Mahindra Codename project modern conveniences

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How to Use This Template
This template should be used as a jumping off point for your company’s
marketing plan. It includes customizable sections for:
● Business Summary
● Business Initiatives
● Target Market
● Market Strategy
● Budget
● Marketing Channels
● Marketing Technology
Once you’re ready to begin, delete pages 1–3 and start filling out your info
below. There will be instructions and sample text, as well as prompts in
[brackets] for you to complete as guided.
Remember, you should add/edit/delete any copy or sections as you see fit. We’ve
also included an example of what this template might look like once it’s finished
below the template itself.

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Company Name
Marketing Plan
Our Objective Summarize the role your company’s
marketing department plays to the growth of
your business. This statement should reflect
your overall strategy outlined in the pages
that follow.
Authors of Document [Name #1]
[Email Address #1]
[Name #2]
[Email Address #2]

Table of
Contents
Business Summary
Business Initiatives
Target Market
Market Strategy
Budget
Marketing Channels
Marketing Technology
#
#
#
#
#
#
#

Business Summary
Our Company
[Company name] is a company headquartered in [location of HQ] with offices in
[satellite office locations]. The company’s mission is to [mission statement].
Our Marketing Leaders
[Marketing Leader 1] [Marketing Leader 1] is [company name]’s [job title of
Marketing Leader 1]. They will [brief job description
of Marketing Leader 1].
You might want to call out some of the features
that make your marketing leadership team

Pro Tip:
spectacular, such as education, years of
experience, and specific areas of expertise. You
can also include headshots.
SWOT Analysis
As [company name]’s marketing team, we want to help the brand lean into what it
does well, improve what it doesn’t, capitalize on what it can do, and defend against
what could challenge it. With that in mind, here is our SWOT analysis for [current
year].
Strengths Weaknesses
What we’re good at.
What’s working.
What our customers like about us.
What we want to fix.
What we want to strengthen.
What we want to become more
efficient at.
[Enter strengths here] [Enter weaknesses here]
Opportunities Threats
What the industry might soon want.
What we think we’ll be good at.
What will be our differentiator?
What we think could hinder our
growth.
What/who we think could take our
customers.

[Enter opportunities here] [Enter threats here]
Pro Tip:
Read more about how to make an excellent SWOT
analysis in this blog post from HubSpot.

[Company name] has the ambitious goal of [overarching company goal]. To help
the business do that, our marketing team will pursue the following initiatives in
[current year]:
Initiative 1
Description [Example: Over the next 12 months, we’ll work on
building a blog property that becomes a go-to
resource for our customers’ burning questions – and
our number-one source of leads month over month.]
Goal of initiative [Example: To increase our website’s rank on Google
and create critical top-of-the-funnel marketing
content that helps our sales team start more
conversations with prospects.]
Metrics to measure
success
[Example: 50,000 organic page views per month / 10
content downloads per month]

Initiative 2
resource for our customers’ burning questions -- and
Metrics to measure
success

Initiative 3
resource for our customers’ burning questions -- and
Metrics to measure
success

Target Market
Industries
In [current year], we’re targeting the following industries where we’ll sell our
product and reach out to customers:
Industry 1
This includes [sub-industries where your business
might target more specific segments of your
audience]. [Example: Industry 1: Food and
Beverage. This includes bar & grills, breweries,
steakhouses, etc.]
Industry 2
steakhouses, etc.]
Buyer Personas
Within our target market(s), we’ve identified the following buyer personas to
represent our ideal customers:

Buyer
Persona 1
steakhouses, etc.]
Buyer
Persona 2
steakhouses, etc.]
Pro Tip:
If you haven’t developed or updated your buyer
personas yet, you can use these free templates to
make in-depth, visual representations of your
customers.

Competitive Analysis
Within our target market(s), we expect to compete with the following companies:
Company 1
Products we compete
with
[This competitor’s product/service, what it does, and
what it might do better than yours]
Other ways we
compete
[Example: This competitor has a blog that ranks
highly on Google for many of the same keywords we
would like to write content on]
Company 2
Products we compete
with
Other ways we
compete

Company 3
Products we compete
with
Other ways we
compete
Pro Tip:
You can use these Competitive Analysis Templates
to conduct more thorough research on your
competitors.

Market Strategy
Product
[Describe the products with which you will enter the target market described in the
section above. How will this product solve the challenges described in your buyer
persona description(s)? What makes this product different from (or at least
competitive against) your competition?]
Price
[How much are you selling this product for? Is it competitive? Realistic for your
customers’ budget? Will you run any seasonal promotions/discounts associated
with this product?]
Promotion
[How will you promote this product? Think more deeply than your blog or social
media channels. What about this content will drive value into your product?]
People
[Who in the marketing department plays a role in your market strategy? Describe
what each of them, or each team, will do to bring your market strategy success.]

Process
[How will the product be delivered to your customer? Is it an ongoing service? How
will you support their success with your product?]
Physical Evidence
[Where is your product displayed? If you sell an intangible product, how would
customers produce visible evidence of your business?]

Budget
Over the course of [current year], given the cash allotted to the Marketing team,
we expect to invest in the following items to ensure we meet the objectives
outlined in this marketing plan:
Marketing Expense Estimated Price
[Expense Name]
[Expense Name]
[Expense Name]
[Expense Name]
[Expense Name]
[To add more rows to this table,
right-click a cell, then select Insert
> Rows Above / Rows Below]
Total [Total Marketing Team Expense
for Current Year]

Marketing Channels
Over the course of [current year], we will launch/ramp up our use of the following
channels for educating our customers, generating leads, and developing brand
awareness:
[Website/Publication 1]
Purpose of channel [Example: Brand Awareness]
Metrics to measure
success
[Example: 50,000 unique page views per month]
[Website/Publication 2]
Metrics to measure
success

[Social Network 1]
Metrics to measure
success
[Social Network 2]
Metrics to measure
success

We will utilize the following technologies and software to help us achieve our goals
and objectives.
Marketing CRM
[Name the marketing CRM you will use and briefly explain how it will be used.]
Email Marketing Software
[Name the email marketing software you will use and briefly explain how it will be
used.]
Marketing Automation Software
[Name the marketing automation software you will use and briefly explain how it
will be used.]
Blogging Software
[Name the blogging software you will use and briefly explain how it will be used.]

Advertising Management Software
[Name the advertising software you will use and briefly explain how it will be
used.]
Social Media Management Software
[Name the social media management software you will use and briefly explain how
it will be used.]
Video Hosting Software
[Name the video marketing software you will use and briefly explain how it will be
used.]
Pro Tip:
HubSpot’s Marketing Hub Software has tools to
support your marketing initiatives in all of these
areas – and more! For small businesses to
established enterprises, HubSpot’s marketing
software starts free and helps your business scale
better and faster.

Marketing Plan
Example
Need some inspiration? We
took the liberty of filling out
the template for a mock
company. Feel free to take
some pointers!
Keep scrolling to the example
↓↓↓

San Diegency
Marketing Plan Example
Our Objective To delight and attract businesses in the
greater San Diego area with the promise of
excellent and unbeatable agency services.
Authors of Document Alex Smith
asmith@sandiegency.com
Serena Li
sli@sandiegency.com

Table of
Contents
Business Summary
Target Market
Market Strategy
Budget
Marketing Channels

Business Summary
Our Company
San Diegency is a San Diego-based marketing agency. We offer full marketing
services and exist to offer unparalleled marketing work to businesses in San Diego
and neighboring areas.
Our mission is to empower San Diego organizations to effectively communicate
with current and potential stakeholders.

Our Marketing Leaders
Naman Malik is San Diegency’s CEO. He started the
agency in 2014 and holds his MBA with a
concentration in Marketing and Entrepreneurship
from USC.
Naman was born and raised in San Diego. His
mother owned a small business, which inspired him
to help other local organizations thrive.
Serena Li is San Diegency’s CMO. She has a decade
of experience in digital marketing with specialties in
content marketing, SEO, PR, and PPC campaigns.
Serena joined the agency in 2019 and holds a BSBA
from UCLA.
Alex Smith is San Diegency’s Director of Demand
Generation. Alex manages the agency’s organic
acquisition and content marketing teams.
Alex worked in journalism for 20 years before
transitioning to marketing. He holds a Bachelor’s
Degree from Emerson College in Boston, MA.
SWOT Analysis
As San Diegency’s marketing team, we want to help the brand lean into what it
does well, improve what it doesn’t, capitalize on what it can do, and defend against
what could challenge it. With that in mind, here is our SWOT analysis for this year.

Strengths Weaknesses
● Talent. SD has 80 full-time
employees dedicated to serving
San Diego businesses.
● Customer base. Our agency
serves some of the area’s
largest, most influential orgs.
● Lack of specialization. At our
core, our services are identical to
other agencies’.
● Low profit margins. Due to
competition, we need to keep
our prices low.
Opportunities Threats
● Demand for digital. There is a
growing demand for digital
marketing services in SD.
● Growing population. As SD’s
population grows, so does the
amount of businesses.
● Competition. There are at least
12 other major San Diego area
agencies, plus nationwide ones.
● Slow business growth. Orgs are
still struggling to recover from
the economic downturn.

San Diegency has the ambitious goal of acquiring 24 new customers and retaining
80% of its existing customer base this year. To help the business do that, our
marketing team will pursue the following initiatives.
Initiative 1: Invest in Account-Based Marketing
Description San Diegency has found significant success with
organic and paid search campaigns, but we have yet
to dedicate resources to targeted, account-based
initiatives. To do this, we will hire three dedicated
AMB reps.
Goal of initiative Appeal to larger, higher-volume clients who want a
personalized pitch and approach.
Metrics to measure
success
10 accounts acquired exclusively through account-
based marketing campaigns.

Initiative 2: Explode our Online Presence
Description To build upon our existing online success, we need to
invest resources into strategically growing our online
presence as well as turning a profit on contacts
acquired through these efforts.
Goal of initiative Through a combination of paid campaigns, new
content campaigns, and exploring new online
groups, we can tap into new personas and appeal to
more potential clients.
Metrics to measure
success
Double our organic traffic numbers and paid ad
leads.

Initiative 3: Become San Diego’s Webinar Destination
Description One area we have yet to pursue is webinars. We
know people are craving online content, community,
and education, and San Diegency is in a position to
provide that to businesses.
Goal of initiative Produce a minimum of six webinars to bring in new
leads, engage with existing clients, and provide
tactical and topical information to help San Diego
businesses thrive.
Metrics to measure
success
3,000 webinar registrants (500 each session)
50 new QLs.

Target Market
Industries
This year, we’re targeting the following industries where we’ll sell our product and
reach out to customers:
Restaurants
San Diego’s restaurant and brewery scene
continues to grow, and these businesses are
pivoting due to a rise in demand for delivery and
off-premise dining.

Schools and Universities
With more than 150 schools and universities in
San Diego, these educational hubs are an
untapped market – particularly private institutes
and colleges.
Buyer Personas
Within our target market(s), we’ve identified the following buyer personas to
represent our ideal customers:
Chef/Owner Charlotte
Charlotte is a restaurant owner aged in her early
30s. She’s unmarried but is committed to her
business. She worries about keeping her
restaurant sustained and is skeptical about off-
premise dining habits.

Dean Daniel
Daniel is the head of advancement for his school.
He wants to keep enrollment numbers high and
donation numbers higher. He’s in his 50s, married,
and is proud to work at his school.

Competitive Analysis
Within our target markets, we expect to compete with the following companies:
Nation’s Marketing Agency
How we compete
Nation’s offers the same services as we do, but with
the resources, size, and affordability of a nationwide
agency.
How we can win
We live and breathe San Diego. We can offer more
personalized services to our target audience.
California Marketing Brothers
How we compete
CMB’s services are identical to ours, with the
exception of video. They also appeal to our audience.
How we can win
We once again benefit from hyper-localized work,
and we offer video services which CMB does not.

Duff and Sandler Agency Services
How we compete
D&S is another San Diego-based agency with
multiple connections. They pose a direct competition
to us.
How we can win
The agency is still small and new, so we have a
comparative first mover advantage and a larger
amount of people and resources to win clients over.

Market Strategy
Product
San Diegency is a full digital marketing agency, offering expert support and
services in all of the following areas:
● Content Marketing.
● SEO.
● Paid Marketing Campaigns.
● Video Production.
● Graphic Design.
● Website Development.
● General Marketing Strategy.
Our services provide a range of options for businesses and organizations of all size
and experience. We’re happy to work with for-profit and nonprofit, private and
public, large and small businesses alike.
Price
Our price range varies by business type, size, and need. We craft specific packages
based on the impact our work will have on our clients’ bottom lines, the amount of
output our team will produce, and the administrative and research billable hours
our team will undertake. Packages start at $3,000 minimum but can go as high as
six figures for ongoing, high-impact projects.

Promotion
We promote our services in the following ways:
● Organic channels, such as our website and our blog.
● Paid campaigns on social media and search engines for targeted business
owners in San Diego.
● Webinars – our newest investment to speak to prospects, customers, and
new contacts alike.
● Communal integration and working with local institutions for volunteering
and sponsorship opportunities.
This strategy combines paid, personal, and organic opportunities to reach new
customers and engage existing ones.
People
Our Marketing Team has 28 individuals sitting under three teams. We have
specialists in demand gen, events, brand, and social eager to help our company
reach new heights.

Process
Due to our sprint approach, our process will look different for all customers.
Clients will receive any and all services they are interested in, and we will work with
them on a timeline that best suits their needs and budget.

Budget
Over the course of this year, given the cash allotted to the Marketing team, we
expect to invest in the following items to ensure we meet the objectives outlined in
this marketing plan:
Marketing Expense Estimated Price
Marketing Software $10,000
Event Sponsorships $5,000
Paid Social $12,000
Paid Search $30,000
Total $57,000

Marketing Channels
Over the course of the year, we will launch (or ramp up) our use of the following
channels for educating our customers, generating leads, and developing brand
awareness:
Webinars
Purpose of channel Brand awareness, customer acquisition, and client
engagement.
Metrics to measure
success
Webinar signups, signup-to-attendance rate,
attendee-to-QL rate.
Instagram
Purpose of channel Employee branding, company brand awareness,
visual engagement.
Metrics to measure
success
Followers, likes.

We will utilize the following technologies and software to help us achieve our goals
and objectives.
Marketing CRM
We use HubSpot CRM, as it integrates our marketing, sales, and customer service
software in one central location. It also connects us to a suite of other marketing
tools our team (and our customer base) utilizes.
Email Marketing Software
Our HubSpot email marketing software enables us to send mass communications
to our customer base, enroll our webinar registrants in nurture streams before
and after their attendance, and enable salespeople to communicate in sync with
marketing.
Blogging Software
HubSpot’s blogging software and CMS allows us to quickly write, publish, and
historically optimize our blog posts. We hold ourselves to a three-times-a-week
publication cadence, and HubSpot lets us churn out interactive content quickly.

Social Media Management Software
We manage our social media publishing with HubSpot’s social media software. We
can post on multiple platforms and see engagement in one place.

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