see attachments

Marketing Plan

Strategic Marketing Management

Student Name

MKT 8301

Name of Company

Address of Company

Email address of company

Phone number of company

Date compiled

Marketing Mix and Integrated Marketing Communications

In your submission, please include the bold headings below:

Product strategy:

Product Characteristics. Elaborate on the product line that you will focus on for the marketing strategy. Remember that “product” includes the following:

a. Goods and services—Include details of your products.

b. Warranties, service contracts--Unique services & warranties offered

c. Product life cycle – Discuss the stage of the product life cycle and how it affects your products

d. New product development – May be relevant in some situations

e. Branding & Packaging. How is branding accomplished within your organization? Do they have specific packaging techniques (physical products)? How effective is their branding strategies? Use of logos, themes, etc.? Use examples to substantiate.

Price strategy:

Price is one of the four major strategy decision variables that a marketing manager controls. Price decisions affect both the number of sales a firm makes and how much money it earns. Price is what a customer must give up to get the benefits offered by the rest of a firm’s marketing mix, so it plays a direct role in shaping customer value.

Pricing Strategies & Tactics.

a. Describe the pricing strategies used by your company.

b. Theoretical aspects of Pricing Strategies. Do your organization’s pricing strategies tend to be below-the-market, at-the-market or above-the-market? Are the customer’s price sensitive? What types of geographic terms, discounts and allowances are offered? What about price reductions? Explain the organization’s pricing rationale.

Promotion strategy:

Promotion is communicating information between the seller and potential buyer or others in the channel to influence attitudes and behavior. The promotion part of the marketing mix involves telling target customers that the right Product is available at the right Place at the right Price. Promotion must be fine-tuned for a specific target market. Promotion must also fit with the other variables in the marketing mix – and it should reinforce the strategy’s differentiation and positioning. As a reminder, differentiation means that the marketing mix is distinct from and better than what is available from a competitor and positioning refers to how customers think about proposed or present brands in a market. A marketing manager needs a realistic view of how customers think about offerings in the market.

Promotional Mix:

Marketing managers can choose from several basic types of promotional methods which include personal selling, advertising, sales promotion, internet marketing, social media, and publicity.

a. Identify what your organization uses in the way of a promotional mix. Are there promotional campaigns, themes and strategies that your company is using or has used in the past?

C. Promotional Mix. Marketing managers can choose from several basic types of promotional methods which include personal selling, advertising, sales promotion, internet marketing, social media, and publicity. Identify what your organization uses in the way of a promotional mix. Are there promotional campaigns, themes and strategies that your company is using or has used in the past?

Distribution or Place Strategy:

Integrated Marketing Communications:

Financial Data:

Provide one or more spreadsheets that detail your marketing budget and the activities that will comprise if for three to five years. Indicate, by category of activity, all planned marketing spending for the execution of your marketing strategy, broken down into as many of the following categories that apply:

--Advertising (creative and media expense)

--Direct marketing (direct mail and/or telemarketing expense)

--Internet marketing (website, banners, social media, etc.,)

--Consumer promotion (discounts, samples, coupons, rebated, contests, etc.,)

--Trade promotion (allowances/discounts to your distribution channels)

--Sales force expenses (salary and fringes, sales materials, commission, travel)

--Public relations (non-paid media)

--Customer service (inbound order taking, customer support, etc.,)

--Other (sponsorships, events, etc.,)

Use your best estimates in this section. Please note that this is not a finance or accounting class.

Organization:

Expansion, Implementation, Evaluation, Control Plan, and Analytics Planning:

a. How will you manage expansion (domestic and/or international)? In terms of implementation and evaluation, what is your timeline? Include an action item list (with dates) to clarify this. What controls will you have in place to manage difficulties and hurdles? Think of contingencies you might have to address this. What analytics will you use to evaluate your marketing efforts? This should refer to website and/or social media efforts and planning.

Conclusions and Recommendations:

a. Include your concluding thoughts and recommendations in this section. Bring it all together in a summation of your marketing plan.

References Page

(Compiled with the two sections of the business plan… continue to add entries throughout)

See APA 7th edition guidelines on how to format references on a reference page.