network
h. Promotion
IX. SWOT Analysis
X. Marketing Objectives
XI. Marketing Strategies
1. Core Strategies
a. Target Market
b. Positioning Statement that has following elements,; target customer group and need; competitive framework; benefit; reasons/s for the claim or benefit; brand character or personality; suggested slogan.
c. Other Strategies. As may be appropriate, this section might any or all the ff: market penetration; market development; line extensions; niche or focus; position defense; ensure that all objective; weaknesses, threats and opportunities are addresses and strength are reinforces in the plan.
XII. Marketing Program/Schedule/Action Plan
Detailed Action plan as to how the strategy will be implemented (sales plan, retail plan, integrated marketing communication plan)
XIII. Marketing Budget
XIV. Activity GANNT chart
XV. Monitoring and control
XVI. Financial Projections(up to product contribution to profit only)
XVII. Appendices/Exhibits(Includes relevant documents that used in the plan)
XVIII. Tables and Table Analysis
XIX. Summary of Findings