Example of a product marketing plan
1. Executive Summary and Table of Contents: A short summary of the main objectives and recommendations of the plan. The executive summary is intended to enable higher levels of management to quickly grasp the main points of the plan. The executive summary is followed by a table of contents
2. Current marketing situation: presents background information on the market, product, competition, distribution, and macro environment. This information is derived from a SWOT analysis (opportunities, threats, strengths, weaknesses)
3. Opportunity and problem analysis: presents the main opportunities from the SWOT analysis and identifies the key issues affecting the organization's purpose
4. Objectives: describes the financial and marketing objectives in the plan, indicating sales volume, market share, profit and related indicators
5. Marketing Strategy: defines the target market, i.e. the group of people who have a need for and are satisfied with the company's supplies. Then determine the positioning of the product line, which forms the "game plan" in order to accomplish the objectives of the program. In developing the strategy, the product manager should consult with others in the organization, such as purchasing, manufacturing, sales, finance, and human resources, to ensure that there is appropriate support throughout the company to make the plan work.
6: Course of action: the marketing plan must specifically describe the specific and practical marketing programs to be undertaken to achieve the marketing strategy. For each marketing strategy must galaxy answer the following questions: what will be done? When will it be done? Who will do it? What is the cost? What is the measurement of this program?
7: Financial objectives: in the action plan should focus on the budget to support the program. On the revenue side, point out the estimated number of sales and the average realized price. On the expense side, point out production costs, physical distribution costs and marketing expenses, and the detailed items that break it down further. The difference between revenues and expenses is the projected profit. Once the budget is approved, it is the basis for planning and for scheduling material purchases, production scheduling, manpower replenishment, and marketing activities.
8: Execution Control: The final part of the marketing plan outlines the controls that are used to oversee the planning process. Usually, goals and budgets are set on a monthly or quarterly basis. Higher levels of management review these notations each period. Some controls contain contingency plans, that is, they contain the strategic steps that management should take in the event of special adverse circumstances.