This is an example of a synthetic plan for a company that operates in different market segments, and with different sales channels. It is a simulated case that might be applied to any Company operating in the B2B business. However, all the information must always be supported by real data, defendable during the Presentation to the Executive Board. Neither the model, nor the information or numbers contained in the following templates belong to any real Marketing Plan or Company.

1. 1
MARKETING PLAN MODEL
Example: Region Iberia
(Model for B2B – Horeca business)
JUAN ANTONIO BENITO
Juanantonio.benito@aol.com
www.linkedin.com/in/jbenitoc
+34 687253432
+49 15756978859

2. 2
This is an example of a synthetic plan for a company that operates in
different market segments, and with different sales channels. It is a
simulated case that might be applied to any Company operating in the B2B
business.
However, all the information must always be supported by real data,
defendable during the Presentation to the Executive Board.
Neither the model, nor the information or numbers contained in the
following templates belong to any real Marketing Plan or Company.

3. 3
INDEX
 Market Indicators
 Economy / Competitive environment / Segments
 Sales Indicators
 Product Category / Segment Category / Main Product Type / Evolution of Costs
/ Evolution of Sales Price / Sales performance vs Market evolution
 Key Learnings & Implications
 Launches 2012
 Marketing Initiatives
 Product Mix / Competition Benchmark / Incentive Platform / Digital Positioning
 Plan 2012
 By Product Category / By Channel & Segment / Quarterly by Segment
 Budget Plan 2012

4. 4
MARKET INDICATORS
Indicators Spain 2007 2008 2009 2010 2011
IPC 4,2% 1,4% 0,8% 3,0% 3,1% July
PIB 3,2% -1,4% -3% 0,6% 0,8% Q1
Unemployment rate 8,6% 13,9% 18,8% 20,3% 20,89% Q2
ECONOMY

5. 5
MARKET INDICATORS
COMPETITIVE ENVIRONMENT
100.000.000 €; 44%
60.000.000 €; 26%
40.000.000 €; 17%
15.000.000 €; 6%
10.000.000 €; 4% 8.000.000 €; 3%
Competitor 1
Competitor 2
Competitor 3
Competitor 4
My Company
Others
30.000.000 €;
36%
15.000.000 €;
18%
20.000.000 €;
24%
10.000.000 €;
12%
8.000.000 €;
10%
Segment 1
Segment 2
Segment 3
Segment 4
Segment 5
MARKET SHARE
MARKET
SEGMENTATION

6. 6
MARKET INDICATORS
MAIN SEGMENTS
We can assume that our Segment XX depending on Hospitality
has increased +5% vs LY, whereas Segment YY depending on
FoodService is decreasing -8%, confirming a traffic increase in
Hospitality, with less consumption in Restaurants.

7. 7
SALES INDICATORS
PRODUCT CATEGORY YTD
Net Sales & GM% Iberia July YTD
0 €
1.000.000 €
2.000.000 €
3.000.000 €
4.000.000 €
5.000.000 €
6.000.000 €
Product
Category 1
Product
Category 2
Product
Category 3
Product
Category 4
Product
Category 5
Product
Category 6
0,00%
20,00%
40,00%
60,00%
80,00%

8. 8
SALES INDICATORS
SEGMENT CATEGORY YTD
Net Sales & GM% Iberia July YTD
0 €
1.000.000 €
2.000.000 €
3.000.000 €
4.000.000 €
5.000.000 €
6.000.000 €
7.000.000 €
8.000.000 €
9.000.000 €
10.000.000 €
Segment 1 Segment 2 Segment 3 Segment 4 Segment 5
0,00%
20,00%
40,00%
60,00%
80,00%

9. 9
SALES INDICATORS
Net Sales (€)
0
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
7.000.000
Type 1 Type 2 Type 3 Type 4
2008 2009 2010 LY July 2010 YTD July 2011
+20%
-9%
+10%
-13%
+18%
-10%
-15%
-3%
-7%
-7%
+7%
-5%
MAIN PRODUCT TYPES

10. 10
SALES INDICATORS
EVOLUTION OF COSTS
ACT VS STD 2011 STD (€/Kg) ACT (€/Kg) COST INCR 011
Direct 0,60 0,66 10,00%
Accounts 0,62 0,68 9,68%
Distribution 0,66 0,72 9,09%
Total 0,64 0,68 6,25%
Evolution Cost / Kg (€) Iberia
0,00
0,20
0,40
0,60
0,80
Direct 0,70 0,72 0,68 0,71 0,66 0,59 0,60
Accounts 0,65 0,68 0,66 0,64 0,64 0,61 0,62
Distribution 0,72 0,75 0,76 0,73 0,70 0,68 0,66
July 08 FY 08 July 09 FY 09 July 010 FY 010 July 011

11. 11
SALES INDICATORS
EVOLUTION OF SALES PRICE
PRICING 2011 Increase Impact % Impact
January 2011 3,50% 2,50% 1.200.000 €
July 2011 2,00% 1,00% 300.000 €
PLAN PRICING 2012 Increase Impact % Impact
January 2012 2,50% 1,30% 630.000 €
Evolution Net Sales / Kg (€) Iberia
0,00
0,50
1,00
1,50
2,00
2,50
3,00
3,50
Direct 3,10 3,20 3,00 2,80 2,70 2,60 2,50
Accounts 2,60 2,80 2,60 2,50 2,60 2,80 2,90
Distribution 3,40 3,50 3,50 3,30 3,20 3,10 3,20
July 08 FY 08 July 09 FY 09 July 010 FY 010 July 011
Objective List Price
Increase 2012:
2,5% vs LY

12. 12
SALES INDICATORS
SALES PERFORMANCE VS MARKET EVOLUTION
Important consumption decrease in stable customers of Segment 5. Important
loss of customers also in this segment.
Special actions to be considered in: Price Increase & Product Mix change
Market Evolution Current Customers Evolution Current Sales
Q4 010 YTD July 011 OL Q4 011 Q4 010 YTD July 011 OL Q4 011 YTD 011 OL Q4 011
Segment 1 -12,00% 1,00% -3,00% -13,00% -4,00% -2,00% 2,00% 1,00%
Segment 2 -7,00% -2,00% -4,00% -6,00% -1,00% -3,00% -7,00% -5,00%
Segment 3 -6,00% 1,00% 4,00% -2,00% 4,00% 8,00% -3,00% -2,00%
Segment 4 3,00% 2,00% 1,00% 3,00% 0,00% 1,00% -1,00% 1,00%
Segment 5 -2,00% -4,00% -6,00% -3,00% -10,00% -8,00% -15,00% -14,00%

13. 13
KEY LEARNINGS & IMPLICATIONS
KEY LEARNINGS IMPLICATIONS
- Mature market
- Economical situation not recovering
- Lower consumption by Customers
- Growth needs to come by collecting customers from
competition
- Market's main sensitivity is Price
- Potentiate product ranges with higher added value, and clear
communication of final cost
- Higher presence in sectorial fairs and events for Branding
- Loss of Sales in main Ranges - Potentiation of main Categories through Advertizing
- Create effective incentives for Sales Team. Opportunity to
define interactive incentive Platform
- Low penetration in small Customers - Strategy for gaining new customers through Digital Positioning
to increase Visibility of Company, transferring them to
Distribution
- Costs increase - Redefine Product and Customer Mix
- Sales increase 2012 needs to cover Cost increase & Inflaction
rate

14. 14
LAUNCHES 2012
Objective New Launches Incremental 2012 for Iberia: 1.100.000 €
Net Sales Spain (€) Net Sales Portugal (€)
NEW LAUNCHES OL 2011 Plan 2012 Incr 2012 Incr % OL 2011 Plan 2012 Incr 2012 Incr %
Innovation 1 0 € 300.000 € 300.000 € 0 € 40.000 € 40.000 €
Innovation 2 1.800.000 € 1.900.000 € 100.000 € 6% 400.000 € 420.000 € 20.000 € 5%
Innovation 3 1.400.000 € 1.450.000 € 50.000 € 4% 300.000 € 320.000 € 20.000 € 7%
Innovation 4 900.000 € 920.000 € 20.000 € 2% 380.000 € 390.000 € 10.000 € 3%
Innovation 5 840.000 € 850.000 € 10.000 € 1% 100.000 € 105.000 € 5.000 € 5%
Innovation 6 0 € 340.000 € 340.000 € 0 € 80.000 € 80.000 €
Innovation 7 0 € 80.000 € 80.000 € 0 € 25.000 € 25.000 €
Total 4.940.000 € 5.840.000 € 900.000 € 18% 1.180.000 € 1.380.000 € 200.000 € 17%

15. 15
MARKETING INITIATIVES
PRODUCT MIX
CURRENT ALTERNATIVE NEW SCENARIO
Current
Product
Alternative
Product
Kg
Rolling
12
Sales
Rolling
12
Act
Cost
/Kg
Av
Sales
Price/
Kg GM%
Act
cost/Kg
Av
Sales
Price/
Kg
GM%
New Sales
Sales
Diff.
Cost
impact GM% GM Impact
Product S1 Product P1 20.000 48.000 € 1,87 1,50 22,08% 0,97 4,89 97.868 € 49.868 € -18.044 € 80,2% 85.912 €
Product S2 Product P2 16.478 39.010 € 1,11 2,37 53,11% 1,16 2,37 39.052 € 42 € 758 € 51,2% -716 €
Product S3 Product P3 40.000 80.000 € 1,19 2,00 40,32% 1,39 2,32 92.800 € 12.800 € 7.752 € 40,2% 5.048 €
Product S4 Product P4 36.031 121.042 € 1,12 3,36 66,66% 1,00 3,36 121.065 € 23 € -4.367 € 70,3% 4.390 €
Product S5 Product P5 33.950 42.712 € 0,54 1,26 57,08% 0,66 1,43 53,95% 48.655 € 5.943 € 4.074 € 53,9% 1.869 €
Product S6 Product P6 38.575 49.946 € 0,54 1,29 58,29% 0,66 1,43 53,95% 55.283 € 5.337 € 4.629 € 53,9% 708 €
Product S7 Product P7 13.740 27.560 € 0,61 2,01 69,59% 0,67 2,17 69,16% 29.850 € 2.290 € 824 € 69,2% 1.466 €
Product S8 Product P8 12.110 16.857 € 1,25 1,39 9,89% 1,25 6,43 80,56% 3.894 € -12.963 € -3 € 80,6% 3.054 €
Product S9 Product P9 50.000 50.000 € 0,68 1,00 31,78% 1,05 2,18 51,86% 54.530 € 4.530 € 9.195 € 51,9% 20.335 €
Product S10 Product P10 40.000 49.000 € 1,50 0,99 -22,45% 0,38 0,99 62,07% 39.600 € -9.400 € -44.981 € 62,1% 44.810 €
Product S11 Product P11 20.000 45.000 € 0,86 1,56 61,72% 0,60 1,56 61,39% 31.200 € -13.800 € -5.182 € 61,4% 5.110 €
Product S12 Product P12 5.000 7.000 € 0,88 1,50 36,93% 0,73 1,50 51,20% 7.500 € 500 € -755 € 51,2% 738 €
Product S13 Product P13 10.000 15.000 € 1,00 3,00 33,33% 0,48 1,03 53,16% 10.300 € -4.700 € -5.176 € 53,2% -14.524 €
Product S14 Product P14 20.000 11.762 € 0,50 1,46 14,98% 0,35 1,46 75,99% 29.200 € 17.438 € -2.989 € 76,0% 2.931 €
Product S15 Product P15 4.000 7.223 € 1,10 2,51 39,10% 0,59 2,51 76,32% 10.040 € 2.817 € -2.022 € 76,3% 2.012 €
Product S16 Product P16 20.000 23.992 € 0,45 1,30 62,59% 0,38 0,99 62,07% 19.800 € -4.192 € -1.466 € 62,1% -4.829 €
Product S17 Product P17 15.000 8.513 € 0,61 1,26 -7,29% 0,48 1,26 61,71% 18.900 € 10.387 € -1.897 € 61,7% 1.825 €
66.921 € -59.649 € 160.137 €
Objective Margin improvement in Product Mix 2012 for Iberia: 160.137 €

16. 16
MARKETING INITIATIVES
COMPETITION BENCHMARK
 Objective:
To identify, compare and communicate the added value of our products vs competition:
- Creation of Database with main product parameters: List price, dilutions, R&D tests, …
- Graphic impactful communication tool for Sales Team based on templates by product.
 Example:

17. 17
MARKETING INITIATIVES
INCENTIVE PLATFORM
 Objective:
To provide a tool for making Incentive Plans effective, by means of an interactive
application that allows the Sales Team full control of their results and awards.
 Description:
Global Services
• Web platform, supported by Database
• Multiuser & Multiproduct
• Independent moduls which allow isolated or
interrelated implementation
Programmer Platform
• Programming tool that allows building
incentive plan.
• Creates access levels to Users.
• Preparation of Incentive statistics.
User Platform
• Supplies access to Sales team via web
to active incentives.
• Feasible for Sales Team ES, Sales
Team PT & Distribution without
interrelation among them.
• Follow-up of personal incentive plan
New Awards
• Promotion by points, accessible via bank
cashier (<300€).
• Customized pack for Christmas.
• Adventure pack.
• Other packs: Luxury catering at home
+
=
INCENTIVE PLATFORM 2012

18. 18
13.000 searches per month related with
our market in Iberia.
Currently, 14 clicks per month in Iberia for the products of our
company. The number of clicks is 166.000 worldwide.
If we are able to catch 0,25% would mean 300
visits/month to our web page.
We would then be able to increase the search of
our products
Turning into more Branding,
knowledge of the Company
and New Customers
MARKETING INITIATIVES
DIGITAL POSITIONING
Small size customers can be transferred to Distributors

19. 19
PLAN 2012
Product Category Net Sales Net Sales % Net Sales Net Sales % Margin Margin Margin Margin
LY YTD OL 2011 Plan 012 LY YTD OL 2011 Plan 012
Product Category 1 5.000.000 € 4.900.000 € -2,0% 6.370.000 € 7.000.000 € 9,9% 68,60% 71,60% 71,60% 72,00%
Product Category 2 4.000.000 € 3.800.000 € -5,0% 4.940.000 € 4.800.000 € -2,8% 59,60% 65,80% 65,80% 66,10%
Product Category 3 7.000.000 € 7.200.000 € 2,9% 9.360.000 € 9.500.000 € 1,5% 62,20% 65,80% 65,80% 66,10%
Product Category 4 3.500.000 € 3.000.000 € -14,3% 3.900.000 € 3.700.000 € -5,1% 53,20% 55,10% 55,10% 55,30%
Product Category 5 5.500.000 € 4.500.000 € -18,2% 5.850.000 € 5.700.000 € -2,6% 71,00% 71,10% 71,30% 71,50%
Product Category 6 6.000.000 € 6.050.000 € 0,8% 7.865.000 € 9.000.000 € 14,4% 61,50% 62,20% 62,20% 62,50%
Total by Categories 31.000.000 € 29.450.000 € -5,0% 38.285.000 € 39.700.000 € 3,7% 63,70% 66,40% 66,40% 66,70%
BY PRODUCT CATEGORY
Objective Sales Iberia 2012: 39.700.000 € (+3,7% vs LY).
Objective Average Margin Iberia 2012: 66,70% (+ 0,3 pts vs LY).

20. 20
PLAN 2012
BY CHANNEL & SEGMENT
Plan 2012 Total Plan 2012 Direct Sales Plan 2012 Corporate Accounts Plan 2012 Distribution
by Channel OL 011 Plan 012 % OL 011 Plan 012 % OL 011 Plan 012 %
Segment 1 2.000.000 € 2.050.000 € 2,50% 2.300.000 € 2.340.000 € 1,74% 3.700.000 € 4.110.000 € 11,08%
Segment 2 4.000.000 € 4.050.000 € 1,25% 3.500.000 € 3.700.000 € 5,71% 5.800.000 € 6.550.000 € 12,93%
Segment 3 3.200.000 € 3.150.000 € -1,56% 2.200.000 € 2.180.000 € -0,91% 2.400.000 € 2.370.000 € -1,25%
Segment 4 2.800.000 € 2.850.000 € 1,79% 1.100.000 € 1.120.000 € 1,82% 1.400.000 € 1.430.000 € 2,14%
Segment 5 1.500.000 € 1.480.000 € -1,33% 800.000 € 810.000 € 1,25% 1.585.000 € 1.510.000 € -4,73%
Total 13.500.000 € 13.580.000 € 0,59% 9.900.000 € 10.150.000 € 2,53% 14.885.000 € 15.970.000 € 7,29%
Plan 2012 Total Plan 2012 Total
by Channel OL 011 Plan 012 %
Segment 1 8.000.000 € 8.500.000 € 6,25%
Segment 2 13.300.000 € 14.300.000 € 7,52%
Segment 3 7.800.000 € 7.700.000 € -1,28%
Segment 4 5.300.000 € 5.400.000 € 1,89%
Segment 5 3.885.000 € 3.800.000 € -2,19%
Total 38.285.000 € 39.700.000 € 3,70%

21. 21
PLAN 2012
QUARTERLY BY SEGMENT
Plan 2012 by Segment OL Q1 012 OL Q2 012 OL Q3 012 OL Q4 012 Plan 2012 %
Segment 1 2.000.000 € 2.100.000 € 2.100.000 € 2.300.000 € 8.500.000 € 6,25%
Segment 2 3.200.000 € 3.300.000 € 3.800.000 € 4.000.000 € 14.300.000 € 7,52%
Segment 3 1.900.000 € 1.900.000 € 1.800.000 € 2.100.000 € 7.700.000 € -1,28%
Segment 4 1.200.000 € 1.300.000 € 1.400.000 € 1.500.000 € 5.400.000 € 1,89%
Segment 5 900.000 € 1.000.000 € 1.000.000 € 900.000 € 3.800.000 € -2,19%
Total 9.200.000 € 9.600.000 € 10.100.000 € 10.800.000 € 39.700.000 € 3,70%

22. 22
BUDGET PLAN 2012
TOTAL BUDGET IBERIA BUDGET
EVENTS 115.000 €
ASSOCIATIONS 28.000 €
ADVERTISING 84.000 €
FOLDERS & FLYERS 45.000 €
PROMOTIONAL GIFTS 40.000 €
SUBSCRIPTION TO MAGAZINES 8.000 €
INCENTIVE PLATFORM 30.000 €
OTHER PRINT MATERIAL 35.000 €
OTHER ACTIVITIES 30.000 €
TOTAL BUDGET 2012 415.000 €
EVENTS IBERIA Date Budget
Event 1 Jan 012. Barcelona 10.000 €
Event 2 Feb 012. Madrid 20.000 €
Fair 1 March 012. Stuttgart 25.000 €
Fair 2 April 012. Lisboa 5.000 €
Event 3 July 012. Paris 10.000 €
Event 4 September. Madrid 15.000 €
Event 5 September. Lisboa 10.000 €
Fair 3 October 012. Barcelona 20.000 €
Total Events 115.000 €
ASSOCIATIONS Budget
Assoc 1 5.000 €
Assoc 2 4.000 €
Assoc 3 7.000 €
Assoc 4 7.000 €
Assoc 5 5.000 €
Total Associations 2012 28.000 €
ADVERTISING Budget
Magazine A 15.000 €
Magazine B 25.000 €
Magazine C 10.000 €
Magazine D 10.000 €
Magazine E 15.000 €
Design Advert X 3.000 €
Design Advert Y 3.000 €
Design Advert Z 3.000 €
Total Advertising 84.000 €

23. 2323
Thanks