How to Write a Marketing Plan


Market Segmentation


– Each market has its different segments. Understanding relevant to your product market segments will help you determine your marketing mix (also sometimes referred to as the marketing mix, or “4P”, as described below), to better adapt your products to the market segment needs.


– The segments must be measurable, accessible, uniform, long-term (not change constantly), large enough to make a profit, and different from the other segments according to the marketing mix.


– Your segments in the marketing plan should follow a clear predictable form, as shown below:


Segment Name:


– Description


– The percentage of your sales in the segment


– Market requirements


– What is the role of your product in the segment


– What support is required segment


– The best way of advertising and communication segment


– The price sensitivity of the segment (price elastic or inelastic?)


– Repeat this process until such time until you have identified all of your major segments


Alternative marketing strategies


Describe in detail all the alternative strategies that you or your team have considered before entering into the current strategy. This may include the elimination of a particular product or product line, changing the price of the product, etc.


Selected marketing strategy


Explain the strategy, which was chosen and developed, you and your team. Why did you choose this strategy? Why do you think that this is the best possible strategy for the near future? Having set out the information on the paper, define for each of the “4P”:




– Brand name


– Planned product quality (a plastic toy fire truck worth $ 1 or a metal car with real flashing lights and siren?)


– The scope of the product line


– Guarantee


– Packaging




– List price


– Discounts


– Packaging


– Terms of payment


– The possibility of leasing (if applicable)


Place distribution


– Distribution channels (you sell this product yourself, you send it in retail stores or warehouses, etc.)


– Motivation distribution channel (how much you expect to get your distributors, if applicable in your case?)


– Criteria for evaluation of your distributors


– Location


– Logistics and Supply Chain Management




– Advertising (What are some ways? amounts of each type of advertising which promote the channels you want to use: TV, print, Internet, etc.?)


– Public relations


– Promotion programs


– Budget (including the determination of the break-even point)


– Expected outcomes of the promotion program (impact on customer loyalty, acquire new customers, etc.)


Short-term and long-term plans


This section should include projections of revenues and costs, break-even point analysis and any changes or amendments that, in your opinion, you will need to do in the future.




This is an enhanced version of your resume. Turn it all the specific numbers (projected costs, revenue, profits, etc.).




Do not forget to take into account the needs and ideas of each department (and, if necessary, each employee) in their marketing plan. It is also important to make sure that the plan is evenly matched with your business plan and your mission, vision and core values.


Turn on any charts, graphs, etc., which you may fill in the framework of creating a marketing plan as well as all the maps, graphs, etc., that are necessary to explain or develop any of the above sections.


Marketing Plan