01 MARKET ING PL AN 2021
Marketing
Plan
Chapter 2
Discussion
points
• What is Marketing Plan?
• Six different plans under the context of
MAR K E T I N G PL A N 202 1
Marketing Planning
• Element of a Marketing Plan
• The Components of a Marketing Plan
MARKET ING PL AN 2021
What is Marketing Plan?
A Marketing Plan is a written document that contains the guidelines
for the company's marketing program and allocations over the
planning period.
Six different plans under the context
of
MARKETING
CORPORATE PLANS PLAN
Describes the overall business plan for the
corporation. It might be an annual, intermediate,
or long-range plan. The corporate plan deals with
PRODUCT-LINE PLAN
01 the company mission, growth strategies,
investments decisions, and current objectives and
goals.
02 Describes objective, goals strategies and
tactics for the a specific product line.
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PRODUCT PLAN
03 Describes objective, goals strategies and
tactics for the a specific product .
Six different plans under the context
of
MARKETING PLAN
BRAND PLAN
04 Describes objective, goals strategies and tactics
for the a specific brand within the product
category.
PRODUCT/MARKET PLAN
06 A plan for marketing a particular product or product
line of the company in an industrial or geographical
MAR KE T I N G PL A N 2021
market.
MARKET PLAN
05 A plan for developing and serving a particular
market.
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MARKETING PLAN ELEMENT
Statement of Goals The Marketing Programs Completion Schedule
A vital part of every marketing plan is The second part of every good The marketing plan is a timetable, as well
the establishment of goals to be marketing plan sets forth the method as a guide, for the company. It is set up to
accomplished. The primary goal of by which the goals are to be reached, cover the company's activities for the a
every business organization is a this is the detailed part of the plan, the specific length of time, and it states both
simple one: an increase in its net part that tells each department within when certain activities should occur and
profit. In order to push forward the company what its job is going to be how long they should take to complete.
toward this primary goals, a company and that job will contribute to the
usually sets specific goals to be company's goal.
reached in the period covered by the
marketing plan.
The Component of a Marketing Plan
01 02 03
EXECUTIVE TABLE OF CONTENTS CURRENT MARKETING
SUMMARY
The Marketing Plan should open List of all topics, subject matter to SITUATION
The first major section of the plan describes the
with a short of the main goals and be discussed and arranged in market and the company's position on it. In this
recommendations to be presented in sequence. section, the planner provides information about
the plan for quick management the market, product performance; competition on
skimming and distribution.
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Current Marketing Situation
Market Competition
It includes market description that defines the It identifies major competitors and its
market , including major segments. strategies for product quality, pricing,
distribution and promotion,
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Product Review Distribution
It shows the sales, process, and gross profit of the It describes the recent sales trends and
product. development in the major distribution
channel.
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The Component of a Marketing Plan
04 05 06
SWOT Analysis OBJECTIVE AND MARKETING STRATEGIES
Manager should list as many threats and ISSUES
Once the product's SWOT Analysis Next, the manager outlines the broad marketing
opportunities they can imagine. Threats are have been studied, the manager can strategy or "game plan": for attaining the
problems that the manager has to face. The now set objectives and consider objective. Marketing strategy is the marketing
Manager needs to identify products strengths and issues that will affect them. The logic by which the business unit hopes to achieve
weaknesses. Strengths and weaknesses are inside objectives should be stated as goals its marketing objectives, it consists of specific
factors, in contrast with opportunities and threats, the company would like to reach strategies for target markets, the marketing mix,
which are outside factors. Company strengths during the plan's term. and the marketing budget.
points to certain strategies the company might be
using, while weakness point to certain things the
company needs to avoid or correct. A creative and
dynamic manager can turn them into
opportunities.
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The Component of a Marketing Plan
07 08 09
ACTION PROGRAM BUDGETS CONTROLS
The manager then turns the marketing strategies An important part of the plan is the The last section of the plan outlines the metrics
into specific actin programs that answer the budget. The manager should spell that will be used to monitor progress. Typically,
following questions: out the marketing budget that will goals and budgets are spelled out for each month,
be needed to carry out its strategies quarter or year. This means that higher
• What will be done? and programs. The manager knows management can review the result each period
• When will it be done? that higher budget will produce and spot businesses or product that are not
• Who is responsible for doing it? more sales but is looking for the meeting their goals.
• How much will it cost? marketing budget that will produce
the best profit picture.
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Thank you!
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