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CONFIDENTIAL Page 1 MARKETING PROJECT PLAN PREPARED BY TITLE DATE EMAIL PHONE APPROVED BY TITLE DATE

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Page 1: MARKETING PROJECT PLAN · marketing project plan prepared by title date email phone approved by title date . confidential page 2 table of contents 1. business summary ..... 4 1.1

CONFIDENTIAL

Page 1

MARKETING PROJECT PLAN

PREPARED BY TITLE DATE

EMAIL PHONE

APPROVED BY TITLE DATE

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TABLE OF CONTENTS 1. BUSINESS SUMMARY ................................................................................................................................................. 4

1.1 OUR COMPANY .............................................................................................................................................. 4

1.2 MISSION STATEMENT ........................................................................................................................................ 4

1.3 VISION STATEMENT .......................................................................................................................................... 4

2. THE CHALLENGE ....................................................................................................................................................... 5

2.1 PROBLEM ......................................................................................................................................................... 5

2.2 OPPORTUNITY .................................................................................................................................................. 5

3. SITUATIONAL ANALYSIS ............................................................................................................................................ 6

3.1 5C ANALYSIS .................................................................................................................................................... 6

3.1.1 COMPANY .................................................................................................................................................. 6

3.1.2 COLLABORATORS ....................................................................................................................................... 6

3.1.3 CUSTOMERS ................................................................................................................................................ 6

3.1.4 COMPETITORS ............................................................................................................................................. 6

3.1.5 CLIMATE ....................................................................................................................................................... 6

3.2 SWOT ANALYSIS ............................................................................................................................................... 7

4. CORE CAPABILITIES .................................................................................................................................................. 8

4.1 CAPABILITY ONE ......................................................................................................................................... 8

4.2 CAPABILITY TWO ......................................................................................................................................... 8

4.3 CAPABILITY THREE ....................................................................................................................................... 8

5. MARKETING CAPABILITIES ........................................................................................................................................ 9

5.1 CAPABILITY ONE .............................................................................................................................................. 9

5.2 CAPABILITY TWO ............................................................................................................................................. 9

5.3 CAPABILITY THREE ........................................................................................................................................... 9

6. GOALS ..................................................................................................................................................................... 10

6.1 BUSINESS GOALS ........................................................................................................................................... 10

6.2 SALES GOALS ................................................................................................................................................. 10

6.3 FINANCIAL GOALS ........................................................................................................................................ 11

6.4 COMMUNICATION GOALS .......................................................................................................................... 11

7. TARGET MARKET ..................................................................................................................................................... 12

7.1 INFORMATION COLLECTION ........................................................................................................................ 12

7.2 PAIN POINTS .................................................................................................................................................. 12

7.3 SOLUTIONS ..................................................................................................................................................... 13

7.4 BUYER PERSONA ............................................................................................................................................ 13

8. MARKETING STRATEGY ........................................................................................................................................... 14

8.1 BUYER’S BUYING CYCLE ............................................................................................................................... 14

8.2 UNIQUE SELLING PROPOSITION (USP) ......................................................................................................... 14

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8.3 MARKETING MIX – 4Ps ................................................................................................................................... 15

8.3.1 PRODUCT .................................................................................................................................................. 15

8.3.2 PRICE ......................................................................................................................................................... 15

8.3.3 PLACE ........................................................................................................................................................ 15

8.3.4 PROMOTION ............................................................................................................................................. 15

8.4 MARKETING CHANNELS ................................................................................................................................ 16

8.5 BUDGET .......................................................................................................................................................... 17

9. PERFORMANCE STANDARDS & MEASUREMENT METHODS ................................................................................ 18

9.1 STANDARDS OF PERFORMANCE ................................................................................................................. 18

9.2 BENCHMARKS ................................................................................................................................................ 18

9.3 MARKETING METRICS TO MEASURE SUCCESS ............................................................................................ 19

9.4 MEASUREMENT METHODS ............................................................................................................................ 19

10. FINANCIAL SUMMARY ............................................................................................................................................ 20

10.1 FINANCIAL FORECASTS ................................................................................................................................ 20

10.2 BREAKEVEN ANALYSIS .................................................................................................................................. 20

10.3 FINANCIAL STATEMENTS ............................................................................................................................... 21

10.3.1 INCOME STATEMENT ............................................................................................................................ 21

10.3.2 CASH FLOW PROJECTION ................................................................................................................... 21

10.3.3 BALANCE SHEET .................................................................................................................................... 21

11. APPENDIX ................................................................................................................................................................ 22

11.1 RESEARCH RESULTS ....................................................................................................................................... 22

11.2 PRODUCT SPECIFICATIONS AND IMAGES .................................................................................................. 22

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1. BUSINESS SUMMARY1.1 OUR COMPANY

1.2 MISSION STATEMENT

1.3 VISION STATEMENT

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2. THE CHALLENGE2.1 PROBLEM

2.2 OPPORTUNITY

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3. SITUATIONAL ANALYSIS 3.1 5C ANALYSIS 3.1.1 COMPANY

3.1.2 COLLABORATORS

3.1.3 CUSTOMERS

3.1.4 COMPETITORS

3.1.5 CLIMATE

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3.2 SWOT ANALYSIS

INTERNAL FACTORS

STRENGTHS (+) WEAKNESSES (-)

EXTERNAL FACTORS OPPORTUNITIES (+) THREATS (-)

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4. CORE CAPABILITIES 4.1 CAPABILITY ONE

4.2 CAPABILITY TWO

4.3 CAPABILITY THREE

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5. MARKETING CAPABILITIES 5.1 CAPABILITY ONE

5.2 CAPABILITY TWO

5.3 CAPABILITY THREE

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6. GOALS 6.1 BUSINESS GOALS

6.2 SALES GOALS

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6.3 FINANCIAL GOALS

6.4 COMMUNICATION GOALS

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7. TARGET MARKET 7.1 INFORMATION COLLECTION

7.2 PAIN POINTS

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7.3 SOLUTIONS

7.4 BUYER PERSONA

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8. MARKETING STRATEGY 8.1 BUYER’S BUYING CYCLE

8.2 UNIQUE SELLING PROPOSITION (USP)

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8.3 MARKETING MIX – 4Ps 8.3.1 PRODUCT

8.3.2 PRICE

8.3.3 PLACE

8.3.4 PROMOTION

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8.4 MARKETING CHANNELS

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8.5 BUDGET

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9. PERFORMANCE STANDARDS & MEASUREMENT METHODS 9.1 STANDARDS OF PERFORMANCE

9.2 BENCHMARKS

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9.3 MARKETING METRICS TO MEASURE SUCCESS

9.4 MEASUREMENT METHODS

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10. FINANCIAL SUMMARY10.1 FINANCIAL FORECASTS

10.2 BREAKEVEN ANALYSIS

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10.3 FINANCIAL STATEMENTS 10.3.1 INCOME STATEMENT

10.3.2 CASH FLOW PROJECTION

10.3.3 BALANCE SHEET

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11. APPENDIX11.1 RESEARCH RESULTS

11.2 PRODUCT SPECIFICATIONS AND IMAGES

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DISCLAIMER

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