Marketing Plan

Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the nited States !
Canada and by international treaties. "# "S "$$E%A$

A&' S#("C#$) P(*+"B"#E' #* '"S#("B#E, PB$"S+, *--E( -*( SA$E, $"CE&SE *( SB$"CE&SE, %".E *( '"SC$*SE #* A&) *#+E( PA(#),
#+"S P(*'C# "& +A(' C*P) *( '"%"#A$ -*(/. A$$ *--E&'E(S 0"$$ BE SE' "& A C*(# *- $A0.
[YOUR COMPANY NAME]
MARKETING PLAN
Prepared for1
[SPECIFY]
Prepared by1
[YOUR NAME]
[YOUR TITLE]
2'A#E3

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Copyright Envision SBS. 2007. All rights reserved. Protected by the copyright laws of the nited States ! Canada and by international treaties. "# "S "$$E%A$
T+*&' o- Cont'nt
St+t'3'nt o- Con-i('nti+&ity 4 Non5.i)&o6r'"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 7
E8ECUTI1E SUMMARY""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 9
:" SITUATION ANALYSIS"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" ;
4.4 "nd5stry Analysis......................................................................................................................... 6
4.2 Sales Analysis............................................................................................................................. 7
4.8 Co9petitive Analysis................................................................................................................... 7
4.: C5sto9er Analysis...................................................................................................................... ;
4.6 S0*# Analysis........................................................................................................................... ;
4.7 Analysis of /ar<eting Activities =if applicable>...........................................................................40
#" O!<ECTI1ES""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" :#
2.4 Corporate *b?ectives................................................................................................................ 42
2.2 /ar<eting *b?ectives................................................................................................................ 42
7" MARKETING STRATEGY"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" :7
8.4 /ar<et Seg9entation Strategy.................................................................................................. 48
8.2 #argeting Strategy..................................................................................................................... 48
8.8 Prod5ct $ife Cycle..................................................................................................................... 4:
8.: Potential Strategies................................................................................................................... 4:
8.6 Core Strategy............................................................................................................................ 46
9" MARKETING PROGRAMS"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" :%
:.4 /ar<eting /i@............................................................................................................................ 47
:.2 $oyalty Progra9s...................................................................................................................... 20
:.8 C5sto9er Service ! S5pport..................................................................................................... 20
:.: /ar<et (esearch....................................................................................................................... 20
:.6 Personal Selling........................................................................................................................ 20
:.7 #r5st and Credibility.................................................................................................................. 20
:.7 #rade Pro9otions...................................................................................................................... 20
;" IMPLEMENTATION PLAN""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" #:
6.4 Prod5ct 'esign and 'evelop9ent............................................................................................ 24
6.2 /ar<eting ! Sales..................................................................................................................... 24
6.8 'istrib5tors................................................................................................................................ 26
6.: (eso5rce (eA5ire9ents........................................................................................................... 26
6.6 Sched5ling................................................................................................................................ 26
=" PERFORMANCE E1ALUATION AN. MONITORING"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""#%
7.4 /onitoring Ad Ca9paigns......................................................................................................... 27
7.2 Sales Analysis........................................................................................................................... 2;
7.8 Profit and $oss State9ents....................................................................................................... 84
7.: /eeting Sched5le..................................................................................................................... 84
7.6 C5sto9er Profiling.................................................................................................................... 84
7.7 Salesforce Eval5ation............................................................................................................... 82
%" FINANCIAL INFORMATION""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 79
7.4 -inancial Caps5le..................................................................................................................... 8:
7.2 -inancial Ass59ptions.............................................................................................................. 8:
7.8 B5dget...................................................................................................................................... 8:
7.: Sales Pro?ections =6 years>....................................................................................................... 87
>" CONTINGENCY PLANS"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 7>
B.4 Sy9pto9s of -ail5re................................................................................................................. 8B
B.2 Alternative Strategies................................................................................................................. 8B
APPEN.ICES""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 7?
[YOUR COMPANY NAME] Marketing Plan 2

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St+t'3'nt o- Con-i('nti+&ity 4 Non5.i)&o6r'
#his doc59ent contains proprietary and confidential infor9ation. All data s5b9itted to 2(ECE"."&%
PA(#)3 is provided in reliance 5pon its consent not to 5se or disclose any infor9ation contained herein
e@cept in the conte@t of its b5siness dealings with 2)*( C*/PA&) &A/E3. #he recipient of this
doc59ent agrees to infor9 its present and f5t5re e9ployees and partners who view or have access to the
doc59entDs content of its confidential nat5re.
#he recipient agrees to instr5ct each e9ployee that they 95st not disclose any infor9ation concerning
this doc59ent to others e@cept to the e@tent that s5ch 9atters are generally <nown to, and are available
for 5se by, the p5blic. #he recipient also agrees not d5plicate or distrib5te or per9it others to d5plicate or
distrib5te any 9aterial contained herein witho5t 2)*( C*/PA&) &A/E3Ds e@press written consent.
2)*( C*/PA&) &A/E3 retains all title, ownership and intellect5al property rights to the 9aterial and
trade9ar<s contained herein, incl5ding all s5pporting doc59entation, files, 9ar<eting 9aterial, and
95lti9edia.
B) ACCEP#A&CE *- #+"S '*C/E&#, #+E (EC"P"E&# A%(EES #* BE B*&' B) #+E
A-*(E/E&#"*&E' S#A#E/E&#.
[YOUR COMPANY NAME] Marketing Plan :
E8ECUTI1E SUMMARY
#he E@ec5tive S599ary is a synopsis of the entire 9ar<eting plan. Since so9e investors only read this
section to deter9ine whether they sho5ld spend 9ore ti9e eval5ating yo5r plan =and co9pany>, it sho5ld
highlight the 9ain ele9ents of yo5r plan and b5siness strategy, and create a desire to read the rest of the
doc59ent.
Briefly s599ariCe the following1
C5rrent Sit5ation, Co9pany /ission ! *b?ectives
Prod5ctEService 'escription
/ar<eting *b?ectives
/a?or /ar<eting Progra9s ! Strategy
E@pected /ar<eting andEor -inancial (es5lts
Feys to S5ccess
#he s5b?ects above sho5ld contain the answers to the following A5estions1
0hoG =who is yo5r co9panyG who is target c5sto9erG>
0hatG =what is the prod5ct or service offeredG>
0hereG =where is yo5r 9ar<et locatedG where will yo5 be i9ple9enting yo5r 9ar<eting
activitiesG>
0henG =when will yo5r plan be i9ple9entedG when do yo5 e@pect the res5ltsG>
+ow 95chG =how 95ch profit, sales, (*" to yo5 e@pectG>

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:" SITUATION ANALYSIS
:": In(6try An+&yi
:":": M+r@'t Ch+r+)t'riti)
H /ar<et siCe =in dollars andEor prod5ction 5nits> and growth rate =ann5al rate in percentage> by
geographical region or sales territory
H /ar<et potential, ind5stryEe@pert forecasts
H +istory of 9ar<et =how it has evolved>, 9ar<et stage =e.g. new 9ar<et, 9at5re 9ar<et, etc.>
H "nd5stry str5ct5re
H $evel of co9petition, do9inant players, presence of conglo9erates, noticeable past fail5res, noticeable
new entries
H #rends in s5pply and de9and
:":"# Tr'n( +n( .riv'r
H /a?or ind5stry trends, fashion and fads
H /a?or drivers of change
H Changes in 5se of prod5ct
H &ew categories of prod5ct 5sers
Based on de9ographics s5ch as age, gender, inco9e, ed5cation, occ5pation, etc.
Based on psychographics s5ch as benefits desired, habits, val5es, attit5des, lifestyle, behavior,
opinions, etc.
H 'e9and cycles, seasonality effect =s599er vs. winter>, special occasions, and worldwide events
:":"7 L'g+&0 Po&iti)+& 4 E)ono3i)+& F+)tor
H Present and f5t5re laws and policies affecting yo5r b5siness and 9ar<et
H Presence of govern9ent agencies and reg5lating bodies
H Corporate ta@ shelters
H %overn9ent spending
H Effects of ta@ation, inflation, 9onetary policies =e.g. interest rates>, e@change rates
H "nternational trade develop9ents =e.g. -#AA, E, etc.>
H Political cli9ate =e.g. stable, war setting, etc.> and stability of govern9ent
:":"9 So)io)6&t6r+& F+)tor
H $ifestyle and socioc5lt5ral changes
H Environ9ental concerns
H Changes in 5se of disposable inco9e
H $iving conditions =a9enities, 5tilities, poll5tion>
H $evel of social 9obility =9ove9ent of individ5als fro9 one societal class to another>
H 'egree of r5ral 9igration =9ove9ent of pop5lation fro9 r5ral areas to cities> and 5rban sprawl
=spreading of the pop5lation and develop9ent into r5ral areas>
:":"; T')hno&ogi)+& F+)tor
H Brea<thro5gh technologies or processes, technologies 5nder develop9ent
H (ate of technological innovation
H (elative cost of technology, research and develop9ent
H "nd5stry dependence on technological factors, i9pact of technological innovation
H Energy 5se
:"# S+&' An+&yi
H Econo9ic growth and profitability of ind5stry vs. yo5r growth and profitability
H Evol5tion of sales, 9ar<et share, variable costs =labor, raw 9aterials, energy, etc.>
H Evol5tion of 9ar<eting e@pendit5res and profit 9argins of yo5r co9pany prod5ct=s> over last 6 years
co9pared to ind5stry fig5res
By prod5ct fa9ily or by prod5ct SF =each 9odel, version, for9at, etc.>
By sales territory or by any other 5nit pertinent to yo5r co9pany
H S599ariCe the ele9ents above in table for9at =calc5lation for95las provided in parenthesis>1
Pro(6)t A
)ear H6 )ear H: )earH8 )earH2 )ear H4
A In(6try S+&'
! Co3p+ny S+&'
C M+r@'t Sh+r'
. Av'r+g' S'&&ing
Pri)'
E 1+ri+*&' Cot Ap'r
6nitB
F Gro M+rgin p'r
6nit A. 5 EB
G N63*'r o- Unit
So&(
AA C CB
/ Gro R'v'n6'
A. C GB
I Tot+& Gro M+rgin
AF C GB
< M+r@'ting ECp'n'
K Oth'r ECp'n'
L N't Pro-it
AI D < D KB
TA!LE :" Pro(6)t A S+&' /itory

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H 'istrib5tion trends and develop9ents
H #ypes of distrib5tion channels 5sed in 9ar<et and brea<down of sales generated thro5gh each channel
Brea<down for ind5stry
Brea<down for yo5r co9pany
H 'istrib5tion costs thro5gh different channels
:"7 Co3p'titiv' An+&yi
:"7": Co3p'titiv' &+n()+p'
H "ndicate level of co9petition in ind5stry =e.g. fierce, 9oderate> and n59ber of co9petitors
H "ndicate volatility of co9petition in ind5stry1 n59ber of yearly new players and fail5res
H 'escribe type=s> of co9petition affecting yo5r b5siness =prod5ctEservice co9petition, co9petition at the
level of corporateE9ar<eting strategy or b5siness 9odel, or co9petition based on specific attrib5tes s5ch
as price, A5ality, feat5res, etc.>
H "dentify the ind5stryIs co9petitive barriers to overco9e and state how yo5r co9pany has dealt or will
deal with the9
H "dentify potential so5rces of co9petitive advantage
:"7"# K'y P&+y'r
H "dentify 9ain so5rces of co9petition =direct co9petitors, indirect co9petitors, s5bstit5tes, potential
entrants, related prod5cts> and eval5ate relative intensity of co9petition arising fro9 each so5rce
H "dentify 9a?or co9petitors and lesser co9petitors and list the9 in categories based on so5rce type =refer
to above ite9> andEor based on their threat level
H "dentify the factors that give power to co9petitors =e.g. 9ar<eting strategy, s5perior prod5ct, established
co9pany, strong financial bac<ing, e@pertise, relationship with <ey ind5stry 9e9bers, etc.>. "dentify the
strategies andEor 9ar<et conditions that have allowed co9petitors to achieve good res5lts and, if
applicable, what has ca5sed the9 to fail
:"7"7 K'y P&+y'r v" Yo6r Co3p+ny
H Select yo5r 9ain co9petitors and co9pare the9 to yo5r co9pany. Eval5ate the perfor9ance of their
9ar<eting activities and identify the intensity and type of threat they pose, 9ain strategies, recent
initiatives and offensive tactics =directed towards yo5r co9pany>. Briefly analyCe the following ele9ents
and co9pare the9 to yo5r co9pany1
Prod5ctEservice offering =characteristics, feat5res, benefits>
SiCe =in ter9s of sales, 9ar<et share, infrastr5ct5re and c5sto9er base>
*b?ectives
Strengths and wea<nesses
Brand eA5ity1 c5sto9er loyalty, brand i9age, brand awareness, brand recognition and brand
rep5tation
Past, present and f5t5re strategies
/ar<eting strategies =positioning, branding, advertising, 9edia e@pendit5res>
Probable actions in response to 9ar<et changes and to yo5r co9pany
Efficiencies in cost str5ct5re =e.g. econo9ies of scale or scope, strea9lined processes, J"#, etc.>
'egree of vertical integration
+istory of innovations
Strength of 9anage9ent
Strength of distrib5tion
-inancial reso5rces
[YOUR COMPANY NAME] Marketing Plan B

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H S599ariCe <ey co9petitor infor9ation in the following table1
.ir')t
Co3p'titor
M+r@'t
Sh+r'
Pro(6)t
or
S'rvi)'
.')ription
Pro(6)t
or
S'rvi)'
F'+t6r'
Str'ngth 2'+@n'' M+r@'ting
Str+t'gy
Aggr'iv'n'
A/igh0 Lo,0
M'(i63B
Thr'+t
L'v'&
A/igh0
Lo,0
M'(i63B
Co3p'titor :
Co3p'titor #
E
In(ir')t
Co3p'titor
Co3p'titor 7
Co3p'titor 9
E
S6*tit6t'
Co3p'titor ;
Co3p'titor =
E
Pot'nti+&
Entr+nt
Co3p'titor %
Co3p'titor >
E
R'&+t'(
pro(6)t
Co3p'titor ?
Co3p'titor
:$
E
TA!LE #" M+in Co3p'titor
:"7"9 Co3p'titiv' A(v+nt+g'
H 'escribe yo5r co9petitive capabilities, reso5rces and co9petitive advantage=s>
H Co9pare yo5r core co9petencies in relation to that of co9petitors
:"7"; Str+t'gi) Gro6p M+p
H Constr5ct a strategic gro5p 9ap of co9petitors in yo5r ind5stry =see -ig5re 4 below>1
4. "dentify the 9ain characteristics that differentiate fir9s in the ind5stry =e.g. priceEA5ality, prod5ct
assort9ent, n59ber of seg9ents served, geographic coverage, degree of vertical integration,
n59ber of distrib5tion channels, c5sto9er service orientation, etc.>.
2. 'raw a 2Ha@is 9ap with 4 differentiating characteristic per a@is.
8. Plot the co9petitors on the 9ap.
:. %ro5p co9petitors that fall in the sa9e region by encircling the9. #he siCe of the circle sho5ld be
proportionate to the gro5pIs total 9ar<et share.
OR
Encircle individ5al co9petitors. #he siCe of the circle sho5ld be proportionate to that co9panyIs
relative 9ar<et share.
[YOUR COMPANY NAME] Marketing Plan ;
FIGURE :" Str+t'gi) Gro6p M+p
:"9 C6to3'r An+&yi
:"9": S'g3'nt+tion .i3'nion
H $ist the 9ost pertinent seg9entation di9ensions for yo5r 9ar<et =e.g. de9ographics, behaviors,
geographic regions, p5rchase habits, resistance to change, adopter categories 2innovators, early
adopters, early 9a?ority, late 9a?ority, laggards3, fa9iliarity with or access to technology, etc.>

:"9"# T+rg't M+r@'t
H Briefly identify yo5r target 9ar<et=s> =see Section 8.2.4 for profile of target 9ar<et>
:"9"7 For')+t'( Ch+ng'
H "dentify e@pected changes in target c5sto9er needs
H "dentify e@pected changes in b5ying behavior
H "dentify e@pected changes in c5sto9er perceptions and attit5des
H "dentify how these changes 9ight affect co9petitorsI strategy
H "dentify seg9ents that 9ight potentially beco9e yo5r target
H Provide forecasted changes in 9ar<et seg9ents1
0hich seg9ents are growing or declining and why
%rowth rate
(elative seg9ent siCes
Characteristics of seg9ents
:"; S2OT An+&yi
H $ist in a table yo5r co9panyIs <ey internal strengths and wea<nesses, the threats it faces and the
opport5nities that the 9ar<et presents. Ele9ents disc5ssed above =e.g. co9petitive advantage> sho5ld be
present in this table =#able 8 below>.
+"%+
Lo,
Pri)'FG6+&ity
M+r@'t 'g3'nt 'rv'(
F', M+ny
Co3p+ny .
Co3p+ny E
Co3p+ny A
Co3p+ny !
Co3p+ny C
Co3p+ny
I
Co3p+ny F
Co3p+ny G
Co3p+ny /
STRENGT/S
E@a9ples1
H Ele9ents which provide co9petitive
advantage
H Cost str5ct5re E efficient prod5ction process
H #echnical <now how
H .ery good rep5tation
H S5perior prod5ct
H +ighly A5alified wor<force
H Strong relationships with <ey ind5stry
9e9bers
2EAKNESSES
E@a9ples1
H $ac< of innovation
H Poor adaptability to 9ar<et conditions
H $ac< of co995nication
H $ittle financial reso5rces
H Poor 9anage9ent
H .ery long prod5ct develop9ent ti9e
H Poor brand awareness
H nreliable c5sto9er service
OPPORTUNITIES
E@a9ples1
H E9erging 9ar<ets
H %rowing de9and
H Changing c5sto9er tastes
H &ew prod5ct 5ses
H &ew reg5lations
H &ew distrib5tion channels
T/REATS
E@a9ples1
H &ew co9petitor
H Potential loss of financial bac<ing by K
H &ew reg5lations
H 'eclining pop5lation
H /ar<et sat5ration
TA!LE 7" S2OT
:"= An+&yi o- M+r@'ting A)tiviti' Ai- +pp&i)+*&'B
:"=": An+&yi o- )o3p+nyH 3+r@'ting progr+3
H 'escribe strategies e9ployed by yo5r co9pany for each 9ar<et seg9ent
#argeting strategy
Positioning strategy
Branding strategy
Advertising strategy
Pro9otional strategy
P5blic relations strategy
P5blicity strategy
H $ist 9ar<eting e@pendit5res and 9edia allocation
H Eval5ate perfor9ance of present 9ar<eting activities
H Co9pare perfor9ance of advertising 9edi59s e9ployed
H "dentify ele9ents that need to be reconsidered based on ele9ents covered above in Sit5ation Analysis
:"="# An+&yi o- R'o6r)' +n( M'tri)
H 'escribe s<ill and e@perience level of 9ar<eting e@ec5tives and 9anagers
H $ist the 9etrics e9ployed to eval5ate effectiveness of ca9paigns and eval5ate their 5sef5lness
H $ist financial reso5rces available for 9ar<eting
H $ist h59an reso5rces available for 9ar<eting
:"="7 !r+n( Str'ngth
H 'escribe yo5r brandDs identity and brand attrib5tes
H "ndicate stat5s of brand i9age
H "ndicate levels of
C5sto9er loyalty
C5sto9er satisfaction
Brand awareness
Brand recognition
Brand rep5tation

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#" O!<ECTI1ES
#": Corpor+t' O*I')tiv'
H State corporate ob?ectives
H State divisional ob?ectives
H State b5siness 5nit ob?ectives
#"# M+r@'ting O*I')tiv'
#"#": Short5t'r3 A6p)o3ing y'+rB
H Establish specific and 9eas5rable goals that e@press desired levels of sales, 9ar<et share, brand
variables, (*", etc., over a specific ti9efra9e and geographicEsales 9ar<et. -or e@a9ple1
"9prove c5sto9er loyalty =generate KL of repeat b5siness in year 4>
"ncrease brand awareness in K 9ar<et seg9ent fro9 KL to )L in year 4
E@tend reach of co995nications to ;0L of target c5sto9ers for each ca9paign
Create brand awareness for new prod5ct to be la5nched in forth A5arter
%ain at least 80 new clients in K 9ar<et seg9ent per A5arter
Sell 400 prod5cts per wee<
Achieve a high level of c5sto9er satisfaction a9ong ;6L of target c5sto9ers
"ncrease 9ar<et share in K 9ar<et seg9ent by 6L this year
(ed5ce 9ar<eting costs by 40L over ne@t 7 9onths
#"#"# Long5t'r3 A7 to ; y'+rB
H Establish specific and 9eas5rable longHter9 goals that e@press desired levels of sales, 9ar<et share,
brand variables, (*", etc., over a general ti9efra9e and geographicEsales 9ar<et. -or e@a9ple1
Beco9e the n59ber one brand in o5r 9ar<et in year 6
B5ild strong ad awareness for prod5ct K over ne@t three years
AcA5ire 20L of o5r co9petitorsI c5sto9ers by year :
(ed5ce cost per acA5isition to K by year K
/a<e o5r brand synony9o5s with K e9otionalErational ele9ents
"ncrease profit 9argin of prod5ct line A by KL by year 8
Sec5re partnership with all 9a?or distrib5tors in K 9ar<et
7" MARKETING STRATEGY
7": M+r@'t S'g3'nt+tion Str+t'gy
H "dentify how yo5 will seg9ent the 9ar<et. #he 9ain types of seg9entation strategies are as follows =yo5
9ay choose a co9bination of strategies>1
%eographic Seg9entation1 seg9enting c5sto9ers based on geographic area =city, co5ntry, M"P
code, 9etropolitan statistical areas, ti9eHCone, etc.>
Prod5ctHser Seg9entation1 seg9enting c5sto9ers based on prod5ct 5sage =a9o5nt andEor
cons59ption patterns of a prod5ct category or brand>
$ifestyle Seg9entation1 seg9enting c5sto9ers based on their lifestyle =which incl5des1 val5es,
beliefs, attit5des, perceptions, leis5re activities, preference for social events, sports interest,
9edia 5sage, political views, etc.>
H $ist the 9ain 9ar<et seg9ents
7"# T+rg'ting Str+t'gy
H "dentify the targeting strategy adopted by yo5r co9pany. #his will deter9ine which 9ar<et seg9ents
=established above in Section 8.4 /ar<eting Seg9entation Strategy> yo5 will foc5s on. #he three 9ain
targeting strategies are1
/ass /ar<eting1 go after the 9ar<et as a whole with one offer that answers co99on needs
'ifferentiated /ar<eting1 go after several 9ar<et seg9ents with offers tailored to each
#arget /ar<eting1 go after a s9all seg9ent or s5bHseg9ent with a tailored offer

7"#": T+rg't M+r@'t
H "dentify the selected target 9ar<et=s>
H Provide the profile of yo5r target 9ar<et according to the following1
'e9ographics
Age
%ender
Social stat5s
*cc5pation
(eligion
Ethnicity
"nco9e
Social class
Psychographics
$ifestyle
Attit5des and beliefs
Perceptions
Personality
Adopter category =innovators, early adopters, early 9a?ority, late 9a?ority, laggards>
Cons59ption and 5se patterns
B5ying 9otives
0hen, where and how they b5y
sage rate
+ow often they b5y
#ypes of i9portant b5ying sit5ations
0ho 9a<es the b5ying decision and who does the b5yingG
[YOUR COMPANY NAME] Marketing Plan 4:
/ar<eting and Brand di9ensions
Specific responses to 9ar<eting ca9paigns
*penness to 9ar<eting
-a9iliarity with brand
'o they select a prod5ct based on brand or prod5ct attrib5tesG
Brand loyalty
C5sto9er satisfaction
+ow they choose between co9peting brands
&at5re of yo5r relationship with c5sto9ers
-aceHtoHface, telephone, "nternet, 9ail
Closeness of the relationship
+ow often is their feedbac< reA5estedG
+ow often do yo5 co995nicate with the9G
7"7 Pro(6)t Li-' Cy)&'
H "dentify the develop9ental stage of yo5r prod5ct =i.e. the degree of acceptance yo5r prod5ct has earned
in the 9ar<et> and identify the appropriate 9essage to convey in yo5r advertising. #he three pri9ary
stages are1
Pioneering stage
o #he advertising 5sed in this stage introd5ces a new concept, changes habits and
ed5cates.
Co9petitive stage
o #he advertising 5sed in this stage establishes yo5r prod5ctIs s5periority over co9peting
prod5cts.
(etentive stage
o #he advertising 5sed in this stage si9ply reinforces or re9inds c5sto9ers of the A5alities
and acceptance yo5r prod5ct is already recogniCed for.
7"9 Pot'nti+& Str+t'gi'
7"9": Str+t'gy For36&+tion
H $ist the 9a?or 9ar<eting strategies that are available to yo5r co9pany. Provide the 5nderlining
seg9entation and targeting strategy and briefly describe the 9a?or ele9ents of the 9ar<eting 9i@ for
each strategy =prod5ct, place, pro9otion, price> =9ar<eting 9i@ ele9ents will be detailed in Section :.4
/ar<eting /i@>. /ar<eting strategies 9ay be based on the following generic b5siness strategies1
'ifferentiation Strategy
o /ar<eting strategy will involve differentiating yo5r co9pany fro9 co9petitors by
highlighting <ey variables s5ch as price, A5ality, feat5res, c5sto9er service, etc.
Cost $eadership Strategy
o /ar<eting strategy 9ay involve costHc5tting initiatives across the distrib5tionEprod5ction
process andEor 9ay involve offering a heavily disco5nted and standard prod5ct to all
9ar<et seg9ents
'ifferentiation -oc5s Strategy or &iche Strategy
o &iche 9ar<eting strategy will foc5s on a very distinct, 5s5ally s9all and overloo<ed
9ar<et seg9ent, and all 9ar<eting 9i@ ele9ents will be tailored specifically to this
seg9ent
Cost -oc5s Strategy
o /ar<eting strategy will involve offering a basic lowHcost prod5ct to a s9all 9ar<et
seg9ent
7"9"# Str+t'gy Pro 4 Con
Str+t'gy J:1 'efine strategy
Pros1
H
H
N
Cons1
H
H
N
Str+t'gy J#K 'efine strategy
Pros1
H
H
N
Cons1
H
H
N
Str+t'gy J7K 'efine strategy
Pros1
H
H
N
Cons1
H
H
N
7"; Cor' Str+t'gy
H "dentify and ?5stify the selected 9ar<eting strategy=ies> that will be e9ployed to achieve 9ar<eting goals
H E@plain how 9ar<eting strategies are li<ely to change as the prod5ctEind5stry 9at5res and in response
to co9petitor actions
H "dentify the types of 9ar<eting to be 5sed as part of core strategy
e.g.1
Aggressive tactics
'efensive 9ar<eting
/aintain steady growth
%5erilla 9ar<eting
Co9petitor i9itation
Co9petitor avoidance
#raditional 9ar<eting =print, radio, #., o5tdoors, p5blic relations>

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%rassroots 9ar<eting1 word of 9o5th, viral 9ar<eting, b5CC 9ar<eting
"nteractive 9ar<eting, digital 9ar<eting
'irect 9ar<eting, relationship 9ar<eting
rban 9ar<eting
$ifestyle 9ar<eting, e@periential 9ar<eting, events 9ar<eting
)o5thHoriented 9ar<eting
$oyalty 9ar<eting
Entire 9ar<et coverage or selected seg9ents
Prod5ct richElow in feat5res
+ighElowEeA5al A5ality prod5ct
+ighElowEeA5al price
niA5e pac<aging
E@cl5siveEwide distrib5tion
7";": Poitioning Str+t'gy
H 'escribe the co9panyIs 5niA5e selling proposition and how yo5 differentiate yo5rself fro9 yo5r
co9petitors
H Provide co9panyIs positioning strategy or positioning strategy per prod5ct or per prod5ct fa9ily. Provide
slogan or positioning state9ent for co9pany and per prod5ct. Positioning strategies can be based on the
following1
Prod5ct attrib5tes
Prod5ct benefits
/eeting a need that is not being satisfied by co9petitors
C5sto9er 5sage occasionsEpatterns
sers
'irect co9parison to co9petitor
Avoiding co9petitors
Prod5ct classes
H "ndicate whether positioning will re9ain constant across different target seg9ents, if not provide
positioning per seg9ent
7";"# !r+n(ing
H Provide branding strategies based on positioning
H 'etail the brand na9es and ele9ents
Corporate style g5ide
Co9pany and prod5ct logoEslogan
Brand identity, personality and associations
Brand na9es =trade9ar<s>
Pac<aging
9" MARKETING PROGRAMS
9": M+r@'ting MiC
H State the 9a?or ele9ents of yo5r 9ar<eting 9i@ =detailed below>. J5stify the ti9ing and seA5encing of all
ele9ents and e@plain how they interact to create synergy.
9":": Pro(6)t
H "dentity 9ain prod5ct line and s5bHprod5ct lines
H "dentify <ey prod5ct attrib5tes =e.g. feat5res, A5ality, wide or deep prod5ct assort9ent, pac<aging,
tr5stEwarranty, etc.> that will be or have been i9ple9ented in response to target 9ar<etIs needs and
according to 9ar<eting strategy
H Provide the co9panyIs approach to each attrib5te
e.g.1
Attrib5te1 feat5res
Standard prod5ct low in feat5res
Attrib5te1 deep prod5ct assort9ent
$arge selection of different prod5cts within sa9e prod5ct line
Attrib5te1 A5ality
.ery high A5ality prod5ct
Attrib5te1 tr5stEwarranty
Strong warranty and ret5rn policy
H Provide prod5ct na9e, description, f5nctionality, feat5res and benefits
H Co9pare yo5r prod5ct offering to that of yo5r 9ain co9petitors
H "dentify howEwhen new prod5cts will be introd5ced or failing ones dropped
H "dentify changes to prod5ction process
9":"# Pri)ing
H 'escribe how selling price will be deter9ined
H 'escribe pricing strategy =e.g. 9ar<etHs<i99ing pricing, 9ar<et penetration pricing, lowest price
provider, geographic pricing, b5ndling of prod5cts, etc.> and how it relates to overall 9ar<eting strategy
H Co9pare price in relation to costs
H Provide disco5nt sched5les
H Provide instances of price ad?5st9ents =e.g. international pricing, levies and reg5lations, reaction to
co9petitorsI pricing, geographical priCe Cones, etc.>
9":"7 .itri*6tion AP&+)'B
H Specify the role of distrib5tion as it applies to the 9ar<eting strategy =e.g. e@cl5sive distrib5tion,
penetrate the whole 9ar<et, selective distrib5tion>
H "dentify geographical or sales territories to be covered
H Specify the type of distrib5tion channel=s> =e.g. directEindirectEpersonal selling, n59ber and type of
inter9ediaries 2retailer, wholesaler, distrib5tors, agents3>
H Specify whether 9iddle9en are1
%athering 9ar<eting research infor9ation
Providing 9ar<eting =research> infor9ation down and 5p the s5pply chain
Pro9oting yo5r prod5ct
Adding a price 9ar<5p
&egotiating with c5sto9ers andEor other 9iddle9en
#ransporting and storing goods
[YOUR COMPANY NAME] Marketing Plan 4B
9":"9 A(v'rtiing APro3otionB
9":"9": Copy
H Provide ad the9es selected according to 9ar<eting strategy1 the appeal and 9essages to be conveyed
which s5pport 9ar<eting strategy =can be based on yo5r 5niA5e selling proposition>
H Provide ad styles1
E9otional
o #riggering e9otional responses thro5gh psychological appeals to h59or, love, hate or
fear
-act5al
o Stating facts E scientific evidence E lab test res5lts
"9aginative
o se of sy9bolis9, i9agery, art and the li<e
Co9parative
o Co9paring yo5r prod5ct directly with co9petitors
H Storyboard =if available>
H PersonEagency in charge of e@ec5tion
9":"9"# M'(i+
H E@plain choice of 9edia in co9bination with ad type
Print
(adio
#.
*5tdoors
Events
P5blic relationsEp5blicity
*nline
H E@plain how each 9edi59 will be 5sed in ter9s of ti9ing, seA5encing and synergy
H Provide desired advertising goals by 9edia in ter9s of1
(each
E@pos5re
-reA5ency
Contin5ity
Awareness
Specific response
etc.
[YOUR COMPANY NAME] Marketing Plan 4;

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H S599ariCe the infor9ation above abo5t ti9ingEseA5encing in the table below1
M'(i+
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Ad type A1
H 'escription
H Circ5lation OR n59ber of i9pressions OR n59ber of clic<s OR n59ber of installations OR air ti9e O
share of a5dience OR n59ber of events
Ad type B1
H 'escription
Ad type C1
H 'escription
Ad type '1
H 'escription
9"# Loy+&ty Progr+3
H 'escribe the type of loyalty progra9=s> offered
#he 9ain types of loyalty progra9s are1
(ewards progra91 provide rewards for repeat p5rchases in the for9 of points or gift certificates,
redee9able towards different prod5cts
Appreciation progra91 reward loyal c5sto9ers with additional prod5ctsEservices or vario5s per<s
Partnership progra91 collaborating with another co9pany to offer loyal c5sto9ers a special deal
on their prod5ct
(ebate progra91 provide a disco5nt or a free prod5ct once c5sto9ers reach a certain a9o5nt of
p5rchases
Affinity progra91 capitaliCe on c5sto9ersI interests by s5pporting a local ca5se, event or
charitable organiCation with every p5rchase they 9a<e
9"7 C6to3'r S'rvi)' 4 S6pport
H "dentify <ey ele9ents of c5sto9er service and s5pport that relate to 9ar<eting strategy
H Specify all ele9ents of c5sto9er service
C5sto9er service ho5rs
$evel and 9ethod of c5sto9er serviceEs5pport provided =telephone, website, live chat, e9ail>
Perfor9ance levels that will be 9aintained
Availability of technology servicesEapplications =e.g. percentage of web server downti9e>
(esponse ti9e to c5sto9er inA5iries
#i9e reA5ired to fi@ proble9s
9"9 M+r@'t R''+r)h
H "dentify c5sto9er infor9ation needed to s5ccessf5lly i9ple9ent 9ar<eting progra9s
H 'escribe how 9ar<et research infor9ation will be obtained, stored and 5pdated =as well as c5sto9er
privacy safeg5ards>
9"; P'ron+& S'&&ing
H "dentify ele9ents of personal selling =faceHtoHface> strategy if applicable
H "dentify salesforce needs
&59ber of salespeople reA5ired
#ype of salespeople reA5ired
#ype of sales presentation to 5se
9"= Tr6t +n( Cr'(i*i&ity
H "dentify how tr5st and credibility will be obtained
Ad copy
#esti9onials
%5arantee
Seal of approval E e@pert reco99endation
#rial offer E sa9ples E de9onstrations
9"% Tr+(' Pro3otion
H 'escribe ele9ents of trade pro9otions with distrib5tors andEor partners
;" IMPLEMENTATION PLAN
;": Pro(6)t .'ign +n( .'v'&op3'nt
;":": T')hni)+& R'M6ir'3'nt
H Provide the list of changes or additions to prod5ct incl5ding pac<aging =as reA5ired by 9ar<eting
strategy>
H Plan a sched5le for the internal steps reA5ired to i9ple9ent changes =brainstor9ing sessions, drafting
proposals, cost and feasibility analysis, selection process, consens5s a9ong decisions 9a<ers, review of
final decision, etc.>
H 'etail changes reA5ired to prod5ctionE9an5fact5ring process
H Specify reA5ire9ents needed to initiate these changes =e.g. patents>
H "ncl5de a plan for testing, incre9ental reviews and a final eval5ation of prod5ct
;":":": O6to6r)ing R'M6ir'3'nt
H 'esignate e9ployee=s> in charge of establishing provider reA5ire9ents, reA5esting proposals,
co9paring offers, selecting provider and negotiating
H Establish sched5le for shopping for providers and co9paring offers
H Establish sched5le for sending reA5est for proposals to service providers, vendors, s5ppliers or partners
and deadline for choosing provider
;":"# M+r@'ting R'M6ir'3'nt
H Provide a detailed acco5nt of who will be responsible for writing 5p new prod5ct description and
collateral 9aterial
;":"7 R'o6r)' R'M6ir'3'nt
H $ist 9ain tools, eA5ip9ent, facilities or other ele9ents reA5ired to i9ple9ent prod5ct changes
H 'esignate e9ployee=s> in charge of defining specific ite9 reA5ire9ents and 9a<ing p5rchases
;"# M+r@'ting 4 S+&'
;"#": Pri)ing R'M6ir'3'nt
H 'etail new pricing str5ct5res
Costs
0holesale price
/ar<5p
S5ggested retail price
H $ist all sales 9aterial that will have to be 5pdatedEcreated and designate tas<s to responsible e9ployees
H $ist all databases and digital records which need to be 5pdated and designate tas<s to responsible
e9ployees
;"#"# Poitioning0 !r+n(ing 4 Corpor+t' Lit'r+t6r'
H 'esignate 9ar<eting director in charge of co9panyIs positioning and brand strategies
H 'esignate creative director in charge of corporate style g5ide and creative g5idelines =for 5sing brands,
logos, slogans, co9pany fonts, color sche9e, etc.>. Co9panyHwide training sessions 95st be planned to
co995nicate the positioningEbranding strategies.

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H #he following creative briefs g5ides 95st be filled1
'ate1 2/*&#+, )EA(3
!r+n(K [NAME]
CURRENT !RAN. EGUITY
E9otional Ele9ents (ational Ele9ents
.ESIRE. !RAN. EGUITY
E9otional Ele9ents (ational Ele9ents
ALL COMMUNICATIONS
Sho5ld Sho5ld not
'ate1 2/*&#+, )EA(3
!r+n( or pro(6)tK [NAME]
KEY O!SER1ATION
2#he 9ost i9portant 9ar<et factor=s> that will shape yo5r advertising strategy3
CONSUMER INSIG/T COMMUNICATION O!<ECTI1E
2#he cons59erIs sensitive or press5re points
that ad sho5ld trigger3
2#he adIs 9ain goal3
PROMISE
20hat the brand stands for and how it is positioned in the 9indsI of cons59ers3
AU.IENCE SUPPORT
20ho is target a5dienceG +ow do cons59ers
feel abo5t the brandG3

20hat drives the brandIs pro9iseG 0hat allows
cons59ers to believe in pro9iseG3
=/ay be done per ad ca9paign or for entire 9ar<eting strategy.>
H Assign responsibilities for registering trade9ar<s
H Assign responsibilities for creating corporate doc59ents and infor9ation <its that bear the co9panyIs
logo, positioning and brand
;"#"7 A(v'rtiing
H Assign responsibilities for researching, planning, creating, reviewing, approving and testing
advertise9ents and for placing 9edia b5ys
H 'etail ele9ents that are to be done inHho5se and o5tso5rced =e.g. ad design, printing, 9ailing, etc.>
H Establish sched5le for shopping for providers and co9paring offers
H Establish sched5le for sending reA5est for proposals to service providers and deadline for choosing
provider
;"#"7": M+r@'t T't
="f yo5r co9pany has s5fficient reso5rces on hand, a 9ar<et test is the best way to assess yo5r
advertising strategy. #he ideal test 9ar<et represents the de9ographics of yo5r target 9ar<et, is
so9ewhat isolated, offers relatively ine@pensive 9eans to advertise, and does not show very strong
brand loyalty.>
H 'etail the para9eters of a 9ar<et test1
/ar<et characteristics
Scale of test =specific prod5cts vs. whole prod5ct line, =5n>restricted distrib5tion channels, =5n>li9ited
9edia 5sage, etc.>
#i9ing
H Establish 9etrics for analyCing perfor9ance of test
H Establish perfor9ance levels that 95st be 9et in order to carry on with strategy as planned

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;"#"9 Loy+&ty Progr+3
H Specify the reA5ired ele9ents of the selected loyalty progra9
H 'esignate e9ployee=s>Edepart9ent=s> in charge of defining and sec5ring ele9ents of loyalty progra9 as
identified in 9ar<eting strategy
-ree prod5ct=s> E giveaways
"9ple9entation of pointEreward syste9
%ift Certificates
Partnership develop9ent
-ind social ca5se or event to s5pport
"9ple9entation of c5sto9er salesHhistory trac<ing
AcA5ire technology
"ntegrate technology into co9pany syste9s
H Establish sched5le for shopping for providers and co9paring their offer
H Establish sched5le for researching and sending reA5est for proposals to service providers and deadline
for choosing provider
;"#"; Tr6t +n( Cr'(i*i&ity
H Assign person in charge of acA5iring and i9ple9enting 9ethod of obtaining credibility
H E@plain how tr5st and credibility will be obtained thro5gh the following =chose one or 9ore relevant
9ethod>
Ad copy
#esti9onials
%5arantee
Seal of approval E e@pert reco99endation
#rial offer E sa9ples E de9onstrations
*ther
;"#"= S+&'-or)'
H *rganiCe tea9s and divisions based on the seg9entation approach
Assign sales tea9s to geographic region
Assign sales tea9s to specific prod5ct lines
Assign sales tea9s to specific clients or to client types
Assign sales tea9s to specific f5nctions
H Specify type and n59ber of salespeople reA5ired per tea9 or territory or division
H Specify sales 9aterial reA5ired and training reA5ired by each salesperson
H 'esignate e9ployee=s> in charge of developing sales presentation
H 'esignate e9ployee=s> in charge of hiring, training, 9otivating and sched5ling
H 'esignate 9e9bers in each tea9 in charge of coordinating infor9ation a9ong divisions
;"#"% C6to3'r S'rvi)'
H Specify staff reA5ire9ents
&59ber of e9ployees
#ype of e9ployees =f5llHti9eEpartHti9e>
0or<ing ho5rs
(esponsibilities
#raining
H Specify c5sto9er service policies
H 'esignateEhire e9ployee=s> in charge of hiring, training, sched5ling
;"#"> M+r@'t R''+r)h
H Specify pri9ary 9ar<et research infor9ation that sho5ld be gathered fro9 direct so5rces1
Personal selling
C5sto9er correspondence =telephone, e9ail, fa@, 9ail>
S5rveys
Sales reports
*ther
H Specify secondary 9ar<et infor9ation that sho5ld be collected to s5pport present and f5t5re 9ar<eting
strategies
H 'esignate e9ployee=s> in charge of establishing infor9ationHgathering proced5res
H 'esignate e9ployee=s> in charge of acA5iringEintegrating infor9ation storing, retrieving and analysis
syste9s =e.g. C(/ software, intranet sol5tions, content 9anage9ent tools>
;"7 .itri*6tor
H $ist types of distrib5tors reA5ired by 9ar<eting strategy per territory
H 'esignate e9ployee=s> in charge of establishing s5pplier reA5ire9ents, reA5esting proposals,
;"7": M+r@'ting M+t'ri+&
H 'esignate e9ployee=s> in charge of planning, creating, reviewing and approving sales literat5re to be
s5pplied to distrib5tors
;"9 R'o6r)' R'M6ir'3'nt
H $ist eA5ip9ent, facilities, raw 9aterials, finished goods and office s5pplies reA5ired to s5ccessf5lly
i9ple9ent 9ar<eting plan
H 'esignate e9ployee=s> in charge of defining specific ite9 reA5ire9ents and 9a<ing p5rchases
;"; S)h'(6&ing
H Provide a table =see ne@t page> which depicts the ti9efra9e of <ey activities and who they are assigned
to
ACTI1ITY START .ATE TARGET EN.
.ATE
ASSIGNE. TO COMMENTS
PRO.UCT
.ESIGN AN.
.E1ELOPMENT
H 9ain tas< 4
H 9ain tas< 2
H 9ain tas< 8
H 9ain tas< :
N
SALES 4
MARKETING
H 9ain tas< 4
H 9ain tas< 2
H 9ain tas< 8
H 9ain tas< :
N
.ISTRI!UTORS
H 9ain tas< 4
H 9ain tas< 2
H 9ain tas< 8
H 9ain tas< :
N
RESOURCES TO
ACGUIRE
H reso5rce 4
H reso5rce 4
H reso5rce 4
H reso5rce 4
N
TA!LE ;" I3p&'3'nt+tion 2or@h''t

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=" PERFORMANCE E1ALUATION AN. MONITORING
=": Monitoring A( C+3p+ign
=":": P'r-or3+n)' M'tri)
H $ist 9etrics that will be 5sed to 9eas5re the s5ccess of ad ca9paigns. S5ccess can be 9eas5red
against1
/ar<eting ob?ectives
Specific ca9paign goals
Past res5lts
"nd5stry averages
E@a9ples of 9etrics1
Behavior based
&59ber of website visitors, length of stay, depth of navigation, n59ber of clic<s
&59ber of calls received
&59ber of co9plaints
Change in c5sto9er behaviorEb5ying patterns
etc.
Cost based
Conversion rate =proportion of c5sto9ers who perfor9 a specific action>
Cost per new client acA5isitionEcost per sale
(*"
etc.
Based on brand variables
C5sto9er satisfaction level
C5sto9ersI i9pression of brandEprod5ct =assessed thro5gh s5rveys and feedbac<>
Brand awarenessErecognition levels =assessed thro5gh s5rveys and feedbac<>
C5sto9er loyalty levels
etc.
+ybrid =co9bination of above ele9ents>
=":"# A(v'rtiing Cot
H 'eter9ine advertising costHsales ratio per prod5ct line =total advertising cost for prod5ct line divided by
sales in dollars generated by prod5ct line or sales person or territory @ 400>
H 'eter9ine prod5ct advertising costHtotal advertising cost ratio =prod5ct advertising cost divided by total
advertising cost @ 400>
H By filling #able 7 below, yo5 sho5ld be able to1
4. AnalyCe overall advertising costs in relation to sales and profits
2. Co9pare perfor9ance of each prod5ct OR territory OR 9ar<et seg9ent OR depart9ent
8. Co9pare perfor9ance of each 9edi59

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Tot+& Prod5ct A
=OR #erritory 4 OR
/ar<et K
OR 'epart9ent>
Prod
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Prod
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Prod
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Prod
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N't +&'
Advertising e@penses
Print
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Events
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;,000
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6,000
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7$0$$$
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600
2000
700
4,200
600
600
-ill in infor9ation for each prod5ct
OR territory OR 9ar<et seg9ent
OR depart9ent in order to draw
co9parisons between each
category =col59ns> and between
each advertising 9edi59.
#otal e@penses P27,;00 P7,B00
A(v'rtiing )ot + + N o-
+&'
:?N #7N
&et profit
A(v'rtiing )ot + + N o-
pro-it
P87,000
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=;N
&59ber of new clients
A(v'rtiing )ot p'r
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TA!LE =" A(v'rtiing Cot An+&yi -or [YEAR]
UniM6' A( I('nti-i'r
H "n the table above, cost per acA5isition per 9edi59 is calc5lated ass59ing that new clients were
eA5ally generated by each 9edi59. +owever, in practice the n59ber of c5sto9ers generated by each
9edi59 is not necessarily the sa9e. #o obtain a 9ore precise advertising cost per acA5isition,
i9ple9ent a syste9 for creating and trac<ing 5niA5e pro9otional codes, co5pons or web pages
c5sto9ers can access or 95st reference while 9a<ing a p5rchase. "n addition, c5sto9ers can be
as<ed which ad they saw at the point of p5rchase =or thro5gh a for9 filled at the ti9e of p5rchase>.

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="# S+&' An+&yi
="#": R'porting S)h'(6&'
H Establish the sched5le =freA5ency> for generating sales reports =to be co995nicated to 9ar<eting
9anagers>1
'ailyEwee<ly
/onthlyEA5arterly
)early
Per ca9paign
Per co9petitorsI actions =e.g., ad ca9paign, P(, new prod5ct la5nch, etc.>
etc.
="#"# S+&' !r'+@(o,n
H Establish the reA5ired sales brea<down to be 5sed in sales reports. Sales 9ay be bro<en down by1
Sales territories
Sales rep
Prod5ct, pac<aging for9at, prod5ct version, prod5ct flavor, etc.
C5sto9er type =newEold>
C5sto9er type by de9ographic, by trade, by siCe
/ethod of sale1 telephone, 9ail, web, faceHtoHface
SiCe of order
E9ployee co99ission class
etc.
="#"7 !'n)h3+r@ing
H Establish the 9ost relevant bench9ar<s against which sales 95st be co9pared
"nd5stry sales =which provides yo5r 9ar<et share>
(esearch dataEp5blications
Sales goalsEA5otas
Past sales period fig5res
-orecasts =done inHho5se or by ind5stry analysts>
="#"9 P'r-or3+n)' In('C
H "dentify perfor9ance levels or A5otas to co9pare against act5al sales per prod5ct OR territory OR
9ar<et seg9ent OR depart9ent
)o5 9ay co9pare act5al sales data to1
E@pectations based on pop5lation siCe =when there is not 95ch variation between b5ying habits of
pop5lations in different territories>
4. Brea< down territory pop5lations as a percentage of total 9ar<et pop5lation
2. /5ltiply total yearly 9ar<et sales by territory pop5lation percentage to obtain e@pected
sales for that territory
8. 'ivide act5al sales for territory by e@pected sales for territory @ 400 to obtain
perfor9ance inde@ for that territory

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e.g.1 /ar<et Q #erritory A O #erritory B O #erritory C
Pop5lation siCe Q 40,000 potential c5sto9ers
#otal act5al yearly sales Q P460,000
Pop6&+tion Pop6&+tion
p'r)'nt+g'
ECp')t'(
+&' -or
t'rritory
A)t6+&
S+&'
P'r-or3+n)'
In('C
T'rritory
A
8,000 80L P:6,000 P80,000 77
T'rritory
!
6,000 60L P76,000 P;0,000 420
T'rritory
C
2,000 20L P80,000 P80,000 400
Tot+& 40,000 400L P460,000 P460,000
A performance index of 100 mean t!at a territor" !a ac!ie#ed ale e$%al to
expected ale performance for t!at territor"& An index a'o#e 100 mean t!at it !a
%rpaed expected ale and 'elo( 100 mean it !a performed 'elo( expected
ale performance
E@pectations based on Rnor9alS sales perfor9ance. &or9al sales levels 9ay be based on1
H "nd5stry fig5res =averages, predictions and forecasts>
H *ne territoryIs sales vers5s another
e.g.1
o Act5al territory A sales divided by territory A e@pected sales @ 400
vs.
o Act5al territory B sales divided by territory B e@pected sales @ 400
H Sa9e territory last year or last period
H *ne sales representative =co9paring all reps to top perfor9er>
H &59ber of sales calls reA5ired to 9a<e a sale
Ad dollars spent per 9edi59
Ad spending per 9edi59 divided by total sales @ 400
Sales e@penses =incl5des salary and co99ission>
e.g.1
Salesperson e@penses divided by sales prod5ced by salesperson @ 400 =costH
sales ratio>
Salesperson e@penses divided by average salesperson e@penses @ 400
Salesperson e@penses divided by co9pany sales @ 400
="7 Pro-it +n( Lo St+t'3'nt
H Establish the profits per prod5ct OR per territory OR per 9ar<et seg9ent OR per depart9ent. /ay be
done on a A5arterly or yearly basis.
Pro-it +n( Lo St+t'3'nt -or :
t
G6+rt'r 'n('( [GUARTER EN. .ATE]0 [YEAR]
Tot+& Prod5ct A
=OR #erritory 4
OR /ar<et K
OR 'epart9ent>
Prod5ct B Prod5ct C Prod5ct '
&et sales
le
Cost of goods sold
e$%al
%ross 9argin
le
*perating e@penses
Advertising
Personal selling
*rder processing ! billing
0areho5sing ! distrib5tion
Ad9inistration
:$0$$$
:,B60
6,460
2,:00
700
:60
860
270
;0$$$
2,000
8,000
4,000
800
200
460
400
70$$$
4,700
4,:00
B00
4B0
420
400
70
:0$$$
760
860
800
420
B0
60
60
:0$$$
700
:00
800
400
60
60
60
#otal e@penses
e$%al
8;B0 4,760 40B0 700 660
&et profit
di#ided '" ale x 100
e$%al
::%$ :#;$ 7#$ A#;$B A:;$B
&et profit as L of sales ::"%N #;N :$"%N H H
="9 M''ting S)h'(6&'
H Establish sched5le for 9eeting to review and trac< progress of 9ar<eting activities
H Establish ti9eHbased chec<points for reassessing strategies, for considering adding new ones or for
reassessing b5dgets
="; C6to3'r Pro-i&ing
H -ind o5t as 95ch as possible abo5t c5sto9ers =b5t always infor9 the9 or as< for their per9ission when
gatheringEsharing personal infor9ation and always sec5rely store and trans9it s5ch data>
$ist the type of infor9ation to be gathered
#rac< p5rchases, sign5ps and co995nications by integrating ad trac<ing andEor /ar<eting C(/
technology thro5gho5t the sales process
"nfor9ation to store and analyCe1
'e9ographics =incl5ding a9o5nt of disposable inco9e or b5dget>
0here they are located
0here they b5y
0hat they b5y
-reA5ency of p5rchase
(esponse to ad ca9paigns
-ree trial 5sage
Co995nication e@changes
etc.
H $ist types of c5sto9er feedbac< for9s and 9ar<et research 9ethods to be 5sed
-oc5s gro5ps ! A5estionnaires
Secret shoppers
Phone s5rveys
0eb s5rveys
-eedbac< for9s at point of p5rchase
H Set 5p specific events or behaviors to flag
H Establish actions to ta<e in response to flagged eventsEbehaviors
="= S+&'-or)' Ev+&6+tion
="=": P'r-or3+n)' 1+ri+*&'
H "dentify variables of interest for eval5ating salesperson perfor9ance
&59ber of calls 9ade
&59ber of visits
&59ber of sales presentations
SiCe of clients =5se inde@es e.g. 4,000O e9ployees Q 400T 600H;;; e9ployees Q ;0T 200H:;;
e9ployees Q B0T etc.>
Average perfor9ance level of territory
Average sales of sales tea9 9e9ber
&59ber of orders prod5ced
Average order siCe, etc.
H "dentify cost factors of personal selling
Ann5al co9pensation
Co99ission
0or<ing e@penses
="="# P'r-or3+n)' R+tio
H "dentify averages and ratios of interest to 9eas5re perfor9ance of salesperson=s> =5sing the
perfor9ance variables above>. Aggregated salesforce, individ5al salesperson or prod5ct line fig5res that
can be 5sed to assess perfor9ance of sales territories, individ5al prod5cts or prod5ct lines, or
salespeople.
e.g.1
*rderHcall ratio per salesperson =n59ber of orders per salesperson n59ber of calls 9ade per
salesperson @ 400>
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="="9 Co3p'n+tion P&+n
H "dentify the 9ethod=s> to be e9ployed to co9pensate the salesforce
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%" FINANCIAL INFORMATION
%": Fin+n)i+& C+p6&'
H State e@pected sales for year 4 and for year 6
H State desired 9ar<et share and when yo5 sho5ld capt5re it
H State 9a?or ass59ptions
H $ist 9a?or 9ar<eting capital e@pendit5res
H Provide esti9ated (*" for 9ain 9ar<eting progra9s
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H State ass59ptions that allow yo5 to 9a<e sales and cost forecasts. #hey 9ay be related to the
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H Provide a bar chart of 9edia spending percentages for years 4 and 2
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H $ist 9onthly OR A5arterly OR ann5al b5dgets for each 9ain b5siness activity =5s5ally given on a
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S+&' ProI')tion 5 ; Y'+r For')+t

YEAR :
<+n F'* M+r Apr M+y <6n <6& A6g S'pt O)t Nov .') TOTAL

Category 4 nits Sold 0 0 0 0 0 0 0 0 0 0 0 0 0
Sale Price per nit P0.00 P0.00 P0.00 P0.00 P0.00 P0.00 P0.00 P0.00 P0.00 P0.00 P0.00 P0.00
Category 4 #otal P0 P0 P0 P0 P0 P0 P0 P0 P0 P0 P0 P0 P0


TOTALO$ O$ O$ O$ O$ O$ O$ O$ O$ O$ O$ O$ O$

YEAR #




YEAR 7




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YEAR 9



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>" CONTINGENCY PLANS
>": Sy3pto3 o- F+i&6r'
H Specify the sy9pto9s of fail5re to watch o5t for
H Specify the criteria that will allow yo5 to deter9ine if yo5r strategy has s5cceeded or failed
>"# A&t'rn+tiv' Str+t'gi'
H Specify alternative strategies that yo5r co9pany 9ay p5rs5e if the one adopted fails or does not yield
desired res5lts
[YOUR COMPANY NAME] Marketing Plan :0

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APPEN.ICES
H "ncl5de doc59ents which yo5 believe co5ld be of interest to the intended reader. -or e@a9ple1
Prod5ct literat5re and broch5res
/ar<et research data
S5rveys
Past advertising ca9paigns
Photographs of yo5r prod5ctsEfacilities
/edia coverage
H "ncl5de financial doc59ents if reA5ired. -or e@a9ple1
Brea<Heven analysis
Cash -low state9ent
Balance sheet
B5siness ratios =e.g. liA5idity, solvency and profitability ratios>

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E+rning !'-or' Int'r't0 T+C'0 .'pr')i+tion +n( A3ortiL+tion AE!IT.AB
.ersi lain pernyataan laba per5sahaan, di9ana 9enghit5ngnya adalah Pendapatan H Biaya =dengan tida<
9engi<5tserta<an pa?a<, biaya b5nga, depresiasi dan a9ortisasi>. Secara sederhana EB"#'A sering dihit5ng dengan
9enga9bil langs5ng ang<a laba operasi yang <e95dian dita9bah<an <e9bali depresiasi dan a9ortisasi <arena
<ed5anya b5<an transa<si <as. /enghit5ng EB"#'A dapat dilihat 5nt5< 9eng5<5r seberapa besar ar5s <as yang
9as5< <e per5sahaan. 'engan tida< 9engi<5tserta<an b5nga, pa?a<, depresiasi dan a9ortisasi, dapat dilihat ?elas
berapa banya< 5ang yang sebenarnya diperoleh perseroan.
EBITDA estimasi = laba usaha + beban depresiasi

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