Marketing Plan Template

By Nigel Temple

  Management Summary:  Provides an overview of your marketing plan and what you feel the marketing function should deliver.

  Situation Analysis: What business you are in + key issues and objectives.
(Taken from your business plan).

  Targets:  Sales target for the year ahead + the number of customers / clients you will need in order to hit your sales target.

  Market Overview: Your target market in terms of geography, client types, needs and trends, market growth.

  Market Research:  How many potential new customers are there?  Profiles of different types of customer.  Analysis of their specific needs.   (Hint: this is important)

  Competitive Analysis: Approximate number of competitors. Brief profiles of key competitors, including: SWOT analysis; print-out of website homepage; key products / services; how they differentiate themselves.

  Segmentation Strategy:  Smart businesses focus on niche market areas.  Think hard about this – it may be the single most important thing you do.

  Positioning Strategy:  How do you want clients to perceive you in your marketplace?  For example -  Lowest price?  Best service?  Highest quality?  This is all part of the differentiation process...

   Differentiation: Your decisions on segmentation and positioning, combined with your competitive analysis, will help you to decide on how you are going to make your business 'stand out from the crowd'.

   Key messages:  Thinking about differentiation should also help you to decide on your 'Key messages'.  It is important to keep repeating consistent messages throughout your marketing campaigns - as it will take a while for them to 'sink in'.

THE MARKETING MIX (Also known as the ‘Four Ps’)
  Product(s) / Service(s):  List your products and services.  Include the key features.  What, if anything, is unique about them?  Are you going to launch any new products or services?

   Price:  Are you operating on a ‘cost-plus’ basis (i.e. calculating your costs and adding a gross profit percentage on top) or a ‘market-based’ pricing basis?  (Hint: the latter is better as it takes into account what your competitors are charging).

   Place:  Where will you sell your products / services?  Can people buy directly from your website?  Will you ask other people to promote you - in exchange for "finder's fees"?

   Promotion:  Which promotional tools will you use to create awareness and generate enquiries?  For example direct selling, the internet, corporate literature, events?  Click here to see a matrix of low cost promotional techniques.

   Integration:  To what extent is your marketing mix integrated?  For example, is there a consistent look and feel?  Do you highlight cross selling opportunities?

   Management and Staff: Marketing knowledge, previous experience, sales skills, copywriting ability, etc.  Where there are gaps, do a Training Needs Analysis.

  Agencies / marketing consultancy support:  Profiles of current or required advertising, PR, Direct Mail, graphic design, web development and other marketing help - including marketing consultancy.

  Marketing Budget:  Detailed marketing budget for the next 12 months, showing budgeted costs for each promotional item. 

   Measurement:  Always ask how people found you.  Track this information, in order to find out what is working.  Results and feedback need to be gathered on a monthly basis and compared with your marketing plan.  Take appropriate action as necessary to correct your marketing ‘flight path’.

  Finally, declare what your marketing Milestones will be and celebrate when you achieve them!

Good luck with your marketing!

Written by Nigel Temple, marketing consultant, trainer, speaker and author.

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