Contents of a marketing plan

1. WHAT DOES A MARKETING PLAN INCLUDE?

2. EXECUTIVE SUMMARY & TABLE OF CONTENTS
1. Brief summary of the goals and recommendations
2. Outline of the rest of the plan

3. 1. 4C Framework: Customer,Competitor,Company,Context
2. SWOT analysis

4. 1.Define the mission, marketing, financial objectives, groups and needs that the market offerings are
intended to satisfy.

5. FINANCIAL PROJECTIONS
1.Sales forecast
2.Expense forecast
3.Break-even analysis

6. 1. Outlines the controls for monitoring & adjusting implementation of the plan.
2. Formulate goals & budgets for each month or quarter.

7. MARKETING PLAN CRITERIA
1.Is the plan simple?
2.Is the plan specific?
3.Is the plan realistic?
4.Is the plan complete?

8. CreatedbySantaNibedita,CETBhubaneswar,duringaninternshipbyProf.
SameerMathur,IIMLucknow.
www.IIMInternship.com