Marketing Plan Outline

Marketing Plan Outline

I. Overview and Goals of Business Strategy

A. Overview of Business Strategy

B. Goals of Business Strategy

1. Creating a Strong Brand

2. Building a Strong Customer Base

3. Increasing Product/Service Sales

II. Bazaar Analysis

A. Target Market(s)

1. Demographics

2. Psychographics

3. Niche bazaar specifics

B. Competition

1. Description of Major Competitors

2. Assessment of Their Strengths/Weaknesses

C. Bazaar Trends

1. Industry Trends

2. Target Bazaar Trends

D. Bazaar Research

1. Methods of Research

2. Database Analysis

3. Summary of Results

III. Business Strategy

A. General Description

1. Allocation of business efforts (% account committed to online v. offline)

2. Expected acknowledgment on advance from best cogent components

B. Method of Sales and Distribution

1. Stores, offices, kiosks

2. Catalogs, absolute mail

3. Website

C. Packaging

1. Quality Considerations

2. Packaging

D. Pricing

1. Price strategy

2. Competitive position

E. Branding

F. Database Business (Personalization)

164 18 Steps for Starting Your Business

G. Sales Strategies

1. Absolute Sales

2. Absolute Mail

3. Email Marketing

4. Affiliate Marketing

5. Reciprocal Marketing

6. Viral Marketing

H. Sales Incentives/Promotions

1. Free Samples

2. Cash Back Coupons

3. Sweepstakes

4. Online Promotions

5. Add-ons

6. Rebates

7. Other

I. Advertising Strategies

1. Traditional Advertising (TV, Radio, Print, Extreme)

2. Web Advertising/New Media (Banner Ads, PDA Advertising,

Portals/Vortals, Interactive Television

3. Long-term Sponsorships

J. Public Relations

1. Building an Online Presence (Communities, Chats, Message Boards)

2. Contest (online and offline)

3. Press releases (print, radio, television, online)

4. Interviews (online newsletters and websites, print, radio, television,

chat rooms, online events)

K. Networking (memberships and administration positions)

IV. Customer Service

A. Description of Customer Service Activities

B. Expected Outcomes of Achieving Excellence

V. Implementation of Business Strategy

A. In-House Responsibilities

B. Out-Sourced Functions

1. Advertising, Public Relations, Business Firms

2. Advertising Networks

3. Other

VI. Assessment of Business Effectiveness*

*Note: Assessment is for absolute businesses and is added afterwards alternate evaluations.