Marketing Plan

Lilly-Cat
Mind Map by Lilly-Cat, updated more than 1 year ago
Lilly-Cat
Created by Lilly-Cat over 6 years ago
94
5

Description

Marketing Plan Brain Map

Resource summary

Marketing Plan
  1. Executive Summary
    1. Table of Contents
      1. Current Market Situation
        1. Target Market
          1. Health concsiouss
          2. Product
            1. 2013
              1. Industry Growth Rate 2.4%
                1. Sales Revenue $2.41 Billion
              2. 2011
                1. Industry sales units
                  1. Industry Growth Rate 4.4%
                    1. Company's Market Share
                      1. Average unit price
                        1. Variable cost per unit
                          1. Unit Gross Contibutions
                            1. Sales volume (Units)
                              1. Sales Revenue $2.30 Billion
                                1. Gross contibution
                                  1. Overheads
                                    1. Net conrtibution
                                      1. Promotional expeniture
                                        1. Sales force & Distribution
                                          1. Marketing research
                                            1. Net operating profit
                                            2. 2012
                                              1. Industry Growth Rate 0.7%
                                                1. Sales Revenue $2.42 Billion
                                                2. 2014
                                                  1. Industry Growth Rate 2014/15 1%
                                                    1. Sales Revenue $2.40 Billion
                                                      1. Market Share 57.4%
                                                    2. 2015 Forecast
                                                      1. Growth 1.2%
                                                    3. Competition
                                                      1. Asahi Holdings
                                                        1. Pepsi Next
                                                          1. Size
                                                            1. Goals
                                                              1. Product quality
                                                                1. Marketing strategy
                                                                  1. Market share
                                                                  2. Market share 24.4%
                                                                2. Distibution
                                                                  1. Supermarkets 55%
                                                                    1. Specialty soft drink wholesalers 19%
                                                                      1. Grocery wholesalers 15%
                                                                        1. Other 11%
                                                                        2. Macro-environment
                                                                          1. Company
                                                                            1. Demographic
                                                                              1. Economic
                                                                                1. Natural
                                                                                  1. Technological
                                                                                    1. Automating production
                                                                                      1. Plant based PET bottles
                                                                                        1. Political
                                                                                          1. Cultural
                                                                                      2. SWOT and issue analysis
                                                                                        1. SWOT
                                                                                          1. Strengths
                                                                                            1. Control of distribution arrangements
                                                                                              1. Supply contracts in place
                                                                                                1. Economies of scope
                                                                                                  1. Attractive product presentation
                                                                                                    1. Marketing of differentiated products
                                                                                                      1. Economies of scale
                                                                                                      2. Weaknesses
                                                                                                        1. Opportunities
                                                                                                          1. Health conscious negatively affects demand - avoiding sugar
                                                                                                            1. Stevia prices may be less volatile than sugar
                                                                                                              1. Diet and low sugar products allow the retention of consumers
                                                                                                              2. Threats
                                                                                                              3. PEST
                                                                                                                1. Political
                                                                                                                  1. Economical
                                                                                                                    1. Social
                                                                                                                      1. Technology
                                                                                                                    2. Objectives
                                                                                                                      1. Financial
                                                                                                                        1. Marketing
                                                                                                                      2. Marketing Strategy
                                                                                                                        1. Target market
                                                                                                                          1. Product positioning
                                                                                                                            1. Product Line
                                                                                                                              1. Cans
                                                                                                                                1. 250 ml
                                                                                                                                  1. 375 ml
                                                                                                                                    1. 8X200 ml
                                                                                                                                      1. 10X375 ml
                                                                                                                                      2. PET bottles
                                                                                                                                        1. 390 ml
                                                                                                                                          1. 450 ml
                                                                                                                                            1. 600 ml
                                                                                                                                              1. 1.25 lt
                                                                                                                                              2. Glass
                                                                                                                                                1. 330 ml
                                                                                                                                                  1. 1 lt
                                                                                                                                                    1. 4X330 ml
                                                                                                                                                  2. Price
                                                                                                                                                    1. Distribution outlets
                                                                                                                                                      1. Sales Force
                                                                                                                                                        1. Service
                                                                                                                                                          1. Integrated marketing communication
                                                                                                                                                            1. Sales Promotion
                                                                                                                                                              1. Synchronous
                                                                                                                                                                1. Research and development
                                                                                                                                                                  1. Marketing Research
                                                                                                                                                                  2. Action Programs
                                                                                                                                                                    1. What will be done?
                                                                                                                                                                      1. When will it be done?
                                                                                                                                                                        1. Who will do it?
                                                                                                                                                                          1. How much will be spent?
                                                                                                                                                                    2. Projected Profit and Loss Statements
                                                                                                                                                                      1. Revenue
                                                                                                                                                                        1. Sales volume in units and average price
                                                                                                                                                                        2. Expenses
                                                                                                                                                                          1. Production
                                                                                                                                                                            1. Distribution
                                                                                                                                                                              1. Marketing
                                                                                                                                                                                1. Promotions
                                                                                                                                                                                  1. Research
                                                                                                                                                                              2. Controls
                                                                                                                                                                                1. Set goals
                                                                                                                                                                                  1. Measure performance
                                                                                                                                                                                    1. Evaluate performance
                                                                                                                                                                                      1. Take corrective action
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