Marketing plan template in Powerpoint

Marketing
Plan
Template
By Former Deloitte
Management
Consultants

2 www.slidebooks.com2
Marketing Plan
Company Name:
Date:
Author:
Business Unit:
Email:
Phone:
Example name
08/10/2014
John Example
Example A
Example@business.com
04 20 30 40 50

Overall guiding principles

Table of content
Target Market
Product
Price
1
3
4
Promotion5
Place6
Four Ps2

Marketing Plan
1.Target market
• Describe in this text block your target market(s), that is to say the group of customers that you want to market your
products to.
• To identify your target market(s), you can use customer segmentations such as:
o Geographic segmentation
o Demographic/socioeconomic segmentation: gender, age, income, occupation, education, household size, and stage in
the family life cycle)
o Attitudes
o Psychological profiles
• If you have more than one target market, you ideally will have to tailor your mix marketing (4Ps) for each one of your target
markets
Target Market description

• Estimate the Total Available Market (TAM) size
• TAM refers to the global revenue opportunity available for a product or service
• Some sources of information such as government data, trade associations, financial data
from major players and customer surveys should help you to provide a rough estimation
Total Available Market (TAM)
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
• Estimate the Serviceable Available Market (SAM) size
• SAM refers to the percentage of the Total Available Market (TAM) that you can actually
serve
Serviceable Available Market (SAM)
• Estimate your Target Market size based on your estimation of the TAM and SAM size
• Target market refers to the group of customers that you want to market your products to
Your Target Market
Target Market
Market
Share
• Estimate your market share (in percentage and dollars) based on your unique selling
proposition and marketing plan
• Your market share refers to a percentage of your target market
Your Market Share
Marketing Plan
1.Target market
Target market size
Click here to download the editable PowerPoint
version at www.slidebooks.com

• Estimate the Total Available Market (TAM) revenue growth
Total Available Market (TAM)
Total Available
Market (TAM)
Serviceable Available
Market (SAM)
• Estimate the Serviceable Available Market (SAM) revenue growth
Serviceable Available Market (SAM)
• Estimate your Target Market revenue growth
Your Target Market
Target Market
Market
Share
• Estimate your market share growth
Your Market Share
Marketing Plan
1.Target market
Target market growth
• A simple way of forecasting the market
growth is to extrapolate historical data
into the future
• A more accurate way is to study growth
drivers such as demographic
information and sales growth in
complementary products
- 10% every year between 2014 and 2020
+ 1% every year between 2014 and 2020

Table of content
Target Market
Product
Price
1
3
4
Promotion5
Place6
Four Ps2

Target Market
The Marketing Plan will cover the 4 Ps:
Promotion
Product
Place
Price
Marketing Plan
2. Four Ps

Table of content
Target Market
Product
Price
1
3
4
Promotion5
Place6
Four Ps2

Marketing plan
3.Product
A brief description of your
product range
A brief description of your
product categories
A description of your key
products including:
1. Product Attributes: characteristics by which products are identified and differentiated. It usually comprise features,
shapes, colors, functions and uses
2. Customer Benefits: a product attribute expressed in terms of what the user gets from the product rather than its
physical characteristics or features
3. Price: A product is worth as much as people are willing to pay for it. The amount your target market is prepared to pay
for your products/services depends on your target market's budget and the product attributes
4. Unique Selling Proposition (USP): It defines your company’s unique position in the marketplace. It is an often
overlooked but very important element of creating a business that customers love. A strong unique selling proposition
allows you to stand apart from competitors and actively focus your energy on creating things that cater to your ideal
group of customers
The product section needs:

Marketing plan
3.Product
Product category #1
Describe your product category
with your own text
Product A
Product B
Product E
Product F
Product category #3
with your own text
Product range
Describe your product range with your own
text
Product C
Product D
Product category #2
with your own text

Product A
Product B
Product C
Use your own text for describing
the key attributes of your product
Description
(key attributes)
Use your own text
Key customer benefits
Use your own text (note:
different products can have the
same USP)
Unique selling proposition (USP)
the key attributes of your product Use your own text
same USP)
same USP)
Marketing plan
3.Product

Product D
Product E
Product F
the key attributes of your product
Description
(key attributes)
Use your own text
Key customer benefits
same USP)
Unique selling proposition (USP)
same USP)
same USP)
Marketing plan
3.Product

Table of content
Target Market
Product
Price
1
3
4
Promotion5
Place6
Four Ps2

Marketing plan
4.Price
Set the price regarding your production
cost, your distribution cost and your
expected profit margin
E.g. it may cost $100 to produce a
product and the company adds 20% as a
profit margin so the selling price would be
$120.00
1. Cost plus pricing
Set a low price to increase sales and
market share. Once market share has
been captured the firm may then increase
their price
E.g. a television satellite company sets a
low price to get subscribers then
increases the price as their customer
base increases
2. Penetration pricing strategy
Set a price in comparison with
competitors
E.g. Conduct a competitor analysis and
decide whether or not you want to set a
higher, lower or the same price as them.
If you have a significant competitive
advantage you may want to set a higher
price
4. Competition based pricing
Set the price regarding the value
perceived by the customer. A market
survey may help you to set up the right
price
3. Value-based pricing
Top 10 pricing strategies that can help you to set the price of your products (1/2)
Set an initial high price and then slowly
lower the price to make the product
available to a wider market. The objective
is to skim profits of the market layer by
layer
E.g. Apple, with its Iphone products, uses
a skimming pricing strategy
5. Skimming pricing

Set different prices for different products
within the same product range in order to
reach different target markets E.g.
Peugeot sells different cars at different
prices
6. Product line pricing
Set a price according to the customers’
psychology
E.g. a product can be charged $99
instead of $100
7. Psychological pricing
Set the same price as your main
competitors in order to avoid price wars
and maintain a moderate but stable level
of profit
E.g. Some telecom companies are using
a Status Quo pricing
9. Status Quo Pricing
Set a high price to reflect the
exclusiveness of your product
E.g. Ferrari uses a premium pricing
strategy
8. Premium pricing
Set optional pricing by presenting a low
base price that is capable of attracting
customers while maintaining the
possibility of selling costly add-ons later
E.g. Computer printers often have a very
low initial entry price, while the cost of
printer ink cartridges is substantial
10. Optional Pricing
Top 10 pricing strategies that can help you to set the price of your products (2/2)
Marketing plan
4.Price

The quoted price to end users is known as the list price. This price can however be discounted
for a period of time or for some customers. There are mainly 4 types of discount strategies:
When the customer purchases in large
quantities
1. Quantity discount
Based on the time that the purchase is
made and designed to reduce seasonal
variation in sale
2. Seasonal discounts
A short-term discounted price offered to
stimulate sales
4. Promotional discount
When the customer pays his bill before a
specified date
3. Cash discount
Marketing plan
4.Price

• Describe your pricing strategy which can be a combination of the several pricing strategies described in the previous slides
• Explain why you think it is the right strategy (e.g. “It will reflect the exclusiveness of our products…”)
Pricing Strategy
Insert the
product A price
Product A
Insert the
product B price
Product B
Insert the
product C price
Product C
Insert the
product D price
Product D
Insert the
product E price
Product E
Insert the
product F price
Product F
• Describe your discount strategy which can be a combination
of several discount strategies described in the previous
slides
• Explain why you think it is the right discount strategy
Discount Strategy
Product price
If you have a lot of
products, only mention
the key ones
Marketing plan
4.Price

Table of content
Target Market
Product
Price
1
3
4
Promotion5
Place6
Four Ps2

• Paying an organization to use your
brand or logo. The most common use
of sponsorship is with sporting events
such as the Olympics games
• Promoting and selling your services
online using various forms of
marketing techniques such as banner
advertisements, social media and
search engine optimization
• Direct marketing method in which
carefully targeted prospects (chosen
on the basis of age, income, location,
profession, buying pattern, etc.) are
presented with custom tailored offers
for products or services through mail
or email
• Public relations (PR) is the practice of
managing the spread of information
between an individual or an
organization and the public
• Commonly used to obtain an increase
in sales short term. Could involve
using money off coupons or special
offers.
• Selling a product service one to one
• Any non personal paid form of
communication using any form of
mass media such as TV, radio, print
and outdoor medias
Marketing plan
5.Promotion
There are 7 key types of promotion:
Advertising
Public
Relations
Sales
Promotion
Personal
Selling
Direct Mail
Sponsorship
Internet and
Mobile
Marketing

• Insert your promotional purpose
Promotional purpose
• Insert your annual budget (it can be express as a percentage of your
revenue)
Annual Budget
Advertising
(40% of the
budget)
Public
relations
(20% of the
budget)
Sales
Promotion
(10% of the
budget)
Personal
selling
(30% of the
budget)
Direct Mail Sponsorship
Internet
Marketing
  X  XX
Marketing plan
5.Promotion

• Describe your personal selling strategy
• Describe your sales promotion strategy
• Describe your Public relations strategy
• Describe your advertising strategy
Advertising
(40% of the budget)
Public relations
(20% of the budget)
Sales Promotion
(10% of the budget)
Personal selling
(30% of the budget)
Zoom on the type of promotion used:
Marketing plan
5.Promotion

Table of content
Target Market
Product
Price
1
3
4
Promotion5
Place6
Four Ps2

Marketing plan
6.Place

• Describe in this text block your production plan
• This part should answer questions such as:
o What plant and equipment will you need to operate your business?
o How will you plan to finance your plant and equipment (rental, lease or buy)?
o What will be the ongoing operating costs and maintenance requirements?
o Where will you produce your products?
o How will you manufacture your products?
o When will you manufacture your products?
o In which quantity will you produce?
o Which raw material will you need?
o Who will be your suppliers and what terms do they offer?
o What will be the overall cost of production?
o What will be the cost of production per unit?
o Have you documented standard procedures?
o What quality control measures will you use?
o Do you have any strategies for new product development?
o Where will you store your products before distribution?
o What are your storage requirements (e.g. capacity, access, regulations, safety, product deterioration)?
o What inventory control system will you use?
Production plan
Marketing plan
6.Place

• Describe in this text block your distribution plan
• This part should answer questions such as:
 Where will you distribute your products? Why?
 How will you distribute your products?
 When will you distribute your products?
 Who will be your main clients/customers?
 What will be the overall cost of distribution?
 What will be the cost of distribution per unit?
Distribution plan
Marketing plan
6.Place

Production site Planes and trucks Wholesalers
Worldwide production and
distribution map1
1.Hundreds of maps are available on www.slidebooks.com
Marketing plan
6.Place

Production site Planes and trucks Wholesalers
United States production and
distribution map1
Marketing plan
6.Place

Production site Trains and trucks Wholesalers
Australian production and
distribution map1
Marketing plan
6.Place

If you have a website, insert a description of your online and mobile distribution strategy
Online and mobile distribution
Insert print screens of
your website
Marketing plan
6.Place

Sources of information
Sources of
information
Porter, Michael E. (1979). "How competitive
forces shape strategy"
Zimmerman, John, with Benjamin Tregoe.
The Culture of Success: Building a
Sustained Competitive Advantage by Living
Your Corporate Beliefs. McGraw-Hill, 1997.
Wall, Bob, Mark R. Sobol, and Robert S.
Solum. The Mission-Driven Organization.
Prima Publishing, 1999
Competitive Value Management by
Hermann J. Stern
Armstrong.M Management Processes and
Functions, 1996,
Raynor, Michael E. "That Vision Thing: Do
We Need It?" Long Range Planning, June
1998, pp. 368-376
Collins, Jim, and Jerry I. Porras. "Building
Your Company's Vision." Harvard Business
Review, September/October 1996, pp. 65-
77
Abrahams, Jeffrey. The Mission Statement
Book: 301 Corporate Mission Statements
from America's Top Companies. Ten Speed
Press, 1999

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Marketing plan template in Powerpoint