Marketing Plan

Marketing Plan

•        To plan means to succeed

•        No planning means failure

•       A Marketing Plan contains the objectives and strategies of the company

•        Would your marketing plan helps your chosen company or would it just be a document that cannot be used?

Executive Summary

•        A one page summary of the whole report

•        An executive summary is not an introduction

•     An executive summary gives an overall snap shot of the report to the reader who is usually an executive, director or manager)

•    The reader is guided and informed by the executive summary and can proceed to read specific section within the report (e.g. Marketing Mix section) by checking the table of content which follows the executive summary.

•        Table of content with page numbers after executive summary   Company Profile

•     A brief description of the company supported by references from company’s website, report, newspapers)

•        History: 1 paragraph only

•        Profit or loss

•        Current products

•        New products

•        Any interesting facts

Vision/Mission Statement

•  “We intend to provide our customers with the best online shopping experience from beginning to end, with a smart, searchable website, easy-to-follow instructions, clear and secure payment methods, and fast, quality delivery.”

•        "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today.

• Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company."

Starbucks Mission Statement

•       “To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time.”

•        Provide a brief analysis on the mission statement of the company

•        Use academic references

Situational Analysis: External: Lecture 2

This section must be supported by data from abs.gov.au, dfat.gov.au or https://www.cia.gov/library/publications/the-world-factbook/

•        PEST analysis

•        3 Political Issues with implications for your product item/brand

•        3 Economic Issues with implications for your product item/brand

•        3 Socio-Cultural Issues with implications for your product item/brand

•        3 Technology Issues with implications for your product item/brand

•        Use academic references

•        Use Australian Bureau of Statistics website

Situational Analysis: Internal: Lecture 2

•        2 Employees issues

•        2 Customers issues

•        2 Competitors issues

•        2 Suppliers issues

•        Use academic references

•        Use Australian Bureau of Statistics website

SWOT Analysis

Data from PEST builds the SWOT section

•        3 Strengths: Internal within the product

•        3 Weaknesses: Internal within the product

•        3 Opportunities: External of the product

•        3 Threats: External of the product

•        Use academic references

•        Use textbook references

Segmentation, targeting and positioning analysis (Use references)

•        Provide an academic definition of segmentation and briefly discuss

•        Describe your chosen customer using the following variables:

•        Geographic

•        Demographic

•        Behavioural

•        Psychographics

• Define your chosen target segment (Measurability, accessibility, substantiality)

•        Define your positioning which will be your prime Marketing Objective

Marketing Objective

•        Keep it simple

•  Your Positioning objective is the main objective of your marketing plan

•    Examples: The burgers are better at Hungry Jacks, I am loving it, Fingers likin good

•    A good idea is to link your positioning objective with your Vision/mission statement Slide 6.

Description of the New Product: Lecture 6

•        Core

•        Actual

•        Augmented

•        Use academic references

•        Use marketing textbook references

Marketing Mix strategy

Product (Support with academic references)

•        Product strategy: Describe your product

•        Is it a problem solver?

•        What are the needs that the product fulfil?

•        Analyse the Core, Actual and Augmented aspects of your product

•        Does your Product strategy support your Positioning Objective

•        Use academic references

•        Use marketing textbook references

Marketing Mix Strategies: Price

Support with academic references

•        Price: Analyse the Internal and External factors affecting the pricing of your product

•        Does your Price strategy support your Positioning Objective

•        Use academic references

•        Use marketing textbook references

Marketing Mix Strategy: Place Support with academic references

•       Place: Draw your Distribution channel and explain the roles of each intermediary within the channel

•        Does your Place strategy support your Positioning Objective

•        Use academic references

•        Use marketing textbook references

Marketing Mix Strategy: Promotion Support with academic references

•        Promotion: Sales Force Management strategy

•        Brief IMC strategy

•        Use academic references

•        Use marketing textbook references

Implementation Plan

•        Time frame of the project

•        Budget

•        Staff allocation

Conclusion

•        The main points of the report

•        Is the project viable?

•        Success or failure

•        Profit or loss

•        Will the marketing objective be achieve?

References

•        5 Academic articles

•        Marketing textbooks

•        Not general articles on the Internet

•        No Wikipedia

•        Use Australian Bureau of Statistics website

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