TiVo - Marketing plan
What is a Marketing Plan?
A Marketing Plan is a document that presents recommendations to fulfill a company’s marketing strategy. It should describe what you want to accomplish overall and what precisely needs to be done to get there: your objectives, strategies and tactics.
Though your marketing plan is mainly written by your marketing department, the best marketing plans are developed using cross- functional teams – this way one might be sure that no critical factors will get overlooked.
The time scope of the plan is usually for a year (however, if market conditions change rapidly, a company might need a series of marketing plans to react to changes).
A good marketing plan is simple, clear and convincing. It’s not how much information you put in there, but rather how that information supports the recommendations provided in the plans. Remember the ultimate goal for marketing plans is to deliver strong results, and a clear path outlined in the plan helps achieve that.
Marketing Plan Outline
1.0 Executive Summary (goes before the TOC)
2.0 Situation Analysis
2.1 Mission
2.2 Product or Service Description
2.3 Value Proposition
2.4 SWOT
2.5 Critical Issues
3.0 Market Analysis
3.1 Macro Environment
3.2 Market Size and Growth
3.3 Market Trends
3.4 Target Market Segments
3.5 Customer Analysis
3.6 Needs Analysis
3.7 Competitive Analysis
3.7.1 Direct Competition
3.7.2 Indirect Competition
4.0 Strategy
4.1 Marketing Objectives
4.2 Financial Objectives
4.3 Segments and Target segment with needs outlined
4.4 Positioning Strategy
4.5 Product Strategy
4.6 Price Strategy
4.7 Distribution Strategy (Direct and Indirect)
4.8 Integrated Marketing Communications Strategy
4.9 Branding
4.10 Marketing Research needed
5.0 Financial Analysis
5.1 Break-Even Analysis
5.2 Sales Forecast
5.3 Expense Forecast
6.0 Implementation and Control
6.1 Implementation:
6.2 Controls:
6.3 Marketing Organization
6.4 Contingency
A Marketing Plan is a document that presents recommendations to fulfill a company’s marketing strategy. It should describe what you want to accomplish overall and what precisely needs to be done to get there: your objectives, strategies and tactics.
Though your marketing plan is mainly written by your marketing department, the best marketing plans are developed using cross- functional teams – this way one might be sure that no critical factors will get overlooked.
The time scope of the plan is usually for a year (however, if market conditions change rapidly, a company might need a series of marketing plans to react to changes).
A good marketing plan is simple, clear and convincing. It’s not how much information you put in there, but rather how that information supports the recommendations provided in the plans. Remember the ultimate goal for marketing plans is to deliver strong results, and a clear path outlined in the plan helps achieve that.
Marketing Plan Outline
1.0 Executive Summary (goes before the TOC)
2.0 Situation Analysis
2.1 Mission
2.2 Product or Service Description
2.3 Value Proposition
2.4 SWOT
2.5 Critical Issues
3.0 Market Analysis
3.1 Macro Environment
3.2 Market Size and Growth
3.3 Market Trends
3.4 Target Market Segments
3.5 Customer Analysis
3.6 Needs Analysis
3.7 Competitive Analysis
3.7.1 Direct Competition
3.7.2 Indirect Competition
4.0 Strategy
4.1 Marketing Objectives
4.2 Financial Objectives
4.3 Segments and Target segment with needs outlined
4.4 Positioning Strategy
4.5 Product Strategy
4.6 Price Strategy
4.7 Distribution Strategy (Direct and Indirect)
4.8 Integrated Marketing Communications Strategy
4.9 Branding
4.10 Marketing Research needed
5.0 Financial Analysis
5.1 Break-Even Analysis
5.2 Sales Forecast
5.3 Expense Forecast
6.0 Implementation and Control
6.1 Implementation:
6.2 Controls:
6.3 Marketing Organization
6.4 Contingency