Posted: December 1st, 2016

Is it direct or indirect? Who are the channel members? How are marketing functions shared? Is there a vertical marketing system? Is there potential for any channel conflict (what type)?

The marketing plan should be guided by the following outline:

Title Page

1. Executive Summary

2. External Environmental Analysis

Demographic Environment

Economic Environment

Cultural Environment

Political Environment

Technological Environment

Natural Environment

3. Product and Branding Strategy

Product Objectives

Product Mix

What type of consumer product are you producing and where is it on the product lifecycle?

Specify the core, actual and augmented product.

Outline any product or brand development strategies

4. Pricing strategy

Pricing Objectives

Detail the price.

Are you using value-based or cost-based pricing?

Demand and Price Sensitivity

New Product Pricing Strategies

Product Mix Pricing

Price-Adjustment Strategies

5. Marketing Communications strategy

Marketing Communications Objectives

Promotion Mix

What mix of advertising, personal selling, sales promotion, sponsorship, direct response marketing, public relations/publicity will you use?

Is it push and pull?

Develop examples of your communications with reference to the Six-steps of Communication Effectiveness

6. Distribution strategy

Distribution Objectives

Explain your distribution channel.

Is it direct or indirect? Who are the channel members? How are marketing functions shared? Is there a vertical marketing system? Is there potential for any channel conflict (what type)?

What numbers of marketing intermediaries will you use? Who are they? Where are they located? Do you need a reverse channel?