Marketing Plan
The Marketing Plan lays out both the strategical and tactical plans for the company to meet its organizational and financial objectives.
Included in the plan are the four Ps of the marketing mix (the controllables), contingencies for the uncontrollables (environment, competition, etc.), a detailed budget, and a timeline for achieving the objectives (often in the form of a gantt chart). [For definitions of these terms view: Marketing Basics.]
I have seen several different types of marketing plans. Some were simple and included only a few pages, others were elaborate with four color covers and hundreds of slick coated pages. However, regardless
of the format, all that ever matters is, “Will it work for you?”
The “Page Contents” on the left links to a sample plan, with budgets, outlines, and more, using a format that has worked for me.
It should give you an idea of the type of material to cover within your own plan. The example covers a lot of ground but is still not comprehensive since a final plan would usually have more charts and graphs, a thorough treatment of the category life cycle, positioning, a contingency plan and, to ensure buy in, an accompanying formal group presentation.
Also included is a Marketing Plan Template that you may wish to cut, copy and paste into your word processor to help you outline your own plan.
Click here for links to additional marketing plan templates, ideas, etc.
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