Work Sheet – 1 Team Name

Work Sheet – 1
Team Name: Date:
All team members will be responsible for conducting research and writing. These are the team roles and terms of group conduct and cooperation that we agree on as a team.

Role Team Member Name Team Member Email Signature
Project Manager Rohan Gambhir [email protected] Shifali [email protected] Artist Harjot kaur [email protected]
Researcher Shivam Malhotra [email protected] Harjot kaur [email protected]
Communication:

We agree to consider the ideas and opinion of everyone in the team through constant communication.
Meetings: We agree to
Involve in review meetings regularly so that all members can come to know the status of project and the involvement levels can increase.

Conflict: We agree to
Work without any conflicts and put in our utmost efforts towards completion of the marketing plan through effective co-ordination.

Deadlines: We agree to
Strictly follow the deadlines and complete the project on time.

Role Definitions:
Project Manager Chair meetings
Keep team meetings to agreed upon time limits / negotiate changes
Set up Google Drive or Microsoft OneDrive account
Manage communication with team members
Prepare project minutes and distribute to team members
Arrange meetings with the instructor when required
NOTE: Google Drive and Microsoft OneDrive online training is available through Lynda.com, a Conestoga library resource.

Editor Save updated marketing plan document in Google Drive or Microsoft OneDrive
Edit project submissions from other team members
Ensure formatting and citations follow APA format
Coordinate preparation of final draft of project
NOTE: Google Docs and Microsoft OneDrive online training is available through Lynda.com, a Conestoga library resource.

Graphic Artist Prepare illustrations for the marketing plan
Assist editor with formatting or style issues
Researcher Conduct research of agreed-upon topics
Prepare research notes in Word or Google Docs and save documents in the team’s common drive
Assist with additional writing and editing tasks as required by the team

Worksheet – 2
A marketing environmental scan is the process of continually acquiring information about events occurring outside an organization to identify trends, opportunities, and threats to a business. For your marketing plan, you can begin by conducting Step 1 of a marketing environmental scan: collect the facts and identify trends that affect your industry. (Note: Fields are expandable in this worksheet – do not limit yourself to one page.)
PRODUCT: Cookies (ready-to-eat brands)
NOTE: For this activity, begin by drawing on your personal knowledge of the product category. After your marketing plan team is formed, you will need to conduct secondary marketing research to validate these observations and to gain further insights.

Competitive Forces: Cookie industry has been flocked with several branded and premium products to satisfy the variable demand being experiences. The traditional goods have been subjected to downward pressure. The brand have extended their products to satisfy the varying needs of people according to the diet trends that focus on nutrition levels and sugar consumption levels (Ibisworld, 2018)
Regulatory Forces: Canadian Food Inspection Agency (CFIA) regulates the claims related to food composition and labelling. The products and its ingredients are to be labelled as genuine or true if they are of pure nature. There should be no erroneous impression created on the minds of customers due to the advertisements and labelling in the products (CFIA, 2018).
Economic Forces: Canada economy has been facing an upswing with the recovery of job market, increasing price of oil, improvement in trade winds and high levels of TSX. These economic indicators are highly favorable for Canada and can increase the confidence of consumers towards spending (Evans, 2017).
Socio-Cultural Forces:
Canadians have sweet baked foods as their favorite where 72 percent among them consume cookies in the first place due to their portability and flexibility. Younger people aged 18-24 look for innovative efforts in these category. More male customers are enjoying fresh baked products. Also the concerns towards sugar consumption are also found to reflect on the cookie intake. Consumers shift towards sugar-free, GMO-free and gluten free products (Mintel, 2017).

Technological Forces:
Canadians has been found to use internet for all activities such as sharing audio, video, shopping and browsing of information. They are engaged actively with the internet and are found to spend more than 36.7 hours per month by engaging online. Mobile phones are also utilized often for accessing the internet where iPad, tablet, smartphones, desktop, laptop and even TV are also widely used by the Canadians (CIRA, 2016).

Demographic Forces:
Canadian consumers have high standards of living due to confidence in their jobs where they buy property and settle down with their children. Baby boomers and middle aged adults focus on leisure activities. Consumers in Canada are conscious on their food and prefer healthy, natural foods. The fastest growing segment of consumers is above 60 age and the shopping habits are influenced by the immigrants into the country (Santander, 2018).

References
Mintel. (2017). Cookies are Canada’s favorite sweet baked good. Retrieved from http://www.mintel.com/press-centre/food-and-drink/cookies-are-canadas-favourite-sweet-baked-goodCFIA. (2018). Composition Claims – Composition and Quality Claims – Food – Canadian Food Inspection Agency. Retrieved from http://www.inspection.gc.ca/food/labelling/food-labelling-for-industry/composition-and-quality-claims/eng/1391025998183/1391026062752?chap=2
Evans, P. (2017). Canada’s economy could see an upswing in 2017 — here are 5 reasons why | CBC News. Retrieved from https://www.cbc.ca/news/business/canada-economy-forecast-1.3924590CIRA. (2016). Internet use in Canada. Retrieved from https://cira.ca/factbook/domain-industry-data-and-canadian-Internet-trends/internet-use-canada
Santander. (2018). Reaching the Canadian consumer – Santandertrade.com. Retrieved from https://en.portal.santandertrade.com/analyse-markets/canada/reaching-the-consumersIBISworld. (2018). Cookie, Cracker ; Pasta Production – Canada Industry Report | IBISWorld. Retrieved from https://www.ibisworld.ca/industry-trends/market-research-reports/manufacturing/cookie-cracker-pasta-production.html
Worksheet – 3
A marketing plan usually begins with some information about the company. For this activity, begin by visiting the company websites. Additional information may be available online through the Library (LRC).(Note: Fields are expandable in this worksheet – do not limit yourself to one page.)
Company History (Dare)
Origins of the Company: Dare Foods has made its first cookie in 1892 and maintained its product quality to be high due to which all its products are made better.
History in Canada: The history of Dare in Canada started in 1892 as a small grocery store which in 1919 got distributed across the region. In 1945, the legal name was changed to Dare to reach it to all the communities. Packaging strategy was revised in 1954 and in 1956, it was expanded to US as well. Breton brand was introduced in 1983 and in 1989, automations were introduced. Acquiring Bremmer company in 1999, Culinar in 2001 adds strength for Dare. The company has celebrated its 125th anniversary in 2017 (Dare foods, 2018).

Product Focus: Crackers, fine breads, cookies, candies and other snacks
Key Strengths: Innovative, adaptability to changing needs of consumers.
Weaknesses: Family owned business
Key Competitor History (Voortman)
Origins of the Company: Voortman cookies were established in the year 1951 by two Dutch brothers as a small scale bakery..
History in Canada: The journey of Voortman cookies started in 1951 and over the next five years, Voortman reached the customers through grocery stores with its taste and quality. The company has been reinventing its products to form a diverse portfolio and it has acquired safety certifications in 2017 (Vrootman, 2018).
Product Focus: Cookies and wafers
Key Strengths: Bulk quantity of products, natural ingredients, safety certifications
Weaknesses: Less number of products
References

Dare Foods. (2018). About. Retrieved from http://www.darefoods.com/us_en/aboutVoortman. (2018). About Us | Voortman Bakery. Retrieved from https://voortman.com/about-us/?area=bakers;lang=enc
Worksheet – 4
Your marketing strategy begins with a thorough understanding of the target market you will serve, and how your brand is “positioned” in the minds of consumers. Since you are developing a new product, you must draw on insights you gained from your Vivi data research, other research sources, and your personal experience to identify your target market and positioning.(Note: Fields are expandable in this worksheet – do not limit yourself to one page.)
Prepare a target market profile by describing the segment of consumers you will develop a product/brand to satisfy.

CATEGORIES GeographicsRegion
City or census metropolitan area
Density
All places in Canada including metropolitan areas and cities
Demographics
Age
Gender
Marital status
Income
Occupation
Education
Home ownership
No specific age group targeted. Consumers in all age focused. Working professionals majorly concentrated
Psychographics
Personality traits
Lifestyle values and approaches
Leisure activities, hobbies, interests
Media habits
Technology uses
Busy lifestyle, fitness freaks, environmental conscious and nature oriented, online shopping influenced by media, high usage of mobile and other gadgets.
Behavioristics
Main occasion for use
Main product benefit sought
Primary ; secondary product usage
Frequency of use
Frequency of purchase
Product usage rate
Product usage status
Product loyalty status Product benefits to fulfil daily consumption usage, diet oriented and healthy nutrition, repeated purchase behavior
This table is adapted from Marketing: The Core (McGraw Hill Education)instructor resources.

Develop a target market persona based on the target market profile you generated on the previous page.

Remember to give your persona a person’s name.

Describe a person in the form of a story.
(NOTE: for the marketing plan, a persona drawn using an infographic program is a very effective way to present your target market persona.)
Stephen, a working professional in the early 30’s, has a fast and hectic lifestyle that does not allow him to take care of his health. He has a moderate paying job and has been facing the challenge of repaying property loan. Being a fitness freak, he wants to keep himself fit. However, his financial conditions does not allow him to spend for gym or other fitness related activities. He does not even have time to carryout workouts. He is a heavy internet user and has been seeking recommendations from his friends for staying fit.
Positioning statements are short, clear paragraphs that identify the main reasons the target market chooses the particular branded product, and what sets it apart in the market.
NOTE: To complete this worksheet, you must already have decided on your new product attributes and brand name before continuing.

Your positioning statement should identify four key elements. Please fill in table with the elements of a positioning statement for your new branded product.

ELEMENT OF POSITIONING STATEMENT YOUR BRANDED PRODUCT
(1) the branded product name AgroDiet cookies
(2) the category in which it competes Organic millet cookies
(3) one or two main reasons why the target market buys the branded product The branded product shall be prepared from millets which are good for diet
They are healthy and the organic ingredients make it more natural
(4) what sets the product apart from the competition Use of organic items in the cookie which is made from millets, gains a competitive advantage with its healthy nature
Rewrite your positioning statement as a short, clear paragraph below:
AgroDiet millet cookies can brighten your day with its natural and organic ingredients which are perfectly baked for sustaining their taste and quality to satisfy your diet and health needs.
Marketers use positioning maps to show, in a visual form, how brands are positioned in consumers’ minds relative to two important attributes that drive purchases in the product category. For your project, they show the position of your brand compared to the key competitor brands in your category.

Identify the 5 or 6 most important product attributes you believe the target market bases its purchase decision on.

From that list, select the 2 most important attributes for your target market.

These will become the axes for your positioning map.

Identify the major competitive brands to your new product in this category.

Use the above information to produce a positioning map for your product category.

Remember to include your branded product on the positioning map.

Perceptual Map for PACKAGED COOKIES

What conclusions can you make about the positioning of your brand in this category? (Are you meeting an unmet need? Tapping into a big market opportunity? Differentiated from the competition?)
AgroDiet, as the name indicates is a diet oriented cookie product prepared from fresh and natural millets produced organically. This can provide a differentiation for the brand and with taste, nutritious and healthy attributes collectively represented as quality in the above map, the brand AgroDiet is revealed to have better positioning rather than its competitors Vrootman cookies and Christie. Price and quality are the attributes upon which the positioning map is being built.
Worksheet – 5
Student teams are tasked with developing a new product concept in the PACKAGED COOKIES product category. It is important that all team members have input in developing the new product concept to ensure their full buy-in and participation. So, please ensure that the ideas of all team members are identified and evaluated before the team decides on the new product idea to develop further.(NOTE: fields are expandable.)
Idea Generation: Brainstorm potential product concepts with the whole team.

All team members are encouraged to state their new product concepts, which are then included in the list. Do not evaluate the concepts yet – a free flow of ideas often generates new and unexpected ideas. (There is no limit to the number of ideas.)
PRODUCT CONCEPTS
1. Chewy cookies
2. Dry fruits and nuts cookies
3. Organic millet cookies
4. Coffee flavored cookies
5. Oatmeal cookies
6. Choco-almond cookies
Screening & Evaluation: Evaluate and compare product concepts to reach agreement on the product concept to develop for the market.

All team members participate in assessing the market attractiveness of the new product concept. For this project, please weight the ability of each concept to satisfy two important criteria in new product success:
Significant point of difference (clear differentiation from other brands)
Market size / attractiveness (target market is large enough to be profitable)
For each concept, please allocate one to three “+” symbols for positively satisfying the criteria, or one to three “-” symbols for not satisfying the criteria.

PRODUCT CONCEPT POINT OF DIFFERENCE (+/-) MARKET ATTRACTIVENESS (+/-)
1. Chewy cookies + –
2. Dry fruits and nuts cookies – +
3. Organic millet cookies +++ +++
4. Coffee flavored cookies + ++
5. Oatmeal cookies – +
6. Choco-almond cookies – –
Select Product Concept: After weighing options, teams must agree on one product concept to pursue. In the case of disagreement among team members, please refer to your team contract – you should have agreed on how you will resolve disagreements among team members. If the disagreement is not resolved, team members should vote on the concepts and select the concept with the most votes.

Product Concept: The product is prepared using organic millets which are good for health and enables the individuals to stay fit
Physical Product: Briefly describe the product features and rationale (reason) for your decision.

FEATURES RATIONALE
Appearance: Round and thick in appearance, Dark brown in color with crispy texture
This appearance and colour will be visually appealing
Ingredients: Millet powder, stevia, baking powder, baking soda, butter and others
These ingredients are used as they are loaded with nutrients and are diet friendly
Packaging (functional): Creative packaging with eye catching logo, signage and ribbons will be used. Nutrition labelling shall be utilized.
Customers can get impressed as soon as they look at the product packing which is informative as well
Differentiation: Healthy cookies made up of millets and organic ingredients The product is of nutritional nature and offers many benefits to consumers

BRANDING
Brand Name: Brainstorm potential brand names with the whole team.
Possible Brand Names
1. Nutrimax cookies
2. AgroDiet Cookies
3. Farmfresh Cookies
4. Organica Cookies
5. Healthpacked Cookies
6. Pearl cookies
Choose the team’s top three brand names. Compare the brand names by considering qualities of good brand names. For each brand name, allocate one to three “+” symbols for positively satisfying the criteria, or one to three “-” symbols for not satisfying the criteria.

Criteria 1. AgroDiet cookies TOP NAMES
2. FarmFresh cookies 3. Nutrimax cookies
1. The name should suggest the product benefits. +++ + ++
2. The name should be memorable, distinctive, and positive. +++ – –
3. The name should fit the company or product image. +++ + +
4. The name should have the ability to be legally protected. +++ + –
5. The name should be simple.

+++ – +
Final choice of brand name: AgroDiet Cookies
Explain why you chose this brand name: AgroDiet cookies is the chosen brand name for the new cookie range as this name clearly indicates the organic and healthy nature of the product.

Brand Personality: Consumers may form emotional connections with brands they admire or feel a personal connection with. Briefly describe a set of human characteristics associated with the brand (eg. rebel vs conformist; young vs mature; elite vs mass market; innovative vs functional; etc.)
Rebel
Mature
Mass
Innovative
Brand Elements: Briefly describe some of the branding decisions you make to attract or satisfy your target market.

DESCRIPTION RATIONALE
Brand images / designs Brand image will have the design of cookies and several raw millets
The healthy nature of cookies and the ingredients used shall be present in the design to reflect their goodness
Brand coloursGreen, red and gold colourThe brand can have enhanced reach with the consumers as these colours are vibrant
Font styles Verdana font medium style in Italics
Attractive and stylish look for the brand
Packaging design Different sizes, paper boxes and tins
Safe packaging for avoiding damage of the cookies
Competitor Analysis: Briefly describe the product and brand of one (1) key competitor. Describe the key competitive advantage(s) your brand has over the competition.

Name of competitor: Voortman Cookies
Product: Millet cookies
Description: AgroDiet is prepared from organic millets which are completely natural and fresh
Competitive advantage of Fruitville cookies: AgroDiet has competitive advantage through its nutritious and healthy attributes which are much better when compared to their competitors.

Worksheet – 6
Student teams are tasked with developing a promotional strategy for a new product concept in the PACKAGED COOKIE product category.(NOTE: fields are expandable.)
Creative Brief: This is the starting point for new promotional projects – describes information supplied by the brand manager to the creative team.
IMC Objectives: Specify your brand’s Integrated Marketing Communications (IMC) objectives. (see textbook for details)
AgroDiet will put its efforts to
To improve the customer database of the brand by 20% after the launch of AgroDietTo increase the brand value by 10% within one year of its launch
To attain 15% of the industry share by the end of 2020
Target Market: (from Worksheet #4)
Geographic: Across entire Canada
Demographics: All age group, both genders and working professionals
Psychographics: Fitness freaks, busy lifestyle, health oriented
Behavioristics: Regular consumers of cookies, high loyalty
Positioning Statement: (from Worksheet # 4)
AgroDiet millet cookies can brighten your day with its natural and organic ingredients which are perfectly baked for sustaining their taste and quality to satisfy your diet and health needs.
Brand Name: (from Worksheet #5)
AgroDeit cookies
Brand Personality: (from Worksheet #5)
Mature, Innovative, Rebel and Mass
Central Theme: The “big idea” is the unifying concept that will be used in all media for the Integrated Marketing Communications (IMC) campaign. You will develop an advertising “slogan” or tagline to unite your IMC campaign. Examples of famous slogans:
NIKE: Just do it!
COKE: Taste the feeling.

KFC: Finger lickin’ good. APPLE: Think different.

WALMART: Save money. Live better.
ENERGIZER: Keeps going and going and going.

Brainstorm: The team should brainstorm potential slogans for your new brand:
1. Health and Health only
2. Nature makes diet perfect
3. Stay recharged with AgroDiet
4. Loaded with nutrients
5. Taste and Health assured
Slogan: Final choice of advertising slogan. Explain why you chose it.

Final choice made for advertising slogan is “AgroDiet- Loaded with nutrients”. This has been chosen as they clarify the benefits of the product to the audience.
Promotional Mix: Describe in detail the promotional mix used for your product. The promotional mix will generally involve more than one element/tool to reach the target.

Advertising
Internet: Online banners, Facebook and YouTube
Traditional media: TV and radio advertisements .

Public Relations
PR Tools – Social media releases will be suitable
Consumer Sales Promotions
Online Promotions: Samples and online contests
Traditional Promotions: Product trials and buyback offers
Direct Response
Offline approaches: Catalogs issued to the consumers
Online approaches: Emails sent to the customers about the updates, offers and new features
Event Marketing and Sponsorship
Due to expensive nature, events and sponsorship strategies are not preferred at the starting.
Personal Selling
Face to face interaction with customers to gather their opinion.
Alternative Marketing Communications Approaches: Online word of mouth using social media sites.
Push or Pull Strategy: Explain how the company manages the balance between consumer advertising (pull) and trade promotion (push).

Pull strategy is found suitable for the promotions of AgroDiet. For this purpose, advertising will be used.
Competitor Analysis: Vrootman has its own website for advertising purposes and it makes use of TV commercials as well.

Worksheet – 7
Student teams are tasked with developing a pricing strategy for a new product concept in the PACKAGED COOKIE product category.(NOTE: fields are expandable.)
General Pricing Approaches: Consider the competition-oriented approaches (parity, premium or discount; leader or follower). Consider the many demand-oriented approaches.
Premium pricing is the strategy used for fixing the price of the product. AgroDiet will be sold in premium rate as the cost of materials, manufacturing and others will be high. In order to have profits, the product is fixed high rate. Consumers can be interested in giving high price as the product is healthy. Based on the product demand, the pricing will not be subjected to change. AgroDiet will be a leader in pricing approaches.
Pricing Objectives: Considerations: profit, sales, market share, volume, survival, social responsibility.

To increase profit and sales
To improve volume of production
To increase market share of AgroDietTo extend the survival chances
Pricing Constraints: Considerations: demand for the product class and brand, newness/stage in the product life cycle, cost of producing and marketing, competitors’ prices.

The demand for millet cookies are assumed to be high in Canada. The cost of production, marketing and the pricing of competitors are taken into account for determining the price of the products. As the product is new to the industry, the popularity shall be less and in later stages, the product might have no constraints.
Competitor Analysis: Compare the price of your brand relative to your key competitor across 3 or 4 retailers. Include a chart pricing comparisons in a table or chart form.

Retailers AgroDietVoortman cookies
Walmart $2.97 $ 2.55
Canadian sweets $3.40 $3.25
Amazon.ca $3.65 $3.30

Worksheet – 8
Student teams are tasked with developing a channel strategy (place) for a new product concept in the PACKAGED COOKIE product category.(NOTE: fields are expandable.)
Retailers. Discuss which retailers carry your product and why. Considerations: form of ownership (independent, corporate chain, contractual system); types of stores (convenience stores, grocery retailers, department stores, warehouse stores); physical location (central business district, regional shopping centers, regional shopping centers, community shopping centers, strip locations, power centers.)
AgroDiet cookies considers independent form of ownership as Dare foods has already being established in Canada. Retailers such as department stores, grocery and convenience stores shall carry the product to the consumers in physical locations such as central business district, shopping centers all over Canada.
Wholesalers & Agents. Describe if and when wholesalers or agents are used to supply product to any retailers.
AgroDiet shall make use of selected agents and wholesalers for supplying the products to retailers. This will not be carried out immediately.
Alternate forms of retailing. Are non-store retailing, online retailing, mobile channels used?
Online and mobile channels are the alternate forms of retailing selected for AgroDiet for having proper reach of the products.
In-store strategy. Where in the store the brand is located? How the brand is shelved, and why?
AgroDiet will have a set of shelves in the store that shall have attractive presentation in a primary location.
Competitor analysis. Explain how your key competitor’s place strategy is similar and/or different than your brand’s distribution.

Vrootman products are sold through major groceries, departmental stores and online channels. Distribution of AgroDiet will be similar to that of Vrootman.

Worksheet – 9
Student teams are tasked with developing a sales forecast, marketing communications budget & implementation plan for a new product concept in the PACKAGED COOKIE product category.(NOTE: fields are expandable.)
Sales Forecast: Your sales forecast (revenue) in Canada for the next year is $4 million (Canadian dollars).
Given that the sales forecast is 4Million dollars in the coming years we will assume a increasing sale across the year for the forecast. An average growth of 1% every month is assumed on a conservative side.
Sales factor Sales $
1 $ 315,956
1.01 $ 319,115
1.02 $ 322,275
1.03 $ 325,434
1.04 $ 328,594
1.05 $ 331,754
1.06 $ 334,913
1.07 $ 338,073
1.08 $ 341,232
1.09 $ 344,392
1.1 $ 347,551
1.11 $ 350,711
Marketing Communications Budget. Your promotional budget is $1 million (Canadian dollars). After completing Worksheet #6 – Promotional Strategy, you know what media you will use to promote your brand. You must now allocate the $1 million to the different media you will use (traditional media: television, radio, billboards, magazine ads; new media: website banners, e-mail direct mail; social media ads; search engine marketing.) You may add or subtract lines to the following table:
MARKETING ACTIVITIES BUDGET
Online banner $35000
Facebook and YouTube $65000
Online contests and Samples $80000
Trials and buyback offers $95000
TV advertisements $350000
Radio advertisements $280000
Email campaigns $30000
Social media releases $15000
Face to face interactions $50000
Marketing Communications Budget – Year One $1,000,000
Please add some text to explain your choices for spending on different media.

The budget allocation for the entire marketing strategies planned are based upon short duration. The total amount for this is $1000000. All the strategies has been included in the budget without the salaries. The weightage has been given equally for offline and online media. Tv and radio adverts are given maximum expenditure.

Implementation Plan: Marketers must plan their activities throughout the year. Prepare a simple chart – by month – of the actions that must be taken for the plan to be successful. Indicate what person in the company or what outside agency is responsible for performing the task (for example. Market Research Manager or Brand Manager or Advertising Agency, etc.)
Date Responsible Action
January A Marketing team B Proper planning on the activities, teams and timelines
February A Marketing and brand manager B Preparing arrangements from consultants and agencies
March A Brand manager B Branding efforts, preparation of banners
April A Market research manager B Test each strategy after analysing the market conditions
May A Brand manager B Partnerships with advertising companies and planning Email campaigns
June A Marketing team B Preparing social media releases and reports
July A Marketing manager B Airing the TV and radio advertisements
August A Marketing team B Social media and online banners
September A Brand manager B Trial offers and discounts
October A Marketing manager B Face to face interactions and related arrangements
November A Marketing Team B Monitoring of the results for each strategies
December A Marketing manager B Finding the errors and rectifying them

Based upon the activity, the timing and responsibilities has been chosen for each month. All the activities in the marketing plan are taken in a monthly manner. The strategies are not implemented all at once. They are implemented incrementally and the marketing manager will be responsible for all the activities and reporting.

Worksheet – 10
The executive summary of any report is written last – after the rest of the report is completed. It is a critical element of a marketing plan because it is read in detail by all senior marketers and other decision-makers in your firm. Use this template to outline the key content that will be included in your executive summary. Here are some general “rules of thumb” guidelines to follow when writing:
The executive summary must be brief – in this case, a 2 PowerPoint slides right after the table of contents in your marketing plan.

Paragraphs should be short and to the point. Senior managers can read the attached document if they want proof points.

You should state the key actions you must take for the plan to be successful.

State your planned revenue (sales).

An example of an executive summary for a marketing plan is included at the end of this worksheet.
Statement of Purpose: Briefly describe the purpose of the document.

The purpose of this marketing plan is to describe the marketing environment, strategy and financial forecasts for the launch of our new branded product, AgroDiet Cookies, in the Packed cookie product category.
Key Findings: Briefly identify the 5-7 things that senior managers need to know about your research, and put these in brief paragraphs. This information is drawn from your target market profile, positioning and situation analysis.

Dare Cookies, Canada is proposed to involve in production of a new innovative cookie, named AgroDiet. This will be made from millets and organic ingredients.
The target market profile for this product is customers of all regions in Canada, all gender, busy lifestyle, loyal customers and fitness freaks.
The information from situational analysis clearly indicates that the competition in cookie industry is high since the demand levels are intense. Regulations on labelling and food safety are to be adhered.
Consumer spending levels are high in Canada. Cookie consumption has been found to be at strong levels among all demographics. Consumers are become more savvy towards digital gadgets, mobile and internet use.

AgroDiet positioning is found better in terms of quality and pricing. The competitors such as Christie and Vrootman also offers tough competition.
Recommendations: Briefly identify the key marketing mix strategies (product, price, place & promotion) you need to implement for the plan to be successful.

Product: AgroDiet will be a millet based cookie made up of organic ingredients. It will look round and dark brown in colour. Brand designs will consists of an attractive logo with vibrant colours.
Price: Premium pricing strategy followed. Competitor pricing and production cost will be the major pricing constraints.
Place: Independent ownership form being followed. Consumers are reached through groceries, departmental stores and convenience stores.
Promotion: TV advertisements, radio advertisements, online contests, samples, trials, direct selling, social media, emails and social media releases.
Financials: Briefly describe key financial information.

The Canadian forecast for the first year after the launch of our new branded product, AgroDiet Cookies, is $4 million Canadian.