Reference no: EM133539396

Using the same business idea from above link concentrates on the recommendations and what one think the organisation should do over the next 12 months. The strategic marketing plan focuses on the implementation aspect of the marketing plan. Need to ensure that each element of the marketing mix is integrated, and need to calculate some of the financial impacts, such as the cost of promotion, and estimated revenue. focus on the Australian market.

1. Executive Summary
2. Table of Contents
3. Introduction
4. Positioning Strategy
5. Financial and Marketing Objectives
Details what is expected to achieve over the next 12 months with one new idea. Two main types of objectives need to be identified: financial objectives, e.g., how much revenue will be generated (what is your goal?), and marketing objectives.Objectives need to be S.M.A.R.T.

6. The Marketing Mix Programmes
This section focuses on the marketing mix, outlining the strategies, and objectives for
each element of the mix.
a) Product
b) Price
c) Place
d) Promotion
What is one IMC strategy? What are one IMC objectives? What promotional tools will one use? How will use these tools? Discuss what promotional tools will use, the rationale for using each tool, and what
one hope to achieve.
7. Projected Marketing Expenses
Include a marketing budget for the next 12 months. Need to provide a table which lists one marketing expenses (these need to be referenced - use a footnote referencing system). Itemise promotion expenses in this section. Don't forget to include all marketing expenses in this section.
Promotion expenses: This includes things such as banner advertising, media production
costs (e.g. the production costs to produce a television commercial), graphic design
costs, media buying costs (e.g. placing advertisements in newspapers, magazines, on
TV, billboards, online, etc.), marketing collateral material (e.g. brochures, retail stands,
posters, etc.), consumer samples, competitions, promotional teams, events,
sponsorship, and so on.
Note for future reference: Normally one would provide a Projected Profit & Loss statement
and conduct a breakeven analysis.

8. Evaluation and Controls
How will you monitor your financial, marketing and marketing mix objectives? Outline
your objectives, and how each objective will be evaluated and measured.
9. Action Programmes - The Timeline
How will each element of the marketing mix be dealt with? What will be done? When
will it be done? And how much will it cost (focus only on promotion costs)? Provide a
schedule for the next 12 months. May use the Gantt chart.
10. Collateral material
Includes promotional material.

11. Reference list

12. Appendices