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Example of a Marketing Plan

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A marketing plan is a document that captures a marketing strategy including elements such as market research, product development, go-to-market, pricing, promotion, distribution and sales. It is common to create a marketing plan as part of a business plan for a new business or as part of an annual strategy for an existing business. The following is a complete example of a marketing plan for the launch of a new candy distribution company.

Mission & Vision

Mission and vision describe the high level purpose and direction of your marketing strategy. A mission is a short statement that sums up your business in a sentence. A vision paints a picture of your future goals. These tend to be aspirational. It is more important that they sound ambitious than be completely realistic and achievable.


The measurable goals of your marketing plan based on financial and marketing metrics such as revenue, gross margins, operating margin, brand recognition, brand awareness, customer satisfaction, customer acquisition cost and customer lifetime value.


A marketing strategy is a plan to achieve goals that takes into account factors such as your target market, competition and constraints.

Market Research

A plan to conduct future market research and/or the results of market research that you have already conducted such as identification of a target market.

Competitive Analysis

An analysis of your competitive position in your target market. This often begins with a SWOT analysis and progresses to an executive overview that explains your competitive advantage in a paragraph.

Payback Analysis

A financial analysis of the investments required by the plan based on estimates of investment costs, revenue and expenses. It is common to calculate metrics such as payback period and return on investment.

Action Plan

A marketing plan may include an implementation plan. At its most complex, this is a complete work breakdown structure and schedule. Alternatively, a marketing plan may include a high level action plan that includes key activities, responsibilities and dates.


The marketing plan above is completely fictional and is offered for illustrative purposes only.
Overview: Marketing Plan
A document that communicates a marketing strategy.
Related Concepts


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Adoption Lifecycle
Advertising Strategy
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Alliance Marketing
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Augmented Reality
Backward Invention
Barriers To Entry
Below The Line
Bliss Point
Brand Awareness
Brand Engagement
Brand Identity
Brand Loyalty
Brand Recall
Bricks And Clicks
Business Operations
Business Principles
Business Strategy
Buyer Persona
Call To Action
Channel Conflict
Channel Management
Channel Strategy
Channel Structure
Churn Rate
Competitive Threat
Complex Sales
Conversion Rate
Corporate Governance
Cost Leadership
Cost Per Lead
Customer Advocacy
Customer Analysis
Customer Dissatisfaction
Customer Experience
Customer Interactions
Customer Issues
Customer Journey
Customer Loyalty
Customer Marketing
Customer Motivation
Customer Relationships
Customer Service
Customer Value
Demand Generation
Digital Channels
Digital Marketing
Direct Marketing
Drip Marketing
Figure Of Merit
Flat Pricing
Gross Margin
In-Store Marketing
Lifestyle Brand
Market Analysis
Market Environment
Market Intelligence
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Market Price
Market Research
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Marketing Automation
Marketing Benchmarks
Marketing Campaign
Marketing Channel
Marketing Communications
Marketing Costs
Marketing Economics
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Marketing Metrics
Marketing Mix
Marketing Plan
Marketing Principles
Marketing Strategy
Marketing Strategy
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Marketing Theory
Media Planning
Penetration Pricing
Personal Selling
Premium Pricing
Price Discrimination
Price Economics
Price Leadership
Price Points
Price Sensitivity
Price Skimming
Price War
Pricing Objectives
Pricing Power
Product Development
Product Differentiation
Product Identity
Product Launch
Product Management
Product Quality
Promotion Strategy
Public Relations
Pull Strategy
Relationship Marketing
Sales Development
Sales Strategy
Scarcity Marketing
Soft Selling
Switching Barriers
Target Market
Test Marketing
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