Marketing Plan Outline

Executive Summary (1 page)


• The executive summary should be no more than 1 page (this does NOT count in your page total).
• This is an overall summary of the report highlighting the key findings.
• This is one page that a CEO might read to grasp the key concepts of your ideas. In a competitive world, this may be the only chance you get to convince them of the merit to your proposal so it should be able to stand-alone.
• This will briefly summarize your discussion of the topics, and highlight your key strategies and recommendations.

  1. Market Summary (< 1 page)
    a. What is your basic product idea?
    b. What product market are you in?
    i. Most likely you are selling your water to UAE consumers…so a brief description of that market would be required. This sets the scene for your next section.
    ii. You could consider some basic demographics of your market here.
  2. Opportunity & Threat Analysis (4 to 5 pages)
    a. Include a PESTE (external environment) analysis
    i. Include a summary table with rankings of importance
    b. Competitor analysis
    i. Describe and profile (e.g. target markets, key features, prices, and any market share estimates) key direct AND indirect competitors
    ii. You will want to identify where you competitors are strong and where they might be weak.
    iii. Summary table
    c. Opportunity/threat summary and plan
  3. Consumer Analysis and Target Profile (2 pages)
    a. Needs Analysis
    i. Consider: Do consumers seek to fulfill utilitarian, emotional, symbolic or social needs with this product?
    b. Segmentation, Targeting and Positioning
    i. Describe your chosen target market(s) “group of people, not all society”, objectives and strategy
    ii. Describe your positioning strategy
    iii. Provide a perceptual map
  4. Marketing Mix Strategies (4 pages)
    a. Product & Branding Strategy  consider:
    i. Product Mix
    ii. Specify core, actual, augmented product
    iii. Brand name and strategy,
    b. Pricing Strategy  consider:
    i. New product pricing strategy
    ii. Specify the price (are you using value-, cost-, or competitor-based? Explain)
    iii. Product mix pricing
    iv. Price-adjustment strategies
    c. Marketing Communications Strategy  consider:
    i. Marketing Communication Objectives (e.g. awareness)
    ii. Promotion Mix (what mix of our tools will you use?)
    iii. Develop and display at least one sample message (e.g. advertisement) to communicate with your target audience.
    d. Distribution Strategy
    i. Distribution objectives
    ii. How will your product be distributed? Explain each channel.
    iii. What intermediaries will be used?
    iv. Reverse channel?

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