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TYPES OF MARKETING PLANS

TYPES OF MARKETING PLANS

        Marketing plans broadly may be divided into two main categories: time horizon-based-term marketing plans and organisation structure-based marketing plans. A brief description about these marketing plans follow:

(1) Time Horizon-Based Marketing Plans: Time horizon-based marketing plans may be discussed under three headings – short-term marketing plans, medium-term marketing plans and long-term marketing plans. Short-term marketing plans are prepared for three months to one year duration. Short-term marketing plans are prepared by medium level and operational level management. Short-term marketing plans are formulated to meet competition, select channels of distribution for new products in new markets and for the success of promotional campaigns. Medium-term marketing plans are prepared for more than year to two years. Medium-term marketing plans may be prepared by top and middle management of the company. Long-term marketing plans are prepared for more than two years to twenty or twenty-five years. Long-term marketing plans are prepared at the top management level of the company. In these plans subject areas covered are usually of long-term relevance to the company. These areas may be concerned with planning and development of new products, development of research activities, cultivation of foreign markets, etc.


(2) Organisation Structure-based Marketing Plans: In the organisation structure-based marketing plans the organisation structure of the company’s marketing department serves as the basis. Separate plan may be prepared on the basis of products, different geographical region and customer groups. Organisation structure may be functions based also. In this organisation structure separate plans may be prepared for each function e.g. product planning, sales, marketing research, physical distribution, finance, purchase, advertising etc.

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