Section 4: The Strategy
PDF course book pages 477 – 478
- The strategy: Why did you choose the strategy you did? Consider including a brief discussion of alternatives that were considered and discarded
- The offering: Provide details on the features and benefits of the offering, as well as price options.
- The communication plan: How will the offering be launched? What will the ongoing communication strategies be? This section is likely to be fairly broad and will require collaboration with communication partners such as your firm’s advertising agency.
- Distribution: How will the offering be sold? Who will sell it? Who will ship it? Who will service it?
Section 5: The Budget
PDF course book pages 479 – 480
- Investment: Provide details about the budget needed to launch and maintain the offering.
- Return: List both short-term and long-term financial goals of the offering, including its projected sales, costs, and net income
Section 6: Conclusion
PDF course book page 480
In the conclusion, repeat the highlights. Summarize the target market, the offer, and the communication plan. Your conclusion should remind the reader of all the reasons why your plan is the best choice.
Section 1. Executive Summary
PDF course book page 469
A marketing plan starts with an executive summary. An executive summary should provide all the information your company’s executives need to decide without reading the rest of the plan. The summary should include a brief description of the market, the product to be offered, the strategy behind the plan, and the budget. Any other important information, such as how your competitors and channel partners will respond to the actions your firm takes, should also be summarized. Because most executives will be reading the plan to make budgeting decisions, the budgeting information you include in the summary is especially important. If the executives want more detail, they can refer to the “budget” section, which appears later in the plan. The executive summary should be less than one page long; ideally, it should be about a half page long. Most marketing plan writers find it easier to write a plan’s summary last, even though it appears first in the plan. A summary is hard to write when you do not know the whole plan, so waiting until the plan is complete makes writing the executive summary easier.