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How to Use This Template

This template can be used as an outline and guide throughout the writing of your company’s
marketing plan. It includes editable sections for:

● Business Summary
● Business Actions
● Target Market
● Market Strategy
● Budget
● Market Positioning
● Next Steps

Once you’re ready to begin, delete this page and start filling out your info below. Remember,
you can add/edit/delete any copy or sections as you see fit.

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 Company Name
Marketing Plan [Template]

Our Objective: Write a summary of how this marketing plan will help in your business
growth and what purpose you wish to fulfill with it.

Authors of Document:
● [Name #1] [Email Address #1]
● [Name #2] [Email Address #2]
 Table of Contents
1. Business Summary
 Company Name
 Marketing Leadership Team
 Headquarters, Office Locations
 Mission Statement
 SWOT Analysis

2. Business Actions
 Major initiatives: marketing initiatives, goals, metrics

3. Target Market
 Industry Name
 Buyer Persona(s)
 Competitive Analysis

4. Market Strategy
 Product
 Price
 Promotion
 People
 Process
 Physical Evidence

5. Budget
6. Market Positioning
7. Next Steps
 Business Summary
Our Company
[Company name] is a company headquartered in [location of HQ] with offices in
[satellite office locations]. The company’s mission is to [mission statement].

Our Marketing Leaders

[Marketing Leader 1] is [company name]’s [job title of Marketing Leader 1]. S/he will
[brief job description of Marketing Leader 1].

[Marketing Leader 2] is [company name]’s [job title of Marketing Leader 2]. S/he will
[brief job description of Marketing Leader 2].

[Marketing Leader 3] is [company name]’s [job title of Marketing Leader 3]. S/he will
[brief job description of Marketing Leader 3].

[Marketing Leader 4] is [company name]’s [job title of Marketing Leader 4]. S/he will
[brief job description of Marketing Leader 4].

SWOT Analysis
As [company name]’s marketing team, we want to help the business grow in what it does
well, change in what it doesn’t, get the maximum benefits out of the opportunities, and
defend it from challenges. For that purpose, we have created a SWOT analysis for it
below.

Strengths Weaknesses Opportunities Threats

What we’re good What we want to What the industry What we think
at. What’s fix. What we want might soon ask for. could act as an
working for our to improve. What What we think obstacle.
company. What we want to we’ll be good at in What/who we
our customers become better at. the future. What think could
like about us. will be our USP? reduce our
customer base.

[Enter strengths [Enter [Enter [Enter threats

here] weaknesses here] opportunities here]
here]
 Business Actions
[Company name] has the ultimate goal of [chief company goal]. To help the business achieve
that, our marketing team will take the following actions in [current year]:

Initiative 1
Description: [Example: Over the next 12 months, we will work on building our Instagram
presence, so more people can discover us.]

Goal of initiative: [Example: To increase social media audience and create quality
content along with necessary optimizations that is shared.]

Metrics to measure success: [Example: 50,000 organic page views per month / 10 lead
conversions per month.]

Initiative 2
Description:

Goal of initiative:

Metrics to measure success:

Initiative 3
Description:

Goal of initiative:

Metrics to measure success:

 Target Market
Industries
In [current year], we’re targeting the following industries where we want to sell our products
and reach out to our target audience.

[Industry 1]

This includes [sub-industries where your business might target specific segments of
your audience]. [Example: Industry 1: Example: Personal Care products: Your
company can target spas, salons, hotels, etc.]

[Industry 2]

This includes [sub-industries where your business can target specific segments of your
audience]. [Example: Industry 2: Packaged foods: Your business can target school
lunch programs, hostels, supermarkets, etc.]

Buyer Personas
Within our target market(s), we’ve created the following buyer personas to represent our
segmented customers.

[Buyer Persona 1]

[Buyer Persona 1] is [age range] years old. S/he works in [job title or industry
name] for a living and spends his/her free time [describe lifestyle family size etc.].
Ultimately [Buyer Persona 1] wants [personal or professional challenge(s) that
your business will try to solve].

[Buyer Persona 2]

[Buyer Persona 1] is [age range] years old. S/he works in [job title or industry
name] for a living and spends his/her free time [describe lifestyle family size etc.].
Ultimately [Buyer Persona 1] wants [personal or professional challenge(s) that
your business will try to solve].
Competitive Analysis
Within our target market(s), we have identified the following competitors:

[Company 1]

Products we compete with:

This competitor’s product/service what it does and what is their unique selling
point.

Other places we compete:

Example: This competitor has a prominent audience on platforms consisting of our

target market where we’d like to promote.

[Company 2]

Products we compete with:

Other places we compete:

[Company 3]

Products we compete with:

Other places we compete:

[Company 4]

Products we compete with:

Other places we compete:

 Market Strategy
Product

Describe the products with which you’ll begin your business and enter the market
described in the above section. How will this product solve the challenges and
problems of buyer persona(s)? What makes this product different from (or at least
better against) your competition?

Price

How much will you sell this product for? Is it competitive? Does it fit into your
customers’ budget? Will you run any seasonal promotions/discounts for this product?

Promotion

How will you advertise this product? Think about what channels and activities will
help you promote your product. What about your promotion strategies would add
more value to your product?

People

What are the roles of different people in the marketing department and what aspect of
the marketing strategy do they contribute to? Describe what each of them or each
team will do to make your marketing strategy a success.

Process

What is your delivery process if you have one? Is it a subscription service? What
challenges will your product solve?

Physical Evidence

How would you display your product? If you sell an intangible product what evidence
would you show of the product and its efficiency?
 Budget
Over the course of the [Current Year] with the funds allotted to the marketing team, we wish
to invest in the following areas to achieve the goals mentioned in the marketing plan.

Marketing Expense Estimated Price

Advertising Expenses

Event 1 [Hosting]

Event 2 [Attending]

Promotional Expenses [ For the given time

period]

Pay-per-click (Google)

[To add more rows to this table, right-click a

cell, then select Insert > Rows Above / Rows
Below]

Total [Total Marketing Team Expense for

Current Year]
 Market Positioning
Through this section we’ll determine where do we stand in the current market, and who are
our most prominent competitors.

[Competitor 1]
Industry [Example: Bath towels for hotels]

Their market position [ Example: Leading brand in the state]

[Competitor 2]
Industry:

Their market position:

[Competitor 3]
Industry:

Their market position:

[Competitor 4]
Industry:

Their market position:

[Competitor 5]
Industry:

Their market position:

 Next Steps
We will utilize the following channels, software and strategies to bring our plan into action
and to track its progress.

Email Marketing

Describe how you’ll use email marketing to promote your product or service.

Social Media

Describe how you’ll promote your product or service on social media.

Other Channels

Give an overview of what channels can be used for the promotion of your product or
service.

Marketing CRM

Note down which software you’ll use for managing customer relations and how to use
the same in brief.

Web Hosting Services

Describe which web host you’ll use and how to use it.

Advertising Strategy

Describe what you wish to achieve with your advertising efforts and how you’ll do the
same.

Content Strategy

Describe your content strategy and what form of content you’ll use and how often
you’ll produce the content.