1. Copyright © 2009 Nelson Education Ltd. All rights reserved.1 Marketing Plan Example Chapter 18

2. Copyright © 2009 Nelson Education Ltd. All rights reserved.2 MARKETING PLAN EXAMPLE 1.Executive Summary 2.Market Research 3.Situational Analysis 4.Competition Analysis 5.Marketing Strategy 6.Marketing Strategy and 4 P’s 7.Financials 8.Implementation and Control 9.Contingency Plan

3. Copyright © 2009 Nelson Education Ltd. All rights reserved.3 MARKETING PLAN EXAMPLE Executive Summary: A brief over-view of what the marketing plan intends to prove.

4. Copyright © 2009 Nelson Education Ltd. All rights reserved.4 MARKET RESEARCH Secondary Data Acquisition 1.Objectives 2.Sources 3.Discussion of the Data 4.Limitations Primary Data Acquisition: 1.Background 2.Objectives

5. Copyright © 2009 Nelson Education Ltd. All rights reserved.5 MARKET RESEARCH Methodology: QuestionnairesQuestionnaires Conclusions of QuestionnairesConclusions of Questionnaires Conclusions of Retail Store InterviewsConclusions of Retail Store Interviews

6. Copyright © 2009 Nelson Education Ltd. All rights reserved.6 SITUATIONAL ANALYSIS Consumer AnalysisConsumer Analysis Consumer Market AnalysisConsumer Market Analysis SWOT Analysis/ Key Success FactorsSWOT Analysis/ Key Success Factors

7. Copyright © 2009 Nelson Education Ltd. All rights reserved.7 COMPETITION ANALYSIS 1.Direct Competition 2.Substitutes 3.Future Competition 4.Product Offering 5.Innovation

8. Copyright © 2009 Nelson Education Ltd. All rights reserved.8 MARKETING STRATEGY MissionMissionSTP: SegmentationSegmentation TargetingTargeting PositioningPositioning

9. Copyright © 2009 Nelson Education Ltd. All rights reserved.9 MARKETING STRATEGY Product Strategy Price Strategy Promotion Strategy Print MaterialPrint Material PublicityPublicity Sponsorship in-kindSponsorship in-kind Promotional MaterialPromotional Material Place Strategy

10. Copyright © 2009 Nelson Education Ltd. All rights reserved.10 FINANCIALS Break-even AnalysisBreak-even Analysis Sales ForecastsSales Forecasts ExpensesExpenses

11. Copyright © 2009 Nelson Education Ltd. All rights reserved.11 IMPLEMENTATION AND CONTROL Distribution channels: Direct ChannelsDirect Channels Indirect ChannelsIndirect Channels

12. Copyright © 2009 Nelson Education Ltd. All rights reserved.12 CONTINGENCY PLAN Marketing plan changes: altering target marketaltering target market switch to different distributorswitch to different distributor

13. Copyright © 2009 Nelson Education Ltd. All rights reserved. Questions?