YOU MUST WRITE IN THE NOTES SECTION THE THINGS I WILL SAY WHEN I PRESENT)
Template instructions
The template is intentionally NOT designed to provide you with flexibility in how you design and format the slides (PPT or canva can be used, recommend to brand it according to your company)
However, it is expected that all of the information from each slide and all slides are included I
Yellow boxes are present in the slides with tips on completing each slide. Please remove the boxes and any notes before submitting.
Please be sure to source any of your information and include any of your background work in the appendix.
Submission: You will be expected to submit the ppt deck along with a 10 minute video presentation on your marketing plan.
The video presentation should be similar if you were presenting your marketing plan to your boss. You should go through the details of your plan with the intention of “selling” your marketing plan.
Executive summary
Tip: Executive summary should highlight only pertinent points of your plan, strategies, ideas, solutions, budget and recommendations that management needs to be aware of. Do not state generally the areas of a marketing plan.
Agenda
Current environment
Market overview
Market share analysis
Competitive analysis
Internal analysis
SWOT
Strategic insights
Strategic insights
Strategic marketing change
Target audiences
Marketing plan
B2C marketing plan
B2B marketing plan
Budget and Control
Profit and loss statement
Appendix
Market overview
Macroenvironmental analysis:
What is the macroeconomic situation (PESTLE) in your country and how does it impact marketing your product/service in your country?
What are top trends in your country that impact your business?
Micro (industry) environment analysis:
Who are the key suppliers, distributors, customers and competitors? What is the situation in the market for your country for your product/service? (Growing, declining, mature, market size)
What does the Porter’s Five Forces tell you about the industry’s attractiveness?
Market analysis:
What is the situation in the market for your country for your product/services? (market size, market revenue, market stage – growing ,declining, mature, etc.)
Who are the key stakeholders in your business at an industry and societal level?
How does your company add value to those stakeholders?
Tip: Using tools such as PESTLE, Porter’s Five Forces as well as competitive analysis conducted above, address the following questions in the market overview. Any tools used such as PESTLE, Porters, should be added into the appendix showing depth and sources of your analysis. Additional slides in the current environment section can be used to help you address the overview questions. Use Euromonitor for information. Overview should tell the story not just answer the questions. Be sure to include sources.
Revenue and Market Share Analysis
Tip: Flexibility is offered in how to showing market share for your company/country(graph or various graphs) However, you must include a text box to analyze the data including current market share and change in market share for company as well as analysis of market data (what companies are the leaders, what is happening with companies in terms of market share, etc.) Use Euromonitor for supporting materials and source data. Also be sure to indicate the overall revenue and volume sold for your country.
Competitive analysis
Tip: You have flexibility in how you present this information but the following information must be included. Must include source and year of the data.
Internal analysis
What is the company’s main product/service?
How is the overall company doing financially?
What is our reputation – how is our customer service viewed; what is our Net Promoter Score (NPS)
What is your company’s brand position?
What is the company’s competitive advantage?
Who is their target audience (B2B and B2C)?
Who are the key stakeholders for your company?
How does the company provide value to their stakeholders and society? Does it provide a competitive advantage?
What is the current marketing mix for your company/country? (Distribution, Product, Promotions, Price)
Tip: Using tools such as Business Model Canvas, market share information slide and your own research, address the following questions in an internal analysis. Any tools or resource should be added into the appendix showing depth and sources of your analysis. Slides should be adjusted to not include the questions but to tell the story of the internal analysis.
Marketing Mix
What is the current marketing mix for your company/country? (Distribution, Product, Promotions, Price)
Tip: Identify the current marketing mix and share examples including visuals of promotions
Market SWOT Analysis
Strengths
XXX
XXX
XXX
Opportunities
XXX
XXX
XXX
Weaknesses
XXX
XXX
XXX
Threats
XXX
XXX
XXX
Tip: Include top three strengths, weaknesses, opportunities and threats. These should be relevant to your company/country. Flexibility in the formatting. Be sure to think structurally in terms of the marketing mix –
Revenue and Market Share Forecasts
Sales objective:
Market share objective:
Tip: Using data found in your analysis, identify what will be your sales objective and market share objective for the year of your market plan
Stakeholder insights
Who are the main stakeholders (B2C and B2B) for you to develop your plan?
What did you learn about each stakeholder that is relevant to the marketing plan?
Strategic marketing change
Recommended change to marketing strategy:
Rationale for the change:
Implications to the plan:
Implications for societal value:
New/Revised Brand Positioning Statement: To [target segment (B2B and B2C) and need] our [brand] is [category] that [point of difference].
Building off of the situational analysis and SWOT, provide a recommended change to the market in which you will then build the rest of your marketing plan based off. Change must be implemented in the B2C and B2B industry. Recommended changes can include:
Create a new version of the product in a specific market
Create a new market (target group)
Jump into a new market within country (geographically)
Improve marketing strategy (target audience, distribution, pricing change) impact digitalization, pricing change etc.)
Target Audience
B2C Target Audience
B2B Target Audience
Tip: Target audience should be based on the marketing change you are making and who you will develop your marketing plan for. B2C details should include demographic, geographic, psychographic, behavioral and attitudinal elements. B2B should include: Industry, Company size, Geographic, role of targeted employee and any other key players in the decision making unit. Appendix should include the Buyer Personas for both target audiences and example of decision making unit.
B2C Marketing Plan
B2C Customer journey
RETENTION
CONVERSION
CONSIDERATION
AWARENESS
Tip: Identify the key interactions you want to have with the customer during their journey for your product/service. This should be your ideal customer journey, not what the company already does. Summarize on this slide with the dots indicate the different touchpoints you will have with the customer at each stage and what marketing efforts you will add to each stage.
B2C Marketing Plan – Overview
Marketing Objectives:
Marketing Mix:
Product/service
Identify the value proposition for the product/service
Pricing
Include recommended pricing
Distribution
Include what type of distribution system will be used
Promotions
Highlight promotional strategy including which tactics will be used
Key message and objective:
What is the key message you will want to communicate throughout the marketing plan
What is your objective of the key message
Tip: This marketing plan is developed based on your strategic change. Therefore you should adjust the marketing mix and set objectives accordingly. Should have three objectives that reach different parts of the funnel.
B2C Campaign Overview
Campaign Objective: ADD IN OBJECTIVES
17
Audiences:
Tactics:
Core Message:
Call to action:
Audiences:
Tactics:
Core Message:
Call to action:
Audiences:
Tactics:
Core Message
Call to action:
Awareness
Consideration
Conversion
Tip: Complete for each part of the funnel you audience, tactics, core message and call to action.
17
B2C Activity Timeline
Tip: You can design as you would like but should show a timeline of the different activities and when you will do them. Include in notes the reasons for your choices.
B2C Promotional Budget
Include a copy of an excel file outlining the budget and the monthly distribution
Budget should include all promotional activities related to your B2C plan and projected cost for each activity
Budget should make sense based on your revenue
Include in notes the reasons for your choices.
B2C KPI’s
Tip: Identify three KPIs for your marketing plan tied to your marketing objectives. Notes section should include why you chose those KPIs and how you will measure the success of those metrics.
B2B Marketing Plan
B2B Customer journey
RETENTION
CONVERSION
CONSIDERATION
AWARENESS
Indicate how you will improve your service at each stage of the customer journey
Tip: Identify the key interactions you want to have with the customer during their journey for your product/service. This should be your ideal customer journey, not what the company already does. Summarize on this slide with the dots indicate the different touchpoints you will have with the customer at each stage and what marketing efforts you will add to each stage.
B2B Marketing Plan – Overview
23
Marketing Objectives:
Decision Making Unit:
Marketing Mix:
Product/service
Identify the value proposition for the product/service
Pricing
Include recommended pricing
Distribution
Include what type of distribution system will be used
Promotions
Highlight promotional strategy including which tactics will be used
Key message and objective:
What is the key message you will want to communicate throughout the marketing plan
What is your objective of the key message
Tip: This marketing plan is developed based on your strategic change. Therefore you should adjust the marketing mix and set objectives accordingly. You should have one objective for each stage of the funnel shown in the campaign overview. Also include who is in the decision making unit.
B2B Campaign Overview
Campaign Objectives: ADD IN OBJECTIVES
24
Audiences:
Tactics:
Core Message
Audiences:
Tactics:
Core Message:
Call to action:
Audiences:
Tactics:
Core Message
Call to action:
Awareness
Consideration
Conversion
Tip: Complete for each part of the funnel you audience, tactics, core message and call to action.
24
B2B Activity Timeline
25
1st Quarter
2nd Quarter
3rd Quarter
4th Quarter
Jan
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Activity
Activity
Activity
Activity
Activity
Tip: You can design as you would like but should show a timeline of the different activities and when you will do them. Include in notes the reasons for your choices.
B2B Promotional Budget
Include a copy of an excel file outlining the budget and the monthly distribution
Budget should include all promotional activities and projected costs for each activity related to your B2B plan
Budget should make sense based on your revenue
Include in notes the reasons for your choices.
B2B KPI’s
Tip: Identify three KPIs for your marketing plan tied to your marketing objectives. Notes section should include why you chose those KPIs and how you will measure the success of those metrics.
Budget and control
Profit and Loss Statement
Budgeted Profit & Loss Statement
29
M eur
% of sales
Net sales (gross sales less discounts)
138212610
100%
Cost of sales (costs of goods sold, variable costs)
69106305
50%
Gross Margin
69106305
50%
Marketing costs:
Cost of sales force (salaries, commissions for agents, incentives, travelling, training, conferences)
25%
Promotional costs (B2B and B2C)
Contribution Margin / Net Marketing Contribution
General and Administrative expenses (managerial salaries and expenses, indirect overhead)
8%
Net profit before income tax / Operating profit
Tip: Add in the M eurs and % of sales based on your expenses. Cost of sales will stay fixed at 50%. Cost of sales force will also be fixed at 25% as well as general expenses at 8%. Consumer and trade marketing costs should come from your B2B and B2C marketing plan budgets. Include in the numbers and then calculate the full amounts and percentages for those not fixed. Net sales should be calculated based on what is your financial objective, tied to prior year’s revenue (and calculated in prior slide)
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Appendix
Target Personas
Other research/tools as used
Distribution network
Pricing
Business model canvas
Value proposition
KPI justification information
Any documents / details which show your background work
Buyer persona – B2C
<Copy and paste final buyer persona for B2C client after completing template at
https://xtensio.com/user-persona-template/>
Buyer persona – B2B
<Copy and paste final buyer persona for B2C client after completing template at
https://www.hubspot.com/make-my-persona>