The main sections of the plan cover:
• SWOT and competitive analysis – to assess where the business or brand is currently and
what competitors are doing
• objectives – what the plan needs to achieve
• the marketing strategy – how the objectives will be achieved
• sales forecast – by how much sales are likely to increase
• budget – how much the marketing activities will cost and how the plan will be financed
• evaluation – how outcomes will be monitored and measured.
There is no set model for a marketing plan. The structure of the plan – and the amount of
detail – will depend on the size of the brand, the timescale involved and how the market and
economy is behaving. However, NIVEA’s marketing plan for the relaunch of NIVEA FOR MEN
follows closely the outline described here.