Marketing Plan Guide

The marketing plan should be guided by the following outline (see also the slides):

Title Page

  1. Executive Summary (Less than one page!)
  2. First paragraph giving a quick presentation of proctors and gamble (when, who, what), include their mission statement
  3. Second paragraph summarizing the main goals and recommendations for senior managers who will read and approve/reject the marketing plan (only once the entire plan is done!!)
  • Analysis of the current marketing situation

2.1. Analysis of the larger external environment, choose only the factors that are relevant to your product

  • Political factors
  • Economic factors
  • Socio-cultural and demographic factors
  • Technological factors
  • Ecological factors
  • Legal factors
  • Analysis of the immediate external environment: Competitor analysis
  • Direct and Indirect Competitors given your product idea (list according to market share)
  • Analysis of the competitors’ strategic movements and how to counter them
  • Market description: the consumer
  • Needs Analysis: Do consumers seek to fulfill utilitarian, emotional, symbolic or social needs with this product?
  • Types of Decision Making given your product idea? What is people’s level of involvement in the product category? What is the type of buying decision behavior? Will emotions play a role in the decision-making process? Overall, what is there for you to anticipate for your marketing-mix when it comes to consumer behavior?
  • Conclusion regarding the current marketing situation
  • Why will your idea continue to stay successful in the long term? (Opportunities)
  • What risks do you see in your idea? And how to limit those risks? (Threats)

NB: There is nothing new here. This is a summary from the above.

  • The marketing strategy
    • The target market(s)
  • How meticulously the market should be segmented given your product idea? In other words, what type of marketing strategy will you use (undifferentiated, differentiated, concentrated, or customized)?
  • If your strategy is not based on undifferentiated marketing, what segmentation dimensions do you think are relevant for your product market?
  • Describe your chosen target market(s) using the segmentation dimensions.
  • Assess the value of your target market(s) in terms of potential customers.
  • The value proposition
  • Describe your positioning strategy.
  • Provide a positioning map and position yourself.
  • Product and Branding Strategy
  • Specify the core, actual and augmented product.
  • Outline the branding strategy.
  • Pricing strategy
  • Estimate (roughly!!) the price elasticity given the product category.
  • Explain your price range based on the positioning of your product, your competitors’ practice, and your estimated costs?
  • Marketing Communication strategy
  • Structure your proposition according to the five steps for effective marketing communication
  • Notably, regarding Step 4: What mix of advertising, personal selling, sales promotion, sponsorship, direct response marketing, public relations/publicity will you use?
  • Develop examples of your communications with reference to the five steps for effective marketing communication
  • Distribution strategy
  • How to deliver the product(s) to the final customers? Which channels will you use? Your own stores, intermediaries: hyper/supermarket, convenience stores, online sellers, vending machines?
  • Explain your distribution channel. Consider whether the distribution channel should reflect the brand’s positioning.
  • What is the underlying distribution strategy: intensive, selective, exclusive?
  • References (not if you provided footnotes throughout the report)

GROUP GRADING RUBRIC

Key componentsExemplary (A)Accomplished (A-, B+, B)Developing (B-, C+, C)Beginning (C-, D+, D)0 (F)Mark
Executive SummaryExecutive summary: Summarizes all major findings concisely.Executive summary: Summarizes most major findings concisely.  Executive summary provided but some difficulties in respecting the guidelines.Executive summary provided but very poor qualityNot provided./5
Analysis of the larger external environmentalExtensive outline of relevant changes/trends in the macro- environments and implications for the industry of fast moving consumer goodsOutline of relevant changes/trends in the macro- environments and implications for the industry of fast moving consumer goodsOutline of some changes/trends in in the macro- environments and some implication for the industry of fast moving consumer goodsOutline of few or irrelevant changes/trends in in the macro- environments. Implications for the industry of fast moving consumer goodsNot provided./10
Competitor analysisThorough analysis of the competitive situation and specific competitors using appropriate analysis tools and conceptsAdequate analysis of competitive situation and of specific competitors using some analysis tools and concepts.Some analysis of competitive situation; identification of some relevant competitorsInadequate analysis of competitive situation; lacks identification of relevant competitorsNot provided./10
Market descriptionIdentification of all relevant needs via a needs analysis. Excellent description of type of buyer behavior and conclusion regarding the product idea Integration of relevant consumer behavior concepts (emotion, involvement…)Identification of key needs using needs analysis. Adequate description of each of the consumer’s decision-making process stages. Adequate description of type of buyer behavior.  Identification of some needs provided. Basic description of the decision-making process. Basic description of type of buyer behavior.Poor level of identification of relevant needs, showing limited application of consumer decision making process and type of buyer behavior.Not provided./10
ConclusionExcellent conclusion of the analysis of the current marketing situation Identification of opportunities and threats  Adequate conclusion of the analysis of the current marketing situation  Basic of the analysis of the current marketing situation  Poor conclusion of the current marketing situationNot provided./5
Marketing strategyIdentification and description of all market segments using relevant dimensions. Logical and in-depth description and justification of the company’s target segments. Concise positioning statement and perceptual map showing in-depth understanding of positioning in relation to competitors and consumer segments.Identification of most market segments. Adequate description and justification of the company’s target segments. Clear positioning statement and adequate perceptual map showing understanding of positioningSome description and justification of the company’s target segments. Positioning statement and adequate perceptual map showing some understanding of positioning but lack of clarityPoor level of description and justification for company’s target segments. Positioning statement and adequate perceptual map are not provided or show misunderstanding of positioning.Not provided./10
Product and Branding StrategyExcellent use of all relevant concepts and thorough justification of the product and brand strategies.Adequate use of relevant concepts and relevant justifications of the product and brand strategies.Use of some relevant concepts and some analysis of the product and brand strategies.Limited or poor use of the product and brand strategies.Not provided./10
Pricing StrategyAppropriate use of all relevant concepts and in-depth justification of pricing strategies.Adequate use of relevant concepts and adequate justification of pricing strategiesUse of some relevant concepts and justification of some pricing strategiesLimited or poor use of relevant concepts and limited justification of pricing strategiesNot provided./10
Marketing Communications StrategyAppropriate use of all relevant concepts and in-depth justification of distribution strategies using examples to demonstrate concepts.Adequate use of relevant concepts and adequate justification of communication strategiesUse of some relevant concepts and justification of some communication strategiesLimited or poor use of relevant concepts and limited justification of communication strategiesNot provided./10
Distribution StrategyAppropriate use of all relevant concepts and in-depth justification of distribution strategies.Adequate use of relevant concepts and adequate justification of distribution strategiesUse of some relevant concepts and justification of some distribution strategiesLimited or poor use of relevant concepts and limited justification of distribution strategiesNot provided./10
Evidence to support discussionExcellent use of data, information and evidence within context, arriving at valuable marketing decisions. All good quality references.Satisfactory use of data, information and evidence within context, arriving at suitable marketing decisions. Mostly good quality references.Limited use of data, information and evidence within context; limited translation to marketing decisions. Some references are of suspect qualityLimited evidence provided; difficulties in using data, information and evidence within context; no translation to marketing decisions. Use of bad quality references.Not provided./5
Presentation of Marketing PlanThe marketing plan is effectively organized so that it is easily understood and is visually appealing. Graphics are relevant, explained and support the written text.The marketing plan is organized so that it is relatively easy to understand and has some visual appeal. Graphics are generally relevant to the topic and support the written text.The marketing plan is poorly organized and has limited visual appeal. Graphics are sometimes relevant to the topic.  The marketing plan is very poorly organized. There is a lack of graphics and visual appeal.The guidelines were not at all respected./5
Total     100
Research Paper 101
Calculate your paper price
Pages (550 words)
Approximate price: -

Reasons to trust Research Paper 101

On Time Delivery

We pride ourselves in meeting the deadlines of our customers. We take your order, assign a writer but allow some more time for ourselves to edit the paper before delivering to you. You are guaranteed a flawless paper on a timely manner...

24x7 Customer Live Support

Our team at Research Paper 101 is committed to handling your paper according to the specfications and are available 24*7 for communication. Whenever you need a quick help, you can talk to our writers via the system messaging or contact support via live chat and we will deliver your message instantly.

Experienced Subject Experts

Online Experts from Research Paper 101 are qualified both academically and in their experiences. Many are Masters and Phd holders and therefore, are qualified to handle complex assignments that require critical thinking and analyses...

Customer Satisfaction

We offer dissertation papers as per students’ wishes. We also help craft out the best topics and design concept papers. By ordering with us, you are guaranteed of defending and making through those hard faced professors in the defense panel!

100% Plagiarism Free

We at Research Paper 101 take plagiarism as a serious offence. From the start, we train our writers to write all their papers from scratch. We also check if the papers have been cited appropriately. Our website also has a tool designed to check for plagiarism that has been made erroniusly. In essense, the paper you get will be 100% legit...

Affordable Prices

We understand that being a student is very challenging, some students balance between work and studies in order to survive. We therefore offer pocket friendly rates that are very competitive in the market.

Try it now!

Calculate the price of your order

Total price:
$0.00

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.

Essays

Essay Writing Service

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.

Admissions

Admission Essays & Business Writing Help

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.

Reviews

Editing Support

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.

Reviews

Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.

error: