Group project on Stressed out mamas

Marketing Plan Outline

1. Organizational overview

a. Name of organization

b. Mission statement, organization’s basic values and philosophy

c. Geographic location

d. Product mix

· Single product

· Product line(s)

2. New product description

3. SWOTT analysis

a. Strengths (internal)

b. Weaknesses (internal)

c. Opportunities (external)

d. Threats (external)

e. Trends (external)

4. Marketing research

a. Consumer analysis

- Demographics

- Psychographics

- Behaviours (eg: purchase behaviours)

- Geographical considerations

b. Industrial analysis, if applicable

- Competitor analysis

5. Segmentation

a. Criteria

b. Target market(s)

6. Differentiation and positioning

7. Stage of the product life cycle

8. Marketing mix

a. Product/service

- Type – good, service, idea etc

- Features – how will it be different from the competitors?

- Identification – brand name, label and packaging

- Production method/delivery of service

b. Price

- Pricing strategy

- Profit-oriented

- Sales-oriented

- Status quo

c. Place

- Channels of distribution – manufacturer, wholesaler, retailer

- Product location availability

- Physical distribution/location of facilities/modes of transportation

- Cost

- Production

- Distribution

- Overhead

- Sales

- Marketing

- Markup

- Suggested selling price

- Profit margin

- Price and quality relationship – perceived value

d. Promotion

- Personal selling

- Advertising

- Direct mail

- Internet – website, social media, email etc

- Telemarketing

- Television

- Radio

- Integrated media

- Others

- Sales promotions – sales prices, discounts, coupons, contests, sweepstakes, tradeshows etc

- Public relations

- Website

9. Budget

10. Control/monitor

- Feedback mechanism to monitor progress

- Evaluation process

- Performance objectives (quantifiable elements)

- Profit margin

- Market share

- Promotional effectiveness

- Market penetration