1
ABBREVIATED TITLE
Marketing Plan
for
enter Your Business Name or project here
enter your name here
Principles of Marketing
Final Project
enter month, year here
Executive Summary
The executive summary is usually written last, after you have written, analyzed, and ironed out the details of your plan. So, once you have your plan written, come back to this section and write your executive summary. The summary should briefly cover the marketing overview, competitive overview, product overview, your SWOT (Strengths, Weaknesses, Opportunities and Threats,) goals and objectives, strategies, action plan and implementation schedule and evaluation methods. A one to two paragraph summary is typical.
The Challenge
Brief description of product to be marketed and associated goals, objectives include your new business name.
Describe your products and the ideal customers for each. If you are a service-based company, think of your clients as the ideal customers and your services as products. For each product or brand, include:
Ideal customer demographicssuch as: income levels; interests; activities; living environments; other geographic descriptions; psychological mindsets; political affiliations; family situations; age ranges; tastes; etc.
Industry or societal trendsthat affect those customers.
Your ideal customers' needs and wants, and corresponding benefits received from products.
Marketing Situation
[An introductory paragraph or two explaining the concept using attribution to support your statements]
Current market conditions
What are the current market conditions? This is an overview of the industry and key insights into competitors, suppliers, the environment, customers, and the company's place within the industry.
Competition
List the competition in the area you will be marketing your product
Target Customers
How you picked them and why
Value Proposition
Discuss Jim’s Gyms Value Proposition [Remember the Mid-term]
SWOT analysis
[An introductory paragraph or two explaining the concept using attribution to support your statements]
Discuss in detail the strengths, weaknesses, opportunities and threats in your industry
Short & Long-Term Projections
First Year Objectives
Second Year Objectives
Issues
Customer Driven Marketing Strategy
[An introductory paragraph or two explaining the concept using attribution to support your statements]
Discuss the general strategies you will use to reach objectives and fulfill the mission statement
Value/Price – for your service / product sold
Compare the prices you charge compare to the value you provide.
Branding Strategy
[An introductory paragraph or two explaining the concept using attribution to support your statements]
Positioning Statement
[An introductory paragraph or two explaining the concept using attribution to support your statements]
Relative to competitors and in the eyes of ideal customers
Marketing Mix
[An introductory paragraph or two explaining the concept using attribution to support your statements, remember that you are not to simply list a bunch of products, but rather discuss the strategies involved in their selection or how they add value for your intended customers]
Product
Discuss the product(s) themselves and any related changes, improvements, and issues
Price
Discuss the pricing strategies for each product. [not just a list of prices thank you]
Place
Discuss the distribution channels (the various ways each product reaches customers and consumers). [This is not necessarily about a physical location, but rather about distribution channels, logistics, where the target market exists, etc.]
Promotion
Discuss promotional activities including public relations, Internet marketing and advertising, offline advertising, viral programs and other marketing programs you will be executing and the reasons behind your strategies.
Customer Service and Lead Generation/Conversion Plan
Discuss how you’re going to grow Jim’s Gyms.
Financials And Budgets
This information is not required, however if you would like to include any supporting information for Jim’s Gym including budgets, charts, etc. you will receive extra credit.
Conclusion
Discuss how you evaluate your marketing plan and strategy. Build success metrics into your marketing strategy and how you will use them to monitor progress and adjust execution when applicable.
References
List your resources use the APA format (minimum of 7 references)
Appendix
Exhibits
Include the interviews under your exhibits