KElloggs Marketing Plan
Marketing Plan Outline
I. Executive Summary
A high-level summary of the marketing plan.
II. The Challenge
Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.
III. Situation Analysis
Company Analysis
• Goals
• Focus
• Culture
• Strengths
• Weaknesses
• Market share
Customer Analysis
• Number
• Type
• Value drivers
• Decision process
• Concentration of customer base for particular products
Competitor Analysis
• Market position
• Strengths
• Weaknesses
• Market shares
Collaborators
• Subsidiaries, joint ventures, and distributors, etc.
Climate
Macro-environmental PEST analysis :
• Political and legal environment
• Economic environment
• Social and cultural environment
• Technological environment
SWOT Analysis
A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:
• The firm's internal attributes can be classed as strengths and weaknesses.
• The external environment presents opportunities and threats.
IV. Market Segmentation
Present a description of the market segmentation as follows:
Segment 1
• Description
• Percent of sales
• What they want
• How they use product
• Support requirements
• How to reach them
• Price sensitivity
Segment 2 . . .
V. Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.
VI. Selected Marketing Strategy
Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.
Product
The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include:
• Brand name
• Quality
• Scope of product line
• Warranty
• Packaging
I. Executive Summary
A high-level summary of the marketing plan.
II. The Challenge
Brief description of product to be marketed and associated goals, such as sales figures and strategic goals.
III. Situation Analysis
Company Analysis
• Goals
• Focus
• Culture
• Strengths
• Weaknesses
• Market share
Customer Analysis
• Number
• Type
• Value drivers
• Decision process
• Concentration of customer base for particular products
Competitor Analysis
• Market position
• Strengths
• Weaknesses
• Market shares
Collaborators
• Subsidiaries, joint ventures, and distributors, etc.
Climate
Macro-environmental PEST analysis :
• Political and legal environment
• Economic environment
• Social and cultural environment
• Technological environment
SWOT Analysis
A SWOT analysis of the business environment can be performed by organizing the environmental factors as follows:
• The firm's internal attributes can be classed as strengths and weaknesses.
• The external environment presents opportunities and threats.
IV. Market Segmentation
Present a description of the market segmentation as follows:
Segment 1
• Description
• Percent of sales
• What they want
• How they use product
• Support requirements
• How to reach them
• Price sensitivity
Segment 2 . . .
V. Alternative Marketing Strategies
List and discuss the alternatives that were considered before arriving at the recommended strategy. Alternatives might include discontinuing a product, re-branding, positioning as a premium or value product, etc.
VI. Selected Marketing Strategy
Discuss why the strategy was selected, then the marketing mix decisions (4 P's) of product, price, place (distribution), and promotion.
Product
The product decisions should consider the product's advantages and how they will be leveraged. Product decisions should include:
• Brand name
• Quality
• Scope of product line
• Warranty
• Packaging