Explain how your marketing programs will support your company’s strategic plan – company uniqueness, competitive advantage, adjusting to market conditions, trends and changes.
1. 3.5 Positioning – What opinions does your audience already have about
this type of product? Is there a gap in the consumers needs that this product
can fill? Is there a specific application that your product fits very well? Can
you base the position on the uniqueness of the product, the product quality, or
the pricing strategies? Is it possible to position your product based upon
opportunities you found after research?
2. 3.6 Strategies – Explain how your marketing programs will support your
company’s strategic plan – company uniqueness, competitive advantage, adjusting
to market conditions, trends and changes.
3. 3.7 Marketing Mix
Product: brand name,
features/attributes, quality, warranty, labeling, packaging, etc; Promotion:
advertising, types of media, sales promotion, personal selling, public
MKTG522 Marketing Plan Guide
relations, your methods,
message/theme, timing, budget, projected results, etc.;
Place / Distribution:
types of distribution channels, direct, retail, distributors, intermediaries,
locations, logistics, motivating the channel partners, level of market
coverage, channel distribution challenges, etc.;
Price: type of strategy,
list price, discounts, bundling, market segment, channels, geography, payment
terms and financing options, leasing options, supply/demand, economic/legal
considerations, etc.
3.8 Marketing Research – Research methods to be used; Data requirements –
information needed, projected results; Research responsibility – Internal,
outside agency, purchased data, etc.; Limitations and challenges.
4.0 Controls –
Controls help you measure results and indentify any problems or performance
variations that may need corrective action.
1. 4.1 Implementation – Set milestones for implementing your plan.
2. 4.2 Marketing Organization – If you are the Chief Marketing Officer, who else is on
your
support team?
3. 4.3 Contingency Planning – How will you handle difficulties, problems and risks?
5.0 Conclusion –
Summarize your marketing plan.
References – Format reference for each of
your research sources per APA guidelines (There
should be at least one in
text citation for each of the references on your reference page).
How
good is your Marketing Plan?
Here’s the litmus test… Hand your
Marketing Plan to a trusted friend who has a marketing background. Say to them,
“If I gave this to you and asked you to execute this, would you be able to
do so?” In effect, would your friend be able to take that which you hand
them and — with full understanding — be able to drive the Marketing Plan’s
execution?
You may also want a relative, friend,
or associate to read through your marketing plan for spelling and grammatical
errors. After working on your marketing plan so diligently, it is always
helpful to gain the perspective of a fresh set of eyes.
1. 3.5 Positioning – What opinions does your audience already have about
this type of product? Is there a gap in the consumers needs that this product
can fill? Is there a specific application that your product fits very well? Can
you base the position on the uniqueness of the product, the product quality, or
the pricing strategies? Is it possible to position your product based upon
opportunities you found after research?2. 3.6 Strategies – Explain how your marketing programs will support your
company’s strategic plan – company uniqueness, competitive advantage, adjusting
to market conditions, trends and changes.3. 3.7 Marketing MixProduct: brand name,
features/attributes, quality, warranty, labeling, packaging, etc; Promotion:
advertising, types of media, sales promotion, personal selling, publicMKTG522 Marketing Plan Guiderelations, your methods,
message/theme, timing, budget, projected results, etc.;Place / Distribution:
types of distribution channels, direct, retail, distributors, intermediaries,
locations, logistics, motivating the channel partners, level of market
coverage, channel distribution challenges, etc.;Price: type of strategy,
list price, discounts, bundling, market segment, channels, geography, payment
terms and financing options, leasing options, supply/demand, economic/legal
considerations, etc.3.8 Marketing Research – Research methods to be used; Data requirements –
information needed, projected results; Research responsibility – Internal,
outside agency, purchased data, etc.; Limitations and challenges.4.0 Controls –
Controls help you measure results and indentify any problems or performance
variations that may need corrective action.1. 4.1 Implementation – Set milestones for implementing your plan.2. 4.2 Marketing Organization – If you are the Chief Marketing Officer, who else is on
yoursupport team?3. 4.3 Contingency Planning – How will you handle difficulties, problems and risks?5.0 Conclusion –
Summarize your marketing plan.
References – Format reference for each of
your research sources per APA guidelines (Thereshould be at least one in
text citation for each of the references on your reference page).How
good is your Marketing Plan?Here’s the litmus test… Hand your
Marketing Plan to a trusted friend who has a marketing background. Say to them,
“If I gave this to you and asked you to execute this, would you be able to
do so?” In effect, would your friend be able to take that which you hand
them and — with full understanding — be able to drive the Marketing Plan’s
execution?You may also want a relative, friend,
or associate to read through your marketing plan for spelling and grammatical
errors. After working on your marketing plan so diligently, it is always
helpful to gain the perspective of a fresh set of eyes.
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