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IVD Marketing Plan

e-book series 36 pages

Copyright 2009…Industry View Daily. All Rights Reserved.


Unauthorized duplication a violation of applicable laws.
[Company] – Marketing Plan
[Company]
[Year]
Marketing Plan

[Product]

[Company]
[1234 State Street]
[Yourcity, USA 55555]
[[800] 555-5555]

CONFIDENTIAL

This marketing plan does not imply an offering of securities.

[Substitute your Business Name, Company Information, etc. on this page to create
the appropriate Cover Sheet for your marketing plan.]

TIP: Use CTRL-H and replace [Company] with the name of your company to
quickly update the company name throughout the marketing plan

© 2001 - 2009 – IVD Marketing Plan


The contents of this template may not be resold in any form, in part or in whole,
without the express written permission of IVD.

2
[Company] – Marketing Plan

Information Regarding [Company]’s Marketing Plan

This Marketing Plan [the “MP”] contains certain information regarding the current and planned
operations and business of [Company], (“[Company]” or the “Company”), including information
regarding the projected financial performance of the Company. This Marketing Plan has been
provided to the recipient solely for the purpose of assisting with the implementation of this
marketing plan in accordance with procedures established by the Company. The information in
this plan should be considered proprietary information and confidential.

By accepting a copy of this Marketing Plan, the recipient hereby agrees, among other things,
to keep the information contained herein and the existence of this Marketing Plan confidential
and to restrict the use of any information contained herein to those people within the
recipient’s organization or its designated representatives who have been informed of the
confidential nature of such information and who need to have such information in connection
with the organization’s evaluation of the Company. This information should not be shared
without the express written permission of the Company.

This Marketing Plan has been prepared by [Company] on the basis of internally prepared
information, as well as information from public and private sources, including trade and statistical
sources commonly used in the industry. The Company makes no warranty or representation,
express or implied, as to the accuracy or completeness of either the material contained herein or
any other written or oral information provided by the Company to the recipient, and no liability
shall attach thereto.

Nothing contained in this Marketing Plan is, or should be relied on as, a promise or
representation as to the future. The projected financial information contained herein was
prepared expressly for use herein and is based upon the stated assumptions and the Company’s
analysis of information available at the time that this Marketing Plan was prepared. There is no
representation, warranty, or other assurance that any of the projections set forth herein will be
realized. .

Any questions regarding the Company should be directed to the following representatives named
below.

[Name] [Name] [Name]


CEO and President Marketing Director Product Manager
(###) ###-#### (###) ###-#### (###) ###-####

[Company]
[Street Address]
[City, State, ZIP Code]

Telephone: [(888) 555-1212]


Facsimile: [(888) 555-1212]

3
[Company] – Marketing Plan
Executive Summary
[Company] is a [brief description of your company]. It operates in the competitive
[industry] market and has been able to differentiate itself from its competition by
[describe your competitive advantage].

The research we have conducted has indicated that there are opportunities for
our company to exploit its strengths by [describe market opportunities from your
SWOT analysis]. [Company] will take advantage of these opportunities by
[describe your strategy for taking advantage of this opportunity].

The objectives for this marketing plan are [objective 1], [objective 2], and
[objective 3]. This marketing plan outlines the reasoning behind selecting these
objectives and the strategies that will be implemented for meeting them.

4
[Company] – Marketing Plan
Table of Contents
I. Situation Analysis..............................................................................6
Product & Service Analysis...........................................................6
Market Analysis.............................................................................7
Distribution Network Analysis.....................................................11
Competitive Analysis..................................................................11
Current Financial Situation.........................................................13
Historical Results........................................................................14
Macroenvironment......................................................................15
II. Threats and Opportunities (SWOT) Analysis.....................................16
Internal Strengths and Weaknesses...........................................16
Outside Opportunities and Threats.............................................16
SWOT Action Plan.......................................................................17
Financial Objectives....................................................................18
Marketing Objectives..................................................................18
Critical Issues..............................................................................19
IV. Marketing Strategy..........................................................................20
Target Marketing........................................................................20
Positioning..................................................................................20
Marketing Strategies & Tactics...................................................21
Marketing Mix.............................................................................24
Marketing Research....................................................................25
Milestones...................................................................................27
Marketing Organization..............................................................27
VI. Financials, Budgets, and Forecasts.................................................29
Break-even Analysis...................................................................29
Sales Forecast.............................................................................29
Marketing Budget Forecast.........................................................31
Sales vs. Expense Summary.......................................................32
VII. Controls..........................................................................................33
Performance Monitoring.............................................................33
Contingency Planning.................................................................33
Appendix A: Year 1 Marketing Budget..................................................34

[To Update Table of Contents: Right Click with your mouse and select “Update
Table.” If you add any headings, you will need to set them as either ‘Heading 1’
or ‘Heading 2’ using ‘Styles’ for them to be included in this table. Styles is found
in the ‘Format’ menu under ‘Styles and Formatting’]

5
[Company] – Marketing Plan

I. Situation Analysis
[Company] is a [type of organization] that has been in operation for ## years in
the [industry type] industry. The company’s main focus is to [briefly describe the
types of products or services that your organization provides] for customers.
Currently, the company holds about ##% market share in the [location] [industry]
market.

The following Situation Analysis will describe the current conditions surrounding
[Company] and its products. It includes detailed information on the company’s
products and services, an analysis of the market, an evaluation of [Company]’s
competitors and distributors, historical results of marketing efforts, an industry
financial analysis, and macroenvironment information.

Product & Service Analysis

[Company] currently offers [list product and/or services your company offers] to
customers in its target market. Our core [product/service] is [core
product/service]. This [product/service] meets the needs of our market by
[discuss in one or two sentences how your core product meets the needs of your
target market]. Most consumers purchase our products and services through
[mention your product's main distribution method].

[Product] is sold to distributors for $##.## and the suggested retail value of the
product is $##.##. Typically, we offer distributors incentives such as [incentive
1], [incentive 2], and [incentive 3]. Purchase incentives are also offered to
consumers, including [incentive 1], [incentive 2], and [incentive 3]. Last year
annual sales for [product name] were $##.## with a gross margin of ##%.

[Product Name] is branded as [briefly describe the current branding strategy]. It


includes the following features:
• [Feature 1]
• [Feature 2]
• [Feature 3]
• [Feature 4]
• [Feature 5]

The company also offers a few supplemental products and services associated
with our core product. These products, along with their annual sales, prices, and
gross margin, are shown in the following chart:

Product Annual Sales Revenue/Uni Gross Margin


t
[Product Name] $##.## $##.## ##%
[Product Name] $##.## $##.## ##%
[Product Name] $##.## $##.## ##%

6
[Company] – Marketing Plan

The formula for the Gross Margin:


(Revenue per Unit – Cost of Good Sold) / Revenue per Unit

[Describe the situation with your product mix and how these products are
meeting your customer’s needs].

Our products give us a competitive edge because [describe any advantages that
your products have over your competitors' products].

[Describe future product/service plans. Include when they will be implemented


and what benefits they will give to your customers.]

Market Analysis

Target Market

[Company] sells primarily to [consumers or businesses] and focuses on a [broad


or selective] population of ## potential customers in [location]. This population
can be can be categorized into ## different segments.

[Name of Market]

[Segment 1] [Segment 2] [Segment 3] [Segment 4] [Segment 5]

• [Segment 1] - Briefly define this segment


• [Segment 2] - Briefly define this segment
• [Segment 3] - Briefly define this segment
• [Segment 4] - Briefly define this segment
• [Segment 5] - Briefly define this segment

This chart demonstrates the size of each of these segments in relation to the
entire target market. This information is based on [source of information on size
of each segment].

7
[Company] – Marketing Plan
Market Segments

Segment 5 Segment 1

Segment 4 Segment 2

Segment 3

Double-click on the graph to make changes to the values and names. Don’t
forget to save your marketing plan frequently!!!

For the most part, [Company]’s [products/services] are targeted at [segment(s)],


although people from the other market segments may be interested in our
[products/services].

Market Demographics

Understanding the following geographic, demographic, psychographic, and


behavior factors is important for marketing our [product/services] to our target
market. This information was taken into account as we developed our marketing
and advertising strategy.

Geographics
• The immediate market for [Company] is located in the [geographic area]
area. The population of this geographic market is ##
• Our products and services are needed in a ##-mile geographic area
• We estimate that the total targeted area’s population is ##
• The target market lives in the following ZIP Codes: [ZIP Codes]
• [Include any other important points related to the geographic area where
your product/service will be marketed]

Demographics
Our market consists mainly of [consumer/business/consumers and businesses]
customers. Based on our marketing research, these are the demographics of
our target market:
[For Consumers – Remove if not targeting consumers]
• [Gender]
• [Marital Status]
• Age range of ## to ##. Median age of ##.
• [Family Size, Children?]
• [Education Level]
• [Income Level]
• [Homeowner? Include the value of the home.]

8
[Company] – Marketing Plan
• [Occupation]
• [Include any other important demographics of the market to which your
product/service will be marketed]
[For Business – Remove if not targeting businesses]
• [Industry Type or SIC/NAICS Code]
• [Company Size]
• [Job Titles/Departments]
• [Annual Revenues]
• [Include any other important demographics of the market to which your
product/service will be marketed]

The demographics of our target market should be compared to the demographics


of our geographic market. The typical [resident/business] of [metropolitan area]
fits this profile:
• [Profile the typical person or business in your geographic market using
the same criteria that you listed above.]

Psychographics
The psychographics of our target market describe what makes our customers
want to purchase our [product/service].
• [Hobbies related to your product that interest your target market]
• [Describe the spending patterns of your target market]
• [Emotional aspects that would make your target market want to purchase
your product. Why do they or will they like your product?]
• [Social class or status]
• [Who is the decision maker with your target market?]
• [What would motivate your market to purchase your product?]
• [Values and attitudes of your market that would influence their purchase
decision]
• [Is your target market brand conscious?]
• [How does your target market perceive itself?]
• [What is important to people in your target market?]
• [What types of advertising is your target market likely to see? Do they
listen to the radio, use e-mail, watch certain television programs, etc.?]
• [How do consumers perceive your product?]
• [Include any important points related to psychographics of the market to
whom your product/service will be marketed. Psychographics profile what
makes your target market want to buy your product]

Behaviors
The following behaviors are typical of our target market.
• [Behavior 1]
• [Behavior 2]
• [Behavior 3]
• [Behavior 4]
• [Include any behaviors that are important to your target market]

9
[Company] – Marketing Plan

Market Needs

[Company] provides customers in [geographic area] with [briefly describe the


products/services that your company offers]. Based on our research, our target
market finds the following benefits important. [Company] creates value for its
customers by fulfilling these needs.

• Market Need 1 – [Explain how your company fulfills this need]


• Market Need 2 – [Explain how your company fulfills this need]
• Market Need 3 – [Explain how your company fulfills this need]
• Market Need 4 – [Explain how your company fulfills this need]
• Market Need 5 – [Explain how your company fulfills this need]

Market Trends & Growth

The main trend in the [industry type] industry is towards [describe industry trend].
It is important for [company] to take these trends into account when it develops
its strategy. Here are a few other trends that will impact our marketing efforts.

• [Trend 1] – [Describe the trend and how it is impacting the market]


• [Trend 2] – [Describe the trend and how it is impacting the market]
• [Trend 3] – [Describe the trend and how it is impacting the market]
• [Trend 4] – [Describe the trend and how it is impacting the market]
• [Trend 5] – [Describe the trend and how it is impacting the market]

[In a few sentences, describe the underlying reasons for the market trends].

The following chart demonstrates the growth that we expect in each of our
market segments over the next five years. This growth was estimated from
[source of market growth information] and is dependant on [any factors that will
influence the growth of your market].

Linked Chart – Complete Using the TargetMarket Tab in the Excel Template

Graphs are available for this section in the Financial Templates. Please read the
user’s guide for information on adding these graphs to your marketing plan.

As shown in this chart, we expect fastest growth in the [segment]


segment. We expect a decline in the size of the [segment] segment
over the next few years. This decline will be balanced by an increase
in the [segment] segment. [Describe any other important observations
related to the market growth chart] Overall, we expect a growth rate
of ## percent in our target market over the next five years. The
average growth rate is about ## percent each year.

10
[Company] – Marketing Plan
Distribution Network Analysis

Our product is distributed to customers [directly -or- indirectly through


distributors -or- both directly and indirectly through distributors]. The
following chart shows the delivery and sales portion of the supply chain
for our products:

[Company]

[Supply Chain Step 1]

[Supply Chain Step 2]

Customer

Distributors purchase our products by [describe the distributor


purchase process]. The most significant factor influencing our
distributors’ purchasing decisions is [describe who or what influences
the distributor's purchase]. Generally, our distributors use our product
to [explain how your product is used for the distributor's business and
strategy]. They perceive our product as being [explain distributors'
attitudes and perceptions regarding your products].

Distributors of our product are mainly [size] [type of distributor] in the


[region] area. They serve the markets in [area]. The main distributors
of our product are [distributor 1], [distributor 2], and [distributor 3].
These distributors account for ##% of our distributor sales and
account for a [significant -or- insignificant] portion of our business.
Maintaining a good relationship with these distributors plays an
important role in our marketing strategy and deserves focus from the
company. In the past, the company has managed these relationships
by [explain what the company has done to build its relationship with its
distributors]. Overall, these efforts have been [successful -or-
unsuccessful].

Describe needs and benefits that distributors look for and any other
information regarding current situations with distributors that are
important for consideration in the marketing plan.

Competitive Analysis

11
[Company] – Marketing Plan
[Company] has ## main competitors in its market. For the most part, our
competitors target [similar -or- different] markets and provide products that are
[similar -or- differentiated]. The main competitors for our product are the
following companies:

[Company 1]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]

[Company 2]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]

[Company 3]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]

[Company 4]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]

12
[Company] – Marketing Plan
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]

[Company 5]
• [Product Name]
o [Pricing Information]
o [Describe the target market for this product]
o [What are the main features and benefits for this product?]
o [How is this product promoted?]
o [How is this product distributed to consumers?]
o [What other services are offered along with this product?]
• [Describe the current activities of this competitor, how it compares to what
your company offers, and what its competitive advantage is]

The following chart shows the market share for each of our main competitors, the
price of their competitive product, and the estimated growth rate for their sales.
This information was derived from [explain the source of the data for this chart].

Linked Chart – Complete Using the Competitors tab in the Excel Template

Graphs are available for this section in the Financial Templates. Please read the
user’s guide for information on adding these graphs to your marketing plan.

As demonstrated in this analysis, [name(s) of competitor(s)] are the greatest


threat to our company’s growth because [explain why this competitor is a threat].
These competitors’ actions in the market should be carefully monitored.

Currently, competitors in our market are moving towards [explain current trends
among competitors]. The company should be aware of [discuss current
competitor actions that may become future competitive threats].

Current Financial Situation

The financial situation in the market for our product is [improving -or-
steady -or- declining] due to [describe conditions in the market that
are affecting the financial environment surrounding the product]. The
following chart shows the current financial situation for the industry:

Linked Charts – Complete Using the CurrentSales Tab in the Excel


Template

13
[Company] – Marketing Plan

As shown in this chart, sales for our product are [seasonal -or- steady
throughout the year] with industry sales peaking in [month or months
when sales tend to occur]. This seasonality is due to [explain why
sales are seasonal (if applicable].

Sales of products in our industry are concentrated in [region(s) where


sales are highest]. This concentration occurs because [explain why
sales tend to be higher in this region].

Companies in our industry tend to be [profitable -or- not profitable] and


the standard profit margin for the industry is estimated to be about ##
%. Our product’s profit margin of ##% is [above - equal - below] the
industry standard.

Historical Results

[Company] has employed various marketing efforts over the past years to reach
its target audience. Some of these marketing efforts were successful and some
were unsuccessful. Success for our company is defined as [Describe the criteria
that your company uses to determine whether or not marketing efforts are
successful]. Efforts are deemed unsuccessful is they [Describe the criteria that
would be used to determine whether or not marketing efforts are unsuccessful].

Successful Efforts Unsuccessful Efforts


• [Successful Marketing Effort 1] • [Unsuccessful Marketing Effort
• [Successful Marketing Effort 2] 1]
• [Successful Marketing Effort 3] • [Unsuccessful Marketing Effort
• [Successful Marketing Effort 4] 2]
• [Successful Marketing Effort 5] • [Unsuccessful Marketing Effort
3]
• [Unsuccessful Marketing Effort
4]
• [Unsuccessful Marketing Effort
5]

Successful marketing efforts tend to [include any characteristics of your


successful marketing efforts which are common among all successful efforts]..
On the other hand, our less successful marketing efforts tend to [describe any
similarities between your unsuccessful marketing efforts that are not common to
your successful marketing efforts].

In terms of promotion and our company’s marketing efforts, we have an


advantage over of competitors because [explain marketing advantages that the
company has over its competitors], but may be at a disadvantage in terms of

14
[Company] – Marketing Plan
[describe where the company's marketing may be at a disadvantage in terms of
the competition].

Macroenvironment

[Company] should consider the following macroenvironment forces as it


implements this marketing plan. These forces may either provide opportunities
to the company or threaten the success of this marketing plan.

Demographic Forces
• What demographic forces will have a significant impact on your
company? Examples may include shifts in the age of the population,
geographic shifts in population, changes in the family, or changes in
ethnic/racial populations.

Economic Forces
• What economic forces will have a siginificant impact on your marketing
plan? Examples include changes in income or consumer spending
patterns.

Natural Forces
• Are there natural forces (involving natural resources needed by your
company) that may impact the success of your marketing plan? There
may also be government regulations that fit into this category.

Technological Forces
• How will new technologies affect your company's products and
opportunities?

Political & Legal Forces


• Are there laws, government agencies, or special interest groups that may
have an influence on your companies activities?

Social & Cultural Forces


• What changes in values, perceptions, preferences, and behaviors will
impact your marketing efforts?

Ethical Forces
• What ethical forces related to your product may affect your marketing
efforts?

15
[Company] – Marketing Plan

II. Threats and Opportunities (SWOT) Analysis


The following SWOT (Strength, Weaknesses, Opportunities, and Threats)
Analysis demonstrates where [Company]’s competitive advantages and
disadvantages lie and compares them with opportunities and threats in the
external business environment. This analysis summarizes the information
contained in the Situational Analysis.

Internal Strengths and Weaknesses

Internally, [company] has strengths and weaknesses which may have a


significant impact on this marketing plan. It is important to take advantage of the
company’s strengths when implementing this plan to create competitive
advantage over our competition. At present, the company’s strengths and
weaknesses can be described as follows:

Strengths
• [Strength 1 – Example: The company has established a very strong
distribution network]
• [Strength 2 – Example: The marketing department has an award-winning
advertising department]
• [Strength 3 – Example: Our company owns patents on ___ that will not
expire until ___]
• [Strength 4 – Example: Our internal processes give us a cost-advantage
over our competitors]
• [Strength 5 – Example: Our manufacturing capacity enables us to
produce more goods at a lower cost than our competitors]

Weaknesses
• [Weakness 1 – Example: The company has not established strong
relationships with distribution networks]
• [Weakness 2 – Example: We entered this market later than our
competitors and, as a result, have much higher costs.]
• [Weakness 3 – Example: Our brand is not well known or trusted]
• [Weakness 4 – Example: The size and policies of our company make it
difficult to react quickly to changes in the market]
• [Weakness 5 - Example: Company policies make it difficult for the
company to adapt quickly to change]

Outside Opportunities and Threats

There are [many/few] opportunities in our market for growth. At the same time,
changes in the external environment could pose a threat to our company’s
marketing efforts. The following lists contain examples of the opportunities and
threats that should be taken into consideration by management.

16
[Company] – Marketing Plan

Opportunities
• [Opportunity 1 – Example: New technology that has been recently
introduced]
• [Opportunity 2 – Example: Products or services that could fill unfulfilled
customer needs]
• [Opportunity 3 – Example: Government regulations that have been
recently removed]
• [Opportunity 4 – Example: Growth in previously untapped markets]
• [Opportunity 5 - Example: Competitors that have decided to leave the
market]

Threats
• [Threat 1 – Example: Changes in the preferences of the market]
• [Threat 2 – Example: Increase in competition due to the lack of adequate
barriers to entry]
• [Threat 3 – Example: New government regulations]
• [Threat 4 – Example: Decline in population of our market]
• [Threat 5]

SWOT Action Plan

Overcome weaknesses to pursue opportunities


Strengths Weaknesses
Pursue opportunities that fit with strengths

Establish a defensive plan to minimize threats


• [item] • [item]
• [item] • [item]
• [item] • [item]
• [item] • [item]
• [item] • [item]

Opportunities Threats

• [item] • [item]
• [item] • [item]
• [item] • [item]
• [item] • [item]
• [item] • [item]

Minimize vulnerability to threats using strengths

17
[Company] – Marketing Plan
III. Marketing Objectives and Issues
Based on the analysis of our target market, competition, and the opportunities
available in our market, [Company] has developed marketing objectives and
financial objectives for its marketing efforts. In the end, these objectives support
the company’s mission statement.

[State your company's mission statement]

This section includes the objectives for this marketing plan, along with the keys to
success and critical issues that are associated with these objectives.

Financial Objectives

The financial objectives for [Company] were established by [explain the criteria
used to establish the financial objectives]. The ultimate goal for this marketing
plan is to improve the bottom line and increase shareholder value. Financial
objectives are in four categories: Sales, Margins, Profits, and Ratios.

Sales Objectives
1 [Objective 1]
1.
2 [Objective 2]
2.

Margin Objectives
1 [Objective 1]
1.
2 [Objective 2]
2.

Profit Objectives
1 [Objective 1]
1.
2 [Objective 2]
2.

Ratio Objectives
1 [Objective 1]
1.
2 [Objective 2]
2.

Keys to Success
In order to meet the financial goals outlined in this marketing plan, it is important
that the company’s marketing strategy does the following:
• [Key to Success 1]
• [Key to Success 2]
• [Key to Success 3]
• [Key to Success 4]
• [Key to Success 5]

Marketing Objectives

18
[Company] – Marketing Plan
After [explain the evaluation process for determining your marketing objectives],
we have established the following marketing objectives. These objectives
support the financial objectives listed above.

Target Market Objectives


1 [Objective 1]
1.
2 [Objective 2]
2.

Promotion & Advertising Objectives


1 [Objective 1]
1.
2 [Objective 2]
2.

Channel & Distribution Objectives


1 [Objective 1]
1.
2 [Objective 2]
2.

Market Research Objectives


1 [Objective 1]
1.
2 [Objective 2]
2.

Product Development Objectives


1 [Objective 1]
1.
2 [Objective 2]
2.

Keys to Success
In order to meet the marketing objectives in this marketing plan, it is important
that the company does the following:
• [Key to Success 1]
• [Key to Success 2]
• [Key to Success 3]
• [Key to Success 4]
• [Key to Success 5]

Critical Issues

The following are [Company]’s critical issues to keep in mind while working to
obtain its objectives:
• [Critical Issue 1]
• [Critical Issue 2]

19
[Company] – Marketing Plan

IV. Marketing Strategy


[Company] is committed to [state the overall objective of the company. Example:
becoming the market leader in the pre-employment screening industry.]. We
have developed a strategy to bring the company closer to this goal. This strategy
depends on meeting high performance criteria in these areas:
• [Performance Area 1]
• [Performance Area 2]
• [Performance Area 3]
• [Performance Area 4]
• [Performance Area 5]

The goals of [company]’s marketing strategy are to [goal 1], [goal 2], and [goal 3].
This section will outline how our organization will meet these goals.

Target Marketing

The Situation Analysis explained that the company has segmented its target
market into ## segments: [Segment 1], [Segment 2], [Segment 3], [Segment 4]
and [Segment 5]. These segments were chosen because [explain why you have
chosen to target these segments]. Each segment has unique characteristics
and, therefore, presents unique marketing opportunities.

• [Segment 1] – [Using the information from the target market section,


describe the characteristics of this market segment.]
• [Segment 2] – [Using the information from the target market section,
describe the characteristics of this market segment.]
• [Segment 3] – [Using the information from the target market section,
describe the characteristics of this market segment.]
• [Segment 4] – [Using the information from the target market section,
describe the characteristics of this market segment.]
• [Segment 5] – [Using the information from the target market section,
describe the characteristics of this market segment.]

Positioning

[The primary opinion your target market has that is related to your product
offerings] is important to our audience. They need and desire [need/desire 1],
[need/desire 2], and [need/desire 3]. Our product has an advantage of our
competitor’s products because it [describe an attribute of your product that fulfills
the needs/desires that you mentioned in a way that is superior to the
competition]. Unlike our competition, we are able to [describe another attribute of
your product that fulfills the needs/desires that you mentioned]. It is important for
us to capitalize on this advantage when we position [product/service] in the
market.

20
[Company] – Marketing Plan
Marketing Strategies & Tactics

[Company]’s most important goal is to [state the overall objective of the company.
Example: becoming the market leader in the pre-employment screening
industry.]. We have established the following marketing strategies to reach this
goal:
• [Strategy 1]
• [Strategy 2]
• [Strategy 3]
• [Strategy 4]
• [Strategy 5]

The tactics we will use to implement these strategies and the programs related to
these tactics are outlined below:

Strategy #1 - [Marketing Objective] – [Brief Description of the Strategy]


• [Method for reaching objective 1]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 2]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 3]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 4]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]

Strategy #2 - [Marketing Objective] – [Brief Description of the Strategy]


• [Method for reaching objective 1]
o [Program 1]
o [Program 2]

21
[Company] – Marketing Plan
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 2]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 3]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 4]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]

Strategy #3 - [Marketing Objective] – [Brief Description of the Strategy]


• [Method for reaching objective 1]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 2]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 3]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 4]
o [Program 1]
o [Program 2]
o [Program 3]

22
[Company] – Marketing Plan
o [Program 4]
o [Program 5]

Strategy #4 - [Marketing Objective] – [Brief Description of the Strategy]


• [Method for reaching objective 1]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 2]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 3]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
o [Program 5]
• [Method for reaching objective 4]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]

Strategy #5 - [Marketing Objective] – [Brief Description of the Strategy]


• [Method for reaching objective 1]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 2]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 3]
o [Program 1]

23
[Company] – Marketing Plan
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]
• [Method for reaching objective 4]
o [Program 1]
o [Program 2]
o [Program 3]
o [Program 4]
o [Program 5]

Marketing Mix

Our marketing mix approaches products, pricing, promotion and distribution in


the following ways:

Products
Our main product, [product name], enables customers to [Benefit 1], [Benefit 2],
and [Benefit 3]. In order to be successful, it is important that our product
[success factor]. [Describe the strategic vision behind your products].

The following elements of our product are important to its strategic success:
• [Element 1] - [Describe how this element contributes to the marketing
strategy]
• [Element 2] - [Describe how this element contributes to the marketing
strategy]
• [Element 3] - [Describe how this element contributes to the marketing
strategy]
• [Element 4] - [Describe how this element contributes to the marketing
strategy]

Pricing
The pricing of our products is based on [Describe your primary pricing strategy].
Our market is fairly [developed/undeveloped] and has [many/few] competitors;
therefore, our pricing must [describe the impact that the number of competitors
and age of the market will have on your product pricing strategy].

Based on surveys and research of our target market, customers seem to be fairly
[sensitive/unsensitive] to pricing for our products. We should price our product
[above/below] our competitors to be successful. The following chart
demonstrates the relationship between our prices and our competitor’s prices.

A chart is available for this section in the Competitor tab in the Excel templates.

Customer will be willing to pay the set prices for our product because it creates
value for them. For example, the product [value proposition 1]. It also [value
proposition 2].

24
[Company] – Marketing Plan

Promotions
In the past we have had success promoting our products through [Successful
Method 1] and [Successful Method 2]. We have also found success with
[Successful Method 3]. To communicate clearly with our customers it is
important that we present a consistent marketing message between the different
marketing channels. We will integrate our marketing communication in the
following categories:

• Advertising – [What channels will you use? Where have you had
success? Be specific.]
• Public Relations and Publicity – [What channels will you use? Where
have you had success? Be specific.]
• Direct Marketing – [What channels will you use? Where have you had
success? Be specific.]
• Promotions and Events – [What channels will you use? Where have you
had success? Be specific.]
• Product Marketing Materials – [What channels will you use? Where have
you had success? Be specific.]
• Sales Force – [What channels will you use? Where have you had
success? Be specific.]
• Online Advertising – [What channels will you use? Where have you had
success? Be specific.]

Distribution
The main distribution channels for our product are through [distribution method
1], [distribution method 2], and [distribution method 3]. In order to make our
product [exclusive/accessable] we plan to have it available in [few/many]
locations.

We want our product to be seen as [describe the image you are trying to convey
with your product] so it makes sense that it would be available at [location 1],
[location 2], and [location 3]. Since customers in our target market also frequent
these locations, they will have access to our product easily.

Marketing Research

Market research on our product is performed using the following methods:

Focus Groups – [describe how focus groups will be used to gather marketing
research data]

Surveys – [describe how surveys will be used to gather marketing research data]

Interviews – [describe how interviews will be used to gather marketing research


data]

25
[Company] – Marketing Plan
Internal Data – [describe how internal data will be used to gather marketing
research data]

26
[Company] – Marketing Plan
V. Action Items
Using the strategy and objectives in this marketing plan, [Company] has
established milestones to ensure that this plan is implemented successfully. This
section includes these milestones, along with information on who in the company
will be responsible for their success. An overview of the members of our
marketing team, along with an organization chart for the department, is also
included.

Milestones

Ensuring that the tasks outlined in this marketing plan are implemented on time
and on budget is fundamental to [Company]’s marketing success. These
milestones identify the key projects, along with their start and end dates,
budgets, and responsible managers and departments.

Linked Chart – Complete Using the Milestones Tab in the Excel Template

Graphs are available for this section in the Financial Templates. Please read the
user’s guide for information on adding these graphs to your marketing plan.

Marketing Organization

The marketing efforts of [Company] are led by [Name]. [He -or- She] is the
[Position/Title] at [Company] and is responsible for overseeing the
implementation of this marketing plan.

These efforts will also be supported by various individuals within the marketing
department.
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]
• [Name], [Title] – Responsible for [List individual's responsibilities]

The marketing department is organized as follows:

27
[Company] – Marketing Plan
[Name]
VP - Marketing &
Sales

[Name]
Administrative
Assistant
[Name]
[Name] [Name] Sales Director
Director of MarComm Director of Marketing

[Name]
[Name] [Name]
Webmaster
Product Manager Inside Sales

[Name] [Name] [Name]


Public Relations Product Manager Sales Channel 1

[Name] [Name] [Name]


Advertising Marketing Research Sales Channel 2

To modify the organizational chart, select the cell you would like to modify. To
add an individual, right click on the cell you would like it connected to and select
subordinate, co-worker, or assistant. To remove a cell, click the cell you would
like to remove and press “delete” on your keyboard.

28
[Company] – Marketing Plan

VI. Financials, Budgets, and Forecasts


This section of our marketing plan will address the financial projections and
requirements for [Company]’s marketing activities. Included are a break-even
analysis, sales forecast, expense projects, and marketing budgets.

Break-even Analysis

In order to breakeven, [Company] needs to sell ## units monthly with a monthly


revenue of $##. Based on our sales and expense forecasts, it is [probable -or-
unlikely] that we will be able to breakeven this year. This is demonstrated in this
break-even analysis:

Linked Chart – Complete Using the Breakeven Tab in the Excel Template

Graphs are available for this section in the Financial Templates. Please read the
user’s guide for information on adding these graphs to your marketing plan.

Sales Forecast

Sales are projected to increase as we implement the strategies in this marketing


plan. During the first ## months of [year], sales are expected to be [lower - have
no noticible change - higher] as [Company] [describe activities, such as preparing
advertising, which will account for slower or average sales. If you expect a big
jump in sales, explain why.]. In [month] it is anticipated that [describe an activity
that will increase sales], which will improve our sales and increase revenues
fairly quickly. By [month], this plan will be completely implemented and sales are
projected to grow at a rate of ##% each month through the end of the year.

[Product name] is a seasonal item. Forecasted sales are expected to be the


strongest in [month] through [month], peaking in [highest month for sales]. This
means that it is imperative that [list any activities that need to be completed
before the "season" for this product] is completed by [month].

[Describe any other conditions or activities which will impact sales].

The following graphs and charts outline the sales forecasts for [Company]:

Linked Chart – Complete Using the SalesForecast Tab in the Excel Template

29
[Company] – Marketing Plan
Cost of Sales Forecast

Each sales channel in our sales forecast has expenses associated with the sales
of [product]. The following chart projects the cost of sales for each sales channel
in our distribution network over the next five years:

Linked Chart – Complete Using the CostofSales Tab in the Excel Template

30
[Company] – Marketing Plan

Marketing Budget Forecast

The marketing expenses have been budgeted to coincide with the sales forecast.
In months with more revenue, [Company] has budgeted more funds towards its
marketing programs. [List marketing programs where the budget will not vary
from month to month] require a fairly fixed budget and will not vary substantially
from month to month.

The annual marketing budget for [Company] over the next five years is outlined
as follows:

Linked Chart – Complete Using the Budget Tab in the Excel Template

A detailed monthly budget for Year 1 of this marketing plan is found in the
appendix.

31
[Company] – Marketing Plan

Sales vs. Expense Summary

The following chart summarizes the sales forecast and budget projections
outlined in this section of the marketing plan.

Linked Chart – Complete Using the Budget & CostofSales Tabs in the Excel
Template

32
[Company] – Marketing Plan

VII. Controls
This section outlines how the progress of this marketing plan will be monitored
and plans for difficulties that the company may face during its implementation.

Performance Monitoring

This marketing plan was developed give direction to [Company]’s sales and
marketing efforts. Performance will be monitored in the following areas:

1. [Performance Measurement 1]
2. [Performance Measurement 2]
3. [Performance Measurement 3]
4. [Performance Measurement 4]
5. [Performance Measurement 5]
6. [Performance Measurement 6]

Reports showing the progress of these performance measurements will be


distributed to [list individuals who will receive reports] on a [time frame (example:
weekly)] basis. [Name] will be responsible for preparing and distributing these
reports.

Contingency Planning

The largest hurdles that [Company] will face in the implementation of this
marketing plan are included in this list:
• [Difficulty or Risk 1]
• [Difficulty or Risk 2]
• [Difficulty or Risk 3]

These potential difficulties and risks have been minimized through [briefly explain
how your marketing efforts will minimize each of the difficulties and risks
mentioned above].

The worst case scenarios for [Company] are the following:


• [worst case scenario 1]
• [worst case scenario 2]
• [worst case scenario 3]

33
[Company] – Marketing Plan

Appendix A: Year 1 Marketing Budget


Linked Chart – Complete Using the Budget Tab in the Excel Template

34
[Company] – Marketing Plan
IVD 2.0
Copyright & License Agreement
This notice may be removed from copies of this marketing plan
distributed outside your organization under the restrictions contained
in the License Agreement. This license must accompany any editable,
electronic copies of this file made by the user.

© 2001 – 2006 Business Plan Success, All Rights Reserved


This template is protected by U.S and International Copyright Law.
This template may not be resold or distributed in any form except as outlined in the license agreement.
Information on these templates is available at http://www.business-plan-success.com/ and
http://www.marketing-plan-success.com/.

License Agreement
Effective: August 1, 2006

User Notice

This is a contract. By making a purchase or downloading this Marketing Plan (the “Product”) from IVD you accept all
terms and conditions outlined in this agreement. Please read this agreement carefully before using this product.

Upon your acceptance of this agreement, we grant you a nonexclusive right to use the data, provided you agree to the
following:

Use of Product

You may download the Marketing Plan from http://www.business-plan-success.com/ or http://www.marketing-plan-


success.com/ and store it on a hard disk or other storage device. You may make unlimited copies of this data for your
personal use, provided that this agreement accompanies every copy made. The Excel templates may not be distributed
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file). The sample marketing plan may not be distributed outside your organization in any form.

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You are free to modify and/or adapt any data provided for your own use, reproduction, as well as unlimited use within your
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Support

35
[Company] – Marketing Plan
The Company will provide reasonable support to assist you with downloading and accessing the product for 30 days after
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36