1. How to write a Marketing Plan
Title page- (Name of the Company, Name of the Brand, Group, Date)
Details of the Authors- Names –Address- Signature
Dedication
Executive Summary
Summary of Situation Analysis ( maximum of one A4 page)
Summary of Marketing Strategy ( maximum of one A4 page)
Summary of Budgets and Profitability ( maximum of one A4 page)

2. Situation Analysis 5.1 Introduction 5.2 The Industry
History of the Industry
Evolution and trends
Growth Patterns
Potential

3. 5.3 The Company . The Name of the Company b. Capital and resources
c. Management Structure
c. Vision, Mission and Objectives
d. SWOT

4. 5.4 The Market a. Competitors
( size, geographical distribution, products, price, promotions, unique qualities, market share etc.)
b. Strengths and Weaknesses of competitors
c. Buyer Behavior
d. What appeals to customers
e. PESTEEL factors
f. Potential marketing problems
Potential opportunities

5. Marketing Objectives Marketing Strategy
What need of the market that the company is going to serve
Sales targets- Sales volume, units, share of the market to catch etc.
Marketing Strategy
Segmenting
Targeting
Positioning

6. Marketing Mix Strategies
Product – Product Strategy, Brand name, Description, Packaging)
Price- Pricing strategy, Cost and Prices of different products, prices for distributors, final price for consumers, discounts etc

7. Distribution- Distribution strategy, Distribution methods, Distribution Channels, Channel motivators, return policy, Channel support etc.
Promotion- Promotion Strategy, Promotion methods, Media Channel selection, Media Plan, Media Schedules, Publicity Programs, Public relations, press conference, Press articles,
Sales Promotions, Cost analysis,

8. A Teaser Campaign has to be made- this could be done by radio, TV, Press or Posters. This has to be presented separately in the session.
A radio advertising has to be recorded and presented
Television advertising program should be presented on a storyboard if you cannot produce a television add without much expenditure.
Any other promotional material that you intend using should be presented in sample form or concept form.

9. e. Physical evidence- Buildings, Interior décor, visiting cards, letter heads, music, technology in office and factory
f. Process- order placing, order taking,, quality controls, packing process, storing of materials and finished products distribution etc.
g. People- Dress, Courtesy, Personal Selling, Physical appearance, Compliant handling,

10. Key performance Indicators
Market share
Revenue
Profits
Volume of sales
Labour turnover
Number of distributors
Number of defects
Number of inquiries

11. Marketing Controls
Quality of service, Collection of money, buying of materials, advertising controls and monitoring, supervision, emergency measures etc.

12. Financial Budgets Income From main products
Other income if any from sundry items
Total Direct Cost of production and per unit cost
Total Distribution Cost and per unit cost
Total Promotional Cost and per unit cost
Total Administration/Overheads and unit overhead cost
Total financial Cost and unit cost
Any other cost and unit cost
Net profit
Return on investment
Pay back period.

13. Appendixes Research Findings
Sources and reference of books, newspapers, magazines, persons where information is taken.
Price Lists of raw material prices, estimates, quotations
Media rate cards
Any other supporting documents to prove your estimates and claims.