1. Chinmay Das, ABIT,Cuttack Marketing Plan

2. Chinmay Das, ABIT,Cuttack Marketing plans are vital to marketing success. They help to focus the mind of companies and marketing teams on the process of marketing i.e. what is going to be achieved and how we intend to do it.

3. Chinmay Das, ABIT,Cuttack It is the managerial process that helps to develop a strategic and viable fit between the firm’s objectives, skills, resources with the market opportunities available. It helps the firm deliver its targeted profits and growth through its businesses and products.

4. Chinmay Das, ABIT,Cuttack AOSTC ANALYSIS OBJECTIVES STRATEGIES TACTICS CONTROLS

5. Chinmay Das, ABIT,Cuttack Situation Analysis Marketing environment. Laws and regulations. Politics. The current state of technology. Economic conditions. Socio-cultural aspects. Demand trends. Media availability. Stakeholder interests. Marketing plans and campaigns of competitors. Internal factors such as your own experience and resource availability.

6. Chinmay Das, ABIT,Cuttack 5 questions that the firm must ask itself What is our business? Who is our customer? What does our customer need? What will our business be? What should our business be?

7. Chinmay Das, ABIT,Cuttack Set marketing objectives SMART objectives Specific - Be precise about what you are going to achieve. Measurable - Quantify you objectives. Achievable - Are you attempting too much? Realistic - Do you have the resource to make the objective happen (men, money, machines, materials, minutes, methods)? Timed - State when you will achieve the objective (within a month? By March 2012?).

8. Chinmay Das, ABIT,Cuttack If you don't make your objective SMART, it will be too vague and will not be realized. Remember that the rest of the plan hinges on the objective. If it is not correct, the plan may fail

9. Chinmay Das, ABIT,Cuttack Target Market Which segment? How will we target the segment? How should we position within the segment? Why this segment and not a different one? (This will focus the mind). Define the segment in terms of demographics and lifestyle. Show how you intend to 'position' your product or service within that segment. Use other tools to assist in strategic marketing decisions such as Boston Matrix, Ansoff's Matrix, Bowmans Strategy Clock, Porter's Competitive Strategies, etc.

10. Chinmay Das, ABIT,Cuttack Marketing Tactics Convert the strategy into the marketing mix (also known as the 4Ps) Price Will you cost plus, skim, match the competition or penetrate the market? Price Place Will you market direct, use agents or distributors, etc? Place Product Sold individually, as part of a bundle, in bulk, etc? Product Promotion Which media will you use? e.g sponsorship, radio advertising, sales force, point-of-sale, etc? Think of the mix elements as the ingredients of a 'cake mix'. You have eggs, milk, butter, and flour. However, if you alter the amount of each ingredient, you will influence the type of cake that you finish with. Promotion

11. Chinmay Das, ABIT,Cuttack Marketing Controls Remember that there is no planning without control. Control is vital. Start-up costs. Monthly budgets. Sales figure. Market share data. Consider the cycle of control.

12. Chinmay Das, ABIT,Cuttack Contents of the Marketing Plan Executive Summary and Table of Contents Environmental Analysis (also known as Situation Analysis) SWOT Analysis Marketing Objectives Marketing Strategies Marketing Implementation/Action Program Financial Projections/Evaluation and Control

13. Chinmay Das, ABIT,Cuttack Ansoff’s Product-Market Grid Current productsNew products Current Mkts New Mkts Mkt penetration strategy Mkt development strategy Product development strategy Diversification strategy

14. Chinmay Das, ABIT,Cuttack The BCG Matrix ??? Stars Dogs Cash Cows Mkt Share Mkt growth

15. Chinmay Das, ABIT,Cuttack

16. The GE Model Business Strength Mkt Attractiveness Strong Medium Weak StrongMediumWeak