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Marketing Plan Outline
Canada Business Service Centres - CBSCs
Last Verified: 2004-11-08

Document No. 4014
Summary

A marketing plan is designed to direct company activities towards the
satisfaction of customer needs; determine what the customer wants, develop
a product/service to meet those needs, get the product/service to the end
user and communicate with the customer - at a profit!
Introduction
|WHO |is the company, principals, employees, community? |
|WHAT |is the product/service, what is the company's goal? |
|WHERE |is the plant to be established |
|HOW |does the company intend to meet its objectives, production|
| |levels, sales volumes? |
|WHY |was the product/service developed, what are its attributes|
| |or qualities, and how is it superior to existing products?|


Target Markets
. What is the company's initial proposed market?
o local
o provincial
o western provinces
o national
. How does the company fit in the chain of basic markets?
o consumer
o industrial
o government
o international
o supplier
o manufacturer
o wholesaler
. What are the target market boundaries?
o by consumer group
o geographically
. Define the dollar value of total potential sales within the proposed
target market.
. Describe the targeted user groups by age, gender, lifestyle, values
(major customer groups).
. Define the company's sales level objectives and what percentage of
total market share they represent.
. Describe how planned production capability compares to proposed market
demand.
. Outline any outside influencing factors which may affect the
marketability of the product, and how they can be overcome:
o packaging/labelling regulations
o GST (effect on consumer price acceptance)
o buyer preferences (health food vs. junk food)
o technology changes to production (extrusion method)
. Describe when the product/service is usually purchased; on impulse or
as a regular grocery shopping item. Does the proposed marketing
strategy address these trends?
. Who usually does the purchasing of the product/service? Who makes the
purchasing decision? Is the marketing strategy properly directed to
this group?
. Describe the varieties of the product available:
o by flavour
o by size of package
. What are the markets for each of the above?
. Where is the product normally purchased?
o supermarkets
o grocery stores
o convenience stores
o snack bars
o gas bars
o vending machines
o schools
. Are the marketing efforts properly targeted to these locations?

Market Demands
. Who is the competition?
. What are their products/services?
. How does this product/service compare by quality, price, packaging and
variety?
. What percentage of the total market does each competitor enjoy?
. What can this company realistically expect to obtain as market share
(provide sales forecasts)?
. What does the public normally demand from this type of
product/service? Does it meet these demands?
. Does the packaging (sales aids/point of purchase displays) emphasize
the qualities of the product/service?
. What level of sales growth is anticipated over the next three years?
Can the plan deliver the production levels necessary to support this
growth?
. What are the company's long range plans?

Product Pricing
. What is the consumer acceptance price range for this type of
product/service?
. How does the proposed product's/service's price compare?
. Is there sufficient margin between the manufacturer's cost and the
consumer acceptance price level to provide for markups at the
wholesale, distributor and retail level?
. Does the price allow for freight, projected profit, price fluctuations
in the market place and consumer interpretation of value?
. Are coupons or discounts being considered to promote consumers to try
other flavours, etc.? Product introduction.
. What is the product cost breakdown?
o Costs of goods sold
. direct labour
. direct materials
o Operating expenses
. selling expenses
. communications expense
. general and administration expenses (including freight)
. What markups are allowed at each level of distribution (markup chain
and channel pricing)?

For example:
|Manufactu|[pic] |Wholesaler |[pic] |Retailer |[pic] |
|rer | | | | | |
|Cost |90% |Cost |80% |Cost |60% |
|+ |[pic] |+ |[pic] |+ |[pic] |
|Markup |10% |Markup |20% |Markup |40% |
|= |[pic] |= |[pic] |= |[pic] |
|Selling |100% |Selling |100% |Selling |100% |
|Price | |Price | |Price | |


. Are the most economical/cost efficient methods of processing and
packaging utilized (including raw materials inputs) to keep
product/service costs down?

Distribution Channels
. How does the company plan to get the product/service to the end user?
. What channel of distribution is to be used?
o direct - manufacturer to consumer
o one stage - manufacturer to retailer to consumer
o traditional - manufacturer to wholesaler to retailer to consumer

o multi-stage - manufacturer to broker to wholesaler to retailer
to consumer
. Who/what company will carry out the distribution?
. Are commissioned salespersons to be used?
. What are the costs associated with the proposed distribution channels?
. How do these channels effect delivery/production time frames?
. What are delivery terms?
. How are products to be packaged for shipping, end-user display? What
physical handling is required?
. Are display aids (clip racks, bins, etc.) to be provided to retailers?
. Does packaging meet regulatory agency requirements (labelling, seals,
etc.)?
. Is packaging eye appealing, complementary to product, portraying
universal labelling, coded, priced?
. Is there a method for feedback on customer satisfaction, quality
control?
. What minimum shipping orders are required? (cost efficient)
. What minimum inventory levels must be maintained to ensure no loss of
sales due to late deliveries, back orders, split shipments?
. What system is to be used for processing orders, shipping, billing?
. What trade terms will be offered?

Promotions/Advertising
. Describe the company's "communications package".
For example:
o advertising
o selling
o sales promotion
o publicity
. How much is budgeted in Year 1 in each category?
o Advertising
o What percentage of each media is to be used in your overall
advertising package?
o television
o radio
o newspapers
o magazines
o billboards
o business cards
o co-operative advertising with wholesalers/retailers
o other
. Selling
o What type of sales persons are to be used - food brokers,
commissioned salespersons, etc.?
o What tools are to be provided to salespersons to assist getting
orders (volume discounts, purchasing shelf space, etc.)?
o Will a sales training program be offered?
o How will sales effectiveness be measured?
o What incentives will be offered to salespersons for new
accounts, achievements?
. Sales Promotion
o What sales promotion activities are planned?
o point of purchase displays/sales aids
o samples
o coupons
o What costs are associated with each?
. Publicity
o How does the company plan to "kick off" the introduction of the
product using publicity?
o endorsements (Sask-Made)
o testimonials
o referrals
o truck signs
o consistent visual theme

Source: U.S. Small Business Administration

Prepared by:

Saskatchewan Industry and Resources, Business and Co-operative Services