A marketing plan is a request for funds in return for a promised level of incremental revenues, unit sales, market share or profits. One can develop marketing plans for products, services, market segments or brands. The critical components of a marketing plan includes the following:
Objectives (attract new consumers, create new uses, increase share of requirements, incent trial, encourage repeat purchase, encourage add-on purchase, increase awareness, increase loyalty, change value perception, increase emotional bond, extend into new product and service categories, etc.)
Customer profile (segments, needs, attitudes, behaviors, insights, etc.)
Strategies and tactics (touching upon all key marketing components that will be used: product, packaging, pricing, distribution, advertising, publicity, sales promotion, selling, etc.). Be specific.
Operations considerations (impact on plant capacity, need for new assets, etc.)
Pro forma profit and loss statements, balance sheets, cash flows, etc.
Including funds required to execute plan
Supporting customer research (qualitative research, concept testing, volumetric modelin...