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mktg_plan_template2.xls

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Start Here 5Cs

	FILL IN YOUR ANSWERS	HERE (write on top of the words "year," "product/service/brand," etc.):
		êêêêê
	Marketing Plan for Year:	Year
	for Product/Service/Brand:	Product
Customer
	Demographics (e.g., age, income, household composition, ZIP code):	Customer1
	Psychographics (e.g., attitude to product, to competition, to ads):	Customer2
	Buying behavior (e.g., frequency, only on sale, etc.):	Customer3
	Current levels / measures of customer satisfaction:	Customer4
	Describe our loyalty program, efforts at CRM; if not, leave blank:	Customer5
	Why don’t non-buyers buy?	Customer6
	When our buyers buy, what channel do they prefer?	Customer7
	When our buyers buy, do they seem to be price sensitive?	Customer8
	What changes have we seen over buyers, expect any in future?	Customer9
Company
	What are we good at? Known for? Do a SWOT!	Company1
	What do we want to become? Future strategy.	Company2
Context
	If the economy is a factor, note how here (e.g., stable? growing? what’s the consumer mood?), if not, leave blank:	Context1
	If politics are a factor, note how here (e.g., supplier country unrest?), if not, leave blank:	Context2
	If legal is a factor, note how here (e.g., any consumer laws looming?), if not, leave blank:	Context3
	If technology is a threat or opportunity, describe here. If not, leave blank:	Context4
	If there are any societal concerns that may affect us, list them here (e.g., demographic shifts, attitude shifts?, etc.). If not, leave blank:	Context5
Collaborators
	If relations with supply chain providers need modification, state here. If not, leave blank:	Collaborators1
	If distribution channel relations need modification, state that here. If not, leave blank:	Collaborators2
Competitors
	Who are our major competitors (define this broadly)?	Competitors1
	What are our competitors’ strengths?	Competitors2

Next STP

	FILL IN YOUR ANSWERS	HERE:
Segmentation:		êêêêêêê
	Base segments on data; gather marketing research to conduct cluster analyses; describe marketplace in terms of demographics, psychographics, buyer behaviors: First, identify describe current customers:	Segment1
	Next, describe non-users:	Segment2
	Finally, describe ideal customers:	Segment3

Targeting:
	Estimate size and profitability (lifetime customer value) of segments:	Target1
	Characterize fit with corporate and marketing strategy of each segment:	Target2
	Using financial and strategic info jointly, rank desirability of segments:	Target3

Positioning:
	Strategically choose high-quality/high-price or basic-product/low-price position:	Position1
	Show how strategic position compares to competitors’ positions:	Position2
	Sketch distribution (wide or exclusive) and promotion plans (mass, light):	Position3

Last 4Ps

	FILL IN YOUR ANSWERS	HERE:
Product:		êêêê
	Choose high-end quality or basic-quality level:	Product1
	Use conjoint on target segments to determine primary attributes/features:	Product2
	What are our brand associations, and what do want to trade in/out:	Product3
	Where are we in the product life cycle; is it time to jumpstart:	Product4

Price:
	Given strategic positioning, shall we price high (skim) or low (penetrate); if price low, conduct internal audit to assure exceed break-even, if price high, conduct marketing research to assess: First, customers' price sensitivities:	Price1
	Shall we consider occasional price discounts:	Price2
	How might we benefit from pricing differentially to our segments:	Price3

Place/Distribution:
	Design distribution system to be extensive or selective:	Place1
	Integrate with promotions as push or pull:	Place2
	Any conflicts needed to be resolve? Communication, contract, profit-share:	Place3

Promotion:
	What are our marketing communications (advertising) goals?	Promo1
	How to measure the effectiveness of the ads, whether goals were achieved:	Promo2
	How to apportion advertising budget across media for true IMC:	Promo3

Final Result

Marketing Plan for	Year
for	Product
Executive Summary:

This marketing plan begins with a situation analysis—a description of our current state of affairs and possible changes to that status quo. We present strategic choices in selections of customer segments to pursue, and the market position that we seek to achieve to best serve them.

Situation Analysis:

Customers:
These are our current customers:	Customer1	Customer2	Customer4	Customer5
This is what they buy:	Customer3	Customer7	Customer8
Here are possible customer issues to consider:	Customer9	Customer6

Company:
Currently, we are:	Company1
This marketing plan is to facilitate our achieving the goal of becoming:	Company2

Context:
Economic factors of concern for us:	Context1
Political factors include:	Context2
Legal issues looming:	Context3
Technological "threats"/"opportunities" include:	Context4
Larger societal concerns that may affect us include:	Context5

Collaborators:
Modifications we seek in our supply chain partners:	Collaborators1
Modifications we seek in our distribution channel partner network:	Collaborators2

Competitors:
Certain competitors may be a threat, specifically:	Competitors1
given their strengths:	Competitors2

Strategic Development:

Segmentation:
Based on our marketing research, customer segments may be described as follows.
We currently serve:	Segment1
We are considering moving toward (or also) serving	Segment3
For now, we are not interested in serving	Segment2

Targeting:
To serve a customer base of sufficient size and profitability, we should pursue:	Target1
We believe that a focus on this customer base fits with our strategic corporate goals:	Target2
We considered other segments, and their relative attractiveness is as follows:	Target3

Positioning:
Overall, we will seek a strategically market position of:	Position1
This market space should compare favorably to our competitors’ positions:	Position2
The marketing mix variables are described shortly. As an overview:	Position3

Market Positioning, Strategies and Tactics:

Product:
Our product is at this phase in the product life cycle:	Product4
The quality of our product should be considered by customers to be:	Product1
Our customers primarily seek these benefits:	Product2
and when they think of our brand, they think of these associations:	Product3

Price:
Given our strategic positioning, here are our pricing considerations.
Our customer price sensitivities seem to be:	Price1
Our suggestions on occasional price discounts are these:	Price2
We recommend segmentation pricing as follows:	Price3

Place/Distribution:
Our ideal distribution system would be:	Place1
We will use promotions to spur trade partners and consumer involvement per:	Place2
We will address potential partner conflicts via:	Place3

Promotion:
Our marketing communications (advertising) goals are:	Promo1
We will measure the effectiveness of our promotions by:	Promo2
We will apportion our advertising budget across media as per this IMC plan:	Promo3

In sum, this marketing plan offers a strategic vision to attain long-term customer satisfaction and loyalty, and our firm’s profitability.

Now, "consolidate" columns B-E, then cut and paste all of the above and massage it to look a little better!