Marketing Plan Model

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MARKETING PLAN MODEL

Example: Region Iberia

(Model for B2B – Horeca business)

JUAN ANTONIO BENITO

[email protected]

www.linkedin.com/in/jbenitoc

+34 687253432

+49 15756978859

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This is an example of a synthetic plan for a company that operates in

different market segments, and with different sales channels. It is a

simulated case that might be applied to any Company operating in the B2B

business.

However, all the information must always be supported by real data,

defendable during the Presentation to the Executive Board.

Neither the model, nor the information or numbers contained in the

following templates belong to any real Marketing Plan or Company.

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INDEX

Market Indicators

Economy / Competitive environment / Segments

Sales Indicators

Product Category / Segment Category / Main Product Type / Evolution of Costs

/ Evolution of Sales Price / Sales performance vs Market evolution

Key Learnings & Implications

Launches 2012

Marketing Initiatives

Product Mix / Competition Benchmark / Incentive Platform / Digital Positioning

Plan 2012

By Product Category / By Channel & Segment / Quarterly by Segment

Budget Plan 2012

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MARKET INDICATORS

Indicators Spain 2007 2008 2009 2010 2011

IPC 4,2% 1,4% 0,8% 3,0% 3,1% July

PIB 3,2% -1,4% -3% 0,6% 0,8% Q1

Unemployment rate 8,6% 13,9% 18,8% 20,3% 20,89% Q2

ECONOMY

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MARKET INDICATORSCOMPETITIVE ENVIRONMENT

100.000.000 €; 44%

60.000.000 €; 26%

40.000.000 €; 17%

15.000.000 €; 6%

10.000.000 €; 4%8.000.000 €; 3%

Competitor 1

Competitor 2

Competitor 3

Competitor 4

My Company

Others

30.000.000 €;

36%

15.000.000 €;

18%

20.000.000 €;

24%

10.000.000 €;

12%8.000.000 €;

10%Segment 1

Segment 2

Segment 3

Segment 4

Segment 5

MARKET SHARE

MARKET

SEGMENTATION

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MARKET INDICATORSMAIN SEGMENTS

We can assume that our Segment XX depending on Hospitality

has increased +5% vs LY, whereas Segment YY depending on

FoodService is decreasing -8%, confirming a traffic increase in

Hospitality, with less consumption in Restaurants.

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SALES INDICATORSPRODUCT CATEGORY YTD

Net Sales & GM% Iberia July YTD

0 €

1.000.000 €

2.000.000 €

3.000.000 €

4.000.000 €

5.000.000 €

6.000.000 €

Product

Category 1

Product

Category 2

Product

Category 3

Product

Category 4

Product

Category 5

Product

Category 6

0,00%

20,00%

40,00%

60,00%

80,00%

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SALES INDICATORSSEGMENT CATEGORY YTD

Net Sales & GM% Iberia July YTD

0 €

1.000.000 €

2.000.000 €

3.000.000 €

4.000.000 €

5.000.000 €

6.000.000 €

7.000.000 €

8.000.000 €

9.000.000 €

10.000.000 €

Segment 1 Segment 2 Segment 3 Segment 4 Segment 5

0,00%

20,00%

40,00%

60,00%

80,00%

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SALES INDICATORS

Net Sales (€)

0

1.000.000

2.000.000

3.000.000

4.000.000

5.000.000

6.000.000

7.000.000

Type 1 Type 2 Type 3 Type 4

2008 2009 2010 LY July 2010 YTD July 2011

+20%-9%

+10%-13%

+18%

-10%

-15%-3%

-7%

-7%

+7%

-5%

MAIN PRODUCT TYPES

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SALES INDICATORSEVOLUTION OF COSTS

ACT VS STD 2011 STD (€/Kg) ACT (€/Kg) COST INCR 011

Direct 0,60 0,66 10,00%

Accounts 0,62 0,68 9,68%

Distribution 0,66 0,72 9,09%

Total 0,64 0,68 6,25%

Evolution Cost / Kg (€) Iberia

0,00

0,20

0,40

0,60

0,80

Direct 0,70 0,72 0,68 0,71 0,66 0,59 0,60

Accounts 0,65 0,68 0,66 0,64 0,64 0,61 0,62

Distribution 0,72 0,75 0,76 0,73 0,70 0,68 0,66

July 08 FY 08 July 09 FY 09 July 010 FY 010 July 011

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SALES INDICATORSEVOLUTION OF SALES PRICE

PRICING 2011 Increase Impact % Impact

January 2011 3,50% 2,50% 1.200.000 €

July 2011 2,00% 1,00% 300.000 €

PLAN PRICING 2012 Increase Impact % Impact

January 2012 2,50% 1,30% 630.000 €

Evolution Net Sales / Kg (€) Iberia

0,00

0,50

1,00

1,50

2,00

2,50

3,00

3,50

Direct 3,10 3,20 3,00 2,80 2,70 2,60 2,50

Accounts 2,60 2,80 2,60 2,50 2,60 2,80 2,90

Distribution 3,40 3,50 3,50 3,30 3,20 3,10 3,20

July 08 FY 08 July 09 FY 09 July 010 FY 010 July 011

Objective List Price

Increase 2012:

2,5% vs LY

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SALES INDICATORSSALES PERFORMANCE VS MARKET EVOLUTION

Important consumption decrease in stable customers of Segment 5. Important

loss of customers also in this segment.

Special actions to be considered in: Price Increase & Product Mix change

Market Evolution Current Customers Evolution Current Sales

Q4 010 YTD July 011 OL Q4 011 Q4 010 YTD July 011 OL Q4 011 YTD 011 OL Q4 011

Segment 1 -12,00% 1,00% -3,00% -13,00% -4,00% -2,00% 2,00% 1,00%

Segment 2 -7,00% -2,00% -4,00% -6,00% -1,00% -3,00% -7,00% -5,00%

Segment 3 -6,00% 1,00% 4,00% -2,00% 4,00% 8,00% -3,00% -2,00%

Segment 4 3,00% 2,00% 1,00% 3,00% 0,00% 1,00% -1,00% 1,00%

Segment 5 -2,00% -4,00% -6,00% -3,00% -10,00% -8,00% -15,00% -14,00%

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KEY LEARNINGS & IMPLICATIONS

KEY LEARNINGS IMPLICATIONS

- Mature market

- Economical situation not recovering

- Lower consumption by Customers

- Growth needs to come by collecting customers from

competition

- Market's main sensitivity is Price

- Potentiate product ranges with higher added value, and clear

communication of final cost

- Higher presence in sectorial fairs and events for Branding

- Loss of Sales in main Ranges - Potentiation of main Categories through Advertizing

- Create effective incentives for Sales Team. Opportunity to

define interactive incentive Platform

- Low penetration in small Customers - Strategy for gaining new customers through Digital Positioning

to increase Visibility of Company, transferring them to

Distribution

- Costs increase - Redefine Product and Customer Mix

- Sales increase 2012 needs to cover Cost increase & Inflaction

rate

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LAUNCHES 2012

Objective New Launches Incremental 2012 for Iberia: 1.100.000 €

Net Sales Spain (€) Net Sales Portugal (€)

NEW LAUNCHES OL 2011 Plan 2012 Incr 2012 Incr % OL 2011 Plan 2012 Incr 2012 Incr %

Innovation 1 0 € 300.000 € 300.000 € 0 € 40.000 € 40.000 €

Innovation 2 1.800.000 € 1.900.000 € 100.000 € 6% 400.000 € 420.000 € 20.000 € 5%

Innovation 3 1.400.000 € 1.450.000 € 50.000 € 4% 300.000 € 320.000 € 20.000 € 7%

Innovation 4 900.000 € 920.000 € 20.000 € 2% 380.000 € 390.000 € 10.000 € 3%

Innovation 5 840.000 € 850.000 € 10.000 € 1% 100.000 € 105.000 € 5.000 € 5%

Innovation 6 0 € 340.000 € 340.000 € 0 € 80.000 € 80.000 €

Innovation 7 0 € 80.000 € 80.000 € 0 € 25.000 € 25.000 €

Total 4.940.000 € 5.840.000 € 900.000 € 18% 1.180.000 € 1.380.000 € 200.000 € 17%

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MARKETING INITIATIVESPRODUCT MIX

CURRENT ALTERNATIVE NEW SCENARIO

Current

Product

Alternative

Product

Kg

Rolling

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Sales

Rolling

12

Act

Cost

/Kg

Av

Sales

Price/

Kg GM%

Act

cost/Kg

Av

Sales

Price/

Kg

GM%

New Sales

Sales

Diff.

Cost

impact GM% GM Impact

Product S1 Product P1 20.000 48.000 € 1,87 1,50 22,08% 0,97 4,89 97.868 € 49.868 € -18.044 € 80,2% 85.912 €

Product S2 Product P2 16.478 39.010 € 1,11 2,37 53,11% 1,16 2,37 39.052 € 42 € 758 € 51,2% -716 €

Product S3 Product P3 40.000 80.000 € 1,19 2,00 40,32% 1,39 2,32 92.800 € 12.800 € 7.752 € 40,2% 5.048 €

Product S4 Product P4 36.031 121.042 € 1,12 3,36 66,66% 1,00 3,36 121.065 € 23 € -4.367 € 70,3% 4.390 €

Product S5 Product P5 33.950 42.712 € 0,54 1,26 57,08% 0,66 1,43 53,95% 48.655 € 5.943 € 4.074 € 53,9% 1.869 €

Product S6 Product P6 38.575 49.946 € 0,54 1,29 58,29% 0,66 1,43 53,95% 55.283 € 5.337 € 4.629 € 53,9% 708 €

Product S7 Product P7 13.740 27.560 € 0,61 2,01 69,59% 0,67 2,17 69,16% 29.850 € 2.290 € 824 € 69,2% 1.466 €

Product S8 Product P8 12.110 16.857 € 1,25 1,39 9,89% 1,25 6,43 80,56% 3.894 € -12.963 € -3 € 80,6% 3.054 €

Product S9 Product P9 50.000 50.000 € 0,68 1,00 31,78% 1,05 2,18 51,86% 54.530 € 4.530 € 9.195 € 51,9% 20.335 €

Product S10 Product P10 40.000 49.000 € 1,50 0,99 -22,45% 0,38 0,99 62,07% 39.600 € -9.400 € -44.981 € 62,1% 44.810 €

Product S11 Product P11 20.000 45.000 € 0,86 1,56 61,72% 0,60 1,56 61,39% 31.200 € -13.800 € -5.182 € 61,4% 5.110 €

Product S12 Product P12 5.000 7.000 € 0,88 1,50 36,93% 0,73 1,50 51,20% 7.500 € 500 € -755 € 51,2% 738 €

Product S13 Product P13 10.000 15.000 € 1,00 3,00 33,33% 0,48 1,03 53,16% 10.300 € -4.700 € -5.176 € 53,2% -14.524 €

Product S14 Product P14 20.000 11.762 € 0,50 1,46 14,98% 0,35 1,46 75,99% 29.200 € 17.438 € -2.989 € 76,0% 2.931 €

Product S15 Product P15 4.000 7.223 € 1,10 2,51 39,10% 0,59 2,51 76,32% 10.040 € 2.817 € -2.022 € 76,3% 2.012 €

Product S16 Product P16 20.000 23.992 € 0,45 1,30 62,59% 0,38 0,99 62,07% 19.800 € -4.192 € -1.466 € 62,1% -4.829 €

Product S17 Product P17 15.000 8.513 € 0,61 1,26 -7,29% 0,48 1,26 61,71% 18.900 € 10.387 € -1.897 € 61,7% 1.825 €

66.921 € -59.649 € 160.137 €

Objective Margin improvement in Product Mix 2012 for Iberia: 160.137 €

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MARKETING INITIATIVESCOMPETITION BENCHMARK

Objective:

To identify, compare and communicate the added value of our products vs competition:

- Creation of Database with main product parameters: List price, dilutions, R&D tests, …

- Graphic impactful communication tool for Sales Team based on templates by product.

Example:

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MARKETING INITIATIVESINCENTIVE PLATFORM

Objective:

To provide a tool for making Incentive Plans effective, by means of an interactive application that allows the Sales Team full control of their results and awards.

Description:

Global Services

• Web platform, supported by Database

• Multiuser & Multiproduct

• Independent moduls which allow isolated or

interrelated implementation

Programmer Platform

• Programming tool that allows building

incentive plan.

• Creates access levels to Users.

• Preparation of Incentive statistics.

User Platform

• Supplies access to Sales team via web

to active incentives.

• Feasible for Sales Team ES, Sales

Team PT & Distribution without

interrelation among them.

• Follow-up of personal incentive plan

New Awards

• Promotion by points, accessible via bank

cashier (<300€).

• Customized pack for Christmas.

• Adventure pack.

• Other packs: Luxury catering at home

+

=

INCENTIVE PLATFORM 2012

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13.000 searches per month related with

our market in Iberia.

Currently, 14 clicks per month in Iberia for the products of our

company. The number of clicks is 166.000 worldwide.

If we are able to catch 0,25% would mean 300

visits/month to our web page.

We would then be able to increase the search of

our products

Turning into more Branding,

knowledge of the Company

and New Customers

MARKETING INITIATIVESDIGITAL POSITIONING

Small size customers can be transferred to Distributors

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PLAN 2012

Product Category Net Sales Net Sales % Net Sales Net Sales % Margin Margin Margin Margin

LY YTD OL 2011 Plan 012 LY YTD OL 2011 Plan 012

Product Category 1 5.000.000 € 4.900.000 € -2,0% 6.370.000 € 7.000.000 € 9,9% 68,60% 71,60% 71,60% 72,00%

Product Category 2 4.000.000 € 3.800.000 € -5,0% 4.940.000 € 4.800.000 € -2,8% 59,60% 65,80% 65,80% 66,10%

Product Category 3 7.000.000 € 7.200.000 € 2,9% 9.360.000 € 9.500.000 € 1,5% 62,20% 65,80% 65,80% 66,10%

Product Category 4 3.500.000 € 3.000.000 € -14,3% 3.900.000 € 3.700.000 € -5,1% 53,20% 55,10% 55,10% 55,30%

Product Category 5 5.500.000 € 4.500.000 € -18,2% 5.850.000 € 5.700.000 € -2,6% 71,00% 71,10% 71,30% 71,50%

Product Category 6 6.000.000 € 6.050.000 € 0,8% 7.865.000 € 9.000.000 € 14,4% 61,50% 62,20% 62,20% 62,50%

Total by Categories 31.000.000 € 29.450.000 € -5,0% 38.285.000 € 39.700.000 € 3,7% 63,70% 66,40% 66,40% 66,70%

BY PRODUCT CATEGORY

Objective Sales Iberia 2012: 39.700.000 € (+3,7% vs LY).

Objective Average Margin Iberia 2012: 66,70% (+ 0,3 pts vs LY).

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PLAN 2012BY CHANNEL & SEGMENT

Plan 2012 Total Plan 2012 Direct Sales Plan 2012 Corporate Accounts Plan 2012 Distribution

by Channel OL 011 Plan 012 % OL 011 Plan 012 % OL 011 Plan 012 %

Segment 1 2.000.000 € 2.050.000 € 2,50% 2.300.000 € 2.340.000 € 1,74% 3.700.000 € 4.110.000 € 11,08%

Segment 2 4.000.000 € 4.050.000 € 1,25% 3.500.000 € 3.700.000 € 5,71% 5.800.000 € 6.550.000 € 12,93%

Segment 3 3.200.000 € 3.150.000 € -1,56% 2.200.000 € 2.180.000 € -0,91% 2.400.000 € 2.370.000 € -1,25%

Segment 4 2.800.000 € 2.850.000 € 1,79% 1.100.000 € 1.120.000 € 1,82% 1.400.000 € 1.430.000 € 2,14%

Segment 5 1.500.000 € 1.480.000 € -1,33% 800.000 € 810.000 € 1,25% 1.585.000 € 1.510.000 € -4,73%

Total 13.500.000 € 13.580.000 € 0,59% 9.900.000 € 10.150.000 € 2,53% 14.885.000 € 15.970.000 € 7,29%

Plan 2012 Total Plan 2012 Total

by Channel OL 011 Plan 012 %

Segment 1 8.000.000 € 8.500.000 € 6,25%

Segment 2 13.300.000 € 14.300.000 € 7,52%

Segment 3 7.800.000 € 7.700.000 € -1,28%

Segment 4 5.300.000 € 5.400.000 € 1,89%

Segment 5 3.885.000 € 3.800.000 € -2,19%

Total 38.285.000 € 39.700.000 € 3,70%

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PLAN 2012QUARTERLY BY SEGMENT

Plan 2012 by Segment OL Q1 012 OL Q2 012 OL Q3 012 OL Q4 012 Plan 2012 %

Segment 1 2.000.000 € 2.100.000 € 2.100.000 € 2.300.000 € 8.500.000 € 6,25%

Segment 2 3.200.000 € 3.300.000 € 3.800.000 € 4.000.000 € 14.300.000 € 7,52%

Segment 3 1.900.000 € 1.900.000 € 1.800.000 € 2.100.000 € 7.700.000 € -1,28%

Segment 4 1.200.000 € 1.300.000 € 1.400.000 € 1.500.000 € 5.400.000 € 1,89%

Segment 5 900.000 € 1.000.000 € 1.000.000 € 900.000 € 3.800.000 € -2,19%

Total 9.200.000 € 9.600.000 € 10.100.000 € 10.800.000 € 39.700.000 € 3,70%

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BUDGET PLAN 2012TOTAL BUDGET IBERIA BUDGET

EVENTS 115.000 €

ASSOCIATIONS 28.000 €

ADVERTISING 84.000 €

FOLDERS & FLYERS 45.000 €

PROMOTIONAL GIFTS 40.000 €

SUBSCRIPTION TO MAGAZINES 8.000 €

INCENTIVE PLATFORM 30.000 €

OTHER PRINT MATERIAL 35.000 €

OTHER ACTIVITIES 30.000 €

TOTAL BUDGET 2012 415.000 €

EVENTS IBERIA Date Budget

Event 1 Jan 012. Barcelona 10.000 €

Event 2 Feb 012. Madrid 20.000 €

Fair 1 March 012. Stuttgart 25.000 €

Fair 2 April 012. Lisboa 5.000 €

Event 3 July 012. Paris 10.000 €

Event 4 September. Madrid 15.000 €

Event 5 September. Lisboa 10.000 €

Fair 3 October 012. Barcelona 20.000 €

Total Events 115.000 €

ASSOCIATIONS Budget

Assoc 1 5.000 €

Assoc 2 4.000 €

Assoc 3 7.000 €

Assoc 4 7.000 €

Assoc 5 5.000 €

Total Associations 2012 28.000 €

ADVERTISING Budget

Magazine A 15.000 €

Magazine B 25.000 €

Magazine C 10.000 €

Magazine D 10.000 €

Magazine E 15.000 €

Design Advert X 3.000 €

Design Advert Y 3.000 €

Design Advert Z 3.000 €

Total Advertising 84.000 €

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Thanks