Marketing Plan: An Outline

A documented marketing plan should describe the general course of action and recommendations for marketing efforts for your throughout the calendar year.

Below is a sample Table of Contents for your marketing plan. You may download a Word document containing the entire template for your plan by clicking HERE.

  1. Marketing Plan for COMPANY NAME
  2. Situational Analysis - Market Strategy
  3. Market Environment
  4. Market Segments
  5. Product/service Offering
  6. Organizational Strategy
  7. Adoption Cycle
  8. Product/service(s) Life Cycle
  9. Growth Strategies
  10. Consolidation Strategies
  11. Market Size
  12. Market Share
  13. Sales Forecast
  14. Growth Potential
  15. Gaining Market Share
  16. Product/Service Positioning
  17. Marketing Mix
  18. Product/service OR Solution
  19. Product/service description (including components)
  20. Major market issues
  21. Top 5 sales points
  22. Positioning statements – why to buy
  23. Publication Dates
  24. Required discipline and product/service research
  25. Price OR Cost
  26. Strategy and Approach
  27. Placement OR Convenience
  28. Promotions OR Communication
  29. Advertising
  30. Direct Response
  31. Event Marketing
  32. Public Relations
  33. On-line Marketing
  34. Business Development – Alliances
  35. Collateral Support Materials
  36. Summary
  37. Appendix
  38. Media Schedule
  39. Gantt chart or Sequential Plan of Action
  40. Resource Requirements
  41. Manpower – to address bandwidth constraints
  42. Outside contracts
  43. Training needs
  44. Equipment needs
  45. Additional resources
  46. Competitive Matrix
  47. Pricing schedules
  48. Gratis schedules
  49. Budget
  50. Marketing Plan PowerPoint presentation