WHAT DOES A MARKETING PLAN INCLUDE?

EXECUTIVE SUMMARY & TABLE OF CONTENTS1. Brief summary of the goals and recommendations2. Outline of the rest of the plan

1. 4C Framework: Customer,Competitor,Company,Context2. SWOT analysis

1.Define the mission, marketing, financial objectives, groups and needs that the market offerings are intended to satisfy.

FINANCIAL PROJECTIONS

1.Sales forecast

2.Expense forecast

3.Break-even analysis

1. Outlines the controls for monitoring & adjusting implementation of the plan.2. Formulate goals & budgets for each month or quarter.

MARKETING PLAN CRITERIA

1.Is the plan simple?

2.Is the plan specific?

3.Is the plan realistic?

4.Is the plan complete?

Created by Santa Nibedita, CET Bhubaneswar, during an internship by Prof. Sameer Mathur, IIM Lucknow.

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