Page 1 of 2
\nMarketing Plan (Complete written report)
\nPART 3
\nCOMPLETE
\nPROJECT
\nYOU CAN
\nSUBMIT
\nDRAFTS FOR
\nREVIEW
\n(optional)
\nMarketing Mix
\nThis is a critical section of the report and involves the most creativity. It
\nincludes designing a marketing mix program that achieves your objectives
\nand is tailored for your target market(s). Recall that the marketing mix
\nconsists of the 4Ps: Product; Price; Place Promotion, and, if a service, may
\ninclude another three: People; Process and Physical Evidence. Include
\ncultural diversity factors in the development of the marketing mix.
\nProduct
\nThe product section details a description of the product or brand, its
\npackaging, and its attributes. Product life cycle considerations
\n(introduction\/growth\/maturity\/decline stage) should be mentioned if they
\naffect your marketing plan. Of critical importance in this discussion is the
\ncompetitive advantage of your product or brand or if it might be purchased
\ninstead on the basis of its utility and perceived value, convenience, etc.
\nPlace
\nPlace refers to how your product is distributed. This section discusses and
\njustifies the channels in which you plan to sell your product.
\nPrice
\nThe discussion of price begins with a statement of the selling price of the
\nproduct and its justification. It should include your total cost per item and
\nthe profit margin. You might also consider bulk sales and special discounts
\n(as a promotional tactic.) Keep in mind: How much pricing freedom do you
\nhave for your product? What are some of the key constraints? What type of
\npricing strategies will be used for your product? What type of pricing (not
\npromotional) discounts or allowances should be offered to the trade or to
\nconsumers?
\nPromotion and Participation
\nThe promotion discussion consists of a description and justification of the
\nplanned of your planned promotional mix. It is useful to explain the
\n\u201cumbrella theme\u201d of your promotion and to include examples of specific
\npromotional tactics you plan to employ, e.g., promotion as event; personal
\nselling to specific target groups, print ads in the local school paper, use of
\nuniversity radio and TV, press releases with photos to local newspapers,
\nsocial media, digital marketing efforts, etc.
\nDevelop a cohesive promotional plan and address how each element of the
\npromotional mix addresses trade, end users or both.
\nFinancial Analysis
\nThe marketing plan should contain estimates of major marketing costs,
\nincluding the cost of developing and producing promotional materials, print
\nad insertions, marketing research, booth rentals, postage, incentives,
\npackaging, team garb, and transportation, etc.
\nSummary (Conclusion)
\nPage 2 of 2
\nThis brief section is similar to the Executive Summary but states more fully
\nthe justification for financing the plan. It also reminds the reader of the
\noutcome sought in the plan and benefits accrued.
\nEVERY
\nPART
\nSHOULD
\nHAVE
\nREFERENCES
\nand, if
\napplicable,
\nAppendices.
\nReferences
\nAll material cited in the paper must be from legitimate sources, either peer reviewed scholarly publications, or published cases, white papers, case
\nstudies, research analysis, trade reports, etc. Do NOT include material that
\nis irrelevant to your topic. Ensure that all in-line citations in your text have a
\nreference, and vice-versa. Citations must be in APA format. Wikipedia is not
\nan acceptable reference.
\nAppendices
\nInclude detailed financial analysis, large graphs and tables in this section.<\/p>\n","protected":false},"excerpt":{"rendered":"
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