market plan

Marketing Plan Goals, Objectives, and Strategy Worksheet

III. Marketing Goals and Objectives

A. Marketing Goal A: __________________________________________________

(should be broad, motivational, and somewhat vague)

Objective A1: ______________________________________________________

(must contain a specific and measurable outcome, and a time frame for completion)

Objective A2: ______________________________________________________

(must contain a specific and measurable outcome, and a time frame for completion)

B. Marketing Goal B: __________________________________________________

(should be broad, motivational, and somewhat vague)

Objective B1: ______________________________________________________

(must contain a specific and measurable outcome, and a time frame for completion)

Objective B2: ______________________________________________________

(must contain a specific and measurable outcome, and a time frame for completion)

(Can be repeated as needed to develop a complete list of goals and objectives. However, having one goal and two or three objectives is advisable to greatly reduce the complexity of the marketing strategy.)

IV. Marketing Strategy

A. Primary (and Secondary) Target Market

Primary target market

Identifying characteristics (demographics, geography, values, psychographics):

Basic needs, wants, preferences, or requirements:

Buying habits and preferences:

Consumption/disposition characteristics:

Secondary target market (optional)

Identifying characteristics (demographics, geography, values, psychographics):

Basic needs, wants, preferences, or requirements:

Buying habits and preferences:

Consumption/disposition characteristics:

B. Product Strategy

Brand name, packaging, and logo design:

Major features and benefits:

Differentiation/positioning strategy:

Supplemental products (including customer service strategy):

Connection to value (core, supplemental, experiential/symbolic attributes):

C. Pricing Strategy

Overall pricing strategy and pricing objectives:

Price comparison to competition:

Connection to differentiation/positioning strategy:

Connection to value (monetary costs):

Profit margin and breakeven:

Specific pricing tactics (discounts, incentives, financing, etc.):

D. Distribution/Supply Chain Strategy

Overall supply chain strategy (including distribution intensity):

Channels and intermediaries to be used:

Connection to differentiation/positioning strategy:

Connection to value (nonmonetary costs):

Strategies to ensure channel support (slotting fees, guarantees, etc.):

Tactics designed to increase time, place, and possession utility:

E. Integrated Marketing Communication (Promotion) Strategy

Overall IMC strategy, IMC objectives, and budget:

Consumer promotion elements

Advertising strategy:

Public relations/publicity strategy:

Personal selling strategy:

Consumer sales promotion (pull) strategy:

Trade (channel) promotion elements

Advertising strategy:

Public relations/publicity strategy:

Personal selling strategy:

Trade sales promotion (push) strategy:

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