7MK002

Marketing Plan
 Marketing Plan

1. Background
Brief overview of analysis identifying key
SWOT factors

2. Assumptions
When developing a plan from case study
material it may be necessary to make
assumptions where information if sketchy or
unavailable
 Selection of Markets

Stages of Target Marketing

a. Market Segmentation
Bases used:
Consumer: Demographics; Geographical;
Benefits; Lifestyle; Usage.
B2B: Geographical; Size of Firm; Type of
Industry; Type of Buying Organisation.
b. Product Positioning
Perceptual Mapping (MDS)
 Marketing Plan continued..

3. Target Markets
Segments of the market the organisation
proposes to target. The remainder of the plan
will be directed at these target markets.
Each target market should be profiled and
justified.
Profiles = Key characteristics and needs of
each target market
As each segment is aimed at a different group
of buyers, each target market will require a
differentiated marketing mix.
 Marketing Plan continued..

4. Marketing Objectives

What the organisation wants to achieve in

each target market.
Normally specified in terms of market share
and/or sales turnover.
Must be quantified and time scaled
Short term = approx. one year
Medium term = one to five years
Long term = five+ years
 Marketing Mix (4 Ps):

Product

Price

Place

Promotion
Marketing Mix continued.

Use the marketing mix to position a product /

service in a target market

Each area of the mix must fit with the others

and reflect a strong and consistent
positioning strategy.

Every target market must have a differentiated

marketing mix.
 Marketing Plan continued..

5. Product
Products offered:
Core product
Formal product
Augmented product
New Product Development
Product Lifecycle
6. Price
Pricing strategy e.g. premium pricing
Discounts e.g. trade. Quantity
Credit Facilities
 Brand Name Decisions

- Individual names Bold, Persil

- Blanket family names Heinz
- Separate family names for different products
British Gas, One Tel.
- Corporate name combined with individual
product names Kellogs, Cadbury
- Note: well managed brands extend PLC
Kodak, Wrigleys, Gillette, Coca-Cola, Heinz
all over 70 years old.
 Marketing Plan continued..

7. Place
What channels use to distribute
products/services to the target market e.g.
retailers, catalogues, sales representatives,
franchising, internet etc.
Channel length
Relationship between channel members
Market exposure
How support channel
Promotion

Key elements of promotional strategy:

Target Audience

Message

Communication Objectives

Apportionment of Budget

Advertising Sales Promotion

Evaluation & Control
 Marketing Plan continued..

8. Promotion
Target Audience
Message
Communication objectives
Promotional budget
Promotional tools
Sales promotion
Public relations
Advertising
Personal selling
Direct Marketing
Evaluation and Control
 Marketing Plan continued..

9. Control
How monitor plans effectiveness Marketing
Research.
Marketing Research Objectives
Secondary Research
Primary Research
Questionnaire
Sampling
Marketing Plan continued..

Please note:

All recommendations should be supported with a

full justification on why this is the most
appropriate course of action.
Strategy = broad outline of plan
Tactics = more detailed plan containing
operational information e.g. budget breakdowns,
allocation of responsibilities, schedules etc.