The marketing plan ppt @ bec doms bagalkot mba

1. The Marketing Plan

2. Marketing Process
Consists of:
 Analyzing Marketing Opportunities
 Researching and Selecting Target Markets
 Designing Marketing Strategies
 Planning Marketing
Programs
 Implementing &
Controlling the Program

3. Marketing Planning
 Marketing Plan directs the marketing efforts of the
firm.
 Assembles pertinent facts about organization, the
markets it serves, its products/services, customers
and competition.
 Forces department and
functional managers to work together.
 Sets goals, objectives within time
periods.

4. Contents of
Marketing Plan
 Executive Summary and Table
of Contents
 Current Marketing Situation
 Opportunity & Issue Analysis
 Marketing Objectives
 Marketing Strategies
 Action Programs
 Financial Projections
or Projected P & L’s

5. Contents of
Marketing Plan
 Executive Summary and Table of Contents
 Permits senior management
to grasp major thrust.
 Briefly states contents of
the whole plan.
 Main goals and
recommendations.

6. Contents of
Marketing Plan
 Current Marketing Situation
 Relevant background/facts on firm, sales, costs,
the market, profits, history, growth, products,
services, channels/ distribution, share of
market, and competitors.
 SWOT Analysis
 Trends & Macro
Environment

7. Contents of
Marketing Plan
 Opportunity and Issue Analysis
 Major issues facing products and sales
 Review of Key Issues & Opportunities in
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats

8. Contents of
Marketing Plan
 Marketing Objectives
 Financial and Marketing Goals, by
Sales Volume
Market Share
Profit
Pricing
Distribution
objectives.
 Increase / Achieve
Generate / Reach

9. Contents of
Marketing Plan
Objectives vs. Strategies
Goal or Objective:
NY or San Francisco
Strategy: Air?
Car?
Truck?
Train?
Walk?
Or Bike?

10. Objectives vs. Strategies
 Objective:
San Francisco
 Strategy:
Bike
 Tactic:
3-Speed

11. Contents of
Marketing Plan
 Marketing Strategies
 Select Target Segments
 Marketing Mix --- 4P’s
 Positioning
 Distribution
Strategies
 The Game Plan

12. Contents of
Marketing Plan
 Action Plan or Program
 Specific product, promotional, pricing, and
distribution
tactics / activities.
 Includes timing and calendar

13. Contents of
Marketing Plan
 Financial Projections (Projected Profit and
Loss)
 Builds a supporting budget
 Forecasted sales volume
 Average price and
expenses
 Implementation & Controls
 Monitoring planning
and reviewing results.

14. Contents of
Marketing Plan
 Executive Summary and Table
of Contents
 Current Marketing Situation
 Opportunity & Issue Analysis
 Marketing Objectives
 Marketing Strategies
 Action Programs
 Financial Projections
or Projected P & L’s