marketing plan template(21022013)1

7/28/2019 Marketing Plan Template(21022013)1

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Marketing Plan for [company name]

Fiscal Year [20XX]

Copyright 2010 Docstoc Inc. 1


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Contents

1. Executive Summary .....................................................................................................................4

Introduction............................................................................................................................................... 4

Purpose............................................................................................................................................. ......... 4

Market Summary................................................................................................................................... .... 4

Market Opportunity................................................................................................................................... 4

High-level timeline & Key Deliverables.....................................................................................................4

2. Situation Analysis .......................................................................................................................4

Market Summary ..................................................................................................................... ........... ...... 5

Target Markets ........................................................................................................................... ....... 5

Market Demographics ....................................................................................................................... 5

Market Needs .................................................................................................................................... . 5

Market Trends ................................................................................................................................ ... 5

Market Growth.................................................................................................................................. . 6

SWOT Analysis .......................................................................................................................................... 6

Strengths ................................................................................................................................... ......... 7

Weaknesses .................................................................................................................................... .... 7

Opportunities ................................................................................................................................ ..... 7

Threats............................................................................................................................................. ... 7

Competition ............................................................................................................................................... 7

Competitors by Sales Volume.............................................................................................................7

Competitors by Demographic Share............................................................................................... ..8

Product/Service Offering(s)............................................................................................................... ....... 8

Pricing................................................................................................................................................. ....... 9

Distribution/Delivery.......................................................................................................................... ...... 9

Success Factors....................................................................................................................................... ... 9

Critical Issues............................................................................................................................................. 9

3. Marketing Strategy ....................................................................................................................10

Mission................................................................................................................................................ ..... 10

Marketing Objectives......................................................................................................................... ...... 10

Demand Creation............................................................................................................... ........... ... 10

Sales revenue............................................................................................................................. ....... 10

Repeat business................................................................................................................................. 10



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Brand awareness.............................................................................................................................. 10

Financial Objectives............................................................................................................................. .... 10

Sales revenue............................................................................................................................. ....... 10

Expense containment/reduction...................................................................................................... 10

ROI............................................................................................................................................... ..... 10Positioning & Messages.......................................................................................................... ........... ...... 10

Unique Selling Proposition...............................................................................................................10

Key differentiators.................................................................................................................. .......... 11

Target messages................................................................................................................................ 11

Strategy Pyramids & the Marketing Mix............................................................................................... ... 11

4. Financials, Budgets, and Forecasts ...........................................................................................12

Break even Analysis.................................................................................................................................. 12

Sales Forecast...................................................................................................................................... ..... 12

Expense Forecast...................................................................................................................................... 13

Marketing Expense Budget................................................................................................... ........... 13

5. Controls......................................................................................................................................14

Metrics...................................................................................................................................................... 14

Contingency Planning....................................................................................................................... ....... 14

6. Detailed Execution Plan (Implementation)...............................................................................15

Creative Strategy....................................................................................................................... .......... ..... 15

Tactical Timeline................................................................................................................................. ..... 15

7. Appendices..................................................................................................................................17

Marketing Organization..................................................................................................................... ...... 17

Primary research results................................................................................................................... ....... 18

Sample surveys......................................................................................................................................... 19

Secondary research compilations............................................................................................................20



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[This marketing plan template contains both instructions for completion and examples. Delete

the gray shaded material, and replace the examples with your own content. Note, data

contained in charts is for illustration purposes only and does not reflect any actuals.]

1. Executive Summary

Introduction

[The introduction provides key information on the company, historic highlights, and other

information that sets the context for the how and why of the marketing strategy to follow.]

As Up & Coming Inc. moves into its second year of operations, we have the opportunity to

capitalize on market conditions and new trends in apparel distribution to gain significant

market share in our core demographics.

Purpose

[Provide a brief and concise description of what the Marketing Plan contains.]

The FY 2010 Marketing Plan lays out the strategy and tactics for achieving our revenue and

market share goals. It summarizes marketing research and analysis, to identify opportunities

and challenges, as well as providing a detailed tactical plan for how we intend to achieve our

2010 goals, the estimated budget, and a timeline of deliverables.

Market Summary

[This section provides a high level summary of the key points detailed in the Situation Analysis

section.]

Market Opportunity

[Provide an overview of the key decisions, issues and findings, based on research and analysis,

which form the basis of the Marketing Plan.]

High-level timeline & Key Deliverables

[Briefly address management/stakeholder involvement in approval of the plan, listing key

meetings and the decisions to be finalized, as well as major milestones in implementing the

tactical/implementation plan. If key decisions such as messages, budget numbers, etc havealready been finalized, this is a good place to reiterate them.]

2. Situation Analysis

[Use this section to bring together results from primary and secondary research to identify your

target market(s), a SWOT analysis of your current environment, data on key competitors



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Market Summary

Target Markets

[Identifying the target markets is critical to all other decisions outlined in the marketing plan.

Primary research through surveys, interviews and focus groups provides the key insights needed

to identify the target markets, their attributes, purchase rationales, influences, etc. These targetmarkets also serve as the basis of building personas, or customer profiles in developing creative

strategies, key messages, and programs. Giving names to the targets is not required, but often

helps focus brand and theme issues.

Note that in business-to-business marketing, you may also need to identify vertical markets,

particular business segments to which you will market your products/services, such as financial

services, health care, manufacturing, telecommunications, etc]

Young Go-Getters Women 20-30

Focused on starting careers and families, the Go Getters are looking for experiences that build

towards career goals, and are starting to experience the work-life balance issues. They areproducts of the internet age, are frequent job changers and tend to have active lifestyles that

incorporate physical activities and social gatherings. They are looking for high-style and

versatility in wardrobe pieces, and are willing to pay more if the piece is new or unique, rather

than for long-lasting value.

Balancers Women 30-40

Achievers Women 40+

Market Demographics

[Describe the specific characteristics of target markets such as disposable income, percentage of

income spent on your product/service category, average store visits annually, percentage ofonline spending, media/new media habits, brand loyalty.]

Market Needs

[This section answers the questions as to what the target markets are seeking in

products/services, characteristics, price points, etc. that are either not being provided by your

competition or are not adequate]

Market Trends

[Describe trends in the target markets that will impact sales of your product or service, such as

expanding or contracting levels of disposable income, changes in household size, adoption of

new technology or pop culture events, etc.]



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Market Growth

[Describe the forecasted growth in the target markets, including the key factors impacting

growth.]

SWOT Analysis

[SWOT Analysis is a common and very useful technique for clarifying the internal and external

factors that will impact market strategy prior to determining a course of action. The chart lists

examples, and depending upon the product, service, or branding goal, the examples may be

listed in more than one quadrant. ]

[The next four subsections provide narrative that details the points in the SWAT graph.]


Strengths

Store managers experience

USP

Established channel relationshipsBroad Price points

Advantageous leases

Spokesperson contracts

Casual work culture

Well received 20+ transitional lines

Weaknesses

Succession planning

Space costs in northeast corridor

Recession/unemployment ratesLack of 40+ casual lines

Just in time inventory

Online abandonment rate

Opportunities

Appeal to growing kitschy/non-conformist demographic

In-house social media expertise

Acquisition of existing chain

Parallel growth in online and bricksand mortar presence

Threats

Cash flow crunch

POS implementation

Knock-off growth

In-store turnover

Competitive online presenceupgrades


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Strengths

Weaknesses

Opportunities

Threats

Competition

[Use this section to delineate competitors by channel as well as demographics, and identify

potential competitors based on trends and SWOT analysis.]

While any retailer selling womens career, transitional and casual lines can legitimately be

considered competition, we focus on department stores, national chains and larger regional

chains that cater to the target markets of young women 20-30, career women 30-40, and mature

career 40+. In the context of our moderate growth strategy, competition varies somewhat by

region.

Competitors by Sales Volume

Secondary research conducted on the top brick and mortar retail competitors indicates that as a

recent entry into the Northeastern US market, Up & Coming faces stiff competition from high

end department stores, as well designer outlets. We are positioned well against boutiques due to

a broader product line for transitionals.

Up & Coming fares better with its two Southeastern US locations (Atlanta, and Charlotte). We

expect new store openings in the Southeast during 2010 to exploit the rapid brand awareness.



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Online retailers such as Lew Magram, Spiegel and Coldwater Creek are substantially stronger

among the 35-40 demographic who are more comfortable with personal style choices and less

likely to experiment with new brands. The online market is highly fragmented and presence in

this market depends on a user experience that aligns with brand strategy while focusing on

conversion through ease of purchase, interactivity for upsell and cross-sell opportunities, andsecurity of transactions.

Competitors by Demographic Share

[Tie together information about the target markets and the competitive landscape, to answer

questions about how your company and your competitors are likely to fare in each target.]

According to research reports from NRMA, our top competitors sales volume in our target

markets shapes up as follows:

Product/Service Offering(s)

[Provide descriptions of the product service offerings, grouped and categorized in ways that

align with your target market goals]

Uniquely Me: Separates, skirts, blouses, dresses, sweaters, and accessories sourced fromartisan/designers using natural materials, at the top price points.

Weekend Whimsy: Casual separates from tier 2 labels mid price points, and maximummarkup for easier discounting.



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Pricing

[Describe the pricing strategy, and consider providing the rationale for choosing one strategy

over another. Traditional strategies include cost-plus, target return, value-based, and various

psychological pricing strategies.]

Distribution/Delivery

[Outline the channels your company uses to deliver the product/service to your customers and

cost, time and other factors that impact each channel.]

Retail locations: 70 percent of 2010 sales will take place via four existing locations, with twoadditional locations planned.

Outlet locations: Up & Coming is investigating potential outlet locations but has not determinedviability.

Catalog sales: catalog, while still viable, is a diminishing channel for Up & Coming. Most catalogbuyers are rapidly moving to shopping over the internet, and we anticipate completely mergingcatalog sales within the online shopping experience by 2011

Online shopping:25 percent of 2010 sales will take place via our websitewww.upandcoming.com, and several aggregator sites such as clothingvalues.com. The onlinereferrals from fashion portals and online news magazines, social marketing via Twitter andFacebook communities are detailed in the implementation plan.

Success Factors

[Explain any key factors that must be addressed in order to achieve marketing objectives, such

as IT implementations, completion of new sourcing agreements, rebranding efforts, recruitment

of qualified personnel, etc.]

Critical Issues

[Identify any constraints or issues that could adversely or positively impact successful

implementation of marketing programs. These could include a wide array of possibilities, such

as pending tax increases or new regulations, legal actions, organizational changes, timely

operational or infrastructure changes, etc.]

http://www.upandcoming.com/http://www.upandcoming.com/


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3. Marketing Strategy

[the heart of the marketing plan, the section on strategy outlines the goals, programs and

methods to achieve the goals.]

Mission

Up & Comings mission is to generate reasonable ROI by providing high fashion clothing and

accessories for women seeking quality, value and style for work and casual times.

Marketing Objectives

[Objectives typically fall into one or more of the following areas]

Demand Creation

[define objectives for indirect demand creation, or awareness and/or direct demand creation,

or leads that are ready to be converted to sales. Demand creation should result in tacticalapproaches such as PR, and consumer buzz.]

Sales revenue

[outline sales revenue objectives in the ways that are most relevant and measurable for your

company: objectives by product line, target market, and geographic location]

Objective 1: generate year-over-year revenue increase of 10% per location.

Objective 2: increase per-transaction revenue by 10% per quarter.

Repeat business

Brand awareness

Financial Objectives

Sales revenue

Expense containment/reduction

ROI

Positioning & Messages

Unique Selling Proposition

[The Unique Selling Proposition or USP, is the thing that sets your company apart from your

competition and provides a benefit to the customer. It serves as the foundation for the messages

to your target audiences.]



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Key differentiators

[Key differentiators support the USP and messaging]

Everythings returnable

Style consultants on staff

Blogging from the New York shows

Target messages

Strategy Pyramids & the Marketing Mix

Identify strategy, tactics (media, message, channels), and programs for each product/target

market. These can be detailed in text and illustrated with a pyramid such as the example below.]


Strategy

Emphasize High Fashion

Programs

Viral Fashion Show Magic Mirror ads

Tweet follows Style Tips POP

Facebook Fan Group

Tactics

Message: Style. Matters

Channels: fashion mags, websites


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4. Financials, Budgets, and Forecasts

[The marketing plan needs to address the key questions of how much will it cost?, how much

will we sell?, and what will it take to break even? spreadsheet calculations, based on your

overall business plan can be included here, or you can modify the sample charts.]

This financial overview of Up & Coming addresses address break-even analysis, sales forecasts,

expense forecasts, and how those link to the market strategy and specific marketing activities.

Break even Analysis

The following break-even analysis provides estimated monthly fixed costs that take into account

bricks and mortar, and online retail channels.

Monthly Revenue Break-even $36,912

Assumptions:

Average Percent Variable Cost 40%

Estimated Monthly Fixed Cost $36,003

Sales Forecast

We break out the monthly sales forecast for 2010 by demographic group, for all locations and

channels.



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The following chart outlines annual sales and cost of sales for the three-year period beginning in

2010

2010 2011 2012Sales

Young Go-Getters $225,402 $258,745 $272,454

Balancers $215,200 $243,612 $269,549

Achievers $220,300 $153,184 $271,095

Total Sales $660,902 $655,541 $813,098

Direct Cost of Sales

Young Go-Getters $63,761 $83,498 $98,982

Balancers $57,202 $68,491 $73,224

Achievers $59.978 $64,274 $75,838

Subtotal Direct Cost of Sales $121,023 $216,263 $248,044

Expense Forecast

The marketing expenses will be higher relative to other months when planned store openings

are ramping up. The expenses will also spike toward the end of the year during the winter

holiday season.

Marketing Expense Budget

2010 2011 2012

Advertisements $6,400 $7,500 $9,000

POP and collateral $21,945 $32,869 $40,912

Website management $32,000 $34,450 $36,000

Email campaigns $16,472 $10,125 $12,437

Other $2,324 $3,498 $2,367------------ ------------ ------------

Total Sales and MarketingExpenses

$81,151 $90,453 $102,728

Percent of Sales 5.91% 3.63% 3.94%



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5. Controls

Metrics

[Define the relevant metrics to be used to measure marketing activities, some examples are

listed below]

Conversion rates -Visit-to-registration rate; Registration-to-trial rate; Trial-to-transaction

rate

Average transaction size

Transactions per customer

Months per subscriber

Abandon rate

Returns rate

Contingency Planning

Identified risks and risk mitigation

Worst case scenarios



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6. Detailed Execution Plan (Implementation)

Creative Strategy

[the following components of the creative strategy are usually completed as decision-making

activities with separate documents or reports. They determine the creative content for the detailmarketing program tactics.

Creative Brief

Customer personas

User Experience Goals]

Tactical Timeline

[consider using project management tools such as MS Project to develop a timeline that

addresses resources, as well as milestones and tasks.]Program/Task Owner Approver Deadline

Web portal/storefront Web design Agency Marketing VP

Design Objectives Account team

Key messages

Navigation Web Architect

Wireframe Web Architect

Prototypes Development Team

Content development

Testing

Launch

Analytics

Adjustments

Seasonal POP Marketing Services

After Holiday

Inventory Reduction

Spring Preview

Tax Freedom

Easter

Mothers Day

Viral Events..

Sales Training



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Program/Task Owner Approver Deadline

PPC web campaigns

Print ad campaigns

Semi-annual Fashion Show

Quarterly Marketing Review



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7. Appendices

Marketing Organization



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Primary research results



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Sample surveys



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Secondary research compilations

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marketing plan template(21022013)1

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