writing marketing plan (3).pdf

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Marketing Plan
-template-
with Drew Boyd
1. Executive Summary
• Business definition
• Scope
• Goals
• Strategies
• Budget
2. Situation Analysis
Competitive Analysis
• Matrix
Company Analysis
• Strengths
• Weaknesses
Product Analysis
• Feature-benefit ladder
Customer Analysis
• Importance ratings
• Perception ratings
• Buying proces
Market Analysis
• Opportunity by customer type
Marketing Fundamentals
with Drew Boyd
2 of 5
3. Strategy
Segmentation
• Demographic
• Geographic
• Behavioral
• Psychographic
Targeting
• Opportunity by segment
Positioning
• Five-box chart
• Reasons to believe (RTBs)
Goals
• Specific
• Measurable
• Attainable
• Relevant
• Time bound
Marketing Fundamentals
with Drew Boyd
3 of 5
4. Tactics
Products and Services
• Features
• Performance
• Design
• Customer experience
Pricing
• Value analysis
• Recommended prices
Price Communication
• Who
• What
• Why
• When
• Where
Promotion
• Objectives
- Basic awareness
- Top-of-mind awareness
- Information awareness
- Image awareness
- Behavioral awareness
• Media
- Channel
- Frequency
Marketing Fundamentals
with Drew Boyd
4 of 5
Social Media
• Listen
• Join
• Shape
Channel
• Length
• Breadth
• Depth
Financials
• Revenue projections
• Budget
5. Implementation
•
Timing and Responsibility
6. Measurement
• Key performance indicators
• Breakeven analysis
• Customer lifetime value analysis
Marketing Fundamentals
with Drew Boyd
5 of 5

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