Marketing Plan Outline

Current Year Performance
Summary of how your company and its products and/or services performed so far this year

Recommendations
Objectives in units and sales and expenditures needed to achieve those sales; objectives support the company's marketing goals

1. The goal is typically achievable, quantifiable, timely, and supports the company's vision and mission

2. Objectives are broad statements of what needs to be done to support the company's marketing goal; each objective focuses on a specific accomplishment to be achieved using various marketing and communications elements

Profit and Loss Effect of the Recommendation
Summary of marketing effects over three-year period (last year, current year, projected year)

Background

1. Market

   1. Size:
      Unit sales, growth rate, and competition
   2. Consumer:
      Profile of consumers by geographic areas
   3. Pricing:
      Company and competitive pricing by unit size
   4. Competitive Spending:
      Media and promotional spending by six-month period
   5. Other:
      Any other helpful data

2. Company Products and Services

   1. Products and Services:
      Formulation, unique attributes, sizes, variety, and margins
   2. Manufacturing, Production, and Distribution:
      Plant capacity, capital investment required, and any production/ purchasing problems
   3. Product Research:
      Major studies relating to the company's products/services and/or its performance
   4. Market Research:
      All other pertinent research information
   5. Other:
      Any other helpful data

Opportunities and Problems

1. Opportunities
   Where sales are expected to be gained in the coming year

2. Problems
   Factors that might jeopardize success of the plan

Strategies

1. Marketing
   The basic objective and strategy planned to achieve it

2. Spending
   Investment for the coming year

3. Copy
   Brief review of advertising objectives, strategy, executions, and copy rotation

4. Media
   Brief review of media objectives, strategy, and comparison of sales volume to media expenditures

5. Promotion
   Brief review of objectives, strategy, and trade deals by area

Tests/Research
What is planned for coming year and costs