NIKE JUMPING INTO THE HIGH-END FASHION BUSINESS
.Outlineof the Marketing Plan Paper
I.Executive summary-Provide a brief overview of your business and product line-Include your current product’s name, location, size, logo, symbols, slogan, models, etc
.II.Strategic Plan/Focus-Mission, goals, core competencies
III.SWOT analysis
IV.Market-Product FocusThis section explains yourunique selling proposition (USP) is of critical importance as it distinguishes your company from competitors.The hallmark of several great companies is their USP. For example, FedEx’s USP of “When it absolutely, positively has to be there overnight” is well-known and resonates strongly with customers who desire reliability and quick delivery.Jimmy John’s is freaky fast delivery.
2Also in this section of your marketing plan, detail the positioning you desire and how your pricing will support it. In other words, what do you want your customers to think of when your company is mentioned?
V.Marketing Program/StrategiesA.Target Marketand Marketing Mix:This section describes the customers you are targeting. It defines their demographic profile (e.g., age, gender), psychographic profile (e.g., their interests) and their precise wants and needs as they relate to the products and/or services you offer.Being able to more clearly identify your target customers will help you both pinpoint your advertising (and get a higher return on investment) and better “speak the language” of prospective customers. This section also covers your four “P”s.Be sure to discuss special offers deals you put together to secure more new customers and drive past customers back to you.Offers may include free trials, money-back guarantees, packages (e.g., combining different products and/or services) and discount offers. While your business doesn’t necessarily require offers, using them will generally cause your customer base to grow more rapidly.
VI.FinancialsThis part of your marketing plan is to create financial projections. In your projections, include all the information documented in your marketing plan.For example, include the promotional expenses you expect to incur and what your expected results will be in terms of new customers, sales and profits. Likewise include your expected results from your new retention strategy. And so on.While your financial projections will never be 100% accurate, use them to identify which promotional expenses and other strategies should give you the highest return on investment. Also, by completing your financial projections, you will set goals (e.g., your goals for your referral program) for which your company should strive
.VII.OrganizationThis section covers the management structure. Itexplains who is in charge of what activities.
VIII.Implementation Plan This section is the calendar of events for the marketing activities discussed in your paper. It’s the “When and Where” of all the marketing activities i.e. advertisements, promotions, sales, etc.
IX.Evaluation and control This section covers how you will know if the marketing plan was successful. For example, did sales increase? Has customer satisfaction gone up or down?
