In this Module we are going to see Planning for Marketing, or you can call it as Marketing
Planning. Now, marketing planning involves deciding on the marketing strategies that will
help the company attain its overall strategic objectives. A detailed plan is needed for each
business, product or brand.
Now let us take here the example of Coke, Coke when they entered India after LPG in 1991,
now when they stepped in India they gave a very big advertisement on the front page, the
entire page of Times, right, was covered by the huge bottle of Coke. And they had
mentioned very clearly, bring the cut-out and you will get a Coke bottle free, right, isn’t it
interesting. Yes. Similarly, when Pepsi entered India with Mirinda, they gave an
advertisement in the newspaper again that please come up with an orange and get a bottle
of Miranda free, right. So for each and every brand, each and every business you need to
have a separate, okay, a different marketing plan.
The broad plan may contain the following sections, let’s see one by one. Executive
Summary, it is a short summary of the main goals and recommendations to be presented in
the plan. Current Marketing Situation, It is that section of a marketing plan that describes
the target.