FORMAT OF A MARKETING PLAN

I.

Executive Summary
A one page abbreviated overview of the plan which includes specific goals, recommendation
(through strategies and programs) and the investment/costs required. This part also includes the effect
of the plan on the profit and sales.

II.

Current Marketing Situation Analysis

A. Industry Study
This is a qualitative and quantitative description of the market and industry where your
product/brand participates in. the use of industry models or matrixes (e.g. Porter, GE models) should
only be used when appropriate. This part should include:
Composition/size/market segments
Usership patters/significant buying habits
Growth/decline patterns
Other market characteristics
B. Current Product/Brand Situation
-

This is a review of the companys product/brand which includes:

Brief history of the product/brand
Relevant market/definition of the market or market segment targeted (primary and secondary)
Market positioning vs. product positioning (what product really is vs. consumer perception)
Past and current marketing strategies vis--vis objectives and goals

C. Competitive Situation
This is a description of the competitive environment indicating
Major players in the industry and direct competitors, their market shares, volumes, marketing
efforts.
Discussion of the indirect competitors should only be made if there are no direct competitors.
Thus, it is expected hat a more in-depth discussion of the direct competitors will be made. A grid
is required to summarize the analysis and to present the competitive situation in one glance.
Perceptual mapping can also be used.
III.

SWOT Matrix
This part summarizes the analysis of the firms strengths, weaknesses, opportunities and
threats.
STRENGTHS
WEAKNESSES

OPPORTUNITIES
What
the
firm
should
maximize
What the firm can improve on

THREATS
What the firm should watch
out for exploit
What the firm should avoid,
minimize

The detailed SWOT analysis should be appended for the reference.

IV.

Goals and Objectives

The goal tells where a business wants to go and is a broad statement of what the firm wants to
achieve. Objectives on the other hand are more specific and quantitative indicating sales volume
(units or peso), market share, and profit among others. This part should include:
Statement of the goals of the firm for the product/brand
Short term objectives (for the nest fiscal year)
Medium term objectives (2-3 years)
Long-term objectives (4-5 years)

V.

Marketing Mix Strategies and Programs

This is the companys game plan by which the product/brand hopes to achieve its goals and
objectives. This part should include a timetable or a scheduling of the proposed strategies and
which should be prioritized.
A. Market Targeting

B.

Product Development/Innovation Program

-

C.

This part appears if there is a need for the firm to change, expand its current target
market. This includes:
Size of the new market
Demographic characteristics
Psychographic characteristics
Behavioral characteristics

This part discusses the product and if there are changes to be made. This includes:
Unique selling proposition or benefits
Product positioning: benefits, performance, quality, usage
Product features
Packaging
Other significant decisions like changing brand name, labeling, customer service, etc.

Pricing Program
This discusses the pricing strategies for the product/brand that includes:
Product costing
Computation of selling price
Pricing objective and strategies which may be planned and developed during the year for the
product/brand

D.

Sales and Distribution Program

E.

This discusses how the product will reach the consumers in the most effective and cost-efficient
way. This includes:
Policies
Sales targets by target market or geographical areas
Extent/terms of distribution

Marketing Communication Program

This part the whole communication mix which will include:

VI.

1. Advertising Program
Objectives
Target audience/s
Creative approach
Material requirements (mock ups are required)
Other advertising aids (which may include non-traditional)
Media planning (mix, frequencies, schedules and TARP computations)

2. Sales Promotion Program (Consumer and Trade)

Objectives
Specify whether for consumer or trade
Types/frequencies
Coverage
Promo schedule
Promo casting

3. Public Relations Program

Objectives
Strategies
PR materials to be used and costing
Schedule

Investment Plans
This part is the quantitative summary of all the expenses to be incurred based on the proposed
strategies. It can also include cost for research, evaluative programs, contingencies, etc.

VII.

Estimates of Profitability
This part shows the projected Profit and Loss Statement with the implementation of the
proposed plan and without it. Thus, a comparative P&L for the next fiscal year is required. If the
marketing plan results in loss, there is a need to compute and project until the P&L shows a positive
profit.

VIII.

Evaluation of Results
This part should consider a schedule of activities that will monitor progress and the
implementation of the marketing plan. It provides management with guidelines for review. This can
include a summation of the measurements by which management can gauge the success of the
strategies and implement control mechanisms.