The information is taken largely from marketing guru, Philip Kotler's Principles of Marketing (13th Edition) and also includes an image of the sections of a marketing plan scanned from the book.
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| Parts of a marketing plan - click the image to see the enlarge version |
As mentioned in the slides, companies need to perform marketing planning right after they have done a marketing analysis. But even before marketing planning is done, the company would have done strategic planning - deciding on what it wants to do with each business unit. Marketing planning involves deciding on marketing strategies that will help the company attain its strategic objective. Marketing planning will involve the creation of a detailed marketing plan for each business, product or brand major sections of a typical product or brand marketing plan.
First, the plan should begin with a executive summary that summarizes the major assessments of the company's situations, the goals to be achieved and recommendations on how these goals can be achieved.
Second, the plan should present a detailed SWOT analysis of the marketing situation as well as potential threats and opportunities.
Third, the plan should include a section that states the major objectives that should be achieved for the brand / product.
Fourth, the section should contain the outline of the specifics of the marketing strategies for achieving the objectives stated earlier. This section should explain how the company intends to create value for the target customers in order to capture value in return. Marketing strategies should state the following: target market, market positioning, marketing mix and marketing expenditure. For each marketing strategy that is outlined in this section, the planner should explain how each each strategy responds to the threats, opportunities, and critical issues spelled out earlier in the plan.
Additional sections of the marketing plan lay out an action program for implementing the marketing strategy along with the details of a supporting marketing budget.
Finally, the plan should also include the outline of the controls that will be used to monitor progress, measure return on marketing investment and how correction action will be taken.
Best thing that marketers can do is to think and pick the best strategies he can do.
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