Transcript Marketing Plan * Stage One

Marketing Plan Requirements

12 point font, business block, justified margins, Times New Roman, 1 inch margins
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15-20 page, double-spaced, typed document
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10 minimum, quality references are required (APA format)
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Submission through SafeAssignment.

Late submission is NOT accepted
Marketing Plan
Structure
I)
Executive Summary
II) Financial Overview
III) Current Market Situation
a) Market Description
b) Product Review
i. Table A2.1 (Segment Needs and Corresponding Features/Benefits)
c) Competitive Review
i. Table A2.2 (Sample of Competitive Products)
d) Channels and Logistics Review
IV) Strengths, Weaknesses, Opportunities, and Threat Analysis
i. Table A2.3 (SWOT Table)
a) Strengths
b) Weaknesses
c) Opportunities
d) Threats
V)
Objectives and Issues
a) First Year Objectives
b) Second Year Objectives
c) Issues
VI) Marketing Strategy
a) Product
b) Price
c) Place
d) Promotion
e) Position
f) Marketing Research
VII)
VIII)
IX)
X)
Action Programs
Budgets
Controls
Works Cited
1.) Executive Summary

What product your company is offering

How your product is positioned in the marketplace
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Who your customers are
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Marketing objectives
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Overview of what the Marketing Plan will cover
2.) Five Years Financial Overview
End of Year
2010
2011
2012
2013
Stock price
Revenue
Profits
Profit Margin
Growth Rate
Growth Rate =( (Current Profit – Last Profit)/ Last Profit ) * 100
2014
3.) Current Market Situation

a.) Market Description

b.) Product Review

c.) Competitive Review

d.) Channels and Logistics Review
a.) Market Description

Industry

Competition
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Consumers
3.) Current Market Situation
b.) Product Review
Table A2.1 (Segment Needs and Corresponding Features/Benefits)
Targeted
Segment
Customer
Need
Corresponding Features/Benefits
NutriWater
Targeted Segment
Athletes
Health conscious
Customer Need
 Hydration and replenishment of essential
minerals
 Energy to maximize performance
 Maintain optimum weight
 Optimize nutrition levels
 Avoid harmful chemicals and additives
 Desire to consume a tastier beverage than
water
Socially conscious

Millennials

Support causes that help solve world’s social
problems
Corresponding Features/Benefits
 Electrolytes and carbohydrates
 B vitamins, carbohydrates

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


Aversion to mass-media advertising

technologically savvy
 Counterculture attitude

 Diet enhancement due to fast-paced lifestyle 
Half the calories of fully sugared
beverages
Higher levels of vitamins A, B, C, E,
zinc, chromium, and folic acid
than other products; vitamins
unavailable in other products
All natural ingredients
Six new-age flavors
25 cent donation from each
purchase to Vitamin Angels
Less-invasive online and social
networking promotional tactics
Small, privately held company
Full RDA levels of essential vitamins
and minerals
IV.) SWOT Analysis
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Table A2.3 (SWOT Table)
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a.) Strengths
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b.) Weaknesses
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c.) Opportunities
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d.) Threats
Internal
External
IV.) SWOT Analysis
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The SWOT analysis should be about the product, not the company.

The goal of SWOT for this marketing plan is to help the company
adjust it’s overall strategies for better product placement.
IV.) SWOT Analysis
a.) Strengths
Characteristics of the product that give it an advantage over
others
b.) Weaknesses
Characteristics that place the product at a disadvantage relative
to others
c.) Opportunities
Elements that the product could exploit to its advantage
d.) Threats
Elements in the environment that could cause trouble for the
product

https://www.youtube.com/watch?v=uA5ikRm6yNo
Example: Apple iPhone
Strengths
Patents
Apple awarded design patent for fingerprint unlocking feature
Strong brand name
Functionality
Combined cell phone and iPod; music player features offer all the advantages of iPods
Apps
iPhone can run all kinds of third party programs, making it an extremely useful smartphone
Example: Apple iPhone
Weaknesses
Battery life
Expensive carrier contracts
Reception issues (certain areas)
Example: Apple iPhone
Opportunities
New technology
Growth in emerging markets
Example: Apple iPhone
Threats
Shifts in consumer tastes away from iPhone
Large innovation of Samsung smartphones and Android operating system
Competition
Samsung, LG, Sony
SWOT Table
Table A2.3 (SWOT Table)
Internal
External
Strengths
-
Weaknesses
-
Opportunities
-
Threats
-

Positive
Negative
NutriWater
Strengths

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
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Superior quality
Expertise in alternative beverage
marketing
Social responsibility
Anti-establishment image
Opportunities




Growing market
Gap in the distribution network
Health trends
Anti-establishment image
Weaknesses
 Lack of brand awareness
 Limited budget
Threats



Limited shelf space
Image of enhanced waters
Environmental issues