MARKETING PLAN FORMAT

 
             I.      EXECUTIVE SUMMARY
It sums up the entire document. Keep in mind that the Executive Summary captures and holds the interest of
the intended readers.

          II.     MISSION
The mission statement helps define the business & markets.

       III.      OBJECTIVES

This section should clearly state the overall marketing objectives. Objectives should be specific, measurable,
attainable, and time defined.

        IV.     THE BUSINESS

A. Business Background
It provides a background necessary to understand the business in a general sense as it relates to the marketing
plan.
B. Product and Service Description
This section describes the product and/or service offered by the business.
C. Distribution
It describes the distribution channels historically used by the business.
D. Marketing Personnel
This section provides a brief and general description of the marketing organization and its personnel.

            V.     MACROENVIRONMENTAL ANALYSIS

A. ECONOMIC ANALYSIS
There are many forces outside of your direct control that effect your day to day operations. These classic
macro-environmental forces include economic, industry, legal, regulatory, political, social, cultural, and
technological issues.
B. INDUSTRY ANALYSIS
This section describes the structure and dynamics of the industry that you will face as you enter the proposed
market.
C. LEGAL ANALYSIS
It describes the legal, regulatory, and political conditions that the firm encounters as it enters the market.
D. SOCIO-CULTURAL ANALYSIS
Social and cultural conditions should be considered. As business becomes more globally focused this analysis
becomes even more important for market success.
E. TECHNOLOGICAL ANALYSIS
Businesses must understand what technological advancements will have an effect on the business.
   
VI.      MARKET ANALYSIS
A. MARKET DEFINITION
This section defines and characterizes the market for which you are interested in. The characterization or
summary analysis will describe the market itself, the market potential, the market segments, the customer’s
needs, and the competitive situation.
B. MARKET SEGMENTATION
Market segmentation is critical to the success of your business. A product or service cannot by definition be all
things to all people all the time.
C. CUSTOMER NEEDS & REQUIREMENTS
This area builds on the Market Segmentation section’s initial hint at describing and profiling the customer’s
needs and requirements. Companies must strive hard to serve unarticulated needs as well as articulated needs
of its target market.

     VII.     ISSUES AND OPPORTUNITIES

A. STRENGTHS
The strengths embodied in the product or service line as well as the business itself must be described in
details.
B. WEAKNESSES
 This section describes the weaknesses inherent or currently existing in the product and or service line
as well as the business itself. It is important to be objective about weaknesses so you can eventually work on
overcoming or minimizing those weaknesses
C. OPPORTUNITIES
This area describes the opportunities that exist in the marketplace and market segment of the business,
product, and or service line. Use facts and statistics to substantiate your opportunities and to build credibility
among the readers.
D. THREATS
This section highlights the dangers existing in the marketplace and segment facing your business,
product, and/or service line.
E. TOWS ANALYSIS
This section funnels the data and analysis from the preceding SWOT analysis into the key points. The
fundamental issues that result from the analysis set the stage for the rest of the plan.

  VIII.    GOALS
A. FINANCIAL
This section delineates the overall mission and objectives into actual financial goals. Specific financial goals
provide key guideposts for the operation of the firm’s business and method for measuring the success of the
efforts.
B. MARKETING
Much as the financial section does for financially oriented components, this section delineates the overall
mission and objectives of the plan into actual marketing goals.
       
IX.     GENERAL MARKETING STRATEGY (this concept describes how marketing will
achieve an objective…. Can be apart of the ff categories …. You can choose 1 or more strategy…
1. Market Expansion (used to grow overall sales)
Grow sales with existing product
Grow sales with new product
2. Market Share Growth (used to increase market share of company)
3. Niche Market (focuses on getting a segment of the overall market)
4. Status Quo (used to keep the current position in the market)
5. Market Exit (getting rid of the product in the market)

            X.     SPECIFIC MARKETING STRATEGY (must be based on the General Marketing

Strategy)
A. PRODUCT, BRANDING & PACKAGING STRATEGY
Product/Service. It encompasses a detailed description of your product/service, including its attributes,
benefits, branding and Associated packaging.
Brand. It is the name, term, symbol or design that identifies your product, service, or company and
distinguishes your product/s from those of your competitors.
Packaging. It may consist of the physical environment through which you deliver your service.
B. PRICING STRATEGY
The Price section describes actions associated with the monetary amount that customers will have to pay for
the product or service.
C. DISTRIBUTION STRATEGY
The Distribution section describes all the methods used to make the product available and accessible to the
target customers.
D. PERSONAL SELLING STRATEGY
This section involves personal one-on-one contact between the business and the target customers.
E. ADVERTISING STRATEGY
Advertising involves all activities associated with presenting a paid for, non-personal, sponsor identified
message about the product, service, concept, and or company through one or more mediums.
F. DIRECT MARKETING STRATEGY
Direct Marketing involves non-personal communications (primarily mail, telephone, e-mail) soliciting specified
targets
including existing customers and potential customers, or prospects.
G. SALES PROMOTION STRATEGY
Sales promotion involves activities intended to generate customer demand, motivate purchasing behavior, and
serve as a link between advertising and personal selling.
H. PUBLICITY & PUBLIC RELATIONS STRATEGY
Publicity usually consists of a favorable news presentation for a service or organization.
Public Relations is a planned effort by a group to influence the attitudes and opinions of a target market.
       
XI.      SPECIFIC MARKETING PROGRAMS
The Specific Marketing Programs will detail exactly what will be done, when it will be done, and who will do it.
A. PRODUCT, BRANDING & PACKAGING PROGRAMS
B. PRICING PROGRAMS
C. DISTRIBUTION & PLACEMENT PROGRAMS
D. PERSONAL SELLING PROGRAMS
E. ADVERTISING PROGRAMS
F. DIRECT MARKETING PROGRAMS
G. SALES PROMOTIONS PROGRAMS
H. PUBLICITY AND PUBLIC RELATIONS PROGRAMS

     XII.    RISK ANALYSIS AND PLANNING

DESCRIPTION OF THE RISK
The overall risk analysis and planning will present the major risks associated with the plan and the
corresponding contingency plans.
CONTINGENCY PLANS
Contingency plans are methods that will be implemented to prevent or minimize the risk.
RESEARCH & DEVELOPMENT
This section briefly highlights products and or services that are currently being researched and or developed as
they relate to the overall marketing strategy.
MARKET RESEARCH
This section provides a high level description of the marketing research efforts and current findings as they
relate to the marketing strategy.

XIII.     IMPLEMENTATION AND CONTROL

MARKETING BUDGET
The marketing budget shows the planned expenditures associated with each strategy and or program. Also,
this must be justified by the marketer in the implementation of the strategies. (with schedules to support your
figures)
MONITORING PROGRAMS
This section will provide an overall scheduling, monitoring, and controlling mechanism for implementation and
execution of the planned marketing programs.

REQUIREMENTS:
PRELIMS
Part 2 – 7 to be submitted before Prelims Exam and also part of Prelim Exam (80%).
COMMERCIAL AD for 1-2 minutes that must be uploaded in Facebook
 This must be uploaded 1-2 weeks after today.
 Part of your grade is the number of shares and likes (to be evaluated during FINALS)
MIDTERM
Part 8 – 13 will be submitted before Midterm Exam and also part of Midterm Exam (80%).

NOTE: MANUSCRIPTS (PART2-7 AND PART8-13) MUST BE SUBMITTED IN SOFT COPIES ONLY (PRELIMS
AND MIDTERM)

PRE-FINAL
Marketing Plan Presentation (Part 1 – 13)
 Printed in 1 set stapled only (NO FOLDER)
 Margins: 1.5” left; 1.0” other sides; Font: Arial / 12; Justify; double spacing
Power point presentation good for 5 slides ONLY (with COMMERCIAL AD)
 Highlights only the products marketed/catered
  SWOT and TOWS Analysis
 Marketing strategy used
 Marketing budget costing
 Video clip of the owner/manager testimonies saying that there’s a change in their income or thanking
you because your marketing plan is a great help to them

FINALS
Softbound MARKETING PLAN Manuscript (edited) & its SOFT COPY

GUIDELINES IN GIVING GRADE

For Prelims
 For COMMERCIAL AD – 60%
o Uploaded before 1 week – 100%
o Uploaded in a week – 95%
o Uploaded in 2 weeks – 88%
o Uploaded beyond 2 weeks – 80%
 For your manuscripts – 40%
o Complete parts with correct contents and formats– 100%
o Complete parts with incorrect contents and formats– 90%
o Incomplete parts but with correct contents and formats– 75%
o Incomplete parts but with incorrect contents and formats– 70%
For Midterm – 100% (same guidelines as to Prelims except for the commercial advertisement)
For Pre-Finals – 100% (to be graded by a critic)
For Finals – Softbound marketing plan manuscript + results of commercial ads in Facebook
(group with the highest number of shares and likes = 90%; then 86%, then 84%, then the rest 80%)