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Marketing Plan Outline Sample
I.
Current Year Performance - summary of how your company and its
products and/or services performed so far this year
II.
Recommendations - objectives in units and sales and expenditures
needed to achieve those sales; objectives support the company's marketing
goals
A.
The goal is typically achievable, quantifiable, timely, and
supports the company's vision and mission
B.
Objectives are broad statements of what needs to be done to
support the company's marketing goal; each objective focuses on a
specific accomplishment to be achieved using various marketing and
communications elements
III.
Profit and Loss Effect of the Recommendation - summary of
marketing effects over three-year period (last year, current year,
projected year)
IV.
Background
A.
Market
1.
Size - unit sales, growth rate, and competition
2.
Consumer - profile of consumers by geographic areas
3.
Pricing - company and competitive pricing by unit size
4.
Competitive Spending - media and promotional spending by six-month
period
5.
Other - any other helpful data
B.
Company Products and Services
1.
Products and Services - formulation, unique attributes, sizes,
variety, and margins
2.
Manufacturing, Production, and Distribution - plant capacity,
capital investment required, and any production/ purchasing problems
3.
Product Research - major studies relating to the company's
products/services and/or its performance
4.
Market Research - all other pertinent research information
5.
Other - any other helpful data
V.
Opportunities and Problems
A.
Opportunities - where sales are expected to be gained in the
coming year
B.
Problems - factors that might jeopardize success of the plan
VI.
Strategies
A.
Marketing - the basic objective and strategy planned to achieve
it
B.
Spending - investment for the coming year
C.
Copy - brief review of advertising objectives, strategy,
executions, and copy rotation
D.
Media - brief review of media objectives, strategy, and comparison
of sales volume to media expenditures
E.
Promotion - brief review of objectives, strategy, and trade deals
by area
VII.
Tests/Research - what is planned for coming year and costs
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