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Marketing Plan Template Fall 2011

Marketing Plan Template Fall 2011 - A Template for...

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A Template for Developing a Marketing Plan MKT 4337: Marketing Management Texas State University-San Marcos Objective for Fall 2011 Marketing management teams are tasked with the responsibility of developing a marketing plan for a new product introduced by a company of their choice. The following requirements apply for this semester: The proposed product should be a line extension of an existing consumer packaged good (CPG) o CPGs are consumed and purchased on a frequent basis o Examples include food, beverages, personal care products, cleaning products, etc. o The CPG industry in North America is valued at more than $2 Trillion ; however, there is intense brand competition as several markets are saturated and consumers have an abundance of alternative offerings o The new product should retail for less than $5 per unit The chosen company should be a publicly traded company. Make sure that the proposed product is consistent with the chosen company/brand Based on research, develop marketing goals and objectives. Then , develop marketing mix strategies and tactics to achieve stated goals and objectives. Primary research is highly recommended. The timeline for the plan should be one year from the date of proposed product launch . Note: This document is a “template.” Not all sub-sections may be relevant for your current project. Conversely, there may be some additional information that may need to be included. 1
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Illustrative Outline for the Marketing Plan Report Executive Summary (done last – one page summary of the entire project; use persuasive language to “sell” ideas to the reader) Table of Contents Introduction Situation Analysis SWOT Analysis Marketing Goals and Objectives Marketing Strategy Development Target Market Strategic Specification Positioning Statement Marketing Mix Product/Brand Price Distribution Promotion Marketing Implementation and Control One-Year Implementation Schedule Marketing Costs, Revenue, and Profitability Conclusion References Appendix 2
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INTRODUCTION Introduction of the firm, the new product, proposed marketing strategy, and performance expectations. SITUATION ANALYSIS INTERNAL (FIRM) ENVIRONMENT 1) Brief History 2) Mission/Vision 3) Describe Current and Anticipated Cultural/Structural Issues What is the prevailing culture in the firm and how does the culture affect marketing strategy development and implementation? (Consider the firm's level of customer orientation, emphasis on short-term vs. long-term planning, willingness to embrace change, internal politics and power struggles, importance of the marketing function, changes in key executive positions, general employee satisfaction and morale) 4) Describe Current Product Lines, Brands, and Markets 5) Describe and Analyze Current Marketing Goals and Objectives Are they consistent with the firm's mission and recent changes in the marketing or customer environments? Explain how the goals and overall strategy have changed in recent years.
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