Sample Marketing Plan Outline

by smartamarketing

Marketing Plan Outline

Title Page – date and who developed it.

Version (updates)

Executive Summary (less than 1 page – write it last!)

Identified Need

Market/Product

Success Factors

Contents Page – think of it as the road map.  What is missing?

Situation:

Business Goals and specific objectives

Organisational/Marketing Goals/Objectives Outline

Target Market (Identified Need/Behaviour/Market Research)

and

Product Identification(link to Target Market)

A different approach/plan for each different Target Market is expected

Competitive Offerings

Marketing Environment/Situation Analysis

Macro (Economy, Political. Legal, Cultural)

Market (Competition)

Task (Suppliers)

Internal

SWOT Analysis

Overall Strategic Marketing Approach/Method

Product

Details

Features/Benefits

Packaging

Service

Competitive Offerings

Product Requirements

Product Development

Name/Brand

Product Line

Design

Placement Strategy

Intermediaries

Timing

Price (think in terms of the target market – “Payment”)

Pricing strategy

Pricing Objectives

Value

Competitive Pricing

Costs

Promotion

Promotional Objectives

Publicity/PR

Advertising

Online media/Social Media Marketing/Website

Personal Negotiation/Personal selling

Promotional Materials (Sales Promotion)

Sales Projections

Budgets

Project Management

Scheduling

Dates

Responsibilities

Advertisements