Download Marketing Plan

Making it happen
Executive Summary
 A brief overview of the entire marketing plan.
 Address the other topics in the plan along with costs
involved in implementing the plan and specific
information that people outside of the organization
would be interested in, such as investors or business
consultants.
Situation Analysis
 This part of the plan takes into account:
 Where the company or product has been?
 Where it is now?
 Where it is headed?
 What external factors and trends affect the company.

SWOT analysis/PEST Analysis
 This can be done for an entire company or a single
product
Objectives
 Single Minded- only raising sales
 Specific- provide enough detail
 Realistic- achievable
 Measurable- a number or an amount
 Time Framed- by a certain date
Marketing Strategies
 Identifies a Target Market(s)
 Uses Marketing Mix to help with decisions
 Focus should be on a key point of difference that your
company can take advantage over the competition.

Possible ideas include
 The Quality of the product
 A superior distribution system
 A more creative ad campaign
 A more competitive pricing structure
 The Information from both the situation analysis and the
SWOT Analysis should provide enough information to
identify a specific target market and suggest points of
difference to be competitive.
Implementation
 Putting the marketing plan into action.
 Obtaining financial resources
 Management,
 Staffing necessary to put the plan in action.
 A timetable when each part goes into play

CASINO
 Sales Forecasts
 This portion of the plan requires a great deal of
communication.
Evaluation and Control
 Measures that will be sued to evaluate the plan are
discussed.
 Important to explain exactly how a specific objective
will be measured and who will be responsible for
providing that evaluation.
Performance Standards and
Evaluation
 An expectation that reflects the plan’s objectives
 A measuring stick
 Help assess objectives, both marketing and financial,
as well as marketing mix strategies.
 Control refers to actions that should be considered if
objectives are not met(A fall back plan)
Appendix
 Supplemental materials such as financial statements,
sample ads, and other materials that support the plan.
Create Your own Marketing Plan
for Rocket Popsicles
Don’t forget when creating your plan you need to
consider all the information you have been given
throughout this chapter, including that fact that your
product is marketed through you as its main
endorser.