MARKETING PLAN

01 Introduction
02 Situation
03 Objectives
04 Strategy
05 Programs
06 Tactics
07 Budget

2019 08 Reporting
 01 Introduction 04 Strategy
07 Budget
INTRODUCTION 02 Situation 05 Programs
08 Reporting
03 Objectives 06 Tactics

01
Who are we ?
  Vision
INTRODUCTION  Mission

01 Vision and Mission

Enter your corporate Vision and Mission here

 01 Introduction 04 Strategy
07 Budget
SITUATION 02 Situation 05 Programs
08 Reporting
03 Objectives 06 Tactics

02
What is our current Situation?
 Key Stats SWOT
SITUATION Customer Competition
Industry

02 Key Statistics
Critical performance metrics such as:

 Revenue and Compound Annual

Growth Rate
Profit/Loss
Cost per Sale
Number of Staff & Contractors
 Key Stats SWOT
SITUATION Customer Competition
Industry

02 Customer
Customer Analysis , includes the following info:

 Total Accounts
 New Account
Key accounts
 Retention Rates and etc.
 Key Stats SWOT
SITUATION Customer Competition
Industry

02 Industry
Industry Analysis , includes the following info:

Trends and Condition and their

implications from the following
perspectives:
 Political
 Economic
 Social
 Technological
 Key Stats SWOT
SITUATION Customer Competition
Industry

02 SWOT
SWOT Analysis describes the following

 Strengths
 Weaknesses
 Opportunities
 Threat
 Key Stats SWOT
SITUATION Customer Competition
Industry

02 Competition
Provide a high level assessment of your key
competitors . Include information regarding
market share, new product launches or other
relevant info.

Demand Metrics can be used for analysis

 01 Introduction 04 Strategy
07 Budget
OBJECTIVES 02 Situation 05 Programs
08 Reporting
03 Objectives 06 Tactics

WHAT ARE WE TRYING TO

ACHIEVE?
 Business
OBJECTIVES Marketing

Business Objectives
Document your key business
objectives such as increasing
profitability, growth, share value and
etc.
 Business
OBJECTIVES Marketing

Marketing Objectives
Describe your most important marketing objectives for
the coming year. These may include increasing leads,
improving measurement capabilities, or implementing
processes and marketing system . This should be aligned
to Business Objectives.
 01 Introduction 04 Strategy
07 Budget
STRATEGY 02 Situation 05 Programs
08 Reporting
03 Objectives 06 Tactics

04
What is our
market strategy?
 Segmentation Product
STRATEGY  Targeting Customer
Positioning Channel

04 Segmentation
Define your key market segments and
estimated market size for each .
 Segmentation Product
STRATEGY  Targeting Customer
Positioning Channel

04 Targeting
Describe your target and decision-
makers. For example, you might be
targeting HR Directors at mid-sized
enterprises in North America, United
Kingdom, and Australia.
 Segmentation Product
STRATEGY  Targeting Customer
Positioning Channel

04 Positioning
Describe your pricing strategy (i.e. mark-
up on cost, competitive premium, below
competition, or suggested price) and
provide your positioning statement.
 Segmentation Product
STRATEGY  Targeting Customer
Positioning Channel

04 Product
Outline your key product offerings
including products you are planning to
launch. Product roadmap will do.
 Segmentation Product
STRATEGY  Targeting Customer
Positioning Channel

04 Customer
Discuss your customers service, support
and retention strategies. For example:
Online community support portals, live
chat, knowledge centers, etc.
 Segmentation Product
STRATEGY  Targeting Customer
Positioning Channel

04 Channel
Map out your distribution and channel
marketing strategy. Provide a high-level
description of your key partners and
their role in the value chain.
 01 Introduction 04 Strategy
07 Budget
PROGRAMS 02 Situation 05 Programs
08 Reporting
03 Objectives 06 Tactics

05
What actions do
we need to take?
 Events Public relations
Mobile
PROGRAMS Branding Communications
Advertising
Social Media Web & Online

05 Events
List the key events, conference that
you want to attend.
 Events Public relations
Mobile
PROGRAMS Branding Communications
Advertising
Social Media Web & Online

05 Social Media
Document your social media strategy.
Consider leveraging social networks
such as FaceBook, linkedIn, twitter
and etc.
 Events Public relations
Mobile
PROGRAMS Branding Communications
Advertising
Social Media Web & Online

05 Public Relations
Determine your internal
communications strategy. Will be
using a newsletter, internet or wiki to
share company news, policies, and
events?
 Events Public relations
Mobile
PROGRAMS Branding Communications
Advertising
Social Media Web & Online

05 Communications
Determine your internal
communications strategy. Will be
using a newsletter, internet or wiki to
share company news, policies, and
events?
 Events
PROGRAMS Branding Public relations Mobile
Social Media Communications Advertising

05 Mobile Marketing
If you are doing mobile marketing,
talk about how the program will
work, who it will target, and what the
key success metrics will be.
 Events Public relations
Mobile
PROGRAMS Branding Communications
Advertising
Social Media Web & Online

05 Advertising
Briefly outline your advertising
strategy and key publications. If you
are planning to do online advertising
and pay-per-click include some of the
keywords you will be targeting.
 01 Introduction 04 Strategy
07 Budget
TACTICS 02 Situation 05 Programs
08 Reporting
03 Objectives 06 Tactics

06
What infrastructure
do we need?
 Technology
TACTICS Processes
People

06 Technology
If you are planning to implement any new systems
or technology, provide a timeline for roll-out.
 Technology
TACTICS Processes
People

06 Processes
Provide the key processes that you are planning to
define and optimize. Examples of these may include
your sales process, lead nurturing process, or
product development & launch process.
 Technology
TACTICS Processes
People

06 People
Provide a description of key personnel and identify
whether there an3y skills or resource gaps.
 01 Introduction 04 Strategy
07 Budget
Budget 02 Situation 05 Programs
08 Reporting
03 Objectives 06 Tactics

07
How much will it cost ?
 Assumptions/Projected Spend
Budget Projected Spend
Control Measures

07 Assumptions
Include any assumptions you have
during the budgeting processes
including number of full-time, staff
costs for technology & service, etc.
 Assumptions/Pr
Budget Control Measures

07 Projected Spend
Include any assumptions you have
during the budgeting processes
including number of full-time, staff
costs for technology & service, etc.