MARKETING PLAN FORMAT
FORMAT OF A MARKETING PLAN
I. Executive Summary
II. Business Review
III. Environmental Analysis
IV. Market Segments
V. Marketing Objectives
VI. Continuously Satisfying Customer Strategy
VII. Sales Force Performance Strategy
VIII. Better Than Others Strategy
IX. Marketing Execution and Controls
X. Financial
XI. Appendices
Executive Summary
2 to3 pages overview of the entire marketing plan. Usually limited to the specific objectives to be achieved, the key changes versus the preceding year and the summary of resources needed to achieve the objectives.
Business Review
Also called “ Historical Background”, this section evaluates the past performance of the brand, usually the last 12 months as well as a recommendation on actions to be taken by the brand based on the result of their market research and insighting.
Environmental Analysis
Describes various situations such as industry opportunities and threats, key factors for success in the industry as well as the brand’s strengths and weaknesses relative to competition.
Market Segments
Describes existing and potential market segments. Describes key markets served and market segments using different but appropriate segmentation methods in detail. Underserved and unserved markets are also explored.
Marketing Objectives
Defines specific and quantifiable marketing objectives and goals. Whereas the previous sections are preliminary discussions, the marketing objective is actually the start of the marketing plan proper.
Continuously Satisfying Customer Strategy
Identifies the product positioning to be emphasized. Identifies specific strategies to be implemented to satisfy the brand’s chosen customer’s unmet needs, wants and expectation.
Sales Force Performance Strategy
An important section for selling-driven companies. Identifies what strategies to use to ensure the high performance of sales force (internal customer).
Better Than Others Strategy
Identifies key
I. Executive Summary
II. Business Review
III. Environmental Analysis
IV. Market Segments
V. Marketing Objectives
VI. Continuously Satisfying Customer Strategy
VII. Sales Force Performance Strategy
VIII. Better Than Others Strategy
IX. Marketing Execution and Controls
X. Financial
XI. Appendices
Executive Summary
2 to3 pages overview of the entire marketing plan. Usually limited to the specific objectives to be achieved, the key changes versus the preceding year and the summary of resources needed to achieve the objectives.
Business Review
Also called “ Historical Background”, this section evaluates the past performance of the brand, usually the last 12 months as well as a recommendation on actions to be taken by the brand based on the result of their market research and insighting.
Environmental Analysis
Describes various situations such as industry opportunities and threats, key factors for success in the industry as well as the brand’s strengths and weaknesses relative to competition.
Market Segments
Describes existing and potential market segments. Describes key markets served and market segments using different but appropriate segmentation methods in detail. Underserved and unserved markets are also explored.
Marketing Objectives
Defines specific and quantifiable marketing objectives and goals. Whereas the previous sections are preliminary discussions, the marketing objective is actually the start of the marketing plan proper.
Continuously Satisfying Customer Strategy
Identifies the product positioning to be emphasized. Identifies specific strategies to be implemented to satisfy the brand’s chosen customer’s unmet needs, wants and expectation.
Sales Force Performance Strategy
An important section for selling-driven companies. Identifies what strategies to use to ensure the high performance of sales force (internal customer).
Better Than Others Strategy
Identifies key