MARKETING PLANS • MARKETING COMMUNICATIONS PLAN 1. History of company 2. Organisation structure (size, location, number of employees) 3. Broad description of business (products and services, production) 4. Broad description of marketplace (main markets, size, location) 5. Financial performance history (growth over last few years) 6. Business context (the organisation and brands, market share, competitors, corporate and marketing strategy) 7. Customer context (target market, positioning, competitive advantage) 8. Internal context (financial constraints, organisational identity, marketing expertise) 9. External context (PESTL, Stakeholders) 10. Core strategy a. Promotional objectives (Corporate objectives: ROI, revenue, profit, ROCE. Marketing objectives: sales volume/ revenue, profit, market share, quality, positioning. Mkt communications objectives: awareness, image, attitude/ belief, knowledge/understanding, liking/ preference (direct marketing), establish database) b. Positioning c. Promotional strategies (pull, push, profile) d. Promotional mix (for each strategy) e. Schedule and budget summary (cost of plan, allocation of budget by activity) f. Control and evaluation
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