©2016DrYahyaAlavi
Marketing Plan
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Dr Yahya Alavi - PhD
www.alavi.ac
©2016DrYahyaAlavi
1. Executive Summary
i. Business definition
ii. Scope
iii. Goals
iv. Strategies
v. Budget
©2016DrYahyaAlavi
2. Situation Analysis
i. Competitive Analysis • Matrix
ii. Company Analysis • Strengths• Weaknesses
iii. Product Analysis
• Feature-benefit ladder
iv. Customer Analysis • Importance ratings& Perception ratings • Buying process
v. Market Analysis • Opportunity by customer type
©2016DrYahyaAlavi
3. Strategy
i. Segmentation • Demographic • Geographic• Behavioral• Psychographic
ii. Targeting
• Opportunity by segment
iii. Positioning • Five-box chart • Reasons to believe (RTBs)
iv. Goals
• Specific • Measurable
• Attainable • Relevant
• Time bound
©2016DrYahyaAlavi
4. Tactics
i. Products and Services •Features•Performance •Design •Customer experience
ii. Pricing
• Value analysis • Recommended prices
iii. Price Communication
• Who• What • Why• When • Where
©2016DrYahyaAlavi
iv. Promotion• Objectives
Ø Basic awarenessØ Top-of-mind awareness Ø Information awareness Ø Image awareness Ø Behavioral awareness
• Media Ø ChannelØ Frequency
v. Social Media
• Listen • Join• Shape
vi. Channel
• Length • Breadth • Depth
©2016DrYahyaAlavi
vii. Financials
• Revenue projections • Budget
5. Implementation
i. Timing and Responsibility
6. Measurement
i. Key performance indicators ii. Breakeven analysis
iii. Customer lifetime value analysis