Snapshot Marketing Plan

i. Executive Summary

The Executive Summary briefly states who you are, what you do, and why you want a plan. It provides a direction and helps keep us on the same page.

ii. Background/History

The events that have led you to where you are today, particularly those pertinent to what problems you want solved.

iii. The Challenge

In research, the most important part of the procedure is defining the problem. The Challenge gives a target to hit.

iv. Situation Analysis/Company Analysis

a. Customer Analysis

Who is your customer? Sounds like an easy question, but it usually is not. Very specifically who is your target customer and why? How many of them are in your marketplace (volume)? What do they look like, where are they from, how many kids do they have, what are their hobbies (demographics)? What kinds of lifestyles, habits and feelings do they have that make them tick (psychographics)?

b. Competitor Analysis

Who are you directly and indirectly competing against? How many are there, and what strategies are they employing?

c. Positioning

Are you Pepsi, Coke, Sam’s Choice or Perrier and who are you up against?

d. Collaborators

What partners, distributors, or other supportive resources are a part of your business model and/or at your disposal?

e. Climate/Macro-environmental

PEST analysis Break out your marketing textbook folks. This category shows you what other outside forces affect you politically, economically, socially, and technologically.

v. SWOT Analysis

There are few tools that are so simple, effective and overlooked as SWOT. It stands for Strengths, Weaknesses, Opportunities, and Threats. What is good and bad internally. What external resources could be employed to benefit you and what threatens your firm.

vi. Market Segmentation

Here your customers are redefined and listed in terms of priority.

vii. Alternative Marketing

Strategies This section lets you know the research paths and strategies that were considered before Boehm arrived at the recommended strategy.

viii. Selected Marketing Strategy

Here is your road-map to success. Meet your goals, beat the competition. Sweep customers off their feet and keep them coming back for more.

a. Product

What you are selling, your Unique Selling Proposition, Brand Strategy, and how it is leveraged.

b. Price

Analysis of costs, profit needed, break-even point and pricing strategy.

c. Distribution (Place)

Location, location, location…and distribution. Retailers, wholesales, distributors, virtual and physical placement. Here we look at the best distribution channels available.

d. Promotion

What kinds of advertising will best suit your customer, let’s plan your media. Public relations, publicity, coupons, innovations, other solutions available and the most probable methods for success.

ix. Step by Step Marketing Plan

The above actionable items broken down into fool proof steps.

x. Short & Long-Term Projections

What should be expected and what needs to be accomplished in the short and long term.

xi. Conclusive Summary

xii. References

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