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Pi International Marketing Plan

In:

Submitted By Gulpa
Words 4974
Pages 20
1. Introduction/overview
1.1 Scope of the plan
• Nature of the product/company
• Timeframe of the plan
• Geographies/markets/segments covered by the plan
• Any limitations to resources or key assumptions on which the plan is based
1.2 Objectives
• What are the objectives you hope to reach by actioning this plan (remember: these need to be S.M.A.R.T.)
• How do these objectives support overall corporate strategy and objectives
2. Background
2.1 History, company/product profile
2.2 Environment
• Macro
• Micro
2.3 The Market (remember to clearly identify the market/markets in terms of the job the customers are trying to get done, rather than in terms of industry/product); include:
 Competitors
 Existing segments
2.4 Main strategic issues
• Detailed SWOT MA
3.Objectives
3.1 Statement of Objectives
Note how these objectives support broader corporate objectives (e.g.: profit growth/maintenance, diversification of geography/product, rationalisation/consolidation, risk minimisation, etc). Include:
• starting Canvas and future/intended Canvas
• description of current positioning and future/intended positioning (on the Pine and
Gilmore map)
• current and future "brand pantheon" (if applicable)
4. Strategic Initiatives
4.1 Strategic overview
Description of the market, segments and targeted segments (including why these segments have been chosen), i.e who/what is the focus of the strategic initiatives and why
4.2 Key strategic initiatives (maximum of 3) - include:
• Key consumer/market insights on which the initiatives are based
• Implications for tactical rollout of the integrated marketing mix
• Impact that each initiative will have on o focus segments and positioning (explain how it will help you get to disciplined performance zone as per Pine and Gilmore) o brand pantheon (if applicable)
• How each

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