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
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.
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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

Price

Discuss pricing strategy, expected volume, and decisions for the following pricing variables:

• List price
• Discounts
• Bundling
• Payment terms and financing options
• Leasing options

Distribution (Place)

Decision variables include:

• Distribution channels, such as direct, retail, distributors & intermediates
  
• Motivating the channel - for example, distributor margins
  
• Criteria for evaluating distributors
  
• Locations
• Logistics, including transportation, warehousing, and order fulfilment

Promotion

• Advertising, including how much and which media.
• Public relations
• Promotional programs
• Budget; determine break-even point for any additional spending
• Projected results of the promotional programs

VII. Short & Long-Term Projections

The selected strategy's immediate effects, expected long-term results, and any special actions required to achieve them. This section may include forecasts of revenues and expenses as well as the results of a break-even analysis.

VIII. Conclusion

Summarize all of the above.

Appendix

Exhibits

Calculations of market size, commissions, profit margins, break-even analyses, etc.

Keys to Success

Each of our postings to social media sites will include a trackable link so we know how many people click on each post. Using online tools like link redirectors (i.e., bit.ly, tr.im and others), we can also see how many of readers and followers repost or forward such links. We will also include trackable links within our email marketing messages.

Those who click to find more information about a game will be directed to landing pages, which are web pages that contain more information about a specific game, including details and links to download the games. These landing pages will be optimized for search engines (we have SEO, search engine optimization, expertise) so that when Internet users search on various keywords, our pages will rank highly in their search results.

Using online analytics tools, we will be able to see how many people click on various links in our media campaigns to go to the landing pages and how many click to download each game. However, online clicks cannot track users who use their mobile phone to download the apps directly, which may comprise the bulk of our downloads. For those, tracking of downloads is provided by the platform such as Appstore.

Target Market: Organizations Who Want to Reach Youth and Young Adults

Mobile game users consist of young people. Since the youth and young adult demographic is so large, it is also very lucrative. There are countless products targeting this demographic, from soda manufacturers to clothing designers to hair product companies. This segment can also consist of recruiters, which can be for military service or other jobs. Companies who already spend millions of dollars on marketing to this group are regularly looking for newer, more creative ways to reach this market to reinforce their brand and sell products.

Technology

Many people see technology as a solution to some of the problems that exist on our planet. It’s true that technology can be used for good, but with new developments come new challenges issues. The digital divide is one such issue, one that people are actively trying to overcome. Telecentres aim to bridge the digital divide by providing people access and knowledge about information technologies. A global telecentre movement is growing right now. Unfortunately, even where computer facilities are readily available, the digital divide persists—even in the world's most wealthy countries, access to the latest and most beneficial technologies is limited for those in rural areas and people with disabilities.

Major Social Networking Tools

Blogging

A blog is an online journal of information about a certain topic. The blogger, or owner of the blog, writes or publishes regular "posts," or articles, about the topic. Posts vary in size from 100 words to 1,000 depending on the nature of the topic. The posts might be published once a month or even once a day, depending on the blogger's time and energy for the blog.

A blog is a powerful means for the blogger to establish relationships with stakeholders by sharing his/her opinions and expertise on a regular basis. Stakeholders could include, e.g., customers, investors, employees, community leaders, collaborators and suppliers. The stakeholders read the blog posts to learn more about the topic and even more about the blogger.

HTML

Social Networking (via Social Media)

Online social networking is viewed by many as the next new paradigm in personal and organizational networking and marketing. People use social media to do the social networking -- media tools, such as Facebook, LinkedIn and Twitter. The following sections first give a broad overview of the movement of social networking, including basics about each of the most popular tools. The next section describes how to use the tools for personal and organizational networking and marketing.

Inbound Marketing Includes Market Research to Find Out:

1. What specific groups of potential customers/clients (markets) might have which specific needs (nonprofits often already have a very clear community need in mind when starting out with a new program -- however, the emerging practice of nonprofit business development, or earned income development, often starts by researching a broad group of clients to identify new opportunities for programs)
2. How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need (nonprofits might think in terms of outcomes, or changes, to accomplish among the groups of clients in order to meet the needs)
3. How each of the target markets might choose to access the product, etc. (its "packaging")
4. How much the customers/clients might be willing pay and how (pricing analysis)
5. Who the competitors are (competitor analysis)
6. How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition)
7. How the product should be identified -- its personality -- to be most identifiable (its naming and branding)