Other Marketing Resources

Marketing Plan Template

1.0 External Analysis

  • Market analysis (i.e., size, growth prospects/market life cycle, market profitability, bargaining power of suppliers and buyers, and the threat of new entrants or substitute products, distribution channels, trends, market segmentation)
  • Customer analysis
    • Define customer segments (i.e., geographic, lifestyle, sex, age, gender, occupation, type and size of organization)
    • Product related characteristics (i.e., user type, usage, benefits sought, price sensitivity, brand loyalty)
    • Customer motivations/decision variables (i.e., why someone purchases)
    • Purchase process
  • Competitor analysis (i.e., sales performance, perceived image and personality, organizational culture, cost structure, strengths and weaknesses)

2.0 Environmental Analysis

  • Identify any technological, political/regulatory, economic, cultural and demographics changes/shifts that might affect the market as a whole.

3.0 Internal Analysis

  • Company description
    • Performance analysis (customer satisfaction/loyalty, product/service quality, brand associations, cost, new product activity, manager/employee capability and performance)
  • Company vision and goals
  • SWOT – strengths, weaknesses, opportunities and threats

4.0 Marketing Strategy

  • Marketing objectives (i.e. Identify which markets to compete in, gain market share, profitability, increase customer base, etc.)
  • Market position (i.e. Define what portion of the market your organization fills, BCG Growth-Share Matrix – market growth rate vs. competitive position – star, problem child, cash cow, dog)
  • Define target markets (i.e. Certain elements will tend to make a segment attractive – size, growth, profitability, fit with company strengths, relative weakness of competition, etc.)
  • Strategic focus (could include one or more of the following strategies)
    • Marketing mix (i.e., product/service, price, placement/distribution, promotion)
    • Product-market growth strategies
    • Market penetration (i.e., present market, present products – increase market share or product usage)
    • Market expansion (i.e., new markets, present products – expand geographically or target new customer segments)
    • Product expansion (i.e., present markets, new products – add product features, develop a new-generation product, develop new products for the same market)
    • Diversification (i.e., new markets, new products)
    • Vertical integration (i.e., forward – move downstream with respect to product flow; or backwards – move upstream by investing in raw materials source)
    • Differentiation strategy (i.e. product offering is differentiated from the competition by providing value to the customer – enhanced performance, breadth of product line, quality, prestige, features, service backup, reliability or convenience) vs. Low cost strategy (based on achieving a sustainable cost advantage via product design, scale economies, experience curve, production operations, no-frills product/service)
      • Price is less critical with successful differentiation strategy, often leading to a premium
    • Sustainable competitive advantage – substantial, sustainable, leveraged
    • Branding/brand equity (brand awareness, perceived quality, brand loyalty and brand associations)
  • Positioning
  • You do not merely want to be considered just the best of the best. You want to be considered as the only ones who do what you do. – Jerry Garcia, The Grateful Dead
  • There are a host of dimensions on which to base a strategic position – product category, product attributes and functional benefits, breadth of product line, organizational intangibles (i.e., being global, innovative, quality driven, customer driven, etc.), emotional self-expressive benefits (i.e., they make customers feel something - safe, exhilarated, energized, important, healthy, strong, etc.), experience, being contemporary/relevant, brand personality, competitor position
    • **A positioning strategy usually involves multiple dimensions.
    • Your position needs to resonate with your customers.

5.0 Marketing Tactics

  • Visual identity (company/product logo and visual graphics, colour palette, typography, packaging, photography, etc.)
  • Website presence (both the visual and functional components) and analytics
  • Social media presence (i.e,. Facebook, Twitter, Instagram, Pinterest, YouTube, Blogs, Flickr, LinkedIn, etc.)
  • Advertising and promotion
    • Consider audience, reach, frequency, cost, etc.
    • Online (Google Adwords, banner ads, etc), print, radio, television, billboards/captive audience signage, e-communications (i.e., MailChimp) direct mail, promotional materials, etc.
  • Guerrilla marketing
  • Loyalty programs (i.e., customer referrals, contests, etc.)

6.0 Sales

7.0 Budget

8.0 Evaluation/Metrics

  • Return on investment (sales-cost/cost)
  • Gain in market share (greater percentage of the total market)
    • Increase in customer sales and/or customer acquisitions
  • Website traffic (measure through google analytics)
  • General awareness of products/services (number of inquiries)
  • Increased engagement with existing customers (i.e., referrals, etc.)