Below is the  Marketing Plantemplate body. If necessary, please put the personal information, company information, such as text to replace the specific content you need. you can download the .doc template file on the end of the article by click download link. 




[YOUR COMPANY NAME]

MARKETING PLAN






Prepared for:


[SPECIFY]




Prepared by:


[YOUR NAME]
[YOUR TITLE]









[DATE]
Table of Contents

Statement of Confidentiality & Non-Disclosure	3

EXECUTIVE SUMMARY	4

1.	 SITUATION ANALYSIS	5
1.1	 Industry Analysis	5
1.2	 Sales Analysis	6
1.3	 Competitive Analysis	7
1.4	 Customer Analysis	9
1.5	 SWOT Analysis	9
1.6	 Analysis of Marketing Activities (if applicable)	10
2.	 OBJECTIVES	12
2.1	 Corporate Objectives	12
2.2	 Marketing Objectives	12
3.	 MARKETING STRATEGY	13
3.1	 Market Segmentation Strategy	13
3.2	 Targeting Strategy	13
3.3	 Product Life Cycle	14
3.4	 Potential Strategies	14
3.5	 Core Strategy	15
4.	 MARKETING PROGRAMS	17
4.1	 Marketing Mix	17
4.2	 Loyalty Programs	20
4.3	 Customer Service & Support	20
4.4	 Market Research	20
4.5	 Personal Selling	20
4.6	 Trust and Credibility	20
4.7	 Trade Promotions	20
5.	 IMPLEMENTATION PLAN	21
5.1	 Product Design and Development	21
5.2	 Marketing & Sales	21
5.3	 Distributors	25
5.4	 Resource Requirements	25
5.5	 Scheduling	25
6.	 PERFORMANCE EVALUATION AND MONITORING	27
6.1	 Monitoring Ad Campaigns	27
6.2	 Sales Analysis	29
6.3	 Profit and Loss Statements	31
6.4	 Meeting Schedule	31
6.5	 Customer Profiling	31
6.6	 Salesforce Evaluation	32
7.	 FINANCIAL INFORMATION	34
7.1	 Financial Capsule	34
7.2	 Financial Assumptions	34
7.3	 Budget	34
7.4	 Sales Projections (5 years)	36
8.	 CONTINGENCY PLANS	38
8.1	 Symptoms of Failure	38
8.2 	Alternative Strategies	38
APPENDICES	39
Statement of Confidentiality & Non-Disclosure


This document contains proprietary and confidential information. All data submitted to [RECEIVING PARTY] is provided in reliance upon its consent not to use or disclose any information contained herein except in the context of its business dealings with [YOUR COMPANY NAME]. The recipient of this document agrees to inform its present and future employees and partners who view or have access to the document's content of its confidential nature.

The recipient agrees to instruct each employee that they must not disclose any information concerning this document to others except to the extent that such matters are generally known to, and are available for use by, the public. The recipient also agrees not duplicate or distribute or permit others to duplicate or distribute any material contained herein without [YOUR COMPANY NAME]'s express written consent.

[YOUR COMPANY NAME] retains all title, ownership and intellectual property rights to the material and trademarks contained herein, including all supporting documentation, files, marketing material, and multimedia.

BY ACCEPTANCE OF THIS DOCUMENT, THE RECIPIENT AGREES TO BE BOUND BY THE AFOREMENTIONED STATEMENT.

EXECUTIVE SUMMARY


The Executive Summary is a synopsis of the entire marketing plan. Since some investors only read this section to determine whether they should spend more time evaluating your plan (and company), it should highlight the main elements of your plan and business strategy, and create a desire to read the rest of the document. 

Briefly summarize the following:
Current Situation, Company Mission & Objectives
Product/Service Description
Marketing Objectives
Major Marketing Programs & Strategy
Expected Marketing and/or Financial Results
Keys to Success

The subjects above should contain the answers to the following questions:  
Who? (who is your company? who is target customer?)
What? (what is the product or service offered?)
Where? (where is your market located? where will you be implementing your marketing activities?)
When? (when will your plan be implemented? when do you expect the results?)
How much? (how much profit, sales, ROI to you expect?)

1.		SITUATION ANALYSIS

1.1		Industry Analysis

					1.1.1	Market Characteristics
- Market size (in dollars and/or production units) and growth rate (annual rate in percentage) by geographical region or sales territory
- Market potential, industry/expert forecasts
- History of market (how it has evolved), market stage (e.g. new market, mature market, etc.)
- Industry structure
- Level of competition, dominant players, presence of conglomerates, noticeable past failures, noticeable new entries
- Trends in supply and demand 

					1.1.2	Trends and Drivers
- Major industry trends, fashion and fads
- Major drivers of change
- Changes in use of product
- New categories of product users
Based on demographics such as age, gender, income, education, occupation, etc. 
Based on psychographics such as benefits desired, habits, values, attitudes, lifestyle, behavior, opinions, etc.

- Demand cycles, seasonality effect (summer vs. winter), special occasions, and worldwide events

					1.1.3	Legal, Political & Economical Factors
- Present and future laws and policies affecting your business and market
- Presence of government agencies and regulating bodies
- Corporate tax shelters
- Government spending
- Effects of taxation, inflation, monetary policies (e.g. interest rates), exchange rates
- International trade developments (e.g. FTAA, EU, etc.)
- Political climate (e.g. stable, war setting, etc.) and stability of government

					1.1.4	Sociocultural Factors
- Lifestyle and sociocultural changes
- Environmental concerns
- Changes in use of disposable income
- Living conditions (amenities, utilities, pollution)
- Level of social mobility (movement of individuals from one societal class to another)
- Degree of rural migration (movement of population from rural areas to cities) and urban sprawl (spreading of the population and development into rural areas)

					1.1.5	Technological Factors
- Breakthrough technologies or processes, technologies under development
- Rate of technological innovation
- Relative cost of technology, research and development
- Industry dependence on technological factors, impact of technological innovation
- Energy use






1.2		Sales Analysis

- Economic growth and profitability of industry vs. your growth and profitability
- Evolution of sales, market share, variable costs (labor, raw materials, energy, etc.)
- Evolution of marketing expenditures and profit margins of your company product(s) over last 5 years compared to industry figures 
	By product family or by product SKU (each model, version, format, etc.)
	By sales territory or by any other unit pertinent to your company

- Summarize the elements above in table format (calculation formulas provided in parenthesis):


Product A


Year -5
Year -4
Year-3
Year-2
Year -1

A
Industry Sales







B
Company Sales







C
Market Share







D
Average Selling Price 







E
Variable Costs (per unit)







F
Gross Margin per unit (D - E)







G
Number of Units Sold
(A x C)







H
Gross Revenue
(D x G)







I
Total Gross Margin
(F x G)







J
Marketing Expenses







K
Other Expenses







L
Net Profits
(I 闁?J 闁?K)








TABLE 1. Product A Sales History
- Distribution trends and developments
- Types of distribution channels used in market and breakdown of sales generated through each channel
Breakdown for industry
Breakdown for your company

- Distribution costs through different channels

1.3		Competitive Analysis

					1.3.1	Competitive landscape
- Indicate level of competition in industry (e.g. fierce, moderate) and number of competitors
- Indicate volatility of competition in industry: number of yearly new players and failures
- Describe type(s) of competition affecting your business (product/service competition, competition at the level of corporate/marketing strategy or business model, or competition based on specific attributes such as price, quality, features, etc.)
- Identify the industry闁炽儲鐛?competitive barriers to overcome and state how your company has dealt or will deal with them
- Identify potential sources of competitive advantage

					1.3.2	Key Players
- Identify main sources of competition (direct competitors, indirect competitors, substitutes, potential entrants, related products) and evaluate relative intensity of competition arising from each source 
- Identify major competitors and lesser competitors and list them in categories based on source type (refer to above item) and/or based on their threat level
- Identify the factors that give power to competitors (e.g. marketing strategy, superior product, established company, strong financial backing, expertise, relationship with key industry members, etc.). Identify the strategies and/or market conditions that have allowed competitors to achieve good results and, if applicable, what has caused them to fail

					1.3.3	Key Players vs. Your Company
- Select your main competitors and compare them to your company. Evaluate the performance of their marketing activities and identify the intensity and type of threat they pose, main strategies, recent initiatives and offensive tactics (directed towards your company). Briefly analyze the following elements and compare them to your company: 

Product/service offering (characteristics, features, benefits)
Size (in terms of sales, market share, infrastructure and customer base)
Objectives
Strengths and weaknesses
Brand equity: customer loyalty, brand image, brand awareness, brand recognition and brand reputation
Past, present and future strategies 
Marketing strategies (positioning, branding, advertising, media expenditures)
Probable actions in response to market changes and to your company
Efficiencies in cost structure (e.g. economies of scale or scope, streamlined processes, JIT, etc.)
Degree of vertical integration
History of innovations
Strength of management
Strength of distribution 
Financial resources

- Summarize key competitor information in the following table:

Direct Competitors
Market
Share
Product
or
Service Description
Product
or Service Features
Strengths
Weaknesses
Marketing Strategy
Aggressiveness (High, Low, Medium)
Threat Level
(High, Low, Medium)

Competitor 1









Competitor 2









闁?br/>








Indirect Competitors









Competitor 3









Competitor 4









闁?br/>








Substitutes










Competitor 5









Competitor 6









闁?br/>








Potential Entrants









Competitor 7









Competitor 8









闁?br/>








Related products









Competitor 9









Competitor 10









闁?br/>









TABLE 2. Main Competitors

					1.3.4	Competitive Advantage
- Describe your competitive capabilities, resources and competitive advantage(s)
- Compare your core competencies in relation to that of competitors

					1.3.5	Strategic Group Map 
- Construct a strategic group map of competitors in your industry (see Figure 1 below):
Identify the main characteristics that differentiate firms in the industry (e.g. price/quality, product assortment, number of segments served, geographic coverage, degree of vertical integration, number of distribution channels, customer service orientation, etc.).
Draw a 2-axis map with 1 differentiating characteristic per axis.
Plot the competitors on the map.
Group competitors that fall in the same region by encircling them. The size of the circle should be proportionate to the group闁炽儲鐛?total market share. 
OR
Encircle individual competitors. The size of the circle should be proportionate to that company闁炽儲鐛?relative market share.






















FIGURE 1. Strategic Group Map


1.4		Customer Analysis

					1.4.1	Segmentation Dimensions
- List the most pertinent segmentation dimensions for your market (e.g. demographics, behaviors, geographic regions, purchase habits, resistance to change, adopter categories [innovators, early adopters, early majority, late majority, laggards], familiarity with or access to technology, etc.)
 
					1.4.2	Target Market
- Briefly identify your target market(s) (see Section 3.2.1 for profile of target market)

					1.4.3	Forecasted Changes
- Identify expected changes in target customer needs
- Identify expected changes in buying behavior 
- Identify expected changes in customer perceptions and attitudes
- Identify how these changes might affect competitors闁?strategy
- Identify segments that might potentially become your target
- Provide forecasted changes in market segments:
	Which segments are growing or declining and why
Growth rate
	Relative segment sizes
	Characteristics of segments


1.5		SWOT Analysis
- List in a table your company闁炽儲鐛?key internal strengths and weaknesses, the threats it faces and the opportunities that the market presents. Elements discussed above (e.g. competitive advantage) should be present in this table (Table 3 below).


STRENGTHS

Examples:
- Elements which provide competitive advantage
- Cost structure / efficient production process
- Technical know how
- Very good reputation
- Superior product
- Highly qualified workforce
- Strong relationships with key industry members




WEAKNESSES

Examples:
- Lack of innovation
- Poor adaptability to market conditions
- Lack of communication
- Little financial resources
- Poor management
- Very long product development time
- Poor brand awareness
- Unreliable customer service

OPPORTUNITIES

Examples:
- Emerging markets
- Growing demand
- Changing customer tastes
- New product uses
- New regulations
- New distribution channels



THREATS

Examples:
- New competitor
- Potential loss of financial backing by X
- New regulations
- Declining population
- Market saturation







TABLE 3. SWOT

1.6		Analysis of Marketing Activities (if applicable)

					1.6.1	Analysis of company闁炽儲鐛?marketing programs
- Describe strategies employed by your company for each market segment
Targeting strategy	
Positioning strategy
	Branding strategy
	Advertising strategy
	Promotional strategy
	Public relations strategy
	Publicity strategy

- List marketing expenditures and media allocation
- Evaluate performance of present marketing activities
- Compare performance of advertising mediums employed
- Identify elements that need to be reconsidered based on elements covered above in Situation Analysis

					1.6.2	Analysis of Resources and Metrics
- Describe skill and experience level of marketing executives and managers
- List the metrics employed to evaluate effectiveness of campaigns and evaluate their usefulness
- List financial resources available for marketing
- List human resources available for marketing

					1.6.3	Brand Strength
- Describe your brand's identity and brand attributes
- Indicate status of brand image
- Indicate levels of
Customer loyalty
Customer satisfaction
Brand awareness
Brand recognition
Brand reputation


2.		OBJECTIVES
	
2.1		Corporate Objectives

- State corporate objectives
- State divisional objectives
- State business unit objectives


2.2		Marketing Objectives

					2.2.1	Short-term (upcoming year)
- Establish specific and measurable goals that express desired levels of sales, market share, brand variables, ROI, etc., over a specific timeframe and geographic/sales market. For example:

Improve customer loyalty (generate X% of repeat business in year 1)
Increase brand awareness in X market segment from X% to Y% in year 1
Extend reach of communications to 90% of target customers for each campaign
Create brand awareness for new product to be launched in forth quarter
Gain at least 30 new clients in X market segment per quarter
Sell 100 products per week 
Achieve a high level of customer satisfaction among 95% of target customers
Increase market share in X market segment by 5% this year
Reduce marketing costs by 10% over next 6 months

					2.2.2	Long-term (3 to 5 years)
- Establish specific and measurable long-term goals that express desired levels of sales, market share, brand variables, ROI, etc., over a general timeframe and geographic/sales market. For example:

Become the number one brand in our market in year 5
Build strong ad awareness for product X over next three years
Acquire 20% of our competitors闁?customers by year 4
Reduce cost per acquisition to X by year X
Make our brand synonymous with X emotional/rational elements
Increase profit margin of product line A by X% by year 3
Secure partnership with all major distributors in X market
3.		MARKETING STRATEGY

3.1		Market Segmentation Strategy

- Identify how you will segment the market. The main types of segmentation strategies are as follows (you may choose a combination of strategies):
Geographic Segmentation: segmenting customers based on geographic area (city, country, ZIP code, metropolitan statistical areas, time-zone, etc.)
Product-User Segmentation: segmenting customers based on product usage (amount and/or consumption patterns of a product category or brand)
Lifestyle Segmentation: segmenting customers based on their lifestyle (which includes: values, beliefs, attitudes, perceptions, leisure activities, preference for social events, sports interest, media usage, political views, etc.)

- List the main market segments

3.2		Targeting Strategy

- Identify the targeting strategy adopted by your company. This will determine which market segments (established above in Section 3.1 Marketing Segmentation Strategy) you will focus on. The three main targeting strategies are:
Mass Marketing: go after the market as a whole with one offer that answers common needs
Differentiated Marketing: go after several market segments with offers tailored to each
Target Marketing: go after a small segment or sub-segment with a tailored offer
 
					3.2.1	Target Market
- Identify the selected target market(s)
- Provide the profile of your target market according to the following:
	
Demographics
	Age
	Gender
	Social status
	Occupation
	Religion
	Ethnicity
	Income
	Social class

Psychographics
	Lifestyle
Attitudes and beliefs
	Perceptions
	Personality
	Adopter category (innovators, early adopters, early majority, late majority, laggards)
	
Consumption and use patterns
	Buying motives
	When, where and how they buy
	Usage rate
How often they buy
Types of important buying situations
Who makes the buying decision and who does the buying?



Marketing and Brand dimensions
Specific responses to marketing campaigns
Openness to marketing
Familiarity with brand
Do they select a product based on brand or product attributes?
Brand loyalty
Customer satisfaction
How they choose between competing brands

Nature of your relationship with customers
	Face-to-face, telephone, Internet, mail
	Closeness of the relationship
	How often is their feedback requested?
	How often do you communicate with them?


3.3		Product Life Cycle

- Identify the developmental stage of your product (i.e. the degree of acceptance your product has earned in the market) and identify the appropriate message to convey in your advertising. The three primary stages are:

Pioneering stage
The advertising used in this stage introduces a new concept, changes habits and educates.

Competitive stage
The advertising used in this stage establishes your product闁炽儲鐛?superiority over competing products.

Retentive stage
The advertising used in this stage simply reinforces or reminds customers of the qualities and acceptance your product is already recognized for.


3.4		Potential Strategies

					3.4.1 Strategy Formulation
- List the major marketing strategies that are available to your company. Provide the underlining segmentation and targeting strategy and briefly describe the major elements of the marketing mix for each strategy (product, place, promotion, price) (marketing mix elements will be detailed in Section 4.1 Marketing Mix). Marketing strategies may be based on the following generic business strategies:

Differentiation Strategy
Marketing strategy will involve differentiating your company from competitors by highlighting key variables such as price, quality, features, customer service, etc.

Cost Leadership Strategy
Marketing strategy may involve cost-cutting initiatives across the distribution/production process and/or may involve offering a heavily discounted and standard product to all market segments

Differentiation Focus Strategy or Niche Strategy
Niche marketing strategy will focus on a very distinct, usually small and overlooked market segment, and all marketing mix elements will be tailored specifically to this segment
Cost Focus Strategy
Marketing strategy will involve offering a basic low-cost product to a small market segment

					3.4.2 Strategy Pros & Cons

Strategy #1: Define strategy 
Pros:
-
-
闁?br/>Cons:
-
-
闁?br/>
Strategy #2: Define strategy
Pros:
-
-
闁?br/>Cons:
-
-
闁?br/>
Strategy #3: Define strategy
Pros:
-
-
闁?br/>Cons:
-
-
闁?br/>

3.5		Core Strategy

- Identify and justify the selected marketing strategy(ies) that will be employed to achieve marketing goals
- Explain how marketing strategies are likely to change as the product/industry matures and in response to competitor actions
- Identify the types of marketing to be used as part of core strategy
e.g.:	
Aggressive tactics
Defensive marketing
Maintain steady growth
Guerilla marketing

Competitor imitation
Competitor avoidance

Traditional marketing (print, radio, TV, outdoors, public relations)
Grassroots marketing: word of mouth, viral marketing, buzz marketing
Interactive marketing, digital marketing

Direct marketing, relationship marketing

Urban marketing

Lifestyle marketing, experiential marketing, events marketing
Youth-oriented marketing

Loyalty marketing

Entire market coverage or selected segments

Product rich/low in features
High/low/equal quality product
High/low/equal price
Unique packaging
Exclusive/wide distribution


					3.5.1	Positioning Strategy
- Describe the company闁炽儲鐛?unique selling proposition and how you differentiate yourself from your competitors  
- Provide company闁炽儲鐛?positioning strategy or positioning strategy per product or per product family. Provide slogan or positioning statement for company and per product. Positioning strategies can be based on the following:

Product attributes
Product benefits
Meeting a need that is not being satisfied by competitors
Customer usage occasions/patterns
Users 
Direct comparison to competitor
Avoiding competitors
Product classes

- Indicate whether positioning will remain constant across different target segments, if not provide positioning per segment

					3.5.2	Branding
- Provide branding strategies based on positioning
- Detail the brand names and elements
	Corporate style guide
Company and product logo/slogan
Brand identity, personality and associations
Brand names (trademarks) 
Packaging

	4.		MARKETING PROGRAMS

4.1		Marketing Mix

- State the major elements of your marketing mix (detailed below). Justify the timing and sequencing of all elements and explain how they interact to create synergy.
	
					4.1.1	Product
- Identity main product line and sub-product lines
- Identify key product attributes (e.g. features, quality, wide or deep product assortment, packaging, trust/warranty, etc.) that will be or have been implemented in response to target market闁炽儲鐛?needs and according to marketing strategy
- Provide the company闁炽儲鐛?approach to each attribute
e.g.:
Attribute: features
Standard product low in features

Attribute: deep product assortment
Large selection of different products within same product line

Attribute: quality
Very high quality product

Attribute: trust/warranty
Strong warranty and return policy

- Provide product name, description, functionality, features and benefits
- Compare your product offering to that of your main competitors
- Identify how/when new products will be introduced or failing ones dropped
- Identify changes to production process 

					4.1.2	Pricing
- Describe how selling price will be determined
- Describe pricing strategy (e.g. market-skimming pricing, market penetration pricing, lowest price provider, geographic pricing, bundling of products, etc.) and how it relates to overall marketing strategy
- Compare price in relation to costs
- Provide discount schedules 
- Provide instances of price adjustments (e.g. international pricing, levies and regulations, reaction to competitors闁?pricing, geographical prize zones, etc.)

					4.1.3	Distribution (Place)
- Specify the role of distribution as it applies to the marketing strategy (e.g. exclusive distribution, penetrate the whole market, selective distribution)
- Identify geographical or sales territories to be covered 
- Specify the type of distribution channel(s) (e.g. direct/indirect/personal selling, number and type of intermediaries [retailer, wholesaler, distributors, agents])
- Specify whether middlemen are:

Gathering marketing research information
Providing marketing (research) information down and up the supply chain
Promoting your product
Adding a price markup 
Negotiating with customers and/or other middlemen
Transporting and storing goods


					4.1.4	Advertising (Promotion)

4.1.4.1	Copy
- Provide ad themes selected according to marketing strategy: the appeal and messages to be conveyed which support marketing strategy (can be based on your unique selling proposition)
- Provide ad styles:

Emotional
Triggering emotional responses through psychological appeals to humor, love, hate or fear

Factual
Stating facts / scientific evidence / lab test results

Imaginative
Use of symbolism, imagery, art and the like

Comparative
Comparing your product directly with competitors

- Storyboard (if available)
- Person/agency in charge of execution

4.1.4.2	Media	
- Explain choice of media in combination with ad type
Print
	Radio
	TV
	Outdoors
	Events
	Public relations/publicity
Online

- Explain how each medium will be used in terms of timing, sequencing and synergy	

- Provide desired advertising goals by media in terms of: 
Reach
Exposure
Frequency
Continuity
Awareness
Specific response
etc.


- Summarize the information above about timing/sequencing in the table below:


Media
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec

Print
(

(
(





(

(




Radio
(
(
(
(



(
(






TV







(
(
(
(



Outdoors



(
(
(







Events


(
(





(
(




Public relations/publicity
(
(


(








Online

(







(
(
(


TABLE 4. Media Plan

(	Ad type A: 
- Description
- Circulation OR number of impressions OR number of clicks OR number of installations OR air time + share of audience OR number of events

(	Ad type B: 
- Description
- Circulation OR number of impressions OR number of clicks OR number of installations OR air time + share of audience OR number of events

(	Ad type C:
- Description
- Circulation OR number of impressions OR number of clicks OR number of installations OR air time + share of audience OR number of events

(	Ad type D:
- Description
- Circulation OR number of impressions OR number of clicks OR number of installations OR air time + share of audience OR number of events4.2		Loyalty Programs

- Describe the type of loyalty program(s) offered

The main types of loyalty programs are: 
Rewards program: provide rewards for repeat purchases in the form of points or gift certificates, redeemable towards different products
Appreciation program: reward loyal customers with additional products/services or various perks
Partnership program: collaborating with another company to offer loyal customers a special deal on their product 
Rebate program: provide a discount or a free product once customers reach a certain amount of purchases
Affinity program: capitalize on customers闁?interests by supporting a local cause, event or charitable organization with every purchase they make 


4.3		Customer Service & Support

- Identify key elements of customer service and support that relate to marketing strategy
- Specify all elements of customer service
Customer service hours
Level and method of customer service/support provided (telephone, website, live chat, email)
Performance levels that will be maintained
Availability of technology services/applications (e.g. percentage of web server downtime)
Response time to customer inquiries
Time required to fix problems


4.4		Market Research

- Identify customer information needed to successfully implement marketing programs
- Describe how market research information will be obtained, stored and updated (as well as customer privacy safeguards)


4.5		Personal Selling

- Identify elements of personal selling (face-to-face) strategy if applicable
- Identify salesforce needs
	Number of salespeople required
	Type of salespeople required
	Type of sales presentation to use


4.6		Trust and Credibility

- Identify how trust and credibility will be obtained
Ad copy
Testimonials
Guarantee
Seal of approval / expert recommendation
Trial offer / samples / demonstrations

4.7		Trade Promotions

- Describe elements of trade promotions with distributors and/or partners
5.		IMPLEMENTATION PLAN

5.1		Product Design and Development

					5.1.1	Technical Requirements
- Provide the list of changes or additions to product including packaging (as required by marketing strategy)
- Plan a schedule for the internal steps required to implement changes (brainstorming sessions, drafting proposals, cost and feasibility analysis, selection process, consensus among decisions makers, review of final decision, etc.)
- Detail changes required to production/manufacturing process
- Specify requirements needed to initiate these changes (e.g. patents)
- Include a plan for testing, incremental reviews and a final evaluation of product

						5.1.1.1	Outsourcing Requirements
- Designate employee(s) in charge of establishing provider requirements, requesting proposals, comparing offers, selecting provider and negotiating
- Establish schedule for shopping for providers and comparing offers
- Establish schedule for sending request for proposals to service providers, vendors, suppliers or partners and deadline for choosing provider

					5.1.2	Marketing Requirements
- Provide a detailed account of who will be responsible for writing up new product description and collateral material
					
					5.1.3	Resource Requirements
- List main tools, equipment, facilities or other elements required to implement product changes
- Designate employee(s) in charge of defining specific item requirements and making purchases


5.2		Marketing & Sales

					5.2.1	Pricing Requirements
- Detail new pricing structures 
Costs
Wholesale price
Markup
Suggested retail price

- List all sales material that will have to be updated/created and designate tasks to responsible employees
- List all databases and digital records which need to be updated and designate tasks to responsible employees

					5.2.2	Positioning, Branding & Corporate Literature
- Designate marketing director in charge of company闁炽儲鐛?positioning and brand strategies
- Designate creative director in charge of corporate style guide and creative guidelines (for using brands, logos, slogans, company fonts, color scheme, etc.). Company-wide training sessions must be planned to communicate the positioning/branding strategies.

- The following creative briefs guides must be filled:

Date: [MONTH, YEAR]
Brand: [NAME]



CURRENT BRAND EQUITY


Emotional Elements





Rational Elements


DESIRED BRAND EQUITY


Emotional Elements





Rational Elements


ALL COMMUNICATIONS


Should






Should not




Date: [MONTH, YEAR]
Brand or product: [NAME]



KEY OBSERVATION


[The most important market factor(s) that will shape your advertising strategy]






CONSUMER INSIGHT


COMMUNICATION OBJECTIVE

[The consumer闁炽儲鐛?sensitive or pressure points that ad should trigger]



	
 [The ad闁炽儲鐛?main goal]


PROMISE


[What the brand stands for and how it is positioned in the minds闁?of consumers]






AUDIENCE


SUPPORT


[Who is target audience? How do consumers feel閼辩禈bout the brand?]





 
[What drives the brand闁炽儲鐛?promise? What allows consumers to believe in promise?]

(May be done per ad campaign or for entire marketing strategy.)

- Assign responsibilities for registering trademarks
- Assign responsibilities for creating corporate documents and information kits that bear the company闁炽儲鐛?logo, positioning and brand

					5.2.3	Advertising
- Assign responsibilities for researching, planning, creating, reviewing, approving and testing advertisements and for placing media buys
- Detail elements that are to be done in-house and outsourced (e.g. ad design, printing, mailing, etc.)
- Designate employee(s) in charge of establishing provider requirements, requesting proposals, comparing offers, selecting provider and negotiating
- Establish schedule for shopping for providers and comparing offers
- Establish schedule for sending request for proposals to service providers and deadline for choosing provider

						5.2.3.1	Market Test

(If your company has sufficient resources on hand, a market test is the best way to assess your advertising strategy. The ideal test market represents the demographics of your target market, is somewhat isolated, offers relatively inexpensive means to advertise, and does not show very strong brand loyalty.)

- Detail the parameters of a market test:

Market characteristics
Scale of test (specific products vs. whole product line, (un)restricted distribution channels, (un)limited media usage, etc.)
Timing

- Establish metrics for analyzing performance of test

- Establish performance levels that must be met in order to carry on with strategy as planned



					5.2.4	Loyalty Program
- Specify the required elements of the selected loyalty program
- Designate employee(s)/department(s) in charge of defining and securing elements of loyalty program as identified in marketing strategy
	Free product(s) / giveaways
	Implementation of point/reward system
	Gift Certificates
	Partnership development
	Find social cause or event to support
	Implementation of customer sales-history tracking 
Acquire technology
Integrate technology into company systems

- Designate employee(s) in charge of establishing provider requirements, requesting proposals, comparing offers, selecting provider and negotiating
- Establish schedule for shopping for providers and comparing their offer
- Establish schedule for researching and sending request for proposals to service providers and deadline for choosing provider

					5.2.5	Trust and Credibility
- Assign person in charge of acquiring and implementing method of obtaining credibility
- Explain how trust and credibility will be obtained through the following (chose one or more relevant method)
Ad copy
Testimonials
Guarantee
Seal of approval / expert recommendation
Trial offer / samples / demonstrations
Other

					5.2.6	Salesforce
- Organize teams and divisions based on the segmentation approach
Assign sales teams to geographic region
Assign sales teams to specific product lines
Assign sales teams to specific clients or to client types
Assign sales teams to specific functions

- Specify type and number of salespeople required per team or territory or division
- Specify sales material required and training required by each salesperson
- Designate employee(s) in charge of developing sales presentation
- Designate employee(s) in charge of hiring, training, motivating and scheduling
- Designate members in each team in charge of coordinating information among divisions

					5.2.7	Customer Service
- Specify staff requirements
	Number of employees
	Type of employees (full-time/part-time)
	Working hours
	Responsibilities
	Training 

- Specify customer service policies
- Designate/hire employee(s) in charge of hiring, training, scheduling



					5.2.8	Market Research
- Specify primary market research information that should be gathered from direct sources:	
Personal selling
	Customer correspondence (telephone, email, fax, mail)
	Surveys
Sales reports
	Other


- Specify secondary market information that should be collected to support present and future marketing strategies

- Designate employee(s) in charge of establishing information-gathering procedures

- Designate employee(s) in charge of acquiring/integrating information storing, retrieving and analysis systems (e.g. CRM software, intranet solutions, content management tools)


5.3		Distributors

- List types of distributors required by marketing strategy per territory
- Designate employee(s) in charge of establishing supplier requirements, requesting proposals, comparing offers, selecting provider and negotiating

					5.3.1	Marketing Material
- Designate employee(s) in charge of planning, creating, reviewing and approving sales literature to be supplied to distributors

5.4		Resource Requirements

- List equipment, facilities, raw materials, finished goods and office supplies required to successfully implement marketing plan
- Designate employee(s) in charge of defining specific item requirements and making purchases


5.5		Scheduling

- Provide a table (see next page) which depicts the timeframe of key activities and who they are assigned to


ACTIVITY
START DATE
TARGET END DATE
ASSIGNED TO
COMMENTS

PRODUCT DESIGN AND DEVELOPMENT

- main task 1
- main task 2
- main task 3
- main task 4
闁?br/>





SALES & MARKETING

- main task 1
- main task 2
- main task 3
- main task 4
闁?br/>





DISTRIBUTORS

- main task 1
- main task 2
- main task 3
- main task 4
闁?br/>





RESOURCES TO ACQUIRE

- resource 1
- resource 1
- resource 1
- resource 1
闁?br/>





TABLE 5. Implementation Worksheet

6.		PERFORMANCE EVALUATION AND MONITORING

6.1		Monitoring Ad Campaigns

					6.1.1	Performance Metrics
- List metrics that will be used to measure the success of ad campaigns. Success can be measured against:

Marketing objectives
Specific campaign goals
Past results
Industry averages

Examples of metrics:

Behavior based
Number of website visitors, length of stay, depth of navigation, number of clicks
Number of calls received
Number of complaints
Change in customer behavior/buying patterns
etc.

Cost based
Conversion rate (proportion of customers who perform a specific action)
Cost per new client acquisition/cost per sale
ROI
etc.

Based on brand variables
Customer satisfaction level
Customers闁?impression of brand/product (assessed through surveys and feedback)
Brand awareness/recognition levels (assessed through surveys and feedback)
Customer loyalty levels
etc.

Hybrid (combination of above elements)

					6.1.2	Advertising Costs
- Determine advertising cost-sales ratio per product line (total advertising cost for product line divided by sales in dollars generated by product line or sales person or territory x 100)
- Determine product advertising cost-total advertising cost ratio (product advertising cost divided by total advertising cost x 100)

- By filling Table 6 below, you should be able to: 

Analyze overall advertising costs in relation to sales and profits
Compare performance of each product OR territory OR market segment OR department
Compare performance of each medium




Total
Product A
(OR Territory 1 OR Market X
OR Department)
Prod
B

Prod
C
Prod
D
Prod
E

Net sales

Advertising expenses
Print
Radio
TV
Outdoors
Events
PR
Online
150,000


9,000
1,000
5,000
4,000
2,400
2,000
4,500

30,000


1500
500
2000
600
1,200
500
500

Fill in information for each product OR territory OR market segment OR department in order to draw comparisons between each category (columns) and between each advertising medium.



Total expenses

$27,900
$6,800


Advertising cost as a % of sales

19% 
23%


Net profit 

Advertising cost as a % of profit

$37,000

75%
$10,500

65%


Number of new clients

Advertising cost per acquisition (ad expenses divided by number of new clients)
Print
Radio
TV
Outdoors
Events
PR
Online

Average acquisition cost

2,000





$4.5
$0.5
$2.5
$2
$1.2
$1
$2.25

$14
150





$10
$3.3
$13.3
$4
$8
$3.3
$3.3

$45



TABLE 6. Advertising Cost Analysis for [YEAR]

Unique Ad Identifiers
- In the table above, cost per acquisition per medium is calculated assuming that new clients were equally generated by each medium. However, in practice the number of customers generated by each medium is not necessarily the same. To obtain a more precise advertising cost per acquisition, implement a system for creating and tracking unique promotional codes, coupons or web pages customers can access or must reference while making a purchase. In addition, customers can be asked which ad they saw at the point of purchase (or through a form filled at the time of purchase).

6.2		Sales Analysis

					6.2.1	Reporting Schedule
- Establish the schedule (frequency) for generating sales reports (to be communicated to marketing managers):

Daily/weekly 
Monthly/quarterly 
Yearly 
Per campaign
Per competitors闁?actions (e.g., ad campaign, PR, new product launch, etc.)
etc.

					6.2.2	Sales Breakdown
- Establish the required sales breakdown to be used in sales reports. Sales may be broken down by:

Sales territories
Sales rep
Product, packaging format, product version, product flavor, etc.
Customer type (new/old)
Customer type by demographic, by trade, by size
Method of sale: telephone, mail, web, face-to-face
Size of order
Employee commission class
etc.

					6.2.3	Benchmarking
- Establish the most relevant benchmarks against which sales must be compared
Industry sales (which provides your market share)
Research data/publications
Sales goals/quotas
Past sales period figures
Forecasts (done in-house or by industry analysts)

					6.2.4	Performance Index
- Identify performance levels or quotas to compare against actual sales per product OR territory OR market segment OR department

You may compare actual sales data to:

Expectations based on population size (when there is not much variation between buying habits of populations in different territories)

Break down territory populations as a percentage of total market population
Multiply total yearly market sales by territory population percentage to obtain expected sales for that territory
Divide actual sales for territory by expected sales for territory x 100 to obtain performance index for that territory








e.g.:	Market = Territory A + Territory B  + Territory C
Population size = 10,000 potential customers
Total actual yearly sales = $150,000


Population
Population percentage
Expected sales for territory
Actual Sales
Performance Index

Territory A
3,000
30%
$45,000
$30,000
67

Territory B
5,000
50%
$75,000
$90,000
120

Territory C
2,000
20%
$30,000
$30,000
100


Total

10,000

100%

$150,000

$150,000



A performance index of 100 means that a territory has achieved sales equal to expected sales performance for that territory. An index above 100 means that it has surpassed expected sales and below 100 means it has performed below expected sales performance

Expectations based on 闁炽儲绗渙rmal闁?sales performance. Normal sales levels may be based on:

- Industry figures (averages, predictions and forecasts)
	
- One territory闁炽儲鐛?sales versus another
e.g.:
Actual territory A sales divided by territory A expected sales x 100

vs.

Actual territory B sales divided by territory B expected sales x 100

	
- Same territory last year or last period

	- One sales representative (comparing all reps to top performer)

	- Number of sales calls required to make a sale

Ad dollars spent per medium 
Ad spending per medium divided by total sales x 100

Sales expenses (includes salary and commission)
e.g.:
Salesperson expenses divided by sales produced by salesperson x 100 (cost-sales ratio)
Salesperson expenses divided by average salesperson expenses x 100
Salesperson expenses divided by company sales x 100

6.3		Profit and Loss Statements

- Establish the profits per product OR per territory OR per market segment OR per department. May be done on a quarterly or yearly basis.

Profit and Loss Statements for 1st Quarter ended [QUARTER END DATE], [YEAR]


Total
Product A
(OR Territory 1 OR Market X 
OR Department)
Product B
Product C
Product D

Net sales
less
Cost of goods sold
equals
Gross margin
less
Operating expenses
Advertising
Personal selling
Order processing & billing
Warehousing & distribution
Administration
10,000

4,850

5,150


2,400
700
450
350
260
5,000

2,000

3,000


1,000
300
200
150
100
3,000

1,600

1,400


800
180
120
100
60
1,000

650

350


300
120
80
50
50
1,000

600

400


300
100
50
50
50

Total expenses
equals
3980
1,750
1080
600
550

Net profit
divided by sales x 100 
equals
1170
1250
320
(250)
(150)

Net profit as % of sales
11.7%
25%
10.7%
-
-



6.4		Meeting Schedule

- Establish schedule for meeting to review and track progress of marketing activities
- Establish time-based checkpoints for reassessing strategies, for considering adding new ones or for reassessing budgets

6.5		Customer Profiling

- Find out as much as possible about customers (but always inform them or ask for their permission when gathering/sharing personal information and always securely store and transmit such data)
List the type of information to be gathered
Track purchases, signups and communications by integrating ad tracking and/or Marketing CRM technology throughout the sales process

Information to store and analyze:
Demographics (including amount of disposable income or budget)
Where they are located
Where they buy
What they buy
Frequency of purchase
Response to ad campaigns
Free trial usage
Communication exchanges
etc.

- List types of customer feedback forms and market research methods to be used
Focus groups & questionnaires
Secret shoppers
Phone surveys
Web surveys
Feedback forms at point of purchase

- Set up specific events or behaviors to flag
- Establish actions to take in response to flagged events/behaviors

6.6		Salesforce Evaluation

					6.6.1	Performance Variables
- Identify variables of interest for evaluating salesperson performance 
Number of calls made
Number of visits
Number of sales presentations
Size of clients (use indexes e.g. 1,000+ employees = 100; 500-999 employees = 90; 200-499 employees = 80; etc.)
Average performance level of territory
Average sales of sales team member
Number of orders produced
Average order size, etc.

- Identify cost factors of personal selling
Annual compensation
Commission
Working expenses

					6.6.2	Performance Ratios
- Identify averages and ratios of interest to measure performance of salesperson(s) (using the performance variables above). Aggregated salesforce, individual salesperson or product line figures that can be used to assess performance of sales territories, individual products or product lines, or salespeople.
e.g.:
Order-call ratio per salesperson (number of orders per salesperson ( number of calls made per salesperson x 100)
Average sales per salesperson (total salesperson sales in dollars ( number of sales of salesperson)
Average number of sales per client size
Number of sales for client size ratio (number sales to client ( client size index)

					6.6.3	Cost Ratios
- Identify averages and ratios of interest to measure cost of salesperson(s) OR total territory costs OR product line costs (using the performance variables above). 
e.g.:
Salesperson costs-sales ratio (salesperson cost ( sales in dollars generated by sales person x 100)
Territory costs-sales ratio (territory/store costs ( sales in dollars generated by territory/store x 100)

					6.6.4	Compensation Plan
- Identify the method(s) to be employed to compensate the salesforce
Base salary
Commission
Hybrid

- Devise an employee motivation plan. Identify the methods used to motivate the salesforce.
Quotas
Bonus for surpassing quotas
Performance-based incentives programs
Profit sharing
Stock options
7.		FINANCIAL INFORMATION

7.1		Financial Capsule

- State expected sales for year 1 and for year 5
- State desired market share and when you should capture it
- State major assumptions
- List major marketing capital expenditures
- Provide estimated ROI for main marketing programs

Sales Forecast


Last Year
Year 1
Year 2
Year 3
Year 4
Year 5

Sales







Gross profit







EBITDA









7.2		Financial Assumptions

- State assumptions that allow you to make sales and cost forecasts. They may be related to the following:
Expected success rate of marketing programs
Market conditions
Legislation and taxes
Equipment performance/durability
Ease of credit collection


7.3		Budget

					7.3.1	Advertising
- Detail the funds that will be allocated to advertising for the next 2 years


Y1
Q1
Y1
Q2
Y1
Q3
Y1
Q4
Year 1 Total
Y2
Q1
Y2
Q2
Y2
Q3
Y2
Q4
Year 2 Total
Total

Print












Radio












TV












Outdoors












Events












PR












Online












Samples












Other












Total







TABLE 7. Advertising Budget
- Provide a bar chart of media spending percentages for years 1 and 2




					7.3.2	Marketing Programs
- List monthly OR quarterly OR annual budgets for each main business activity (usually given on a monthly basis for year 1, on a quarterly basis for year 2, and on a yearly basis for years 3, 4 and 5):

Product research & development
Distribution
Advertising
Loyalty programs
Personal selling
Customer service & support
Trust and credibility
Market research
Trade promotions




7.4		Sales Projections (5 years)

Sales Projections - 5 Year Forecast

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
YEAR 1
閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
閼?br/>閼?br/>閼?br/>閼?br/>Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
TOTAL

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 1 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 1 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 2 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 2 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 3 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 3 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>TOTAL
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
YEAR 2
閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
閼?br/>閼?br/>閼?br/>閼?br/>Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
TOTAL

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 1 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 1 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 2 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 2 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 3 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 3 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>TOTAL
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
YEAR 3
閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
閼?br/>閼?br/>閼?br/>閼?br/>Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
TOTAL

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 1 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 1 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 2 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 2 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 3 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 3 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>TOTAL
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

















YEAR 4
閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
閼?br/>閼?br/>閼?br/>閼?br/>Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
TOTAL

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 1 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 1 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 2 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 2 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 3 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 3 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>TOTAL
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

















YEAR 5
閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
閼?br/>閼?br/>閼?br/>閼?br/>Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
TOTAL

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 1 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 1 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 2 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 2 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>閼?br/>
Category 3 Units Sold
閼?br/>閼?br/>0
0
0
0
0
0
0
0
0
0
0
0
0

Sale Price per Unit
閼?br/>閼?br/>$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
閼?br/>
Category 3 Total
閼?br/>閼?br/>閼?br/>$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0

閼?br/>閼?br/>閼?br/>TOTAL
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0
$0


8.		CONTINGENCY PLANS

8.1		Symptoms of Failure

- Specify the symptoms of failure to watch out for
- Specify the criteria that will allow you to determine if your strategy has succeeded or failed


8.2 	Alternative Strategies

- Specify alternative strategies that your company may pursue if the one adopted fails or does not yield desired results

APPENDICES

- Include documents which you believe could be of interest to the intended reader. For example:
Product literature and brochures
Market research data
Surveys
Past advertising campaigns
Photographs of your products/facilities
Media coverage

- Include financial documents if required. For example:
	Break-even analysis 
	Cash Flow statement
	Balance sheet
	Business ratios (e.g. liquidity, solvency and profitability ratios)

click to download Marketing Plan template
                            

Other legal template form