Basic Marketing: Marketing Plan: Dr. B.Dutta Gupta

Basic Marketing :
Marketing Plan
Dr. B.Dutta Gupta

Marketing
( Driving) Plan
Marketing Plan: Process
Market Situation
Analysis
Marketing
Objectives
Mission
Statement
Reporting Marketing
Strategies
Marketing
Activities
Organization
Financial
Projections
What is a marketing plan?
 A marketing plan is a written document that
details the necessary actions to achieve one
or more marketing objectives. ...
 the part of the business plan outlining the

marketing strategy for a product or
service.
Market, Consumer
Marketing Plan
To carry out their responsibilities, marketing managers follow a
marketing process. Working within the plans set by the levels above
them, product managers come up with a marketing plan for individual
products, lines, brands, channels, or customer groups. Each product
level
( product line, brand) must develop a marketing plan for achieving its
goals.
A marketing plan is a written document that summarizes what the marketer

has learned about the marketplace and indicates how the firm plans to
reach its marketing objectives. It contains tactical guidelines for the
marketing programs and financial allocations over the planning period.
It is one of the most important outputs of the marketing process.
Page 60, Marketing Management, 12e,Philip Kotler

Test Yourself
 A major tool of marketing is a plan of the company's
current market situation, objectives, strategies,
activities and its organization to determine problem
areas and opportunities. This tool is called the
 A. Marketing audit
 B. Strategic plan
 C. Profitability plan
 D. Marketing plan
Test Yourself
 A major tool of marketing is a plan of the company's
current market situation, objectives, strategies,
activities and its organization to determine problem
areas and opportunities. This tool is called the
 A. Marketing audit
 B. Strategic plan
 C. Profitability plan
 D. Marketing plan 
Marketing Plan
Contents of the Marketing Plan :
Market situation analysis

Marketing objectives
Mission Statement
Marketing strategies
Marketing Activities
Financial projections
Marketing organization
Reporting (Implementation & controls)
Copyright BDG
Test Yourself
 Which of the following is not a part of a
marketing plan?
a. Market situation analysis
b. Mission Statement
c. Marketing strategies
d. Share holders strategy
Test Yourself
 Which of the following is not a part of a
marketing plan?
a. Market situation analysis
b. Mission Statement
c. Marketing strategies
d. Share holders strategy 
questions
 Situation Analysis
 Who is our customer?
 What is the customer’s and stake holder’s
situation?
 What are our strengths and weaknesses?
 What are the market opportunities and threats?
 What is the current market situation of our
products ?
 Who are our key competitors?
questions
 Marketing Objectives
 What will be our sales target? For next
year? For next three years?
 What will be our market share?
 On which date do we plan launch our new
product A? Where?

questions
 Mission Statement
 What is the mission or vision of our
company?
questions
 Marketing Strategies ( 4Ps)
 What are our strategies for specific areas, such as
 Product,
 Price,
 Placement(Distribution),
 Promotion
 ( Marketing Communications, Advertisement) ?
questions
 Marketing Activities?
 What activities shall we do to achieve our
objectives?
 Prepare monthly marketing activities plan
based on our strategies, e. g.,
Advertisement plan, Participation in
Trade Shows, Road Shows, etc
questions
 Financial Projections
 Prepare financial projections for each
product or brand or service:
 1. Monthly sales target ( per product, brand
or service ; per region; per sales person)
 2.Monthly expense projections ( for
marketing and sales activities)

questions
 Marketing Organization :
 What is our present manpower situation and
how many marketing and sales personnel
do we need?
 Prepare a organization chart
questions
 Reporting:
 Who reports, what, to whom and when?

 Prepare a reporting plan_
Annual Marketing Plan : Year 2009-10
Market Situation
Step 1 Analysis
Marketing
Objectives
Tools for Situation Analysis
 SWOT analysis
 PEST analysis
 Michael E Porter's five forces of
competitive position model
 Ansoff Matrix
 BCG growth share matrix
SWOT Analysis Framework
Market Environmental Scan

/ \
Internal Analysis External Analysis
/ \ / \
Strengths Weaknesses Opportunities Threats
SWOT Matrix
Market Environmental Scan
Location : Salt Lake
It houses a multiplex and an
assortment of around 250
establishments
It is open to everyone all income
and age groups.
Branded stores rub shoulders with
their unbranded cousins, the muri –
wala and chayer dokan (Tea
Junction) reach out to visitors along
with café coffee day, pizza hut.
SWOT Matrix
What are your
strengths/weaknesses?
 What are your strengths?  What are your
Unique product weaknesses?
 Location of your business  Location of your business
 Patents, know-how, trade  Lack of quality and
secrets customer service
 Worker's unique skill set  Poor marketing and sales
 Corporate culture,  Access to resources
company image  Undifferentiated products
 Quality of your product or services
 Access to financing
 Operational efficiency
What are your
opportunities/threats?
What are my opportunities? What are my threats?
 A new emerging or
 New competition in the
developing market (niche market, possibly with new
product, place - new products or services
country, less competition)  Price wars
 Merger, joint venture, or  Economic conditions
strategic alliance  Political changes
 Market trends  Competitor oligopoly or
 New technologies monopoly
 Social changes (for example  Taxation
demographics)  Availability of resources
SWOT for PIZZA HUT
SWOT for PIZZA HUT
 Strengths  Weaknesses
 Part of the largest  Pizza is not Asian food ,
restaurant chain in the  Can not eat when cold
world : Brand leader  Lack of organic pizzas
 Very Expensive
 Family restaurant : Franchise ,needs Rs.1.5
food for old & young. crore
 Innovative range of  Located only in selected
pizzas places
 Sound financial  Difficult to get good
ingredients from local
situation
market
SWOT for PIZZA HUT
 Opportunities  Threats
 New Pizzas : Small size
pizzas
 Rising competition:
 Organize kitty party,
Dominos pizza,
office lunches, etc. McPizza, etc.
 Home delivery  Rising cheese costs
 New technologies : frozen threaten margins;
pizzas, Ready to eat pizza  Govt. may tax fancy
 Order Pizza online from food restaurants
my mobile ,so it will be
higher than ordinary
ready when I arrive
restaurants.
Thank You
End of part 1

Basic Marketing: Marketing Plan: Dr. B.Dutta Gupta

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Basic Marketing :

Dr. B.Dutta Gupta

 the part of the business plan outlining the

A marketing plan is a written document that summarizes what the marketer

It is one of the most important outputs of the marketing process.

Page 60, Marketing Management, 12e,Philip Kotler

Market situation analysis

 Who reports, what, to whom and when?

Market Environmental Scan

Internal Analysis External Analysis

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