THE MARKETING PLAN
aka THE MARKETING MIX
aka THE 4 P’S AND 2 C’S
Marketing:
Various business activities that are designed to build a brand and increase the sales of a
company. “Marketers” use the elements below to summarize all the areas that need to
be considered when marketing a product or service.
Product
o Refers to a product or service
o What is the core benefit?
o What features are needed and/or
critical to success?
Price
o Refers to the selling price
o What is the most the customer is
willing to pay?
o Price reflects the cost of making,
plus a profit margin
o Critical element in the mix because
price conveys quality/image
o Too high = low sales
o Too low = low quality
o Important: Where is price relative
to others? Where do we “fit” in
the market vs. other products?
Place
o Where is the product available?
o Internet, catalogue, store, door to
door, party, phone
o Must be convenient for customers
o Distribution can be
Extensive, Selective or Exclusive
Promotion
o Communicates the message to the
consumer (getting the word out!)
o What is the brand’s message to the
consumer? Key decision.
o Techniques include: advertising,
personal selling, contests,
giveaways, coupons, packaging,
branding, public relations
Consumer/Customer
o The number one focus of the
company at all times
o Who is the target market?
o Age, sex, income, education,
occupation, family size, hobbies
o Research determines these things
o How can we appeal to our target
market? How do we get the
message across to “our group”?
Competition
o How are we different?
o Creating brand loyalty is the
ultimate goal.
o Which companies are a “threat” to
us?
ALL OF THESE ELEMENTS MUST “FIT” TOGETHER. IN OTHER WORDS, EACH PART IS
CAREFULLY PLANNED TO REINFORCE THE BRAND IMAGE OR MESSAGE THAT HAS BEEN
CHOSEN. (E.G. BMW IS NOT SENDING OUT COUPONS, MANY HIGHER-END BRANDS ARE
NOT SELLING IN WALMART)
Tasks/Assignment
Part 1:
With a partner (CHOOSE YOUR PARTNER WISELY, by yourself if you wish), using some
internet research and your own ideas, thoughts and opinions, prepare point-form
notes outlining the marketing plan for a popular national brand of your choice.
Part 2:
Prepare a minimum 7-slide (title plus 6 at least) Powerpoint or Prezi (or other)
presentation that outlines each element of your brand’s marketing mix. Present to
the class.
Evaluation criteria:
You will be marked on:
Communication (slideshow detail, writing, organization, attractiveness, speaking,
expression of ideas)
Thinking (detail in strategies, creativity in presentation)
Application (effectiveness of ideas expressed within overall marketing mix concept)