The document presents a marketing plan for a new venture. It defines key terms like market plan and marketing plan. It outlines the differences between a business plan and a marketing plan. It discusses the importance of marketing research and understanding the target market. Finally, it outlines the steps involved in preparing an effective marketing plan, including defining goals and objectives, developing marketing strategies, and implementing and monitoring the plan.

1. PRESENTATION
ON
MARKETING PLAN
Submitted by: Submitted to:
Pooja Rani Prof. Shweta Singh
18022029
MBA 2nd yr

2. MARKET PLAN
Market plan refers to plan that describes market condition and
strategy related to how products and services will be distributed,
priced and promoted in market.
 A marketing plan is a operational document that outlines an
advertising strategy that an organization will implement to
generate leads and reach the target market.
 A marketing plan is based on a company’s overall marketing
strategy.

3. DIFFERENCE BETWEEN A BUSINESS
PLAN & A MARKETING PLAN
The Marketing Plan
 An integral part of a business
Plan
 Focusses on all marketing
activities of a venture for one
year or more
 Vary significantly for a firm
depending on the industry,
target market and the size and
scope of the organization.
The Business Plan
 The road map for the entire
organization over time.
 Focusses on not just marketing
issues but also such decisions as
research and development,
operations, manufacturing,
personnel, financial projections
& analysis and future growth
strategies.

4. Cont.
 Standalone document that
needs to be managed on a
short-term basis to ascertain
whether the venture is meeting
its goal & objectives.
 Should be updated on a regular
basis to help management to
stay focused and to meet
organizational goals.

5. MARKETING RESEARCH FOR THE
NEW VENTURE
 Information for developing the marketing plan may necessitate
conducting some marketing research.
• Marketing research:
• Who will buy the product/service
• What is the size of the potential market
• What price should be charged
• What is the most appropriate distribution channel
• What is the most effective promotion strategy
to inform and reach potential customers
 The entrepreneur will need to assess
available resources and the information needed -> Focus Group
(not costly).
 Marketing research may be conducted by the entrepreneur or by
external supplier or consultant.

6. UNDERSTANDING THE MARKETING
PLAN
 The entrepreneur should prepare the marketing plan
 Ideally prepared annually, assessing goals and objectives for
the next year
 It establishes how entrepreneur will effectively compete and
operate in marketplace
 After the strategies established, entrepreneur can assigned
cost to the strategies

7. UNDERSTANDING THE MARKETING
PLAN
Marketing plan= a road map
Where have
we been?
Where do we want to
(in short term)
How do we get there?

8. STEPS INVOLVED IN MARKET RESEARCH
1. Define
purpose and
objective
2. Gathering
data from
secondary
sources
3.Gathering
data from
primary
sources
4. Analyzing
and
interpreting
the result.

9. CHARACTERISTIC OF MARKETING
PLAN !
 It should provide a strategy for accomplishing company mission & goals
 Based on fact & valid assumptions
 Provide continuity, successfully meet longer term goals
 Should be simple and short
 The success of the plan may depend on its flexibility
 Should specify performance criteria that will be monitored and
controlled.

10. STEPS IN PREPARING MARKET PLAN
1. Defining business situation refers to understand past and present business
achievements of new venture. It give basic insight about scenario persisting in market,
response of customers to new venture in market, and helps in predicting customer
acceptance of company product in market.
2. Defining target market : target market refers to group of potential customers
towards which venture aims its market plan. Knowledge of target market will provide
basis for determining appropriate market action strategy to meet needs of customers.
Target market also includes market segmentation which involves process of dividing
market into definable and measurable groups for purpose of targeting market strategy.

11. Cont.
3. Considering strength and weakness : strength of business refers
to core areas which company is specialized in which may be
abundance experience of company in similar area of business and
weakness may be in terms of production capability, or layout
which permits limited space for equipment and operation.
4. Establishing goals and objectives : marketing goals of the
company should be clear and specific in nature as it has to clearly
indicate about nature of product, target customers ,sales
promotion , advertising support etc.

12. Cont.
5. Defining market strategy and action program : it refers to
specific activities outlined to meet the venture, business plan objectives and goals.
a. Product and service : indicates description of product or service to be marketed
in the new venture.
b. Pricing : refers to price to be charged for product in market before which
company is required to consider various aspects such as cost, margin ,
competition etc.
c. Distribution : refers to means through which product will be made available to
customer in market which involves decision relating to nature of product,
distribution channel, middlemen etc.
d. Promotion : refers to various channels through which entrepreneur will
advertise company product to customers in market.

13. Cont.
6. Marketing strategy : It involves understanding the nature of
product and accordingly planning in for marketing product.
Entrepreneur may market consumer product directly to
customers while manufacturing products are to be sold to
business than customers in market. Dell computers markets its
products both to customers as well as business people.
7. Budgeting marketing strategy : After drafting marketing plan
entrepreneur is required to estimate total expenses to be
incurred in process of implementing market plan. Expense of
marketing plan should be in line with planned expense of
entrepreneur.

14. Cont.
8. Implementation of market plan : Market plan should be
implemented in the company , should be informed to the
workforce involved in marketing activity , it acts as guiding
element to direct on strategies which will make marketing
process effective.
9. Marketing progress of marketing actions : Marketing of
plan involves tracking specific results of marketing effort. Sales
data of product, data gathered by market survey are few
methods of monitoring progress of market plan.