1. Prepared by Dr. Anita Khatke
Marketing Planning
Prepared by Dr. Anita Khatke

2. A marketing plan outlines the specific actions you intend to carry out to interest potential customers and clients in your product and/or service.
Marketing planning is a logical sequence and a series of activities leading to the setting of marketing objectives and the formulation of plans for achieving them. It is a management process.

3. Marketing plan should be SMART
S ---"Specific
M--- Measurable,
A--- Achievable
R-Realistic

4. Formulating the marketing strategy
Analyzing the marketing environment and spotting the opportunities and threats(SWOT)
Setting the marketing objectives
Formulating the marketing strategy
developing detailed marketing plan`
Formulating the marketing budget

5. Analyzing the marketing environment and spotting the opportunities and threats(SWOT)

6. example, here is a SWOT analysis for a fictional electric car manufacturer
Strengths
Our electric motors are cheap to produce and maintenance free
Charge time is class leading
Production capacity can be increased
R&D department is class leading
Weaknesses
Batteries are heavy, slow to charge and provide limited mileage
Dealer network is small
Customer trust in the segment is low
Market is highly competitive
Opportunities
Government grants are available
Road tax breaks for electric cars
Market is growing rapidly
Battery technology is evolving
Threats
Tesla has secured a large government grant
The big players are investing heavily
Hybrid and diesel technology is evolving fast

7. Development of mission statement Statement of objectives
stage 2: marketing Objectives
Development of mission statement
Statement of objectives
Strategy and tactics to accomplish the objectives
What do you want to achieve by the end of this year?
Where do you want to be in one, five, ten years?
For example, 'sell 600 units in the next year' or 'increase customer retention by 20%'.

8. selecting a suitable strategy
stage – 3 Selecting a strategy for growth – .
Existing products
New products
Existing markets
Market penetration
Product development
New markets
Market development
Diversification
Set all the strategies with place .product , price, promotions which will achieve your objective

9. stage-4 Developing an action plan
An action plan is core to the marketing process – a constantly evolving document which is cascaded to t
he relevant people and monitored regularly. Most action plans are relatively short term documents which focus
on the coming year, but longer term implications should also be considered.
Action planning is a stages approach:
Clarify goals, and ensure they are SMART
Link back to your objectives and tactics
Set criteria for success
Prioritize
Set timings
Determine who will complete each action point
Monitor the progress of the plan and review regularly

10. Component / contents of the Marketing plan

11. Component of the plan
Description
Mission statement
Executive Summary and Table of Contents
A meaningful statement of the purpose and direction of the business
Current Marketing Situation, Opportunity & Issue Analysis, Marketing Objectives, Marketing Strategies, Action Programs, Financial Projections or Projected .it permit senior to grasp the plan’s major thrust
Corporate objectives
The overall business objectives that shape the marketing plan
Marketing audit
The way the information for marketing planning is organised. Assesses the situation of marketing in the business – the products, resources, distribution methods, market shares, competitors etc

12. Market analysis
The markets the business is in (and targeting) – size , structure, growth etc
SWOT analysis
An assessment of the firm’s current position, showing the strengths & weaknesses (internal factors) and opportunities and threats (external factors)
Marketing objectives and strategies
What the marketing function wants to achieve (consistent with corporate objectives) and how it intends to do it.Mainly 4p’s and STP strategies
Marketing budget
Usually a detailed budget for the next year and an outline budget for the next 2-3 years, break even analysis ,profit analysis other financial aspects.
Action plan ,and implementation and control
The detailed implementation plan. At last outlines controlling and adjusting implementation plan