2. Product manager’s key responsibility is to
develop the marketing plan.
A marketing plan is a written document
containing guidelines for the business
center’s marketing programs and
allocations over the planning period.
Marketing Plan
3. To define the current situation facing the
product
To define problems and opportunities
facing the business.
Establish objectives
Define strategies and programs to achieve
the objectives
To pinpoint responsibility
Encourage careful and disciplined thinking
Establish customer – competitor
orientation.
Marketing Plan Objectives
4. PLANNING
Analysis
Objectives,
Strategies
EVALUATING IMPLEMENTING
The Planning Process
5. I. Executive Summary
II. Situational Analysis
III. Objectives
IV. Product/Brand Strategy
V. Supporting Marketing Programs
VI. Financial Documents
VII. Monitors and Controls
VIII.Contingency Plans
MARKETING PLAN
6. I. Executive Summary
◦ A one- to three- page synopsis of the
plan providing highlights of the current
situation, objectives, strategies,
principal actions programs and financial
expectations
I. Executive Summary
Marketing Plan Outline BACK
7. A. Category/ Competitor Definition
B. Category Analysis
C. Company and Competitor Analysis
D. Customer Analysis
E. Planning Analysis
II. Situation Analysis
Marketing Plan Outline
8. I. Situation Analysis
A. Category/ competitor Definition
B. Category analysis
1. Aggregate market factors
a. Category size
b. Category growth
c. Stage in the product life cycle
d. Sales cyclicity
e. Seasonality
f. Profits
II. Situation Analysis
Marketing Plan Outline
9. 2. Category factors
a. Threat of new entrants/exits
b. Bargaining power of buyers
c. Bargaining power of suppliers
d. Pressure from substitutes
e. Category capacity
f. Current category rivalry
3. Environment factors
a. Technological
b. Political
c. Economic
d. Regulatory
e. Social
II. Situation Analysis
Marketing Plan Outline
10. C. Company and Competitor analysis
1. Product feature matrix
2. Objectives
3. Strategies
4. Marketing Mix
5. Profits
6. Value Chain
7. Differential advantage/resource analysis.
a. Ability to conceive and design new products
b. Ability to produce/manufacture or deliver the
service
c. Ability to market
d. Ability to finance
e. Ability to manage
f. Will to succeed in this category
8. Expected future strategies
II. Situation Analysis
Marketing Plan Outline
11. D. Customer analysis
1. Who are the customers
2. What do they buy and how do they
use it?
3. Where do they buy?
4. When do they buy?
5. How do they choose?
6.Why they prefer a product.
7. How they respond to marketing
programs.
8. Will they buy it again?
9. Long-term value of customers.
10. Segmentation.
II. Situation Analysis
Marketing Plan Outline
12. E. Planning assumptions
1. Market Potential
2. Category and Product sales forecasts
3. Other assumptions
II. Situation Analysis
Marketing Plan Outline BACK
13. III. Objectives
A. Corporate objectives
B. Divisional objectives
C. Marketing objective(s)
1. Volume and Profit
2. Time frame
3. Secondary objective(s)
4. Program (marketing mix)
Where do we want to go?
III. Objectives
Marketing Plan Outline BACK
14. IV. Product/ Brand Strategy
A. Customer target(s)
B. Competitor target(s)
C. Product/service features
D. Core Strategy
1. Value proposition
2. Product positioning
How are we going to get there?
IV. Product/Brand Strategy
Marketing Plan Outline BACK
15. V. Supporting Marketing Programs
A. Integrated marketing communication plan
B. Advertising
C. Promotion
D. Sales
E. Price
F. Channels
G. Customer management activities
H. Website
I. Marketing Research
J. Partnership/Joint ventures
Implementation part of a plan, decisions about above
items…
V. Supporting Marketing Programs
BACK
Marketing Plan Outline
16. VI. Financial Documents
A. Budgets
B. Pro forma statements
Financial reports, Profit & Loss or Income statements
VI. Financial Documents
Marketing Plan Outline BACK
17. VII. Monitors and Controls
A. Budgets
B. Secondary data
C. Primary data
Research, measure progress…
VII. Monitors and Controls
Marketing Plan Outline BACK
18. VIII. Contingency Plans
As markets are dynamic, new products or new
competitors etc.
VIII. Contingency Plans
Marketing Plan Outline
BACK
19. Select an organization, find out
whether “Product Manager”
position exists or not, if yes, find
their job responsibilities/ job
profile.
Submit in 2-3 pages.
Submission closes on Friday (13th
July 2012,9.05 am).
ASSIGNMENT No. 1
