©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