Marketing Plan: CAPM Prep Pilot Program

# Team Assigned
1 Editor Table of Contents
2 Marketing I. Executive Summary - Summarize the main issues and recommendations in the Plan, starting with a brief description of the product/company
3 II. Situation Analysis CURRENT SITUATION
4 Secondary Research A. Demand - How is demand stimulated for this product? Derived Demand? Etc?
5 Secondary Research 1. Customer Profile (potential target market/nature of demand)
6 Secondary Research 2. Market Size (geographic and population range/extent of demand)
7 Secondary Research 3. Purchasing Behaviour How is your product purchased? What type of purchase? (modified re-buy, new, etc). What elements are involved in the selection process?
8 Secondary Research B. Competition
9 Secondary Research 1. Product
10 Secondary Research a. Generic /Indirect Market (broadly different needs-satisfying products)
11 Secondary Research b. Product /Direct Market (fairly similar needs-satisfying products)
12 Finance 2. Price
13 Finance a. Cost - Issue: What does it cost your competitors to produce their product?
14 Finance b. Wholesale Price - Issue: What is the wholesale mark-up for your competition?
15 Secondary Research 3. Distribution
16 Secondary Research a. Channel Type (sell direct to the businesses, or through intermediaries?)
17 Secondary Research b. Logistics (what is involved in delivering this product?)
18 Creative 4. Promotion
19 Creative a. Advertising Issue: How does your competition advertise its product?
20 Creative b. Sales Promotion Issue: What other kinds of promotion do your competitors use?
21 Secondary Research 5. Market Share
22 Creative 6. Product Differentiation
23 Secondary Research C. Environmental Climate (not every item will be relevant for every plan)
24 Secondary Research 1. Social/Cultural
25 Secondary Research 2. Economic
26 Secondary Research 3. Technological
27 Secondary Research 4. Political/Legal
28 III. Recommendation DO NOT REPEAT THE ABOVE
29 Team A. Mission Statement of your company (clear, short, concise, specific to your firm)
30 Marketing B. Marketing Research
31 Marketing C. Product Issue: What exactly are you selling and to whom?
32 Marketing 1. Product Strategy: Core, Actual, Augmented Product (describe the actual product)
33 Marketing 2. Target Market
34 Marketing 3. Targeting Strategy
35 Marketing 4. Product Positioning
36 Marketing 5. Product Differentiation
37 Finance D. Price Issue: What will it cost your customer? How will you/they make a profit?
38 Finance 1. Pricing Strategy (1. Profit 2.a. Sales/penetration 2.b. Sales/skimming 3. Status quo)
39 Finance 2. Actual Price (What are you going to charge - institutions; What will end-users be paying?)
40 Marketing E. Distribution
41 Marketing 1. Distribution Strategy (market exposure: intensive, selective, or exclusive?)
42 Marketing 2. Channel Type (Direct or Indirect?, what kind of intermediaries are involved?)
43 Marketing 3. Service Level
44 Creative F. Promotion Issue: How will people find out about your product?
45 Creative 1. Advertising - Objectives and Strategies
46 Creative 2. Sales Promotion - Objectives and Strategies
47 Finance G. Budget Issue: What kinds of costs will you have and how will you get the money?
48 Finance 1. Financial Statements - (Income, Balanced Sheets, etc. ) for a period of time
49 Finance 2. Break-even Calculations
(N.B. This is a learning exercise and you may not need, or be able to get full fledged budgets. Look for figures where you can; if you cant get them, logically estimate them.)
IV. Appendices (Include here any calculations, financial back-up materials, charts, etc. that support your Plan)
Teams
MARKETING CREATIVE FINANCE
PRIMARY
RESEARCH
SECONDARY
RESEARCH
EDITOR
I. Executive Summary - Summarize the main issues and recommendations in the Plan, starting with a brief description of the product/company
3. Purchasing Behaviour How is your product purchased? What type of purchase? (modified re-buy, new, etc). What elements are involved in the selection process?
a. Cost - Issue: What does it cost your competitors to produce their product?
b. Wholesale Price - Issue: What is the wholesale mark-up for your competition?
Issue: How does your competition advertise its product?
Issue: What other kinds of promotion do your competitors use?
1. Product Strategy: Core, Actual, Augmented Product (describe the actual product)
1. Pricing Strategy (1. Profit 2.a. Sales/penetration 2.b. Sales/skimming 3. Status quo)
2. Actual Price (What are you going to charge - institutions; What will end-users be paying?)
2. Channel Type (Direct or Indirect?, what kind of intermediaries are involved?)
Issue: What kinds of costs will you have and how will you get the money?
1. Financial Statements - (Income, Balanced Sheets, etc. ) for a period of time
(N.B. This is a learning exercise and you may not need, or be able to get full fledged budgets. Look for figures where you can; if you cant get them, logically estimate them.)
IV. Appendices (Include here any calculations, financial back-up materials, charts, etc. that support your Plan)
SWOT
Analysis