Strategic Marketing
jenny2000000
dcfpinsruction.pptName of Product or Service
2023 Marketing Plan Recommendation
Team Name and Team Members
MASY-1 GC 1230– Strategic Marketing
Fall 2021
Product/Service 2023 Marketing Plan Recommendation
Executive Summary
Do this LAST
“Elevator pitch”: points you need to make to get a busy executive interested enough in your recommendation to read it
1 page! Concise and to the point!!
Table of Contents
Product/Service 2023 Marketing Plan Recommendation
- Content
- Page number(s)
Situation Analysis
Product/Service 2023 Marketing Plan Recommendation
Background
- Key company facts
- Market trends
- Sales & share trends
- Other relevant secondary research
Product/Service 2023 Marketing Plan Recommendation
Competition
- Leading competitors in current geography: profile of products, sales and market share
- 4 Ps review
- New product activity, or product line challenges
Segmentation & Target Audience
Product/Service 2023 Marketing Plan Recommendation
Market Segmentation
How is the market for your category segmented?
Target Audience
- The current primary for your brand, and secondary if applicable
- The target audience that you have selected for this plan, and why you selected this audience (top 2-3 reasons why)
- Describe each succinctly, but so that the reader can visualize these consumers clearly
Brand Mission & Positioning
Product/Service 2023 Marketing Plan Recommendation
Brand Mission and Positioning
- Current brand mission statement
- Usually from the company’s annual report
- Brand positioning: either the statement, or what can be surmised
- Often found at the end of company press releases
Environmental Scan
Product/Service 2023 Marketing Plan Recommendation
Environmental Scan
Economic
Social
Competitive (if feeling ambitious, include a perceptual map)
Regulatory
Technological
Give each force its own page; use bullet points
SWOT Analysis
Product/Service 2023 Marketing Plan Recommendation
SWOT Analysis: Present in a quadrant
Strengths and Weaknesses (internal), top 3 for each
Opportunities and Threats (external), top 3 for each
Synopsis of strategies (top 3) that could create competitive advantage
Include Points of Difference and Points of Parity
2023 Plan Recommendation
Product/Service 2023 Marketing Plan Recommendation
- Objectives
- 2 objectives maximum
- What’s the broad objectives that you’re trying to accomplish?
- Success is often measured by sales, share growth, or increased brand awareness.
Product/Service 2023 Marketing Plan Recommendation
- Strategies
- 1- 2 strategies per objective
- What are the 1-2 directions that you’ll take to make the objectives happen?
- For instance, if your objective is sales, then strategies can be to build distribution in the channels that your target consumer frequents most often, and to field promotions that encourage consumer purchases
- Please keep in mind that tactics are the specific actions that you’ll take, like sampling and events. These show up on your 4Ps pages
Product/Service 2023 Marketing Plan Recommendation
Tactics (4Ps)
Product
Price
Promotion
Place
Give each its own page, with strategy and tactics. Bullet point your recommendations
Risks & Opportunities
Product/Service 2023 Marketing Plan Recommendation
Risks and Opportunities
Discuss the top 2-3 risks and opportunities inherent with your recommendations, and your recommendations for addressing them
Appendix
Product/Service 2023 Marketing Plan Recommendation
Appendix
All those lovely charts, graphs and graphics that really make your plan come alive but really can’t fit in the core Marketing Plan Recommendation
Product/Service 2023 Marketing Plan Recommendation
Plan Deliverable Due Dates
Optional Draft review of Plan upfront sections: Situation Analysis, Segmentation/Target Audience, Brand Mission and Positioning, Environmental Scan and SWOT sections: November 17
Final project presentation: December 8
