BrandMatters

A Basic Marketing Plan

Here is a basic Marketing plan geared towards a Business Division or Business Unit. This assumes that the plan is created for marketing the division or business unit as a whole, although tactics for individual products or services may form part of the plan.

The Marketing Plan template may be adapted for one product or for a number of products. If a multi-product plan is required, it is suggested each section should reflect individual analysis of each product eg a product SWOT, value proposition, strategy, tactics etc.

Executive Summary

The Executive Summary is an overview of the entire plan, normally completed after the remainder of the plan has been written. Is it a concise summary of where the business in heading. It is used to highlight the more important aspects of the plan to those who may not read all the detail contained in the various sections.

Overall Assumptions

This should contain any assumptions you have made in compiling the plan. It highlights the fact that if a key assumption is incorrect, it may affect the effectiveness of the strategies, tactics etc. It may also mean the plan has to be reviewed if assumptions are proven to be incorrect.

Background

• Business Overview (what does the business do, what products or services does it offer, revenue, any relevant background information)
• Business Vision & Mission (what is the Business Division/Unit Vision and Mission)
• Business Objectives\Goals (what are the Business Division/Units’ objectives and goals)
• Business Strategies (what are the key business strategies the business will follow)
• Previous Marketing History
• Other Information

This information should be extracted from the Business Plan. It should be a summarised version of the information contained in that document and provides background information as to why decisions regarding marketing were made. The marketing plan and the strategies outlined should reflect and support the business plan.

Situation\Environmental Analysis

• External (industry, economic, political, competitive etc)
• Internal (products, processes, price, distribution)
• Business SWOT

This should be a broad outline of all known information regarding internal and external factors. A SWOT can be used to summarise the key strengths, weaknesses, threats and opportunities of the business (not of the marketing strategies and tactics).

The section should cover how large the market is, it’s current status (strong, weak, saturated, growing, declining, trends.

Key Dependencies\Interdependencies\Issues

Briefly outline any key dependencies or interdependencies that may affect the business or marketing activities. These will also provide parameters for planning activities

Marketing Objectives

The objectives list your goals over the next period. They should be precise and preferably measurable. For example (1) To achieve 10% market share in overall revenue in 2003 (2) To increase revenue and net profit by 15% in 2003. (3) To achieve brand recognition of 25% unaided recall by end 2003.

If it is inappropriate or not feasible to develop specific and measurable objectives, then general objectives may be noted.

Value Proposition

Why will people buy your products? Are you offering something different or the same as competitors? What differentiates you from others with the same or very similar products or services? This needs to be brief and to the point – it is sometimes referred to as the “elevator pitch” (the one minute description that would entice someone to buy your offering).

Target Markets

Based on the market trends, profiles of your business and competitors, who is your customer? What market represents the best chance for success? Where are the opportunities?

Marketing Strategy\ies

What are the marketing strategies to support the business objectives and strategies and achieve the marketing objectives? For example, (1) focus on key channel members (2) enable partners (3) brand awareness to all target markets/one target market.

Marketing Tactics

What are the marketing tactics assigned to support each marketing strategy and achieve the marketing objectives?

• Newsletters
• Direct Mails
• Events
• Web Site
• Emails
• Sales Tools

Marketing & Communications Strategy Matrix

Create a matrix which notes each strategy, identifies individual objectives for that strategy and lists tactics to support the tactics.

Strategy	Objective	Tactics
Awareness	To increase awareness of products and services	monthly newsletter web site PR roadshow
	To achieve a reputation for exceptional customer service	monthly newsletter web site PR
	To be recognised for best practice – internally and externally	monthly newsletter web site PR

Schedule of Tactics, Roles and Responsibilities

Create a table of tactics, roles and responsibilities (estimate budget if possible)

Tactic	Jan	Feb	Mar	Owner	Budget
Newsletter	X	X	X	AA	$ 2,000
Roadshow		X			$7,000
PR (articles)	X		X		$1,000
				Total	$ 10,000

Measurement of Outcomes

All strategies, if not all tactics, should identify a success measurement that is agreed by key relevant parties. If cost prohibits a sophisticated measurement ie advertisement recognition recall, then relevant parties should agree the tactic is deemed successful based on the client’s acceptance of the output.

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