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Rural Marketing Plan

The document provides an overview of what should be included in a marketing plan. It discusses the purpose and structure of a marketing plan, including sections on situational analysis, marketing strategy and objectives, tactical programs, budgeting, and additional considerations. The marketing plan is intended to summarize market research and detail how marketing objectives will be achieved. It is a highly detailed report used internally and externally to guide marketing efforts.

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Deepanshu Kaushik
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© Attribution Non-Commercial (BY-NC)
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939 views15 pages

Rural Marketing Plan

The document provides an overview of what should be included in a marketing plan. It discusses the purpose and structure of a marketing plan, including sections on situational analysis, marketing strategy and objectives, tactical programs, budgeting, and additional considerations. The marketing plan is intended to summarize market research and detail how marketing objectives will be achieved. It is a highly detailed report used internally and externally to guide marketing efforts.

Uploaded by

Deepanshu Kaushik
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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WHAT IS A MARKETING PLAN?
˜ A marketing plan is a written document that
summarizes what the marketer has learned
about the market place and indicates how the
firm plans to reach its marketing objective/s.
˜ The Marketing Plan is a highly detailed, heavily
researched and well written report that many
inside and outside the organization evaluate.
MARKETING PLAN
˜ The Marketing Plan is generally undertaken for
one of the following reasons:
1. As part of the yearly planning process within the
marketing functional area
2. Needed for a specialized strategy (e.g. new product
planning, entering new markets, or trying a new
strategy to fix an existing problem)
3. As a component within an overall business plan
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1. PURPOSE
2. SITUATIONAL ANALYSIS
3. MARKETING STRATEGY AND OBJECTIVES
4. TACTICAL MARKETING PROGRAMS
5. BUDGETING, PERFORMANCE ANALYSIS
AND IMPLEMENTATION
6. ADDITIONAL CONSIDERATIONS
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˜ Offer brief explanation for why this plan was
produced
˜ Suggest what may be done with the information
contained in the plan
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i. Current Product Analysis
ii. Customer Analysis
iii. Competitor Analysis
iv. Environmental Analysis (Opportunities &
Threats)
I. CURRENT PRODUCT ANALYSIS
˜ Product Attributes
˜ Pricing

˜ Distribution

˜ Promotion

˜ Services Offered

˜ Sales Analysis
II. CUSTOMER ANALYSIS
˜ demographic/psychographic profile of the market:
˜ gender, income, age, occupation, education, family life cycle,
geographic region, lifestyle, attitudes, purchasing characteristics, etc.
˜ characteristics of customers:
˜ Needs/benefits sought by market
˜ Product usage: Who, why, when, how?
˜ Customer Perception and attitude
˜ purchasing process:
˜ How does they make their purchase?
÷ decision-making process, decision maker, information sought for purchasing,
˜ Who makes the purchase?
÷ Does user purchase or is other party responsible (e.g., parent purchasing for
children)?
˜ Who or what influence the purchase?
˜ market size estimates:
III. COMPETITOR ANALYSIS
˜ Describe direct competitors in terms of:
÷ Target markets served
÷ Product attributes, Pricing, Promotion,
Distribution network
÷ Services offered
˜ Discuss competitor·s strengths and weaknesses
IV. ENVIRONMENTAL ANALYSIS
(OPPORTUNITIES & THREATS)
˜ Describe trends, events, conditions that are
external (usually uncontrolled by the company)
that may impact the company·s product(s) or the
market.
÷ social and cultural
÷ demographic
÷ economic
÷ technological
÷ political
÷ legal, regulatory, ethical
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˜ Segmentation
˜ Target Market (who will be our customer)

˜ Positioning

˜ Branding etc
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˜ It contains descriptions of Marketing Mix or
detailed tactics to be carried out to achieve the
objectives and goals established in Step 3.
÷ Product
÷ Promotion
÷ Pricing
÷ Distribution
÷ Other Areas
5.   # !
 
 

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lay out spending requirements necessary for meeting
the plan·s objectives
˜ Outline spending requirements for each tactical
marketing decision
÷ Breakdown each tactical category
˜ e.g., types of advertising, types of services offered, marketing
research expense, etc.
÷ Show detailed spending timetable by:
˜ Month, Year
÷ Show spending by:
˜ Product (if plan is for more than one)
˜ Segment/Geographic area
˜ Distribution Network/Channel
FINANCIAL ANALYSIS
˜ Financial Projections
÷ Cash flow/revenue
÷ Scenario analysis
÷ Profitability

˜ Breakeven Analysis
˜ Marketing Contribution

˜ Ratio Analysis

÷ Limit to important marketing ratios


÷ e.g., sales cycle, advertising-to-sales, conversions
from trial to purchase, website traffic-to-search
engine marketing, etc.
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˜ potential situations that may affect the plan
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