Marketing Plan

» Posted on Nov 25, 2010 in Sales and Marketing Management, Systems Thinking | 0 comments

To be developed:

Here is the general outline that I have used to develop several marketing plans.

I. Introduction

Poignant statement about the nature of the marketing plan

II. Executive Summary

Underlying assumptions

The idea scenario…

Key constraints include…

Questions for research include…

Objectives of the plan

Establish what?
Develop what?
Optimise what?
Support what?

Timescales

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III. Situation Analysis

Assumptions

Sales (history/budget)

Strategic Markets

Key products

SWOT Analysis

IV. Marketing Objectives

Sales turnover

V. Marketing Strategies

Product development

Price structure

Lead generation

Web presence

Online

Search marketing (SEO/PPC)
Email marketing
Social marketing
Referral marketing (Affiliate marketing / JV)

Offline (and traditional)

PR
Events
Space media
Broadcast media

Competitor research

Campaign optimisation
Customer Acquisition

Sales funnel
VI. Schedules

Short
Medium
Long
Ongoing

VII. Sales Promotion
VIII. Budgets and P&L

Budget

P&L
IX. Performance Management

Sales metrics
Event monitoring
Online lead generation metrics

X. Appendices

Positioning

Competitor research
Product development
Segmentation and targets

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Case-studies
Email info
Leave-behinds
White papers

Sales scripts

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Tags: marketing plan, research, strategic planning