MODERN MARKETING PLAN OUTLINE UTILIZING THE 7i MARKETING WHEEL
I. ? Exec Summary
The opportunity! - brand and business sustainment, vision/mission - objectives, resources and critical path to success
II. ?Situational Analysis
Data interpretation, demographics, needs, trends, growth, SWOT, competition, opportunities, positioning
III. Marketing Strategy
a. Product/Innovation Strategy & Segmentation - gap analysis, product/service portfolio, roadmap, competencies, milestones and segments
b. Brand Strategy - brand identification and description, bran vision-voice-promise, customer experience and value props, emotional attachments, brand statements
c. Price Strategy - method, objectives, ROI/TCO, price matrix, price-brand investment mark ?
d. Implementation and Channels - working from holistic customer experience objectives first, determine supply chain, streamlined channels and resources required, training, recruitment and channel compensation
e. Engagement Strategy & Mix - budget, objectives and elements mix for influencing (lead-gen, education, awareness, pipeline/funnel, MQL-calc), BI/CRM, messaging/sound-bites, content and campaign plans
IV. Financial Projections
Sales forecast, expense forecast and break-even analysis with optional risk analysis
V. Agile Implementation
Controls & Measurement - data/KPI inspection, marketing analytics and lessons learned to adapt, react, drive latest best practices to support the business and brand sustainability
* Questions for evaluating a plan. 1. Is the plan simple and succinct? 2. Is the plan complete? 3. Is the plan specific? 4. Is the plan realistic?